The recent success of the United States antismoking movement has produced a marked decline in the U.S. smoking population. A study employed Jurgen Habermas' communicative competency theory to examine United States smoking controversy discourse and identify the most successful appeals of the antismoking movement. Analysis revealed that primary…

This document presents the results of a mandated study of commercialism in the schools carried out by Washington State's Office of the Superintendent of Public Instruction. The study was prompted by the issues surrounding Channel One, a 12-minute televised news program designed for secondary school students that includes 2 minutes of commercials.…

Advertising copy should be given classroom attention in literary as well as moral terms. (JH)

Results of a pilot test for a public relations campaign to assist in the distribution of funds from the settlement of a nationwide class action suit brought by tenants against the Department of Housing and Urban Development (HUD) are presented in this report. The first chapter presents the background of the case, noting that tenants of Section 236…

This paper is an analysis of the different aspects of the music video. Music video is defined as having three meanings: an individual clip, a format, or the "aesthetic" that describes what the clips and format look like. The paper examines interruptions, the dialectical tension and the organization of the work of art, shot-scene…

In an effort to plan a more useful media course for advertising majors at Marquette University, Milwaukee, Wisconsin, a survey was conducted, along with a series of informal interviews, of media directors with large and small advertising firms. The five participating directors completed broad questionnaires on which they rated on a five-point…

Convinced that students in a college advertising class could profit from a discussion about AIDS and condom advertising and hoping to design a related creative problem that would incorporate effective advertising principles, an instructor planned a class project that revolved around public service advertising and the AIDS issue. The students…

A midwestern university is testing a program that uses the Apple II computer to help students in an advertising research course develop their skills in preparing and presenting research reports using computer generated graphics for both oral and written presentations. One of the course requirements is the preparation of a final project, including…

A study examined the effects of factors (including television, family, peers, age, and socioeconomic status) on consumer socialization, the process by which individuals develop consumption-related cognitions and behaviors. The specific criterion variables studied included consumer affairs knowledge, puffery filtering, consumer finance management,…

Television politics, emphasizing emotions over rational decision making, has been accused of warping the political process, especially in the election of the president. In the incomplete medium--the collection of dots--that is television, the viewer completes the circle of communication, filling in the image with his or her own attitudes. The…

A study investigated advertising executives' perceptions of the importance of culture in international advertising, as well as advertising message approaches used by international corporations. It was hypothesized that more nonculturally oriented managers would agree to the use of the same creative strategies to advertise in both domestic and…

This paper presents a self-contained summary in English of the results of a research project conducted for the Nordic Council of Ministers to define problems, advantages, and disadvantages of the electronic dissemination of information for consumers, and to determine whether consumer organizations should adapt their information activities and…

In 1985 the Agency for Instructional Technology conducted its second national contest to search out the best promotion and utilization ideas that instructional television (ITV) agencies use to increase use of instructional video materials; and this 1986 compilation of the award-winning ideas is intended to serve as a reference for instructional…

Questionnaires were mailed to 261 agencies involved in public relations and publicity services, 56 agencies involved in advertising, and public relations directors of 183 corporations and other nonagency organizations in order to determine the knowledge and skill areas important to agency and organizational public relations employers. In an effort…

A study examined the particular variables utilized in argumentative spots (political advertisements that attempt to tell the audience where the candidate stands on particular topics) of the 1984 GOP senatorial hopefuls, in an attempt to ascertain if any advantages were manifested in different commercial patterns in content and format of the ads…