ERIC Number: ED116820
Record Type: Non-Journal
Publication Date: 1975-Jul
Reference Count: N/A
The Effects of Television Advertising on Children. Report No. 6: Survey of Pre-Adolescent's Responses to Television Commercials. Final Report.
Atkin, Charles K.
This report, the last in a series of six reports on television advertising and children, describes patterns of advertising exposure and evaluation in the naturalistic setting and examines the role of commercials in late childhood socialization. An omnibus questionnaire was administered to 775 fourth through seventh grade students in urban, suburban, and small town schools in Michigan. Two-thirds of the sample also completed a supplementary form dealing with food and nutrition, while one-third answered additional medicine-related questions. Multivariate analyses were used to assess the relationships among indices of advertising exposure and corresponding cognitions, attitudes, and behavior. The results are presented with regard to the following areas: (1) opportunity for advertising exposure, (2) attention to commercials, (3) evaluation of advertising, (4) advertising and distruct of adult authorities, (5) socialization from public service announcements, (6) advertising andhygiene socialization, (7) impact of message repetition, (8) effects of advertising on materialism, (9) effects of medicine advertising, (10) effects of cereal advertising, (11) nutrition learning from advertising, (12) effects of candy advertising, and (13) effects of advertising on general food consumption patterns. (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.