As a part of research projects in Theories of Persuasive Communication and Consumer Decision Making in Spring 1998, each seminar participant presented three advertising practitioners of his/her choice. Five selected student papers are presented here.

• Claude Hopkins, John B. Watson, and George Gallup

• Thom Burrell, Caroline Jones, and Frank Mingo

• Maxwell Sackheim, Victor O. Schwab, and Lester Wunderman

• John Caples, Stanley Pollitt, and Jay Chiat

• Bruce Fairchild Barton, Roy Sarles Durstine, and Alex Faickney Osborn