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| Autor/in | Kunkel, Dale |
|---|---|
| Titel | Children and Television Advertising: Can the Marketplace Protect the Public Interest? |
| Quelle | (1988), (30 Seiten)
PDF als Volltext kostenfreie Datei |
| Sprache | englisch |
| Dokumenttyp | gedruckt; online; Monographie |
| Schlagwörter | Stellungnahme; Advertising; Federal Regulation; Policy Formation; Preadolescents; Public Policy; Television Commercials; Television Research; Television Viewing; Toys; Young Children |
| Abstract | This report surveys the basic research on how children understand and respond to television advertising messages in order to determine whether regulation is necessary. The implications of the research findings for likely marketplace developments in an unregulated environment are discussed, and it is concluded that there is no sound basis to expect that unregulated marketplace mechanisms will effectively limit the amount of advertising aimed at children. Policy alternatives for resolving this issue are then presented and discussed with emphasis on the following key issues: (1) whether the public interest requires the maintenance of advertising guidelines for children's programming; (2) whether children are sensitive to commercialization, and whether they will tend to switch from one channel to another to avoid overcommercialization; (3) whether competitive market forces will tend to place constraints on commercialization in children's programs, and how the amount of commercial time presented while limits were in effect would compare to the amount presented without such limitations; (4) policies that should be pursued to limit children's exposure to television advertising and how a policy limiting commercial content would affect the number and type of programs available for children; and (5) how the Federal Communications Commission (FCC) should address concerns about programs associated with toys. (65 references) (EW) |
| Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
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