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…

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)

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…

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…