Reviews the research on children's understanding of the intent of advertising, the persuasive impact of television commercials, and children's cognitive defenses and resistance to such persuasion. Concludes that any model which tries to account for advertising's influence on children must incorporate affective as well as cognitive components. (PD)

Surveyed teenagers (grades 7-12) about their drinking behavior, their exposure to alcohol advertising, relevant demographic information, and other communication influences. Concluded that exposure to alcohol advertising is significantly associated with teenage drinking behavior and intentions. (PD)

Summarizes some of the changes needed in an advertising curriculum to meet the rapidly changing demand for expertise in information and computer technology. (HOD)

The proliferation of private organizations offering foreign language instruction to the public, and the advertising approaches of these organizations, are discussed. Suggestions are made for foreign language teachers in high schools and colleges to use in attracting more students. (RM)

Suggests that journalism teachers can improve writing skills through both news reporting and advertising copywriting. (KS)

The Magazine Division section of the proceedings contains the following seven papers: "Farm Magazine Advertisers Turn Up the Heat: An Analysis of Ethical Pressures Faced by Farm Magazine Writers" (Stephen A. Banning and James Evans); "Framing a War: Photographic Coverage of the Kosovo War in Newsweek, Time, and U.S. News & World…

The concern about alcohol marketing and underage drinking has been heightened by recent findings in the scientific research community. Studies have established that alcohol advertising exposure influences a young person's beliefs about alcohol and his/her intention to drink. They also suggest that advertising may have a direct impact on youth…

Factors that influence attitudes toward a corporate environmental advertisement and its sponsoring company were examined with a quasi-experimental design. Subjects (undergraduate students) read one of five news stories about an ad touting an oil company's active environmental involvement to test for the effects of publication credibility and…

This report analyzes commercializing trends in America's schools and classrooms, using data from database searches in seven categories of schoolhouse commercialism in the period 1990-97. The number of citations relating to commercializing activities can provide only a rough approximation of the scope and development of the phenomenon. The number…

Students studying Broadcast Journalism or Advertising and professionals working in those fields were surveyed on their attitudes regarding advertising influence on broadcast news content. This study compares the attitudes of the students and practitioners in the respective professions. While students and professionals agreed on a majority of…

Describes how to provide students with the opportunity of examining, discussing, and writing about the appeal of advertisements. (TO)

An analysis of voter attitude changes due to both political advertising and weeknight network television news broadcasts. (CH)

Discusses ten areas to be aware of when analyzing ads and offers suggestions for a unit on advertising interpretation and a bibliography of materials about advertising. (TO)

Discusses the changes in language resulting from mass media advertising in England. (RB)

Discusses the financial problems of high school and college newspapers. (RB)