In 1993, the Task Force on Integrated Communications reported that public relations and advertising students would better be prepared to enter a changing communications industry through an "integrated" curriculum. This paper is a case study of how one university has attempted to meet that challenge. The work has resulted in the development of an…

Analyzes the persuasive techniques of advertisements and suggests strategies to promote students' critical reading of these ads. (MM)

Examines the role of the electronic media in the English classroom. (HOD)

Discusses the advances in and prospects of success for computerized systems, such as teletext, involving electronic transfer to the home of information traditionally transmitted through the newspaper. The new technology's effect in the marketplace, its providers, content, and potential audience are surveyed with respect to the future role of the…

Presents the results of a contrastive study of French and English advertisements directed at family needs. The study, based on the work of British students attending an advanced French course, analyzes male and female roles, stereotypes, and changes, as they emerge from the language and images of advertising. (MES)

Under trademark law a school automatically develops rights in the use of its name, athletic team, names and slogans, and seals and symbols, but federal registration is also available. Registration provides both national constructive notice of the claim of rights and incontestability of rights after five years of continuous use. (MSE)

Analyzes promotional brochures distributed by chautauqua circuits between 1904-1932. Illustrates how chautauqua programs reflected the social-intellectual themes of their time. Provides an understanding of how publicity agents viewed their audiences and modified rhetoric to meet the changing marketplace. (PD)

Teaching students copywriting gives them writing techniques that will help them boil a 100-word message down to 20 for a letter, write a memo that is memorable because of its clarity and word choice, or produce a report that offers findings in a readable, believable way. (HOD)

Describes an English teacher's experiences when one of his ninth grade classes studying language in advertising was filmed for national television. He found that he and his students all enjoyed their celebrity status, but the glamor surrounding the medium itself obscured the intent of the lesson. (AM)

The regulation of specialization is seen as essential to the regulation of advertising for truthfulness and quality assurance. Leadership by the American Bar Association in the specialist movement is discussed. State developments are outlined. (AVAIL: University of Manitoba, Winnipeg, Manitoba, Canada, R3T 2N2, $5.00) (MLW)

Presents three ideas for use in business communication courses: (1) using advertisements to teach sales writing, (2) establishing strong student-teacher relationships, and (3) using proposal writing to increase student interest in business communication. (FL)

Mass media, including television and advertising, has created a popular culture in which adolescents and children are taught the need to gain material gratification and group membership through a superficial attempt at fitting themselves into a preconceived mold. Those who fall short of the effort develop feelings of inferiority and may become…

Many institutions are trying to increase their enrollment of adult continuing education students. Direct mail recruiting techniques are described, including: (1) frame the message for the audience, (2) state benefits of purchase, (3) stimulate action, and (4) assess responses and measure effectiveness. (MLW)

To aid teachers in media selection, this column looks at an array of fairly recent filmstrips, films, video cassettes, slides, and recordings for consumer education, arranged by topic and in ascending grade level order. It also suggests some ready sources of government pamphlets. Ordering information is appended. (Author/SJL)

Focuses on the guidelines for leadership qualifications, member expectations, advertising, confidentiality, voluntary or involuntary memberships, and protection of members from physical or psychological harm. Encourages counselors to support the development and adoption of a set of ethical standards. (Author)