Differences in attitudes toward TV advertising: VCR usage as a moderator

Article Abstract:

The rapid increase in the number of people who own video cassette recorders (VCRs) implies an erosion in the scope of broadcast television viewing. In addition, the greater control over program selection offered by the VCR also suggests that television commercials are removed during recording or bypassed during playback. The attitudes of VCR owners and non-owners, as well as tapers and non-tapers among VCR users, are compared to determine the impact of VCR popularity on television advertising. Attitudes varied significantly between VCR users who edit out television advertising and those who do not.

Usage, Beliefs, opinions and attitudes, Video tape recorders and recording, Videocassette recorders, Videotape recording, Consumers, Attitudes

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Is television advertising good for children? Areas of concern and policy implications

Article Abstract:

Research into the main areas of concern with respect to the effects that television advertising has on children is presented. It is emphasized that advertisers exploit children's vulnerability and that television should not replace family and school-based ethics.

Social aspects, Advertising and children, Television advertising and children

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