This report, the fourth in a series of six reports on television advertising and children, describes attitudes toward children's television advertising held by industry executives, government officials, and consumer critics. The accuracy with which each group perceives the positions of the other parties involved is also assessed. Data were…

This report, the last in a series of six reports on television advertising and children, describes patterns of advertising exposure and evaluation in the naturalistic setting and examines the role of commercials in late childhood socialization. An omnibus questionnaire was administered to 775 fourth through seventh grade students in urban,…

This report, the fifth in a series of six reports on television advertising and children, describes the key content dimensions of network advertising messages presented on two comparable Saturday mornings in 1972 and 1973. A total of 470 advertisements was systematically and quantitatively analyzed along 28 variables involving the nature of…

Examines the role of adult-oriented campaign news and campaign advertising in the political socialization of children. (Author/GW)

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…

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…

This report, the first in a series of six reports on television advertising and children, presents the findings from a study designed to examine the impact of various advertising practices on the knowledge, attitudes, and behavior of young children. A total of 500 preschool and grade school children from both working-class and middle-class…

This report, the second in a series of six reports on television advertising and children, presents the results from a series of experimental studies designed to test children's intentional and incidental learning from television commercials. A total of 400 elementary school students of varying socioeconomic status participated in the study, with…

The effects of spot television commercials during political campaigns were studied. A telephone survey was conducted to see what effect such commercials had on voters in the 1970 Wisconsin and Colorado gubernatorial elections. The results showed that this approach is the most efficient way of reaching a vast majority of the electorate, although it…

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…

One hundred mother/child dyads were involved in a study to provide empirical evidence on parent/child interaction in grocery stores and on the contributions of Saturday morning television commercials to those interactions and to the purchase of candy and cereals. Data were collected in 15 supermarkets in two midwestern cities. First, the…

Discusses children's television viewing, particulary their exposure to advertisements for proprietary drug products, and relates this to their views of the amount of sickness in society and the reliance on medicine. (JMF)

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…