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Television Commercials (television + commercial)
Selected AbstractsMinorities in Children's Television Commercials: New, Improved, and StereotypedJOURNAL OF CONSUMER AFFAIRS, Issue 1 2003HAE-KYONG BANG Mass media is one means by which consumers learn how to behave as consumers. Consumers' beliefs about minorities as consumers are also influenced by mass media, and the impact is likely highest among young children. A content analysis of 813 commercials in children's television programming reveals that while Caucasians continue to be the predominant models in terms of numbers and in the types of roles they play, the numerical representation of minorities, especially Blacks, has improved. However, the study found that minorities are more likely than Caucasians to have minor roles and to be portrayed in certain product categories, settings, and relationships. Societal impacts and implications for minority consumers are discussed. [source] Health, Medicine, and Food Messages in Television Commercials During 1992 and 1998JOURNAL OF SCHOOL HEALTH, Issue 2 2000Carol Byrd-Bredbenner ABSTRACT: The potential effects of television advertisements on knowledge, attitudes, and behavior have generated considerable concern. Part of this concern arises from the overall exposure of children to this medium. By the time they graduate from high school, the time devoted to watching television will exceed the hours spent in school. Hence, health professionals should recognize the disproportionate role of television as an informational and attitudinal source for children. The potential impact of television advertisements, particularly those promoting health-related products such as medications and foods, coupled with the changing nature of television points to this medium as an important candidate for examination. The purpose of this study was to content analyze and compare advertisements broadcast in 1992 and 1998 to create a description of the health information conveyed in top-rated, prime time network television advertisements and to determine the congruence of this information with current health recommendations. [source] Longer-term implications of responsiveness to ,thin-ideal' television: support for a cumulative hypothesis of body image disturbance?EUROPEAN EATING DISORDERS REVIEW, Issue 6 2003Duane Hargreaves Brief exposure to thin-ideal media images has been shown to have a small but consistent negative impact on women and girls' body dissatisfaction. The present study aimed to examine the consequence of these small changes in body dissatisfaction for the development of body image over time. A sample of 80 adolescents (mean age,=,17.2 years) completed measures of body dissatisfaction, drive for thinness, and drive for muscularity. Two years earlier they had viewed either 20 appearance-related television commercials (containing female thin ideals) or 20 non-appearance commercials as part of an experimental study. For girls, initial body dissatisfaction change in response to viewing appearance commercials at time 1 predicted subsequent body dissatisfaction and drive for thinness 2 years later, above and beyond the variance predicted by initial body dissatisfaction. Similar results were observed for boys' drive for thinness but not for body dissatisfaction. Overall, these results are consistent with a cumulative hypothesis of media exposure and body image development. Copyright © 2003 John Wiley & Sons, Ltd and Eating Disorders Association. [source] Relationship between the curriculum system and the understanding of nutritional terms in elementary school childrenINTERNATIONAL JOURNAL OF CONSUMER STUDIES, Issue 4 2002Yoko Suzuki Abstract To clarify the relation between the curriculum system and the understanding of nutrition terms, 944 students aged 8,12 years living in Japan, the USA and the UK, were asked about the recognition, medium for recognition, and understanding of nutrition terms. The effect of nutrition education from an early stage in elementary schools in the UK and the USA was confirmed. These results suggest the possibility of beginning nutrition education earlier in the elementary school in Japan. American students had paid attention to food labels. These results showed that a learning and teaching strategy founded on comprehensively based subjects in the USA had influenced good behaviour for dietary life. On the other hand, there was not a relationship between an understanding of nutrition terms and a developmental stage. Many students in three countries were influenced by television commercials to buy candy or soda. We think that it is important to develop a curriculum that includes practical learning and ensures hours of teaching for the purpose of acquirement of nutritional knowledge. It is also necessary to encourage critical thinking skills to evaluate television commercial messages through school lessons. [source] Primacy effect or recency effect?JOURNAL OF CONSUMER BEHAVIOUR, Issue 1 2010A long-term memory test of Super Bowl commercials The serial position effects for television commercials were tested within a naturalistic setting in this study, at both the micro level and the macro level. Television viewers' brand memory (recall and recognition) for the 2006 Super Bowl commercials were analyzed. At the micro level, the serial position of each commercial in a same commercial pod was measured. When the length of a commercial pod was controlled for, an earlier position for a commercial generated better brand recall. When the number of preceding ads was held constant, a commercial in a pod with fewer ads generated better brand recognition. At the macro level, the serial position of each commercial pod within the whole Super Bowl game broadcast was measured. The commercial pods at earlier positions generated better brand memory. Both findings confirmed a strong primacy effect. Managerial implications of the findings were also discussed. Copyright © 2009 John Wiley & Sons, Ltd. [source] The Role of Indigenous Peoples in Guatemalan Political Advertisements: An Ethnographic Content AnalysisCOMMUNICATION, CULTURE & CRITIQUE, Issue 3 2010Colleen Connolly-Ahern This study investigates the current status of indigenous peoples within Guatemalan society, as articulated in one of the most relevant forms of modern communication, political advertising, and defined by one of the most relevant forms of self-expression to the indigenous peoples of Guatemala, the traje. Using ethnographic content analysis, the study examines the roles and characterizations of indigenous people in 67 television commercials from across the Guatemalan political spectrum. Results indicate that indigenous people are most often seen as "crowd members," and are never given important roles, such as "candidate endorser" or "undecided voter." Overall, wearing traje is associated with helplessness and separateness. The commercials of Q'iché Maya candidate Rigoberta Menchú exhibited many of the same characteristics of other candidates. Le rôle des peuples autochtones dans les publicités politiques guatémaltèques : une analyse de contenu ethnographique Colleen Connolly-Ahern & Antoni Castells i Talens Cette étude explore le statut actuel des peuples autochtones dans la société guatémaltèque, telle qu'elle est articulée dans l'une des formes les plus appropriées de communication moderne, les publicités politiques, et telle que définie par l'une des formes d'expression des peuples autochtones du Guatemala les plus pertinentes, le «traje». Par une analyse de contenu ethnographique, l'étude explore les rôles et les représentations des peuples autochtones dans 67 publicités télévisées couvrant le spectre politique du Guatemala. Les résultats indiquent que les peuples autochtones sont le plus souvent vus comme des «membres de la foule». Ils n'ont jamais de rôles importants comme celui de «partisan d'un candidat» ou d'«électeur indécis'. Dans l'ensemble, le port du «traje» est associéà l'impuissance et à la différence. Les publicités de la candidate maya k'iche' Rigoberta Menchú présentaient plusieurs des mêmes caractéristiques que celles des autres candidats. El Rol de las Personas Indígenas en la Publicidad Política de Guatemala: Un Análisis de Contenido Etnográfico Colleen Connolly-Ahern & Antoni Castells i Talens Advertising and Public Relations College of Communications, Penn State University, State College, PA 16802, USA Resumen Este estudio investiga el estado corriente de las personas indígenas dentro de la sociedad Guatemalteca, articulado en una de las formas más relevantes de la comunicación moderna, la publicidad política, y definido por una de las formas más relevantes de auto expresión de las personas Indígenas de Guatemala, el traje. Usando un análisis de contenido etnográfico, este estudio examina los roles y las caracterizaciones de las personas indígenas en 67 comerciales de televisión a través del espectro político Guatemalteco. Los resultados indican que las personas indígenas son vistas más a menudo como "miembros de la multitud'' y nunca se les da roles importantes tales como ,,el candidato de la representación'' o ,,el votante indeciso. '' En general, el uso del traje está asociado con la impotencia y la separación. Los comerciales de la candidata Q'ich,e Maya Rigoberta Menchú exhibieron muchas de las mismas características de los otros candidatos. [source] | ||||||||||