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…

This report of a study investigating the advertising strategies of various senatorial candidates and their results presents a trend analysis of GOP Senatorial advertisements aired on television throughout the United States during the 1984 national election campaign. One hundred and one campaign spots from all geographic regions were examined in…

The basic arrangements and practices of American broadcast audience research and measurement were established during the first decade (1920-29) of the field's existence, and were motivated by commercial and competing institutional concerns within the broader context of evolving forms of imagination and expression. A review of the evidence found in…

Prior to 1961, the cost and inflexibility of colorcasting commercials and the limited number of color television sets in the United States had deterred advertisers from switching to color commercials. From 1961 to 1967, however, color's popularity grew significantly. It was hypothesized that, because research on television color effectiveness…

This paper examines how the new communication technology is challenging the "old" media, which includes radio, television, newspapers, magazines, and motion picture. The paper first provides an operational functional description of each of these media. Next the paper suggests another way to look at existing media. The paper then…

A study explored whether the pictorial coverage of African-Americans in three national magazines (Life, Newsweek, and Time) has increased over time, whether the content categories of those pictures has changed, and whether the picture percentage for African-Americans has approached their percentage of the population (11%). Content analysis of…

A pilot study examined how newspaper advertising sales managers in five southwestern states spend their time during a typical work day. Of the 360 questionnaires mailed, 176 responses were received. The largest number of responses (93) came from retail sales managers of newspapers in markets with less than 50,000 population. The questionnaire…

To examine the content of newspaper advertisements used by banks before, during, and after a major bank collapse, issues of the Knoxville (Tennessee) "News Sentinel" from 1982, 1983, and 1984 were analyzed for bank sponsored product and nonproduct advertisements. These advertisements were studied for type, size, and content relating to…

Based on research findings that sex stereotyping used for product commercials is offensive and often ineffective, recommendations for change have been proposed to the advertising industry. Women, in particular, have been portrayed in advertising in traditional domestic roles, emphasizing the consumer role, especially in television advertising.…

Through a review of data from the Campbell-Ewald Advertising Agency and its creative director, the Chevrolet car company, and a review of the award-winning television commercials, this paper explores the successful relationship between Chevrolet and that agency from 1955 to 1965. Following an introduction and a list the questions asked about both…

This bibliography lists and describes published and unpublished material relating to mass communications in Singapore, from 1945 to 1973. Most of the items listed are written in English; a limited number are in Chinese. The bibliography is divided into 18 sections: bibliography and reference material; communication theory and research methods;…

This monograph examines the impact of media advertising on the poor. The first half of the report discusses research on the conceptual styles of the poor, mass communication among the poor, and advertising and the low-income consumer. The second half describes the methodology and results of a study of the advertising evaluation capacity and…

Prompted by an awareness of nostalgic trends during the 1960s and 1970s in movies, television programing, fashion, interior design, and architecture, a study compared such trends in graphic design in both magazine articles and magazine advertisements. Specifically, it noted the frequency of occurrence of nostalgia in the two graphic design areas…

A detailed description is presented of a foreign language (FL) week project that was organized and executed by the Houston Area Teachers of Foreign Languages (HATFL) during the 1979-80 academic year. The document describes the preparation activities of the organizing committee, the pre-foreign language week advertising campaigns, the design of…

Compiled in response to the need for more information on the differences between the press systems of the United States and the Soviet Union, this bibliography contains 240 entries. Consisting of newspaper articles, journal articles, books, and pamphlets, the bibliography provides an overview of the different journalistic philosophies of the two…