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篇  名 電視兒童節目廣告內容分析及其對國小兒童之影響
並列篇名 Children's TV Commercials: IQs Content and Effects on Children
作  者 吳知賢
發表期刊 臺南師院學報
出版年份 1991 年
卷  期 24 期
頁  次 p.55~84
關鍵字
語言別 中文
中文摘要

本研究旨在分析國內電視兒童節目廣告內容,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、記億、理解及評價情形。
研究之受試樣本包括三種地區(市區、鄉鎮、偏遠)的八所國小,二、四、六年級各一班兒童,共計812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,亦能分辨節且與廣告。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。

英文摘要

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 1:5. 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.

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