A two-fold statistical analysis examined the creative development of the 15-second television commercial, providing a follow-up to a similar study conducted in 1986. Study 1 of the present analysis examined 335 actual 15-second spots extracted from 30 hours of network daytime and primetime programming in the fourth and first quarters of 1988-1989.…

The principles of synergy, particularly as described by Charles Hampden-Turner in "Maps of the Mind," can be applied to critical thinking in television broadcasting. Synergy is the process by which one need or person combines optimally with another. A metaphor for the idea of the concrete and the abstract working together while they are…

The findings of a study of print readers' perceptions of the believability and interest of various advertising formats fail to support increasing either the frequency or specificity of comparative messages. The findings suggest that advertisers should consider the dimensions of intensity and directionality in their message development. (GT)

From 1969 to 1993 the definition of program length commercials has not been consistent. The FCC's first involvement with program length commercials was in 1969 when "Hot Wheels," a cartoon based on Mattel Corporation's Hot Wheels cars, was alleged to be nothing more than a 30 minute commercial. The FCC made no formal ruling but did…

Reports that all indices of political change tested were found to correlate significantly with exposure to televised political advertisements in the 1975 Chicago mayoral campaign. Notes that the correlations were not significantly different among voters with high, medium, and low levels of political involvement. (GT)

Concludes that "key visuals" (single frames of artwork storyboards or finished television commercials that sum up the creative strategy of the whole commercial) can be used to pretest the interest levels of viewers in television commercials. (GT)

A study was conducted to investigate the theory that the more finished a television commercial is when tested, the more soundly it can be evaluated. In an experimental design for a health maintenance organization, four commercials were tested in both storyboard slide show and finished commercial formats in a controlled laboratory environment.…

Revealed a negative relationship to exposure to drug advertising and use of illicit drugs in the sample population. (KS)

Examines the often attacked television commercial, its messages, and its effects. Considers commercials a contemporary art form, positing that they are deeply linked with the structure of poetry, and compares the TV director with the poet. Suggests that commercials are a "perfect" expression of the television medium--short, intensive,…

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…

The issue of whether to "standardize" or "specialize" in international advertising campaigns is important because it may help determine whether each audience should be addressed separately or whether advertising agencies should attempt to address the collective global consumer. Print and television advertisements for American…

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

A content analysis was made of the advertisements broadcast during a half-hour of prime-time television, in an effort to discern the overt (obvious) and covert (underlying) themes present in television advertising. The analysis revealed an overt theme of a world view of individual determination, initiative, self-confidence and self-reliance, and…

Finds that 86 percent of commercials shown on "Channel One" were for products, and 14 percent were public service announcements; values emphasized were leisure/pleasure, appearance/sexuality, wisdom, and independence; and dominant themes were being popular, having friends, having fun, and being attractive. (SR)

Three studies were conducted to replicate and extend research on advertisements for children on Saturday morning television, and during children's programs at other times. Resarch focused on amount and frequency of advertisements, as well as the types of products advertised. Study 1 concerned the Saturday morning time period, when children…