Commercials in the Classroom: The Impact of Channel One Advertising

Describes a study of the effects of advertising, and attitudes to it, among young people exposed to Channel One, a 10-minute programme aimed at middle and high-school students and delivered on schooldays.

Commercials in the Classroom: The Impact of Channel One Advertising

Jeffrey E Brand and Bradley S Greenberg

Television advertising targeted to young people receives considerable negative criticism from parents, educators, and policy-makers (Ward, 1984; Young, 1990). The persuasive intent of a sales pitch targeted to teens, let alone preteens, makes all parties in that communication transaction uncomfortable (Pollay, 1986). Some ask, doesn't advertising produce excessive desire for products, regardless of need or usefulness? Given the relative suspicion toward TV advertising aimed at youth, it seems improbable that one could televise commercials in American public school rooms on a...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands