ERIC Number: ED101399
Record Type: RIE
Publication Date: 1974-Nov
Reference Count: 0
Perceptions of Children's Television Advertising: An Empirical Investigation of the Beliefs and Attitudes of Consumer, Industry, and Government Respondents.
Culley, James D.
This paper summarizes the findings of a study investigating the beliefs and attitudes of six key respondent groups regarding issues surrounding television advertising and children. The six groups included in the study are spokesmen for Action for Children's Television (ACT); the presidents and top executive officers of advertising agencies creating and producing children's television commercials; top executives in companies advertising heavily on children's television programs; members of the Federal Trade Commission, members of the Federal Communication Commission, and key members of Congress; college students; and adult members of the general public. The paper reports respondent attitudes toward (1) increased regulation, (2) self-regulation and government regulation, (3) the techniques used in children's television commercials on children, and (4) the future of children's television advertising. (Author)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the National Meeting of the Association for Consumer Research (Chicago, November 8-9, 1974)