ERIC Number: ED116787
Record Type: Non-Journal
Publication Date: 1975-Jun
Reference Count: N/A
The Effects of Television Advertising on Children. Report No. 5: Content Analysis of Children's Television Commercials. Final Report.
Atkin, Charles K.
This report, the fifth in a series of six reports on television advertising and children, describes the key content dimensions of network advertising messages presented on two comparable Saturday mornings in 1972 and 1973. A total of 470 advertisements was systematically and quantitatively analyzed along 28 variables involving the nature of character portrayals, presentation techniques, information provision, and persuasive strategies. More than half of the ads studied dealt with toys and games, while the remainder promoted food products such cereals, candies, drinks and desserts. Comparisons are made between the advertising of 1972 and 1973 and between toy and food commercials. (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.