Concludes that pricing equilibrium for advertising space is not present in metro editions of national magazines. (FL)

Codes 1038 magazine advertisements spanning 1940 through 1950 for mode of address in the child's body, face, eyes, and other areas. Indicates, regarding mode of address, significant rotating image trends toward a more direct address in the eyes and face of the child in the postwar period--trends that were absent in prewar and war years. (PA)

Reviews advertising typography in general interest, special interest, and trade magazines and concludes that special interest magazine ads are making the most effort to be fashionable, but also have the greatest chance of having functional problems. (FL)

Analyzes full-page advertisements in four national magazines for the years 1980 to 1986. Finds (1) endorsements occurred in about half of the advertisements; (2) endorsers most used were celebrities; (3) advertisements with endorsers contain less information; and (4) celebrities most often endorsed personal care or apparel products. (RS)

Examines institutional changes in advertising before and after the stock market "crash" of 1987 as represented in the "Wall Street Journal." Finds that financial institutions increased the frequency and size of ads after the crash. (RS)

Combines earlier content analysis studies with original data from five magazines in 1986 to examine the use of Blacks in magazine and television advertising. Finds an increase in the Black presence in advertising. Notes that the Black presence in television commercial sometimes approaches the percentage of Blacks in the population. Notes a less…

Examines (1) whether previous research has actually measured the information content of ads; (2) how such content should be measured; and (3) trends in factual content of general magazine ads for 1958, 1968, and 1978. Concludes that while most ads contain nonfactual claims, most also have factual claims. (FL)

Reports on an analysis of prices and amounts of advertising in magazines showing that price per page is not related to amount of advertising. (FL)

The issue of whether to "standardize" or "specialize" in international advertising campaigns is important because it may help determine whether each audience should be addressed separately or whether advertising agencies should attempt to address the collective global consumer. Print and television advertisements for American…

Discusses the content of advertisements emphasizing societal problems between 1965 and 1972, concluding that most are self-serving for the sponsor. (RB)

Provides a content analysis of advertising visuals--illustrations and photographs--to determine the frequency with which the basic visual communication functions are used. Finds that photographs are the most frequently used type of visual and that symbolic visuals are more prevalent than literal visuals. (MM)

Reports that editors say the use of brand names in nonbusiness sections of newspapers has increased in the last 20 years. (FL)

Compares the dress of adult models in magazine advertisements in 1964 and 1984. Finds that nudity is more prevalent in magazine ads in 1984 than in 1964. (RS)

A study examined how three major women's magazines handled cigarette advertisements and editorial copy about smoking-related health problems. Examined were issues of "Ms.,""Good Housekeeping," and "Seventeen" magazines from 1972, one year after the ban on television advertisements and the year "Ms." began…

A study examined whether advertising appeals based on product affiliation, achievement, and attributes would account for differences in male readership of liquor advertisements. The investigation focused on the relationship between the content of alcholic beverage advertisements and attention engagement, the first state in consumer information…