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...