Argues that copywriting students should be taught to recognize and create an advertising concept before learning to write advertising copy. Outlines a teaching method for creating advertising concepts, and discusses criteria for evaluating them. (MM)

Indicates that (1) both younger (four-five years) and older (seven-eight years) children were significantly less likely to discriminate commercial from program content when the host-selling format was viewed, and (2) older children are more favorably influenced by the same commercial content when it is seen in a host-selling presentation than in a…

Although Roosevelt High School (Maryland) boasted an excellent science program and award-winning teachers, colleges in neighboring states were relatively ignorant about the school. In 1985 Roosevelt High's principal, with help from a special committee, developed a distinctive brochure to advertise the school's uniqueness. (MLH)

Two student newspapers at the University of Wisconsin at Madison are in fierce competition for readers and advertisers. A proposal of the Badger Herald, an 18-year-old conservative weekly, that the two merge their financial operations was rejected by the liberal Daily Cardinal and the newspaper war was on. (MLW)

Investigates the influence of negative advertising in political campaigns. Concludes that negative advertising reduces the image evaluation of the targeted politician. (SRT)

Suggests teaching characterization in literature classes by having students write an advertisement similar to the Dewar's scotch advertisement, based on each of the characters in the novel "Ordinary People." Examples are included. (HTH)

Suggests humorous ways to generate student interest in literature such as creating advertising campaigns for characters in fiction. (SRT)

Discusses two questions: (1) Are we in the technology business, where we spend exorbitant time and energy debating which content and what method? and (2) Should we be in the business of serving all youth in a special way so they can grow, develop, and function successfully in a rapidly advancing technological world? (CT)

Synthesizes existing knowledge regarding the communication effects of animation and empirically assesses some of these effects. Results of this confirm that animation can be a viable method of advertising. (SRT)

Discusses a rationale for developing behavioral objects for the introduction of computers and other information technologies into advertising classes. Explores specific objectives, and provides examples to illustrate incorporating them into the advertising curriculum. (HTH)

Describes the role of private teachers in colonial America, including evening schools and literacy education, costs of instruction, basic writing and arithmetic curriculum, evening schoolhouses, and schoolmasters' characteristics. Newspaper advertisements served as primary sources for the study. (SK)

Reveals a trend toward more emphasis on images and less on issues in political advertising and news. (FL)

Concludes that the ads of winners in state contests in Alabama developed issues more than did the ads of losers, but that in federal races, there was less difference in the use of issues. (FL)

States that the business staff and business editor are important positions on a high school publication and suggests ways of improving their effectiveness, such as making appointments with advertisers, having effective procedures for collecting bills, and teaching students to look and behave professionally. (DF)

Concludes that in a state election, the public is exposed to a combination of policy and personal messages in the advertisements created by a candidate but that the overwhelming majority of these ads focus on the personal. (FL)