Presents a description of Act I, the newest database from Data Courier, Inc., which provides an online directory of computer related companies and products. Highlights include content, applications, most useful features, classification code/classification name, and output. A sample record, journals list, and database specifications are included.…

The University of California at Santa Cruz had an innovative curriculum but in 1976 was unable to hold on to its students, and enrollments started to fall. The Santa Cruz experience gives an insight into liberal learning and the impact of professionalization on education today. (MLW)

Notes the prevalance of advertising language and personae in student writing. Includes exercises that evoke the advertising voice, suggesting that using these as a stepping stone to teaching advertising is preferable to a separate advertising unit. (HTH)

Results of a national survey of two- and four-year colleges concerning their policies and procedures for nonfaculty personnel recruitment and advertising are reported. A list of participating institutions and the survey instrument and cover letter are included. (MSE)

Considers whether the media as a whole provide a rich marketplace of ideas. Concludes that the range of ideas and information is relatively narrow due to the nature of ownership and media economics, resulting in a homogenization of content. (PD)

Examines the impact of format (advertisement vs. news articles and releases) and source (commercial vs. noncommercial groups) on reactions to advocacy messages. (PD)

Argues that the use of pathos in persuasive messages is not only necessary for those persons specializing in promotional activities, but requisite for all who produce and use persuasion in daily life. (EL)

Discusses syntactic and stylistic errors in the language of advertising and the reason for these linguistic irregularities. Suggests ways of dealing with the problem. (EL)

Argues that English departments should be concerned with critical reading and writing of all kinds of texts. Suggests that the same kind of careful criticism used in the study of advertising should be used to evaluate literature, music, movies, and the other arts, with the immediate goal being a more self-conscious awareness of verbal and…

Analyzed inducements offered in brochures advertising the volunteer army. Found that (1) the appeals focused on education benefits, military/civilian job training, and economic incentives and (2) few appeals featured the intrinsic satisfactions of military service. Considers the implications in terms of recruitment and retention problems. (PD)

Describes using the parallels between developing the persuasive essay and an advertisement to help advertising students become aware of the importance of voice, point of view, and audience. Students complete a written essay modeled after the language and techniques employed by advertisers. (HTH)

The potential instructional uses of three kinds of French signs are outlined, focusing on the signs' function as pointers. The signs include road signs that give directions, public interdiction and instruction signs, and advertising used in public places. Illustrations and sample exercises are included. (MSE)

Reports the results of a survey of advertising executives that asked for assistance in designing an ideal curriculum for undergraduate advertising majors. (HOD)

Concludes that frequent movie goers use previews more than any other information source as the basis of their selections. (FL)

Discusses the effectiveness and reliability of the cloze procedure and its usefulness as an advertising copy-testing technique. Concludes that it can distinguish more memorable from less memorable messages. (FL)