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BEGINNING FROM AN OPERATIONAL COMMUNICATION MODEL OF MASS COMMUNICATION RESEARCH & PERSUASION STRATEGY, A POLITICAL PROPAGANDA CAMPAIGN CONDUCTED AFTER AN UNEXPECTED DISSOLUTION OF THE PARLIAMENT IS ANALYZED. THE UNEXPECTED CHARACTER OF THE DISSOLUTION CARRIES SEVERAL PROBLEMS OF COMMUNICATION STRATEGY: (1) THE BASIC DATA OF THE MARKETING SITUATION ARE DEFICIENT, (2) THE DELIMITATION (WITH PRIORITIES) OF TARGET AUDIENCES IS PROBLEMATIC, & (3) THE CHOICE OF MANIPULATIVE VARIABLES BECOMES A MATTER OF PURE EXPERIENCE. IN THIS CONTEXT, THE CAMPAIGNS IN THE LAST PARLIAMENTARY ELECTIONS IN BELGIUM ARE ANALYZED. A NORMAL LINK EMERGED TO THE ACTUAL SOCIAL & CULTURAL PROBLEMS IN BELGIAN SOCIETY AS DID ORIENTATION TO A LARGE & HETEROGENEOUS AUDIENCE. HOWEVER, A LACK OF THEME CENTRALITY IN THE PROPAGANDA WAS ALSO EVIDENT. THE PROPOSED OPERATIONAL MODEL SEEMS TO BE A USEFUL COMPLEMENT TO THE CLASSICAL LISTS OF PRACTICAL RECOMMENDATIONS IN PROPAGANDA LITERATURE. 1 FIGURE. MODIFIED HA.

The purpose of this paper is to devote, from the viewpoint of mass communication research and persuasion strategy, some reflections on thepolitical propaganda campaign conducted after an unexpected dissolutionof the Parliament. The analysis starts from a operational communicationmodel.The unexpected character of the dissolution carriers several problems of communication strategy : the basic data of the marketing situation are deficient, the delimitation ( with priorities) of target audiences is problematic, the choice of manipulative variables becomes a matter of pure experience.In this context the author gives bis opinion about the campaigns elaborated on the occasion of the last parliamentary elections in Belgium : he ascertains a normal link to the actual social and cultural problems of the Belgian society, an orientation to a large and heterogeneous audience, but also a lack of central themes in the propaganda.The proposed operational model, in part inspired by advertising theories (Warneryd-Nowak), seems to be a useful complement to the classic lists of practical recommendations drawn up in propaganda literature.

This article examines the effects that tobacco advertising may have on adolescents' orientations to smoking. First, the literature on the influence of tobacco advertising on smokers and the determinants of initial smoking behaviour is surveyed. Second, the findings of an empirical investigation of 260 young people and 198 adults, designed to discover whether or not adolescents are more strongly influenced by tobacco advertising than adults, are presented. Despite the restrictions that have been imposed on tobacco advertising in Belgium for years, the results show that tobacco manufacturers are still able to reach adolescents and to influence the juvenile consumer pattern.

"Der Artikel untersucht die potentiellen Wirkungen von Tabakwerbung auf die Einstellung Jugendlicher zum Rauchen. Nach einem Überblick über die Literatur zum Einfluß von Tabakwerbung auf Raucher und zu den Faktoren, die den Einstieg in den Rauchwarenkonsum bestimmen, werden die Ergebnisse einer empirischen Studie über 260 Jugendliche und 198 Erwachsene referiert, in der untersucht wurde, ob Jugendliche von Tabakwerbung stärker beeinflußt werden als Erwachsene. Es wird gezeigt, daß die Werbung der Tabakindustrie - trotz aller auferlegter Beschränkungen - noch immer Jugendliche erreicht und deren Konsumverhalten beeinflussen kann." (Autorenreferat)