Reports findings from a 1990 survey of 50 2-year college newspapers regarding size, frequency of publication, revenues, and advertising rates. Indicates that most papers have a press run of 10,000 or fewer copies, average 20 or fewer pages per issue, and use a tabloid format with a 5-column page. (DMM)

Combines earlier content analysis studies with original data from five magazines in 1986 to examine the use of Blacks in magazine and television advertising. Finds an increase in the Black presence in advertising. Notes that the Black presence in television commercial sometimes approaches the percentage of Blacks in the population. Notes a less…

Examines the extent to which women's magazines with a strong interest in health covered various health hazards associated with smoking. Finds that six major women's magazines have virtually no coverage of smoking and cancer. Suggests that self-censorship may have helped determine editorial content more than pressure from tobacco companies. (RS)

Examines the three major critical works that have documented the role of children in a consumer culture and the specific role of advertising in the creation of that culture. Discusses perspectives from political economy, textual analysis, and cultural studies. (SR)

Tests the persuasive impact of synesthetic metaphors (which equate sense A to sense B) in advertising headlines. Finds that in some circumstances, synesthetic headlines produce less, rather than more, favorable attitudes toward the advertisement and brand than literal equivalents. (SR)

Indicates that issue/advocacy advertising inoculates against attitude change among undergraduate students, while simultaneously protecting sponsors against slippage in ratings of source credibility, after exposure to a persuasive attack on behalf of an opposing position. (SR)

Surveys editors and ad managers, finding that print media typically have an unwritten policy to label feature ads as advertisements. Tests the efficacy of such labeling, finding that feature ads borrow from the editorial credibility of a publication and that the current labeling policy does not adequately address the problem. (SR)

This paper argues that the high number of English loanwords in contemporary Japanese advertising is a reflection of the desire of the Japanese to identify themselves as members of cosmopolitan society. It is concluded that copywriters are attempting to create the cosmopolitan world in which Japanese people desire to see themselves. (20 references)…

Whereas in Quebec the use of English is seen as a threat to the French language, English words are often used in France, particularly in advertising. They imply certain values: British words suggest elite status; U.S. ones promise technological progress, freedom, and fun. The adaptation of English words is described. (18 references) (Author/LB)

Discusses "private censorship" as it relates to car dealers and television advertising. Defines "private censorship" as that which occurs when a broadcaster suppresses or alters a news story that affects commercial clients (advertisers). Makes recommendations for a freer press. (JOW)

Describes the efforts of Henry Crowell, developer of Quaker Oats, to develop a market for breakfast cereals using market research and advertising. Examines how innovations in communications technology have been brought about by the struggle to control the material economy in the face of industrialization. Traces the development of the information…

Discusses six essential elements in the design of an advertisement: sales pitch, major headline, minor headline, company statistics, artwork or photograph, and white space. Offers five exercises for the classroom or staff. (SR)

Reports on the feasibility of vendors of IBM PC compatible computers based on issues of "PC Magazine" from September 1985 to the present. Results by year are given in tabular and text form. Implications of orphan systems for libraries, advertising problems, and predictors of success are discussed. (EAM)

Discusses "language display," a language use strategy whereby members of one group lay claims to attributes associated with another, conveying messages of social, professional, ethnic identity. Examples from academia, politics, business, and advertising reveal language display functions as artifact of crossing linguistic boundaries…

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)