Objectives: To measure relative effectiveness of tobacco countermarketing advertisements by category and emotive execution style among young adults. Methods: Participants (n = 1011) from 2 US 4-year colleges, one southern and one northern were surveyed before and after viewing advertisements in one of 3 categories: social norms, health…

The success of "American Way," American Airline's in-flight magazine, comes from three major factors: the success of American Airlines itself, the high advertising revenue of the magazine, and the quality editorial material produced. Beginning in 1966, "American Way" has evolved from a brochure of flight information and travel…

Joe Karbo, author of "The Lazy Man's Way to Riches," has pioneered several of the techniques used in get-rich-quick schemes. A typical pitch contains: (1) claims of how easy it is to master the plan; (2) testimonials from ordinary folk, and sometimes quotations from newspapers and magazines; (3) criticisms of competing plans (some even…

One of the best ways to produce affordable housing is to address the needs of a group that has too much housing. A baby boom generation generates an empty nester boom. An empty nester boom means dramatic underutilization of the housing stock. If a small percentage of homeowners were to install an accessory apartment, they would have a significant…

Descusses the gap between advertising curricula and actual agency work and suggests several ways both sides could cooperate to improve the training of future practitioners. (TO)

Advocates a reexamination of the basic premises that shape advertising curricula and structure its teaching. (TO)

Although this "thesaurus of headlines" was created in order to fill advertising copywriters' need for a source of writing stimulus, copywriters in all businesses and organizations may find it useful. Over 1900 headlines are included, grouped under 56 different categories. In addition, nearly 1000 descriptive words and phrases are listed,…

Last of a four part series, this article tells students how to advertise and sell a newsmagazine. (RB)

In the pre-World War I era, advertising practitioners attempted to make their craft a profession. Generally agreeing that the creation of ethical codes was the most important step toward professionalism, practitioners organized the Associated Advertising Clubs of America (AACA). Early journal articles and AACA proceedings indicate that…

Analyzes the power of fiction to override fact in politics and in commercial advertising. (DD)

Discusses the self-regulatory processes of the broadcast industry as related to advertising and programing standards after the elimination of the National Association of Broadcasters (NAB) "Code." Asserts that, even though the code is gone, the process of self-regulation continues. (MM)

Investigated variations in attitudes toward female nudity and sex in advertising for several different market segments. More negative attitudes were found for females generally and females from smaller towns, who read more magazines, and watch more TV. Negative attitudes also were associated with younger males and males who attend church…

Attitude theories are reviewed as they relate to the response rates for mailed questionnaires. Attitudes as behavioral intentions and as involvement are discussed in detail. (BW)

Describes a survey of toy catalogs and packages, which focused on stereotypes in depictions of children playing with toys. Reports that toys that were previously rated by students as strongly or moderately sex-typed were generally shown with a child of the "appropriate" sex. (KH)