Concludes that pricing equilibrium for advertising space is not present in metro editions of national magazines. (FL)

Investigates to what extent advertisements in women's magazines (traditional and nontraditional) reflect the goals of the second feminist movement. Explores whether advertising and the feminist movement are incompatible. Performs content coding of advertising images in women's magazines from the years 1959, 1969, 1979, and 1989. (SR)

An analysis of 600 advertisements from six publications revealed that almost twice as many were basically persuasive as were basically informative, and that only 1.2 percent could be classified as intimidating. (GW)

Reviews advertising typography in general interest, special interest, and trade magazines and concludes that special interest magazine ads are making the most effort to be fashionable, but also have the greatest chance of having functional problems. (FL)

Analyzes full-page advertisements in four national magazines for the years 1980 to 1986. Finds (1) endorsements occurred in about half of the advertisements; (2) endorsers most used were celebrities; (3) advertisements with endorsers contain less information; and (4) celebrities most often endorsed personal care or apparel products. (RS)

Examines advertisements in TV Guide for the years 1980 to 1985 to determine whether the presence of sex and violence in program advertisements affects audiences' viewing habits. Finds that sex and violence are prevalent in the advertisements but that the effect on the ratings is mixed. (RS)

Examines institutional changes in advertising before and after the stock market "crash" of 1987 as represented in the "Wall Street Journal." Finds that financial institutions increased the frequency and size of ads after the crash. (RS)

Combines earlier content analysis studies with original data from five magazines in 1986 to examine the use of Blacks in magazine and television advertising. Finds an increase in the Black presence in advertising. Notes that the Black presence in television commercial sometimes approaches the percentage of Blacks in the population. Notes a less…

Examines (1) whether previous research has actually measured the information content of ads; (2) how such content should be measured; and (3) trends in factual content of general magazine ads for 1958, 1968, and 1978. Concludes that while most ads contain nonfactual claims, most also have factual claims. (FL)

Reports on an analysis of prices and amounts of advertising in magazines showing that price per page is not related to amount of advertising. (FL)

Discusses the content of advertisements emphasizing societal problems between 1965 and 1972, concluding that most are self-serving for the sponsor. (RB)

Provides a content analysis of advertising visuals--illustrations and photographs--to determine the frequency with which the basic visual communication functions are used. Finds that photographs are the most frequently used type of visual and that symbolic visuals are more prevalent than literal visuals. (MM)

Reports that editors say the use of brand names in nonbusiness sections of newspapers has increased in the last 20 years. (FL)

Compares the dress of adult models in magazine advertisements in 1964 and 1984. Finds that nudity is more prevalent in magazine ads in 1984 than in 1964. (RS)

Examines the extent to which violence contributes to the size of the audience for a television program. (FL)