Indicates that (1) both younger (four-five years) and older (seven-eight years) children were significantly less likely to discriminate commercial from program content when the host-selling format was viewed, and (2) older children are more favorably influenced by the same commercial content when it is seen in a host-selling presentation than in a…

Appraises the way in which the broadcasting industry is now promoting toys to children, focusing on structural changes in the broadcasting industry, new ways of financing and distributing programs, aggressive marketing by the toy industry, and the deregulatory climate at the Federal Communications Commission. (MS)

This study explores children's understanding of television commercials that feature the same primary characters as those in the adjacent program content, a commercial technique known as "host-selling." Responses of children 4 to 5 and 7 to 8 years of age to identical commercials presented in both a host-selling and normal viewing…

Traces the history and development of the Children's Television Act of 1990 that establishes individual stations' obligations to serve children's needs and limits the amount of advertising. Describes the failure of the marketplace to provide educational programing once children's television was deregulated. Concludes that children's television is…

This report surveys the basic research on how children understand and respond to television advertising messages in order to determine whether regulation is necessary. The implications of the research findings for likely marketplace developments in an unregulated environment are discussed, and it is concluded that there is no sound basis to expect…