The purpose of this research study was to present an objective examination of the attitudes of seven key respondent groups towards the major issues surrounding television advertising and children. A mail questionnaire was used as the major research instrument for the initial survey, and personal interviews were used to gather data for the general…

The concept of the agenda setting function of the mass media holds that apart from any influence they may have on voter attitudes or behavior, the mass media apparently influence voters' perceptions of the importance of the issues. The agenda setting function of the mass media is analyzed for significance in this investigation. A panel study of…

The primary purpose of this study was to investigate the effectiveness of "The Propaganda Game" in teaching selected persuasion techniques which may be used in the advertising of health products or services. The sample included 224 students in an introductory personal health course at Eastern Michigan University. The subjects were…

Following a 10-page introduction covering the background of the National Home Study Council (NHSC), the Council's comments on the Federal Trade Commission's (FTC) proposed Trade Regulation Rule as published in the FEDERAL REGISTER, August 15, 1974, are stated. The Council maintains the proposed Rule is unprecedentedly severe and contrary to the…

This pamphlet discusses some of the values and responsibilities of advertising in a free competitive economy. One of the primary objectives of advertising is to communicate truthfully. The laws of the Federal Trade Commission exist to protect the public from wrong and misleading information, but the greatest protection is the hard light of…

The ancient principle of caveat emptor (let the buyer beware) is largely dead, but remnants of the rule remain in the privilege to use puffery, a type of subjective opinion claim which is defended by the law on the ground that it does not deceive the public even though it is false. While behavioral evidence suggests that many such claims actually…

One of a series prepared by the Hawaii Newspaper Agency, this teaching guide offers suggestions on using the daily newspaper for consumer education and provides ideas on how to make students consumer conscious through experience gained in the classroom. It sets up problems relevant to students (adult or younger) in their lives outside the…

Although advertisers and marketers can expect stronger controls in all West European countries, especially by governments, they must be alert to country-by-country differences. Political moves to the left in any country will hasten controls. Consumerism is militant in some countries, practically dormat in others. Although self regulation is strong…

A collection of 20 essays on creative problem solving in advertising and sales promotion considers the relationship between client and agency and the degree of creativity that is necessary or desirable for each side to bring to their collaboration. The different essays are fully illustrated and specifically focus on such areas as creativity in…

In response to numerous complaints about frequently sexist and degrading portrayals of women in advertising, the Ontario Status of Women Council sponsored a survey, in 1974 and 1975, designed to provide insights into the sorts of things that women find objectionable in advertising and the most common sources and subjects of offensive ads. This…

Several classroom activities designed to examine the persuasive techniques used in consumer advertising are outlined. (DE)

Concludes that no evidence exists to support the claim that advertising has the power to change human values, although advertising can be said to inform some members of the culture about the predominant value system that is used in a culture at a particular time. (RL)

Educational problems are related to national and international issues; they can be solved if teachers see beyond the atomizing images projected by advertising and the news media. (DD)

Focuses on the attitudes held by accountants, attorneys, dentists, and physicians regarding advertising. Concludes that all four groups have negative perceptions about advertising, but that accountants and attorneys are more positive toward the potential role that advertising could play in their professions. (RL)

Reviews literature on cognitive, attitudinal, and behavioral effects of television commercials on children. Both cumulative exposure and heavy viewing effects are discussed. (SB)