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ERIC Number: ED180607
Record Type: RIE
Publication Date: 1979-Sep
Pages: 16
Abstractor: N/A
Reference Count: 0
Television Watching as an Information Processing Task: Programming and Advertising.
Wartella, Ellen
A two-week consumer training program was designed to teach kindergarten children about advertising claims on commercial television programs. One objective of the program was to teach kindergarteners that commercials are designed to persuade people to buy products. Kindergarteners were taught to recognize the difference between commercials and other classes of television content. A second objective was to teach kindergarteners to look for information about products when they watched commercials. Children were taught to recognize four types of appeals made by commercials: product information appeals, fun and entertainment appeals, premium offers, and social acceptability appeals. These concepts were taught through a variety of physical activities (for example, having children raise their hands when a break occurred between a program and a commercial) and having children discuss their own experiences. The total time spent on training was about three and one-half hours over the two-week program. Performance was generally high by the end of the program. In addition, children who had participated in training performed better than a control group after an eight-month time delay. Following the delay, there was some decline in children's ability to identify commercials and understand persuasive intent, though performance level was still above that of the pre-training performance level. (SS)
Publication Type: Speeches/Meeting Papers; Information Analyses; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: National Science Foundation, Washington, DC.
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the American Psychological Association (87th, New York, NY, September 1-5, 1979)