This study evaluates the 2008-2009 "Lose your Excuse" public service advertising (PSA) campaign on energy efficiency targeting 8- to 12-year-olds, intended to increase knowledge, foster proactive attitudes, and change energy usage behaviors. Baseline and two follow-up surveys were conducted with online samples representative of the national…

Purpose: In many countries there is emerging concern regarding alliances between the pharmaceutical industry and health non-profit organizations (NPOs), and the increase of co-sponsored marketing activities such as disease awareness advertising. The current study aims to explore Australian women's perceptions of disease awareness advertising with…

Reflecting two students views on this summers riots, Tom Young locates the riots as a symptom of 20th century consumerism. Tracing the historical development of public relations and advertising with the rise of one of the 20th century's least known and most influential figures "Eddy Bernays", he asks the question--who's really to blame…

This study was an investigation into the ways in which two classes of six- and seven-year-old children in Hawaii talked about the media. The children were shown video clips from a variety of media and asked to respond both orally and in writing. The qualitative data gathered in this study were researcher notes, video and audio-taped focus group…

The concept of relevance is an obvious component in the success of classroom science investigations, but it is also one of the tenets behind the numerous media advertisements that bombard our senses on a daily basis. The authors decided to capitalize on the similarities between process-based science and the world of advertising by initiating…

This paper explores primary school children's ability to engage with "the power of the text" by tackling persuasive writing in the form of an advertisement. It is eclectically framed within genre theory and rhetorical studies and makes use of linguistic tools and concepts. The paper argues that writing research has not built upon earlier…

The contest "Touched by Advertising," organized by the Publicity Department of Nebrija University, gives awards in three general categories: Great Touched, Young Touched and Touched to Career Development. Alongside these general categories, there are technical awards for the best slogan, the best performance, the best score and the best…

This study examines the evolving roles and responsibilities of entry-level academic reference positions, as stated in recent job advertisements posted on the American Library Association's JobLIST Web site and other sources. Findings from a content analysis of these advertisements indicate that current entry-level reference positions in academic…

A new phenomenon on Facebook, resulting from social media revolution, is the emergence of numerous Facebook fan pages. This form of online brand community is an effective tool for building relationships with consumers. Many hospitality firms (i.e. restaurants) have captured the strength of a fan page because it can enhance brand attractiveness and…

The implementation of the Common Core Standards has just begun and these standards will impact a generation that communicates with technology more than anything else. Texting, cell phones, Facebook, YouTube, Skype, etc. are the ways they speak with their friends and the world. The Common Core Standards recognize this. According to the Common Core…

Purpose: Through examination of a case study this paper aims to describe a brand re-positioning exercise and explore how an emotionally driven approach to branding can help create meaningful connections with potential undergraduate students and can positively influence choice. Design/methodology/approach: The paper's approach is a case study…

Educators often focus on enhancing student motivation and engagement. This article describes an activity with these aims, in which undergraduates (a) learn about theories and research on means of persuasion and (b) in small groups design and record a public service announcement (PSA) video, write a brief paper that outlines the theories used to…

This study qualitatively explored the impact of gambling advertising on problem gambling by interviewing twenty-five people with current or past gambling problems. Interviews were relatively long and involved the participants' viewing numerous examples of gambling advertising. A quarter of the participants reported that gambling advertising had no…

While schools have taught media literacy for many years, new challenges are raised by the growth of digital media and the sophistication of marketing techniques aimed at children. In response to a moral panic over the dangers posed by new media, schools have focused on cyber-safety education to reduce the incidence of phenomena such as…

Educational institutions understand the importance of having a positive image among their target audiences, but the process of creating, enhancing, and managing that image remains challenging to many. Confusion over what branding is only adds to the challenge. Consultants define "brand" as promising an experience and delivering on that…