The Portrayal of Children's Activities in Television Commercials: A Content Analysis  

Oleh:

Peterson, Robin T.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Business Ethics vol. 17 no. 14 (Oct. 1998), page 1541-1549.
Topik: Portrayal; Children Activities; Television Commercials

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: BB27.34 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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This study used a content analysis of television commercials to analyze the depiction of pre-teens and teens. It uncovered evidence that children are not often depicted inscholastic roles in the commercials. Further, it found that when children are shown in these roles, the portrayal is frequently not favorable. Various implications of the findings and recommendations to advertisers are set forth. Foremost among these is that television commercials do not seem to be assisting in forming positive attitudes toward scholastic activities. More favorable depictions could improve the image of scholarly activity and assist in redcuting criticisms of television adverstising Advertiser's who seek action prescriptions as to how they might ethically depict children can benefit from application of the study results to their creative efforts.

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