Develops a typology of corporate advocacy advertising and examines why corporations have begun to present their political perspective directly to mass audiences. Categorizes corporate advocacy ads as public interest, participation, patriotic, free enterprise, controversy, equal time, image, informative, advertorial, and recruitment. (PD)

Analyzed the historical and family life changes in the images of family intimacy depicted in magazine advertising for over 50 years. Concludes that closeness appears to have increased in importance as a factor in the portrayal of family relations. (PD)

Discusses factors involved in the decision to use electronic media in educational marketing. Explains the use of public service programing and paid commercials, including the information needed from the station, the possibility of in-house production, and methods of choosing the medium and air time to purchase. Mentions alternative media and…

Reports on the use of magazine advertisements in an elementary French class to give insights into aspects of traditional and contemporary French civilization. Included are techniques for presentation, use of students' native language, what the ads reflect, outline of possible themes, and reproductions of several advertisements. (AMH)

The catalog has become a "Catch 22" for colleges and universities; it is necessary to publish it, but the institution becomes liable for the printed information. Courts have determined a contractual relationship established by the catalog, and precautionary steps should be taken to avoid liability litigation. (MSE)

Four journalism teachers provide information on the use of tape recordings and written transcripts to illustrate the importance of factual accuracy, voluntary participation in a special advertising class, a method of teaching the history of public relations, and the importance of drill work to improve journalists' spelling abilities. (RL)

The author argues that teachers and schools which seek to develop rational and thoughtful citizens are locked in a power struggle with television and its sponsors, who have a direct stake in creating a manipulable, consuming mentality in the American people. (Author/SJL)

Describes a University of Pittsburgh placement office program to increase placement of graduates with local businesses. To challenge the employment agencies' monopoly on this market, an advertising and direct communications program was launched with continuing good results. (JAC)

Responding to concerns expressed frequently by educators and parents that the mass media is having a negative effect on children's minds, the article reviews various existing and potential forms of media management. (DB)

As both advertising and training exist to indoctrinate a certain group and move it to action, five advertising techniques that trainers might use in their work are described and applied to training: culture (organization) building, market planning, promotion, educational techniques, and motivational techniques. (MF)

Describes an independent study unit that enables students in a high school journalism class to research their future positions as newspaper staff members, formulate goals for the coming year, and become better prepared for their staff work. (GT)

Home economists and other educators are responsible for making certain that consumers are aware not only of racism and sexism in advertising, but also of their right to complain about advertisements. (TA)

Examines the power of positive publicity as cost-effective child-care marketing. Suggests that getting positive press can make marketing easier, less expensive, and fun. Notes that by creating news stories and developing a working relationship with targeted media, child-care-center directors can inform, educate, and create new prospects and…

Identifies three types of translation blunders found in international business communication: those due to carelessness, those due to words having multiple meanings, and those due to idioms. A number of mistakes from actual advertising mistranslations are included as examples. (Author/CK)