Search

This paper examines the idea of using advertising to facilitate difficult conversations about diversity, politics, race and gender in the classroom. In our current tense political climate, I explore how cultural competence can be developed in the classroom by introducing topics related to diversity through the viewing of Super Bowl 2017 commercials. This paper discusses the cultural competence model and the spiral of silence theory in the classroom and presents a case study developed in the Spring 2017 semester. The goal was to promote fruitful conversations about difficult topics, and the Super Bowl commercials proved to be the ideal tool. The course utilized for this activity was an introductory course to Public Relations. The method of analysis was an adaptation of Arthur Asa Berger's model of semiotic analysis of ads. The conversations revolved around three main issues: diversity, immigration and gender roles. The teaching experience fostered a healthy discussion and eased the initial reticence to engage in such difficult topics.

This paper is a content analysis of political flyers and messages developed by Religious Right campaigns between 1974 and 2013 to fight legislation supportive of lesbian, gay, bisexual, and transgender (LGBT) individuals. The analysis focuses on 16 campaigns in which Religious Right groups made claims about transgender adults and children. In these messages (n = 60), transgender children are presented as similar to adults; campaigns frame these children as immutably gendered, confused, and sexually predatory. This research advances the body of literature on the adultification of minority children. I argue that transgender girls are adultified and sexualized rather than framed as innocent or imperiled, which perpetuates cisgender domination of transgender people.

INTRODUCTION Electronic cigarettes (e-cigarettes) have rapidly become the most commonly used tobacco product among youth in the United States. Exposure to advertising, peer use, and household use, increases the risk of current e-cigarette use; however, the influence of these factors may be dynamic across adolescence. The aim of this study is to examine the age-varying associations between e-cigarette use and peer use, household use, and exposure to e-cigarette commercials among alternative high school students in Southern California. METHODS Using data previously collected for a tobacco marketing study, we examine the age-varying associations of current e-cigarette use and three risk factors (peer use, exposure to commercials, and household use) across ages 15 to 20 years using time-varying effect modeling (TVEM). Analyses include three waves of data from alternative high school students (N=1060 students; 2036 observations). RESULTS The probability of e-cigarette use gradually increased over the age of 15 years and then decreased by the age of 17 years for females and after the age of 18 years for males. Significant gender differences were observed between the ages of 17 and 19.5 years. Peer e-cigarette use was associated with higher odds of current e-cigarette use across all ages for females and after the age of 16 years for males. Exposure to e-cigarette commercials increased current use significantly for males between the ages of 16 and 18 years. Household use increased the odds of current use of e-cigarettes between the ages of 17 and 19 years for males and under 16.5 and over 18 years for females. CONCLUSIONS The findings highlight the utility of TVEM in understanding the risk factors of e-cigarette use and suggest that these factors are dynamic across adolescence. [ABSTRACT FROM AUTHOR]

Aim: To examine the use of social networking sites in recruiting research participants. Background: Workplace violence is an important issue for staff and patients. One workplace that reports the highest levels of violence is the emergency department. The ability to research issues such as workplace violence in real time is important in addressing them expeditiously, and social media can be used to advertise and recruit research subjects, implement studies and disseminate information. Review methods: The experience of recruiting subjects through social networks, specifically Facebook, and the use of participant information clips (PICs) for advertising. Discussion: A brief discussion of the history of advertising and communication using the internet is presented to provide an understanding of the trajectory of social media and implications for recruitment in general. The paper then focuses on the lead author’s experience of recruiting subjects using Facebook, including its limitations and advantages, and her experience of using participant information clips. The low cost of advertising and recruiting participants this way, as well as the convenience provided to participants, resulted in almost half the study’s total participants being obtained within 72 hours. Conclusion: Using Facebook to target a younger age range of nurses to participate in a study was successful and yielded a large number of completed responses in a short time period at little cost to the researcher. Recording the PIC was cheap, and posting it and a link to the site on pre-existing group pages was free, providing valuable viral marketing and snowball recruiting. Implications for research/practice: Future researchers should not overlook using social network sites for recruitment if the demographics of the desired study population and subject matter permit it. [ABSTRACT FROM AUTHOR]

People with depression are likely to process information with a negative bias when confronted with self-relevant information. Accordingly, we feared exposing depressed people to a public service announcement (PSA) addressing the stigma of depression would possibly boomerang and result in less intention to seek help and in increased self-stigma. College students (N = 271;Mage = 22.51,SD = 4.71; 63.1% female; 37.3% White, 31.9% Hispanic, 12.9% Asian, 6.8% multiethnic, 3.4% Black, 7.6% other) were randomly assigned to receive a print ad focused on depression or a nonrelevant comparison ad. A paper-and-pencil survey consisting of the Beck Depression Inventory–II, Self-Stigma of Seeking Help scale, help-seeking intentions, and demographics followed. Regression analysis indicated that viewing a depression ad caused people with greater depressive symptoms to experience greater levels of self-stigma than depressed people exposed to a nonrelevant comparison ad. Bootstrap mediation analysis showed that for individuals who viewed a depression PSA, self-stigma mediated the relationship between depressive symptoms and professional help-seeking intentions. While this current study offers no direct evidence in regard to the utility of current and past depression campaigns, results indicate a definite need for caution when developing materials targeting people with depression to seek help. [ABSTRACT FROM PUBLISHER]

Aim: This paper describes adolescents' exposure to alcohol advertising in stores and to alcohol-branded promotional items and their association with self-reported drinking., Methods: A cross-sectional survey was administered in non-tracked required courses to sixth, seventh, and eighth graders (n = 2125) in three California middle schools. Logistic regressions compared the odds of ever (vs. never) drinking and current (vs. ever) drinking after controlling for psychosocial and other risk factors for adolescent alcohol use., Results: Two-thirds of middle school students reported at least weekly visits to liquor, convenience, or small grocery stores where alcohol advertising is widespread. Such exposure was associated with higher odds of ever drinking, but was not associated with current drinking. One-fifth of students reported owning at least one alcohol promotional item. These students were three times more likely to have ever tried drinking and 1.5 times more likely to report current drinking than students without such items., Conclusions: This study provides clear evidence of an association of adolescent drinking with weekly exposure to alcohol advertising in stores and with ownership of alcohol promotional items. Given their potential influence on adolescent drinking behaviour, retail ads, and promotional items for alcohol deserve further study.

This paper investigates the affective responses of youth toward specific elements featured in television alcohol advertisements (i.e., people character, animal character, music, story, and humor). It also examines the associations between advertising likeability and its potential influence. Respondents were 253 children and adolescents in California (47% male; aged 10-17). Data were collected using self-administered questionnaires in group settings. Respondents were shown a stimulus tape containing television advertisements for beer and soft drinks. The tape was stopped at the end of each advertisement to allow respondents to answer questions about that advertisement before viewing the next. Perceived likeability of beer advertisements is a function of the positive affective responses evoked by the specific elements featured in the advertisements. Liking of specific elements featured in beer advertisements significantly contributed to the overall likeability of these advertisements and subsequently to advertising effectiveness indicated by purchase intent of product and brand promoted by these advertisements. Advertisements that focus primarily on product qualities or send a message of legal drinking age were rated less favorably and evoked less desire to purchase the product. Implications for countering the effects of alcohol advertising on young people are discussed.

This paper examines the advertising behavior of California hospitals from 1991 to 1997. Using highly detailed hospital-level information, we found that hospital advertising in California increased dramatically: annual spending on advertising grew (inflation adjusted) more than sixfold over the period. In addition, advertising expenditures varied significantly across hospitals. We found that hospital advertising increased with market concentration; with the number of nearby potential patients; with the percentage of nearby patients insured through Medicare, health maintenance organizations (HMOs), and indemnity insurance; and with chain affiliation. For-profit hospitals were not found to advertise more than their not-for-profit counterparts.

ABSTRACT Aims No modern jurisdiction has ever legalized commercial production, distribution and possession of cannabis for recreational purposes. This paper presents insights about the effect of legalization on production costs and consumption and highlights important design choices. Methods Insights were uncovered through our analysis of recent legalization proposals in California. The effect on the cost of producing cannabis is largely based on existing estimates of current wholesale prices, current costs of producing cannabis and other legal agricultural goods, and the type(s) of production that will be permitted. The effect on consumption is based on production costs, regulatory regime, tax rate, price elasticity of demand, shape of the demand curve and non-price effects (e.g. change in stigma). Results Removing prohibitions on producing and distributing cannabis will dramatically reduce wholesale prices. The effect on consumption and tax revenues will depend on many design choices, including: the tax level, whether there is an incentive for a continued black market, whether to tax and/or regulate cannabinoid levels, whether there are allowances for home cultivation, whether advertising is restricted, and how the regulatory system is designed and adjusted. Conclusions The legal production costs of cannabis will be dramatically below current wholesale prices, enough so that taxes and regulation will be insufficient to raise retail price to prohibition levels. We expect legalization will increase consumption substantially, but the size of the increase is uncertain since it depends on design choices and the unknown shape of the cannabis demand curve. [ABSTRACT FROM AUTHOR]

INTRODUCTION This study characterizes the retail environment for Electronic Nicotine Delivery Systems (ENDS) near public universities in California, assesses marketing in the first random sample of ENDS retailers, and compares ENDS retailer density and retail marketing near campuses with and without tobacco-free policies. METHODS Two data sources were used to construct a sampling frame of possible ENDS retailers, which were mapped within 1-4 miles of 33 campuses of the University of California and the California State University systems. To assess retailer density, a telephone survey of possible ENDS retailers (n=1186) determined who sold e-cigarettes or e-liquids (completion rate=72.9%). To assess retail marketing, trained data collectors completed observations in a random sample (n=438, mean M=13.3 stores per campus, SD=11.2) in the Fall of 2015. RESULTS In a telephone survey, 59.1% of retailers reported selling e-cigarettes or e-liquids. Half of the campuses had 10 or more ENDS retailers nearby. Most ENDS retailers were convenience stores (42.5%), and more were head shops (8.4%) than smoke shops (6.8%) or vape shops (6.2%). Nearly half (43.6%) of ENDS retailers sold products marketed as zero-nicotine and 13.9% sold NRT. ENDS advertising was visible in 72.4% and on the exterior of 28.1% of retailers. However, the presence of exterior advertising for ENDS was significantly lower near campuses with established tobacco-free policies than near campuses with recent or no tobacco-free policies (OR=0.45, 95% CI: 0.22-0.94). CONCLUSIONS The large number of tobacco retailers that sell ENDS near colleges suggests a need for better monitoring and regulation of ENDS availability and marketing. The widespread availability of zero-nicotine products suggests a need to examine whether nicotine-free products are as advertised and safe to use. Longitudinal research is needed to understand how retail marketing for ENDS responds to change in tobacco-free policies at nearby campuses. [ABSTRACT FROM AUTHOR]

The California Dental Association (CDA) has been engaged in a dispute with the Federal Trade Commission (FTC) for over ten years. At issue is whether CDA's advertising restrictions have the effect of prohibiting truthful and nondeceptive advertisements and whether this constitutes a violation of Section 5 of the FTC Act. The case is now before the Commissioners of the FTC; they must decide whether their staff or CDA is correct in interpreting the law. This paper reviews the basics of antitrust law, the facts in the record, and how the Commissioners might resolve some of the questions presented by this case.

BackgroundSince 2006, leading US cigarette companies have been promoting new snus products as line extensions of popular cigarette brands. These promotional efforts include direct mail marketing to consumers on cigarette company mailing lists. This study examines smokers' reactions to this advertising and perceptions of the new snus products.MethodsEight focus groups (n=65 participants) were conducted in San Francisco and Los Angeles in 2010 with smokers who received tobacco direct mail advertising. The focus group discussions assessed smokers' perceptions of the new snus products. Focus group videos were transcribed and coded using Transana software to identify common themes.ResultsMost participants were aware of snus advertising and many had tried free samples. Most were aware that snus was supposed to be ‘different’ from traditional chewing tobacco but consistently did not know why. Participants willing to try snus still identified strongly as smokers, and for some participants, trying snus reinforced their preference for smoking. Snus' major benefits were use in smoke-free environments and avoiding social stigma related to secondhand smoke. Participants were sceptical of the idea that snus was safer than cigarettes and did not see it as an acceptable substitute for cigarettes or as a cessation aid.ConclusionsSmokers repeated some messages featured in early snus advertising. Snus was not seen as an acceptable substitute for smoking or way to quit cigarettes. Current smoker responses to snus advertising are not consistent with harm reduction. [ABSTRACT FROM AUTHOR]

Introduction: Although the FDA prohibits using inaccurate, reduced-risk descriptors on tobacco product advertising, descriptors that imply reduced risk or an enhanced user experience may be present on cigar product advertising in retail outlets near schools. Therefore, to inform the development of federal labeling and advertising requirements that reduce youth appeal of cigars, we conducted a content analysis of cigar ads in retailers near schools to document the presence of implied health claims and other selling propositions that may convey enhanced smoking experience.Aims and Methods: Up to four interior and exterior little cigar and cigarillo advertisements were photographed in a random sample of licensed tobacco retailers (n = 530) near California middle and high schools. Unique ads (n = 234) were coded for brand, flavor, and presence of implicit health claims, premium branding descriptors, and sensory descriptors. Logistic regressions assessed the association among flavored ads and presence of implicit health claims, premium branding, or sensory descriptors.Results: Seventeen cigar brands were advertised near schools; Black & Mild (20.1%) and Swisher Sweets (20.1%) were most common. Flavor was featured in 64.5% of ads, with explicit flavor names (eg, grape) being more prevalent than ambiguous names (eg, Jazz) (49.6% vs. 34.2%). Compared to ads without flavors, ads with ambiguous flavors were more likely to feature implicit health claims (OR = 1.83, 95% CI = 1.06% to 3.19%) and sensory descriptors (OR = 2.64, 95% CI = 1.39% to 5.04%); ads with explicit flavors were more likely to feature premium branding (OR = 2.84, 95% CI = 1.53% to 5.41%).Conclusions: Cigar ads that featured implicit health claims and premium branding, and sensory selling propositions are present at retailer stores near schools.Implications: We document the presence of implied health claims, premium branding, and sensory descriptors on cigar ads found in retail settings near schools. This study adds to the body of evidence that supports the development of federal labeling and advertising requirements for cigar products to reduce their appeal among vulnerable groups. [ABSTRACT FROM AUTHOR]

Advertising directed toward U.S. Latinos can be traced back to 1808 and has been integral to a Spanish-language media industry that has evolved significantly over the past two centuries. In this study, the author investigates how Latinos were discursively constructed as “consumer-citizens” by advertisers in the early Spanish-language press. Thus, advertising is seen as a site of ideological negotiation, hailing Latinos as participants within an evolving marketplace but also as members of a social system that distinguishes ethnic identity from national identity. An analysis of 685 print advertisements from two Los Angeles-based publications:El ClamorPúblicoin 1855 andLa Opiniónin 1926 reveals that Anglo businesses invested economic resources toward reaching Spanish-speaking consumers as early as the first issue of the region's first Latino newspaper. This finding challenges claims that Latinos were excluded from the formal economy and that the early Spanish-language press was primarily a space for products made by and for Latinos. The author further found that Latino consumer identity evolved in relation to political, technological, and social changes occurring between 1855 and 1926. [ABSTRACT FROM PUBLISHER]

Despite reports of high rates of smoking among Southeast Asian refugees in the United States, few studies have described the environmental aspects of tobacco use among this population, particularly for the second-generation youths. This absence is notable because the social environment within which second-generation youths are exposed to tobacco products differs radically from the natal environment of their parents. We describe results of a youth-led community participatory research project for Southeast Asians in Northern California. Using multiple data sources, second-generation youths documented the salience of tobacco products in their social environment, notably products such as blunts and mentholated cigarettes. [ABSTRACT FROM AUTHOR]

This study uses the Diffusion of Innovations Theory to examine the role of mass media–generated interpersonal communication in the adoption of antitobacco norms among opinion leaders in California. Data were collected from 503 key community opinion leaders within 18 California counties in 1997 as part of the Independent Evaluation of the California Tobacco Control Program. Results provide support for the proposition that tobacco control policies and behaviors of opinion leaders can be categorized according to stages in the innovation decision process. As hypothesized, the level of mass media–generated interpersonal communication was dependent upon an individual's stage of adoption such that the frequency of ad discussion increased with advancing stages on the continuum. Regression analyses also confirmed a strong positive associative trend between ad discussion and stage of adoption. Further analysis provided evidence that the impact of campaign exposure on adoption of antitobacco norms was mediated through discussion of the ads, highlighting the importance of social diffusion processes. This study provides evidence regarding the importance of using a stage-based framework to understand the role of communication channels at distinct stages of innovation adoption and among various community opinion leaders. [ABSTRACT FROM AUTHOR]

In numerous places, events are rapidly leading to the development of regional power exchanges with visible hourly prices, which are open to purchases by "direct access" customers. Currently, the vast majority of smaller customers have meters that are not capable of recording hourly usage, so that these customers are effectively precluded from power exchange purchases. Load profiling is frequently suggested as an alternative to installation of hourly usage meters. which will allow smaller customers to participate in direct access. This article describes how direct access load profiling can be implemented, discusses the technical challenges, and reports the results of a simulation study. [ABSTRACT FROM AUTHOR]