Health Education and the Media II. Proceedings of the 2nd International Conference Organized Jointly by the Scottish Health Education Group, Edinburgh and the Advertising Research Unit, Department of Marketing, University of Strathclyde, Edinburgh, 25–29 March 1985

Content: 
Other Pergamon publications of related interest, Page ii
Front Matter, Page iii
Copyright, Page iv
List of Contributors, Pages ix-xiii
Foreword, Pages xv-xvi, Douglas S Leathar, Gerard B Hastings, Karen M O\'Reilly, John K Davies
The Cancer Information Service: Marketing a Large-scale National Information Program Through the Media, Pages 3-10, J.A. Stein
The Application of Market Segmentation in Alcohol and Drug Education: The APPLAUSE Project, Pages 11-16, A.S. Lavigne, W. Albert, M. Simmons
Health Promotion Through Sponsorship: The State of the Art, Pages 17-22, D.A. Player
The Design of Print for Health Education — Principles for Communication, Pages 23-29, A. Stewart
Television in National Health Promotion in Finland: The “Keys to Health” TV Program in 1982, Pages 31-39, J. Wiio, P. Puska, K. Koskela, A. McAlister
How to Develop Health Education Material: The Finnish Model, Pages 41-43, P. Helske, T. Klaukka
Anti-Smoking Information and Changes of Smoking Behaviour in the Netherlands, UK, USA, Canada and Australia, Pages 45-50, J. Reek, H. Adriaanse
Social Context of Alcohol Consumption and Sources of Information Among High School Alcohol Abusers, Pages 51-56, K.H. Beck, T.G. Summons
Selling Healthy Behaviour: Success and Failures, Pages 57-59, N. Willard
Public Health Versus Media Wealth: The Conflict Between Ethics and Expedience in the Smoking Debate, Pages 61-66, R.E. Shean
Tobacco Advertising and the Media: Structural Barriers to the Communication of Health Risks and Benefits, Pages 67-72, W. Weis, C. Burke
Strategy for the Control of the Tobacco Problem, Pages 73-78, T. Egsmose
Advertising as Myth: A Reevaluation of the Relationship of Cigarette Advertising and Smoking, Pages 79-83, S. Chapman
“Un Verre Ca Va, Trois Verres Bonjour Les Degats”: A National Information Campaign on Excessive Alcohol Drinking in France, Pages 87-92, C. Vilain
The Cancer Prevention Awareness Program: Approaching Public Understanding with Good News, Pages 93-100, R.M. Romano
Formative Research and its Implementation in the Making of the BBC Television Series ‘Can You Avoid Cancer?’, Pages 101-108, A. Jackson, A. Laking
Help or Hype: An Analysis of Media Coverage of the 1983 “Pill Scare”, Pages 109-115, K. Wellings
The Use of Communication Media in a Programme Against Tobacco Smoking, Pages 117-121, J. Vaque, LI. Salleras
Advertising How Ex-Smokers Give Up A Report on the West Midlands Health Services Quit Smoking Project 1982 Birmingham UK, Pages 123-127, J.M. Berry, J.L. Roberts
National Non-Smoking Week — A Canadian Success Story, Pages 129-131, G.W. Piper
Lessons From a National Media Prevention Campaign, Pages 133-136, H. Mendelsohn
Multilingual Health Announcements on Television: An Effective Way to Communicate with Ethnic Minorities?, Pages 137-140, J. Lo, C. Pinto
Effective Communication Strategies with Older People: An Emerging Pattern of Good Practice, Pages 141-147, D. Walster
Reaching Children with Mass Media Health Promotion Programs: The Relative Effectiveness of an Advertising Campaign, a Community-Based Program, and a School-Based Program, Pages 149-154, B.R. Flay, M.A. Pentz, C.A. Johnson, S. Sussman, J. Mestell, L. Scheier, L.M. Collins, W.B. Hansen
Monitoring Children\'s Perceptions of Advertisements for Cigarettes, Pages 155-161, P.P. Aitken, D.S. Leathar, F.J. O\'Hagan
The Effects of Health Education on Smoking in Young Population, Pages 163-168, M. Dzumhur, S. Catovic, M.S. Dzumhur
The Use of the Media in Health Education — A View of its Evolution in Scotland, Pages 171-175, S.C. Mitchell, J.K. Davies
Promoting Health — A More Constructive Use of Existing Resources, Pages 177-179, I.H. McKee
Strategies for Increasing the Participation of Health Care Professionals in Continuing Education Programs, Pages 181-186, E. Friedberg, M. Harrison, C. Lay, A. deCarufel
The Training of Teachers and Organisers in School Health Education, Pages 187-191, M. James, M. Clements, M. Craft
The Training of Health Professionals for Effective Use of Mass Media in Health Education, Pages 193-196, S.R. Turnbull
British Women\'s Magazines — A Healthy Read?, Pages 197-202, A. Amos
Communication and Co-operation Between Media and Health Professionals, Pages 203-209, C. Haslam
Sex Matters — The Use of Self Disclosure in Televised Health Education, Pages 211-214, J. Greenwood, J. Bancroft
The Potential for Tabloid Newspapers as Vehicles for Promulgating Health Promotion Messages at District Level, Pages 215-219, P. Lincoln
A New Approach to effective Non-Smoking Education in Holland, Pages 221-227, J.G.M. Nelissen, M.C. Bouwmeester
Health Education and the New Media, Pages 229-234, K.P. Fletcher
The Health Education Concept in the Cable Television Pilot Project in Ludwigshafen, Rhineland-Palatinate, Federal Republic of Germany, Pages 235-239, K. Klein, G. Klein, R. Pausen, G. Blume
Billboard Utilising Graffitists Against Unhealthy Promotions (B.U.G.A.U.P.) — Its Philosophy and Rationale, and their Application in Health Promotion, Pages 241-243, A. Chesterfield-Evans, G. O\'Connor
Abstracts of Free Papers, Pages 245,247-262