ERIC Number: ED122331
Record Type: RIE
Publication Date: 1976
Television Advertising and Children's Observational Modeling.
Atkin, Charles K.
This paper assesses advertising effects on children and adolescents from a social learning theory perspective, emphasizing imitative performance of vicariously reinforced consumption stimuli. The basic elements of social psychologist Albert Bandura's modeling theory are outlined. Then specific derivations from the theory are applied to the problem of television advertising effects. These derivations from Bandura's model include techniques for the analysis of advertising content, investigation of the effects of advertising on attention processes, and surveying preadolescent behavior for changes resulting from television commercials. For each application, new research evidence is presented and interpreted in terms of social learning principles. (Author/RB)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual meeting of the International Communication Association (Portland, Oregon, April 14-17, 1976); Part of text may not reproduce clearly due to marginal quality of original document