Influence of Television Commercials on Young Children

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To determine the influence of television commercials about toys and cereals on young children, forty-four children, ranging in age from four to seven years, were interviewed. The mothers of these children completed a questionnaire about their children's television viewing habits. The hypotheses examined the following areas: children's demands for advertised products, children's preferences and dislikes for commercials, the extent of parental yielding to children's requests, and parental discussion of television commercials. The data were analyzed by computing percentages, and it revealed several trends. The more television children watched, the more they demanded advertised products. Parents' discussion of television advertisements affected ... continued below

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v, 70 leaves

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Lam, Pamela Y. Y. May 1978.

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This thesis is part of the collection entitled: UNT Theses and Dissertations and was provided by UNT Libraries to Digital Library, a digital repository hosted by the UNT Libraries. It has been viewed 61 times , with 13 in the last month . More information about this thesis can be viewed below.

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  • Lam, Pamela Y. Y.

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Description

To determine the influence of television commercials about toys and cereals on young children, forty-four children, ranging in age from four to seven years, were interviewed. The mothers of these children completed a questionnaire about their children's television viewing habits. The hypotheses examined the following areas: children's demands for advertised products, children's preferences and dislikes for commercials, the extent of parental yielding to children's requests, and parental discussion of television commercials. The data were analyzed by computing percentages, and it revealed several trends. The more television children watched, the more they demanded advertised products. Parents' discussion of television advertisements affected the extent of parental yielding and the extent of children's demand for advertised products. This study supports findings reported in the related literature that television commercials affect young children's behavior.

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v, 70 leaves

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UNT Theses and Dissertations

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  • May 1978

Added to The UNT Digital Library

  • May 10, 2015, 6:16 a.m.

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  • June 12, 2016, 12:02 p.m.

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Citations, Rights, Re-Use

Lam, Pamela Y. Y. Influence of Television Commercials on Young Children, thesis, May 1978; Denton, Texas. (digital.library.unt.edu/ark:/67531/metadc504459/: accessed December 13, 2017), University of North Texas Libraries, Digital Library, digital.library.unt.edu; .