Digital Commons Network^™

The Use Of Female Sexuality In Australian Alcohol Advertising: Public Policy Implications Of Young Adults' Reactions To Stereotypes, Sandra C. Jones, Amanda Reid

Sandra Jones

Coinciding with the rise of raunch culture, a new female stereotype has emerged in advertising - the lusty, busty exhibitionist who exudes sexual power and confidence. Previous research has generally found that women react less positively to female sexual images in alcohol advertising than males, but different sexual stereotypes have not been explicitly examined. The present study utilizes different types of sexual appeals in three televised advertisements for alcohol brands and investigates the relationship between types of sexual imagery and attitude to the advertisement, stated reasons for (dis)liking the advertisement and purchase intention (PI) among 268 Australian university students. Surprisingly, …

Health Claims For Food Made In Australian Magazine Advertisements, P. G. Williams, Linda C. Tapsell, Sandra C. Jones, K. Mcconville

Sandra Jones

Aim: The aim was to describe the level of health claims being used in magazine advertisements, the categories of foods carrying health claims and the types of benefits being claimed for particular foods or food ingredients. Data were compared to similar studies of food labels and internet sites to reflect the impact of rule governance of the different media and highlight implications for the current proposed changes in food standards legislation. Methods: From January to June 2005 a survey of all print advertisements for food in Australia’s 30 top-selling magazines was undertaken. The results were compared with those from a …

Culture And Metaphors In Advertisements: France, Germany, Italy, The Netherlands And The United States, Pamela K. Morris

Pamela K. Morris

Using a content analysis of 87 French, German, Italian, Dutch and American magazine ads, variations in metaphors and cultural attributes were examined from culture-bound groups: food/beverages, automobiles, insurance/finance, and personal care. Findings provide examples for how culture is reflected in language and symbols. The study shows metaphors are exploited in headlines to capture attention throughout all countries. However, metaphors and cultural attributes are used strategically within nations to deliver persuasive messages.

Praying Hands: A Christian Metaphor, Pamela K. Morris

Pamela K. Morris

Sometime around 1508, when Albrecht Dürer drew a study in silver point on blue paper of a pair of hands praying in Nürnberg, Germany, he could not have thought of the popularity and the mythology that a drawing of upturned hands would inspire some four hundred fifty years later. Praying Hands are now found on candles, funeral cards, lockets, flower planters, place mats, automobile license plates, and water towers. Why? What is it that makes this once mundane image so popular in the 20th century? The co-opting of images happens in advertising all the time, but what about religion? Current …

Email Policies Considered, Jay Forder, Patrick Quirk

Jay Forder

[Extract] The worldwide electronic mail system is a part of, and yet quite distinct from, the Internet. It has a broader coverage than the Internet and has capabilities beyond mere communication between humans (e.g. it can be used to produce automatic responses between computers). The previous issue of "Law & Technology" considered legal liability for e-mail and highlighted the need for a corporate policy. We now consider what a sensible policy might contain.

Survey Of Health Claims For Australian Foods Made On Internet Sites, H. Dragicevich, P. G. Williams, L. Ridges

Peter Williams

Aim: Australia and New Zealand are currently preparing a new food standard code, which will allow the use of health claims on food products and in associated advertising. The aim of this study was to obtain preliminary information about the current use of health claims on the Internet and the level of compliance of these claims with existing regulations. Methods: From August to October 2005 a survey was conducted of 1068 websites associated with the top 20 food processing companies in Australia, and an additional 683 websites for food products found to carry health claims in previous studies of product …

Marketing Blackness: How Advertisers Use Race To Sell Products, David Crockett

David Crockett

Marketing blackness, or black cultural identity, involves promotional strategies reliant on persons and other symbolic and material representations socially and historically constructed as black (e.g. speech and phonetic conventions, folklore, style, fashion, music, usage of the body, and the black physical form). This research presents a framework that assesses the strategic role blackness representations play in US advertising. The framework addresses the fundamental question of how advertisers use blackness representations to deliver promises about their products’ benefits, a necessary first step in ultimately understanding their effectiveness and their impact on blackness itself. The framework orders blackness representations along two dimensions …

Hate The Vile Campaign Ads? Blame The Supreme Court, Alan E. Garfield

Alan E Garfield

No abstract provided.

Tibetan Buddhism In Northern California, Michele Gibney

Michele Gibney

When the Dalai Lama was forced to flee Tibet before a Chinese invasion force in the 1950’s, Tibet became an icon in the eyes of the West as an underdog; albeit an incredibly spiritual and exotic one. Due to a dwindling of the religious followers and resources within the community of Tibet in exile, Tibetan Buddhists ventured out from their self-imposed isolation to spread the teachings to any who would listen, (Coleman, 2001, 72). Buddhism, already a source of fascination in America due to the Beat poets and Zen Buddhism, became a craze between the years 1960-1997, (ibid, 103). California …

Race, Gender, And Status: A Content Analysis Of Print Advertisements In Four Popular Magazines, Melvin E. Thomas, Linda A. Treiber

Linda A. Treiber

Floating A University Website: If You're Going To Fish, Bring The Right Bait, Oscar T. Mcknight, Ronald Paugh

Oscar T McKnight Ph.D.

Visual and printed information desired by precollege students were examined using a cluster technique. Significant relationships between the ACT score and student preferences were found. Several recommendations are offered to assist college and university administrators integrate the research and interactivity of the Web into their overall marketing strategy.

Advertising Slogans And University Marketing: An Exploratory Study Of Brand-Fit And Cognition In Higher Education, Oscar T. Mcknight, Ronald Paugh

Oscar T McKnight Ph.D.

It is not uncommon for universities to develop and market their advertising slogan. This study examines institutional advertising slogans, and empirically tests the cognitive component of brand-fit. Findings are indicative of a relationship between cognition and university advertising slogans. Implications for university communications are marketing strategies are discussed.

"Congress: The Electoral Connection" - Original Draft, David R. Mayhew

David Mayhew