By Barrie Gunter

Challenge is becoming in regards to the effectiveness of tv advertisements legislation within the gentle of technological advancements within the media. the present swift progress of television systems in terrestrial, sattelite, and cable codecs will quickly movement into electronic transmission. those all provide possibilities for larger commercialization via ads on media that experience now not formerly been exploited. In democratic societies, there's a stress among freedom of speech rights and the damage that may be performed to childrens via advertisement messages. This publication explores all of those matters and appears to the longer term in contemplating how potent codes of perform and rules will develop.

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Entering the magical world of Bassett's and Beyond helps Ben to make up his mind as he and Barkley try lots of different sweets. Extensive pre- and posttesting was carried out before this commercial was finalized and broadcast on television, as Bassett's wanted both mothers and children not only to understand and like the advertising but also to recall the brand and the specific products. Focus groups were undertaken separately with girls, boys, and mothers to ensure the level of fantasy was seen as exciting rather than dangerous and to check that children could relate to the animated figures of the child and dog.

They carried out a survey of more than 800 children aged between 11 and 15 years, dividing them into smokers and nonsmokers and testing their exposure to sponsored sport and recall of branded cigarettes. Piepe et al. found a causal link between viewing sponsored sport and recall of the Benson and Hedges brand. Ledwith (1984) carried out a study of nearly 900 children aged from 11 to 16 years in the United Kingdom. Ledwith found that the children were most aware of those ciga- 28 CHAPTER 2 rette brands that frequently sponsored sporting events on television, and as a result, sponsorship by tobacco manufacturers acted as cigarette advertising, despite the fact such advertising is banned in the United Kingdom.

If children picked either of the first two pictures they were scored as correct. Sixty-nine percent of the children did choose one of those two pictures, and Bijmolt et al. concluded that this percentage of children was slightly above chance and went on to say that the children had some understanding of advertising. However, this is not a valid conclusion because children were scored as correct if they chose either of two out of the three pictures, and if they had guessed randomly, the children would have scored 66% correct.

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