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ERIC_NO: ED205996

TITLE: Using the Want Ads. A Janus Survival Guide.

AUTHOR: Jew, Wing; Tandy, Carol

PUBLICATION_DATE: 1977

ABSTRACT: Originally intended for students with readingproblems,

this booklet may also be helpful to anyone who wants to make use of

newspaper want ads. The eight teaching units discuss the following

topics: (1) purposes for want ads, (2) finding want ads, (3) letting the

alphabet help in reading want ads, (4) looking for a job, (5) looking for an

apartment, (6) looking for a car or bicycle, (7) writing want ads, and (8)

using the local newspaper. The final section of the booklet contains a

guide to the phonetic respellings of abbreviations commonly used in

want ads. A brief teacher's manual accompanies the booklet.

ERIC_NO: ED309484

TITLE: Gender Stereotypes inAdvertising: A Critical Review.AUTHOR: Langmeyer, Lynn


ABSTRACT: Television and television advertising, because of their

pervasiveness and intrusiveness, have been identified by many as

potent, formative, and usually negative influences within our culture. Print

media, including magazine advertising, although perhaps less potent,

are perceived as equally important. The effects of gender portrayals on

audiences are a major concern to advertisingand marketing

researchers because there is an assumption that negative reactions to

portrayals are related to negative consumption attitudes and behavior. A

review of the literature shows that researchers, however, have been very

slow to tackle the question of effects and consequences, and research

objectives have centered on the identification and examination of role


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portrayals. Gender role research tends to be nose-counting and when it

is not, results are contradictory and generally confined to narrow

considerations. Despite the definitional, procedural, analytical, and

conceptual problems associated with this research, the presence of

advertisingstereotypes can be clearly demonstrated. It is time to move

on to the question of "effects," regardless of thedifficulties likely to be

encountered.

ERIC_NO: EJ378819

TITLE: Explanation of AmbiguousAdvertisements: A Developmental

Study with Children and Adolescents.

AUTHOR: Nippold, Marilyn A.; And Others


JOURNAL_CITATION: Journal of Speech and Hearing Research; v31

n3 p466-74 Sep 1988

ABSTRACT: Forty students aged 9-18 were asked to explain themeanings of lexically ambiguous advertisements from magazines,

newspapers, and brochures. Older subjects explained the meanings

correctly more frequently than younger subjects. The psychological

meanings of the ads were found to be more difficult to explain than the

physical meanings.

ERIC_NO: EJ567501

TITLE: Translation Assessment: Notes on the Interlingual Transfer of an

AdvertisingText.

AUTHOR: Horton, David


JOURNAL_CITATION: IRAL; v36 n2 p95-119 May 1998


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ABSTRACT:Attempts to measure translation quality raise important

questions about the nature of textual transfer, the relationship between

source- and target-language texts, and translation functions.

Examination of a typical advertisingtext, translated from English to

German, shows the degree of freedom with which texts are manipulated

in professional practice and demonstrates difficulties that this presents

for quality assessment.

ERIC_NO: ED171249TITLE:A Two-Phase Survey of the Impact of Radio and Television

Public Service Announcements. Final Report.


ABSTRACT: This evaluation was designed to assess the effectiveness

of an information campaign conducted in seven selected areas of the

country to promote public awareness and use of services provided by the

National Library Service for the Blind and Handicapped (NLS) for

individuals with reading difficulties. The principal campaign medium

consisted of television and radio public service announcements (PSAs)

that were aired on a voluntary basis by local broadcasters. The PSAs

were designed to tell the public about who is eligible, what materials are

available, who sponsors the program, and that the services are free of

charge. Public awareness of these announcements was assessed by

conducting telephone surveys of adults in the areas where the PSAs

were distributed. A measure of changes in awareness and knowledge

was obtained by conducting two survey waves--a premeasure before any

messages had been aired and a postmeasure that took place as the

messages were continuing. Survey results showed that between 8 and

19 percent of the respondents saw the television PSAs, while only one to


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ERIC_NO: ED214108

TITLE:Abbreviations: Their Effects on Comprehension of Classified

Advertisements.

AUTHOR: Sokol, Kirstin R.


ABSTRACT: Two experimental designs were used to test the hypothesis

that abbreviations in classified advertisements decrease the reader's

comprehension of such ads. In the first experimental design, 73 high

school students read four ads (for employment, used cars, apartments

for rent, and articles for sale) either with abbreviations or with all

abbreviations eliminated. Both forms of ads were followed by

comprehension questions. The 93 high school students participating in

the second experimental design read the ads both with and without the

abbreviations but in different orders of presentation and sometimes with

a lapse of one week between readings. The findings were the same in

both of the experimental designs. Regardless of test conditions, order of

presentation, and time lapse between completion of both forms of

experiment, the mean correct scores of the subjects were significantly

lower on the form with abbreviations than on the form without

abbreviations. A grade-by-grade analysis of the data showed that the

differences between scores on the two forms occurred in all grades,

although the differences were not significant in the twelfth grade sample.The analysis by grade also showed a trend of decreasing differences

between the two forms as educational level increased.

ERIC_NO: EJ641271

TITLE: Verso la comprensione: l'applicazione di un modello (Towards

Comprehension: The Application of a Model).

AUTHOR: Brusco, Simona


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JOURNAL_CITATION: Italica; v78 n4 p540-60 p79-99 Win 2001

ABSTRACT:Argues comprehension is a complex, non-linear process,

conditioned by multiple individual and contextual factors. Outlines

DeMauro's models ofcomprehension, presents an integrated model

that combines the interlacing and the circular models, uses the

integrated model to analyze a series of interviews based on viewing of a

magazine advertisement. Offers a graphical representation of the

different factors at play.

ERIC_NO: ED386911

TITLE: The Effect on Listening Comprehension of Using Television

Commercials in a Chinese-as-a-Second-Language Class.

AUTHOR: Lee, Frances Y.


ABSTRACT: This study measured the difference of the effect on

students' learning of Chinese as a second language with the use of

Chinese television commercials with both audio and video and Chinese

commercials with audio only. Subjects were students (n=201) at Brigham

Young University (Utah). Approximately 60 hours of commercial

television videos, most in Mandarin Chinese, were recorded from Taiwan

television. A pilot test of 5 commercials was conducted. Ten students

were given pretests and posttests for each of the video and audio

lessons during a 12-lesson course. There was a significant difference in

student comprehension between video and audio sessions. Results of

a statistical analysis suggest that although both methods produce gains,

the use of video is shown be more effective in developing student

comprehension than the use of audio alone. The audio-only approach


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did not offer as many cues to meaning and students were dependent on

the instructor to explain things not seen. It is suggested that the potential

impacts of teacher bias and training and test design be investigated in

more detail as well as the potential impact of television commercial

impact versus television programming impact.

ERIC_NO: ED278367

TITLE: Consumer Information in the Electronic Media: Neutral

Information, Advertising, Selling. Working Paper No. 4.

AUTHOR: Sepstrup, Preben; Olander, Folke


ABSTRACT: This paper presents a self-contained summary in English

of the results of a research project conducted for the Nordic Council of

Ministers to define problems, advantages, and disadvantages of the

electronic dissemination of information for consumers, and to determinewhether consumer organizations should adapt their information activities

and consumer policies to suit developments in information technology.

The Introduction and Chapter 1 provide background information on the

project, and Chapters 2 through 6 contain detailed documentation of

electronic data media--teletext, cabletext, and videotex--and other means

of accessing databases, together with forecasts of future developments;

the use of electronic and visual media in neutral consumer information in

the United Kingdom, the United States, West Germany, and the Nordic

countries; and the internal use of electronic data media by consumer

organizations. The material presented is based on a comprehensive

literature review and personal interviews with individuals from the above

countries. Chapter 7 uses consumer behavior and communication

theories to derive a series of general consumer requirements to be


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applied to information and advertising, and Chapter 8 presents a

proposal for a Nordic consumer policy of consumer information in the

electronic media. A list of persons interviewed is included, as well as a

comprehensive reference list which includes works in English, Danish,

French, German, Norwegian, and Swedish.

ERIC_NO: ED120758

TITLE: Maturational and Social Factors in Children's Understanding of

TV Commercials.AUTHOR: Robertson, Thomas S.; Rossiter, John R.


ABSTRACT: The findings of this study indicated that children's capacity

to comprehend television advertising is primarily a developmental

phenomenon, although social and experiential factors may have a

moderate positive and a minor negative influence, respectively.

Research subjects were 289 elementary school boys of first, third, and

fifth grade levels, equally divided among the three groups. Canonical

correlation analysis was utilized in a broad application of Piaget's theory

to assess the relative contribution of developmental, social and

experiential factors to children's comprehension of television

advertising. Comprehension was operationally defined as cognitive

understanding of the general structure and intent of commercials and

demonstration of a selective attitudinal response toward them.

ERIC_NO: ED456474

TITLE: Educators and Practitioners Look at the Advertising Curriculum.

AUTHOR: Fletcher, Alan D.


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ABSTRACT:A 1989 comprehensive report addressed the then-current

status of curricula in all of the mainstream components of most mass

communication programs: journalism, advertising, broadcasting,

magazines, public relations, and visual communication. Recently, a study

replicated the advertising portion of the original report, using a

questionnaire based largely on the original and employing subsamples of

respondents that match or are similar to the original subsamples. In the

original study, respondents were asked to rate the importance of general

areas of study in a liberal arts program and also to rate the importance of

specialized areas of study usually found in advertising curricula, such as

copy and layout and media planning. Two groups constituted the sample:

educator members of the Advertising Division of the Association for

Education in Journalism and Mass Communication (AEJMC) and

presidents and education chairs of local professional advertising

associations. Results in 1989 demonstrated very strong agreementbetween educators and practitioners in the relative importance of general

areas of study as well as specific advertising and advertising-related

courses. And as in the earlier study, in the current study it appears that

professors and practitioners of advertising are largely in agreement

about the relative importance of various general areas of study. Like the

earlier study, this study showed no dramatic differences between

educator and practitioner views of what is important in the typical

advertising curriculum. The conclusion of the original curriculum study

appears to be appropriate for this study--that advertising education "is

attuned to the needs of the marketplace."


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ERIC_NO: ED314305

TITLE: Report on Self-Regulation by the Broadcasting and Advertising

Industries for the Elimination of Sex-Role Stereotyping in the Broadcast

Media.


ABSTRACT: The Task Force on Sex-Role Stereotyping was established

in 1979 by the Canadian Radio-Television and Telecommunications

Commission (CRTC). Comprised of members of the broadcasting

industry, the task force included the Canadian Association of

Broadcasters (CAB), the advertising industry, the Canadian Broadcasting

Corporation (CBC), public members, and the CRTC. The task force

published a report in 1982 that set out a wide-ranging program, based on

industry self-regulation with public accountability, to improve the

portrayal of women in the programming and commercial content

broadcast on Canadian radio and television. The task forcerecommended that the CRTC monitor and assess the initiatives taken by

the broadcasting and advertising industries during a 2-year period. The

report contains no conclusions as to the effectiveness of self-regulation,

but is rather a progress report on the self-regulatory process from the

perspective of all participants. It also contains a summary of a

comprehensive content analysis study commissioned by the CRTC and

conducted by Erin Research.

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