This study evaluated the impact of a public service advertising campaign conducted for Recruiting New Teachers, Inc (RNT). The study surveyed a national sample of 2,750 individuals who called the RNT toll-free number mentioned in public service advertising and returned information about their educational background and teaching interests. The…

This volume presents solutions, recommendations, and strategies in eleven interrelated areas considered at the Surgeon General's Workshop on Drunk Driving held in Washington, D.C. in December of 1988. Lists of the members of the Workshop Planning Committee and members of the federal advisory group on follow-up activities for the workshop are…

The media imperialism approach to studies of communications in South America lacks sensitivity to the historical dimension, and tends to define the issues of western media imperialism in the context of the United States post-World War II ascendancy to world power. Through an examination of the expansion of U. S. communication interests into Latin…

One of a series of units introducing secondary school students to business issues, this packet focuses on the television industry and its social and political influence. A teacher's guide and student materials are provided in two separate sections. Following an overview of objectives and activities, the teacher's guide outlines five daily lessons.…

Kenneth Burke's concepts of identification, the five terms of dramatism, and strategic uses of ambiguity can be successfully taught to undergraduates if appropriate and familiar examples are used. Print and electronic advertising offer the instructor an up-to-date, familiar, and abundant source of classroom examples. Market segmentation models…

Current advertising courses and educational practices reflect advertising education's allegiance to the real world, particularly the real world as defined by large advertising agencies. A student-run ad agency provides students with a total learning experience on a small advertising agency scale in line with what they are likely to experience in…

A comparison of German and American advertising reveals differences in technique and structures. Persuasion is central in both, but the grammatical structures and illocutionary devices available in each language vary. The culture is also reflected in the type and degree to which each language uses techniques of persuasive language. The findings…

Focusing on the impact of advertisers' persuasive selling messages on consumers, this paper discusses topics relating to the theory of psychological type congruence. Based on an examination of persuasion theory and relevant psychological concepts, including recent cognitive stability and personality and needs theory and the older concept of…

This curriculum guide is one of nine such guides developed for an Alberta high school business education program. Its content covers the main subject area or strand of marketing. Subject to the constraints outlined in the guide, the modules are to be formatted into three- or four-credit courses within each strand. Introductory materials include a…

To address the issues of drunk driving and failure to use car restraints among teens and young adults, a 21-month-long media campaign has been developed especially for the 15- to 24-year-old audience to compare the effectiveness of paid advertisements and public service announcements. A formative research approach to message design will be used to…

Examining responses to print alcohol advertisements, a study questioned whether alcohol advertisers distinguish between "hard" and "soft" liquors (e.g. wine coolers and liqueurs). Subjects, 102 junior and senior high school students in a major metropolitan area, were asked to examine one set of three ads--either hard liquor ads…

The use of newspaper and magazine advertisements for teaching foreign language skills in listening, speaking, reading, and writing as well as vocabulary, idiomatic expressions, grammar, pronunciation, and culture is encouraged and discussed. Suggested lessons and classroom activities are presented in four categories: vocabulary, grammatical rules…

Featuring real-life examples that show economic principles at work, this document contains teaching units which are designed to supplement basic economics and consumer education textbooks in social studies, home economics, and business education classes. Written for grades 9-12, and adaptable for grades 7-8, the materials bring economic principles…

Federal regulations to prevent deceptive advertising seek to balance the advertiser's freedom of speech with protection of the consumer. This paper discusses what the Federal Trade Commission (FTC) has done to regulate advertising and evaluates the adequacy of its controls. The commission uses cease-and-desist orders, affirmative disclosure,…

This teacher developed case study which surveys the meteoric rise of the McDonald's Corporation and that of its chief promoter, Ray Kroc, is intended to help secondary students develop an understanding of economics and of the decision-making process. A teacher's guide containing questions for discussion and suggestions for class activities is…