Summary
Contents
Subject index
In this new, fully revised and expanded Third Edition, Rice and Katz provide readers with a comprehensive, up-to-date look into the field of public communication campaigns. Largely rewritten to reflect the latest theories and research, this text continues in the tradition of ongoing improvement and expansion into new areas. This Third Edition contains several new features. First, an expanded "sampler" section including more recent, intriguing and controversial campaigns has been added. Second, more attention is given to specific practical implications and evaluation of campaigns, using examples from both AIDS and anti-drug campaigns. Third, the book's final section introduces a variety of recent campaign dimensions including community-oriented campaigns, entertainment-education campaigns, and Internet/Web-based campaigns. This volume will be a valuable resource for both students and researchers in the fields of communication, journalism, public relations, mass media, advertising, and public health programs.
Littering: When Every Litter Bit Hurts1
Littering: When Every Litter Bit Hurts1
The classic public service announcement against littering begins with a shot of a majestic-looking American Indian paddling his canoe up a river that carries the scum and trash of various forms of industrial and individual pollution. (Ignore, if you can, the recently revealed fact that the Indian actor was an Italian from Brooklyn.) After coming ashore near the littered side of a highway, the Indian watches as a bag of garbage is thrown, splattering and spreading along the road, from the window of a passing car. The camera pans up from the refuse at his feet to the Indian's face, on which a tear is running down his cheek, and the slogan appears ...
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