ERIC Number: ED229122
Record Type: RIE
Publication Date: 1983-Apr
Reference Count: 0
The Preschool Child's Comprehension of Television Commercial Disclaimers.
Jalongo, Mary Renck
The major purposes of this investigation were (1) to contribute to existing research on the preschool child's comprehension of disclaimers in television commercials, (2) to identify specific standard or modified disclaimers that are understood by preschoolers, and (3) to determine logical relationships between study variables. Disclaimers were defined as aural and/or visual displays designed to delineate an advertised item's actual performance and to dispel misconceptions that might be created by demonstration of a product (e.g., "batteries not included"). To investigate several research questions focused on preschool children's comprehension of disclaimers, a sample of 36 boys and 39 girls was randomly selected from a population of 4- and 5-year-olds. Subjects represented a variety of socioeconomic backgrounds and were enrolled in several types of nursery schools, preschools, and kindergartens. Data on age, sex, and school were collected along with scores on measures of receptive language/verbal intelligence, general knowledge of television advertising, ability to understand and explain disclaimers in subject's own words, and comprehension of commonly used and simplified disclaimers. Measures dealing directly with disclaimer comprehension were developed. Results indicated that linguistic ability was a poor predictor of paraphrase and standard/modified disclaimer scores. Scores reflecting general knowledge about television were the most effective predictors of disclaimer comprehension. (RH)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Research Forum of the Annual Study Conference of the Association for Childhood Education International (Cleveland, OH, April 14-17, 1983).