To test the proposition that television content can teach sex-typed behaviors and attitudes, this study presented children of two ages (third grade and eighth grade) with one of two sets of television commercials. The first set contained women engaged in nontraditional occupations outside the home. The second set showed traditional women in their…

This study investigated whether candidate images could be designated as primarily either stimulus- or perceiver-determined and if a multiple regression model could be constructed to predict candidate image ratings from pre-stimulus perceptions of the candidate's party and post-stimulus ratings of the advertisement. One hundred twenty subjects were…

The objective of this study was to explore the semantic structure used by subjects in assessing (evaluating) a series of eight television commercials previously (but unofficially) rated for deceptiveness by FTC attorneys. Five local respondent groups were used: 158 undergraduate students enrolled in an introductory advertising course, 175…

The purpose of this study was to examine the socializing effect the viewing of adult-oriented commercials has on young children of differing socioeconomic backgrounds. The subjects, 227 children in the first, second, and third grades, included 109 lower-socioeconomic-level black children and 118 white children representing upper-middle-income…