This paper examines the prominence of written English on shop signs in Japan. Based on data from a larger empirical study into multilingual signs in Tokyo, the most common ways of using English and the roman alphabet on Japanese shops signs are identified. It is argued that the ambivalent nature of English loan words plays a key role in the ever…

Much of the advertising content children see is adult-oriented. However, research has focused on commercials designed for child audiences. Also, whether advertising is commercially successful or not, it constitutes a "form of acculturation". However, research is mainly focused on perception of the commercial dimension of advertising, and…

This article examines the way in which selfhood is constructed in direct-to-consumer advertisements for antidepressant medications. The sample consists of advertisements that appeared in nine popular magazines between 1997 and 2005, television commercials that ran between 2003 and 2005, and online promotional Web sites. The analysis is divided…

This study investigates the relationship between parents and politics. In part one, the effect of having school-aged children on parents' political outcomes is examined. Do the resource constraints associated with child-rearing depress participation, or does the presence of children increase activity? One finds that parents are more active in…

Teachers of English as a foreign language (EFL) who want to develop successful lessons face numerous challenges, including large class sizes and inadequate instructional materials and technological support. Another problem is unmotivated students who refuse to participate in class activities. According to Harmer (2007), uncooperative and…

Special events defined as being "newsworthy events" are becoming a way of American life. They are also a means for making a lot of money. Examples of special events that are cited most frequently are often the most minor of events; e.g., the open house, the new business opening day gala, or a celebration of some event in an organization.…

The key to marketing a town is determining and promoting the town's "differential advantage" or uniqueness that would make people want to visit or live there. Exercises to help communities gain important insights into the town's competitive edge include a brainstorming session with knowledgeable community members, a visitor…

A study examined American Advertising Federation (AAF) National Student Advertising Competition (NSAC) team faculty advisor beliefs regarding the value of the competition for themselves and students. The value for the advisors is assessed according to intrinsic and extrinsic rewards, career goals, and tenure, promotion, and/or merit prospects. The…

As the advertising industry has undergone many changes recently, advertising faculty may be wondering whether the set of courses they have been offering provides adequate preparation for the marketplace. A study examined two different approaches to curriculum review and explored their usefulness in two case studies. The first approach, Zero-Based…

A study examined similarities and differences between the reactions of Baby Boomers (age 29 to 47) and members of Generation X (age 17 to 28) to 35 objectionable magazine advertisements. In an earlier study, 29 students in an advertising campaigns course ranked the objectionable advertisements (identified by students in an introductory course) by…

Connecting the curriculum of the K-12 classroom with the "curriculum of the living room," this book helps teachers and library media specialists maintain a viable program of visual (or media) literacy by presenting background information on the visual literacy movement and dozens of effective strategies and classroom activities that are ready to…

Relevance theory, the premise that a hearer will make the effort to process a communication if he or she feels it will alter or enrich his/her cognitive environment, can be useful for increasing the effectiveness of advertising communication. It is particularly helpful for analyzing and improving the effectiveness of the creative devices often…

A study examined the message features that influence an innovation's acceptance by a mass audience. The study looked at three strategies of innovational rhetoric (denial of controversy, subtle criticism of existing institutions, and projection of a rhetorical vision) used by a commercial broadcasting company, called Whittle Communications in 1989,…

This digest addresses the question of health information and reporting in the mass media, focusing on its accuracy and on some researchers' ideas for improving the quality of the health information that is disseminated. The digest discusses accuracy in reporting, the role of commercial television, advertising, and the audiences for health…

Noting that basic courses in advertising provide little or no instruction in how to perform the tasks of account management, this paper suggests the outlines of a syllabus which will prepare a future account manager at least as well as courses in copy, layout, and media planning prepare their future professionals. The course outlined in the paper…