ERIC Number: ED159679
Record Type: RIE
Publication Date: 1978-Aug
Reference Count: 0
Regulating Children's Television Advertising: Reassessing Parental Responsibility.
Reid, Leonard N.
In response to public concern over the effects of television commercials on children, the Federal Trade Commission formulated regulatory proposals that would ban certain advertising from children's television and regulate advertising intended for the eight year old to the eleven year old age group. However, in the light of two recent research studies, it is important to reassess the tendency of parents to relegate, and for regulatory bodies to assume, parental responsibilities for the consumer socialization of children. The first study indicated that mother-child interaction does influence the child's development of such consumer-related skills as product awareness, comparison, and evaluation. Based on Piaget's theory of cognitive development, the second study revealed that preschool children possess a sophisticated ability to understand the nature and purpose of television commercials and are able to discern commercial content from program content. Based on this research, efforts to increase parental involvement in the consumer socialization of their children provide a more realistic and potentially more effective solution for regulating children's television viewing than control through regulatory agencies. (MAI)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Piaget (Jean)
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (61st, Seattle, Washington, August 13-16, 1978)