Puffery refers to advertising statements which are not illegal, though they cannot be proven to be true. By legal definition, puffery is advertising or other sales representations which praise the item to be sold with subjective opinions, superlatives, or exaggerations, vaguely and generally, stating no specific facts. This book examines the…

During the recent election campaigns in the United States, speculative arguments about the use or the abuse of televised political spot commercials to "package" and "sell" the candidates to the public were widespread. With this popularly held belief in mind, the present study concerned itself with the reactions to and utilization of televised…

A problem currently facing many advertising agencies is the recruitment of top quality business school graduates as potential account managers. Viewing the problem from a marketing perspective, a career in advertising is seen as a product competing with other careers for the market of new graduates. Then it is possible to use one of the…

As an early product of the National Council of Teachers of English (NCTE) Committee on Public Doublespeak, this publication seeks both to provide teachers of English and speech already concerned about the social effects of language with current studies on the subject and to persuade other colleagues of the importance of preparing students to cope…

This introductory, secondary level course in advertising design provides a vocational orientation to art education. The concern of the course is the eventual use of commercial art--to persuade consumers to buy goods and services. Objectives of the course include competencies in the technical aspects of commercial art and an awareness of consumer…

The Airman Enlistment Questionnaire was administered to a sample of non prior service enlistees, 1,667 males and 300 females. Analysis of the responses shows (1)educational opportunity is the strongest motivator for enlisting in the Air Force; (2) there is an indication that Air Force advertising should make different appeals to men and women; and…

The purpose of this study was to secure the opinions of educators and practitioners as to how helpful advertising educators have been in the past, their potential for help in the future, and, based on this response, how they can be helpful. Members of the Advertising Division of the Association for Education in Journalism and of the American…

The results presented in this article are but a portion of the information gathered in a larger survey examining the relative roles of "selective exposure" to and "selective retention" of political advertising during the 1972 presidential election. Random samples in two metropolitan areas in different regions of the country (Atlanta, Ga., n=281;…

One previously untested benefit of political advertising before elections may be that it serves "internal" as well as "external" needs, i.e., it boosts the morale of the campaign staff and provides them with information to persuade voters. This proposition was tested during the 1970 Wisconsin gubernatorial campaign by means of a questionnaire…

The effects of spot television commercials during political campaigns were studied. A telephone survey was conducted to see what effect such commercials had on voters in the 1970 Wisconsin and Colorado gubernatorial elections. The results showed that this approach is the most efficient way of reaching a vast majority of the electorate, although it…

Developed as a second level option to follow an introductory course in marketing and distribution, or as an advanced course in continuing education, this guide outlines principles and practices needed by persons who wish to enter the field of advertising services or for individuals who desire to upgrade their skills in this area. The content,…

The Alternatives Project, a 60-week, mass media, mental health education project, had as its goals community education and increased public awareness of mental health facilities in the community. Sponsored by the River Region Mental Health/Mental Retardation Board in Louisville, Kentucky, the program made use of creatively produced, coordinated…

In light of recent court rulings and Federal Trade Commission (FTC) hearings regarding unfair methods of competition and deceptive advertising, a content analysis was conducted of 20 randomly selected college catalogs from 2-year and 4-year, public and private institutions. Four types of misrepresentations were identified including institutional…

Humor in college and university publications is helping editors and designers communicate to target audiences. Successful campus punmakers are identified at LaGuardia Community College, Brigham Young University, and Johns Hopkins. (MLW)

This paper investigates visible stigmas which make people unacceptable in terms of societal values. Many of these values are presented in television commercials. A content analysis of commercials shows that about 26% of them are stigma-oriented but they are not especially directed toward minority audiences. (VM)