  High-temperature series are computed for a generalized $3d$ Ising model with
arbitrary potential. Two specific ``improved'' potentials (suppressing leading
scaling corrections) are selected by Monte Carlo computation. Critical
exponents are extracted from high-temperature series specialized to improved
potentials, achieving high accuracy; our best estimates are:
$\gamma=1.2371(4)$, $\nu=0.63002(23)$, $\alpha=0.1099(7)$, $\eta=0.0364(4)$,
$\beta=0.32648(18)$. By the same technique, the coefficients of the small-field
expansion for the effective potential (Helmholtz free energy) are computed.
These results are applied to the construction of parametric representations of
the critical equation of state. A systematic approximation scheme, based on a
global stationarity condition, is introduced (the lowest-order approximation
reproduces the linear parametric model). This scheme is used for an accurate
determination of universal ratios of amplitudes. A comparison with other
theoretical and experimental determinations of universal quantities is
presented.
