Surveys mall shoppers to determine the relative informativeness of retail advertising. Finds that newspaper advertisements are considered the most informative with radio commercials next and television commercials least. Finds that newspaper ads are more irritating than radio or television advertising. Finds older and wealthier shoppers more…

Few studies have investigated children's responses to television alcohol advertising. Two separate studies evaluated the appeal of alcohol advertisements on children aged 7-10. An exploratory interview study (N=17) was carried out to assess children's verbal responses to both alcohol and non-alcohol advertisements and to elicit vocabulary to be…

Marketing and advertising support the U.S. economy by promoting the sale of goods and services to consumers, both adults and children. Sandra Calvert addresses product marketing to children and shows that although marketers have targeted children for decades, two recent trends have increased their interest in child consumers. First, both the…

A cross-cultural content analysis of 2,295 prime-time television ads--859 ads from the United States and 1,436 ads from South Korea--was conducted to examine the differences in the portrayal of older people between U.S. and Korean ads. In two countries, the underrepresentation of older people in ads was found in terms of proportions of the actual…

Objective: Comprehensive information on the facilitators of HIV testing in Latino women (Latinas) in the Southeastern USA is lacking. Efforts to rectify this should include Latina perspectives on the issue. This study aimed to (1) solicit Latina perspectives using qualitative methodology and (2) characterise enablers of HIV testing follow-through.…

This collection of abstracts is part of a continuing series providing information on recent doctoral dissertations. The 32 titles discuss a variety of topics, including the following: (1) the elderly audience for religious broadcasting; (2) response to television advertising of directly marketed products; (3) the effectiveness of documentary film…

The relationship of older Americans to the new media culture of society is the focus of this Technical Committee Report. The work of two committee-appointed subcommittees on stereotypes and new media technology are explained with a special emphasis on the influence of television. Age stereotyping is examined in prime time television, daytime…

Designed to present communications problems faced by the elderly and to assist classroom teachers to develop activities for dealing with them, this booklet begins by examining stereotypes of older persons which minimize and distort communication with them. It outlines common misconceptions about the elderly, centering on their state of mind,…

Issues confronting sport marketers as U.S. demographics change include more older people, ethnic groups, working women, and minorities; television hours watched; and changes in family makeup. As the changes affect marketing, sport marketing will have to become more efficient in defining and reaching different markets. (SM)

Reports briefly on research concerning (1) network television coverage of the Iranian hostage crisis, (2) puffery and readership of magazine advertisements, (3) television role models and anticipated social interaction, (4) portrayals of the elderly in magazine advertisements, and (5) British broadcast coverage of the Soviet invasion of…