This paper aims at exploring the different modes of persuasion used in English and Arabic advertisements that mainly address women. The research adopted a qualitative research design with the content analysis approach to prepare a study based on the modes like rhetoric, discourse analysis and persuasion strategies. The study hypothesized that…

Our research aimed to systematically investigate how women and men are portrayed in magazine advertisements, deriving hypotheses from Jean Kilbourne's observed media analysis presented in her "Killing Us Softly" film series. A total of 790 advertisements in 19 magazines were coded. Results revealed support for many of Kilbourne's hypotheses. For…

A review of the literature reveals that publishers have suggested that magazines would cost twice as much and newspapers five times as much if they were not supported by advertising revenues. However, recent research indicates that this is not true. Although statistics regarding magazine publication are easier to obtain than those regarding…

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)

Twenty-two advertisements from "Reader's Digest" and twenty-two from "Retirement Living" magazine were analyzed in order to determine the way in which old people are portrayed. The advertisements were found to support the common societal stereotypes that old people are unproductive, prefer to associate with other old people rather than with…

Analyzed more than 200 magazines to compare advertisements in magazines aimed at African Americans with advertisements in magazines aimed at Caucasians. Discusses results in terms of the demand characteristics implicit in gender advertisements and in terms of cultural differences in gender role expectations. (Author/SLD)

A study examined the advertising of Japan and the United States to determine if commercial messages reflect the cultural values of a particular society, thereby indicating the need for specialized campaigns. It was hypothesized that the majority of Japanese advertisements would use the traditional appeals of group, consensus, soft sell, veneration…

Comparing help-wanted ads to the number of library school graduates seems to indicate a relationship between the two which helps define the library job market. (Author)

A content analysis of issues of "Ladies' Home Journal" drawn from the early 1960s and from the mid-1970s was conducted to determine if fiction and advertising in the magazines had shown any response to the women's movement and if there was a difference between fiction and advertising in their response to that movement. A total of 12…

To answer the question of whether today's ads are culturally faithful in the depiction and portrayal of women, a study compared the findings of two 1970s studies of advertisements in four national magazines--"Ms.,""Playboy,""Time," and "Newsweek" as well as a film reflecting the findings--with a replication…

Twelve issues of Library Journal, randomly selected every other year from 1958 to 1980, were analyzed under the headings of general data, articles, text departments, book review sections, and advertisements to determine any changes such as scope, emphasis, and audience. Findings included increases in the number of pages per year during 1958 to…

Concludes that models in American magazine ads are older than those in Korean ads and are more likely to be smiling. (FL)

The Advertising, Part 2 section of the Proceedings contains the following 8 papers: "Made in Taiwan and the U.S.A.: A Study of Gender Roles in Two Nations' Magazine Advertisements" (Kim E. Karloff and Yi-ching Lee); "The Impact of Culture on Political Advertising: A Comparison between the U.S. and Korean Newspaper Ads"…