Children and Host-Selling Television Commercials [microform] / Dale Kunkel
- Bib ID:
- 5477795
- Format:
- Book and Microform
- Author:
- Kunkel, Dale
- Online Version:
- https://eric.ed.gov/?id=ED280620
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- Description:
-
- [Washington, D.C.] : Distributed by ERIC Clearinghouse, 1987
- 28 p.
- Summary:
-
This study explores children's understanding of television commercials that feature the same primary characters as those in the adjacent program content, a commercial technique known as "host-selling." Responses of children 4 to 5 and 7 to 8 years of age to identical commercials presented in both a host-selling and normal viewing (non-host-selling) context are examined. Three dimensions of the processing of television advertising are assessed: ability to discriminate commercial from program content; ability to attribute persuasive intent to a commercial; and attitudinal responses to commercial appeals. Results indicated that (1) both age groups were significantly less likely to discriminate commercial from program content when the host-selling format was viewed, and (2) older children were more favorably influenced by commercial content when it was seen in a host-selling presentation than in a normal viewing situation. The relevance of this research for existing Federal Communications Commission regulatory policy regarding children's television advertising is discussed. (Author/RH)
- Notes:
-
- Sponsoring Agency: National Inst. of Child Health and Human Development (NIH), Bethesda, MD.
- Contract Number: NICHHD-5-T-32-HD-07173.
- ERIC Note: Paper presented at the Biennial Meeting of the Society for Research in Child Development (Baltimore, MD, April 23-26, 1987).
- 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:
- Genre/Form:
- Available From:
- ERIC
- Copyright:
-
In Copyright
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Copyright status was determined using the following information:
- Material type:
- Literary, dramatic or musical work
- Published status:
- Published
- Publication date:
- 1987
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