Television advertising exposure and children’s nutritional awareness

The nutritional implications of children’s advertising has bean an issue of interest for nearly two decades. This study examines the relationship between the amount of a child’s exposure to television commercials and a child’s nutritional awareness. Nutritional awareness is measured by tests for nutritional knowledge and level of understanding of nutritional phraseology. The results indicate that exposure to television advertising during times characterized by a high proportion of child-oriented commercials is associated with lower scores on nutritional knowledge and understanding of nutritional phraseology. This relationship was not found for times characterized by a mixture of child- and nonchild-oriented advertising. Exposure to nonchild-oriented commercials was found to correlate with higher nutritional knowledge scores. The implications of these findings are discussed.     

A circumplex model for the behavioral constructs towards television advertising

The purpose of this study was to test the proposed model in order to explain some ambiguity in the advertising process. The model was formulated by focusing attention on relevant socio-psychological parameters motivating television viewers regarding television commercials. The fundamental structure of this model stemmed from a theory advanced by Louis Guttman. Utilizing this theory, an attempt was made to demonstrate empirically the advertising process from the consumer-viewer side.     

Enhancing television advertising: same-language subtitles can improve brand recall,verbal memory,and behavioral intent

This research explores how same-language subtitles—on-screen text that matches the spoken language—can enhance advertising effectiveness for television commercials on normal viewing audiences outside of foreign-language or deaf-viewer contexts. A preliminary eye-tracker study shows that same-language subtitles capture disproportionate visual attention, and a first study highlights that same-language commercial subtitles can increase brand recall and memory of other verbal ad information. Three further studies using 12 additional ads reinforce the positive effects of subtitles and show how same-language subtitle effectiveness varies with changes in visual and verbal ad complexity. In addition to showing how subtitles can increase behavioral intent, results also highlight how varying subtitle content affects memory gains and illustrate how subtitles can lead to negative effects in the uncommon situation that brand information is missing from the audio. As the efficacy of television advertising becomes increasingly debated, same-language subtitling is a simple way to boost advertising effectiveness.     

Claim recall and irritation in television commercials: An advertising effectiveness study

The purpose of this research was to measure the relationship between advertising effectiveness and the levels of irritation possessed by the advertisements. A set of television commercials was first assigned to an empirically-derived irritation continuum. Subjects were exposed to the commercials and claim-recall measures were taken immediately after exposure and 48 hours later. Results indicate that both highly irritating and relatively pleasant advertising messages generated higher claim recall than did advertising which was neutral in this dimension. Acknowledgements: The author would like to thank Professor Edwin C. Hackleman for his guidance and assistance in the preparation of this paper.     

Consumer information cues in television advertising: A cross country analysis

This paper compares the number of consumer information cues found in television advertisements in three countries: Australia, Ecuador, and the United States. Earlier studies conducted by Resnick and Stern in the United States and Dowling in Australia were replicated in Ecuador. Content analysis of 108 Ecuadorian television advertisements evaluated the number and types of information cues in each commercial. Results indicate that a much greater proportion of Ecuadorian television commercials contain consumer information cues than those broadcast in the other two countries. The explanation suggested for this observation is that Ecuador, due to its level of economic development, has many more products in the introductory stages of the product life cycle. This situation, in turn, requires more extensive communication of consumer information to market the products effectively. This finding implies an additional dimension, information content level, which must be considered when adapting international campaigns to conditions in developing countries.     

Exploring deception and puffery in television advertising

Public policy decisions dealing with deceptive advertising have relied extensively on case-by-case adjudication with the Federal Trade Commission. Unfortunately, behavioral evidence has not been considered in the vast majority of these cases. The final determination rests with the Commission’s own expertise in judging an advertisement’s “capacity to deceive.” Consumer response data are not required, although recent developments suggest the FTC is seriously considering the inclusion of meaningful behavioral evidence in policymaking and adjudicative proceedings. This study is one of a series dealing with dimensions of perceived deception across different respondent populations (including students, lawyers, housewives, children, and minority groups). The focus here is on the semantics of deception, i.e., the way in which subjects evaluate selected television commercials which were unofficially rated for deception by FTC staff attorneys. The factor analytic paradigm provides one approach for generating summaries of viewer’s evaluative (affective) responses, and thereby providing some normative or benchmark data of potential value in the regulatory process.     

中国各地区电视动画产量变动研究：2007～2012

2007～2012年,中国少数地区生产了全国大部分电视动画.国家动画产业基地在电视动画生产方面发挥了重要作用.各地区电视动画产量及排名可以反映出国家动画产业基地电视动画产量的变化.有国家动画产业基地的地区要经营好基地,没有国家动画产业基地的地区需要在做好基础并扎实推进的基础上,努力申请国家动画产业基地.     

Children's responses to TV advertising: Product versus premium orientation

Attention has focused on a call for a ban on premium offers in children's television ads. Key considerations for proposing a ban was reflected in the FTC's statements regarding the confusion and difficulties of choice when the injection of a premium becomes the selling point rather than product merit. The sparsity of previous research in this area led to this exploration of television advertising viewing of different commercial content as it affects the “consumer learning process” of a child. This basically involves a continuum of learning, from the simplest recall of specific marketing-oriented elements such as identification of product or sponsor to the more complex level of understanding the use or value of a particular product or service. Trends noted in this study give additional insight to the marketing practitioner concerning the types of elements a child can assimilate and to the child's understanding of the message.     

我国国有与股份制商业银行规模经济的比较——基于1995～2005年数据的分析

文章以我国1995~2005年的银行数据为样本,比较分析一直以来都让世人所关注的我国不同所有制商业银行的规模经济问题。在对国内外有关银行业规模经济问题研究的文献综述基础上,通过大量相关具体数据对我国银行业的市场结构及效益问题进行经验性的判断比较,最后运用超越对数成本函数对我国国有商业银行与股份制商业银行的规模经济问题进行实证比较分析,并得出结论:从总体上看,我国商业银行规模系数变化不大,但近几年来在规模效率方面,国有商业银行相对于股份制商业银行来说进步更为显著。     

Situational factors affecting Preschoolers' responses to advertising

The effectiveness of advertising directed at preschool children was investigated. An experimental design, crossing program type, social condition of viewing, and frequency of exposure to commercials was utilized. Results indicate the possibility that young children's preferences are only affected under special circumstances. This paper is part of Doctoral Dissertation completed at the University of Illinois.     

云南、广西影视业比较研究

云南和广西两省区发展影视业的资源都十分丰富,它们的影视业都曾取得了重要成就,但近年来云南影视业在国内外的影响都大大超过了广西。广西应借鉴云南发展影视业的成功经验,大力发掘和表现少数民族文化、合理建设影视基地以及加强与东盟合作等,从而进一步促进广西影视业的发展。     

刘少奇对认识和发展社会主义经济体制的探索

建国以后,刘少奇从国情出发,在坚持社会主义基本经济制度的前提下,对社会主义公有制经济的公有化程度、分配形式,社会主义条件下的商品生产、计划与自由市场的关系,个体、私营经济存在的作用,公有制经济的实现形式等进行了探索研究,并提出了一系列具有重要意义的改革主张。     

电视文学片的误区

电视文学片是运用电视的技术和艺术手段,将文学电视化,从而给人以审美情趣的电视艺术作品。它包括电视散文、电视诗、电视报告文学等。但从形象、意蕴以及电视媒体特性角度,都说明电视文学片的非文学性。因此,作为大众媒体,电视是不适合发展文学片的。     

浅谈数字电视发射机技术的发展

经过近十几年的努力,数字电视地面广播所必需的数字电视发射机技术有了飞速的发展.本文简要介绍了国内外近年在数字电视发射机研制方面的进展,讨论了我国今后几年在数字电视发射机研制方面需要解决的若干技术问题.     

基于产经调查的电视媒体发展策略研究

随着市场经济的快速发展,随着全球经济一体化的进一步深入,广播电视产业的二重性功能越来越明显。产经调查可以帮助广播电视业认识自身的发展目标,推动产业向纵深发展,通过调查可以更好地促使广播电视事业的科学发展。从广播电视产品传播的特点看,其既是一种物质性产业又是一种非物质性产业,通过产经调查可以把广播电视业的物质性和非物质性融合在一起,从而能够更好地形成信息产品、精神产品。     

Double jeopardy in television program choice

Double jeopardy is a phenomenon in which a brand with a low market share not only has fewer customers, but these customers are not very brand loyal. This note reports the results of a study designed to investigate the occurrence of this double jeopardy phenomenon in television program choice. Survey data show that double jeopardy is especially prevalent in television programs that directly compete with each other. Double jeopardy in television program choice may be the consequence of asymmetry in awareness of television programs. He received his M.S. in Management Science and Ph.D. in Marketing from the University of Texas at Austin. His work in the areas of research methodology, comparative and outdoor advertising, and Hispanic consumer research have appeared in several marketing and advertising journals includingMarketing Science, Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Advertising, Journal of Advertising Research, Psychology and Marketing, andMarketing Letters.     

中国城市老年影视人口综合服务模式创新研究

本文基于市场人口学视角,以市场化和资源均衡目标为引导,对我国城市老年影视人口综合服务模式进行了深入研究。在探讨城市老年影视人口服务产业发展驱动因素的基础上,提出了“家庭、社区、机构”三位一体的城市老年影视人口综合服务模式,以期对优化城市老年影视人口综合服务结构、提升服务内容及创新服务模式有所裨益。     

建设综合强大的广播电视监管平台浅析

建设综合强大的广播电视监管平台,具有重要的作用和现实的意义,同时也是我国广播电视生产力发展水平的客观现实和要求。应建立类别清晰、内容广泛、技术先进的广播电视综合监测系统,为依法科学管理广播电视奠定坚实的基础。     

Measuring children's attitudes toward TV commercials: An instrument reliability test

The research deals with an investigation of the reliability of a seven-item test developed by Rossiter (1977) to investigate children's attitudes toward TV commercials. A comparative analysis of the internal-consistency reliability, using Cronbach's alpha, and testretest reliability, using Pearson's r, is presented for two previous studies and the current effort. The effects of extension to a more diverse socioeconomic spectrum and to younger children are discussed. It is concluded that the test should be lengthened and administered to midmiddle and higher SES children. The latter condition is stated since reading skills appear to impinge on reliability scores. This research was supported by a fellowship and grant from the Faculty Research Fund, Western Michigan University. The author is indebted to Professor John R. Rossiter for suggestions concerning this task.     

中国彩电反倾销案败诉的原因及启示

1983年以来,我国彩电出口多次遭遇一些国家的反倾销调查.2004年美国对中国彩电反倾销案启示我们:积极应对反倾销争取企业单独反倾销税率是中国企业的当务之急,而加强技术创新,努力提高中高端产品的出口比例则是规避国外反倾销的长远之策.