A study was conducted to determine the political issues of the 1980 presidential campaigns as expressed by televised political spot advertisements during the primaries. Issue information was coded for 140 30- and 60-second political commercials. An advertisement's issue score was defined as the number of terms used that matched terms from a…

Content analysis was used to study the values evident in televised beer and wine commercials. Seventy-seven prime time commercials, 7.6% of a week's total, were analyzed along value dimensions adapted from Gallup's measure of popular social values. The intensity of each value was coded on a five-point scale. None of the commercials in the beer and…

To seek insight into the ethical and risk-taking orientations of advertising agency entrepreneurs, a study focused on the impact of these orientations on the entrepreneur's practices and perceptions of responsibility surrounding client legal services. Subjects, 152 entrepreneurs at 152 start-up agencies (defined as having six or fewer employees…

Although wide variations exist among service professions, several common attributes affect the role of advertising in the service industries. For example, because a service is intangible, it cannot be evaluated before purchased or consumed. Depending on the degree of intangibility, the consumer's assessment becomes that much more difficult, and…

Locus of control is a personality trait that influences human behavior in many situations. Internal-external control reactions to a persuasive message and the recall of the message were examined in two studies. In the first study, 35 undergraduate students' locus of control was measured using Duttweiler's Internal Control Measure. On the basis of…

Film historians have tended to overlook the industrial film even though it has been widely used as a sales tool since early in this century. The Caterpillar Tractor Company was one of the first to adopt this medium as a means of demonstrating what its machines could do in a variety of situations. While other types of films have been made by…

The major policy issues raised by Federal Communications Commission (FCC) regulations with regard to the year-round nature of political media campaigns and the emergence of political action committees (PACs) are explored in this paper. The first part of the paper introduces the major policy issues, specifically who should have an affirmative right…

The 1984 campaign between Republican Jesse Helms and Democrat Jim Hunt of North Carolina was one of the most expensive campaigns in history. The Helms campaign spent an estimated $15.6 million and Hunt is believed to have raised $9.8 million. Both sides relied heavily on television advertising. A study was conducted to measure the link between…

Author provided examples to help teachers begin work in evaluative listening in their classes and considered the influence of advertising on children. (Author/RK)

Twenty-two advertisements from "Reader's Digest" and twenty-two from "Retirement Living" magazine were analyzed in order to determine the way in which old people are portrayed. The advertisements were found to support the common societal stereotypes that old people are unproductive, prefer to associate with other old people rather than with…

This paper reports the successive steps in the development of an adjective rating scale for measuring audience responses to short previews of coming films. Seven filtering steps were used to reduce an original list of 600 adjectives and adjectival phrases into a final rating scale with 101 words. From factor analyses of the responses of college…

This summary report highlights the results of a study that examined the effects of the first phase of a nationwide, multimedia, crime prevention campaign featuring a trench-coated, animated dog named McGruff. Following an introduction explaining the purpose of the two surveys that comprised the study, the eight remaining sections of the report…

A study examined the effect of humor on the perceived credibility, character, and authority of an advertisement and on the recall of that advertisement. Two groups of subjects each heard two radio spot announcements, one humorous and one serious. Two different products were advertised, so that the first group of subjects, 117 college advertising…

This brief, annotated bibliography consists of selected references to publications which focus on consumer protection of children. The publications include those published from 1973 onwards by the International Organization of Consumers Unions (IOCU) and IOCU member organizations. Contents of the bibliography are related to five categories of…

Social scientists who begin a public health education intervention by surveying the literature would be hard-pressed to find guidance about what to do and what to avoid when planning the media strategy of their campaign. What is needed is a media strategy to develop the greatest control possible over community exposure to the messages of the…