The issue of whether to "standardize" or "specialize" in international advertising campaigns is important because it may help determine whether each audience should be addressed separately or whether advertising agencies should attempt to address the collective global consumer. Print and television advertisements for American…

Finds that 86 percent of commercials shown on "Channel One" were for products, and 14 percent were public service announcements; values emphasized were leisure/pleasure, appearance/sexuality, wisdom, and independence; and dominant themes were being popular, having friends, having fun, and being attractive. (SR)

Discusses a study of "Channel One," a commercial television news program for high school students. Discusses supporters' and critics' reactions to the service. Reports that most Channel One commercials are aimed at teens and feature teen characters and pleasure/attractiveness themes. Suggests using the commercials as the focus of…

"Channel One" is a 12-minute daily TV news program designed specifically to be broadcast to high schools. A study examined critically the content of "Channel One" commercials to determine the values, themes, formats, and appeals used to pitch products to students, with special emphasis placed on the values used and promoted in…