Examines cultural and personal factors which may affect an individual's request for medical information from a librarian and the concept of the librarian as "educator-catalyst" working with health care professionals, highlighting self-destructive tendencies of society, negative effects of some advertising, the flood tide of health…

Notes that modern advertising and marketing practices are becoming an integral part of Chinese economic planning and are being used to stimulate higher quality and productivity. (FL)

Reports on the creative productivity scores achieved by advertising students in a creative strategy course. (HOD)

This discussion of methods of integrating the corporate library into the mainstream of affairs highlights three major elements of the process: marketing, production, and advertising. Professionalism and the information seeking behavior of clients are noted. Five references are provided. (EJS)

Reviews the history of advertising, through its images, from the end of the nineteenth century to the present. Analyzes advertising and propaganda styles, their symbols, the interaction between commercial and political messages, and the impact of audiovisual techniques on promotional images. (MES)

Analyzes the language and rhetoric of persuasive discourse as employed in advertising. Uses a selection of bank advertisements as a corpus, identifying and discussing four basic models of discourse. The discussion focuses on the rhetorical devices that characterize each type of text. (MES)

Some preliminary findings on a study conducted by one retailer who was concerned about his advertising budget and the effects his advertising was having on his customers are presented. Results suggest that advertising must consist of a combination of different media. A customer questionnaire is included. (MLW)

Criticizes the increasing infiltration of private corporations into the public schools through "educational" aids offers of "free" equipment in exchange for product labels; and the provision of technical assistance, management training, and scholarships. (GC)

Interviews with media coordinators Peter Dailey and Gerald Rafshoon reveal the rationale for television advertising techniques used during the 1980 presidential campaign. Epilog reinforces the importance of the study of this kind of reality communication for speech communication scholars and students. (PD)

Investigates the efficacy of including peer interaction in television advertising directed to children. Results suggest that this variable provides increased liking for commercials, but does not affect product desirability. Nine references are cited. (Author/MER)

Comparing help-wanted ads to the number of library school graduates seems to indicate a relationship between the two which helps define the library job market. (Author)

Questionnaires were administered to 214 Mexican American adolescents to determine their attitudes toward television commercial truthfulness and to examine those attitudes in concert with developmental levels of reasoning among high school students. Fifteen references are listed. (FM)

An analysis of 156 television political spot advertisements revealed that the most prevalent type of content was issue-related (although very few advertisements revealed a specific candidate issue position), followed by content focusing on candidate qualities, then by references to certain demographic groups, and finally by the transmission of…

An evaluation of the food industry's role in educating children on nutrition raises the question of how objective this instruction is, and whether the industry should be engaged in nutrition education at all. (JD)

Reviews a study of viewer recall of disclaimer information required in commercials. Indicates that aural and video disclaimers are generally ineffective because they are either not attended to or not comprehended. (JMF)