Posters' power in academic advertising to persuade and inform is successful when message and graphics are combined. Design principles and techniques are identified: symbolism, symbiosis, substitution, sequence, scale, silhouette, script, spectrum, and simplicity. Designers should avoid: typographic fog, color confusion, excessive elements, and…

Discusses children's television viewing, particulary their exposure to advertisements for proprietary drug products, and relates this to their views of the amount of sickness in society and the reliance on medicine. (JMF)

The University of Akron measured the effects of a three-year advertising campaign by means of a questionnaire sent to high school seniors and their parents as well as incoming freshmen enrollees. The results indicated that the advertising had been effective and supplied the university with guidelines for future campaigns. (Author)

Describes advertising sales strategies to help faculty advisers of community college newspapers increase revenues. Argues that sales representatives should know their product well and maintain demographic information on the paper's readership. Includes strategies for organizing advertising staff, searching for potential clients, and taking charge…

Focuses on an undergraduate student project which asked students to write a paper based on their examination of age preferences indicated by writers of personal advertisements appearing in newspapers. Reports on the student responses to this project using a questionnaire. Examines the student scores on the final examination for the course. (CMK)

A media unit for inner city high school students examined the relationship between youth and advertising by using drama as the medium through which learning and research occurred. Data were presented through scripted dramatic scenes. How the interpretation and generation of data were embedded in the process of writing these scripts is explained.…

Proposes that the means of communication dictate who communicates and what is communicated. Discusses the use of television in the 1988 presidential election and identifies the principles upon which television operates. Outlines necessary critical viewing skills that students should learn. Points out that these skills lead to rationality. (KO)

Argues that the U.S. government suppression of tobacco advertising is inconsistent with the First Amendment. Cites court decisions declaring that truthful commercial speech concerning lawful activity can be suppressed only if restraint directly advances a substantial government interest. Concludes that Congress should repeal prohibition on…

Presents arguments against Bruce Fein's article, "First Amendment Protects Tobacco Advertising." Claims Fein misconstrues the nature and purpose of tobacco advertising, that he confuses governmental paternalism with efforts to protect public health, and that he misreads the extent to which the Supreme Court protects commercial speech…

Effective promotion and communication of public library services is essential. The following questions are examined: (1) Why promote? (2) What should be promoted? (3) How much promotion/communication needs to be done? (4) What is the best way to promote/communicate? and (5) What are some of the potential pitfalls? Thomas Smith's "Hints to…

Presents 13 active-learning activities designed for use in consumer behavior courses. The exercises involve students in brief activities, such as analysis of persuasion techniques in advertising, and follow-up discussion. Reports that students found the exercises enjoyable and worthwhile. (CFR)

Reports a national telephone survey that measured public support for seven proposals to restrict youth access to tobacco products. Nearly all respondents believed child and adolescent smoking was a serious problem. Most supported all proposed measures to restrict children's access to tobacco and to increase the cigarette excise tax. (Author/SM)

Describes the process of writing and designing an effective brochure about a child care center, including working with professional designers and printers. (DR)

Develops and tests hypotheses concerning the relationship of different media to psychological outcomes; postulates that print media are related to analytic cognition (reason) and electronic media to syncretic cognition (emotion). Two hundred forty magazine and television advertisements are analyzed in terms of attributes and reactions they invoke.…

Discusses the Business and Economics Education (BEE) portion of the National Curriculum in Great Britain. Describes a project for incorporating technology training into other subject areas for a common, practical approach to learning. Emphasizes the importance of having a specialist to teach BEE to provide a quality experience and ensure…