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ERIC Number: ED371425
Record Type: Non-Journal
Publication Date: 1994-Jul
Pages: 39
Abstractor: N/A
Reference Count: N/A
Selling Violence: Television Commercials Targeted to Children.
Palmerton, Patricia R.; Judas, Jeff
Noting that little research has addressed the question of violence in commercials directed to children, a study examined commercials aired during the 21 top-rated children's cartoons during one broadcast week in late spring 1993. Commercials were analyzed for violent content, gender of primary actors and recipients of violent action, primary persuasive theme or appeal, sex and age of primary audience of the commercial, type of product, visual format, and setting of the commercial. Results indicated that violence is an established and well represented characteristic of commercials directed to children. In addition, the violence displayed is clearly associated with being male, reinforcing the male stereotype that to be male is to be violent. Television is a powerful teaching tool, and the results of this study show that boys are being socialized to be violent, at least by television ads. (Contains 34 references, 1 figure of data, and 6 notes.) (Author/RS)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A