ERIC Number: ED123675
Record Type: RIE
Publication Date: 1975-Dec
Reference Count: 0
The Effects of Television Advertising on Children: Survey of Children's and Mother's Responses to Television Commercials. Final Report.
Atkin, Charles K.
This research assesses reactions to Saturday morning television advertising by four to twelve year old children and their mothers and examines young viewers' naturalistic learning of facts, attitudes, and behavior from commercials. An omnibus questionnaire was administered to 738 children. Interviews were conducted with 301 randomly selected mothers of these children to provide parallel and supplementary information. Some of the major findings are that children express generally positive evaluations of specific TV commercials, but tend to be bothered by commercial interruptions; that mothers are more favorable than hostile toward children's advertising; that amount of exposure to television is not related to knowledge of brand names, substantive qualities, or promotional characters featured in Saturday commercials, with age and school performance the strongest predictors of knowledge; that children's responses to TV commercials become increasingly skeptical as they mature; that from one-third to one-half of the children talk about specific commercials with mother and peers; that a large majority of children are stimulated by TV advertising to ask for toys and cereals; and that two-thirds of the mothers feel that commercials produce materialistic orientations in their children. (Author/JM)
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.