Literature Review on Television Ads
Literature Review On Television Ads
1. Television and Children
2. Television Commercials and Children
3. Television Commercials and Gender Roles
a. Content Analyses - Adults & Children
b. Impact
4. Television Commercials, Masculinity and Boys
a. Content Analyses
b. Impact
________________________________________
1. Television and Children
In this section I will be reviewing the literature on children and television. It has been demonstrated that the average American viewer is exposed to 31 hours of television a week, of which three to nine hours is devoted to commercials (Furnham, & Bitar, 1993). In the case of children, the average preschooler watches 28 hours per week, while the average school-aged child, watches 24 hours per week (Lazar, 1994). Based on the percentages reported by Furnham & Bitar (1993), these children are exposed to as much as eight hours of commercials per week. It is likely that these numbers are similar to those we would find in Canada (Kline, 1993). Due to the level of exposure children have to television, it is important to determine what kind of socializing effect television may have on them.
There has been a great deal of research designed to demonstrate that television has an impact on children's beliefs, and behaviours (Kline, 1993; Butter, Weikel, Otto, Wright, & Deinzer, 1991; Huston & Alvarez, 1990; Meltzoff, 1988; Downs, & Harrison, 1985). Two of these studies will be briefly reviewed here.
One particularly intriguing study looked at how fourteen and twenty-four month old infants were affected by a television "advertisement". Meltzoff (1988), divided his subjects into three groups, two of which were presented with a televised demonstration of how to play with a new toy. The demonstration presented to each group was different, with the first group receiving a correct demonstration of how to play with the toy, the second group receiving an incorrect demonstration of how to play with the toy, and the third
1. Television and Children
2. Television Commercials and Children
3. Television Commercials and Gender Roles
a. Content Analyses - Adults & Children
b. Impact
4. Television Commercials, Masculinity and Boys
a. Content Analyses
b. Impact
________________________________________
1. Television and Children
In this section I will be reviewing the literature on children and television. It has been demonstrated that the average American viewer is exposed to 31 hours of television a week, of which three to nine hours is devoted to commercials (Furnham, & Bitar, 1993). In the case of children, the average preschooler watches 28 hours per week, while the average school-aged child, watches 24 hours per week (Lazar, 1994). Based on the percentages reported by Furnham & Bitar (1993), these children are exposed to as much as eight hours of commercials per week. It is likely that these numbers are similar to those we would find in Canada (Kline, 1993). Due to the level of exposure children have to television, it is important to determine what kind of socializing effect television may have on them.
There has been a great deal of research designed to demonstrate that television has an impact on children's beliefs, and behaviours (Kline, 1993; Butter, Weikel, Otto, Wright, & Deinzer, 1991; Huston & Alvarez, 1990; Meltzoff, 1988; Downs, & Harrison, 1985). Two of these studies will be briefly reviewed here.
One particularly intriguing study looked at how fourteen and twenty-four month old infants were affected by a television "advertisement". Meltzoff (1988), divided his subjects into three groups, two of which were presented with a televised demonstration of how to play with a new toy. The demonstration presented to each group was different, with the first group receiving a correct demonstration of how to play with the toy, the second group receiving an incorrect demonstration of how to play with the toy, and the third