Children's Viewing of Television and Recognition Memory of Commercials.

Zuckerman, Paul; And Others

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Peer reviewed

ERIC Number: EJ178179

Record Type: CIJE

Publication Date: 1978

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Children's Viewing of Television and Recognition Memory of Commercials

Zuckerman, Paul; And Others

Child Development, 49, 1, 96-104, Mar 78

Videotapes of elementary school children watching a standard 15-minute television presentation were analyzed for attention to television, viewing patterns, and alternate activities. Recognition memory of auditory and visual content of the commercials and of the products was tested. Children's behavior during the program and during the commercials was compared. (Author/JMB)

Descriptors: Attention, Elementary Education, Elementary School Students, Memory, Television Commercials, Television Research, Television Viewing

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