This paper provides a selected review of the literature pertaining to corporate advocacy (non-product advertising by corporations, addressing political or social issues). More specifically, the paper examines research from the communication, business, public relations, and advertising literature dealing with justifications for the practice of…

Advertising history is often treated within the context of journalism or mass communication history. The outline of a seminar course in advertising history presented in this paper offers an approach that discusses the social, cultural, and philosophical roots of advertising as well as the institution as it is known today. The focus of the course…

Social advertisers--those responsible for public and nonprofit advertising and marketing--must employ many of the major psychological motivations used by commercial advertisers to stimulate desire and action on the part of target audiences. For example, commercial advertisers create psychological stimuli to facilitate motivation of the fulfillment…

Classrooms are filled with students with confident and vibrant voices, and most educators encourage them to use these voices in their writing. Many of the strategies of the process-centered classroom (peer editing, conferences, workshops, in-house publishing) also encourage students to write in real voices to real readers; however, there is still…

A coalition of health groups wants the R. J. Reynolds Tobacco Company (RJR) to discontinue the use of the Joe Camel cartoon character in its cigarette advertisements. RJR has denied the findings of the three studies published in the "Journal of the American Medical Association" and cited by the health groups--these studies contend that…

Four different principles of visual manipulation constitute a minimal list of what a visually "literate" viewer should know about, but certain problems exist which are inherent in measuring viewers' awareness of each of them. The four principles are: (1) paraproxemics, or camera work which derives its effectiveness from an analogy to the…

The youth market is a lucrative one, influencing the spending of over $125 billion annually. Increasingly, advertisers are turning to new in-school vehicles, including "wall media" (such as wallboards), tie-in programs, product sample packages and sponsored television programming, to reach students in public high schools. School systems,…

A study investigated what a group of 29 senior advertising students, part of "Generation X," at a midwestern university found "objectionable" in 35 selected contemporary magazine advertising executions. Using a Q-sort, students ranked the advertisements and completed a personal interview. The majority of the advertisements that…

This paper is an analysis of the different aspects of the music video. Music video is defined as having three meanings: an individual clip, a format, or the "aesthetic" that describes what the clips and format look like. The paper examines interruptions, the dialectical tension and the organization of the work of art, shot-scene…

In many advertising programs, students spend a great deal of time coming up with creative strategies, writing copy, and preparing layouts based on objectives provided by a client (or professor) and directed to an already established target market. Seldom, however, do students learn firsthand about the advertising decision making on the part of…

The United States blood plasma industry uses various rhetorics to access donors and markets its products while managing its stigma and potential legal liability. The industry includes both the public "nonprofit" sector and the private, for-profit blood collection and manufacturing businesses owned by pharmaceutical companies that rely on…

A study examined whether billboard advertising of tobacco and alcohol products is differentially targeted toward White, Black, Asian, and Hispanic neighborhoods. The study analyzed 901 billboards in neighborhood commercial districts in San Francisco, California, giving particular attention to tobacco and alcohol billboards. Neighborhood census…

Tobacco companies have the ability to target their products to segmented audiences by advertising in specialty magazines. Segmentation is a means of providing audiences with ads appropriate to their behavioral, demographic, and psychological characteristics. Through a content analysis of cigarette advertising in 10 popular magazines, a study…