TITLE

An Investigation of the Fine Print in Children's Television Advertising

AUTHOR(S)
Kolbe, Richard H.; Muehling, Darrel D.
PUB. DATE
September 1995
SOURCE
Journal of Current Issues & Research in Advertising (CTC Press);Fall95, Vol. 17 Issue 2, p77
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Using content analysis techniques and the Federal Trade Commission's "Clear and Conspicuous Standard," this study provides a descriptive and evaluative appraisal of fine-print messages found in children's Saturday morning advertising on the three major television networks. The findings indicate that a considerable number of ads contained some form of fine-print message. Furthermore, while some differences in executional methods (e.g., print size, message placement/location/duration, background noise, visual-only presentation) existed between the various fine-print message types, generally speaking, few of these messages possessed characteristics that would be considered conducive to effective communication. The implications of these findings are discussed in light of what is already known about children and how they respond to advertising.
ACCESSION #
7586455

 

Related Articles

  • Kids' top commercials.  // Westchester County Business Journal;02/08/99, Vol. 38 Issue 6, p15 

    Lists the most effective television commercials as ranked by children in the United States.

  • Trends.  // Westchester County Business Journal;02/08/99, Vol. 38 Issue 6, p15 

    Deals with television commercials aimed towards children in the United States. List of children's favorite commercials.

  • Group says TV advertisers share responsibility for program. Elber, Lynn // Marketing News;03/15/99, Vol. 33 Issue 6, p16 

    The article reports that Parents Television Council has examined TV commercials and found out that some advertisers sponsor shows that are unfit to the family. The nonprofit council was formed by the conservative media Research Center in order to restore positive values and to bring...

  • TV impacts youth less.  // Long Island Business News (7/1993 to 5/2009);11/12/99, Vol. 46 Issue 46, p7B 

    Focuses on a study of television commercials in the United States. Impact of television advertising on the youth; Gender differences.

  • Study: Kids Food Ads Must Change. Eggerton, John // Broadcasting & Cable;12/12/2005, Vol. 135 Issue 53, p7 

    The article deals with a study on the marketing and advertising of children's foods in the U.S. The study, commissioned by the Congress, looked at the effects of television advertising of foods on children. It recommends the advertising of more healthier foods during children's television...

  • 'Adult' Brands Get Parents Where the Kids Are. Von Hoffman, Constantine // Adweek;1/15/2007, Vol. 48 Issue 3, p8 

    The article reports on marketers' practice of putting adult-aimed advertising on television during children's programs. One example is the one-year marketing and promotional alliance with Nickelodeon, made public by State Farm in early January 2007. Nickelodeon is portrayed as a logical choice...

  • Pertschuk, vindicated, bows out of kidvid. Keefe, Arthur John // American Bar Association Journal;Jun80, Vol. 66 Issue 6, p796 

    Discusses the decision of United States Federal Trade Commission chairman Michael Pertschuk not to participate in the commission's rule-making proceeding on children's television advertising. Legal challenge to Pertschuk's right to participate in the hearings; Reasons for Pertschuk's decision.

  • Media Wire. Consoli, John; Shields, Todd; Bachman, Katy // MediaWeek;5/27/2002, Vol. 12 Issue 21, p4 

    Presents news briefs on television advertising in the U.S. as of May 2002. Advertising spending for the first quarter of 2002; Decision of federal officials to eliminate the Federal Trade Commission's role in reviewing media mergers; Amount of an advertising spot that broadcast the June 8...

  • Market Indicators.  // MediaWeek;11/12/2007, Vol. 17 Issue 41, p3 

    This article presents news briefs on the media markets. U.S. national television is virtually sold out for dayparts for the fourth quarter and pharmaceutical companies are buying more early news programs. Network cable business is tight in prime time and the children's products advertising...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics