Com 132TodayNewsAdvertisingCommercials viewed per year by childrenHow much per hour (Kunkel & Gantz, 1992)Nature of the Child ViewerBecause of this, what might we expect?Commercials for what?Before X-masPowerPoint PresentationSlide 12Slide 13Unable to differentiate between the content and the advertisementsSlide 15Advertising Primary effectsSecondary effectsMcDonaldsGlobal View of Unhealthy Eating Advertising EffectsSlide 20Slide 21Slide 22Slide 23Slide 24More recentSlide 26Dale Kunkel Travels to Inform CongressSlide 28Television PolicyIssuesSlide 31Slide 32FCCIndecency Policy IssuesFCC v PacificaChildren and Television PolicySlide 37Slide 38Advertising Policy IssuesPolicyCTACTA of 1990- responses by industryPolitical Climate Change in 90’sClinton administrationClinton Administration“Core” Programs mustThree hour ruleProgramsAPPC StudySlide 50Assignment #2Content AnalysisCodingCom 132Lect 5w -10/28/15TodayExam 1 MondayNews PolicyAssignment #2Content Analysis practiceNewshttp://variety.com/2015/tv/columns/american-horror-story-wicked-city-sexual-violence-1201626519/AdvertisingCommercials viewed per year by children1977- 20,0001980’s- 30,0001990’s- 40,000Why?How much per hour (Kunkel & Gantz, 1992)10:05 – Networks9:37 – Independents7:49 – CableNature of the Child ViewerIncomplete schemaLess experience to make real world connectionsUnable to make sense of more cues understood by older peopleBecause of this, what might we expect?Adult ads have little effect on children (Gorn and Florsheim, 1985)Unable to differentiate between the content and the advertisementsUnderstand that commercials are meant to sell them somethingTrust television imagesUnable to make sense of the disclosure statementsCommercials for what?Toys (18%, 17%)Cereal (25%, 31%)Candy (29%, 32%)Fast Food (10%, 9%)Market shares for Barcus (1977), Kunkel & Gantz, (1992)Before X-masToys Ads go from 1/5-1/6 of all commercials to ½ or more.A Content Analysis of Health and Physical Activity Messages Marketed to African American Children During After-School Television Programminghttp://archpedi.jamanetwork.com/article.aspx?articleid=204838Arch Pediatr Adolesc Med. 2006 Apr;160(4):432-5.36.3% of all commercials were based on fast food restaurants, 31.3% were for drinks, 16.8% were for candy, 13.7% were for cereals, and 2.0% were for snacksUnable to differentiate between the content and the advertisementsViewers under the age of about 5 cannot differentiate (Ward, et al. 1972)5-7 year olds were about 55-64% of the time correct (a little over chance).Even commercial separators did not work.Are you ready for a commercial? Ready? Here comes a commercial. The commercial is over. Now let’s go back and see the program again.4 yr olds – 76%, 6 yr olds – 80%8 yr olds – 91% (Ballard-Campbell, 1983)Advertising Primary effectsAdvertisers goals:Actual purchaseBrandingPurchase influenceAtkin, 1978, 1984Secondary effectsEating habitsGorn & Coldberg (1982) showed good and bad food ads at camp, those who saw good ate good food, and bad ate bad.Persist over lifetime (Jacobson & Maxwell, 1994)Exposure ~ alcohol expectancies ~ drinking behaviorsBody Image IdealMaterialistic attitudes- consumerismFamily ConflictMcDonalds1998 $486 million globally in ads40% directly to childrenGlobal View of Unhealthy Eating Advertising EffectsBroadcasting bad health Why food marketing to children needs to be controlledA report by the International Association of Consumer Food Organizations for the World Health Organization consultation on a global strategy for diet and healthhttp://www.foodcomm.org.uk/Broadcasting_bahttp://www.foodcomm.org.uk/Broadcasting_bad_health.pdfd_health.pdfMore recentBatada, Ameena, et al. (2008) "Nine out of 10 food advertisements shown during Saturday morning children’s television programming are for foods high in fat, sodium, or added sugars, or low in nutrients." Journal of the American Dietetic Association 108.4 : 673-678.DOI: 10.1016/j.jada.2008.01.015Dale Kunkel Travels to Inform Congresshttp://www.foodpolitics.com/wp-content/uploads/Kunkel-stmt-10-12-11.pdfTelevision PolicyWhy do we want to impose policy?IssuesProtect ChildrenUnfair audience for advertisementsLimit Violent ContentLimit Sexual ContentHow as a society can we justify controlling a medium of expression? (free speech)EMS is a limited public resourceCable/Satellite not the same in that it is:Not (as) limited or publicInvited into the home (paid for)FCCIssues licenses to use EMSRequires that broadcast television “serve the public interest”Indecency Policy IssuesFCC regulated:Indecent material “language or material that depicts or describes, in terms of patently offensive as measured by contemporary community standards for the broadcast medium, sexual or excretory activities or organs.”http://www.fcc.gov/guides/obscenity-indecency-and-profanityFCC v Pacifica“Safe harbor approach”Restricts indecent material to 10pm- 6am24 hour ban has been found to be unconstitutional (tried again in the early 1990’s)Children and Television PolicyAdvertisingIncomplete schemaDifferentiation between show and commercialPersuasive intentSexViolenceUnable to differentiate between the content and the advertisementsViewers under the age of about 5 cannot differentiate (Ward, et al. 1972)5-7 year olds were about 55-64% of the time correct (a little over chance).Even commercial separators (bumpers) did not work.Are you ready for a commercial? Ready? Here comes a commercial. The commercial is over. Now let’s go back and see the program again.4 yr olds – 76%, 6 yr olds – 80%8 yr olds – 91% (Ballard-Campbell, 1983)Advertising Policy IssuesFCC in 1974 due to Action for Children’s Television (ACT) lobby12 min/hr weekdays, 9.5 min/hr weekendsClear separation, no….Bumpers (5 seconds)Host SellingProgram Length CommercialsPolicy70’s- outcry, protection80’s deregulation, in part because of cable tv90’s studies commissioned, CTA, more protection2000’s, FCC fines, food ads to kidsCTATried to regain some of the rules for commercialsProgram Length Commercials??Too difficult to say that we cannot have shows that already exist.CTA of 1990-