Since its inception the Children's Advertising Review Unit has turned to research in order to better evaluate children's advertisements, to develop guidelines for children's advertisers and to resolve some perplexing questions about certain types of advertising content. Although some work has been done in advertising directed toward children, most…

This article discusses the use of television programs, specials, and advertising as a tool for health education. (MM)

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…

This report, the fourth in a series of six reports on television advertising and children, describes attitudes toward children's television advertising held by industry executives, government officials, and consumer critics. The accuracy with which each group perceives the positions of the other parties involved is also assessed. Data were…

Compares the experience of television watching, especially by young children, with that of drug-taking in that both actions serve to remove children from their environment and both are basically passive states. Discusses the issues of television violence and advertising. (BR)

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)

Suggests that the majority of television commercials aimed at children reveal not only advocacy of inferior food but blatant exploitation of children. (DS)

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)

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)

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…

The Federal Communications Commission (FCC) Report and Policy Statement on Children's Television Programs summarizes the findings of a series of hearings held in response to a petition of Action for Children's Television (ACT), urging that the FCC prohibit sponsorship and commercials in children's programing, forbid product mention by program…

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…