The early efforts of the Federal Trade Commission (FTC) to regulate advertising take on new historical interest in the wake of the United States Supreme Court's landmark decision to grant limited First Amendment protection to commercial speech. An examination of the FTC's advertising regulation from its beginning in 1914 to 1938, when its…

Containing a broad range of information that reflects the differing viewpoints of advertisers, media, government agencies, academe, and consumer groups, this bibliography provides a comprehensive look at what is currently known about children and advertising. The citations are arranged into the following sections: (1) core references, which…

A study examined the attention getting value of nonsensical and sexual humor used in liquor advertisements to determine if one was more effective than the other in attracting male magazine readers. Thirty-two Starch-scored liquor ads taken from 1976 and 1977 issues of "Time,""Newsweek," and "Sports Illustrated" were analyzed by three male readers.…

This is one of several papers presented at a Federal Trade Commission Symposium on Media Concentration. Local newspaper monopolies exist in over 97% of U. S. cities. However, inevitable economic forces are not the only cause of monopoly as some have suggested. Two other contributors to monopoly have been economic practices by daily newspapers and…

The glossary is one of twenty in various subject areas of vocational education designed to assist the student in vocabulary mastery for particular vocational education courses. They are part of the Vocational Reading Power Project, Title III, E.S.E.A. This glossary is for a course in advertising. It is divided into two parts: one provides the…

Some 248 books, articles, speeches, statements, and testimonies concerning the effects of television advertising on children are listed. Material that relates primarily to the effects of television program content is not included. The listing is alphabetical by author. All items were published between 1945 and 1975, with the majority published in…

Offers guidelines for writing film reviews, and briefly discusses aspects of film criticism and advertising. (GW)

Lists and annotates more than 80 publications on such topics as journalism, the mass media, advertising, and photography. (GW)

Examines the current status of direct advertising taxes in the United States, exploring the effects of those taxes on advertising services. (RL)

Charts trends in revenues and expenses noted in an examination of budgets of newspapers of varying sizes from 1947 to 1974. (GW)

Describes the continuing and projected activities of a panel formed to study major problem areas related to government regulation of advertising functions in business. (KS)

Presents a way of using coupons to help sell products for yearbook advertisers and to increase both advertising in yearbooks by businesses and the sale of yearbooks to students. (MB)

Discusses the overseas activities of United States multinational advertising agencies in relation to important public policy issues. (MB)

Investigates readability of different line lengths in advertising body copy, hypothesizing a normal curve with lower scores for shorter and longer lines, and scores above the mean for lines in the middle of the distribution. Finds support for lower scores for short lines and some evidence of two optimum line lengths rather than one. (SKC)