This research assesses reactions to Saturday morning television advertising by four to twelve year old children and their mothers and examines young viewers' naturalistic learning of facts, attitudes, and behavior from commercials. An omnibus questionnaire was administered to 738 children. Interviews were conducted with 301 randomly selected…

The relative effectiveness of real news violence and fictional entertainment violence was assessed in an experiment with pre-adolescents. One group saw a brief fight scene portrayed as a news story in a simulated TV newscast, while a second group saw the same scene presented as a movie preview during a commercial break. The primary dependent…

In this study, naturalistic patterns of parent-child interaction were unobtrusively observed in supermarkets to describe characteristics of breakfast cereal selection by 516 family units. The interaction sequence was summarized into five dimensions: initiating party, tone of initial message, type of response, type of consequence, and references to…

A study was conducted to explore the relationship between a child's exposure to television content portraying various levels of physical agression, verbal aggression, altruism, and affection, and that child's enactment of these four types of behavior under different conditions of parent-child co-viewing and discussion of the television content.…

This paper assesses advertising effects on children and adolescents from a social learning theory perspective, emphasizing imitative performance of vicariously reinforced consumption stimuli. The basic elements of social psychologist Albert Bandura's modeling theory are outlined. Then specific derivations from the theory are applied to the problem…

The document examines the influence of political television commercials on voting behavior. In addition, the paper reports new data concerning the role of voter-oriented ads in socializing children to the political environment. Part I characterizes political ads and presents findings and conclusions of three voter surveys recently published in…