Intended for any consumer who wishes to be informed and on guard against the persuasive tactics of the media, this book presents a method for analyzing and understanding the basic pattern of persuasion in commercial advertisements. The first chapter explains why it is important and useful to develop this critical skill. The next five chapters…

Publicity techniques for reaching commuter students are presented in this article. Following a discussion of the special problems associated with reaching commuter students with information, the difference between promotion, advertising, and publicity is explained. Publicity strategies are then provided for: (1) reaching adult students; (2)…

The extent to which children evaluated non-television advertisements differentially on the basis of performers' gender, expertise, and attractiveness was assessed. Participating were 56 girls and 47 boys attending first-, third-, and fifth-grade classes in Galveston, Texas. A total of 24 pairs of specially prepared advertisements were used as…

Many colleges are using commercial advertising techniques as an aid to recruitment. Federal Trade Commission safeguards against false or misleading advertising currently apply to proprietary schools, and may soon be applied to private non-profit and public schools as well. Administrators should apprise themselves of FTC standards. (NHM)

Personal ads, used to transcend social estrangement, are nothing other than written attempts at courtship. The idea of courtship is to maintain interaction through the continual negotiation of ambiguities. Historically, women have employed question-asking and attention-getting devices to combat male dominance and inattention in cross-sex…

Promotion, outreach, and data production efforts related to the 1990 decennial census conducted by the U.S. Department of Commerce are discussed. Promotional efforts, which particularly targeted minority groups, included multilingual mass media advertisements, public service announcements, press releases, school and church components, and…

The American Newspaper Association's 1986 compilation of 45 newspaper antitrust actions filed since 1980 revealed that the majority of antitrust actions during that period involved disputes over advertising practices. The federal government was virtually absent in its enforcement of antitrust laws against newspapers. About one-third of the…

Results of a small-scale study involving 20 third-grade students indicated that children who watch considerably less television than their peers nevertheless were effectively persuaded by virtue of what and when they watched. Additionally, while these children seemed to understand the functions of advertisments and had experienced prior…

The development of the advertising writer is really the development of an artist, an artistic process governed by the same exasperating lack of rules. It is above all an internal journey that each student must make to discover his or her own distinctive voice. Frequent assignments will eventually give rise to frequent moments of insight, charm,…

This paper addresses the question of teacher socialization through contrived images, i.e., the influence of advertising as part of an educational and socialization process. It examines ways in which computer advertisements directed towards teachers influence their perceptions of how computers can and should be used, and how the same advertisements…

This kit is intended to help program planners write the information needed for an effective brochure advertising a workshop, seminar, conference, class, or academy. The kit contains the following sections: (1) Benefit Headlines Capture Reader Attention; (2) Establish a Need Quickly; (3) Identifying the Audience; (4) Making Top Names Tops; (5)…

A study investigated the types of advertisements newspapers refuse as well as the attitudes of advertising managers about guidelines and laws concerning advertising refusal. Newspapers were selected from the "1985 Editor and Publisher Yearbook" using a systematic probability sampling method, and questionnaires were mailed to advertising…

Beauty, commercials, and hatred can be linked in an analysis of the dominant structures of advertising. Television commercials such as the one quoted in the title use a common rhetorical method: present an ideal state; imply that the viewer has not attained this state; offer a magical object which will connect the viewer with the desired state;…

At the University of Akron's Community and Technical College, the major student project for "Principles of Advertising" is the development of ad campaigns for an assigned product. Two groups of students, playing the role of advertising agencies, compete with each other while the remaining students in the class act as the clients. Among the…

This workshop summary offers a guide for women who are considering seeking public office. It covers pre-campaign concerns, development of a campaign plan, and keeping the campaign on target. While a campaign plan should be an anchor, it also should be a flexible tool that can be revised, if necessary. The document discusses "targeting,"…