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How do children discriminate between programs and commercials? What is the nature of children's understanding of the concept of television advertising? What is the nature of children's memory for commercials?
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Advertising and Children How do children discriminate between programs and commercials? What is the nature of children's understanding of the concept of television advertising? What is the nature of children's memory for commercials? Program-commercial separation. Questions of children's awareness of programs as distinct from commercials revolve around the issue of what constitutes awareness. In evidence of shifts in attention level when commercials come on the screen an indication of "awareness?" Or must the child be able to articulate functional, conceptual explanations of the differences between the two types of content? Evidence from studies of children's attention to commercials suggests that children as young as three or four shift attention upward at the onset of a commercial (Wartella and Ettema, 1974; Zuckerman et al., 1978). Attention to the screen during the commercial has been found to decrease and then shift upward again at the onset of the second commercial in a...
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