The simplest form of institutional identity program is a wordmark--a typographic treatment of the institution's name--and a set of guidelines for presenting the wordmark on all communications. A more detailed program might include a logo, standards for the placement of information on the paper, family of typefaces, etc. (MLW)

Discusses methods that can be used to encourage students to use chemical principles to evaluate claims made in advertising. Considers weight loss diets, structure and properties, and reproducibility of evidence. (CW)

Offers an operational definition and typology of advocacy and image advertising as complementary forms of institutional advertising. Examines two of the more important forms of advocacy advertising--paid print editorials appearing on the "op-ed" page of the "New York Times" and the "advertorials" in two principal…

Examines the dominant cultural values of sport and their global diffusion and raises questions as to the degree the process is, or can be, resisted. Argues that the growth of television and the consequent growth of sponsorship has led to a challenge to the traditional amateur paternalist sport authorities from commercial entrepreneurship. (SRT)

Concludes that models in American magazine ads are older than those in Korean ads and are more likely to be smiling. (FL)

Investigated the persuasive impact of a national crime prevention campaign in the context of past and contemporary media efforts. Found that the campaign had marked influence on citizens' cognitions, attitudes, and behaviors regarding crime prevention. (PD)

Includes (1) survey results indicating value of traditional journalism and mass communication research; (2) survey results indicating knowledge of grammar, economics, and government are journalists' most valuable resources; (3) methods for teaching listening skills; (4) suggestions for giving public relations students an overview online services;…

Industries that provide services to businesses for a fee or on a contractual basis have had rapid gains in employment growth over the last decade, especially firms supplying computer and data processing services and temporary help; expansion is expected to continue. (Author)

Outlines a copywriting course generated by a former professional that duplicates the interactions and pressures of actual on-the-job experience. (CRH)

Brief research reports discuss Latin America as seen on United States network television; television news coverage of federal regulatory agencies; community perceptions of media impressions; active television viewing and cultivation hypothesis; the impact of cable on traditional television news viewing; George Kibbe Turner; advertising; and…

Provides specific examples of how students can apply business communication principles by fulfilling contracts with local businesses. Includes a sample direct mail advertising letter, and a successful student revision. (HTH)

This study surveyed regular and extended-day kindergarten teachers in the Detroit public school system. Key findings included the following: (1) most respondents (63.6 percent) had 5 or more years experience in their current position; (2) respondents reported an average class size of 22.7 to 30.4 students; (3) most respondents perceived that their…

This report from the 1997 Aspen Institute seminar concerns how demographic changes in American will affect Hispanic Americans' role in the business community. Section 1, "Lashes: Back, Front, and Sideways" (Harold Hodgkinson), describes pervasive national pessimism over demographic change and documents universal backlash to that change…

The History Division section of the proceedings contains the following 13 papers: "William G. Brownlow and The Knoxville 'Whig': A Career of Personal Journalism or Partisan Press?" (Alisa White Coleman); "Covering the Century: How Four New York Dailies Reported the End of the 19th Century" (Randall S. Sumpter); "Science,…

This paper focuses on how, by reinforcing and exploiting the emphasis on electronic technologies in school reform, marketers are integrating school children into the advertising and marketing system. The ZapMe! program is a for-profit venture that proposes to derive its profits from activities that link the academic activities of schools and the…