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ERIC Number: ED139056
Record Type: Non-Journal
Publication Date: 1977
Pages: 16
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: N/A
Black and White Children's Perceptions of the Intent and Values in Specific Adult and Child Oriented Television Commercials.
Donohue, Thomas R.; And Others
The purpose of this study was to identify the effect of television advertising on different types of children--specifically, the cognitive responses and extra-product expectations fostered by television commercials in both white and black children. The subjects, 52 middle-class white children and 30 inner-city black children ranging in age from six to eight years, were asked to describe a television commercial, then were shown two McDonalds commercials in color, and finally were asked questions about the commercials. Analysis of results showed that white children indicate significantly higher levels of awareness than do black children and that older children demonstrate significantly higher levels of understanding than do younger children. Several disturbing health and nutritional implications are discussed, and the study concludes that it is important to know the extent to which subtle or implied appeals are internalized by children of various levels of cognitive development. (JM)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A