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ERIC Number: ED078682
Record Type: RIE
Publication Date: 1973-Jul
Pages: 156
Abstractor: N/A
Reference Count: N/A
Children's Television Commercials; A Content Analysis.
Winick, Charles; And Others
The purpose of the study described in this book was to determine the content parameter of television commercials addressed to children. A total of 236 commercials were collected from advertising agencies representing cereals, candy, drinks, foods for meals, restaurants, cookies, miscellaneous, cakes, ice cream, vitamins, and crunchy snacks. Each commercial was coded according to the degree to which each of 145 previously formulated dimensions of content was present. In addition, a separate study was conducted of commercials in the content analysis that were broadcast over the three networks between 7:00 a.m. and 2:00 p.m. on five consecutive weekends. The study's results are listed, discussed, and interpreted according to dimensions such as length, product information, health and nutrition, sales persuasion techniques, sales pitch delivery, casts, setting and story elements, authority figures and heroes, production techniques, language, and age. (SH)
Praeger Publishers, 111 Fourth Avenue, New York, N. Y. 10003 ($13.50)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A