American universities receive millions of dollars worth of media exposure every year via Public Service Announcements (PSAs) broadcast during their respective school's athletic competitions. This research explores the message strategies and executional devices used by NCAA FBS (National Collegiate Athletic Association Football Bowl Subdivision)…

This article focuses on aspects of children's rights as portrayed in television. The results of a six-month research study show analyses of television content of Channel 5, which is the only free-to-air, 24-hour, English-language entertainment channel in Singapore. The results identify the role of television in assisting Singapore to meet its…

This essay examines the deliberately humorous approaches undertaken in two recent higher education marketing endeavors: The American Council on Education's "Solutions for Our Future" campaign and Stanford's "Hail, Stanford, Hail" initiative. Three television commercials from each project are described and discussed in light of a view of comedy…

Objective: To assess the content of food industry Web sites targeting children by describing strategies used to prolong their visits and foster brand loyalty; and to document health-promoting messages on these Web sites. Design: A content analysis was conducted of Web sites advertised on 2 children's networks, Cartoon Network and Nickelodeon. A…

The first campaign commercials were aired on television in 1952, and from their inception, children have played a critical role in the framing of political ads. Understanding these frames provides important insight into a powerful communication element that is used to influence opinions by connecting with deeply held beliefs about American…

Each winter, the best collegiate football programs compete in the Bowl Championship Series. in addition to showcasing their prowess of the field, each school is afforded opportunities to highlight other aspects of their institution in the form of advertising spots. The current study analyzed each of these spots for the 43 university participants…

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)

Examines the integration of advertising messages within early single-sponsor television programs from the 1950s. (MM)

Content analyses of television advertising document the ubiquity of traditional images of women, yet few studies have explored their impact. One noteworthy exception is the experiment by Geis, Brown, Jennings, and Porter (1984). These researchers found that the achievement aspirations of controls and women exposed to traditional images were lower…

This paper is a report of two studies which were conducted on children's television. The first, "Saturday Children's Television," is a content analysis of programming and advertising matter on four Boston commercial TV stations. The second, "Romper Room, An Analysis," focuses on that program's commercial practices. The first…

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)

Examines how females and minorities are represented on children's Saturday morning television commercials, focusing on how often they are present, settings in which they are portrayed, and types of White-minority interactions. Finds that more women and minorities are present in advertisements than earlier studies indicated, but that White males…

Presents a systematic content analysis of more than 150 commercial characteristics of CLIO winners from the years 1975, 1980, and 1985. Finds that CLIO winners have different characteristics than do commercials proven to be effective in the marketplace. (RS)

Analyzes the content of more than 1000 commercials sampled from ABC, CBS, and NBC. Finds that nostalgia was used by means of theme, copy or music about 10 percent of the time and that nostalgic references to family activities or to "olden days" were most likely to be used with food and beverage commercials. (PRA)

The purpose of the study described in this book was to determine the content parameter of television commercials addressed to children. A total of 236 commercials were collected from advertising agencies representing cereals, candy, drinks, foods for meals, restaurants, cookies, miscellaneous, cakes, ice cream, vitamins, and crunchy snacks. Each…