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011 _aBIB MATCHES WORLDCAT
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_dTOC
_dATU
043 _an-us---
050 0 0 _aLB1044.8.
_bF69 1996
082 0 _a305.23083
100 1 _aFox, Roy F.,
_eauthor.
_91032758
245 1 0 _aHarvesting minds :
_bhow TV commercials control kids /
_cRoy F. Fox ; foreword by George Gerbner.
264 1 _aWestport, Conn. :
_bPraeger,
_c1996.
300 _axx, 210 pages :
_billustrations ;
_c24 cm
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
504 _aIncludes bibliographical references (pages 197-202) and index.
505 0 _a1. Kids and commercials -- 2. How well do kids know commercials? -- 3. How do kids respond to commercials? -- 4. How do kids evaluate commercials? -- 5. How do commercials affect kids' behavior? -- 6. How do commercials affect kids' consumer behavior? -- 7. Conclusions and recommendations -- 8. What can we do right now?
520 _aWhat happens when kids are held captive to an endless stream of MTV-like television commercials? Armed with a tape recorder, Roy F. Fox, a language and literacy researcher, spent two years interviewing over 200 students in rural Missouri schools. Why? Because more than 8 million students in 40% of America's schools, every day, watch TV commercials as part of Channel One's news broadcast. Students read commercials far more often than they read Romeo and Juliet. These ads now constitute America's only national curriculum. In this ground-breaking study, Fox explores how these commercials affect kids' thinking, language, and behavior. He found that such ads do indeed help shape children into more active consumers. For example, months after a pizza commercial had stopped airing, students reported that one brief scene showed a couple on an airplane. The plane's seats, students noted, were "red with little blue squares that have arrows sticking out of them.".
520 8 _aAlso, kids "blurred" one type of TV text with another, often mistaking Pepsi ads for public service announcements. Kids "replayed" commercials by repeating or reconstructing an ad in some way - by singing songs, jingles, and catch-phrases; by cheering at sports events (one crowd at a school football game erupted into the Domino's pizza cheer); by creating art projects that mirrored specific commercials, and even by dreaming about commercials (the product, not the dreamer, is the star).
588 _aMachine converted from AACR2 source record.
650 0 _aCommercialism in schools
_zUnited States
_9579003
650 0 _aTelevision advertising and children
_zUnited States
_9579004
650 0 _aTelevision in education
_zUnited States
_9371638
907 _a.b10058680
_b11-07-17
_c27-10-15
942 _cB
945 _a305.23083 FOX
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