Using a Q sort, 39 older adults rated 40 magazine ads. They found offensive ads that stereotyped elders as out of touch, ridiculous, difficult, and unattractive. Stereotypes of real aging problems were deemed nonoffensive. In interviews, they expressed concerns about the harm such stereotypes can do. (Contains 37 references.) (SK)

A study which reviewed the research literature analyzed the relationship between television advertisements and the lowering of the self concept. Although television advertising has a relatively short history, today a person can hardly escape from it. Advertisements are specifically targeted to age-related and demographic groups. By focusing on…

Older adults in highrise buildings were recruited for memory training using positive, neutral, or negative content approaches which were presented orally, on posters, or in flyers. More volunteers responded to oral presentations with neutral or positive content; poster respondents were more likely to complete training. Negative content tended to…

Forty older and 60 younger adults were asked to estimate the level of discount expected in ads. Consumers were skeptical of implausible discounts. Implausible and highly plausible discounts had more influence on price perceptions than did discounts with low plausibility. (SK)

This collection of lessons is meant to be a practical guide to help teachers engage children in art criticism. The lessons generally follow a similar format. Most suggest an age group but may be modified for use with younger or older students. Several authors suggest variations and extensions for lessons that include studio activities. A broad…

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)

Forty students aged 9-18 were asked to explain the meanings of lexically ambiguous advertisements from magazines, newspapers, and brochures. Older subjects explained the meanings correctly more frequently than younger subjects. The psychological meanings of the ads were found to be more difficult to explain than the physical meanings. (Author/JDD)

This bibliography, designed primarily for state and local consumer offices, includes 650 publications on a wide range of consumer affairs subjects. Topics include advertising, appliance purchase and repair, automobiles, how and where to complain, contracts, credit and banking, fraud, door-to-door sales, energy and utilities, financial planning and…

These proceedings contain presentations, discussants' remarks, roundtable discussions, and papers from poster sessions and panels. Selected titles of particular relevance to the field of education are: "Factors Affecting the Probability of Accepting a Retirement Incentive: Evidence to Support Retirement Planning Education" (Hogarth);…

Twenty-two advertisements from "Reader's Digest" and twenty-two from "Retirement Living" magazine were analyzed in order to determine the way in which old people are portrayed. The advertisements were found to support the common societal stereotypes that old people are unproductive, prefer to associate with other old people rather than with…

This document is an annotated bibliography of audio-visual aids in the field of consumer education, intended especially for use among low-income, elderly, and handicapped consumers. It was developed to aid consumer education program planners in finding audio-visual resources to enhance their presentations. Materials listed include 293 resources…

The proceedings of the Congressional hearing on alcohol and the elderly are presented. Following introductory statements by the committee chairman, Senator Claude Pepper, and Representatives Mario Biaggi and Geraldine Ferraro, the briefing paper, "Crisis in Health Care Part 2: Alcoholism," prepared by the subcommittee staff is presented.…

This collection of abstracts is part of a continuing series providing information on recent doctoral dissertations. The 25 titles deal with a variety of topics, including the following: the nature of creativity in advertising communication; speech communication difficulties of international professors; rhetorical arguments regarding the…

The characteristics of 69 award-winning television commercials from 1948 through 1958 were compared to those of 58 award-winning commercials from 1976 and 1977. The examined characteristics were type of storyline used, selling strategies, use of humor, live action versus animation, production techniques, and the depiction of blacks, women,…

Showing a variety of learned behavior about aging, activities in this unit are designed to help high-school students become aware that their views (preconceptions) on aging are not universally held. Objectives of the unit include achievement of global perspective on aging and its problems, understanding of the effects of population growth and…