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…

This article summarizes the approaches taken by the Washington State University Libraries in an ongoing partnership with the WSU Athletics Department. Library instruction and liaison relationships, the libraries' presence at game day events, the involvement of the libraries' development director, and a multi-part advertising campaign tied to the…

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…