Assesses the magnitude and incidence of experimentally determined deceptive advertising decisions in supermarket advertisements. Shows that many reduced-priced items are displayed less prominently, lessening a consumer's ability to show economically. (RL)

Points out the need for a consumer focus in cross-national research to aid multinational marketers in developing relevant strategies. (KS)

Offers suggestions to high school newspaper staffs for designing effective advertisements for local businesses and then selling them to the businesses. Notes that carefully planned advertisements can increase the appeal and value of a publication. (GW)

Examines the research on the effects of television advertising on children and discusses an experiment which studied children's vulnerability to television commercials. (MB)

Reports on the findings of a content analysis of 896 nationally televised advertisements which showed that strictly defined, comparative advertisements are a relatively small percentage of total national television advertisements and that certain product types (drugs, household, and foods) are more likely to utilize comparisons. (MB)

Discusses the responsibility of public school newspapers to carefully review the political advertising considered for publication because as a public forum paper, the school newspaper must represent a variety of political viewpoints. (SRT)

Argues that a job application assignment which focuses on the persuasive nature of recruiting from the perspective of the employer enables students to become familiar with the total recruiting process, which in turn should improve their job search strategies. (MS)

Uses examples from advertisements to support the claim that usage opinions have a minimal influence on actual usage, and formulates a new law of usage, stating that when a language change occurs, some people will adopt it, some will oppose it, and most will ignore it. (NH)

First-graders (identified as high-risk for reading difficulties) were taught to read examples of "environmental print" (words on candy wrappers, grocery bags, newspaper advertisements) and were able to identify and write words when logos and supporting detail were removed, indicating that activities using environmental print can…

Summarizes six studies that look at (1) development news in two Asian countries, (2) U.S. media citations in "Neues Deutschland," (3) censoring ("editing") the comics, (4) how newspapers cover education in three countries, (5) newspaper advertisements in Canadian election campaigns, and (6) school-press relations. (FL)

Describes an advertising campaign designed to create awareness of cooperative education in students, parents, and business people who can sponsor co-op jobs. Discusses benefits to students, employers, and society. (JM)

Four practicing teachers discuss the effect of advertising language and how it affects the teaching of correct usage. (EL)

Presents a description of Act I, the newest database from Data Courier, Inc., which provides an online directory of computer related companies and products. Highlights include content, applications, most useful features, classification code/classification name, and output. A sample record, journals list, and database specifications are included.…

The University of California at Santa Cruz had an innovative curriculum but in 1976 was unable to hold on to its students, and enrollments started to fall. The Santa Cruz experience gives an insight into liberal learning and the impact of professionalization on education today. (MLW)

Notes the prevalance of advertising language and personae in student writing. Includes exercises that evoke the advertising voice, suggesting that using these as a stepping stone to teaching advertising is preferable to a separate advertising unit. (HTH)