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The use of language in digital discourse for marketing has rapidly developed through mass media. This paper elucidates how advertisers employ various pragmatic strategies to persuade the recipient to act (behavior) by purchasing specific products. This study utilized different theoretical and conceptual frameworks (Theory of Reasoned Action and Aristotle's Models of Persuasion) to address the shortcomings of the social cognitive approach in studying persuasion, to investigate how language of advertisements can influence the recipient's thinking of a product from a psychological perspective. Guided by the principles of TRA, the present study argues that persuasion in advertisements is structured by three dimensions: attraction (through language features and appeals), evaluation (through beliefs, attitudes, and intention), and behavior (social acceptance or reluctance). This study revealed eight persuasion techniques employed by advertisers including demonstrating distinction, honoring commitment, expressing authority, hyperbolizing, glorification, providing proofs, expressing solidarity, and proving success. Showing distinction and Honoring commitment were the most frequently used strategies. Additionally, the study found that strategies of persuasion involved ethical, logical, and emotional appeals for their large effect on the recipient as they contribute to the recipient's positive evaluations. Appealing to reasoning (logic) is the most common one in slogans.

Given the lack of research into native-speakerism among teachers of languages other than English (LOTEs), this qualitative study aims to bridge the gap by investigating the discriminatory and inclusive language employed in online recruitment for post-secondary institution instructors of LOTEs. The study also looks at how post-secondary institutions phrase language requirements and whether there is a difference in "native-speaker-teacher" bias depending on the language. For the purposes of this study, qualitative content analysis was used to examine 187 online job advertisements for teaching positions of different LOTEs that were posted by different post-secondary institutions across the United States. The findings of the study show that post-secondary institutions use discriminatory language such as "native" or "near-native" much more often than inclusive language such as "superior language skills," regardless of the language(s) that the position advertises for. The findings, however, show that job candidates for teaching positions of LOTEs are often required to have "native" or "near-native" proficiency in at least two languages, most commonly English plus the target language of focus.

The field of advertising has a structure that shapes consumer preferences and behaviors. The field of advertising undertakes the tasks of reflecting cultural values and norms, reinforcing or changing gender roles, and supporting social responsibility and campaigns. In addition, advertising, whose main purpose is sales, has a structure that shapes and informs society when considered in social dimensions. Artificial intelligence, which is today's developing and rising technology, is a technological tool that brings the physical and digital world together and affects many other fields such as economy, industry, social field, education. It is thought that the widespread integration of these technologies, which we use in almost every aspect of our daily lives, in the education sector has a significant potential for progress. In this context, in this study, the attitudes of students studying at universities in the TRNC towards artificial intelligence applications were analyzed in order to make sense of the impact of artificial intelligence technology used in the field of advertising, which reaches social dimensions, affects social situations and changes with the effects of developing and changing technologies, on students studying. In addition, the impact of advertisements developed with artificial intelligence on education was also analyzed.

In this study, since no candidate received more than fifty percent of the votes in the TRNC Presidential election held on October 11, 2020, the election campaign visions of the candidates who made it to the second round and their latest commercials were analyzed using discourse analysis. For this purpose, the political advertising campaign contents of Mustafa Akinci and Ersin Tatar, who made it to the second round of the Presidential election, were examined under the four headings of language clarity and understandability, transmission of political messages, informative content, political ethics and impartiality, which are four items within the scope of educational language in political advertising, and their contribution to the election result was evaluated.

Job profiles in German adult education are manifold, and the requirements for engaging in professional activity are only minimally regulated by the state. It is primarily the providers in adult education who decide on access to the professional field and influence the historical development of job profiles. The article presents findings from a historical longitudinal analysis of job advertisements and other historical documents, focusing on the historical genesis of job profiles in adult education in the Federal Republic of Germany. The analysis draws on theoretical concepts from "Economics of Convention" (EC) research on occupational categories, intermediaries, and labor markets. The results demonstrate that the conception, dissemination, and long-term establishment of a specific job profile for adult education were only made possible through the interaction of different actors, each taking on different intermediary functions.

Individuals with a high school education represent the largest subset of the U.S. workforce. However, little is known about the employer expectations of these individuals, particularly in the area of soft skills--also known as 21st-century skills. Online job advertisements offer useful data for examining these expectations, as they may supplement employer survey data and reflect actual recruitment practices. Our analysis of 68,505 online job advertisements suggests that employers hold generally lower expectations for the soft skills of high school-educated individuals than they do for postsecondary-educated individuals. However, employer expectations for two soft skills--professionalism and customer service skills--appear to be substantially higher for high school-educated individuals than for postsecondary-educated individuals. Additional results highlight similarities and differences within the high school-educated workforce across nine workplace industries. We discuss the implications of these results not only for high school-educated individuals and the organizations that employ them but also for practitioners and educators charged with assessing and providing training for these skills.

In the past five years, Delta State University's academic library has made significant efforts to develop sustainable outreach programs that support the LGBTQ+ (Lesbian, Gay, Bisexual, Transgender, Queer+) community. This program has increased the library's visibility and enhanced its image among its students, faculty, and staff. The article describes the outreach program's effort, and the collected data will provide a framework for others interested in designing and hosting such programs, including adaptability during the COVID-19 pandemic.

This study comprehensively identifies the determinants in students' campus selection decisions, emphasizing the crucial role of brand pride in the process. With the participation of 704 students in an online survey through the Google Forms platform and analysis using SEM-SmartPLS 4.0 Structural Equation Modelling, this study presents a solid empirical foundation. The results confirm that social media and content marketing strategies are not just supporting tools, but play a significant role in building brand equity. In addition to being relevant for understanding the dynamics of student decisions, this research provides in-depth insights into the optimization of university brand image through social media and content marketing. Its contribution is not only limited to the academic realm, but also has practical implications that can help universities increase institutional appeal through improving their marketing strategies.

This study aimed to examine the literature on the skill sets of autistic individuals and determine how these skills align with current and projected future labour market needs. Based on a literature review, researchers identified the following skill categories common to autistic individuals: visual skills, attention to detail and systemizing composite skills. Researchers then gathered aggregated data on occupations and industries from over 90 state and federal sources in the United States. Next, they collected data on the most in-demand jobs, their industries and relevant skills by analysing hundreds of millions of online job postings. The results indicate the most viable occupations aligned with each skill category. There is minimal available research using labour market data to generate special education goals and transition plans for autistic students. By providing educators and practitioners with critical information regarding viable employment pathways, all stakeholders can more effectively and equitably prepare autistic individuals for the 21st-century workforce.

Rapid advancements and emergent technologies add an additional layer of complexity to preparing computer science and information technology higher education students for entering the post pandemic job market. Knowing and predicting employers' technical skill needs is essential for shaping curriculum development to address the emergent skill gap. Examining online advertisements to determine the skills sought by employers of new hires for these emerging areas and ensuring that program course content addresses these skills can be a daunting task. In this paper, the authors describe the development of a data-driven analytics framework that can be used for evaluating emerging skill clusters in online job adverts and the application of the framework to a mobile computing course at the authors' institution.

This study examines the crucial role of electronic word-of-mouth (EWOM) in mediating the impact of marketing mix strategies on international students' study destination decisions. The theoretical framework proposed in this research integrates consumer behavior theories to enhance our understanding of the relationship between marketing mix strategies and international students' enrollment choices. Building upon previous research that underscores the importance of marketing mix strategies in shaping consumer choices, this study focuses specifically on the context of international students deciding to study in Jordan. To achieve its objectives, a questionnaire was administered to a sample of 2000 international students who recently enrolled in both public and private universities in Jordan, with a response rate of 61%. Through rigorous empirical analysis, this study provides compelling evidence that the quality of the product/program, price, place, and promotion significantly influence the decision-making process of international students. Moreover, the study reveals that EWOM plays a critical mediating role in this relationship, underscoring the significance of online reviews, ratings, and recommendations in shaping consumer perceptions and choices. These findings underscore the need for marketers to proactively monitor and manage online reviews and harness the power of EWOM as a potent marketing tool to positively impact consumer decision-making.

To document the change over time in African-American/Africana/Black Studies (AABS) librarianship in the United States, this study analyzed 71 position announcements published in physical and digital sources beginning in 1970 through 2019. Using content analysis, the author found that most AABS librarians should expect to have an MLIS and work in academic settings where they develop collections and provide reference services. This study hopes to fill a gap in the current research by exploring how these positions, the job market, and librarianship in this particular field have evolved. Administrators assessing staffing needs, faculty seeking collaborative partners, students interested in AABS librarianship, and anyone curious about the evolution of library work will find this study useful.

Background: Engineering curricula are built around faculty and accreditors' perceptions of what knowledge, skills, and abilities graduates will need in engineering careers. However, the people making these decisions may not be fully aware of what industry employers require for engineering graduates. Purpose/Hypothesis: The purpose of this study is to determine how industry employer-sought professional and technical skills vary among engineering disciplines and levels of education. Design/Method: Using a large sample (n = 26,103) of mined job advertisements, we use the O*NET skills database to determine the frequencies of different professional and technical skills for biomedical, civil, chemical, electrical, environmental, and mechanical engineers with bachelor's, master's, and PhD degrees. Results: The most frequently sought professional skill is problem-solving; the most frequently sought technical skills across disciplines are Microsoft Office software and computer-aided design software. Although not the most frequently requested skills, job advertisements including the Python and MATLAB programming languages paid significantly higher salaries than those without. Conclusions: The findings of this study have important implications for engineering program leaders and curriculum designers choosing which skills to teach students so that they are best prepared to get and excel in engineering jobs. The results also show which skills students can prioritize investing their time in so that they receive the largest financial return on their investment.

Although it is sometimes falsely assumed that faculty remains static and unchanging in higher education, faculty plays a crucial role in advancing the positive outcomes for change within higher education (Jimenez et al, 2019). A concern which has been around for many decades is whether or not the listing of desired qualifications on faculty job postings results in the hiring of faculty with the knowledge, skills, and attributes that are being sought (Marcus, 1977). Job ads reflect the nature of today's labor market (Carnevale et. al, 2014). The purpose of this explorative study is to review the changing patterns within business faculty job postings over a three-year period. More specifically: To what extent have faculty job postings for business schools evolved during the last three years? How are these job postings evolving concerning experiential learning, learning modality (i.e., online/distance vs face-to-face learning), and diversity, equity, and inclusion?

With the development of communication and information technologies, communication tools in the field of promotion and marketing have shifted from the traditional environment to the digital environment. In this context, the increase in Internet usage and the developing social media channels have started reaching much wider audiences. This situation has also led to transferring advertising and marketing activities to social media environments. Today, a new dimension has been added to the field of advertising, especially the environment prepared for viral ads to become influential on the masses. Viral ads, which are the subject of research, are spread by Internet users by filtering messages by people, transmitting them to another interested person and potentially transmitting and sharing the content of the message to those interested. The influence of social values on advertising, the harmony of the prepared advertisement with society and, in particular, the topics and content of the viral ads have also been affected. In this study, the analysis of the campaign of the "Ice Bucket Challenge" advertisement is included. This ad, an example of a viral ad, has been analyzed in the context of technological, corporate/brand, supporting factors, statistical success, using celebrities and opinion leaders, and its impact on education. In particular, information, awareness and awareness formation appear as essential features that attract attention within the scope of the study.

Real-life threats are at the root of all possible threats to be encountered on the Internet. All risk headings for the Internet are situations that can be encountered in real life. Therefore, we should pay attention to the risks of the virtual world by learning to use the internet consciously, safely and effectively, and by teaching our children this, just as we make efforts to protect our children from all these dangers in real life. In this research, the role of the family in children's use of digital media, the risks and solutions according to age groups, and the effect on the development of the child are discussed.

This study examines the persuasive English language in MasterClass's video advertisements. An analysis framework was formed using twenty-four techniques to identify persuasive language, and the purposes of using different techniques in one hundred and forty-one MasterClass's video scripts. The analysis included identifying the primary argument of the scripts, evaluating language formality and style, indicating persuasive techniques and their examples, and comparing the frequency of each technique from most to least used. The findings showed that the majority of the introduction and body of the scripts were devoted to the contents: critical concepts in the lessons, class contents and activities, backgrounds and experiences of the instructors, methods and processes for developing skills, and professional tips and techniques. The script's conclusion frequently reflected the instructors' attitudes and perspectives. These contents were persuaded using various techniques with different purposes. The top ten persuasive techniques employed in the advertisements were repetition, colloquial language, inclusive language, rhetorical questions, connotations, jargon, anecdotes, hyperboles, similes, and generalizations. The results can be applied as resources for language educators to design persuasive language lessons. Besides, for those interested in creating more effective video advertisements, the findings can help prepare advertising scripts for educational purposes or commercials.

With borders reopening after the COVID-19 pandemic, the travel industry has employed different methods to attract potential customers. One of the popular promotional strategies is advertorials. This study examines 75 travel advertorials from "the Telegraph," a national daily newspaper in the UK, to address two objectives -- 1) to identify moves and steps used in these advertorials and 2) to investigate the moves' typicality and cyclicity. The findings reveal six moves along with some steps. Apart from the headline to attract readers' attentions, key components in travel advertorials include descriptions of the destination and service, reasons to buy the product and advertiser's contact details. On the contrary, pricing incentives are not highlighted. The findings could be beneficial to both students and ESP practitioners especially those who are involved in writing promotional materials. Guidelines for travel advertorial writing could be developed for ESP classroom teaching and professional trainings whereby learners can grasp the organizational structure and be aware of the typicality and cyclicity of moves used in travel advertorials.

The scientific problem of the paper is related to the need to improve corporate marketing communication by using innovative technologies to improve consumer experience in the purchase decision process and to reduce purchase risks. The use of augmented reality is one of the innovative marketing communication technologies. So far, the impact of the use of this technology on the consumer experience in the purchase decision process has not been sufficiently explored in both qualitative and quantitative aspects, and no statistical data on the use of augmented reality in marketing communication are available. However, the use of augmented reality became an important milestone during the COVID-19 pandemic, so the aim of this study is to assess the role of augmented reality tools in the purchase decision process and to develop proposals to improve the use of augmented reality tools in corporate marketing. The research hypothesis has been confirmed and it has been concluded that the use of augmented reality in marketing communication enhances the consumer experience in the purchase decision process.

People are inundated with popular press reports about medical research concerning what is healthy, get advice from doctors, and hear personal anecdotes. How do people integrate conflicting anecdotal and statistical information when making medical decisions? In four experiments (N = 4126), we tested how people use conflicting information to judge the efficacy of artificial and real medical treatments. Participants read an anecdote from someone in a clinical trial, or who had undergone a medical treatment previously, for whom the medical treatment was ineffective. We found that reading anecdotes for either artificial or real medical treatments shifted participants' beliefs about the efficacy of a medical treatment. We observed this result even when the anecdote was uninformative, was paired with an icon array, or when participants were provided with thorough medical decision aids about reproductive health procedures. Our findings highlight the pervasive effect of anecdotes on medical decision making.

The purpose of this study is to understand the reasons why Japanese higher education institutions show a lack of digital marketing activities. Specifically, we focused on the challenges faced by institutions with management and business faculties when implementing digital marketing. To achieve this purpose, the research invited 167 Japanese higher education institutions to respond to a self-administered online questionnaire followed by semi-structured interviews. 49 valid responses were obtained and then 11 interviews were performed. After analyzing the data collected using text coding, the results indicate the emergence of nine digital marketing enablers and barriers, namely training & knowledge, tools, financial resources & measurement results, human resources, leadership, process, internal public relations, organization strategy and external stakeholders. A comparison between the various factors shows a significant dominance of barriers with respect to enablers, reflecting the concerns of Japanese higher education institutions with respect to digital marketing. In addition, the interviews reveal the existence of four environmental factors which have motivated Japanese higher education institutions to adopt digital marketing.

This article presents an empirical investigation of the effects university brand personality and student-university identification have on student participation and citizenship behaviour in the context of higher education. The study employed a self-administered questionnaire to collect data from 433 university students. The data were analysed using structural equation modelling. The results revealed that only the sincerity and lively facets of university brand personality play a vital role in informing student--university identification. Furthermore, when students perceive their university brand to be more sincere, they are more likely to exhibit citizenship behaviour. The study also found that students who identify with their university engage in various forms of participation and citizenship behaviours. University administrators can streamline their marketing and branding communication to emphasise specific brand characteristics in order to improve student identification with the university and student engagement in university-supportive and extra-role behaviours.

This study examined the impact of university services on customers' (students') Emotional Brand Attachment (EBA) and Customer Citizenship Behaviors (CCB). The main reason for examining this association was to explore the role customer service generated EBA played in motivating students to exhibit voluntary and extra-role behaviors. Using 568 completed research questionnaires, the proposed hypotheses were tested using multiple regression analysis. In addition, mediation effect of EBA on customer service quality and CCB relationship were tested. The research findings indicated that reputation and academic aspects (primarily represented by teaching quality and student--faculty bonding) were most influential in creating EBA and subsequent willingness towards extra role and voluntary behaviors. The outcome of the mediation analyses showed that non-academic aspects (such as effective complaint resolution, IT support and administrative assistance) had a full mediating effect, whereas access and reputation had partial mediating effect, on students' citizenship behaviors.

Recruiting cisgender, heterosexual young men for research participation can be a difficult endeavour. This is more challenging with qualitative research studies that require substantial time commitment, or be of a sensitive nature, such as discussions of sex, intimacy, and emotion. These challenges can be amplified with the shift to online data collection procedures due to COVID-19. In this paper I reflect on the process of recruiting cisgender, heterosexual men for a qualitative study on sex and intimacy that relied solely on online advertising during the ongoing COVID-19 pandemic. I build on a critical men and masculinity (CMM) studies framework by considering a 'sex-as-dirty-work' approach which centres the uncomfortable practice of talking about and researching sex. I highlight the success of this approach that counters recommended best practice in getting men to participate. I conclude with a discussion of the implications of this approach, and suggestions for researchers.

The 26th annual Teaching Pre-Conference organized by the Advertising Division of the Association for Education in Journalism and Mass Communication focused on the topic of innovating data storytelling and visualization with AI and ChatGPT. Five prominent speakers from leading media companies and universities shared insights with advertising educators, covering the application, impact, and challenges of generative artificial intelligence (AI) in the advertising industry. The five panels also delved into effective ways of integrating generative AI tools into the classroom. Three key trends that arise from the panel presentations are discussed below. Relevant advertising AI tools and class activities are also shared in the report.

Background: Food-related advertisements have been identified as influential factors affecting Australian adolescents' food preferences and dietary habits. Objective: This study aimed to investigate adolescents' (athletes and non-athletes) views about healthy eating, the advertising of discretionary foods and beverages, and the effects of food advertising on dietary behaviours. Method: Qualitative study involving the analysis of data from seven focus group discussions with young people aged 12-17 years (N = 27; 10 males and 17 females; 14 elite athletes, 13 non-athletes) from three different socioeconomic status secondary schools. Results: Both athlete and non-athlete participants discussed the importance of how social media is used for food advertisements. Many adolescents exhibited scepticism about the intent of advertising discretionary foods and beverages targeted toward adolescents. Three themes were identified from the data analysis: (1) physical and cognitive benefits of healthy eating; (2) scepticism, mistrust and ethical concerns about food and beverage advertisements targeted toward adolescents; and (3) portrayal of thin and fit ideals in social media. Conclusion: Health educators and policymakers addressing adolescent healthy eating behaviours should focus more fully on the influence of social media food advertising. Greater promotion of the importance of good nutrition during adolescence may optimise training performance and improve young people's nutritional knowledge and healthy eating habits.

The figure of the teacher is becoming increasingly significant in schooling systems around the globe. In this article, we consider how the market-oriented system of schooling in the Australian state of New South Wales may be reflecting and (re)shaping understandings of who teachers are and should be. To do this, we present a corpus-assisted analysis of advertisements for teaching positions gathered across the public, Catholic and independent school sectors, to explore how schools and school sectors construct images of the "good" or "quality" teacher. Findings indicate a stronger focus on the "person" of the teacher in independent schools; and a surprising lack of pedagogical concerns within any sector. Our contribution is novel in first, using a relatively untapped data source to explore how the figure of the teacher is constructed in the public domain; and second, demonstrating the reciprocal relationship between teachers and schools in the marketing of educational products.

The Olympics is one of the world's biggest marketing platforms and, as such, presents the private sector with a vast range of advertising opportunities. One new area of opportunity is school-based Olympic education. While previous studies have revealed some of the marketing strategies used by Olympic sponsors in Olympic education, there is still a lack of understanding about how advertising tactics are employed by private sector players in Chinese Olympic education. In this article, we draw on a critical ethnographic research project conducted within two primary schools in Beijing to examine how and why private sector actors extend 'market logic' into schools through Olympic education programmes in 2022. We use the Foucauldian-inspired concept of "technologies of consumption" [Miller & Rose. (1997). Mobilizing the consumer: Assembling the subject of consumption. "Theory, Culture and Society," 14(1), 1--36. https://doi.org/10.1177%2F026327697014001001] to demonstrate three technologies that private companies used to market their brand through Olympic education: provision of winter sports equipment and initiatives; collaborating with 'experts'; and, hidden support from 'star' teachers. We argue that these technologies enabled private sector organisations and actors to promote their products and brands in schools under the umbrella of Olympic education, and attempt to shape students, teachers, and schools as consumers. We also argue that the 'master key' used by these businesses to access public education in China was aligned with the needs of government, the formation of mutually beneficial relationships with authorities, academics, and schools, as well as the covert involvement of teachers. We conclude by considering ethical and political issues that arise as external Olympic education providers profit from their relationships with children, teachers, and schools.

Influencers have emerged as influential figures in bridging the gap between brands and consumers, establishing this practice as a viable profession in advertising. Among the diverse spectrum of influencers, micro-influencers, characterized by their follower count of less than 100,000, excel in fostering engagement due to their perceived authenticity and credibility. This study surveyed 290 micro-influencers regarding their educational needs and aspirations. The findings reveal that, despite possessing university degrees, micro-influencers often lack specialized training in digital content creation. Many express a strong desire to receive formal education at the university level to enhance their professionalism, with degrees in marketing or advertising being deemed particularly relevant. However, they encounter significant obstacles, primarily related to financial constraints and time availability. Consequently, universities face the imperative challenge of contributing to the professionalization of micro-influencers, a role that has traditionally been assumed by the industry.

Cultural diversity is a topic that has been taught across disciplines, but the pandemic has made it more difficult for universities and colleges to teach and discuss it when active interaction is limited in the classroom setting. The difficulties and challenges observed in communication courses, including advertising and public relations, brought this interdisciplinary talk with three professors. In the reflective essay, the faculties discuss the importance of teaching and discussing cultural diversity in the disciplines and how to incorporate the topic into the curriculum while acknowledging the challenges during the pandemic. Finally, the observations from teaching the courses last two years and analysis of theories and literature offered some guidelines and recommendations to help students and faculties move forward in the post-pandemic.

Within the evolving landscape of advertising, educators and employers continuously strive to recognize students and potential employees for every competitive advantage. Creativity, a pivotal determinant of campaign effectiveness, has been recognized as the foremost soft skill sought by employers according to LinkedIn. Grounded in trait theory, this paper posits that personality serves as a crucial tool for educators and employers in identifying individuals predisposed to a career in creative advertising and delineates personality traits that are predictive of an individual's propensity to engage in creative advertising. This not only bridges the gap between personality and advertising practices but also offers empirical insights that could inform educational strategies and recruitment processes. Thus, it contributes a novel perspective to the discourse on talent identification and development in the creative advertising domain. Lastly, this study utilizes HEXACO Personality Inventory, an advancement from models such as the Big-5 to advance trait theory research.

Objective: Internet and development of digital media as a tool for online promotions provides avenues for early recruitment of college students into risky drinking. The objective of the study was to examine prevalence of alcohol promotions on web-based media and its possible effects on alcohol drinking by sex among college students in Kenya. Participants and Methods: A sample of 836 out of 1354 (61.7%) second and final year students in the school of education of a public urban university in Kenya participated in this online cross-sectional survey using awareness of online alcohol marketing and TWEAK questionnaires. Results: Facebook attracted most alcohol post per day (X=3.6) and other apps collectively had least alcohol post per day (X=0.8). Spearman's correlation show significant association between online alcohol promotions and risky drinking (0.37; p < 0.001). At the overall level of exposure to online alcohol promotions on web-based media and risky drinking, we perceived a statistical significance difference (p < 0.001) in favor of male respondents. The regression model was successful in explaining approximately 56% of the adjusted variance in risky drinking habits. Conclusion: This significant level presence of online liquor promotions suggest that the youth had fairly open access to the mixed beverage creator's items through web-based media stages which could impact youth to take part in early liquor drinking propensity. There was substantial presence of online alcohol promotions via web-based media scene that was related to risky drinking. Lastly, sex and online alcohol promotions could contribute to risky drinking among college students in Kenya.

Estonia has since the liberation from the Soviet Union in 1991 successfully branded itself as a digital society and an education nation. This transformation builds on a "sociotechnical imaginary" where the progression of learning and the advancement of future citizens is postulated by a restructuring of the classroom through digital solutions. In this case study, we look at a prototype of a future classroom that was set up at the Estonian pavilion at the world fair EXPO 2020 in Dubai, as part of a nation branding process, promoting the nation's educational system and prosperous ed-tech sector. The future classroom was promoted using slogans and futuristic visuals that targeted foreign investors and policy makers, in a way that suggested that the anticipated digital future already exists in Estonia, and therefore, is available for foreign investment, while at the same time connecting to a national and historical narrative of Estonia as part of the European cultural sphere.

There is a public health epidemic in adolescents' use of Electronic Nicotine Delivery Systems (ENDSs), also known as electronic cigarettes, vaping products, or JUULs. However, little is known about the level of knowledge school staff have about ENDS. The purpose of this study is to examine outcomes of a nurse-led educational intervention designed to increase school staff knowledge about ENDS. A descriptive, nonrandomly selected pre-test/post-test design was used with 125 Wisconsin school staff. Results revealed further educational needs of school staff in content areas including advertising to youth and flavoring of ENDS. Following the educational intervention, post-test results showed a significant overall improvement in participant knowledge scores. Recommendations include implementing nurse-led education about ENDS to a more diverse population of school staff. Providing nurse-led ENDS education to school staff offers an upstream, proactive approach for school nurses to help address this public health epidemic.

The rapid growth of social media popularity and consequently social media marketing is creating a challenge in terms of the appropriate teaching strategy. Advances in technology are racing ahead of clear terminology. The definitions of Public Relations (PR) and Advertising are being widened to encompass more digital activities and this turf war is causing confusion within the industry, the academic world, and the classroom. This article addresses the need for more research on teaching social media marketing from a strategic perspective based on Integrated Marketing Communications (IMC) objectives. It explores the use of the Paid/Owned/Earned Media (POEM) framework as a form of engaged pedagogy and part of the Active Blended Learning framework. Adopting a Participatory Action Research (PAR) approach, 40 student applications of the POEM framework were analyzed, and the results indicate that it enables students to identify activities within an integrated campaign and their impact on the customer journey. These results were supported by a qualitative analysis of the views of three experienced educators in this field. It is proposed that the application of classifications, such as Paid, Owned, and Earned media, are more useful when teaching social media marketing within IMC than the classifications of Advertising and PR.

The aim of the research is to explore consumer perceptions of masculinity in advertising and determine the effectiveness of these advertising efforts in offering a brand's version of masculinity to men. The researchers analysed consumer comments posted on advertisements where masculinity is a prominent subject on the YouTube platform. By applying Nvivo 11, qualitative data analysis software, the researchers used qualitative content analysis, sentiment analysis, and discourse analysis to understand consumer perceptions of various brands' efforts in presenting their version of masculinity to consumers. The results showed that when commenting on the advertisements, consumers take into consideration the entire context of masculinity and the contemporary notions of it in society, media, popular culture, and competitor's advertisements. In addition, the results showed that masculinity in advertising has such a significant interest for the consumers that the product discourse does not get any noteworthy importance.

Studio music teachers have always been constant in Australian society, rarely recognised beyond their immediate surrounds. Building a 'connection' of students required advertising, primarily by word-of-mouth or via local press announcements. Few teachers placed individual advertisements in local papers. This changed in 1911 with the establishment of monthly The Australian Musical News, intended to report and support musicians and music teachers. In its first edition, four studio music teachers placed advertisements, first to use this new opportunity. We unfold the stories of Mrs. Arthur Royce, Herr Franz O. Schieblich, James Ure, and J. Alfred Johnstone. By happenstance, their diverse careers capture the different ways of being a studio teacher in contemporary Australia. We note the unchanging nature of studio music teaching and suggest that, with the exception of technologies, the activities of these four teachers resonate with modern practice.

While societies struggle with the implications of text-based generative artificial intelligence (TGENAI), businesses are embracing the technology. Using framing, this original activity unit prepares business communication students for professional TGENAI use. Activities emphasize the need for an effective cognitive frame, as well as introduce advantages and disadvantages to using TGENAI- generated output. This unit can be used as a stand-alone introduction or as an additional unit to existing communication theory assignments. Preliminary results suggest improvement in responsible TGENAI framing use, business communication self- efficacy, and equity. Courses: Business Communication, Public Relations, Advertising, Organizational Communication, Corporate Communications, and Social Media. Objectives: Students will be able to (1) explain the importance of cognitive framing in business communication, (2) identify positive and negative aspects of using TGENAI in business communication cognitive framing, and (3) demonstrate the ability to create and edit TGENAI-generated messages for effective business communication.

This paper is part of the researcher's Ph.D. thesis to deploy and develop the potential of genre-based pedagogy of systemic functional linguistics to support business-major English language learners' development of persuasive strategies in the written discourse of online advertisement. Given the "value" of netvertisement in motivating consumption, it is vital for non-native English speakers preparing to participate in international e-commerce to take control of the current genre. The research question is how a genre-based writing class can promote students' persuasive netvertisement with appropriate vocabulary, text organization, and strategies of engagement, graduation, and manipulation of information packaging. This paper describes an instructional intervention in Chinese vocational college using genre-based Curriculum Cycle to involve 51 student participants--coming from two classes--in the learning and teaching of persuasive netvertisement. Results identified the significant improvement between pre-and post-tutorial with Wilcoxon Test. Meanwhile, textual analysis of the two randomly selected writings supported the effectiveness of the intervention in terms of the reduced listing of phrases, expanded vocabulary to describe a broader range of products, and improved use of persuasive strategies of engagement (e.g., questioning), graduation (e.g., the metaphorical scenario in image design), and manipulation (e.g., use of subtitling, varied thematic structures). The findings indicate the potential of a genre-based approach in promoting college students' persuasive practices in netvertisement writing.

With its tourism industry becoming the main source of income of the country, Thailand has put an emphasis on promoting tourist destinations to foreign tourists via different channels including online resources. The Tourism Authority of Thailand (TAT), a state agency in charge of tourism promotion, provides useful information of attractions in Thai and other languages on their webpages. This paper attempts to analyse the tourism discursive elements as posited by Durán Muñoz (2012) and Dann (1996) in the English version of the TAT webpages on Bangkok and to analyse how these components are translated. The study found few uses of the tourism language characteristic in the translated version as the result of the moderate uses of these constituents and the exclusion of certain Thai texts in the translation. The investigation also found that these linguistic tools are both literally translated and adapted. While the original meaning is preserved by literal translation, adaptation tends to heighten the tourism discourse quality in the translated text yet alters the original meaning.

This study aimed to analyse local food product labelling and information and to develop a writing model focusing on local food product labelling and information. Ten entrepreneurs in one province in the south of Thailand selling local food products were selected. The research employed the quantitative research approach which involved three phases of data collection. In phase one, a questionnaire was employed to gain data necessary for the development of a writing model and to study local food products and labelling of 10 local food products in the selected province. Phase two involved the development of a writing model in which document analysis was employed to strengthen the content included in the writing model. In phase three, a satisfaction questionnaire was utilized as an additional data to adjust the writing model and confirm its usage. The study revealed that the participating entrepreneurs placed an importance on English food labelling. Consequently, the writing model was developed to meet the needs of the participants. The components of the writing model included four major units of information which were product safety, product value, product advertising, and product reliability and warranty. In each unit, crucial information was provided to allow users to study relevant information and related food vocabularies by following the step-by-step information in a form of Thai-English translation. Along with the information provided, the writing model presented a process of writing which can enable the users to develop their product labelling in English.

It is imperative that today's advertising, journalism, mass communication, and public relations students are prepared to engage in corporate activism and corporate social responsibility communications once in the workforce. This article explores the need for incorporating equity-based pedagogy, using feminism as one of many approaches, into skills-based communication courses. The researchers conducted 20 qualitative interviews with academics to discuss various approaches, examples, and learnings. The findings suggest that using a feminist framework to teach skills: (1) enhances the skill being taught, (2) allows students to communicate more effectively, (3) builds life skills, and (4) comes in many forms. The article concludes with consideration to areas for future research and contributes to the understanding of academics engaged in a feminist approach to teaching skills-based communication courses.

Via diverse content including programmes, songs and child-led social media channels, children are constantly exposed to commercially funded messages encouraging purchase behaviour. While there is no definitive agreement that advertising to children is detrimental to their wellbeing (Rowthorn, 2019), there is an enduring concern over the unintended effects of advertising on children (Opree et al., 2019). A substantive body of literature advocates for media literacy education to enable children to critically assess the content of marketing messages (De Pauw et al., 2018; Nelson, 2016). However, there is a dearth of research focusing specifically on the relationship between media practices of children, in terms of activities and competencies, and their wellbeing at pre-teen ages (Swist et al., 2015). This study responds to that gap by piloting a recently launched media literacy intervention designed to complement wellbeing curriculum in Irish primary schools, exploring if media literacy competences can improve children's wellbeing.

Background: There has been an increase in the number of women's magazines in South Africa, which also contributes to the country's economic growth and development. Objective: Magazines serve as a source of entertainment and information and they cater for readers interested in learning more about what features in society and even globally, which underscores the importance of quality and gender-sensitive material. The portrayal of females in magazines surfaced as a source of interest in the light of women's liberation and gender equity. Method/Results: The purpose of this study was to explore the language and content of selected South African women's magazines. The objectives were to determine how language and content are used to represent females in selected South African women's magazines; and determine the professional editors', journalists' and readers' perceptions of the representation of females in the selected English women's magazines. Conclusion: A qualitative case study design was used, and semi-structured interviews were conducted to collect data from the selected participants. The corpus spanned three professional journalists and nine readers, including seven females and five males, purposefully selected, who participated. The data collected through interviews were analysed and thematically discussed. Readers' reception aesthetics were used, in conjunction with feminist literary criticism, as theoretical lenses. Contribution: The study found that sexualisation and objectification continue especially in advertisements, but that much progress has been made in magazines to represent women as powerful and significant.

Advertising towards children confirms the importance of marketing communication, as they are important for companies that offer a range of products and services. We study the influence of advertising messages from traditional media on different children's age groups, via the observed branded products and the examined credibility of advertisements, seen through the children's eyes. In total, 481 pupils from two primary schools, aged 9-12, participated in the research. We find that children over the age of ten recognise the persuasive influence of the media. Also, the findings indicate that the number of children who like to follow advertisements decreases with age. In addition, comparing the advertising message and real life can lead a child to overall dissatisfaction. An optimistic 75% of the answers favour the fact that children do not believe everything shown in the advertisement forwarded to them.