Sexism and racism in advertising have been well documented, but feminist research aimed at social change must go beyond existing content analyses to ask how advertising is created. Analysis of the "mirror assumption" (advertising reflects society) and the "gender assumption" (advertising speaks in a male voice to female…

Although the generation of creative appeals is the heart and soul of advertising, there has been little methodology developed for the classification and study of the appeals themselves. The paper recommends the use of an instrument which provides a technique that will enable the advertising researcher to develop descriptive studies of ad appeals.…

In recent years, many nonprofit organizations have begun to use marketing principles, partly because of the more competitive environment. This guide to marketing such an organization consists of four sections. Section 1, "Understanding Marketing," includes "Your Part in the Marketing Process" and "What is Marketing? Why Should You Do It?" Section…

A 7-week project was carried out at the University of Cincinnati (Ohio) which had the following goals: (1) teaching students enrolled in two sections of an interpersonal communication course about nonverbal communication, focusing on popular advertising and how such advertising exemplifies various areas within nonverbal communication theory; (2)…

The growth in competition for revenues, along with the advent of cable, independent television and video cassette recorders (VCR), may signify a change in the market structure of local television news. To explain if and how this change may be occurring, an explanation of economic theory as well as evidence from "Broadcast and Cable…

Team projects are commonly used for assignments in advertising coursework, since they parallel the team effort which ad professionals experience as a customary part of their work experience. However, while offering many benefits, this teaching format often means reduced visibility and/or responsibility for the individual. In creating this agency…

Previous economic models suggested that, due to the high channel capacity of cable technology and its capability of pricing television programs directly to the viewers, its diffusion would promote specialized "narrow appeal" programming designed to serve relatively small audience segments. While this has clearly occurred, these models do…

This monograph synthesizes the laws and regulations that form the basis of the right to representation in the court of public opinion by all who would seek to influence public and private decisions. It expresses the framework of human and social values that underlie this constitutional freedom and that give public relations and other management…

The bibliographies cited in this collection deal with substantive issues in mass communication. Entries exclude media as creative forms, technical aspects of production, indexes, and union lists. The 234 entries--all works published since 1924--are arranged according to the following categories: (1) advertising and public relations, (2)…

A study investigated whether receivers who detect senders behaving deceitfully will automatically become more resistent to the message being presented. By developing predictions derived from the Elaboration Likelihood Model (ELM), the study hypothesized that only noninvolved receivers would respond negatively to deceptive nonverbal cues in a…

This bibliography lists and describes published and unpublished material relating to mass communications in Taiwan, from 1945 to 1973. Almost all the items listed are written in Chinese. The bibliography is divided into 17 sections: bibliography and reference material; communication theory and research methods; communication (general); media…

This paper investigates the potential effectiveness of counter advertising in influencing the buying habits of a convinced audience. One month before the actual study, 109 subjects indicated a brand preference in a consumer questionnaire. The subjects were randomly assigned to groups that viewed one of the following: (1) a pro-Bayer aspirin…

Outside the academic ranks, little is known about advances being made in the field of reading instruction. This guide has been prepared by the International Reading Association to help local councils publicize the work being done in reading and to cultivate public understanding and support of this work. Discussions of newspaper, radio, television,…

Originally intended for students with reading problems, this booklet may also be helpful to anyone who wants to make use of newspaper want ads. The eight teaching units discuss the following topics: (1) purposes for want ads, (2) finding want ads, (3) letting the alphabet help in reading want ads, (4) looking for a job, (5) looking for an…

A study to determine sex stereotyping in drug advertisements in five professional journals is reported. The first four studies examined advertisements from general medical journals; the fifth study obtained its data from a psychiatric journal. The journals are "Medical Economics,""American Family Physician,""Modern Medicine,""Journal of the…