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Download full textKunkel, Dale – 1987
This study explores children's understanding of television commercials that feature the same primary characters as those in the adjacent program content, a commercial technique known as "host-selling." Responses of children 4 to 5 and 7 to 8 years of age to identical commercials presented in both a host-selling and normal viewing…
Descriptors: Age Differences, Children, Childrens Television, Comprehension
Peer reviewedKunkel, Dale – Communication Research, 1988
Indicates that (1) both younger (four-five years) and older (seven-eight years) children were significantly less likely to discriminate commercial from program content when the host-selling format was viewed, and (2) older children are more favorably influenced by the same commercial content when it is seen in a host-selling presentation than in a…
Descriptors: Advertising, Childhood Attitudes, Commercial Television, Mass Media
