ERIC Number: ED156326
Record Type: RIE
Publication Date: 1978-May
Reference Count: 0
Influence of Television Commercials on Young Children.
Lam, Pamela Y. Y.
This study investigated the influence of television commercials for toys and cereals on young children. Forty-four children, ranging in age from 4 to 7 years, were interviewed regarding their television viewing habits, their attitudes toward television commercials, their demands for their mothers to buy cereals and toys, and their interpretation of the reality of commercials. The mothers of these children completed a questionnaire about their children's television viewing habits, their own attitudes toward commercials, and their reactions to their children's demands for advertised products. The data were analyzed by computing percentages and the results revealed several trends. The more television the children watched, the more they demanded advertised products. Most of the time, mothers did not yield completely to their children's demands for advertised products. Children were able to name their specific preferences and dislikes for television commercials and they tended to prefer commercials which were related to their interests. Parental discussion on the content and selling techniques of television advertisements reduced the extent of children's demands for advertised products and the extent of parental yielding to demands. Boys and girls did not show particular differences in responding to television commercials. (Author/JMB)
Publication Type: Reports - Research
Education Level: N/A
Authoring Institution: N/A
Note: Master's Thesis, North Texas State University