Describes the Web presence in print advertisements to determine how marketers are creating bridges between traditional advertising and the Internet. Content analysis showed Web addresses in print ads; categories of advertisers most likely to link print ads with Web sites; and whether the Web site attempts to develop a database of potential…

Two antismoking advertisements produced in Scotland, one using a fear appeal, the other a positive image, were compared using an interview questionnaire. Subjects' (N=394) preferences and advertising effectiveness were studied. Findings are discussed in terms of psychosocial theories, and a "Preference Model" is proposed. (Author/EMK)

Presents a study in which ads in simulated telephone directory pages were highlighted in red, green, and blue colors. States that the pages were presented to subjects in order to be recalled and recognized among other ads. Finds that red and green highlighting increases recallability and recognizability whereas blue decreases it. (PA)

Makes a case for using advertising as the common subject matter in a composition course, and for analyzing advertisements as a means of teaching argumentation. Discusses seeking a social-epistemic curriculum in the heterogeneous writing class. Shows why the close analysis of print advertisements provides an ideal opportunity to discuss questions…

A study randomly assigned 165 subjects to 8 advertising scenarios depicting positive and negative outcomes. Results showed that, in some instances, honest advertising claims were hard for consumers to believe. Consumer skepticism may evolve as a defensive response to persuasive advertising attempts. (Contains 51 references.) (JOW)

Investigates the impact of format and source on attitudes and behavioral intentions of an audience receiving a corporation's advocacy message. Suggests that news stories may be more effective than ads, and that a CEO (chief executive officer) appears more persuasive than an outside authority because the CEO can generate more interest among the…

Discusses the creation of an advertisement to catch the attention of the target audience: student readers. Notes the consideration of several important factors including: the product, the audience, the positioning, the principles, and the ingredients. Describes ways to get started and several points in approaching the design process. (SC)

Presents a performance technology approach to revenue enhancement, with the goal of improving customer retention through building customer value. Topics include internal branding, a way to make sure that what the company delivers matches what's promised in the advertising; product versus service brands; and customer satisfaction, including…

Discusses Web sales and explores the differences between heavy, medium, and light Web users in terms of their beliefs about Web advertising, attitudes toward Web advertising, purchasing patterns, and demographics. Suggests marketers need to target Web advertising to particular Web users. (Author/LRW)

The Hazards of Tobacco (C) program, which focuses on smoking prevention among youth, was completed by 259 suburban sixth graders (199 controls) and 166 urban fifth through seventh graders. Participation significantly changed understanding of the role of tobacco advertising and the intention to smoke in both samples. (Contains 49 references.) (SK)

Argues comprehension is a complex, non-linear process, conditioned by multiple individual and contextual factors. Outlines DeMauro's models of comprehension, presents an integrated model that combines the interlacing and the circular models, uses the integrated model to analyze a series of interviews based on viewing of a magazine advertisement.…

Conducted a content analysis of 10 years of feminine hygiene advertisements in "Seventeen" and "Teen" magazines. Finds that advertising copy in these magazines works to dispel myths about menstruation but that few black models are shown. Discusses advertising as an element of socialization for adolescent girls. (SLD)

A literature review documents distorted images of aging in mass media and advertising, including underrepresentation and stereotyping. Older consumers are dissatisfied with these images, and their growing purchasing power is forcing advertisers to make more effective appeals. (Contains 20 references.) (SK)

Media campaigns to prevent adolescent tobacco use in the United States increasingly focus on the deceitful practices of the tobacco industry; however, little is known about how adolescents at elevated smoking risk respond to this strategy. This study used data from a nationally representative survey of 10,035 adolescents, ages 12-17 years, in…

At a time when the term "property porn" makes its way onto the pages of the newest dictionaries ("a genre of escapist TV programmes, magazine features etc, showing desirable properties for sale, especially those in idyllic locations, or in need of renovation, or both"; Collins Dictionary 2005 edition), we thought it would be…