While it is fashionable to use the semantic pun in advertising (for example, the meaning extension in "dollars and sense"), a lot of this humor slips past the American reader; not only unintentional bloopers that get past the proofreader but also intentional puns that escape the audience. Advertising humor has other pitfalls as well--the…

Of all the mass media, radio is the most abundant, both in terms of the number of radio stations in operation and the number of radio receivers in use. Unfortunately, given the dynamics of a competitive market and the Federal Communications Commission's reluctance to interfere with a licensee's discretion in the choice of format, format…

This paper describes some of the theories of cinematography of Soviet film theorist and filmmaker Lev Kuleshov. It points out that for him, film was communication portraying people's activities emanating from the environment. It explains that he was especially interested in audience response, particularly that of the proletariat, and that he felt…

This paper is divided into three parts, the first discussing the necessary conditions for an adequate response to Godard and Gorin's film "Vent d'Est." It is suggested that the film demands both cinematic and political sophistication on the part of the viewer and that the audience must accept the flatness, the "deconstruction" of the cinematic…

This booklet was prepared by the Magazine Publishers Association as a guide to some of the available sources of information about consumer magazines. Some of the data provided by the services listed in this booklet are based on circulation audits, actual measurements of advertising space, or factual statements of procedure and mechanical details.…

An experiment was conducted to study the effect that audience attitude toward, and identification with the main character of a film has on learning from the film. Two hypotheses were formulated. 1) People for whom the occupational role of the main character has a high prestige value will learn more factual information from the film and also change…

The newsletter as an adult educator's tool should inform, promote, guide, and coordinate. Based on Extension Service newsletters, this report presents a number of guidelines for newsletter editors. Among them are checking the costs of producing a newsletter, considering the subject, audience, and objective of the newsletter, and what the audience…

Gives some tips and other information and explains some basic rules on how to effectively present a paper at an American Association of Physics Teachers (AAPT) meeting. (GA)

Examines two common informal models for editorial decision making-- the referendum model and the target group model--and suggests a prioritization model that offers greater precision at the price of a modest increase in formality. (GW)

Children's reactions to emotionally neutral and frightening scenes were compared using the State-Trait Anxiety Inventory for Children. Differences in the reactions of boys and girls were interpreted as reflecting both their identification with different characters in the play and their perceptions of the physical danger and psychological threat to…

Findings of a survey to compare the viewing patterns of commercial and public TV audiences are presented for a sample of 208 households in Pennsylvania. Education and income characteristics are compared, as well as weekly viewing by age and type of household (those who watch PTV and those who do not). (RAO)

Examines the television nonviewing audience in an effort to characterize them as a meaningful population subgroup but concludes that as a group they are socially insignificant. (MH)

Relates two proposed attributes of both television shows and commercials--content and style--to television commercial performance. (KS)

Discusses the contributions of Polanyi, Ziman and Kuhn toward a conception of a scientific community and offers a rhetorical perspective on the construction of scientific knowledge. Outlines a scheme for analyzing scientific discourse and illustrates its application. (MH)

Notes the effect child protagonists can have on adult viewers of a play because adult audiences can be reminded of the helplessness of childhood. (JC)