This monograph examines the life of Volney B. Palmer, who was the prototype of the modern advertising person. The first section discusses his background and early experience in Pennsylvania. The second section discusses the American Newspaper Agency, established as the first advertising agency in 1842. The third section examines the kind of man…

The author urges writers not to forget that, while "plain English" is an important trend for business writing, not all business writing is dispassionate communication. He cites advertising as an example, stating that while advertising must be comprehensible, it should not be "plain." (CH)

Discusses the pedagogical benefits of advertising competitions, and describes five national competitions available to students, including Nissan Student Advertising Contest, Philip Morris Marketing Communications Competition for Students, Direct Marketing Collegiate Echo Competition, and American Advertising Federation National Student Advertising…

Equates good" written communication with the short paragraphs, small words, and little sentences" produced by advertising copywriters. (RD)

Describes a pilot telephone-based career counseling program. Discusses how the program could be added to existing programs, the type of client who would be attracted to this service, advertising, program staff, resources used by counselors, and program evaluation. (CT)

Expresses concern and outrage at the marketing techniques which use sexuality in movies, television, and commercials aimed at children. (Author/DB)

Analyzes 1977 issues of seven magazines to determine how frequently the elderly appear in advertisements featuring people and how they are portrayed. Indicates that they are underrepresented in advertisements in comparison to the general population and concludes that this implies their general devaluation as consumers. (JMF)

Offers several suggestions to high schools for organizing, coordinating, promoting, and selling their theater season. (JMF)

Indicates that to build a successful yearbook advertising program an adviser must instill enthusiasm and then find students willing to sell advertising. Provides eight guidelines for structuring an advertising sales program. (TJ)

Provides simple guidelines for designing advertisements for school newspapers; includes illustrative advertisements from a Chicago high school newspaper. (GT)

Offers suggestions for selling advertising space in student newspapers. Includes criteria for successful salespeople, a list of common time-wasters, and some principles for advertising salespeople. (TJ)

Camps can play an integral part in raising a child. The American Camping Association (ACA) has developed key messages that correspond to developmental needs of children. To portray a professional image of camp, promotional materials should incorporate these key messages, the benefits of ACA accreditation, and the same language as child development…

One of two ads (either with a model in a wheelchair or a straight chair) was shown to 61 undergraduates. Their attitudes toward and social contact with persons in wheelchairs did not affect their reaction to the model, the clothing being promoted, or the ad. The ad with the wheelchair was evaluated more favorably than the other one. (SK)

Investigates the effectiveness of humor in advertising, comparative advertising, and consumer involvement with the product. Finds that humorous ads are more eye catching but less impressive and less sufficient in information than nonhumorous ads. Finds the performance of comparative ads is generally negative and especially so in the high…

Examined tobacco advertisements in gender-oriented magazines (N=74). Found more advertisements present in women's than men's magazines, and messages contained in advertisements were differentially stressed as function of magazine's primary readership. This survey and followup three months later indicated that Surgeon General's report in spring of…