Children's Television Advertising
An Analysis
Bibliographic Data
| ID | 11228720 |
|---|---|
| Authors | Jeff Peck (corresponding author) |
| Year | 1979 |
| Volume | 14 |
| Issue | 1 |
| Pages | 64-76 |
| Publication date | 1979-03-01 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Australian Journal of Social Issues (JOURNAL) |
| Journal identifiers | ISSN: 0157-6321 • E-ISSN: 1839-4655 |
| Publisher | Wiley (PUBLISHER • GB) |
| DOI | 10.1002/j.1839-4655.1979.tb00642.x |
| OpenAlex | W2300715475 |
| Language | EN |
| Citations received | 2 |
| References cited | 2 |
A sample period of fifteen hours of children's television was recorded and each commercial announcement analyzed by two independent raters. Six broad areas were examined: general description; pictorial presentation; product presentation; pictorial characterization; buying rationale; and in‐program advertising. Food product advertising dominated the sample, with commercial announcements for sweets forming the largest group. Advertisements for sweets, snacks and breakfast foods were found to contain higher production values than other categories of advertisements. In most areas, advertisements conformed to current standards; however commercial announcements were found to portray a world characterized by stereotypes and lacking in ethnic diversity
Advertising · Business · Diversity (politics · Ethnic group · Political science · Presentation (obstetrics · Product (mathematics · Project commissioning · Publishing · Sample (material · Television advertising · Digital Communication and Language · Gender and Technology in Education · Mathematics · Media, Gender, and Advertising · Medicine · Psychology
| Citations per year | 0.1 |
|---|---|
| Citation span | 2005 - 2005 (1) |
| Highly cited | No |