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題名：電視兒童節目廣告內容分析及其對國小兒童之影響
書刊名：臺南師院學報
作者：吳知賢
出版日期：1991
卷期：24
頁次：頁55-84
主題關鍵詞：內容；兒童；兒童節目；問卷；國小；意見；電視；廣告；調查
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(3) 博士論文(0) 專書(1) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:8
  • 點閱點閱:39
　　　　　本研究旨在分析國內電視兒立節目廣告內容，以及不同地區、年級、性別的國小兒童對兒童節目廣告的認識、記憶、理解及評價情形。 　　研究之受試樣本包括三種地發（市發、鄉鎮、偏遠）的八所國小，二、四、六年級各一班兒童，共8記12人。 　　本研究之主要發現為：1.兒童節目廣告播出時間約占節目的20％∼22％，半小時節目廣告可多達十八則，食品廣告最多，公益廣告及節目預告亦不少，其中不盡適宜兒童觀看，廣告製播手法亦有待加強。2.多數兒童均知道電視廣告的目的，亦能分辨節目與廣告。年紀較小及位居偏遠地區兒童認為廣告較好看，數量亦不嫌多。3.多數兒童渴望獲得廣告上的產品，尤其是低年級兒童及對廣告記憶較清楚者。購買原因大部份是廣告產品好吃或好玩，但女童因附贈品的誘因買產品的比例亦不低。多數兒童認為產品不如宣傳的好，廣告會騙人。4.多數兒童會向父母要求購買產品，但常遭拒絕，父母向子女進行消費教育的比例不高。5.國內對電視廣告的輔導仍有賴政府把關，對兒童廣告的檢查日趨嚴格。 童廣告的檢查日趨嚴格。
　　　　　The primary goals of this paper were (1). To analyze the content of children's TV advertising. (2). To assess the direct impact of TV advertising on children. Subjects were 812 elementary school children, grade 2, 4, 6, from city, rural, and remote areas. The main findings of this study were as follows: 1.The study showed the commercial-to-program time ratio in children's programs was 15. Snack foods and candies were the most popular type of products advertised. Adult programs promotional announcements as well as public service announcements consumed a significant portion of children's advertising too. The selling techniques and ethical questions were also examined. 2.The study showed that most children (80%) comprehended the purpose of advertising and could separate program from commercial. In assessing the direct impact on product preferences, the desire for the advertised product, and the rate of consuming advertised products, we found that children's age, their home environment, their TV viewing time were most effective predictors Based on the findings of this study, we suggest that parents, teachers, the government, TV networks as well as citizens' groups should work together in order to find appropriate ways to educate our children to be a wiser consumer. a wiser consumer.
期刊論文
1.Galst, J. P.、White, M. A.(1976)。The Unhealthy Persuader: The Reinforcing Value of Television and Children's Purchase-Influencing Attempts at the Supermarket。Child Development，47(4)，1089-1096。  new window
2.Roberts, D. F.、Christenson, P.、Gibson, W. A.、Modser, L.、Goldberg, M. E.(1980)。Developing discriminating consumers。Journal of Communication，30(3)，94-105。  new window
3.李仁芳(19810000)。兒童在家庭購買決策中影響地位之研究。輔仁學誌. 商學院之部，13，41-141。  延伸查詢new window
4.Wartella, E.、Ettema, J. S.(1974)。A cognitive developmental study of children's attention to television commercials。Communication Research，1(1)，69-88。  new window
5.Robertson, T. S.、Rossiter, J. R.(1976)。Short-run advertising effects on children: A field study。Journal of marketing Research，13(1)，68-70。  new window
6.Liebert, Diane E.、Sprafkin, Joyce N.、Liebert, Robert M.、Rubinstein, Eli A.(1977)。Effects of television commercial disclaimers on the product expectations of children。Journal of Communication，27(1)，118-124。  new window
7.蔡榮貴(19790600)。電視對我國兒童教育之影響。國立臺灣師範大學教育研究所集刊，21，281-409+411-417。  延伸查詢new window
8.甘夢龍(19731200)。看電視對國小兒童的影響。臺南師專學報，6，67-84。  延伸查詢new window
9.吳知賢(19900500)。電視暴力對國小兒童社會態度影響之研究。臺南師院學報，23，99-132。new window  延伸查詢new window
10.陳墉(19770400)。電視對兒童生活影響之研究。臺北師專學報，6，63-83。  延伸查詢new window
11.陳墉(19790100)。電視對兒童生活影響之研究。臺北師專學報，7，111-136。  延伸查詢new window
12.陸莉(19700600)。兒童看電視之調查研究。國民教育，17(9)，15-17。  延伸查詢new window
13.郭為藩(19800600)。電視影響兒童認知發展之研究。國立臺灣師範大學教育研究所集刊，22，21-128。  延伸查詢new window
14.張雲燕(19740300)。電視對兒童吸引力及其影響。實踐家政學報，5，123-140。  延伸查詢new window
15.楊志弘(1987)。兒童的電視世界--大眾傳播的觀點。豐泰幼教，14，3-6。  延伸查詢new window
16.Atkin, Charles、Heald, Gary(1977)。The content of children's toy and food commercials。Journal of Communication，27(1)，107-114。  new window
17.Barry, T.、Sheikh, A.(1977)。Race as a dimension in children's TV advertising: The need for more research。Journal of Advertising，6，5-10。  new window
18.Bever, T.、Smith, M.、Bengen, B.、Johnson, T.(1975)。Young viewers' troubling response to TV ads。Harvard Business Review，53(6)，109-120。  new window
19.Burr, Pat、Burr, Richard M.(1977)。Product Recognition and Premium Appeal。Journal of communication，27(1)，115-117。  new window
20.Caron, A.、Ward, S.(1975)。Gift decisions by kids and parents。Journal of Advertising，15(4)，12-20。  new window
21.Christenson, P. G.(1982)。Children's perceptions of TV commercials and products: The effects of PSAs。Communication Research，9(4)，491-524。  new window
22.Donohue, T.(1975)。Effect of commercials on black children。Journal of Advertising Research，15(6)，41-46。  new window
23.Donohue, T.、Meyer, T.、Henke, L.(1978)。Black and white children's perceptions of television commercials。Journal of Marketing，42，34-40。  new window
24.Donohue, T.、Henke, L. L.、Donohue, W. A.(1980)。Do Kids know what TV commercials intend?。Journal of Advertising Research，20(5)，51-57。  new window
25.Doolittle, J.、Pepper, R.(1975)。Children's TV and content。Journal of Broadcasting，19(3)，131-142。  new window
26.Feshach, S.、Feshbach, N. D.、Cohen, S. E.(1982)。Enhancing children's discrimination in response to television advertising: The effects of psychoeducational training in two elementary school-age group。Developmental review，2(4)，385-403。  new window
27.Galst, J. P.(1980)。Television food commercials and pro-nutritional public service announcements as determinants of young children's snack choices。Child Development，51，935-938。  new window
28.Gorn, G. J.、Goldberg, M. E.(1982)。Behavioral evidence of the effects of televised message on children。Journal of Consumer Research，9，200-205。  new window
29.Hendon, D.、McGann, A.、Hendon, B.(1978)。Children's age, intelligence and sex variables mediating reactions to TV commercials: Repetition and content complexity implications for advertisers。Journal of Advertising，7(3)，4-12。  new window
30.Levin, S. R.、Petros, T. V.、Petrella, F. W.(1982)。Preschoolers' awareness of television advertising。Child Development，53，933-937。  new window
31.Lewis, C. E.、Lewis, M. A.(1974)。The impact of television commercials on health-related beliefs and behaviors of children。Pediatrics，53(3)，431-435。  new window
32.Milavsky, J. R.、Pekowsky, B.、Stipp, H.(1975)。TV drug advertising and proprietary and illicit drug use among boys。Public Opinion Quarterly，39，457-481。  new window
33.Palmer, E. L.、McDowell, C. N.(1979)。The program commercial separations in children's television programming。Journal of Communication，29(3)，197-201。  new window
34.Peterson, P. E.、Jeffrey, D. G.、Bridgwater, C. A.、Dawson, B.(1984)。How Pronutrition Television Programming Affects Children's Dietary Habits。Developmental Psychology，20(1)，55-63。  new window
35.Resnik, A.、Stern, B.(1977)。Children's television advertising and brand choice: A laboratory experiment。Journal of Advertising，6(3)，11-17。  new window
36.Robertson, T.、Rossiter, J.(1974)。Children and commercial persuasion: An attribution theory analysis。Journal of Consumer Research，1(1)，13-20。  new window
37.Rossiter, J.(1977)。Reliability of a short test measuring children's attitudes toward TV commercials: Testing the defenses。Journal of Communication，24(4)，137-144。  new window
38.Rossiter, J. R.、Robertson, T. S.(1980)。Children's dispositions toward proprietary drugs and the role of television drug advertising。Public Opinion Quarterly，44(3)，316-329。  new window
39.Ross, R. P.、Campbell, T.、Huston-Stein, A.、Wright, J. C.(1981)。Nutritional misinformation of children: A developmental and experimental analysis of the effects of televised food commercials。Journal of Applied Developmental Psychology，1，329-347。  new window
40.Ross, R. P.、Campbell, T.、Wright, J. C.、Huston, A. C.、Rice, M. L.、Turk, P.(1984)。When celebrities talk, children listen: An experimental analysis of children's response to TV ads with celebrity endorsement。Journal of Applied Developmental Psychology，5，185-202。  new window
41.Sheikh, Anees A.、Moleski, L. Martin(1977)。Conflict in the family over commercials。Journal of Communication，27(1)，152-157。  new window
42.Sheikh, A.、Prasad, V. K.、Rao, T. R.(1974)。Children's TV commercials: A review of research。Journal of Communication，24(4)，126-136。  new window
43.Ward, S.(1972)。Children's reactions to commercials。Journal of Advertising Research，12(2)，37-45。  new window
44.Zukerman, P.、Ziegler, M.、Btevenson, H. W.(1978)。Children's viewing of television and recognition memory of commercials。Child Development，49，96-104。  new window
45.Jeffrey, D. B.、McLellarn, R. W.、Fox, D. T.(1982)。The Development of Children's Eating Habits: The Role of Television Commercials。Health Education Quarterly，9(2/3)，174-189。  new window
會議論文
1.Atkin, C.、Reeves, B.、Gibson, W.(1979)。Effects of television food advertising on children。The meeting of the Association for Education in Journalism。Houston, TX。  new window
2.Barry, T.(1978)。The effect of a modified disclaimer on inner city vs. suburban children。The meeting of the American Marketing Association。Boston。  new window
3.Meyer, T.、Donohue, T.、Henke, L.(1976)。Black children's perceptions of TV advertising: A cognitive developmental study。The meeting of the Speech Communication。San Francisco。  new window
研究報告
1.信誼基金會學前兒童教育研究發展中心(1987)。我國兒童電現節目現況之評估及未來製作方向之研究。  延伸查詢new window
2.Atkin, C.(1975)。Effects of television advertising on children-First year experimental evidence。Michigan State University。  new window
3.Atkin, C.(1975)。Effects of television advertising on children-Second year experimental evidence。Michigan State University。  new window
4.Atkin, C.(1975)。Effects of television advertising on children-Survey of children and mothers' responses to television commercials。Michigan State University。  new window
5.Atkin, C.(1975)。Effects of television advertising on children-Parent child communication in supermarket breakfast selection。East Lansing：Michigan State University。  new window
6.Atkin, C.(1975)。Effects of television advertising on children-Survey of preadolescents responses to television commercials。Michigan State University。  new window
學位論文
1.陳志恆(1969)。電視廣告對台北市兒童的影響(碩士論文)。國立政治大學。  延伸查詢new window
2.陳振國(1968)。臺灣電視兒童節目對兒童的影響(碩士論文)。政治大學。  延伸查詢new window
3.陳達群(1976)。兒童接觸電視程度與其若干個人因素之關係(碩士論文)。國立政治大學，臺北。  延伸查詢new window
4.Dussere, S.(1976)。The effect of television advertising on children's eating habits(博士論文)。University of Massachusetts，Amherst。  new window
5.Sharaga, S.(1974)。The effect of television advertising on children's nutrition attitudes, nutrition knowledge, and eating habits(博士論文)。Cornell University。  new window
6.楊文俊(1973)。電視暴力節目對兒童侵略性的影響(碩士論文)。國立政治大學。  延伸查詢new window
圖書
1.Ward, S.、Wackman, D. B.、Wartella, E.(1977)。How Children Learn to Buy: The Development of Consumer Information-Processing Skills。Beverly Hills, CA：Sage。  new window
2.吳知賢(1988)。不同類型國民小學兒童對兒童電視節目內容評價及收視習慣之分析。臺南市：文山書局。  延伸查詢new window
3.羅秀英(1981)。電視在兒童生活中所扮演的角色。  延伸查詢new window
4.Action for Children's Television(1980)。FTC Children's advertising rulemaking fact sheet。Newtonville, MA：ACT。  new window
5.Adler, Richard P.、Lesser, Gerald S.、Meringoff, Laurens K.、Robertson, Thomas S.、Rossiter, John R.、Ward, Scott(1977)。Research on the effects of television advertising on children。Washington, D. C.：U. S. Government Printing Office。  new window
6.Barcus, F. E.(1971)。Saturday children's television: A report on TV programming and advertising on Boston commercial television。Newtonville, MA：Action for Children's Television。  new window
7.Barcus, F. E.(1975)。Television in the after-school hours。Newtonville, MA：Action for Children's Television。  new window
8.Barcus, F. E.(1976)。Pre-Christmas advertising to children: A comparison of the advertising content of children's programs broadcast in April and November of 1975。Newronville, MA：Action for Children's Television。  new window
9.Barcus, F. E.(1977)。Children's television: An analysis of programming and advertising。New York：Praeger Publishers。  new window
10.Barcus, F. E.(1978)。Commercial children's television on weekends and weekday afternoons。Newtonville, MA：Action for Children's Television。  new window
11.Barcus, F. E.(1978)。Food advertising on children's television: An analysis of appeals and nutritional content。Newtonville, MA：Action for Children's Television。  new window
12.Barcus, F. E.(1983)。Images of life on children's television。New York：Praeger Publishers。  new window
13.National Science Foundation(1977)。Research on the effects of television advertising on children: A review of the literature and recommendations for future research。Washington, DC：National Science Foundation。  new window
14.Sterling, C. H.、Haight, T. R.(1978)。The mass media: Aspen Institute guide to communication industry trends。New York：Praeger Publishers。  new window
15.Winick, M. P.、Winick, C.(1979)。The television experience: What children see。Beverly Hills, CA：Sage Publications。  new window
單篇論文
1.Atkin, C.，Gibson, W.(1978)。Children's nutrition learning from television advertising，East Lansing：Michigan State University。  new window
2.Kunkel, D.(1986)。Children and host-selling television commercials，Lawrence：Department of Human Development, University of Kansas。  new window
其他
1.中華民國行政院新聞局(1990)。電視廣告製作規範。  延伸查詢new window
圖書論文
1.中華民國民意測驗協會(1986)。兒童收看電視情形暨電視節目對兒童之影響。民意測驗彙編。  延伸查詢new window
2.Barcus, F. E.(1981)。The nature of television advertising to children。Children and the faces of television。Academic Press。  new window
3.Bechtel, R. B.、Achelpohl, C.、Akers, R.(1972)。Correlates between observed behavior and questionnaire responses on television viewing。Television and social behavior, V. 4, Television in day-to-day life: Patterns of use。Washington, D. C.：U. S. Government Printing Office。  new window
4.Blatt, J.、Spencer, L.、Ward, S.(1972)。A cognitive developmental study of children's reactions to television advertising。Television and social behavior. V. 4: Television in day-to-day life: Patterns of use。Washington, D. C.：U. S. Government Printing Office。  new window
5.Gaines, L.、Esserman, J.(1981)。A quantitative study of young children's comprehension of television programs and commercials。Television advertising and children: Issues, research and findings。New York：Child Research Service。  new window
6.Ward, S.、Levinson, D.、Wackman, D.(1972)。Children's attention to television advertising。Television and social behavior (V. 4). television in day-to-day life: Patterns of use。Washington, D. C.：US Government Printing Office。  new window
7.Ward, Scott、Wackman, Daniel B.(1973)。Children's information processing of television advertising。New models for mass communication research。Beverly Hills, CA：Sage Publications。  new window
 
 
 
 
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