ERIC Number: ED145499
Record Type: RIE
Publication Date: 1977
Reference Count: 0
Research on the Effects of Television Advertising on Children; A Review of the Literature and Recommendations for Future Research.
Adler, Richard P.; And Others
This report summarizes the present state of knowledge about the effects of television advertising on children. After a discussion of children's television viewing patterns, the report reviews the existing research relevant to such issues as children's ability to distinguish commercials from program material; the influence of format and audiovisual techniques on children's perceptions of commercials; the effects of characters in commercials, self-concept appeals, premium offers, food advertising, the volume and repetition of commercials, and medicine advertising; violence and unsafe acts in commercials directed to children; the effects of television advertising on consumer socialization; and television advertising and parent/child relations. The report then makes recommendations for future research. Appendixes present evaluations of 21 individual studies, a statistical profile of the national research resources currently available for relevant studies, and the children's advertising guidelines issued by the National Association of Broadcasters Code Authority. A bibliography of relevant publications is included. (GW)
Descriptors: Advertising, Bibliographies, Childhood Attitudes, Children, Childrens Television, Guidelines, Literature Reviews, Television Commercials, Television Research, Television Viewing
Superintendent of Documents, U.S. Government Printing Office, Washington, D.C. 20402 (Stock No. 038-000-00336-4, $3.75 paper)
Publication Type: Reports - Research
Education Level: N/A
Authoring Institution: National Science Foundation, Washington, DC. RANN Program.
Note: Some pages of document may be marginally legible due to size of type