Four paperbacks that will help students examine propaganda and advertising techniques are reviewed. (JH)

Both sides of advertising--the insidious and the artistic--should be studied in every composition class.

Shows that the cultural content of Philippine print-media advertising does not reflect Philippine culture, but instead appears to reflect Western culture. (RB)

This experimental comparison of the advertising effectiveness of television, movies, radio, and print finds no support for McLuhan's idea that television is a "cool" medium and movies are a "hot" medium. (RB)

A mock trial offers a situation for students to learn about the Federal Trade Commission, about deceptive advertising practices, and about identification of misleading advertisements. (Author/KM)

This paper provides a selected review of political candidate campaign advertising studies from the political science, mass communication, advertising, and political communication literature. The paper examines the literature in terms of research pertaining to (1) candidate advertising content (commercials for male versus female candidates and for…

A study investigated the relationship between readability of advertising copy and conventional measures of ad readership. It was hypothesized that readership scores would be higher for advertisements containing copy with the highest and lowest computed readership grade levels. Fifty-five full-page advertisements that met arbitrary minimal copy…

Deconstruction is a critical literary theory which focuses on the unintentional meanings of a text and aims to achieve an unprejudiced, value-free vision of the social and political power structures in society that combine to produce the text. The development of such critical skills in advertising students will deepen their ability to judge the…

In 1974, 1976, and 1980 three best-selling books were published by Prentice Hall authored by Wilson Bryan Key. Key adopted the viewpoint that subliminal perception was a new phenomenon and that advertisers and advertising agencies were involved in manipulation of the public with the cooperation of the mass media. This study asks whether professors…

Because recent restrictive changes in cigarette advertising laws have unknown consequences for advertisers, this report outlines the history of the controversy over whether to allow cigarette advertisements, explores its legal status with respect to First Amendment rights for advertisers, and considers potential solutions to the conflict between…

The ratio of journalism students choosing advertising to those choosing a news-editorial emphasis has risen dramatically in the 1980s. To determine whether students are rejecting the news-editorial curriculum based on their beliefs that occupations in this field offer low salaries, poor working conditions, and less creative opportunity than…

As the competition among providers in the continuing education market intensifies, universities starting new seminars will need to alter their marketing and recruitment procedures drastically. Telemarketing and a two-step marketing approach will undoubtedly become more widespread in the future. Individuals responsible for marketing continuing…

A study reexamined survey data collected in late October 1984 in order to test the validity of the generalization that people are influenced more by television ads than they are by television news. Sampling was based on random digit dialing in Dane County, Wisconsin, and 416 interviews conducted by telephone. Data analysis indicated that the…

The goal of this paper is to describe how one classroom teacher uses the Sender-Receiver Communications Model to illustrate for students in a lively and memorable way the process of "targeting your audience" with medium and message. Students are used as examples of Receivers, or target audience, illustrating the potential range of…

A study examined the status of women in the creative departments of advertising agencies. In November 1987, questionnaires were sent to the creative directors of the 196 member agencies of the Adcraft Club of Detroit (the largest advertising club in the nation). Sixty-four questionnaires were returned. Answers and comments from the directors…