Examines the fundamental qualities of the television advertising from the 1984 North Carolina senate race between Jesse Helms and James Hunt, using Burke's method of the "representative anecdote." Argues that thematic continuity is a fundamental ingredient of effective electronic storytelling. (SR)

Traces the children's television advertising policy dispute from 1970 to the termination of its most recent phase by the Federal Trade Commission in 1981. Suggests that concerned groups might have more impact on children's advertising policy by working outside the regulatory administrative process. (PD)

Analyzes network, independent, and cable television advertisements aimed at children in terms of their beneficial or "prosocial" examples. Reveals that several commercials aimed at children are rich in examples of sharing, courtesy, and physical affection. (MM)

Indicates, by analyzing two types of montage structures, that music television is a hybrid form of television programing displaying visual characteristics of both television commercials and drama. Argues that this amalgam of different characteristics gives music television its distinctive look and power as a promotional tool for the record…