The success of "American Way," American Airline's in-flight magazine, comes from three major factors: the success of American Airlines itself, the high advertising revenue of the magazine, and the quality editorial material produced. Beginning in 1966, "American Way" has evolved from a brochure of flight information and travel…

The issue of whether to "standardize" or "specialize" in international advertising campaigns is important because it may help determine whether each audience should be addressed separately or whether advertising agencies should attempt to address the collective global consumer. Print and television advertisements for American…

Describes a workshop designed as an inductive/deductive conceptual process enabling users to subjectively determine controversial issues inherent in advertisements. Methodology is intended to be integrated into a variety of public education or classroom contexts. Exercises involving free association, seeing the whole advertisement, the inner…

A study examined how three major women's magazines handled cigarette advertisements and editorial copy about smoking-related health problems. Examined were issues of "Ms.,""Good Housekeeping," and "Seventeen" magazines from 1972, one year after the ban on television advertisements and the year "Ms." began…

A study examined whether advertising appeals based on product affiliation, achievement, and attributes would account for differences in male readership of liquor advertisements. The investigation focused on the relationship between the content of alcholic beverage advertisements and attention engagement, the first state in consumer information…

A content analysis was made of the advertisements broadcast during a half-hour of prime-time television, in an effort to discern the overt (obvious) and covert (underlying) themes present in television advertising. The analysis revealed an overt theme of a world view of individual determination, initiative, self-confidence and self-reliance, and…

A study examined the changes that have occurred in the content of cigarette advertising in magazines from 1945 to 1985 in the context of changes in the product itself, in advertising science, and in government regulation. Specifically, the study examined how advertisements had changed in terms of format, brand segmentation, major sales point or…

A study was conducted to determine the political issues of the 1980 presidential campaigns as expressed by televised political spot advertisements during the primaries. Issue information was coded for 140 30- and 60-second political commercials. An advertisement's issue score was defined as the number of terms used that matched terms from a…

Content analysis was used to study the values evident in televised beer and wine commercials. Seventy-seven prime time commercials, 7.6% of a week's total, were analyzed along value dimensions adapted from Gallup's measure of popular social values. The intensity of each value was coded on a five-point scale. None of the commercials in the beer and…

A study examined the advertising of Japan and the United States to determine if commercial messages reflect the cultural values of a particular society, thereby indicating the need for specialized campaigns. It was hypothesized that the majority of Japanese advertisements would use the traditional appeals of group, consensus, soft sell, veneration…

The ABC television network's "Monday Night Football" (MNF) series is a very successful example of the symbiotic relationship between advertising, television, and sports. Assuming that the athletic contests are packaged as slick entertainment to draw both fans and nonfans to the real programing--the commercials--a study was organized to examine…

This paper provides a selected review of political candidate campaign advertising studies from the political science, mass communication, advertising, and political communication literature. The paper examines the literature in terms of research pertaining to (1) candidate advertising content (commercials for male versus female candidates and for…

The basic arrangements and practices of American broadcast audience research and measurement were established during the first decade (1920-29) of the field's existence, and were motivated by commercial and competing institutional concerns within the broader context of evolving forms of imagination and expression. A review of the evidence found in…

A study explored whether the pictorial coverage of African-Americans in three national magazines (Life, Newsweek, and Time) has increased over time, whether the content categories of those pictures has changed, and whether the picture percentage for African-Americans has approached their percentage of the population (11%). Content analysis of…

To examine the content of newspaper advertisements used by banks before, during, and after a major bank collapse, issues of the Knoxville (Tennessee) "News Sentinel" from 1982, 1983, and 1984 were analyzed for bank sponsored product and nonproduct advertisements. These advertisements were studied for type, size, and content relating to…