Examines the role computer knowledge may play in the accomplishment of short-term advertising course educational outcomes, as well as the long-term goal of improving advertising education. Finds that prior computer knowledge makes little contribution to a student's performance in any advertising course. (SR)

Presents a brief examination of the evolution of virtual reality devices that illustrates how the development of this new medium is influenced by emerging technologies and by marketing pressures. Notes that understanding these influences may help prepare for the role of technical communicators in building virtual reality applications for education…

In a marketplace overwhelmed with messages, too many institutions waste money on ineffective marketing. Highlights five common marketing errors: limited definition of marketing; unwillingness to address strategic issues; no supporting data; fuzzy goals and directions; and unrealistic expectations, time lines, and budgets. Though trustees are not…

Focuses on the indirection process presented in Searle's and Vanderveken's theory of speech acts: the performance of a primary speech act by means of the accomplishment of a secondary speech act. Discusses indirection mechanisms used in advertising and in political communication. (Author/VWL)

Jacques Ellul's work on propaganda provides the basis for this analysis of life in technology. Advertising and the mass media rely on temptation and seduction and create a constant flow of propaganda, all of which serve the technological system. Propaganda aims to condition and regulate us so that we participate in and adapt ourselves to a desired…

Learning strategies have received a lot of attention in recent years. Many books have been written for both teachers and students, outlining strategies of and for the successful language learner. The research in this area confirms that the conscious use of learning strategies enhances language achievement and proficiency. A well-developed strategy…

Promotional materials, which portrayed the Kansas climate, resources, and landscape in optimistic tones, were a common medium used to smooth the rough edges of the physical environment to Euro-American settlers in the second half of the nineteenth century. This article examines promotional literature of that era and evaluates the strategies…

In multilingual advertising, a foreign language is often used for symbolic purposes. In non-French-speaking countries, for instance, French is said to be associated with charm and style. The assumption is that the associations carried by the foreign language are transferred to the product that is advertised. A product advertised using French would…

School librarians work with people of all ages, abilities, and personalities; those people are the puzzle pieces that make advocacy for libraries effective. School librarians contribute to and use the resources of their state and national organizations' advocacy efforts. The completed picture of the puzzle is an excellent program with…

This study uses a sequential transformative mixed methods research design to explain how political advertising fails to engage college students. Qualitative focus groups examined how college students interpret the value of political advertising to them, and a quantitative manifest content analysis concerning ad framing of more than 100 ads from…

This chapter focuses on how popular culture can be incorporated into adult classrooms to critically examine the ways in which race, class, and gender identities are constructed in the mass media.

This experimental study assessed the effectiveness of fundraising messages. Based on recent findings regarding the effects of message framing and evidence, effective fundraising messages should combine abstract, statistical information with a negative message frame and anecdotal evidence with a positive message frame. In addition, building on…

Conflicting results on children's understanding of advertising may stem from differences in research methods. Most studies are conducted using interviewing techniques, employing only verbal questioning. In the present study, 136 children of two age groups (7 and 10 years) were first asked what advertising was for and, after responding, shown…

This paper brings learning, mass media and technology together in a critical analysis of advertising and its gendered implications in terms of women's desires and investments in technology. It uses two advertisements for laptop computers that appeared in the same weekend news magazine as an analytical opportunity to examine collisions and…

The commercialisation of schools is a controversial issue, but very little is known about the actual situation in UK schools. The aim of this study was to investigate, with particular reference to health education and health promotion, commercial activities and their regulation in primary schools in the Yorkshire and Humber region of the UK. A…