To determine consumer preference regarding four forms of mass communication, an 18-item questionnaire was devised that asked individuals where they sought information on national and world affairs, local events, entertainment, and shopping (advertising). Results from the 108 respondents in the random sample indicated the following: newspapers…

This paper reports an investigation on the educational impact of warning labels on cigarette packages on adolescents. Subjects were asked to identify the locations of warning labels on cigarette packages and advertising and to restate the warning label. Results indicated that official warnings may be well known in general terms but poorly known in…

Rhetoric, the persuasive use of language to influence public thought and action, is experienced in advertising, and advertising can be used as a medium for teaching rhetoric. Advertising demonstrates both admirable and creative use of English and despicable corruption of both language and thought. Both aspects can be employed in teaching…

At Michigan State University, a "hands on" approach to the advertising campaigns course has proven successful. The course is limited to 25 students who work in groups of five to develop and prepare an advertising campaign for a client who has agreed to provide information and funds for the course and who in return will get a plans book…

The creation in 1971 of the National Advertising Review Board (NARB) and its investigative arm, the National Advertising Division, was a response by the advertising industry to the pressures and criticisms of consumerism that had mounted during the previous decade and peaked as the 1970s began. In contrast to previous periods, the 1960s and 1970s…

Designed as a resource for all educational personnel involved with Child Find/Serve activities, the manual contains three sections which may be used independently or as a group to provide an overview of the Child Find/Serve process. The first section is an activity based handbook developed to assist in the evaluation of existing and beginning…

A content analysis of issues of "Ladies' Home Journal" drawn from the early 1960s and from the mid-1970s was conducted to determine if fiction and advertising in the magazines had shown any response to the women's movement and if there was a difference between fiction and advertising in their response to that movement. A total of 12…

A trend analysis was conducted to determine the characteristics of news articles, editorials, and advertisements about tobacco that appeared in the magazines "Newsweek,""Time," and "U. S. News and World Report." Nine time periods in three intervals were studied: 1959-1961-1963, 1965-1967-1969, and 1973-1975-1977. An…

This paper gives an overview of the legal environment of advertising as it is influenced by the Supreme Court and by the Federal Trade Commission (FTC) and provides some clues as to what advertisers might expect in that environment in the future. Using a thematic approach to examine the current FTC and judicial system views of advertising as a…

A five-point, seven-item semantic differential scale was used to collect data from 130 high school students about their perceptions of foreign-made products and the relation of national stereotypes to product stereotypes. To assure consistency, the same product classes (all products, automobiles, cameras, and mechanical toys) and foreign countries…

This paper provides an analysis and review of recent court cases in which advertising was a major factor in determinations as to whether a breach of warranty or a false advertising claim existed. Special attention is given both to implied and to expressed warranty. When possible, discussion is structured to provide definitional or rule-making…

Knowing what a journalist does and what opportunities are available to graduates in this field is necessary to anyone interested in a journalism career. This reprint discusses five major categories of journalism careers: writing and editing the news for print and electronic media, commercial and professional writing, advertising, public relations,…

This bibliography lists published and unpublished material relating to mass communications in Malaysia, 1945 to 1973. Most of the items listed are written in English and Malay, and a limited number are in Chinese. The bibliography is divided into 21 sections: bibliography and reference material; communication theory, research methods;…

Differing ethical approaches increase the confusion of the controversy over children's television advertising between the Federal Trade Commission (FTC) and representatives of marketing and broadcasting. Marketers and broadcasters base the argument for the status quo on teleologic (situational accommodation) grounds; namely, the competitive nature…

Because children are exposed to highly professional sales pitches on television and because the old material produced by the Institute of Propaganda Analysis is outdated and in error, a new tool for the analysis of propaganda and persuasion is called for. Such a tool is the intensify/downplay pattern analysis chart, which includes the basic…