ERIC Number: ED116786
Record Type: Non-Journal
Publication Date: 1975-Jun
Reference Count: N/A
The Effects of Television Advertising on Children. Report No. 4: Attitudes of Industry Executives, Government Officials and Consumer Critics Toward Children's Advertising. Final Report.
Atkin, Charles K.; Culley, James
This report, the fourth in a series of six reports on television advertising and children, describes attitudes toward children's television advertising held by industry executives, government officials, and consumer critics. The accuracy with which each group perceives the positions of the other parties involved is also assessed. Data were collected by means of a questionnaire (mailed) which presented 29 attitude statements to be rated along an agree-disagree scale. The analysis of these data revealed that the Action for Children's Television (ACT) sample generally took a position on one side of the issue, the advertiser and agency samples took a position on the opposite side, with the government sample tending to fall in between. The areas in which the consumer and industry groups were far apart on the attitude rating scale included: (1) the need for regulation, (2) locus of regulation, (3) effects of commercials, (4) evaluations of advertisers and advertising, (5) products allowed on television, and (6) proposals for the future. The advertisers, agency personnel, and government officials tended to be highly accurate in estimating the ACT group's positions on key issues, but estimates of the advertising agency positions were somewhat more extreme than their actual attitudes. (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.