Seeks to determine if adolescents who drink, or have intentions to drink, find image advertisements for alcohol more appealing than product advertisements. Results indicate that image advertising was preferred to product advertising, particularly by younger adolescents. Evidence of an association between preference for image advertisements and…

Provides some background on the use of magical language in technical contexts, gives examples of magical discourse in technology advertisements and newsmagazine articles, and proposes a technical communication pedagogy of media analysis. Notes that the proposed pedagogy involves students conducting diagnostic critiques of media texts and affords…

Describes technological, demographic, and market forces shaping the new digital media culture and the various Web sites being created for children and teens, explaining how heavily-promoted commercial sites overshadow educational sites. Discusses efforts to create safe Internet zones for children. Recommends actions to promote development of a…

Describes a technique that demystifies the creative process and teaches advertising students to understand that creativity is nothing more than taking something ordinary (a product) and looking at it from an extraordinary point of view (an ad). (SR)

Examines the women's pages of the "Washington Post" in the 1950s that were edited by Marie Sauer. States that the newspaper turned down Sauer's request in 1952 to change from traditional women's pages to a unisex "lifestyle" section. Analyzes how women's pages were shaped by factors such as advertising, professional values, and…

Survey responses and interviews of 246 (of 437) subscribers to 3 agricultural newspapers determined that supplements were a cost-effective way to reach farmers with extension information. A majority of 55 extension agents surveyed approved of supplements, but 29% opposed distributing them through extension if they contained ads; 56% approved if…

Discusses some types of writing tasks, such as advertising, in which a writer might want to create ambiguous wordplays. States that a more conscious understanding of the structure of a language could make the generation of structural ambiguities easier. Examines some structural features of English that could prove useful to advertisers who wish to…

Discusses the transition period in Poland. Considers legal regulation of mass media within the framework of public opinion changes and the democratization of society. States that craving for a free media was not fulfilled as Poland moved to a more free society--commercialization caused the growth of the advertising industry, but public service…

Suggests that teachers of middle and secondary students use the legal and ethical questions that have evolved around commercial advertising as a springboard to introduce students to the importance of ethical decision making in general. Discusses law versus ethics; why ethics is practically important; and ethical truthfulness. (SR)

Examines the influence of soft-money-sponsored issue-advocacy advertising in U.S. House and Senate campaigns, comparing its effects against candidate-sponsored positive advertising and contrast advertising on viewers' candidate preferences and on their attitude that reflect democratic values. Reveals no main effects for advertising approach on…

Discusses ways to turn information from a business card into an advertisement to be placed in a student publication. Addresses visual interest, typography, and other design issues. Includes several sample advertisements and a classroom activity involving redesigning a business card into an advertisement. (RS)

Presents a critical review of academic work on negativity in political advertising that shows that the concept has been defined in ways that are too broad, insufficiently holistic, and too pejorative. Suggests exploratory data indicate that the component parts of negativity are: misleading claims, emotional appeals, one-sided attacks, and a…

Contents of outreach position announcements posted in "College and Research Libraries News" from 1970 through 2004 were examined. Ads fell within three broad groups: distance education, multicultural services, and specialized. Overall, outreach positions have been on the rise with the exception of multicultural services librarian positions that…

This paper discusses a new marketing strategy that could yield new revenue opportunities. Internet-based marketing is not for the faint of heart. Even colleges that embrace the strategies note that they are rife with complications. Nonprofit colleges increasingly rely on Internet advertising to recruit students, and the phenomenon has caught the…

Our paper deals with the relationship between sustainability, media advertisements and their effect on children. This topic is highly actual today, as the children of today, who grow up in front of the TV will be the consumers of tomorrow. The perpetual growth of consuming and gathering material goods is not serving the sustainable development.…