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)

A study examined (1) how advertising practitioners perceive research related to their profession, (2) how advertising practitioners learn of current research results, and (3) how, if at all, advertising practitioners use research. Individual discussions with advertising practitioners in the San Diego market led to an initial bank of items from…

This document presented by the National Citizens' Committee for Broadcasting at a 1976 press conference provides an assortment of materials concerned with violence in television. Among the materials included are "Who Sponsors the New Fall Violence?" by Nicholas Johnson, a description of and rationale for the study of advertisers who…

Describes conflicting findings about whether print advertisements are generally informative or persuasive; suggests research needs in this area. (GT)

This paper provides a selected review of political candidate campaign advertising studies from the political science, mass communication, advertising, and political communication literature. The paper examines the literature in terms of research pertaining to (1) candidate advertising content (commercials for male versus female candidates and for…

The basic arrangements and practices of American broadcast audience research and measurement were established during the first decade (1920-29) of the field's existence, and were motivated by commercial and competing institutional concerns within the broader context of evolving forms of imagination and expression. A review of the evidence found in…

Reports on a study that tested the applicability of drive-reduction and exposure learning models for gratifications received across three sources of political information. Concludes that the exposure learning model was more efficient for both newspaper and television news. (FL)

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…

Noting the lack of a dispute mechanism for determining whether an advertising practice is truly deceptive without generating the costs and negative publicity produced by traditional Federal Trade Commission (FTC) procedures, this paper proposes a model based upon early termination of the issues through jointly commissioned behavioral research. The…

A study quantitatively reviewed empirical studies of negative political advertising using a method that combined citation analysis and content analysis. The citation analysis examined each individual cited work in 20 selected studies with respect to its citation information, and the content analysis investigated the 20 selected studies (citing…

This paper suggests the applicability of metric multidimensional scaling for research within the political arena. Multidimensional scaling allows the researcher to simultaneously observe change and rates of change within the policy's attitudes toward the candidates and issues in election campaigns. Multidimensional scaling also reveals which…

Provides a selected annotated bibliography of articles on mass communication published in January, February, and March 1987 in trade, scholarly, and general publications in the U.S. and abroad. Includes the topics of advertising, editorial policy and methods, history and biography, women and media, and visual communication. (MM)

A media unit for inner city high school students examined the relationship between youth and advertising by using drama as the medium through which learning and research occurred. Data were presented through scripted dramatic scenes. How the interpretation and generation of data were embedded in the process of writing these scripts is explained.…

To address the issues of drunk driving and failure to use car restraints among teens and young adults, a 21-month-long media campaign has been developed especially for the 15- to 24-year-old audience to compare the effectiveness of paid advertisements and public service announcements. A formative research approach to message design will be used to…

The Advertising section of the proceedings contains the following 16 papers: "Ethics of Advertising Practitioners: An Explanation Based on a Classical Theoretical Framework" (Cornelius B. Pratt and E. Lincoln James); "Sex Roles in Frightening Film Newspaper Advertisements: An Overview of the Past 50 Years" (Melissa M. Spirek);…