Two papers presented in the broadcast deregulation section analyze narrowcasting and the effects of commercialization of British television respectively. The first paper, "The American Model through British Eyes" (Jay G. Blumler and Carolyn Spicer), describes research undertaken at the request of the British government-appointed…

Social, economic, and popular scientific trends converged in the early twentieth century to support the mass popularity of cosmetics. Twentieth-century magazine ads for personal care and beauty products reflected the contemporary belief that "science" was on the verge of being able to cure almost anything, including physical flaws and…

A study explored whether ethnographic research is appropriate and feasible for Hispanic consumer research. Subjects, 41 Hispanic advertising executives (out of an original group of 80) in advertising agencies listed in the Standard Directory of Advertising Agencies from New York, Los Angeles, Chicago, Miami, and San Antonio, answered a 23-item…

To learn whether the problem of misunderstanding in brand names might be caused by the content of advertisements or whether it stemmed from a failure in the exposure-processing chain with respect to the effect of the ads on consumers, a study investigated the extent to which marketers provide information in their advertising that clarifies the…

A study examined how three major women's magazines handled cigarette advertisements and editorial copy about smoking-related health problems. Examined were issues of "Ms.,""Good Housekeeping," and "Seventeen" magazines from 1972, one year after the ban on television advertisements and the year "Ms." began…

Listed alphabetically, the terms in this glossary are those used by public relations practitioners. The glossary provides definitions for each of the terms and, in some cases, cross-references. (HOD)

The perennial success of Texas Tech University teams competing in the annual National American Advertising Federation Student Advertising Competition highlights three of the diverse roles an adviser to a competing team must fulfill. Although no one adviser posseses expertise in all fields, such as marketing, drama, or English, the adviser must be…

Political campaigns are major, high-budget marketing efforts, but because they are usually managed by people with little training in either marketing or communications, they fail to persuade voters to vote in the desired way. Political targeting can be treated as a segmentation problem, one of identifying and responding to the specific qualities…

A statistical summary of the newspaper industry for 1984 and previous years is presented in this brochure. Focusing primarily on the United States newspaper industry, the brochure also contains some information on Canadian newspapers. The brochure presents statistics in the following categories: (1) number of daily newspapers, (2) daily newspaper…

Study of responses to magazine advertisements by American students, their parents, and foreign students suggests cultural differences are larger than differences due to age. (RB)

This document describes seven distinct factors that affect the popularity of movies, using, as examples, the seven movies based on Shakespeare's work that have been produced since World War II. The seven factors, each of which is assigned a relative numerical weight, are formal publicity, or the money spent on accountable advertising such as that…

A study examined whether advertising appeals based on product affiliation, achievement, and attributes would account for differences in male readership of liquor advertisements. The investigation focused on the relationship between the content of alcholic beverage advertisements and attention engagement, the first state in consumer information…

Noting that debates between theoreticians and practitioners of advertising are as old as the discipline itself, this paper discusses the logics of research for each group in order to identify strategies of research for both practitioners and researchers that will result in a satisfactory explanation of how advertising works. The various sections…

A content analysis was made of the advertisements broadcast during a half-hour of prime-time television, in an effort to discern the overt (obvious) and covert (underlying) themes present in television advertising. The analysis revealed an overt theme of a world view of individual determination, initiative, self-confidence and self-reliance, and…