ERIC Number: ED075862
Record Type: RIE
Publication Date: 1973-Apr
Reference Count: 0
The Relation Between Attractiveness and Credibility of Television Commercials as Perceived by Children: A Replication.
Breen, Myles P.; Powell, Jon T.
A statistical analysis of the effect of television commercials on children, this study found that children both like and believe television commercials. Middle Western children from grades two through five rated four videotaped TV commercials, selected at random, on a scale of true/false, happy/not happy, real/not real, stupid/smart, nice/not nice, and good/bad, with "I don't know" as an alternative in each category. The basic research question, "Does the child tend to believe a commercial more if he finds it more attractive?" was answered positively, and it was further concluded that girls like and believe TV commercials more than boys do and that children tend to say that commercials are stupid regardless of like or dislike. The findings were based on statistics and derived from the work of Hovland and his associates and Anderson and his associates. (CH)
Publication Type: N/A
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Central States Speech Association (Minneapolis, April 1973)