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 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…

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)

Concludes that a single television counter advertisement concerning a brand of aspirin did not cause viewers to lessen appreciably their attitude favorability toward the brand. (GT)

A great deal of research has examined the effects of the racial composition of advertisements on their acceptance by the black consumer. From this literature two antithetical findings have emerged: (1) television commercials that use black models are more meaningful to black viewers than are those using white models, and (2) black models in…

Describes the implications of research designed to focus on within-commercial differences, use a variety of response measures, employ a non-reactive viewing situation, measure behavioral as well as verbal responses, and provide data that creative people can understand. Action and story line were found to be the most important aspects that hold…

Relates political candidates' television advertising to voters' emotional reactions and voting behavior. Suggests that television campaign advertising elicits emotion along three continua: pleasure-displeasure, arousal-nonarousal, and dominance-submissiveness. Suggests that emotional response to such advertising is systematically related to voting…

Concludes that (1) the message structure of highly creative television commercials tends to differ from that of television commercials from the general population of television advertising and (2) there is a difference in the message structure of highly creative commercials across cultures. (FL)

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

Appraises the information content of Singapore television advertising, and makes a comparison with relevant United States findings. Research reported in this paper is a replication of two empirical studies of the informational content of television advertising in the United States from 1977. (Author/LRW)

The ethical dilemma presented by the ratings sweeps is a fundamental operating principle of advertiser-financed television broadcasting: broadcasters generate operating revenue and profit by exchanging audiences for money with advertisers. In order to create or attract audiences to be sold, the broadcaster formulates or acquires and then…

The question of why advertisements for contraceptives are not shown on television in the United States is explored in this paper. The statement is made that although television is permeated with sex, network broadcasters steadfastly ban contraceptive advertising from the airways on the grounds that they do not want to alienate or offend viewers.…