A study was conducted to compare the relative importance of several different variables from different theoretical perspectives in explaining how children understood the advertising on commercial television. Sixty-seven first and third grade students were interviewed individually to assess their current stage of logical operations and role taking,…

A number of relevant issues surround the arguments of both opponents and proponents of the Federal Trade Commission's proposals to ban or control certain advertising during children's television programs. Groups against regulatory action point out that parents, not children, are the consumers and have a right to free choice in their purchases.…

Intended as a communication to communicators on television equipment and techniques, this manual also gives an overview of educational television and instructional television practices in the United States, Britain, and Canada. Attention is given to broadcast television--its station organization, control room procedures, and commercial program…

Selected eight to ten year old Maryland children were used in this study measuring the effect of lessons in becoming aware of propaganda employed by commercial advertisers in television programs. Sixteen 45-minute lessons directed to the propaganda techniques of Band Wagon, Card Stacking, Glittering Generalities, Name Calling, Plain Folks,…

Rock videos have their antecedents in film and television images, although music in films is usually background music. Television made possible the live transmission of musical numbers with visuals. The musical television commercial is an amalgam of conventions, with background music suddenly erupting into text, unheard by the characters but…

Two factors during the 1988 presidential campaign were largely responsible for the erosion of "women's issues" and the so-called "gender gap"--the perception that a candidate is unattractive to women voters. This perception is thought to be based upon the candidate's stand on issues such as abortion, day care and the Equal…

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…

To assist the Federal Trade Commission (FTC) in policy making decisions concerning sugared food advertisements on television, a study was conducted to assess the effects on children of counter advertisements and disclaimers as a means of lessening the undesirable impact of sugared food ads. Approximately 1,200 children, aged 5 to 10 years,…

The United States Supreme Court has recently begun to establish the right of consumers to receive certain commercial information and the right of proprietors of information to disseminate it. Simultaneously, there is a movement under way by administrative lawmaking bodies, professional associations, and citizens' groups to place advertising under…

This set of papers represents the written record of the 1973 national conference for advertising educators held at Arizona State University in March. The conference focus was on current developments in the practice and teaching of advertising. The purpose of the conference was to bring insights about current advertising developments to the…

Caricature and its distortion of reality as developed in the mass press are discussed in relation to the appearance of caricatural elements in other media, such as radio and television. High frequency of appearances of these distorted roles and situations might lead to viewers' perceptual rigidity in typing of characters in general, but might have…

The effects of the television advertisements for Richard Nixon and George McGovern during the 1972 presidential election were tested by a content analysis of television programing and statistical analysis of viewer attitudinal response. Programing content for Nixon developed more general issues and did not especially feature the personality of…

Because of their effectiveness, as well as their accessiblity as points of reference, TV commercials can provide excellent bridges in teaching concepts of good, effective writing. Specificity through metaphor is only one of the many basic writing course topics that can be effectively illustrated through TV commercials. (Author/EB)

A Media Studies program enhances the goals of formal schooling by providing every student with knowledge and skills to wisely select, access and use the communications and information tools they will need to be responsible citizens in a free society. All students deserve a good media education. This paper provides a model to address this need…

The Advertising section of the proceedings contains the following 14 selected papers: "Preparing the Entry-level Advertising Portfolio: Pointing Creative Students in the Right Direction" (Sheri J. Broyles); "Effects of Issue Ads on Candidate Evaluation and Voting Preference: Does Sponsorship Matter?" (Fuyuan Shen and H. Denis…