Examines the 1996 prospectuses of secondary schools, whose 1991 prospectuses were reviewed in earlier research, in order to consider the ways in which schools present themselves in the educational market place. Shows that the business of marketing through prospectuses is taken seriously and can be modeled using game theories. (DSK)

The market and advertising media aimed at children has skyrocketed in recent years. Many new products targeting 8-12-year-olds appeal to their sense of teen fashion, image consciousness, and independence from adults. Describes the development of this market aimed at early adolescents and how it is changing childhood as Americans have known it. (SM)

Offers suggestions from a veteran public relations practitioner on how colleges can effectively use media resources to advertise academic programs, workforce training, and continuing education opportunities. Focuses on maximizing the benefits of using these five media outlets: newspapers, radio and TV, direct mail, the Internet, and cable…

Argues that many of the agents of transmission of persuasive communication to the classroom (i.e., public relations and advertising educators) are not as well prepared for the task as might be thought. Considers how curricular integration in advertising and public relations makes good economic sense, but to also make good educational sense it…

Uses discourses on "computer-phobia" and "computer addiction" to describe the cultural work involved and marketing strategies used between 1960s-1990s regarding management of computer fear. Draws on popular discourses, advertisements, and advice literature to explore how the personal computer was successfully connected to middle-class family…

Contributes to scholarship on social movements, the strategic use of advertising, and journalism by documenting strategic use of advertising in the "New York Times" by the civil rights movement between 1955 and 1961. Finds that the ads framed the civil rights movement to prime the audience to receive radical messages from marginalized…

Many catalogs are built in an ad hoc fashion, which results in uncertain quality in publicly accessible network catalogs. This article discusses problems facing designers building catalogs for large networks, relating them to resource discovery; provides a usability framework based on library science and human computer interaction literature; and…

Analyzes Japanese magazine advertising text from an intracultural perspective based on gender. Uses content analysis to examine advertising text of eight gender-specific magazines. Reveals significant difference in the variability of message perception depending on target gender. Suggests the importance of recognizing intracultural variability,…

Instead of differentiating themselves by building "brand identities," colleges and universities often focus on competing with price. As a result, fewer and fewer institutions base their identities on value, the combination of quality and price. Methods of building two concepts to influence customers' brand image and brand loyalty are…

Suggests that a center's informational brochure can be either a valuable marketing tool or an expensive elimination incentive. Provides a list of five questions center directors should address before beginning the design and development of the center brochure. Lists seven guidelines for brochure development. (SD)

Considers how multimedia enhancements affect how much individuals learn from online news websites. Suggests that picture and audio are particularly powerful psychological cues. Finds that multimedia tends to hinder memory for story content and leads to negative evaluations of the site and its content, but improves memory for advertisements.…

Discusses five realms to explore when distinguishing the efficacy of images. Explores six ethical issues that the use of images raise, such as misconception and sensationalism. Proposes a strategy for analyzing controversial images and illustrates the use of this methodology by analyzing the use of "Joe Camel" in advertising. (CMK)

Presents a collection of suggestions for using computers to enhance learning, including: creating a Webquest to help students recognize the tactics advertisers use; using the Internet to participate in a global water sampling project; creating, administering, and grading tests online; and going to a Cyrano de Bergerac Web site to compose a love…

Explores the differences in techniques, strategies, narratives, and symbols used in 1,213 television issue ads and image ads from 13 U.S. presidential campaigns. Concludes that although the majority of both types of ads were positive, negative appeals dominated a higher percentage of issue ads as compared with image ads. (SG)

Attempts to measure translation quality raise important questions about the nature of textual transfer, the relationship between source- and target-language texts, and translation functions. Examination of a typical advertising text, translated from English to German, shows the degree of freedom with which texts are manipulated in professional…