Previous Chapter Chapter 4: The Program-Length Commercial: A Study of the Effects of Television/Toy Tie-Ins on Imaginative Play Next Chapter

By: Patricia Marks Greenfield, Emily Yut, Mabel Chung, Deborah Land, Holly Kreider, Maurice Pantoja & Kris Horsley

In: Children & Television: Images in a Changing Sociocultural World

Chapter 4: The Program-Length Commercial: A Study of the Effects of Television/Toy Tie-Ins on Imaginative Play

  • Citations
  • Add to My List
  • Text Size

The Program-Length Commercial: A Study of the Effects of Television/Toy Tie-Ins on Imaginative Play
The program-length commercial: A study of the effects of television/toy tie-ins on imaginative play
PatriciaMarksGreenfield, EmilyYut, MabelChung, DeborahLand, HollyKreider, MauricePantoja, KrisHorsley

Television has become a major tool for marketing to children. One estimate is that children view more than 20,000 television commercials annually (Adler et al., 1977). However, the use of television to market to children goes beyond commercials. Television programs themselves have become part of the marketing effort. For example, in host selling, the same characters that appear in a program are used in adjacent commercials (Kunkel, 1988a).

The focus of the present research is a second, newer method of using the TV program itself to market to children: product-based programs. As part ...

Looks like you do not have access to this content.

Login

Don’t know how to login?

Click here for free trial login.

Back to Top

Copy and paste the following HTML into your website