An analysis of advertising on children's television programs shows that more than half were male-dominant ads and fewer than one-seventh were female dominated. Female roles were almost entirely dependent and passive. (LS)

A study of attitudes of government spokesmen, industry spokesmen, and consumer groups toward advertising on children's television programs. (LS)

An analysis of commercials on children's television programs shows that, with the advent of guidelines, some changes have been made, particularly in relation to vitamins, minerals, foods, and toys. Presentation techniques however contain increasing sex stereotyping and decreased presence of racial minorities. (LS)

A study compared the perceived value of a product by children who had viewed a commercial with that of others who had examined the product. Data indicate that, when television commercials exaggerate the virtues of the products, boys are more apt to be misled by the advertising claims than girls. (JEG)

A discussion of controlling quantity and quality of television advertising by looking at the approach of Britain's Independent Broadcasting Authority and deals with its possible application in the U.S. (HB)

Discerns issues of the 1980 presidential primary campaigns through content analysis of issues presented in televised political spot advertisements created for nine presidential primary candidates. Results indicate Democrats were most concerned with the economy, energy, foreign policy, and national security, while Republicans focused on federalism…

Role playing and traditional instruction were used to examine whether young children can be taught the intent of television commercials. Both treatment groups of children, ages six to seven, experienced significant increases in understanding of commercials. (Author/MBR)

Investigates the efficacy of including peer interaction in television advertising directed to children. Results suggest that this variable provides increased liking for commercials, but does not affect product desirability. Nine references are cited. (Author/MER)

Questionnaires were administered to 214 Mexican American adolescents to determine their attitudes toward television commercial truthfulness and to examine those attitudes in concert with developmental levels of reasoning among high school students. Fifteen references are listed. (FM)

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)

Reviews literature on pronutrition messages in children's commercials and describes a study involving children ages 3 to 14 to test the effectiveness of incorporating health information disclosures into actual television commercials for highly sugared cereal and candy products. Results indicate most children were able to recall and make sense of…

Compares the importance of role taking and the logical operations stage of child development in predicting children's understanding of the purpose of television advertising. Research on children's comprehension of television commercials is briefly reviewed and the subjects of the study, as well as the study methodology, are described. (Author/JL)

This study of children's understanding of commercial audio and video network techniques which are designed to communicate the balanced breakfast concept indicates that children show a general lack of concept understanding. Thirteen references are cited. (Author/MER)