Presents three brief articles written by teachers that 1) describe a collection of approaches that utilize newspapers and magazines as the "excellent teaching tools they are"; (2) plunge students into critical analysis through the use of advertisements in magazines; (3) present ideas on how to teach students to create writing prompts…

Presents a case study of the United Colors of Benetton advertising campaign as a conscious strategy to transform advertising into a broader category of communication. Argues that the campaign reflects the discomfort created by the postmodern dilemma of arbitrary meaning. Analyzes selected advertisements from the campaign. Recommends further study…

Discusses advertising on the World Wide Web and examines the issues that have to be resolved before such activities can proceed. Suggests a boilerplate policy for other institutions that may wish to explore this avenue for publicity and revenue generation. (Author/AEF)

Addresses the growing trend of schools and districts accepting corporate money and the dangers of corporate partnerships. Stresses the need for critical dialogue and analysis of the implications of such partnerships. (Contains 22 references.) (SK)

Examines introductory genres and their various realizations, conventionally used to introduce academic books and variously named as "introduction,""preface,""acknowledgement," and "publishers blurb" to investigate their nature, function, and structure within the context of current theory in genre analysis…

Examines the perceived influence of alcohol advertising in a daily campus newspaper on the drinking behaviors of students. Findings indicated that college students do perceive that their drinking patterns are influenced by alcohol promotions in the campus newspaper and, furthermore, that self-identified binge drinkers were influenced significantly…

Compared the effects of personalized direct mail recruitment letters on the response rate of 2 groups of 300 students each. One group received a personalized recruitment letter; the other received a nonpersonalized letter. Results showed no statistical difference in response rate between the 2 groups. (TE)

The promotional campaigns of three colleges who attract nontraditional students are described. Metropolitan Community Colleges (Missouri) showcase alumni success stories and faculty profiles. The University of Maryland University College uses ads in regional newspapers. The University of Richmond University College uses advisory boards made up of…

Analyzes the content of campaign advertising in seven states. Focuses attention on: the media mix by which state candidates communicate; the electoral conditions most likely to elicit policy content in advertising; and the pictures of state and federal legislatures which emerge from this communication. (RS)

Shows how the advertisement copy for "collectible art" can be used to develop a definition of art. Suggests that middle and high school students should look at the criteria for art offered in the advertisements. Recommends they analyze the terminology used to convince the lay person that the object is "genuine" art. (LS)

Argues that the public relations and advertising disciplines are inextricably linked and should be related in a cohesive writing sequence. Emphasizes that beginning advertising and public relations students should develop their news writing skills. (MM)

Discusses three of the more significant ethical problems related to the advertising operation of student and commercial publications: (1) explaining circulation to potential advertisers; (2) negotiating special deals; and (3) following through with quality and distribution. (MS)

Analyzes progress in the fight against the "cigarette epidemic," presents evidence relating smoking to cancer, and provides suggestions for citizen action to curb cigarette-smoking and to prevent children from developing the habit. (LS)

Outlines a series of progressive exercises designed to train students in written persuasive discourse in French. The technique involves observation of advertising, study of premises, arguments, and conclusions, pragmatic text analysis, training in logical construction, and development of argumentative strategies. (MSE)

Utah State Extension collaborated with community groups and local cable providers to broadcast programs for parents on teen sexuality and substance abuse. A survey of cable subscribers yielded 638 responses (4.5%). Of the 103 who watched programs, most were positive, but better ways to advertise the programs were needed. (SK)