Urges advertising educators to examine their own orientations toward research and scholarship in advertising, to encourage student research and scholarship in advertising, and to provide students with opportunities to develop a personal philosophy of advertising. (RL)

States that a fundamental change is taking place in the concept of the market system from one of private interests to one of public interests, and discusses the approach that companies may take in developing their marketing plans within the framework of the public market system. (MB)

Considers the confrontation between the Federal Trade Commission and marketers/broadcasters over the regulation of children's television advertising, illustrating the effects of ethical conduct on public policy. (Author/RL)

Notes that the proposed regulation of children's television advertising may eliminate competition, increase consumer costs, and result in poorer programing. (RL)

Presents a model of the way children process television advertising. (Author/RL)

Assesses the magnitude and incidence of experimentally determined deceptive advertising decisions in supermarket advertisements. Shows that many reduced-priced items are displayed less prominently, lessening a consumer's ability to show economically. (RL)

Examines the role of reference groups and promotional appeals in satisfying consumer motivations. Emphasizes three motivational reference group functions: informational, utilitarian, and value-expressive. (RL)

Suggests that a child's level of understanding of advertising is a product of family group interaction concerning consumer-related skills and other social experiences that the child brings to viewing situations. (Author/RL)