The Minorities and Communication section of the Proceedings contains the following 15 papers: "An Analysis of Role Portrayal in U.S. Spanish-Language Television Promotional Announcements" (Jami J. Armstrong and Alice Kendrick); "A Critical Analysis of the Newspaper Coverage of Native Americans by 'The Daily Oklahoman' Newspaper for…

This report presents 213 tables detailing findings regarding types and costs of advertising within marketing programs at 68 colleges and universities. Highlights of this report include the following: these colleges print a mean number of 19,270 viewbooks and 16,380 catalogs; and advertise in newspapers (86.6 percent), in magazines (45.4 percent),…

Commercial activities in U.S. public elementary and secondary schools have been growing in visibility throughout the last decade, a period characterized by tightened school budgets. As visibility has increased, so have concerns about commercial activities that generate cash, equipment, or other types of assistance and their potential effects on…

Approaches taken in the United States and France to use of visual pedagogy are compared and discussed. The necessity of integrating semiotic theory and visual pedagogy is underscored, a semiotic model of visual literacy and decoding is outlined, and some advertisements are analyzed, giving suggestions for teaching use. (MSE)

Presents a lesson plan that teaches students about slavery in the colonial United States. Focuses on the differences between slavery in the northern and southern parts of the country. Explains that the lesson includes and uses slave advertisements to teach about slavery. Offers additional resources. (CMK)

A report on the mail students of various test performance, self-reported grades, and academic interest received from colleges in 1983 was compared with the mail received by the daughter of the researcher in 1989. The vast majority of mail represents independent higher education; the public sector is conspicuously absent. (MLW)

A survey of 791 college admissions officers investigated the use and perceived effectiveness of 15 marketing techniques: publicity; target marketing; market segmentation; advertising; program development; market positioning; market research; access; marketing plan; pricing; marketing committee; advertising research; consultants; marketing audit;…

Four ideas for French language instruction are presented, including an exploration of cultural and linguistic meaning in advertising; use of the Minitel database and computer capabilities; interpersonal communication games; and a vocabulary development and comprehension activity using text from a French weekly publication. (MSE)

A longitudinal study was conducted to identify trends in entry-level technology, and interpersonal and basic skills related to communication. Two competencies and one foundation skill are discussed. Results indicate a decline in the number of classified advertisements including technology and basic skills related to communication. Ads including…

A study investigated the nature and extent of "impression management" strategies used in Queensland (Australia) school publications and advertising, particularly for private schools, through semiotic analysis, which highlights the degree to which symbolic processes are influenced by context and changing market forces. (MSE)

A survey of Singapore-based firms in computer/information technology, hospitality, manufacturing, retail, travel, publishing, and banking/finance that use the Internet for business found that most of the respondents use the Internet for marketing and advertising, customer service and support, information gathering, and, to a lesser degree,…

Outlines four major areas of legal compliance that college and university fund raisers should be aware of: registration of soliciting organizations (solicitation type and parameters); provision of documents on demand; telemarketing and direct mail regulations (disclosure statements, calling-time restrictions); and the trustees' relationship with…

Funding shortfalls in education and commercialism have given rise to vendor-created curricula. Too often values are imposed on young minds, and some vendors have tended to be more concerned with their products and services than with student learning. The rise in popularity of the Channel One in-school news program has set off a nationwide…

Teachers in junior high schools using the Channel One newscasts were surveyed. Results indicated high levels of support for the programming content, journalistic professionalism, and media production values. Teachers revealed most of its teenage audience is more aware of current events. A minority of respondents objected strongly to the…

Explores the role of television in politics providing historical examples of the use of television and its possible effects on elections. Focuses on television as the dominant medium for politics, the connections among television, advertising, and political money, and ideas for reforming the electoral process. Includes a teaching activity on…