Discusses how consumers interpret the complex stimuli presented by different television shows and by alternative products that might be advertised on such shows. (KS)

Considers the confrontation between the Federal Trade Commission and marketers/broadcasters over the regulation of children's television advertising, illustrating the effects of ethical conduct on public policy. (Author/RL)

Relates two proposed attributes of both television shows and commercials--content and style--to television commercial performance. (KS)

Notes that the proposed regulation of children's television advertising may eliminate competition, increase consumer costs, and result in poorer programing. (RL)

Presents a model of the way children process television advertising. (Author/RL)

Examines the research on the effects of television advertising on children and discusses an experiment which studied children's vulnerability to television commercials. (MB)

Reports on the findings of a content analysis of 896 nationally televised advertisements which showed that strictly defined, comparative advertisements are a relatively small percentage of total national television advertisements and that certain product types (drugs, household, and foods) are more likely to utilize comparisons. (MB)

Suggests that a child's level of understanding of advertising is a product of family group interaction concerning consumer-related skills and other social experiences that the child brings to viewing situations. (Author/RL)