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…

This report, the last in a series of six reports on television advertising and children, describes patterns of advertising exposure and evaluation in the naturalistic setting and examines the role of commercials in late childhood socialization. An omnibus questionnaire was administered to 775 fourth through seventh grade students in urban,…

A set of surveys was conducted among elementary school students to provide basic information on exposure patterns to television newscasts on the local and national level. (Author/STS)

Projecting data from this content analysis, the authors concluded that viewers who watch one hour of prime-time programing each evening throughout the year would see over 2,700 irregular driving acts; over 250 acts in which people are endangered; 80 auto-caused deaths and injuries; and only 15 cases of seat-belt usage. (PD)

This report, the fifth in a series of six reports on television advertising and children, describes the key content dimensions of network advertising messages presented on two comparable Saturday mornings in 1972 and 1973. A total of 470 advertisements was systematically and quantitatively analyzed along 28 variables involving the nature of…

This 2-wave panel survey of young people was conducted to explore the relationship between attitudes and viewing over time, examining aggressiveness and viewing of programs portraying physical and verbal aggression. Questionnaires were administered to 227 children in the fourth, sixth, and eighth grades in 1976 and again one year later. The…

This report, the first in a series of six reports on television advertising and children, presents the findings from a study designed to examine the impact of various advertising practices on the knowledge, attitudes, and behavior of young children. A total of 500 preschool and grade school children from both working-class and middle-class…

This report, the second in a series of six reports on television advertising and children, presents the results from a series of experimental studies designed to test children's intentional and incidental learning from television commercials. A total of 400 elementary school students of varying socioeconomic status participated in the study, with…

The relative effectiveness of real news violence and fictional entertainment violence was assessed in an experiment with pre-adolescents. One group saw a brief fight scene portrayed as a news story in a simulated TV newscast, while a second group saw the same scene presented as a movie preview during a commercial break. The primary dependent…

This study provides evidence of the basic parameters of elementary school students' viewing of national, local, and children's news programing. About half of the children studied regularly watched the special Saturday morning newscasts, while almost half watched adult news programing at least occasionally. News viewing increased steadily from…

Several research studies that have compared the effects of television viewing on economically disadvantaged black children with its effects on white children indicate that the black children tend to allocate more time to television, are less selective in choosing content, and are more likely to accept fictional stories as reality. In addition, the…

One hundred mother/child dyads were involved in a study to provide empirical evidence on parent/child interaction in grocery stores and on the contributions of Saturday morning television commercials to those interactions and to the purchase of candy and cereals. Data were collected in 15 supermarkets in two midwestern cities. First, the…

This paper assesses advertising effects on children and adolescents from a social learning theory perspective, emphasizing imitative performance of vicariously reinforced consumption stimuli. The basic elements of social psychologist Albert Bandura's modeling theory are outlined. Then specific derivations from the theory are applied to the problem…

A survey of White fourth-,sixth-, and eighth-grade students reveals that the effects on them of televised portrayals of Blacks were limited and selectively processed. (FL)

A study was made of the reactions of 544 Tallahassee high school students to a public television series, "Today in the Legislature", which presented segments of a session of the state legislature of Florida in six 50-minute programs. The main goal was to determine the major effect of mass media on political knowledge and its influence on…