The aim of the research is to explore consumer perceptions of masculinity in advertising and determine the effectiveness of these advertising efforts in offering a brand's version of masculinity to men. The researchers analysed consumer comments posted on advertisements where masculinity is a prominent subject on the YouTube platform. By applying…

The topic of human-animal studies (HAS) remains largely ignored within the sociology classroom. While a few sociologists have encouraged teaching about animals, none has assessed whether incorporating nonhuman animals into the curriculum is effective. In this study, three instructors at two universities incorporated animal-related materials in…

Examines trends in consumer spending on mass media products from 1968 to 1977, including comparisons of spending on print and audiovisual media. (JMF)

Proposes two new econometric models for testing the principle of relative constancy (PRC). Reports on regression and cointegration analyses conducted with Belgian mass media expenditure data from 1953-91. Suggests that alternative mass media expenditure models should be developed because PRC lacks of economic foundation and sound empirical…

John Kenneth Galbraith maintains that advertising is the prime instrument for the management of total consumer demand and results in increased consumption. Galbraith also maintains that television is a more effective advertising tool, in that it reaches people in all spectrums of intelligence. Other economists disagree, holding that it is actually…

Argues that the major studies supporting the Principle of Relative Constancy in consumption of mass communication products were statistically defective. Presents updated tests of data suggesting that the principle is actually of doubtful predictive value. (MS)

Presents results of a study of 300 magazine advertisements assessing the level at which the ads are objective and informative. Discusses how these ads are communications designed to influence consumer behavior to the extent that they correspond to the facts, are relevant, comprehensive, adequately supported, intelligible, and logical. (JMF)

This monograph examines the impact of media advertising on the poor. The first half of the report discusses research on the conceptual styles of the poor, mass communication among the poor, and advertising and the low-income consumer. The second half describes the methodology and results of a study of the advertising evaluation capacity and…

A general conceptual model on the consumption of information is introduced. Information as the output of the mass media is treated as a product, and a model on the consumption of this product is developed by merging elements from consumer behavior theory and mass communication theory. Chapter I gives basic assumptions about the individual and the…

Outlines opposing theories of the role of the commercial mass media in national economic development; reports on a survey of the attitudes of 636 adult residents of Barquisimeto, Venezuela, with respect to consumption, advertising, and national development, and shows how the results relate to the theory proposed by Daniel Lerner. (GT)

This paper addresses the question of whether video recorders and cable television, which are both primarily entertainment media, are in functional competition with one another. Some initial answers are provided based on the results of an extensive two-year research project conducted in the Federal Republic of Germany. This study found that: (1)…

Results suggest that family communication structures affect adolescents' perception of the communication process. Adolescents from pluralistic families are more likely to have greater knowledge about consumer matters, are more likely to perform socially desirable consumer behaviors, and are less likely to hold materialistic attitudes. (PD)

A total of 734 sixth through twelfth grade students completed two questionnaires in a study that focused on the development of consumer skills, the sources of consumer skill acquisition, the effects of cognitive development and social factors on the socialization processes, and the effects of levels of competency on various consumer skills. A…

Anticipatory consumer socialization is the learning of consumer roles and perceptions, which will be assumed at a later time, such as those that children acquire before they become adult consumers. A survey of 784 adolescents was conducted in a southern state to examine the anticipatory consumer socialization effects of such factors as the mass…

This discussion of the influence of advertising on the development of new media covers ways in which advertising uses the media and the implications of new information technologies for consumers and marketing activities. The first of four sections describes how television advertising has been altered by the development of new technologies--cable,…