The field of advertising has a structure that shapes consumer preferences and behaviors. The field of advertising undertakes the tasks of reflecting cultural values and norms, reinforcing or changing gender roles, and supporting social responsibility and campaigns. In addition, advertising, whose main purpose is sales, has a structure that shapes…

American universities receive millions of dollars worth of media exposure every year via Public Service Announcements (PSAs) broadcast during their respective school's athletic competitions. This research explores the message strategies and executional devices used by NCAA FBS (National Collegiate Athletic Association Football Bowl Subdivision)…

In two studies, we assessed the effectiveness of a classroom activity designed to increase students' ability to think critically. This activity involved watching and discussing an infomercial that contained pseudoscientific claims, thus incorporating course material on good research design and critical thinking. In Study 1, we used a…

Rhetorical analysis was a required unit of study for college students enrolled in intermediate English as a second language (ESL) composition. Twenty-six students participated in a project creating an original product and its infomercial. The project aimed at increasing student motivation to continue writing essays in English and providing a space…

This essay examines the deliberately humorous approaches undertaken in two recent higher education marketing endeavors: The American Council on Education's "Solutions for Our Future" campaign and Stanford's "Hail, Stanford, Hail" initiative. Three television commercials from each project are described and discussed in light of a view of comedy…

As one of the foundations of persuasion, fallacies should be included in the teaching of persuasive speaking. It is important that speakers avoid misleading their audience as they have an ethical responsibility to tell the truth and avoid misleading information. If discovered, fallacies in messages can damage the credibility of the speaker and…

Little empirical research exists in terms of how colleges and universities create their institutional image and brand. In this chapter, the author explores the notion of branding within the context of higher education--and how intercollegiate athletics contributes to it--analyzing the messages universities conveyed during nationally televised bowl…

When it's not staging any Final Four match-ups, the National Collegiate Athletic Association (NCAA) is the powerful governing body critics love to hate. The association's 11-year, $6-billion contract with CBS to televise the tournament has become a lightning rod for critics who say the association is all about making money off athletes. Not so,…

This article reports how some colleges in the National Collegiate Athletic Association (NCAA) men's basketball tournament have produced unlikely commercials. One of them is Drake University, which has a TV ad that consists entirely of a series of numbers, words, phrases, and stylized drawings in two shades of blue instead of the usual pictures of…

Through this descriptive qualitative study of institutional advertisements aired on television during the 2006-2007 college football bowl season, I sought to understand the messages communicated by colleges and universities to external audiences. The findings demonstrate the focus on selling the private benefits of higher education and call into…

Research in political psychology suggests that politicians successfully manipulate emotions through campaign advertisements. While work in environmental psychology emphasizes emotional connection to the environment, scholars have yet to examine the potential of emotional appeals in non-campaign messages. I am interested in the use of emotional…

This article details an activity intended for use in a course with a unit on effective listening, including listening courses, public speaking, and interpersonal communication. Students will explain the importance of effective and active listening for a target audience by producing an infomercial for a product or service which they design.

Objective: To assess students' human papillomavirus (HPV) knowledge, attitudes, and behaviors. Participants/ Methods: Students (N = 1,282) at a large, public university in the Northeast United States completed a questionnaire during February 2008 assessing HPV knowledge, prevalence, transmission, cervical cancer risk and stigma; sexual behavior,…

Each winter, the best collegiate football programs compete in the Bowl Championship Series. in addition to showcasing their prowess of the field, each school is afforded opportunities to highlight other aspects of their institution in the form of advertising spots. The current study analyzed each of these spots for the 43 university participants…

This book offers ideas that secondary teachers, university content faculty, and teacher educators can use to challenge traditional literacy practices and demonstrate creative, innovative ways of incorporating new literacies into the classroom, all within a strong theoretical framework. Teachers are trying to catch up to the new challenges of the…