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| Surlin, Stuart H. | 9 |
| Gordon, Thomas F. | 2 |
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| Squire, Larry A. | 1 |
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What Works Clearinghouse Rating
Peer reviewedSurlin, Stuart H.; Gordon, Thomas E. – Journalism Quarterly, 1977
Finds that "low-energy information seekers" of differing values are favorably oriented toward direct reference--or attacking--political and commerical advertisement. (KS)
Descriptors: Advertising, Attitudes, Individual Characteristics, Media Research
Peer reviewedSurlin, Stuart H.; Kosak, Hermann H. – Journalism Quarterly, 1975
Descriptors: Advertising, Design, Graphic Arts, Higher Education
Surlin, Stuart H. – 1977
Professionals staffing the advertising industry have a double role to fulfill. They must perform in a manner which will maximize their clients' economic goals as well as maintain a sense of social responsibility which is entrusted with any and every mass media decision-maker. Little research has been done, to date, on which personal qualities…
Descriptors: Advertising, Authoritarianism, Behavior Patterns, Business
Download full textSurlin, Stuart H.; Kosak, Hermann H. – 1974
Advertisers and other mass media communicators are interested in the potential cognitive and affective effects of various graphic designs, specifically relating to the recall of information and the attitude toward information presented. This study deals with the respondent's recall of information contained within an advertisement as well as the…
Descriptors: Advertising, Attitudes, Commercial Art, Communications
Peer reviewedSurlin, Stuart H. – Journalism Educator, 1977
Reports on a study of 60 University of Georgia advertising majors' self-images and perceptions of the "successful" advertising executive. (KS)
Descriptors: Advertising, Behavioral Science Research, Higher Education, Role Perception
Surlin, Stuart H. – 1974
This study attempts to compare the perceptions and self-reported behavior of high, middle, and low authoritarian advertising executives, business executives, and members of the general public concerning the social effects of advertising. For the advertising sample, a total of 393 men and women were selected according to their executive positions…
Descriptors: Advertising, Authoritarianism, Business, Higher Education
Surlin, Stuart H.; Gordon, Thomas F. – 1974
The results presented in this article are but a portion of the information gathered in a larger survey examining the relative roles of "selective exposure" to and "selective retention" of political advertising during the 1972 presidential election. Random samples in two metropolitan areas in different regions of the country (Atlanta, Ga., n=281;…
Descriptors: Advertising, Higher Education, Information Dissemination, Mass Media
Gordon, Thomas F.; Surlin, Stuart H. – 1973
Random telephone surveys in a northern and a southern city were initiated to determine attitudes toward "informative" and "direct reference" mass media political advertisements. Responses were organized in regional, social, and racial categories. The results quantified reactions to the two types of political messages of blacks…
Descriptors: Advertising, Attitudes, Beliefs, Differences
Surlin, Stuart H.; Squire, Larry A. – 1987
A study examined the relationship between social and material values and attitudes toward television advertising. Using the Rokeach Value Survey Form E, 157 Canadian college students ranked the 18 terminal and 18 instrumental values in order of their importance as guiding principles for life. The values were classified as either material, social,…
Descriptors: Advertising, Aesthetic Values, College Students, Cultural Influences
