Our discussion of social justice begins by embracing both "distribution" and "recognition" aspects of social relations (Vincent, 2003). The first aspect considers the way that goods, knowledge, skills, rights, etc. are distributed among social groups; the second aspect focuses on aspects of society structuring social encounters…

This student workbook provides information about mass media and invites students to consider and respond to that information. Students are encouraged to use reading, writing, researching, critical thinking, interpreting, and debating skills in their responses. The book is organized into 8 chapters: (1) "The World of Media"; (2) "Television: Is…

Videos, guest speakers, and case studies are all excellent ways to familiarize students with how advertising is managed in other cultures, but they are no substitute for experiencing international advertising firsthand. To plan for a trip abroad with students (and 12 is the optimal number): (1) identify learning outcomes for an international…

Although many methods of publishing scholarly work are available to the author, self-publishing is sometimes the most appropriate avenue to provide the work to the intended audience particularly if the scope of the material is of interest to a limited number of scholars. Topics include: copyright issues; cataloging data; factors influencing the…

This paper examines gender messages within advertisements and informational, technology-focused materials that are targeted toward a general population of consumers. The pattern of gender bias in visual messages and stereotyping which prevails in advertising appears to be carrying the same messages from print to television and into the newest…

Noting that entrepreneurs know that marketing can make or break a business and that outreach requires effective written materials, this guide argues that anyone can learn to write effective copy. The guide demonstrates how to write effective sales letters and advertisements and persuasive press releases. It takes readers step-by-step through the…

Familiarity with specific images or sets of images plays a role in a culture's visual heritage. Two questions can be asked about this type of visual literacy: Is this a type of knowledge that is worth building into the formal educational curriculum of our schools? What are the educational implications of visual literacy? There is a three-part…

Exploring the responses of a variety of readers from three-year-old Dominic sharing a picture book with his father to adults reading a poem by Ted Hughes, this book examines the ways in which various readers respond to different texts. The aim of the book is to develop an awareness of the issues involved in readers' responses for primary teachers.…

A coalition of health groups wants the R. J. Reynolds Tobacco Company (RJR) to discontinue the use of the Joe Camel cartoon character in its cigarette advertisements. RJR has denied the findings of the three studies published in the "Journal of the American Medical Association" and cited by the health groups--these studies contend that…

Findings of an exploratory qualitative study of personality characteristics observed to exist among a sample of new "advertising creatives" are presented in this paper. Subjects, 13 copywriters and art directors participating in a training program at an advertising agency with global billings of $4 billion, were interviewed in depth…

Students in an advertising research course at a large southern university were assigned to teams for a semester project and developed an instrument to evaluate their peers in the group. Students identified approximately 30 characteristics of working as a member of a team and later honed down the list to 14 individual characteristics. An overall…

The purpose of this paper is to compare and contrast the mission and scope of professional/baccalaureate advertising education with Marketing Education curriculum and instruction strategies to enhance advertising students' outcome. Sixty-five colleges and universities with advertising education departments, sequences, or areas of emphasis…

Four different principles of visual manipulation constitute a minimal list of what a visually "literate" viewer should know about, but certain problems exist which are inherent in measuring viewers' awareness of each of them. The four principles are: (1) paraproxemics, or camera work which derives its effectiveness from an analogy to the…

The youth market is a lucrative one, influencing the spending of over $125 billion annually. Increasingly, advertisers are turning to new in-school vehicles, including "wall media" (such as wallboards), tie-in programs, product sample packages and sponsored television programming, to reach students in public high schools. School systems,…

This article addresses the problem of (1) maintaining the size and quality of the overall graduate school, and (2) maintaining a "critical mass" of students enrolled in programs where there is an indication of a future demand, but where there has been a decline. University marketing techniques have not generally focused on graduate student…