Host Selling vs. Premium TV Commercials: An Experimental Evaluation of Their Influence on Children

Abstract

An experimental analysis of host selling, premium, and announcer television commercials directed toward children was conducted. Stage of cognitive development, sex, and race of the children were assessed as well. Premium format commercials were more effective than host and announcer commercials in producing desired behavioral changes. Girls manifested more favorable attitudes toward the advertised product but there was no difference in the percentage of boys and girls who selected the advertised product. No differences were found between white and black children in attitude or recall but a higher percentage of white children selected the advertised product than did black children.