Black and White Children: Perceptions of TV Commercials

To identify the consequences of TV advertising on different types of children, a study was conducted to discover the cognitive responses and extra-product expectations fostered by TV commercials for 2 specific groups: white and black chilren. Study findings serve to reinforce the black/white (race) disparity in awareness of commercials' motives that was consistently found in previous investigations. Results showed 3 main implications: 1. White, middle-class children tend to get more reasonable, nutritionally balanced meals. 2. Black children generally perceived the commercials' social relationships and goods as superior to their own situations. 3. Both groups more easily determine the purpose of the adult commercial than they did the child-oriented one. As pressure groups become more aware of age/race differences in children's perceptions of TV advertising and the expectations many ads foster, they are likely to lobby for increased regulation of childrens' TV advertising. Media and ad management must weigh alternatives and make appropriate changes or face enforced restrictions.