Examines intended and unintended effects of print comparative political advertising on political decision making, voting preferences, and situational election involvement among a sample of communication and business undergraduate students. Suggests that comparative advertising reduces targeted-candidate voting preferences while avoiding most forms…

Analyzed more than 200 magazines to compare advertisements in magazines aimed at African Americans with advertisements in magazines aimed at Caucasians. Discusses results in terms of the demand characteristics implicit in gender advertisements and in terms of cultural differences in gender role expectations. (Author/SLD)

Empowering children to use the Internet safely and responsibly is essential. Students can also be taught to communicate positively with others. The CyberSmart! School Program offers a framework that teachers can use to discuss the Internet with students and raise awareness. Tips regarding etiquette, advertising, and privacy protection are also…

Examines the advocacy advertising used by Albert Shanker, president of the American Federation of Teachers, to increase public awareness of his views on how to improve U.S. public schools and student learning. His advertisements constitute a case study on communicating research-based findings related to specific educational policy issues.…

Describes an activity that centers around advertisements for alternative medical therapy devises based on magnets. (CCM)

Describes "ZAPME!," a company operating an Internet site geared toward educators, students, and parents offering computer hardware to schools in exchange for student-targeted classroom web advertising. Examines the design and web content of the site, and visits the corporate web site. Finds a calculated attempts to influence pedagogy and the…

Describes how a reading resource specialist in a middle school borrows advertising techniques to market books to students (a tough audience). Describes conducting a marketing analysis and making a marketing plan. Gives one example of giving a book talk that proved to be quite successful with a targeted group of students. (SR)

Notes that student writers gain greater insight into the importance of audience by analyzing business documents. Discusses how business writing teachers can help students understand the rhetorical refinements of writing to an audience. Presents an assignment designed to lead writers systematically through an analysis of two advertisements. (SG)

Uses content analysis of 306 consumer advertisements in "People's Daily" from 1979-91 to examine utilitarian and hedonistic themes and appeals. Finds support for the hypothesis that depictions of utilitarian values are decreasing, and indirect support for the hypothesis that hedonistic values are increasing. Suggests that Chinese…

Applicant evaluations of job messages conveyed through formal position advertisements were studied with 136 role-playing teachers. Findings indicate that administrators can maximize advertisement attractiveness to women by using intrinsic job attributes and placing them first, and maximize attractiveness to men by using extrinsic attributes and…

The critical literacy component of an adult program developed skills in analyzing media advertising; using math for data analysis, graphing, and computation; interpreting data; and becoming aware of advertising's part in reenforcing gender roles. (SK)

Reports that many college and university athletics departments are utilizing one of two companies, Fansonly or Total Sports, for their Web site development and maintenance. The companies propose to deliver advertising profits, merchandising revenues, and donations to the university but so far monetary gains have been slight, as the sites face…

Argues that advertising students should understand ethnic markets. Finds that only 15% of surveyed advertising professors said their departments offer courses focused exclusively on multicultural issues, only 13% said students were required to take courses relevant to ethnic advertising outside of their department, and over half spent three hours…

Suggests knowing the basics is critical if newspaper advisers and staffs are to move their newspaper into the best, excellent, superior, above average, all-everything category a scholastic press evaluation service may award. Discusses the basic areas of writing, design, photojournalism, advertising, and overall coverage. (RS)

Examined the use of animated spokes-characters as product representation in advertising as an aspect of stereotyping in television. Responses of 45 undergraduate students show that more male characters are remembered by viewers because more male characters are used. These stereotypes reinforce the notion that males are more important than females.…