ERIC Number: ED116783
Record Type: Non-Journal
Publication Date: 1975-Jun
Reference Count: N/A
The Effects of Television Advertising on Children. Report No. 1: First Year Experimental Evidence. Final Report.
Atkin, Charles K.
This report, the first in a series of six reports on television advertising and children, presents the findings from a study designed to examine the impact of various advertising practices on the knowledge, attitudes, and behavior of young children. A total of 500 preschool and grade school children from both working-class and middle-class backgrounds participated in the study; over two-fifths of the sample was black. Experimental versions of advertisements were inserted into a cartoon program which was shown to the children. There were nine areas of experimental manipulations: (1) premium offer strategy (a toy offered with a breakfast food), (2) exaggerated product performance claims, (3) program characters appearing in commercials, (4) racial characteristics of the performers in the commercials, (5) rational message strategy, (6) learning about littering from public service announcements, (7) consequences of the advertising of medicine, (8) product accessory disclaimer (i.e., batteries not included), and (9) clustered versus dispersed structure of commercial presentation. A hidden camera measured the children's eye contact and reactions while they watched the program. The children were personally interviewed or placed in a play situation after viewing the stimulus tape. The findings for each of the nine experimental manipulations are presented, and the responses to the commercials by age and race are discussed. (JMB)
Publication Type: Reports - Research
Education Level: N/A
Sponsor: Office of Child Development (DHEW), Washington, DC.
Authoring Institution: Michigan State Univ., East Lansing. Coll. of Communication Arts.