Public broadcasting in the United States frequently draws criticism from conservatives who accuse it of pursuing an agenda promoting environmentalism, gay rights, affirmative action, reproductive choice, and other liberal causes, and of being hostile to conservative interests such as defense, the pro-life effort, and the promotion of Christian…

A study examined viewer recall of television commercial content as influenced by both commercial spot positioning within breaks and the congruence or dissonance of the affective (emotionally evocative) formats of the program contexts and commercials. Objectives were to determine whether commercials will have greater rates of viewer recall if: (1)…

In the United States, people have become resistant to advertising because they live surrounded by messages. However, in China, the average viewer is relatively naive about the use of commercial messages. An attempt was made to teach Chinese college students semiotic analysis of television commercials. Observations of Chinese television were made…

This paper summarizes an integrated research study which was conducted of the literature on learning from mass media and instructional television. The body of literature reviewed encompasses 17,500 citations from the Educational Resources Information Clearinghouse (ERIC) and 1,882 citations from Psychological Abstracts. Major research areas…