Violence and sex impair memory for television ads

Participants watched a violent, sexually explicit, or neutral TV program that contained 9 ads. Participants recalled the advertised brands. They also identified the advertised brands from slides of supermarket shelves. The next day, participants were telephoned and asked to recall again the advertised brands. Results showed better memory for people who saw the ads during a neutral program than for people who saw the ads during a violent or sexual program both immediately after exposure and 24 hr later. Violence and sex impaired memory for males and females of all ages, regardless of whether they liked programs containing violence and sex. These results suggest that sponsoring violent and sexually explicit TV programs might not be a profitable venture for advertisers.     

If the Television Program Bleeds, Memory for the Advertisement Recedes

In public surveys, the most common complaint about television is the amount of violence depicted on the screen. More than half the programs shown on television are violent, and hundreds of studies have shown that viewing TV violence causes an increase in societal violence. Nevertheless, advertisers continue to sponsor violent programs. For an advertisement to be effective, people should be able to remember the brand advertised and the message in the advertisement. This article reviews the effect of TV violence on memory for ads. A meta-analysis integrating the results from 12 studies involving more than 1,700 participants shows that TV violence impairs memory for ads. The impairment occurs for males and females, for children and adults, and for people who like and do not like to watch TV violence. These results suggest that sponsoring violent programs might not be a profitable venture for advertisers.     

When celebrities talk,children listen: An experimental analysis of children's responses to TV ads with celebrity endorsement

Two studies tested the effects of TV ads with celebrity endorsement on the product preference and understanding of 8- to 14-year-old boys. Study 1 compared two ads for a model racer. One had celebrity endorsement (by a famous race driver) and footage of real automobile racing featuring the celebrity (live action); the second had neither feature. Study 2 employed one ad for a different brand of model racer edited to generate a 2 (endorser presence) by 2 (inclusion of live racetrack action) factorial design. A total of 415 boys were exposed to one of the experimental ads or a control ad, embedded in a new animated children's adventure program. Preference for the advertised brand of model racer (pre- and postviewing) and a number of cognitive variables were assessed. Exposure to endorsement led to increased preference for the toy and belief that the celebrity was expert about the toy. Live action led to exaggerated estimates of the physical properties of the toy and the belief that the ad was not staged. The 8- to 10-year-olds associated the glamour of the endorser with the toy and were more reliant on his advice than were 11- to 14-year-olds. However, the two age groups were not differentially affected by the ads. Contrary to the speculation of many researchers, understanding about advertising intent and techniques and cynicism about ads had almost no influence on product preference after viewing.     

Entertaining Each Other?

Television (TV) is reemerging as a focal point for common experiences and community formation through the use of various digital technologies while viewing. A prominent example of this is second screening, or the use of various technologies to share reactions to and attitudes and opinions about what we see and hear while watching TV with other (virtual) viewers. We contend that second screening requires communication scholars to rethink the nature of the TV entertainment experience, as the practice increasingly blurs lines between interpersonal and mass communication processes. In this article, we introduce a conceptual model designed to identify key issues to be considered and addressed by those seeking to better understand entertainment experiences during socially shared TV viewing.     

Violence, Conflict, Trickery, and Other Story Themes in TV Ads for Food for Children

Stories in a sample of 92 television (TV) food ads aimed at children were analyzed for thematic and subtextual content. Violence as a surface theme ranked first in use receiving a nonzero score in 62% of the ads, followed by conflict (41%), achievement (24%), mood alteration (23%), enablement (18%), trickery (20%), and product dependence (8%). Cluster analysis identified six groupings of themes, with 64% of the ads characterized by some combination of violence, conflict, and trickery. Regarding subtexts, the computer-based Minnesota Contextual Content Analysis program evaluated the voiced material in ads in terms of four marker categories named "traditional (normative)", "practical", "emotional", and "analytic". It was found that the texts had a strong emphasis on the emotional subtext or thrust, and a pronounced underemphasis on the analytic context. These analyses identify possibly dubious content in a significant segment of children's TV viewing.     

That Was a Great Commercial,but What Were They Selling? Effects of Violence and Sex on Memory for Products in Television Commercials1

College students (N = 324) watched a television program containing violence, sex, or no violence or sex. Each program contained 3 violent ads, 3 sexual ads, and 3 neutral ads. Participants were less likely to remember the advertised brands when the ads were embedded in a violent or sexual program than when the ads were embedded in a neutral program. Violent ads were the least memorable. This memory impairment occurred for both males and females, regardless of the content of the ads. If advertisers want viewers to remember advertised brands, they should think twice about sponsoring programs containing violence and sex.     

How young children spend their time: television and other activities.

Time-use diaries were collected over a 3-year period for 2 cohorts of 2- and 4-year-old children. TV viewing declined with age. Time spent in reading and educational activities increased with age on weekdays but declined on weekends. Time-use patterns were sex-stereotyped, and sex differences increased with age. As individuals' time in educational activities, social interaction, and video games increased, their time watching entertainment TV declined, but time spent playing covaried positively with entertainment TV. Educational TV viewing was not related to time spent in non-TV activities. Maternal education and home environment quality predicted frequent viewing of educational TV programs and infrequent viewing of entertainment TV. The results do not support a simple displacement hypothesis; the relations of TV viewing to other activities depend on the program content, the nature of the competing activity, and the environmental context.     

Decreasing household television time: a pilot study of a combined behavioral and environmental intervention

Excessive TV viewing is associated with weight gain across the lifespan; thus developing strategies to decrease household viewing time may be an effective obesity prevention approach. This pilot study (n = 6 families) examined the feasibility and short‐term impact of a 2‐pronged environmental plus behavioral approach designed to reduce TV time in the entire family. The environmental manipulation involved placing TV Allowances (programmed to turn off power after family members had watched 75% of their baseline hours) on all TVs in the home. A kit with behavioral strategies for reducing TV time was also sent to the home each week and family members self‐monitored viewing time. Viewing was objectively assessed with the TV Allowances at baseline and at 8 weeks. A significant decrease in objectively measured TV viewing hours was observed, t(5) = 3.1, p = 0.03, 29.8 ± 10.3 versus 14.9 ± 6.0 h (equivalent of decreasing from 7.5 to 3.7 h per day). Fifty percent of families reduced their viewing time by ≥50%. The acceptability of the intervention was high, with 100% of families reporting they would recommend the TV Allowances to others. Further research is needed to test the long‐term efficacy of the program and its impact on weight. Copyright © 2006 John Wiley & Sons, Ltd.     

The Effects of Musical and Voice “Fit” on Responses to Advertisements1

Research on musical “fit” suggests that listeners might recall more of a radio advertisement if it features musical/voice content that corresponds with features of the advertised brand. This is because the music/voice should prime certain aspects of listeners' knowledge. Two studies were carried out to test this, each involving 5 specially prepared radio ads. The first indicated that musical fit enhanced recall of the products advertised, the brands advertised, and specific claims made during the course of the ad copy; and also participants' ratings of liking for the ad and likelihood of purchasing the advertised product. A second similar study considered voice fit and found that this could also promote recall of specific product claims and lead to higher ratings of liking for the ad and likelihood of purchasing the advertised product. These results confirm that both musical and voice fit can prime certain aspects of listeners' knowledge and also increase liking for ads, such that it might improve knowledge-based and affective responses to advertising. The theoretical implications of this are discussed in terms of the concept of involvement and what precisely is meant by musical/voice fit.     

Effect of television viewing on social–emotional competence of young Thai children

Exposure time, program content and cultural context may affect the impact of television (TV) on the social–emotional competence (SEC) of children. This study examined the effects of TV viewing on the SEC of Thai infants. The study was based on a Thai birth cohort study from which duration and content of TV viewing and data from the Modified Infant–Toddler Social and Emotional Assessment instrument at 1 and 3 years of age were available. Generalized estimating equations were used to examine whether scores below the 10th national percentile were associated with TV viewing duration. The relationship between viewing duration and SEC risk was quadratic rather than linear. Viewing duration of 30–120 min/day was associated with a decreased risk of low overall SEC compared to non-viewers after adjustments for confounding factors. However, the beneficial effect diminished when the duration exceeded 120 min/day. Viewing educational programs was associated with a risk reduction of having low overall SEC compared to non-educational programs. These results suggest that a short period of TV viewing may be beneficial for the SEC of Thai infants, especially if the programs are educational.     

The role of fantasies and dreams in the TV viewing—aggression relationship

The TV viewing habits of 391 8-year-old and 10-year-old Finnish children were related to their aggression, their aggressive and fear fantasies, and their dreams and fantasies about TV. Two measurements of aggression were made: peer-nominated aggression and self-rated aggression. TV viewing habits were measured by the amount of TV seen during a week and violence viewing, that is, how regularly violent TV serials were watched. Hypothetically, in addition to a direct relationship between TV viewing and aggression, there could also be an indirect relationship; for example, fantasizing might provide a link in the TV viewing-aggression relationship. There were significant positive correlations for the boys between TV viewing variables and aggression. There were also significant positive correlations between the amount of TV and televised violence viewing and fear and aggressive fantasies in general and with dreams and fantasies about actual TV programs seen. The correlations were less frequent for the girls. The same tendencies were evident for age groups and education. More frequent positive correlations were found with older children and regular classes than with younger children and music classes. The use of fantasy was also correlated positively with both peer-nominated and self-rated aggression. The results of the present study support the information-processing theory, which suggests that the more a child watches TV the more he or she has fantasies about the programs and rehearses the scenes viewed which, in turn, results in explicit aggressive behavior.     

The impact of infant-directed videos on parent-child interaction

This study assessed whether infant-directed videos designed to promote parent-child interactions actually support such engagement. Parents watched videos from the Baby Einstein or the Sesame Beginnings series for 2 weeks at home with their 12- or 18-month-old infants. Baby Einstein encourages parents to label objects and actions; Sesame Beginnings models activities in which parents can engage with their children. A control group was not provided videos for home viewing. In laboratory sessions, parent-child interactions were recorded during free play without TV, during the presentation of one of the videos, and immediately after watching. During viewing, interactions decreased in quantity and quality across groups; however, parents used video content as a basis for interaction. Coviewing Sesame Beginnings at home was positively associated with quantity of parent-child interaction during the initial free-play session. Furthermore, the quantity and quality of interactions were greater immediately following viewing of Sesame Beginnings than with Baby Einstein.     

The Nature and Predictive Value of Mothers' Beliefs Regarding Infants' and Toddlers' TV/Video Viewing: Applying the Integrative Model of Behavioral Prediction

Viewing television and video programming has become a normative behavior among U.S. infants and toddlers. Little is understood about the extent of parents' decision making regarding their young children's viewing, although numerous organizations are interested in reducing time spent viewing among infants and toddlers. Prior research has examined parents' belief in the educational value of TV/videos for young children and the predictive value of this belief for understanding infant and toddler viewing rates, although other possible salient beliefs remain largely unexplored. This study employs the integrative model of behavioral prediction to examine 30 maternal beliefs about infants' and toddlers' TV/video viewing, which were elicited from a prior sample of mothers. Results indicate that mothers tend to hold more positive than negative beliefs about the outcomes associated with young children's TV/video viewing and that the nature of the aggregate set of beliefs is predictive of their general attitudes and intentions to allow their children to view, as well as children's estimated viewing rates. Analyses also uncover multiple dimensions within the full set of beliefs, which explain more variance in mothers' attitudes and intentions and children's viewing than the uni-dimensional index. The theoretical and practical implications of the findings are discussed.     

Snacking while watching TV impairs food recall and promotes food intake on a later TV free test meal

Eating while viewing TV may impair memory of food intake and promote over‐consumption on a later meal. In Experiment 1, females ate a similar amount of snack–food either with or without TV. Later, participants who had snacked with TV ate more food on a TV‐free lunch and were less accurate in recalling their earlier snack–food intake. Experiment 2 explored whether the nature of the TV content might alter these effects. Using a similar design, females watched boring, sad or funny TV, or no‐TV at all. Relative to the no‐TV control, all TV while snacking conditions ate a similarly greater amount on the later TV‐free test lunch. Recall accuracy for the snack phase was also similarly poorer in all TV conditions. These findings suggest that eating with TV per se impacts on later food intake, and a mnemonic‐based explanation seems to be the best account for these findings. Copyright © 2010 John Wiley & Sons, Ltd.     

A preliminary study on the relationship between characteristics of TV content and delayed speech development in young children

Our previous population survey of 18-month-old children suggested an association between delayed language development and heavy TV viewing. We therefore collected all 85 videos described as children's favorites in that questionnaire to examine relationships between the characteristics of habitually viewed videos and language development. In the language delayed group, compared to the non-delayed group, the types of videos preferred more were “realistic animations” and “baby education” and the characteristics of videos were contained few close-ups of characters facing viewers, continued uninterruptedly between stories, had constant movement or transformation of characters, had a high frame rate of animation, and that adults readily kept on watching the videos even with the sound off. These characteristics were seen more in videos the above two types. These findings imply that habitual television/video viewing with characteristics that are not apt to elicit parent–child communication for long hours may affect delayed language development in young children.     

Gender and Race Portrayals on Spanish-Language Television

318 randomly selected television ads from India (from 2004) in three different languages (English, Hindi, and Tamil) were content analyzed to examine both the frequency of appearance and prevalence of gender stereotypes. Results indicate that there are more male than female central characters and voiceovers in Indian ads; stereotypical differences were also found in the type of credibility used by men and women, and the nature of the products they advertised and settings that males and females appeared in. Female central characters tended to be younger than their male counterparts and were more likely to be portrayed in relationship roles. Similarities and differences in gender role portrayals found in Indian television ads and those from other nations are also discussed.     

Cigarette Smoking in the Movies: The Influence of Product Placement on Attitudes Toward Smoking and Smokers1

Product placement in which actors use products on screen to promote those products, has received little research attention. The current research examines the effects of cigarette use in movies on various attitudes toward smoking and to ward the actor using the product. Participants (N= 120) viewed a 20‐min clip of Die Hard; half viewing a clip in which the lead character smoked, and half viewing a clip in which the lead character did not smoke. Nonsmokers who were low in need for cognition and who saw the lead character smoking reported more favorable attitudes about smoking. In addition smokers who saw the character smoking rated him as more appealing, while nonsmokers' ratings of the character were not affected by his smoking. Results are discussed in terms of the role of the placement of cigarettes in movies in the development of important smoking‐related attitudes.     

Frontal and parietal lobe involvement in the processing of pretence and intention

We assessed whether different processes might be at play during pretence understanding by examining breakdowns of performance in participants with acquired brain damage. In Experiment 1 patients with frontal or parietal lesions and neurologically intact adults were asked to categorize videos of pretend and real actions. In Experiment 2 participants saw three types of videos: real intentional actions, real accidental actions, and pretend actions. In one session they judged whether the actions they saw were intentional or accidental, and in a second session they judged whether the actions were real or pretend. Parietal patients had particular difficulties in the identification of pretend actions, and both parietal and frontal patients were more impaired than controls in understanding the intentional nature of pretence. Analyses of individual patients’ performance revealed that parietal lesions, and in particular lesions to the temporo-parietal junction, impaired the ability to discriminate pretend from real actions. However, this did not necessarily affect the discrimination of intentional from unintentional actions, which instead may be independently disrupted by damage to frontal areas. Moreover, spared ability to discriminate pretend actions from real actions, and intentional actions from accidental actions, did not grant a full conceptual understanding of the intentional nature of pretence. The implications for pretence understanding are discussed.     

The effects of a modeling film on social isolation in preschool children: A methodological investigation

Children in a Headstart program N=113) were assessed on two occasions using a naturalistic observation system and peer sociometric measures. Thirtytwo children were selected by O'Connor's (1969, 1972) convergent criteria of teacher rankings and being below 15% peer interaction frequency. Half of the children saw an experimental modeling film designed to teach children how to initiate entry into peer groups and half of the children saw a control film. The present investigation included methodological elements left uncontrolled in previous investigations. Results indicated no significant multivariate Fratios for treatment main effects, sociometric main effects, or treatment by sociometric interactions. This failure to replicate previous results with the O'Connor film raises serious methodological criticisms of previous work with socially withdrawn children.The author wishes to acknowledge the help of Jonni Gonso, Brian Rasmussen, and Phil Schuler in carrying out the data collection for this study. Thanks are also due for the invitation to do the research and the patience shown by the staff of Headstart, Bloomington, Indiana.     

Children's judgments of body size and distortion

Body size estimates of 69 children aged 5–13 years were obtained using a TV video methodology. Tasks included an adjustment procedure where children manipulated the width of their body image on a TV, and a discrete task, where they judged the accuracy of their TV image which was presented as either normal or distorted, that is, too wide or too thin. On the continuous task, judgments were more accurate on ascending trials where children had to increase the width of the image. On the discrete task, a signal detection analysis revealed older children were better in detecting size distortion in their images and that the differences were due to differences in the biological sensory system and not due to a bias to report that they were too fat or too thin. However, there were response bias differences between genders. Females were more likely to report size distortion with increasing age while males were less likely.