The Mass Communication and Society Division of the proceedings contains the following 11 papers: "Evaluating the Credibility of Online Information: A Test of Source and Advertising Influence" (Jennifer Greer, Jane Baughman, Patricia Cunningham-Wong, Ethnie Groves, Catherine McCarthy, Megan Myers and Cindy Petterson); "Disruptive and…

A researcher recounts his experience after publishing research findings concerning cigarette advertising and children. He reports attempts to constrain his research and obtain confidential records. He concludes that without vigorous protection of academic freedom, corporate power and state action may discourage economically or politically…

Identifies cigarette advertising as an example of marketing harmful products to intended consumers using harmful images. Describes a classroom project in which students learn how to create, increase, and maintain demand. Includes a chart with student-designed "demarketing" campaigns and a bibliography on women and advertising. (CFR)

Presents a lesson plan that uses content analysis of an advertisement for an early sewing machine, the Vindex, to examine issues of marketing, new technology, and consumer economics. Includes a reproduction of an early advertisement, a list of additional readings, and several sets of questions concerning target audience, information, and image…

Looks at the resources available to college student programmers for selecting, booking, and publicizing campus events, including use of the Internet and World Wide Web, both for information about and images of performers, and for electronic mail-making arrangements. Coming technologies and their potential uses are also described. (MSE)

Describes a classroom project in which pharmacy student teams developed a World Wide Web page to market a hypothetical pharmacy and promote pharmaceutical care services. The exercise successfully involved students in using both creative and analytic skills to gain hands-on experience in constructing a mission statement and marketing plan for a new…

This study examined the impact of the American Cancer Society's (ACS's) media based peer education program, Message Magic: Selling Healthy Eating and Physical Activity, on participant self-reported dietary and physical activity behaviors and advocacy skill development. High school students participating in the program were required to work as a…

The idea of media literacy prompts an increasingly divisive debate between educators who wish to protect children from the commercialization of global markets and those who challenge critical media studies as misguided, outdated, and ineffective. We have provided a historical overview of changing conceptions of media literacy as preparation and…

One major challenge for intervention regarding alcohol is to target children with age-appropriate strategies while predictive risk and protective factors are still forming. Most intervention research has focused on children of preadolescent or adolescent ages, but recent work suggests that interventions may be most effective with children prior to…

This module is the second of five in the Commercial Art series. The curriculum guide is designed for competency-based teaching and testing. Within this module on layout and design are eight instructional units. A cross-reference table reveals how the instructional components of the module relate to Missouri competencies. Each unit includes some or…

This report describes a project that reviewed existing materials on all aspects of entrepreneurship likely to be encountered by independent business persons. In addition to the review of books, periodicals, and newspapers, the project interviewed successful Pennsylvania entrepreneurs. A curriculum guide was synthesized that was relevant to the…

Noting that humans are educated more by than about the mass media, this paper argues that modern society has produced an informal (mediated) ethics curriculum which may be more powerful than the formal (institutionally educational) curriculum developed by academics and administrators. It first examines the informal curriculum, listing statistics…

Recent advertising research has suggested that to gain initial entry into and retain continual success with a targeted audience of consumers, it is wise to mirror the attitudes and desires of those consumers. This has proven effective in the United States, where companies such as Chevrolet, Levi Strauss, and Coca-Cola have successfully catered to…

The 53 best articles from "Case Currents" on student recruitment marketing are presented. The importance of a marketing plan and ways to apply basic marketing principles to recruitment programs are explained. Eight sections cover: exploring the marketing concept; conducting market research and putting the data to work; reaching out to recruit…

A nationwide survey of 1,084 nonreligiously affiliated colleges offering degrees that require at least two but less than four years of study was conducted to identify student recruitment and advertising practices. Respondents were asked to indicate: (1) which recruitment practices on a 40-item checklist were currently in use; (2) recruitment…