The ABC television network's "Monday Night Football" (MNF) series is a very successful example of the symbiotic relationship between advertising, television, and sports. Assuming that the athletic contests are packaged as slick entertainment to draw both fans and nonfans to the real programing--the commercials--a study was organized to examine…

Defamation of character, as applied to libel and slander legal decisions, is the subject of this paper. After briefly describing the basis of liability, the author discusses "libels per quod." He then cites numerous court decisions in commenting on mitigating circumstances in action for libel or slander, including absolute privilege,…

Major conceptual differences exist between critical communication scholars and marketing researchers in their approaches to the study of international advertising. In marketing research, the conceptual framework is characteristically built around the multinational corporation, while critical communication scholarship stresses the nation-state. The…

The characteristics of 69 award-winning television commercials from 1948 through 1958 were compared to those of 58 award-winning commercials from 1976 and 1977. The examined characteristics were type of storyline used, selling strategies, use of humor, live action versus animation, production techniques, and the depiction of blacks, women,…

This document presented by the National Citizens' Committee for Broadcasting at a 1976 press conference provides an assortment of materials concerned with violence in television. Among the materials included are "Who Sponsors the New Fall Violence?" by Nicholas Johnson, a description of and rationale for the study of advertisers who…

This bibliography, based on searches of "Educational Index,""Resources in Education," and "Psychological Abstracts," lists articles, reports, and dissertations detailing the application of marketing science to educational settings. Entries are organized in five sections: research methods in marketing; marketing research; applications of marketing…

This paper reviews two studies, published in 1972 and in 1974, that dealt with women's roles in television advertising, and it reports on a study of men's and women's roles in 595 television commercials shown in the Rochester, New York, area during March 1974. Results are presented with regard to the sex of the voice-over announcer, the sex of the…

The concept of "frame of reference" offers a perspective from which to examine the many factors which affect advertising response. The advertiser is interested in affecting two types of overt behavior. First, the individual is induced to select a particular stimulus (the advertisement) from competing stimuli (such as other people, noise,…

In order to determine whether advertising should be taught in the journalism school or the business school, it is necessary to consider the strengths of both schools and then to compare them to the objectives of advertising education and the needs of advertising students. The strengths of the business school grow from its systems approach while…

Results of the staggering number of hours which children spend watching television (an average of 54 hours a week for a preschooler, who will have accumulated a total of 5000 hours by first grade) may be seen in the influence children--swayed by commercials--have over their mothers' grocery choices and in the dramatic increase of both wild…

Eighty college students were administered 26 Likert-type statements designed to measure their attitudes toward advertising along four different dimensions: economic effects of advertising, social effects of advertising, ethics of advertising, and regulation of advertising. Analysis of the responses revealed five clusters or "types" of individuals…

This paper reports on a study designed to analyze the impact that advertising by the federal government might have on the nation.s media, specifically the nation's magazines. The U.S. government was the tenth leading national advertiser in the United States in 1973 and spent an estimated $99 million, $80 million of which represented military…

This experimental and exploratory study sought to measure the effectiveness of illustrations in selected magazine advertisements. Twenty ads from general interest consumer magazines were systematically selected and photographed on 35mm slides. The subjects for the study were juniors and seniors in journalism and psychology classes at the…

Twenty-three "social effect" concept statements were investigated in this study dealing with advertising's portrayal of married life; vanity, sexual, snob, and fear appeals; the use of black models in ads; product puffery--conformity to other's social lifestyles; and over-the-counter drug advertising. A questionnaire was mailed to 393 Atlanta,…

In testimony before the Senate Commerce Committee the author reiterates charges he made in his original testimony to that committee in 1970. He states that food advertisements on television aimed at children are misleading and that the foods advertised are nutritionally worthless. He cites a study that showed that the boxes in which the cereal was…