The authors surveyed 1,998 Missourians to evaluate (a) awareness and (b) understanding of messages about the impact of tobacco use in Missouri, (c) belief in the accuracy of the messages, and (d) intention to vote for a tobacco tax increase on the basis of the messages. Using structural equation modeling, the relationships among these four…

In order to understand the effects that consumer culture may have on modern youth, this article first traces a brief history of branding in the United States throughout the 20th Century to develop a context and precedent for the argument that the current generation of students applying to college has developed in a society saturated with branding,…

The Google Online Marketing Challenge is a global student competition in which teams are given $250 to develop and run an online advertising campaign for a business or non-profit organization over a three-week period. Despite the fact that 50,000 students have competed in the Challenge since its inception in 2008, relatively little is known about…

In this case, 10 Latina/o high school seniors and one high school counselor share their perspectives on how college information and opportunities are distributed in their school. In doing so, it becomes evident that efforts are not systematic or equitable. As a result, dilemmas arise when some students are denied the opportunity to attend a…

The language of advertisements aims at precise, clear, pointed, and arresting communication. Like all communicative endeavours, in advertising, getting the message across is of prime importance. However, the use of language in advertising is of a particular character because the advertiser cannot afford to be delinquent or uncritical. The aim of…

This paper develops theory related to advertising, materialism, and life satisfaction by formally testing explanations related to the antecedents and consequences of materialism. Survey data were collected from seven major cities each in a different country (Australia, Bosnia/Herzegovina, Germany, Egypt, Korea, Turkey, and the USA) using a…

Agriculture continues to struggle to find enough qualified students to advance the industry. Thus, recruiting practice improvement is imperative. This study assessed the efficacy of message strategies, message channels, recruiting materials, and messages for recruiting students into an academic program with low enrollment. Focus groups were…

This paper focuses on a critical analysis of the language of advertisement in selected newspapers and magazines; from the aspect of graphology and lexis of "The Nation Newspaper" and "Newswatch Magazine" respectively. This work is based on the framework of stylistics. Through this study, it is discovered that the language of…

We examined middle years adolescents' (ages 12-13) responses to reading and viewing advertisements as part of integrated language arts and health education lessons. We report here on the qualitative results from student and teacher focus groups, and from student journals. Three regular classroom teachers co-developed (with university…

Background: Although there is debate on the effectiveness of youth-focused abstinence education programs, research confirms that parents can influence their children’s decisions about sexual behavior. To leverage parent-based approaches to adolescent sexual health, the U.S. Department of Health and Human Services launched the "Parents Speak Up…

This study documents how a high school ESL teacher working with new immigrants ages 14-20 supported the development of their critical thinking and English language skills by using advertising analysis activities. The article examines the use of key critical questions for analyzing media messages and documents instructional activities designed to…

Human vision is sensitive to salient features such as motion. Therefore, animation and onset of advertisements on Websites may attract visual attention and disrupt reading. We conducted three eye tracking experiments with authentic Web pages to assess whether (a) ads are efficiently ignored, (b) ads attract overt visual attention and disrupt…

It is not so long ago that universities shunned words such as "public relations" and "marketing," preferring to describe staff working in these areas as information officers and even assistant registrars and with such staff drawn from a cadre of generalist administrators. If they really had to be specific, then an acceptable word was "publicity".…

Malaysia is a multiracial country with a diverse range of religions, leading to a broad range of religious festivals throughout the year. In recent years, corporate giants such as Petronas, Telekom Malaysia (TM), Tenaga and Astro have taken to airing television commercials (TVCs) that contain a local touch when greeting their customers. Perhaps…

The author examines the use of the Web-based foreign advertisements for enhancing the international awareness of undergraduate marketing students. An analysis compares the adaptation of advertisements for identical products to the cultural perceptions and values of consumers in different countries. In a sample of 110 international marketing…