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“I don’t know, papa, but it has been such a dreadful night that I shall remember it as long as I live. It thundered and lightened, and I was very hungry, and then the Talking-Cricket said to me: ‘It serves you right; you have been wicked and you deserve it,’ and I said to him: […]

Social movements are more loosely organized than groups such as the PTA. In their early stages, social movements lack the structure to distribute information efficiently; they often lack identified leaders whose opinions are accepted by the media as representative of the opinions of the movement as a whole. Social movements seek to produce specific changes […]

In other words, there will remain institutional sources of news with corresponding accountability. At the same time, the proliferation of information will heighten the need for consumers to be analytic and skeptical. Even in this changing media world, it remains important to know to whom one should complain. Complaints about material appearing on network programs […]

Association Advertisers attempt to associate their products with a slogan, a trademark or trade character, and a package; then they try to associate the product, slogan, package, trademark, and trade character with positive experiences. Ads create wants and transform wants into needs by associating products with desirable experiences. If the ad is to succeed, it […]

Implying Causality Many ads imply a cause-and-effect relationship: use this product, get that desirable effect. Critics of advertising ask if the effect occurs at all, if the effect is a result of using the product, if the effect is a necessary result of using the product, and if the effect is a result of using […]