Abstract
A sample period of fifteen hours of children's television was recorded and each commercial announcement analyzed by two independent raters. Six broad areas were examined: general description; pictorial presentation; product presentation; pictorial characterization; buying rationale; and in‐program advertising. Food product advertising dominated the sample, with commercial announcements for sweets forming the largest group. Advertisements for sweets, snacks and breakfast foods were found to contain higher production values than other categories of advertisements. In most areas, advertisements conformed to current standards; however commercial announcements were found to portray a world characterized by stereotypes and lacking in ethnic diversity.
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