Name der Zeitschrift: Semiotica Jahrgang: 2015 Heft: 204 Seiten: 145-172.

This paper discusses a test of a hypothetical model of the role of perceived ethical feelings about the use of female nudity/erotic stimuli in print advertising. Specifically, the linkages between perceived ethicalness of the use of the print ad (as measured by the Reidenbach and Robin ethics scale) and attitude toward the ad, brand, and purchase intention are explored.

Commercial advertisements are considered informative discourse, whereas the manipulative effects of their verbal and visual strategies have been ignored. According to van Dijk (2006), manipulation in mass media is performed by drawing the audience’s attention to information A rather than to B, by providing irrelevant or incomplete information, and by playing emotional games. Since the analysis of manipulative effects of semiotic features used in advertisements is scarce, the present research project investigates the potential manipulative effects of semiotic aspects used in (...) Persian printed advertisements, and the influence of the Iranian sociocultural context on designing these visual messages. A corpus of 160 Persian printed advertisements was analyzed; the results revealed that their semiotic features, especially those which are meaningful based on the sociocultural context of Iran, tend to inculcate relevant information and meaning in consumers, in order to control their minds and subsequently their purchases. The findings of this study include six theme-based categories of semiotic manipulation strategies: Celebrity images, Creative images, Punctuation marks, Natural images, Seasonal images, and Cultural images. The results are discussed along the lines of research methodology in discourse and semiotic analysis. (shrink)

Photographs deployed in scientific investigation also are circulated and consumed in popular culture. Examination of the work of an early-twentieth-century consulting U.S. scientist in commercial print advertising illuminates a still mostly unwritten history concerning scientific realism, photography, and American advertising’s middle-class audiences. The work of American scientific photographer Philip O. Gravelle with American national advertising campaigns during the early decades of the twentieth century draws attention to the myriad creative uses of scientific photography during the first decades of the (...) twentieth century. It also sheds new light on a pivotal era in the evolution of illustration-based American print advertising. (shrink)

Journal Name: Cognitive Linguistics Issue: Ahead of print.

In this article we offer analysis of the intersection between what is theorized as the knowledge economy, US schools, and identity politics through our examination of a sample of print media advertisements. The thematic thread we use to tie these pieces together is the concept of smartness, which we frame as a metanarrative of truth reflected in schooling and society. In sum, 156 advertisements are examined and discourses of smartness, race/ethnicity, and gender analyzed. We discuss the ways power has (...) shifted within the knowledge economy to privilege smart identities as representations of human capital and those representations? connections to schooling. (shrink)

Despite a growing population of older people, traditional prejudices against age continue to flourish in society. The media in particular are often guilty of ageism, persistently focusing upon the ‘youth market’, and advertisers are particular offenders. By ignoring older people, or using them as caricatures, the advertising industry not only violates its ethical responsibilities to this group within the community, but also overlooks the commercial opportunity presented by the new generation of older consumers. The article presents research into UK (...) class='Hi'>print media which shows that older people tend not to be featured in advertisements in mainstream publications, but are prominent in advertisements in publications for the over‐fifties. The issues this raises in terms of the duty of advertisers to respect the rights of older people are discussed, along with the commercial imperative to provide more appropriate images of older people in UK advertising. (shrink)

Despite a growing population of older people, traditional prejudices against age continue to flourish in society. The media in particular are often guilty of ageism, persistently focusing upon the ‘youth market’, and advertisers are particular offenders. By ignoring older people, or using them as caricatures, the advertising industry not only violates its ethical responsibilities to this group within the community, but also overlooks the commercial opportunity presented by the new generation of older consumers. The article presents research into UK (...) class='Hi'>print media which shows that older people tend not to be featured in advertisements in mainstream publications, but are prominent in advertisements in publications for the over‐fifties. The issues this raises in terms of the duty of advertisers to respect the rights of older people are discussed, along with the commercial imperative to provide more appropriate images of older people in UK advertising. (shrink)

This paper sketches how late seventeenth-century Dutch anatomists used printed publications to advertise their anatomical preparations, inventions and instructional technologies to an international clientele. It focuses on anatomists Frederik Ruysch and Lodewijk de Bils , inventors of two separate anatomical preparation methods for preserving cadavers and body parts in a lifelike state for decades or centuries. Ruysch's and de Bils's publications functioned as an ‘advertisement’ for their preparations. These printed volumes informed potential customers that anatomical preparations were aesthetically pleasing (...) and scientifically important but did not divulge the trade secrets of the method of production. Thanks to this strategy of non-disclosure and advertisement, de Bils and Ruysch could create a well-working monopoly market of anatomical preparations. The ‘advertising’ rhetorics of anatomical publications highlight the potential dangers of equating the growth of print culture with the development of an open system of knowledge exchange. (shrink)

In this paper we analyze the relative effectiveness of the moment of contact between a brand and an individual consumer. The concept of effectiveness is made operational through the use of both attitude and awareness measures. The main research uses a 4x4 Latin square confounded within subjects factorial design with different touch points and brands. The appropriate stimuli were identified in a preliminary study. The results indicate that, overall, TV advertising and print advertisements – the traditional media channels – (...) are significantly more effective than the internet, a non-traditional media channel. (shrink)

This study is rooted in the research traditions of cultivation theory, construct accessibility, and availability heuristic. Based on a survey with 221 subjects, this study finds that familiarity with direct-to-consumer (DTC) print advertisements for antidepressant brands is associated with inflated perceptions of the prevalence and lifetime risk of depression. The study concludes that DTC advertising potentially has significant effects on perceptions of depression prevalence and risk. Interpersonal experiences with depression coupled with DTC advertising appear to significantly predict individuals’ perceived (...) lifetime risk of depression. The study ultimately demonstrates that DTC advertising may play a role in constructing social reality of diseases and medicine. The findings strongly suggest that the social cognitive effects of DTC advertising are far-reaching, impacting pharmaceutical marketing strategy as well as presenting issues regarding public health and the business ethics of advertising drugs to consumers. (shrink)

Symbolic Annihilation or Alternative Femininity? The Portrayal of Women in Selected Polish Advertisements The year 1989 marks the beginning of sweeping political, economic and social changes in Poland. Since that time an expansion of women into top professional positions can be observed. Data from the last national census clearly indicate that women in Poland are better educated than their male counterparts, increasingly careeroriented as well as aggressively pursuing managerial occupations. A modern woman is, by popular belief, no longer obliged to (...) conform to the so-called dominant or emphasized [i.e. hegemonic] form of femininity. There appears to be greater social latitude for her professional development. The paper explores whether print advertisements of certain products incorporate new powerful discourse of femininity. The three advertised products and services selected for the analysis have been commonly associated in Poland with the dominant form of masculinity. Consequently, it is interesting to examine whether women function there, and if so, how. The analyzed advertisements have been collected over the period of one year from three magazines addressed to the emerging Polish middle class. Drawing on Goffman's concepts of function ranking and ritualization of subordination as well as Critical Discourse Analysis, I will attempt to determine whether the selected print advertisements reflect the new femininity in Poland. (shrink)

This study investigates the strategies employed in the representation of masculinity in a sample of 50 advertising campaigns launched between 1999 and 2020. The chosen posters advertise products targeted at men that fit into five categories: beverages, food, daily care products, male fragrances, and clothing. Among the brands advertised are American Apparel, Clinique, Coca-Cola, Dove, Givenchy, McDonald's, and Nike. The analysis of discursive strategies is complemented by an analysis of the Corpus of Contemporary American English that investigates the most salient (...) collocates of real man/men in US English; this search was conducted due to the frequent mention of the term real men in the slogans under investigation. The corpus analysis supports the key findings of the study by showing that language and advertising operate in a circular structure and mutually impact one another. The five major strategies identified as recurrent in the representation of masculinity include gentleman's look, gender equality and fatherhood, sex appeal, sex and dominance, and strength. The findings reveal the prevalence of stereotypical representations of masculinity that foreground sex appeal, strength, and dominance over women, and to a lesser extent, the image of the classic gentleman. The Dove Men Care Collection promotes the idea of fatherhood and gender equality, which might be considered a slight departure from the usual representations of masculinity in advertising, though it is still embedded within the dominant framework of hegemonic masculinity. (shrink)

In lieu of an abstract, here is a brief excerpt of the content:'You Belong Outside':Advertising, Nature, and the SUVShane Gunster (bio)And which driver is not tempted, merely by the power of his engine, to wipe out the vermin of the street, pedestrians, children and cyclists?—Theodor Adorno, Minima MoraliaImages of nature are among the most common signifiers of utopia in commercial discourse, tirelessly making the case that a certain commodity or brand will enable an escape from the malaise and drudgery of (...) urban existence. The invocation of natural themes has been especially prominent in the marketing and promotion of sport utility vehicles over the past decade. Speeding through deserts and jungles, fording raging rivers, and even scaling the heights of Mt. Everest, the SUV is routinely depicted in the most spectacular and remote natural locations. These fanciful themes now attract the scorn of many who draw upon them to underscore the rather glaring contradictions between how these vehicles are marketed and how they are actually used: the irony of using pristine images of a hyper-pure nature to motivate the use of a product that consumes excessive amounts of natural resources and emits high levels of pollutants lies at the core of the growing public backlash against the SUV. While generally sympathetic to this critical perspective, I argue that we need to think through the role of nature in constructing the promotional field of these vehicles in a more [End Page 4] rigorous fashion than is often the case. Otherwise, we risk failing to fully understand the complexity of the SUV's appeal; even worse, simplistic criticism can have the perverse effect of reinforcing the ideological conceptions of nature that constitute a cornerstone of that appeal. Through an examination of recent print and television advertising campaigns, I develop an alternative account of the significance of natural imagery based upon the dialectical relation between nature and society that dominates the SUV's promotional field.1 Instead of reifying the conceptual distance that divides these two categories, we must look to how they flow into and define each other, often blending together into a dense cluster of associations in which the images of one connote and invoke ideas of the other.Welcome to the (not So) Great Outdoors: The Many Faces of NatureSince the emergence of the automobile as a commodity in the early twentieth century, natural themes and imagery have been used to attach a utopian flavor to movement through space. From the 1920s onward, car advertising has often invoked the fantasy of leaving behind the constraints of a crowded, mundane, and polluted urban environment for the wide open spaces offered by nature. In words that have guided advertisers (and urban planners) ever since, Henry Ford once quipped, "we shall solve the city problem by leaving the city."2 Charting the evolution of automotive promotional discourse, Andrew Wernick argues that the reliance upon natural imagery intensified in the 1970s and 1980s as people grew disenchanted with technology (and its militaristic overtones) and expressed concerns over growing traffic congestion, energy consumption, and road construction. Among the easiest tactics for advertisers wishing to deflect the negative associations invoked by the car was, and remains, an image-based rearticulation of cars with nature.3 Invoking nature as the endpoint of vehicular travel affirms one of automobility's most precious and fiercely guarded illusions, namely, that spatial mobility offers access to places, experiences, and events that are fundamentally different from everyday life, that one can escape to somewhere other than where one is now. Furthermore, as Martin Green explains, the use of nature to frame flight to the countryside summons up a powerful nostalgia for the simpler times and lives connoted by idealized scenes of rural life.4Nevertheless, SUV marketing takes the appropriation of natural themes and imagery to new 'heights,' with epic campaigns that place vehicles atop [End Page 5] mountain peaks, in the midst of dense forests, or racing across vast deserts. Leading the way in this appropriation of nature has been the Ford Motor Company. Although its market share has suffered recently, Ford spearheaded the promotion of the SUV in the 1990s with the Explorer which quickly became the best selling family vehicle of the decade, producing immense... (shrink)

In lieu of an abstract, here is a brief excerpt of the content:'You Belong Outside':Advertising, Nature, and the SUVShane Gunster (bio)And which driver is not tempted, merely by the power of his engine, to wipe out the vermin of the street, pedestrians, children and cyclists?—Theodor Adorno, Minima MoraliaImages of nature are among the most common signifiers of utopia in commercial discourse, tirelessly making the case that a certain commodity or brand will enable an escape from the malaise and drudgery of (...) urban existence. The invocation of natural themes has been especially prominent in the marketing and promotion of sport utility vehicles over the past decade. Speeding through deserts and jungles, fording raging rivers, and even scaling the heights of Mt. Everest, the SUV is routinely depicted in the most spectacular and remote natural locations. These fanciful themes now attract the scorn of many who draw upon them to underscore the rather glaring contradictions between how these vehicles are marketed and how they are actually used: the irony of using pristine images of a hyper-pure nature to motivate the use of a product that consumes excessive amounts of natural resources and emits high levels of pollutants lies at the core of the growing public backlash against the SUV. While generally sympathetic to this critical perspective, I argue that we need to think through the role of nature in constructing the promotional field of these vehicles in a more [End Page 4] rigorous fashion than is often the case. Otherwise, we risk failing to fully understand the complexity of the SUV's appeal; even worse, simplistic criticism can have the perverse effect of reinforcing the ideological conceptions of nature that constitute a cornerstone of that appeal. Through an examination of recent print and television advertising campaigns, I develop an alternative account of the significance of natural imagery based upon the dialectical relation between nature and society that dominates the SUV's promotional field.1 Instead of reifying the conceptual distance that divides these two categories, we must look to how they flow into and define each other, often blending together into a dense cluster of associations in which the images of one connote and invoke ideas of the other.Welcome to the (not So) Great Outdoors: The Many Faces of NatureSince the emergence of the automobile as a commodity in the early twentieth century, natural themes and imagery have been used to attach a utopian flavor to movement through space. From the 1920s onward, car advertising has often invoked the fantasy of leaving behind the constraints of a crowded, mundane, and polluted urban environment for the wide open spaces offered by nature. In words that have guided advertisers (and urban planners) ever since, Henry Ford once quipped, "we shall solve the city problem by leaving the city."2 Charting the evolution of automotive promotional discourse, Andrew Wernick argues that the reliance upon natural imagery intensified in the 1970s and 1980s as people grew disenchanted with technology (and its militaristic overtones) and expressed concerns over growing traffic congestion, energy consumption, and road construction. Among the easiest tactics for advertisers wishing to deflect the negative associations invoked by the car was, and remains, an image-based rearticulation of cars with nature.3 Invoking nature as the endpoint of vehicular travel affirms one of automobility's most precious and fiercely guarded illusions, namely, that spatial mobility offers access to places, experiences, and events that are fundamentally different from everyday life, that one can escape to somewhere other than where one is now. Furthermore, as Martin Green explains, the use of nature to frame flight to the countryside summons up a powerful nostalgia for the simpler times and lives connoted by idealized scenes of rural life.4Nevertheless, SUV marketing takes the appropriation of natural themes and imagery to new 'heights,' with epic campaigns that place vehicles atop [End Page 5] mountain peaks, in the midst of dense forests, or racing across vast deserts. Leading the way in this appropriation of nature has been the Ford Motor Company. Although its market share has suffered recently, Ford spearheaded the promotion of the SUV in the 1990s with the Explorer which quickly became the best selling family vehicle of the decade, producing immense... (shrink)

This paper examines within the theoretical framework of intertextuality the mobilization of glocalization as an international marketing strategy in Nike’s and Adidas’s 2008 advertising campaigns in China. Intertextuality is seen as a form of mediation through which the glocalization strategy conducted within the domain of global marking is taken up in the domain of advertising communication. The paper also assumes the interrelations of intertextual performance to value orientations and group affiliations. By analyzing intertextuality in relation to affinity groups, it aims (...) to resolve to some extent the conundrum of Nike’s more successful than Adidas in the sportswear market of China in a social-semiotic perspective. Two print ads constituting a representative example of the corpus were selected for a qualitative analysis. The comparative analysis of intertextuality reveals the contrasting methods of glocalization applied by Nike and Adidas in their 2008 advertising campaigns, thus offering an explanation for Nike’s triumph in competition with Adidas in China. (shrink)

In adopting a deontological lens to assess message ethicality, this study identifies and explicates the ethical dimensions of fast food advertising through five principles of the TARES framework of persuasion ethics. In moral weight, fast food—with its high calories and low nutritional value—is negatively prejudiced. A deontological-ethical perspective, by focusing on the quality of the advertising message, shifts the focus from the product to a more measured deliberation about the moral responsibility of fast food advertisers to reposition them as moral (...) agents who are accountable for their messages. A content analysis of 380 television and print ads for fast food in Singapore shows that few ads met the TARES's expectations. Ads targeting children and teenagers are associated with lower message ethicality than ads targeting adults and the general audience, lending empirical support to the literature critical of fast food advertising's insidious approach of targeting the young. (shrink)

It is a commonplace of discussion about the impact of visual media, whether visual images in print, televisual images or the images of the internet, to claim that it functions irrationally. This paper argues against that claim. First, the assumptions about the connection between rationality and linear, written, unemotional prose are unjustified. Secondly, using analytic techniques analogous to those used in identifying argumentation in verbal text, is possible to discern arguments in visual text, in particular in image based advertisements.

SUMMARYEarly modern printers, publishers and booksellers not only influenced readers to purchase particular books but continue to shape our reception of printed books today. Through title-page advertisements, prefaces and indexes, these ‘print agents’ forged unique relationships with new and returning readers. Paying attention to paratextual structures can uncover strategies for marketing new books, corralling readers and outlining new genres. A consideration of framing devices can also further our understanding of digital resources: much as print agents mediated printed books, (...) digital humanists help reinforce the value of new technologies for the study of early modern texts, guiding users to apply new methods of research, and helping establish new areas of scholarship. As a new kind of print agent, digital humanists must be more aware of their choices in curating, organising and labeling metadata. As we rethink what it means to read, edit and disseminate texts through the digital medium, we must also understand the degree to which modern and early modern editorial practices challenge and influence our scholarship and criticism. (shrink)

For a long time, female endorsers in advertising have been doing product information promotion in the market. However, with more and more highly educated women participating in the labor force, the conception of feminist depictions in advertising have become a perplexing issue. The traditional female role portrayals or stereotypes of the past are not able to totally reflect the expectations, behavior, attitudes, and beliefs of contemporary women. The author collected print ads as data from three types of the highest (...) circulation magazines: foreign women’s magazines, domestic women’s magazines, and domestic management magazines subscribed to in Taiwan to investigate what were the favorite feminine patterns and feminist depictions in a traditionally masculine society. The results showed classical beauty and girl-next-door images were “acceptable” gender-role behavior exposed highly in domestic magazines, which might contribute to conservative Confucian beliefs. On the other hand, being trendy was a significantly high preference for contemporary feminist depictions in foreign women's magazines; it might be considered as being due to the increased educational level of women and female labor participation rate in the work place as well as upgrading of social status. (shrink)

This study examines discrimination in the overseas recruitment print ads of Multinational National Corporations (MNCs) in a lax regulatory environment, Singapore. Institutionalization theory suggests that in a weakly regulated environment, MNC affiliates would tend to adopt the less stringent requirements. With the lack of a strong legal framework in the host country, the home country's legal and cultural imperatives would be more salient, suggesting differences in discrimination as a function of home country imperatives. Some 1122 recruitment print ads (...) of U.S., U.K., and Japanese affiliates of MNCs were examined. While discrimination was found in the print ads of all organizations, U.S. affiliates were least discriminatory, followed by Japan and U.K. affiliates. When Singapore firms were included, they were found to be least discriminatory. However, Singapore firms became more discriminatory when the request for a recent photograph was considered in the discrimination index. Implications of the findings are discussed and suggestions for future research advanced. (shrink)

Citizenship education in established democracies is challenged by declining youth participation in democracy. Youth disenchantment and disengagement in democracy is primarily evident in formal political behaviour, especially through voting, declining membership of political parties, assisting at elections, contacting politicians, and the like. If citizenship education is to play a major role in addressing these concerns it will need to review the impact it is making on young people in schools. This paper reviews a major national project on youth participation in (...) democracy in Australia set in the context of a national citizenship education programme. The Youth Electoral Study found that citizenship education in Australian schools has at best been marginally successful and substantially more is required to raise levels of democratic engagement. The paper explores many opportunities available to education systems and schools to address these issues through reconceptualising aspects of the formal and the informal curriculum. (shrink)

States commonly employ education policy to build a strong sense of citizenship within young people and to create types of citizens appropriate to the country. In Singapore the government created a policy to build citizenship through both policy statements and social studies in the school curriculum. In the context of a tightly controlled state regulating schooling through a highly controlled educational system, the government expected teachers to obey these policy documents, political statements and the prescribed curriculum. What do teachers understand (...) about citizenship in this context? In schools do teachers demonstrate independence of thought on citizenship education or do they acquiesce to government policy? This article reports on a small group of social studies teachers' understandings of citizenship and explores the nature of these understandings in the context of government policy. The study showed an unexpected diversity of conceptualization amongst Singaporean teachers with their understandings of citizenship located in four themes, namely a sense of identity, rights and responsibilities, participation, and national history. This response was unintended by government and reflects an independence of citizenship education landscape in schools, despite the tight policy and bureaucratic controls over teachers by the Singapore state. (shrink)

Using print ads and recognizing the role of visual images in argument (Groarke) and the presence of arguments in ads (Slade), this paper argues that the work of argumentation theorists from Aristotle to van Eemeren and Grootendorst can be used to support the thesis that ads are arguments. I cite as evidence definitions, demarcations, delineations, and descriptions of argument put forth by leading scholars in the field of argumentation. This includes Aristotle, Informal Logic, Toulmin (Claim, Data, Warrant, Backing, Qualifier, (...) Rebuttal), Johnson and Blair (argument as “reasons or evidence as grounds or support for an opinion”), Gilbert (Multi-Modal Argumentation), and van Eemeren and Grootendorst (argumentation as a social activity and pragma-dialectics). I show how, although just fitting a particular advertisement to someone’s definition does not mean that all ads are arguments, nevertheless, the fact that we can find in an ad all these elements from this variety of scholars over time, leaves us reasonably secure in stating that an ad is indeed an argument. Since my argument would be the same for practically any ad, I am using only one ad. I do, however, use the kind of ad that is least likely to seem to be an argument: an ad with few words, an ad which is mostly visual. If I can show how even an almost entirely visual ad can be analyzed as an argument using the terms of all these scholars of argumentation, I will maintain that most ads could be analyzed in the same way. (shrink)

The sustainability labeling on the front of a package featured in a print advertisement may influence consumers’ product evaluations and purchase decisions. The findings of this exploratory study suggest that consumers seem to evaluate the sustainability claim more favorably if the advertisement highlights the personal impact on them. Moreover, environmental involvement appears to further moderate the effects of sustainability claims and environmental impact framing. The interactions that emerged in this study suggest that sustainability labeling effects constitute a (...) complex phenomenon that warrants future research. (shrink)

The aim of the present study is to evaluate Sonja Foss’s Rhetorical Schema for the Evaluation of Visual Imagery as well as reflect upon several points for further consideration; and finally suggest a renewed triadic approach as a method for analyzing art-relevant visual imagery. The triadic approach to be discussed assumes three correlative layers: the intellectual knowledge, function of the artistic content as the visual representational component, and aesthetics as modality. This study will include the analysis of a print (...) advertisement that used an artwork as its content of visual rhetoric, and this will inform further discussions on the proposed approach. The contribution of this renewed triadic approached to the field of visual rhetoric has the advantage of expanding and possibly improving rhetorical analysis methods of visual imagery. (shrink)

Photographic Architecture and the Spread of German Modernism is a “picture anthropology” of modern architecture, showing how photography shaped its development, its reception, and its history in the 20th c. At first, architects used photography to promote their practices, even as they doubted its value and efficacy as a means of representation. Unlike other representations, photographs were both too real, and not real enough. Furthermore, the photographic image acted on its subject like an alchemical agent. Photography altered the material that (...) it represented, at the same time shepherding architecture from elite social representation in the nineteenth century to potential mass communicator in the twentieth. In architectural markets, technological development and public self-presentation were at least equally important, and both were affected by photography and the mass distribution of cultural information. The collateral effects of market competition in architecture in the age of printed advertising, however, produced resistance in the architectural profession, as it insisted on the inadequacy of the new medium to adequately represent built things. The book focuses on two interconnected subjects subsumed in the term, “photographic architecture”: on the one hand, architectural photography and its circulation; on the other, the impact of photography on architectural design. In this particular strain of modern architecture, the visible appearance of buildings and the modalities of photographic images overlapped in consequential ways. This book analyzes the formation and impact of such ideas and the discourses that accompanied them. (shrink)

With calls for (business) leaders to contribute to greater global fairness and social justice (BAWB 2006; Maak and Pless Journal of Business Ethics, 88, 537–550, 2009), this paper considers gender equality on University home web page images as one means of communicating equal access to leadership roles for both men and women. Although there are many paths for leadership development, one important purpose of Universities is to create people who will potentially become leaders in our society (Shapiro 2005). We analyzed (...) the home web pages at 24 leading universities to identify implicit messages about gender roles, building on implicit leadership theory and leadership prototypes. Using an adapted version of Goffman’s frame analysis (1979), our results suggest depiction of gender equality in university home web pages, in contrast to studies of print advertisements (cf., Kang Sex Roles, 37(11/12), 979–996, 1997; Lindner Sex Roles, 51(7/8), 409–421, 2004). Our results also identify specific opportunities to depict greater equity and to continue to expand the potential for both women and men to be seen as being capable and belonging on this leadership path. (shrink)

During the late nineteenth and early twentieth centuries, gas-pipes were among the most popular therapeutic devices available to an unhealthy public. Spurred on by the explosion of print advertising, mail-order gas-pipes were questionable remedies promoted for such diverse conditions as pneumonia and neurasthenia. Though they are an interesting part of the social history of questionable therapeutics, no historian has recently looked in depth at these devices. This paper examines the clinical, social, and economic environment that facilitated the success of (...) the most ubiquitous gas-pipe, the Oxydonor, and its proprietor, Hercules Sanche. (shrink)

Classified advertising occupies a prominent place in the history and current economics of the print media in America, including magazines. There are dozens of classifications, most of which are as innocuous as the language that constitutes the individual advertisements. The personals classification, however, is not always so innocuous. Gun-for-hire classified advertisements in one magazine were so blatant that several serious crimes, including murder, were committed as a result of the advertisements. Generally, courts find no liability for disseminators of advertising (...) that causes harm. But the application of the ethical theory of basic mixed rule deontology would mandate that publications should not publish such classified advertising notwithstanding that it is likely legal to do so. (shrink)

_Editorial independence is crucial for the intellectual life of a scientific journal.A journal exists only as an idea created by authors and readers, with some editorial orchestration. Editorial independence can be compromised by pressure put on editors by their owners-whether commercial publishers or professional organizations. Both types of owners rely heavily on income from paid advertising in their print journals. Yet, the massive expansion of journal readership that has resulted due to the development of the Web has effected a (...) marked shift in the readership of the journal, both geographically and intellectually, producing a new community of users who see only electronic versions of the journal. Commercial pressures on owners to satisfy the interests of the (mainly national and professional) print readership conflict with the editorial independence needed to respond to the vast Web constituency. This is a major source for compromise of editorial independence. Reduction of commercial pressures by transferring editorial costs to authors and by other cost-reducing models are discussed in this article._. (shrink)

Enhanced by many innovative exercises, examples, and pedagogical features, The Power of Critical Thinking: Effective Reasoning About Ordinary and Extraordinary Claims, Second Edition, explores the essentials of critical reasoning, argumentation, logic, and argumentative essay writing while also incorporating material on important topics that most other texts leave out. Author Lewis Vaughn offers comprehensive treatments of core topics, including an introduction to claims and arguments, discussions of propositional and categorical logic, and full coverage of the basics of inductive reasoning. Building on (...) this solid foundation, he also delves into areas neglected by other texts, adding extensive material on "inference to the best explanation" and on scientific reasoning; a thorough look at the evaluation of evidence and credibility; and a chapter on the psychological and social factors that can impede critical thinking. Additional notable elements are a chapter on moral reasoning, advice on how to evaluate Internet sources, and guidelines for evaluating occult, paranormal, or supernatural claims. The Power of Critical Thinking, Second Edition, integrates many pedagogical features including hundreds of diverse exercises, examples, and illustrations; progressive, stand-alone writing modules; numerous text boxes; step-by-step guidelines for evaluating claims, arguments, and explanations; a glossary of important terms; and many reminders, summaries, and review notes throughout. The text is supplemented by a companion website at www.oup.com/us/criticalthinking (offering a student study guide and more), and an Instructor's Manual with Test Questions (available both in print and on a CD). This unique text features a modular structure that allows instructors to teach the chapters in almost any order. Written in a student-friendly style and enhanced by humor where appropriate, it is ideal for courses in critical thinking, introduction to logic, informal logic, argumentative writing, and introduction to argumentation. New to the Second Edition * Full-color throughout and an expanded art program (37 more photos and illustrations) * A new writing module--an annotated sample student paper--and five additional essays for analysis * A new section on evaluating news reports and advertising * Timely discussions of intelligent design and population (nonintervention) studies * Expanded coverage of experts and authors and reasons to doubt their reliability * More "Field Problems" and exercise questions * Chapter objectives and key terms with definitions for each chapter. (shrink)

This paper aims to establish and identify the linguistic devices through which the niche printed media specifically targeting a young female local audience identify, shape and construct their ad- dressee by acknowledging their subcultural ideology. Our intention is to trace the measure of congruency between the two types of discourse: of the encoder and of the decoder. Such instantiations as were found at the level of text functions, discourse patterns and strategies, rhetorical and linguistic items testify to our conclusion that (...) the niche printed media – specifically teen-oriented music and lifestyle magazines – gratify a local community of young female consumers by pro- grammatically encoding their cultural products in a language of solidarity with their audience. (shrink)

Two experiments investigated inferences based on suppositions. In Experiment 1, the subjects decided whether suppositions about individuals' veracity were consistent with their assertions—for example, whether the supposition “Ann is telling the truth and Beth is telling a lie”, is consistent with the premises: “Ann asserts: I am telling the truth and Beth is telling the truth. Beth asserts: Ann is telling the truth”. It showed that these inferences are more difficult than ones based on factual premises: “Ann asserts: I live (...) in Dublin and Beth lives in Dublin”. There was no difference between problems about truthtellers and liars, who always told the truth or always lied, and normals, who sometimes told the truth and sometimes lied. In Experiment 2, the subjects made inferences about factual matters set in three contexts: a truth-inducing context in which friends confided their personality characteristics, a lie-inducing context in which business rivals advertised their products, and a neutral context in which computers printed their program characteristics. Given the supposition that the individuals were lying, it was more difficult to make inferences in a truth-inducing context than in the other two contexts. We discuss the implications of our results for everyday reasoning from suppositions, and for theories of reasoning based on models or inference rules. (shrink)

In lieu of an abstract, here is a brief excerpt of the content:THIS MESSAGE IS FOR YOU. MAYBE. by Joseph Agassi There is a mood often enough conjured in science fiction literature to be familiar to every fan, the mood of seemingly intentional yet probably remdom contact between two individuals across immense space-time expanses. The hero of a complicated chase story has lost contact with the mother planet, has long ago leuided on a strange pleuiet, emd there, right now, just (...) walking across the plaza he sees a huge poster, with a piece of commercial advertisement or some similar message of purely local import printed on it. The poster is decorated with an arabesque which puzzles him, quickens his pulse, intrigues him, fascinates him — until it hits him insteinteuneously in full force: the arabesque is a message, written in his own native language, telling him how to reestablish contact. The story, as I say, has many veurietnts. And it has, it seems, a very widespread appeal. It is couched in terms of adventure stories, but its mood is not diat of adventure. The mood is more of die one associated with the idea of the eterned return, die idea of timelessness or of time standing still (and space vanishing), the idea the western philosophies usually associate with the ideas of Nicholas, the Renaissance mystic bishop ofCusa, though it is a recurrent idea in many cultures, of the identity of the vanishingly smedl and the infinitely large. Indeed, the meeting of the message and the recipient is symbolized by the meeting of the infinite line and the point of vanishing length. Whence this universality? I suppose it is a fact of biological nature. Think of the scent a living thing, be it a fish or em emtelope, leaves behind to contact a possible mate. It is a few complex molecules in a sea of molecules of astronomical numbers: just this room contains more molecules than you can imagine. And the animal follows a long tortuous path to find its mate. According to Willietm Craig and Konrad Lorenz, an animal does not have the slightest clue what it is after. Even while building a nest it has no complete 95 96Philosophy and Literature picture of its task. In each of its stages it goes after diverse kinds of things, yet it knows not which things, let alone their inborn rigidly fixed sequence. Yet the animal in charge of a tetsk, whether of finding a mate or of finding a twig for a nest, will be resdess — say Craig and Lorenz — and move about, and try to read the message in any piece of arabesque, until one day one piece of arabesque will med«: sense and enable its finder to complete die next step in the mysterious complex task and open up die search for the next message, the next step further along die unfolding series of preordained ordeals that life is strewn widi. Consider writing proper, like my writing this message for you right now. We do not know the background to literacy, much less its actual origins, except that these were far from unique: though many cultures eire illiterate or have acquired literacy from more evolved neighbors, mere eire many places on earth where literacy evolved independently. Yet even here we see a sequence: many independent ideographic scripts, some ofthem evolving into syllabic scripts and one or two of these evolving into an alphabet proper. How and why, we do not know. There is room for speculation, though. It is hard to imagine how the very first writer conceived of the very first message he wrote without consulting his recipient first. There are a few possible explemations here. First, that writer and recipient are one: writing was a form ofmemorizing, or ofconsigning matters to memory more stable than that of the human brain — the granite rock, for instance. The ancient Egyptian god of literacy was the god of memory. Primitive shepherds use knots in their rope and cuts on their sticks as aides memoire, as bookkeeping of sorts, and scholars consider these the origins of writings. This is evidenced by the runic writings of the Norse, whose letters are images of sticks with cuts on them. Yet runic writing is alphabetic and... (shrink)