Content analysis was used to study the values evident in televised beer and wine commercials. Seventy-seven prime time commercials, 7.6% of a week's total, were analyzed along value dimensions adapted from Gallup's measure of popular social values. The intensity of each value was coded on a five-point scale. None of the commercials in the beer and…

Reports research that investigated whether children use television commercials in family viewing situations to initiate, control, and manipulate social interaction with other family group members, especially their parents. Observational data are presented and discussed. (Author/JD)

In a two-stage procedure to discover how children use television commercials in family group viewing situations, researchers first conducted thirty family interviews with as many family members present as possible; then they selected nine children's families for extended (three month) participant observation to study the formative aspects of each…

After seven judges had ranked 30 families for observed parental consumer teaching orientations and family television viewing habits, one family was selected for each cell of a 3X3 factorial design for age of children (3 to 5, 6 to 8, 9 to 11) and family consumer teaching orientation (high, moderate, low). These nine family groups were observed…