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Television Advertising (television + advertising)

Distribution by Scientific Domains

Medical Sciences	50%

Selected Abstracts

Exposure of children and adolescents to alcohol advertising on Australian metropolitan free-to-air television

ADDICTION, Issue 7 2009
Lynda Fielder
ABSTRACT Aim This study investigated the exposure of underage youth to alcohol television advertising on metropolitan free-to-air television in the five mainland capital city markets of Australia. Design Exposure levels (target audience rating points; TARPs) were obtained for all alcohol advertisements screened from November 2005 to October 2006 in each capital city market for: children 0,12 years; underage teens 13,17 years; young adults 18,24 years; and mature adults 25+ years. The 30 most exposed advertisements across age groups were then content-analysed for elements appealing to children and underage youth. Results In each of the five metropolitan markets, mature adults were most exposed to alcohol advertising. Children were exposed to one-third the level of mature adults and underage teens to approximately the same level as young adults. However, there was considerable variation in media weight between markets, such that underage teens in two markets had higher advertising TARPs than young adults in other markets. All 30 highest exposed advertisements contained at least one element known to appeal to children and underage youth, with 23 containing two or more such elements. Fifteen of the 30 advertisements featured an animal. Conclusions The self-regulation system in Australia does not protect children and youth from exposure to alcohol advertising, much of which contains elements appealing to these groups. [source]

A Comparative Analysis of Political Communication Systems and Voter Turnout

AMERICAN JOURNAL OF POLITICAL SCIENCE, Issue 2 2009
Mijeong Baek
This article explores how political communication institutions affect cross-national differences in voter turnout in democratic elections. It demonstrates how the structure and means of conveying political messages,gauged by media systems, access to paid political television advertising, and campaign finance laws,explain variations in turnout across 74 countries. Relying on a "mobilization" perspective, I argue that institutional settings that reduce information costs for voters will increase turnout. The major empirical findings are twofold. First, campaign finance systems that allow more money (and electioneering communication) to enter election campaigns are associated with higher levels of voter turnout. Second, broadcasting systems and access to paid political television advertising explain cross-national variation in turnout, but their effects are more complex than initially expected. While public broadcasting clearly promotes higher levels of turnout, it also modifies the effect of paid advertising access on turnout. [source]

Dialogue in American Political Campaigns?

AMERICAN JOURNAL OF POLITICAL SCIENCE, Issue 3 2006
An Examination of Issue Convergence in Candidate Television Advertising
The theory of issue ownership holds that competing candidates should avoid discussing many of the same issues during a campaign. In contrast, theories of democracy suggest that competitive elections are the mechanism by which the public can hold politicians accountable. To determine the extent to which each theory depicts current campaigns, we develop a new measure of "issue convergence" and test whether or not issue convergence increases as the competitiveness of the race increases. Using new data based upon television advertising aired in U.S. Senate campaigns from 1998 through 2002, we find that issue engagement or dialogue occurs more frequently than indicated by previous research. We also find that issue engagement increases with the competitiveness of the race but that issue engagement decreases as the gap in financial resources between candidates increases. [source]

Using a research framework to identify knowledge gaps in research on food marketing to children in Australia

AUSTRALIAN AND NEW ZEALAND JOURNAL OF PUBLIC HEALTH, Issue 3 2009
Kathy Chapman
Abstract Objective: Research in the field of food marketing to children requires a better understanding of the research gaps in order to inform policy development. The purpose of this paper was to propose a framework for classifying food marketing research, using Australian research on food marketing to children to demonstrate how this framework can be used to determine knowledge gaps. Approach: A literature review of research databases and ,grey' material was conducted to identify research from the previous 10 years. Studies were classified according to their research focus, and media type, as either: exposure, including content analyses; effects of exposure, including opinions, attitudes and actions resulting from food marketing exposure; regulations, including the type and level of regulation that applies to food marketing; or breaches of regulations, including instances where marketing regulations have been violated. Conclusion: The majority of Australian research on food marketing to children has focused on television advertising and exposure research. Research has consistently shown that the content of food marketing directed at children is predominately for unhealthy foods. There is a lack of research on the effects of food marketing, which would be valuable to inform policy. Implications: The development of a logical framework for food marketing research allows for the identification of research gaps and enables research priorities to be identified. [source]