This study analyzes the public relations curricula of 44 American colleges that have a Public Relations （PR） Student Society of America （PRSSA） chapter. Through content analysis, this study examines general requir...This study analyzes the public relations curricula of 44 American colleges that have a Public Relations （PR） Student Society of America （PRSSA） chapter. Through content analysis, this study examines general requirements, core public relations courses, requirements of public relations programs and strategic communication programs, and optional public relations courses offered by the colleges. The findings of this study reveal that very few public relations programs offer courses involving new media, crisis communication, and PR ethics. In order to keep in touch with the fast-changing public relations landscape, more PR programs should require and integrate new media, crisis communication and ethics courses.展开更多
In this research, two television programs were analyzed to compare the type and frequency of the product placement within them, and to determine whether women or teenagers are more targeted by advertisers. The televis...In this research, two television programs were analyzed to compare the type and frequency of the product placement within them, and to determine whether women or teenagers are more targeted by advertisers. The television programs were Desperate Housewives, a program targeted toward females, and Blue Mountain State, a program targeted toward male teenagers. The results of the study were analyzed using social cognition research, and ultimately determined that teenagers have become the predominant target audience for advertisers than women.展开更多
This study analyzed gender stereotypes in American and Mexican magazine advertisements. The researchers conducted a content analysis of four major fashion magazines （i.e., Vogue, Cosmopolitan, People en Espahol, and ...This study analyzed gender stereotypes in American and Mexican magazine advertisements. The researchers conducted a content analysis of four major fashion magazines （i.e., Vogue, Cosmopolitan, People en Espahol, and Vanidades）, using KANG＇s （1997） scales of gender behaviors inspired by Goffman＇s （1979） gender studies. The researcher obtained findings by averaging the overall sum of each country＇s stereotypes by comparing them for any similarities or disparities. The results suggest a similar amount of gender stereotypes across both countries, specifically in the gender categories of ＂feminine touch＂, ＂licensed withdrawal＂, and ＂body display＂. Overall, findings from this study provide further implications for future researchers and marketers. Future researchers should further analyze gender behavior by conducting a longitudinal study of the various types of gender stereotypes at an international level. Additional implications and future research ideas are discussed throughout this research.展开更多
The effectiveness of celebrity endorsements has been a topic that has interested many advertising researchers. It has been long debated on which advertising method is most effective. The purpose of this study was to c...The effectiveness of celebrity endorsements has been a topic that has interested many advertising researchers. It has been long debated on which advertising method is most effective. The purpose of this study was to conclude whether or not advertising agencies and social cause organizations are obtaining the results of these studies and using them in magazine advertisement campaigns and which one of these advertisements is more prevalent in magazines. Advertisements were examined from two American magazines, W Magazine and Good Housekeeping. The results of the study showed that celebrtiy endoresments have been featured in magazine advertisements more in recent years that products are endorsed by celebrities more than social causes and a majority of these endoresments are for products that affect a consumer＇s self-image.展开更多
文摘This study analyzes the public relations curricula of 44 American colleges that have a Public Relations （PR） Student Society of America （PRSSA） chapter. Through content analysis, this study examines general requirements, core public relations courses, requirements of public relations programs and strategic communication programs, and optional public relations courses offered by the colleges. The findings of this study reveal that very few public relations programs offer courses involving new media, crisis communication, and PR ethics. In order to keep in touch with the fast-changing public relations landscape, more PR programs should require and integrate new media, crisis communication and ethics courses.
文摘In this research, two television programs were analyzed to compare the type and frequency of the product placement within them, and to determine whether women or teenagers are more targeted by advertisers. The television programs were Desperate Housewives, a program targeted toward females, and Blue Mountain State, a program targeted toward male teenagers. The results of the study were analyzed using social cognition research, and ultimately determined that teenagers have become the predominant target audience for advertisers than women.
文摘This study analyzed gender stereotypes in American and Mexican magazine advertisements. The researchers conducted a content analysis of four major fashion magazines （i.e., Vogue, Cosmopolitan, People en Espahol, and Vanidades）, using KANG＇s （1997） scales of gender behaviors inspired by Goffman＇s （1979） gender studies. The researcher obtained findings by averaging the overall sum of each country＇s stereotypes by comparing them for any similarities or disparities. The results suggest a similar amount of gender stereotypes across both countries, specifically in the gender categories of ＂feminine touch＂, ＂licensed withdrawal＂, and ＂body display＂. Overall, findings from this study provide further implications for future researchers and marketers. Future researchers should further analyze gender behavior by conducting a longitudinal study of the various types of gender stereotypes at an international level. Additional implications and future research ideas are discussed throughout this research.
文摘The effectiveness of celebrity endorsements has been a topic that has interested many advertising researchers. It has been long debated on which advertising method is most effective. The purpose of this study was to conclude whether or not advertising agencies and social cause organizations are obtaining the results of these studies and using them in magazine advertisement campaigns and which one of these advertisements is more prevalent in magazines. Advertisements were examined from two American magazines, W Magazine and Good Housekeeping. The results of the study showed that celebrtiy endoresments have been featured in magazine advertisements more in recent years that products are endorsed by celebrities more than social causes and a majority of these endoresments are for products that affect a consumer＇s self-image.
