This book provides a broad, introductory overview of issues affecting the marketing of public library collections, with examples and research results from more than 200 libraries of all sizes. This new edition of the work updates and expands the original, referencing new studies (published since 1992), encompassing more of the literature from…

Rather than viewing Channel One's World Wide Web site as an authentic news bureau, as the organization claims, it is better understood as an advertising delivery system. The web site is an attempt to expand Channel One's reach into schools, taking advantage of unsuspecting teachers and students who might fall prey to spurious claims. This paper…

The Advertising section of the Proceedings contains the following 13 papers: "Offering a Creative Track in the Advertising Major: A Case History" (Beth E. Barnes and Carla V. Lloyd); "Messages of Individualism in French, Spanish, and American Television Advertising" (Ronald E. Taylor and Joyce Wolburg); "Frequency Levels…

Peer helping has recently been adopted by many schools, but use of these services remains mixed. The different ways in which peer helpers can be selected are described and examples of effective programs already in place are offered. The two types of cognitive processes used to evaluate advertising campaigns--automatic and strategic--are discussed…

A Media Studies program enhances the goals of formal schooling by providing every student with knowledge and skills to wisely select, access and use the communications and information tools they will need to be responsible citizens in a free society. All students deserve a good media education. This paper provides a model to address this need…

This document, which was written for adult educators in Georgia, offers instructional plans and practical strategies for helping students in adult literacy, adult basic education, General Educational Development, and English-as-a-second-language programs become critical television viewers. The document begins with a discussion of why television…

An approach used to teach English as a foreign language (EFL) and American culture that addresses the four language skills (listening, speaking, reading writing) in a complementary, non-contrived way is described. Classroom activities combine television viewing, discussion, writing, and reading journal entries. Students watch small segments of…

The Advertising section of the proceedings contains the following 14 selected papers: "Preparing the Entry-level Advertising Portfolio: Pointing Creative Students in the Right Direction" (Sheri J. Broyles); "Effects of Issue Ads on Candidate Evaluation and Voting Preference: Does Sponsorship Matter?" (Fuyuan Shen and H. Denis…

This report summarizes findings of focus groups of recent high school graduates conducted during new student orientation at Carroll Community College (CCC) in fall 1999. Students were invited to participate in focus groups at the conclusion of the all-day orientation. Three focus groups were held, two with six participants and one with five…

Offers teaching tips for journalism courses focused on advertising, court issues, news writing, editing, and video display terminals. (HOD)

A cultural awareness technique developed for eighth-grade French students involves having students put together title or section pages in their notebooks on specified topics such as French products, geography, and common symbolism. The pages are later used for class discussion and further study. (MSE)

Results suggest that family communication structures affect adolescents' perception of the communication process. Adolescents from pluralistic families are more likely to have greater knowledge about consumer matters, are more likely to perform socially desirable consumer behaviors, and are less likely to hold materialistic attitudes. (PD)

Discusses the speech act approach and its usefulness in conveying the meaning of the imperative both for the native speaker and for the purpose of language acquisition. Analyses the infinitival construction of German-language advertising slogans and describes its potential for conveying a variety of messages. (Author/MES)

Four ideas for French language classroom activities are described: an exercise in listening to popular songs; a film scenario rewriting exercise; a technique for teaching the subjunctive mood; and a paired or small-group activity to enhance understanding of advertising. (MSE)

Discusses accounts of classroom practices which draw on socially critical literacy approaches. Outlines how the author was able to work in partnership with an academic mentor in the implementation of a unit of work on Advertising. Notes that what made this unit distinctively English was that a "culture of critique" was established which…