ERIC Number: ED048732
Record Type: RIE
Publication Date: 1971
Reference Count: 0
An Investigation into Children's Perception of the Attractiveness and Credibility of TV Commercials.
Breen, Myles P.; Powell, Jon T.
Children's attitudes toward television commercials were investigated. Specifically, the study was designed to determine if children like commercials they perceive as real, or believe commercials that they like. Preferences for certain types of commercials which might emerge from age, grade, or sex groupings were also investigated. The study describes the test instrument used and discusses the results. Four principal conclusions were reached. Children tend to believe in the commercials they like and like the commercials they believe. Younger children tend to like commercials more than older children do. Girls tend to like and believe commercials more than boys do. And finally, children are capable of making selective value judgments about the cleverness, happiness, truth, and reality of the message. (Author/JK)
Publication Type: N/A
Education Level: N/A
Authoring Institution: Northern Illinois Univ., De Kalb.
Note: Paper presented at the Annual Meeting of the Association for Educational Communications and Technology (Philadelphia, Pa., March 22-26, 1971)