Analyzes 1977 issues of seven magazines to determine how frequently the elderly appear in advertisements featuring people and how they are portrayed. Indicates that they are underrepresented in advertisements in comparison to the general population and concludes that this implies their general devaluation as consumers. (JMF)

Examines turnout of registered voters in a special vote-by-mail U.S. Senate election in which the Democratic candidate (Ron Wyden) pledged to stop using attack ads, and the Republican candidate (Gordon Smith) did not. Finds that only Republicans' participation fell, while Republicans, Independents, and Democrats who felt Wyden had lived up to his…

Discusses how the use of unregulated mass media to convey the health risks of smoking is severely limited by the tobacco industry's power, via advertising dollars, to minimize the coverage of the negative health aspects of smoking in the editorial content of these media. (JD)

Concludes that Chinese media may one day be indistinguishable from their Western counterparts: promoting consumer goods, fostering television, dampening group discussion and active political interest, and presenting a conception of the world as an area for unresolved social conflict and drama. (PD)

Attempts to assess any significant change in the degree of sex-role stereotyping in television commercials in recent years. (MH)

Describes the decline of direct newspaper competition in terms of the loss of effective newspaper market segmentation. Examines the following influences on market segmentation: shift in advertising demand, advertiser preferences for differentiated audiences, shift in subscriber demand, growth of alternative media, increasing production costs, and…

Examines the influence of soft-money-sponsored issue-advocacy advertising in U.S. House and Senate campaigns, comparing its effects against candidate-sponsored positive advertising and contrast advertising on viewers' candidate preferences and on their attitude that reflect democratic values. Reveals no main effects for advertising approach on…

Presents a critical review of academic work on negativity in political advertising that shows that the concept has been defined in ways that are too broad, insufficiently holistic, and too pejorative. Suggests exploratory data indicate that the component parts of negativity are: misleading claims, emotional appeals, one-sided attacks, and a…

Advertising featuring men appears to be moving gradually toward a decrease in sex-role stereotyping, although the progress is obviously slow. Of the 660 advertisements examined, only 13 were in the category showing men performing nonstereotypic roles capably or acknowledging that the sexes are fully equal. (PD)

Sketches the history of the expansion of multinational advertising agencies. Then examines the growth, characteristics, and consequences of these agencies in an important region of the developing world, Latin America. (PD)

Traces the development of printing and other technologies of communication. Discusses their impact on society. (JMF)

Investigates college students' judgments about a controversial Holocaust-denial advertisement and its suitability for publication in their college newspaper. Finds that those with interests at stake perceived the advertisement as especially likely to influence others, and that third-person effects and publication decisions were a function of…

Suggests that from 1972-1974 there was little change in the representation of women as authorative voice-overs or as on-screen experts in television commercials without voice-overs. (MH)

Contends that recent studies indicate that the representation of women in advertising continues to conform to traditional stereotypes including the stereotype of "the liberated woman". (MH)

Discusses a number of new books that signal a revival of interest in the role of propaganda as a tool of mass persuasion. Relates the political uses of this revival to modern concerns about public opinion and advertising. (JD)