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Television Commercials in Violent Programming: An Experimental Evaluation of their Effects on Children

University of Wisconsin-Milwaukee

Lois J. Smith

University of Wisconsin-Whitewater

Using an experimental method, this study found that when a commercial was viewed immediately following a high-violence dramatic programming segment, children's ad copy recognition scores were significantly lower and attitudes toward the ad and the advertised brand were significantly less favorable than when the commercial was viewed following a low-violence (but otherwise near-identical) program segment. The influence of program violence level on some advertising response measures was more pronounced when the commercial was positioned immediately following the dramatic programming segment than when immediately preceding it. The study cautions advertisers to examine carefully whether, in reaching for high audience ratings and cost efficiency through violent television programs, they may be sacrificing communication effectiveness of their brand advertising.

Journal of the Academy of Marketing Science, Vol. 22, No. 4, 340-351 (1994)
DOI: 10.1177/0092070394224003


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