Forty students aged 9-18 were asked to explain the meanings of lexically ambiguous advertisements from magazines, newspapers, and brochures. Older subjects explained the meanings correctly more frequently than younger subjects. The psychological meanings of the ads were found to be more difficult to explain than the physical meanings. (Author/JDD)

Examines the effects of selected antecedent variables and communication processes on the consumer behavior of the elderly. Results suggest that the mass media and the family may be instrumental in reinforcing or developing traditional sex-role stereotypes among the elderly, whereas consumer education may help them filter puffery in advertisements.…

Presents a list of possible lecture topics on propaganda in advertising and a list of the kinds of propaganda used, particularly in television advertising. (HTH)

Examines the history of alcoholic beverage advertising and the possible outcome of a constitutional challenge to laws that attempt to prohibit such ads from radio and television. (FL)

The potential for college use and development of radio stations is explored, and innovative and effective ideas from colleges' current efforts are presented. Topics covered include news services, phone-in features, student staff, college program highlights, foreign language programs, paid advertising, and public service announcements. (MSE)

Indicates that although computer science has been free of male domination, the stereotype of computers as male machines is emerging with increasing growth in microcomputer use by children. Factors that account for this development and some strategies teachers can adopt to equalize computer use by boys and girls are presented. (MBR)

Describes how the school intercom system was used to announce a new book of the day in persuasive terms during December, Reading Month, in Virginia. Includes sample booktalks. (CRH)

This book is a guide for encouraging critical television viewing skills in children, allowing them to make up their own minds about the power and influence of television. The introduction addresses the importance of television in North America and compares viewing patterns with those in other countries. The text throughout is accompanied by…

This report describes the use of the Internet as an image and information resource in an introductory television and radio production class (COMM 223: Principles of Radio and Television Production) at Western Illinois University. The report states that the class's two lab sections spent the first half of the semester preparing a television…

The Minorities and Communication section of the proceedings contains the following 4 selected papers: "Differences in Media by Online Business in Black- and White-Targeted Magazines: The Potential Impact of the Digital Divide on Ad Placement" (Osei Appiah and Matthew Wagner); "Racial Stereotyping and Mass Mediated Contact"…

Includes 1800 citations relevant to the practice and professional development of public relations, in the following categories: public relations, communication, research, media relations, publicity, advertising, health and welfare, lobbying, and activism, etc. (Available from Communication Research Associates, 7100 Baltimore Blvd., Suite 500,…

Charges that mass media campaigns have not been effective in dealing with such public health problems as drinking, smoking, and drugs. Reasons for this lack of effectiveness are discussed in terms of a hostile environment of antihealth advertising. Three conditions for success (monopolization, canalization, and supplementation) are discussed. (JAC)

Alumni periodical editors who successfully carry advertising were surveyed. Advertising, it is suggested, can pay for itself and defray part of production and distribution costs. The range of advertisers includes national, local, and in-house advertising, classified, business and professional advertising, and career placement advertising. (MLW)

Three major types of market research can be helpful in college marketing: exploratory (internal and external to the college); developmental, to test marketing strategies and messages; and evaluative, to complete the market planning cycle. Increasingly sophisticated and accountable marketing techniques can be developed. (MSE)

Summarizes research dealing with (1) the handling of controversial newspapers columns, (2) media exposure and attitude consistency about immigration, (3) alcohol advertising and magazine editorial content, (4) headline readability, (5) crime news in Black weeklies, (6) city magazine problems, (7) coverage of Vietnam veterans, and (8) researchers'…