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University Microfilms International 300 North Zeeb Road Ann Arbor. Michigan 40106 USA St John s Road. Tyler s Green High Wycombe. Bucks. England HP10 8HR 7902081 BORNS, TINTTIHY HATTHEN THE IMPACT OF TELEVISION FOOD COMMERCIALS YOUNG CHILDREN. THE OHIO STATE UNIVERSITY, P H .D ., 1976 * 1 8 3 * . raUIMdOnil MO N. » » W M O ; A W M tK W . Ml W I N © 1978 TIMOTHY MATTHEW BURNS ALL RIGHTS RESERVED THE IMPACT OF TELEVISION FOOD COMMERCIALS ON YOUNG CHILDREN DISSERTATION Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy in the Graduate School of The Ohio State University By Timothy M. Burns, B.A., M.A. * * * + The Ohio State University 1978 Reading Committee: Dr. Alexander Frazier *u " p " °v».r T - V' Dr. Frederick Staub Advi ser Department of Early and Professor Isabel Miller Middle Childhood Education ACKNOWLEDGMENTS It is with sincere appreciation that I acknowledge the help provided by my major adviser, Professor Alexander Frazier. I also wish to acknowledge the professional and personal guidance of the other members of my committee, Professors Isabel Miller and Frederick Staub, who have been supportive of me both as a person and as a graduate student. My sincere thanks to the students, teachers, and administrators in the Pasadena, California Unified School System who participated in the research which resulted in this dissertation, and particular appreciation goes to my wife Kathy and our close personal friends, Mary Bologna and Jim McManus without whose encouragement and enthusiastic support I would never have completed this dissertation at such great distance from Ohio State University. VITA February 8 , 1944 .............Born - Defiance, Ohio 1966 ........................B - A. - Liberal Arts John Carroll University, Cleveland, Ohio 1970 ........................M.A. - English Literature Georgetown University Washington, D.C. 1967-1968 ................... Seventh Grade English, and Social Studies Teacher, Fairfax County Schools, Fairfax, Virginia 1968-1970 ................... Senior High School English Teacher (Grades 10, 11, 12), Fairfax County Schools, Fairfax, Virginia 1970..........................M.A., Georgetown University, Washington, D.C. 1970-1972 ................... Sixth and Seventh Grade English Teacher, The Columbus Academy for Boys, Columbus, Ohio 1972-1975 ................... Head of the Lower School (K-6), Columbus School for Girls, Columbus, Ohio 1975-1976 ................. Teaching Associate, Department of Early and Middle Childhood Education, The Ohio State Uni­ versity, Columbus, Ohio 1976-1978 ................... Headmaster, Mayfield Senior School, Pasadena, California FIELDS OF STUDY Major Field: Early and Middle Childhood Education Studies in Early and Middle Childhood Education Professor Alexander Frazier Studies in Early Childhood Education Professor Isabel Miller Studies in Educational Administration Professor Frederick Staub iii TABLE OF CONTENTS Page ACKNOWLEDGMENT ...................................... ii VITA ................................................... iii LIST OF TA BLES...................................... V LIST OF FI G U R E S .................................... viii Chapter I. INTRODUCTION ................................ 1 II. REVIEW OF THE LITERATURE RELATED TO THE EFFECTS OF TELEVISION AND TELEVISION ADVERTISING ON YOUNG CHILDREN .......... 17 III. METHODS AND PROCEDURES...................... 46 IV. PRESENTATION AND ANALYSIS OF D A T A ......... 77 V. SUMMARY AND CONCLUSIONS................... 133 APPENDICES A Definitions of Attributes ................. 166 B Instrument for Gathering Frequency Data for Commercials in the Content Analysis. 169 C Instrument for Gathering Product Data and Sales Persuasion Technique Information for the Content Analysis................. 172 D Random Number Table ........................ 175 E Instrument for Gathering Data Regarding Familiarity of Cereal Product, Cereal Package, and J i n g l e ..................... 177 F Parents' Questionnaire ...................... 183 G Instrument for Gathering Data for Familiarity with Cereals............................. 185 BIBLIOGRAPHY .......................................... 189 iv LIST OF TABLES Table Page 1. Study One: Reliance on Attributes of Product Data and Sales Persuasion Techniques for all Commercials...................................... 80 2. Study One: Use of Product Data Attributes in All Commercials............................... 81 3. Study One: Use of Sales Persuasion Technique Attributes in All Commercials................... 84 4. Study Two: Four-Year-Old Subjects' Famili­ arity with Product Appearance ................. 87 5. Study Two: Six-Year-Old Subjects' Famili­ arity with Product Appearance ................. 89 6. Study Two: Four-Year-Old Subjects' Famili­ arity with Packaging........................... 90 7. Study Two: Six-Year-Old Subjects' Famili­ arity with Packaging..............................92 8. Study Two: Four-Year-Old Subjects' Famili­ arity with Slogan/Jingle....................... 93 9. Study Two: Six-Year-Old Subjects’ Famili­ arity with Slogan/Jingle....................... 94 10. Study Two: Four-Year-Old Subjects' Famili­ arity with Cheerios Cereal in Three Attri­ butes of Product Appearance, Packaging, and Slogan/Jingle ................................. 96 11. Study Two: Four-Year-Old Subjects' Famili­ arity with Frosted Flakes Cereal in Three Attributes of Product Appearance, Packaging and Slogan/Jingle................................ 97 v Page Study Two: Four-Year-Old Subjects' Famili­ arity with Lucky Charms Cereal in Three Attributes of Product Appearance, Packaging and Slogan/Jingle .......................... 98 Study Two: Four-Year-Old Subjects' Famili­ arity with Raisin Bran Cereal in Three Attributes of Product Appearance, Packaging and Slogan/Jingle .......................... 99 Study Two: Four-Year-Old Subjects' Famili­ arity with Rice Krispies Cereal in Three Attributes of Product Appearance, Packaging and Slogan/Jingle .......................... 100 Study Two: Six-Year-Old Subjects' Famili­ arity with Cheerios Cereal in Three Attri­ butes of Product Appearance, Packaging and Slogan/Jingle .......................... 102 Study Two: Six-Year-Old Subjects' Famili­ arity with Frosted Flakes Cereal in Three Attributes of Product Appearance, Packaging and Slogan/Jingle .......................... 103 Study Two: Six-Year-Old Subjects' Famili­ arity with Lucky Charms Cereal in Three Attributes of Product Appearance, Packaging and Slogan/Jingle .......................... 104 Study Two: Six-Year-Old Subjects' Famili­ arity with Raisin Bran Cereal in Three Attributes of Product Appearance, Packaging and Slogan/Jingle ........................ * 105 Study Two: Six-Year-Old Subjects' Famili­ arity with Rice Krispies Cereal in Three Attributes of Product Appearance, Packaging and Slogan/Jingle .......................... 106 Study Two: Comparison of Familiarity with Product Appearance Between Four- and Six- Year-Old Subjects .......................... 109 Study Two: Comparison of Familiarity with Packaging Between Four- and Six-Year-Old Subjects .................................. 110 vi Table Page 22. Study Two: Comparison of Familiarity with Slogan/Jingle Between Four- and Six-Year- Old Subjects............................ Ill 23. Study Three: Four-Year-Old Children's Requests for Parents to Purchase Cereals . 116 24. Study Three: Six-Year-Old Children's Requests for Parents to Purchase Cereals......... 118 25. Study Three: Parents of Four-Year-Old Chil­ dren Purchasing Of Cereals as Result of Children's Requests ....................... 119 26.

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