This research studies how brand identities, individually and communally, as read through websites are created among small and medium-sized enterprise breweries in western Pennsylvania. Content analysis through the frame of Kress and van Leeuwen was used as the basis for the codebook that reads each brand identity for the researcher. The…

In this article, we examine how assessment is enacted and negotiated in a school project that involves multimodal composition. The case is a project on advertisement in which lower secondary students collaboratively composed multimodal commercials about various products and topics. The theoretical framework is based on sociocultural perspectives…

Advertisements commissioned by official ministries make ideal sites for investigating how media discourses are informed by state ideologies. Teacher recruitment advertisements, in particular, may be seen mobilising an ideologically charged vision of teacher professionalism that is at once reductive and productive. This chapter critiques the…

The success of policy interventions is frequently stymied by the inability to induce take-up in target populations. In this article, I show that local advertising in combination with small financial lotteries increases the likelihood that low-income students apply for and receive state aid. I isolate causal impacts by estimating the change in…

Courses: Strategic Campaigns, Advertising/Public Relations Campaigns. Objectives: The purpose of this semester-long project is student application of research-based strategic communication strategies and techniques used in executing a professional strategic communication campaign for a client.

This timely book outlines the growth and development of marketing and branding practices in public education. The authors highlight why these practices have become important across key fields within public education, including leadership and governance, budgeting and finance, strategic initiatives, use of new technology, the role of teachers in…

Background: Exposure to advertisements for tobacco products and tobacco warning labels evokes emotions. This study evaluated the association of discrete positive and negative emotions with interest in alternative tobacco products. Method: In 2013, 1,226 U.S. adult nonsmokers and current smokers viewed advertisements for moist snuff, snus, and…

This article presents findings from a rhetorical analysis of job advertisements posted by the fastest growing companies in the United States (Inc. 5000 rankings). The analysis suggests that companies rely on standard rhetorical figures and share similar rhetorical visions of novelty that likely effect their organizational culture, paradoxically…

Problem Statement: When children watch television, they are exposed to commercial advertisements whose general purpose is to make a positive impression on viewers about a commodity or service in order to drive the sales of that commodity or service. Due to their voiced and moving images, their setup and characters, and their being short and…

Too often we take for granted first impressions and how others perceive us, but such perceptions frequently form the basis for personal and professional success. Today, many first impressions are made online through search engine results and social networks. To ensure that students make a positive first impression, this teaching innovation…

This article analyzes the experience of teaching a foreign language in the field of "Advertising and Public Relations." Taking into account the specifics of the process of training specialists in advertising and public relations, to form a communicative competence that allows graduates to act in the field of public, professional…

High school students nationwide spent the whole academic year fully online or in and out of a cobbled together hybrid format. While these students are digital naturals, they were asked to do even more online and lost opportunities to engage traditional in-person milestones like prom, graduation, and college visits. After a year of "Zooming it…

Internships are work-based learning experiences, but when they are unpaid and become the standard after formal education, they imply an opportunity cost and could add to the formation of obstacles to the socio-economic mobility that (public) education should seek to attenuate. The present study consists of an evaluation of the intern economy in…

This article examines Vietnamese bilingual schools' statements of educational outcomes on their websites. Data were gathered from websites of seven schools that were publicly accessible on the Internet. The analysis suggests that the schools purported to provide students with different explicit and implicit outcomes related to language,…

Objective: To investigate how alcohol marketing and peers may promote college students' alcohol use through social media. Participants: College students (N = 682) aged 18 to 22 years from a large Southern university completed paper surveys in April 2014. Methods: Structural equation modeling was used to investigate relationships among variables as…