In the United States, people have become resistant to advertising because they live surrounded by messages. However, in China, the average viewer is relatively naive about the use of commercial messages. An attempt was made to teach Chinese college students semiotic analysis of television commercials. Observations of Chinese television were made…

The state of the motion picture industry is reviewed, focusing on needed change in the practice of product placement. The study of the placements of advertising in films should be of interest to the student of visual literacy. Product placers are using films to advertise their products to entertainment seekers. The viewer, often a child, may not…

Television advertising aimed at children is explored, including its regulation, techniques, and research on its effects. Particular attention is given to sexual stereotypes in commercials, including an analysis of certain commercials. A commercial literacy unit is presented for use with fourth graders. The history of advertising targeted at…