In 1981, the conservative Coalition for Better Television (CBTV) threatened an economic boycott against advertisers who marketed their wares on programs that the coalition felt had excessive sex and violence. Because television networks are dependent on advertising, the coalition believed economic pressure on advertisers would force a…

Self-contained units of study on advertising will help secondary students to critically analyze the utility, completeness, and accuracy of various sources of product information. In the first of five units, students are asked to think about the many benefits consumers and producers derive from advertising. The second unit makes students aware that…

This report summarizes results of a 1984 study of the lifestyles, values, buying behavior, and media habits of the Hispanic American market. First, a number of shifts in U.S. political, social, and economic life (since 1981, when the first study of this type was conducted) which are changing the orientation of Hispanics are discussed. These shifts…

This document presents witness testimonies and prepared statements from the Congressional hearing called to examine the impact of broadcast alcohol advertising on alcohol-related problems, the responsibility of the broadcast media in shaping attitudes about alcohol, and how to reduce any negative impact of advertising. Statements were heard from…

Aldo Leopold was a pioneer in United States' wildlife management and his axiom is certainly familiar to anyone who has tried to repair a complex technological system; it applies equally whether one is rebuilding a small block V8 engine or repairing a computer. "Keep all the pieces" is good advice because in all likelihood they will all…

This part of a series of reports in this issue tests the difference between the televised "image" of women and reality. (CH)

The purpose of this study was to identify the effect of television advertising on different types of children--specifically, the cognitive responses and extra-product expectations fostered by television commercials in both white and black children. The subjects, 52 middle-class white children and 30 inner-city black children ranging in age from…

The issue of whether or not television should continue to air commercial announcements for over-the-counter (O-T-C) drugs has been debated in the United States. On 8 December 1976, the Federal Communications Commission denied a petition to ban such television commercials between 6 A.M. and 9 P.M. in part because it could find little scientific…

This book summarizes and appraises current knowledge and practice in the field of advertising research. The material is presented under the following chapter headings: aim and scope, how advertising communicates, how advertising sells, theme research, selecting target audiences, copy research, studies of advertising frequency, media research,…

Intended to provide the guidance needed for consistent and viable annual conference planning, this manual explains how to organize and plan for a successful and profitable conference, how to determine the responsibilities and duties of conference planners and coordinators, and how to plan for specific conference events. The responsibilities of a…

An historical review of definitions of visual literacy is summarized by the statement, "the transmission of meaning visually is what visual literacy is all about." To be visually literate is to be able to gain meaning from what we see and to be able to communicate meaning to others through the images we create. Three assumptions, taken from the…

Two experimental designs were used to test the hypothesis that abbreviations in classified advertisements decrease the reader's comprehension of such ads. In the first experimental design, 73 high school students read four ads (for employment, used cars, apartments for rent, and articles for sale) either with abbreviations or with all…

This annotated bibliography lists materials dealing with consumer education for the preschooler. Part one deals with curriculum development, consumer socialization, and advertising. Journal articles, monographs, ERIC documents, conference papers, and research reports are cited. Part two cites books, pamphlets, and other resources on programs and…

Developing an aesthetic theory of advertising, this paper offers the premise that advertising is a ritual, that it provides cultural roles, and that it reinforces people's perceptions of their common experiences. The paper discusses advertising and advertising art as a process that both draws from and is sustained by general culture while serving…

In a survey of commercial braodcasters, 80% of the respondents felt that university communications majors seeking on-the-air, nonnews jobs were unqualified for their chosen profession. Because teachers of oral interpretation possess the performance expertise that broadcasters need, they must be more actively involved in teaching broadcast…