A study involving eight elementary students suggested that active discrimination training can alter children's consumer responses to televised advertisements, and such training can take place with minimal teacher effort and classroom time. (Author/CL)

When affective and cognitive scores were used as measures, the attractiveness level of the endorser of a product in an advertisement appeared to have a significant effect on the scores with the high attractiveness level producing the most favorable evaluations. When cognitive scores were used, however, the attractiveness level had no significant…

Notes two major facts about the administrative organization of advertising education that combine to discourage qualified faculty and scholarship. Argues for the need for a separate administrative unit for advertising education. (HTH)

Concludes that brand names that begin with plosives are more frequently recalled and recognized than are those that do not begin with plosives. (FL)

Describes a survey of Oklahoma secondary school newspapers to determine uniformity in ad costs. (HTH)

Analyzes publications produced by local businesses. Concludes that these publications are neither newspapers nor magazines and that affluent readers are their greatest asset. (FL)

Reports that magazine advertisements with black models, white models, and no models have comparable readership scores. (FL)

This workbook presents a two-tiered strategy designed to enable mid to senior high school students to become Tobacco Awareness Peer Mentors, and to talk to fourth and fifth grade students about their personal experiences with tobacco and what they have read for themselves in actual tobacco documents. Each of the five units in the workbook includes…

This report explains that all adults must watch out for all children, cautioning that marketing is harmful to children. Advertisers are aggressively targeting age groups that, until recently, have been considered off-limits and occupying more of children's psychic and physical space. The report presents a commitment by mothers to all children to…

Suggests several ideas for getting and producing advertisements in the school newspaper. (TO)

Charges that New York City's teacher union misleads the public with sophisticated advertising techniques. (Author)

Answers charges that New York City's teacher union misleads the public with sophisticated advertising techniques. (See EA 504 731.) Author/JF)

Examines the use of pictorial advertisements in student yearbooks, showing several successful examples. (RB)

Concludes that the Gannett newspaper chain has the highest average advertising rate of the chains studied. (FL)