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ERIC Number: ED089738
Record Type: Non-Journal
Publication Date: 1974-Apr
Pages: 33
Abstractor: N/A
Reference Count: N/A
Television and the Young Consumer. An Analysis of Consumer Needs of Children and a Proposal for the Utilization of Television to Meet These Needs.
Williams, Sally
The Committee on Children's Television (CCT) and five commercial television stations in San Francisco designed and broadcast television messages for children to help them to develop healthy eating habits and sound consumer skills. Surveys showed that: 1) children aged 9-13 spent about $10 per month, mainly for toys and sugar-related snacks; 2) that children's purchases were influenced by television; and 3) that children were skeptical about the credibility of television commercials. A consumer message team was developed by CCT and the stations, consisting of experts on medicine, nutrition, child development, and television production, along with diverse groups of parents. A series of educational "sports" or "ads" were produced and televised; indications were that these had an impact upon children's behavior. Guidelines for establishing a community-broadcaster consumer education group were created and suggestions were developed regarding how three programing formats--commercial spots, general entertainment, and public service programs--could be used to deliver consumer messages to children. (PB)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: John and Mary R. Markle Foundation, New York, NY.
Authoring Institution: Committee on Children's Television, San Francisco, CA.
Identifiers - Location: California (San Francisco)