The Effects of Television Advertising on Children. Report No. 1 [microform] : First Year Experimental Evidence. Final Report / Charles K. Atkin
- Bib ID:
- 5296055
- Format:
- Book and Microform
- Author:
- Atkin, Charles K
- Online Version:
- https://eric.ed.gov/?id=ED116783
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- Description:
-
- [Washington, D.C.] : Distributed by ERIC Clearinghouse, 1975
- 110 p.
- Summary:
-
This report, the first in a series of six reports on television advertising and children, presents the findings from a study designed to examine the impact of various advertising practices on the knowledge, attitudes, and behavior of young children. A total of 500 preschool and grade school children from both working-class and middle-class backgrounds participated in the study; over two-fifths of the sample was black. Experimental versions of advertisements were inserted into a cartoon program which was shown to the children. There were nine areas of experimental manipulations: (1) premium offer strategy (a toy offered with a breakfast food), (2) exaggerated product performance claims, (3) program characters appearing in commercials, (4) racial characteristics of the performers in the commercials, (5) rational message strategy, (6) learning about littering from public service announcements, (7) consequences of the advertising of medicine, (8) product accessory disclaimer (i.e., batteries not included), and (9) clustered versus dispersed structure of commercial presentation. A hidden camera measured the children's eye contact and reactions while they watched the program. The children were personally interviewed or placed in a play situation after viewing the stimulus tape. The findings for each of the nine experimental manipulations are presented, and the responses to the commercials by age and race are discussed. (JMB)
- Notes:
-
- Sponsoring Agency: Office of Child Development (DHEW), Washington, DC.
- ERIC Note: For other reports, see PS 008 206-209 and PS 008 380.
- Educational level discussed: Elementary Education.
- Educational level discussed: Preschool Education.
- May also be available online. Address as at 14/8/18: https://eric.ed.gov/
- Reproduction:
- Microfiche. [Washington D.C.]: ERIC Clearinghouse microfiches : positive.
- Subject:
- Other authors/contributors:
- Michigan State Univ., East Lansing. Coll. of Communication Arts
- Available From:
- ERIC
- Copyright:
-
In Copyright
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Copyright status was determined using the following information:
- Material type:
- Literary Dramatic Musical
- Published status:
- Published
- Publication date:
- 1975
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