PEDIATRICS Vol. 53 No. 3 March 1974, pp. 431-435
This Article
Right arrow Full Text (PDF)
Right arrow P3Rs: Submit a response
Right arrow Alert me when this article is cited
Right arrow Alert me when P3Rs are posted
Right arrow Alert me if a correction is posted
Services
Right arrow E-mail this article to a friend
Right arrow Similar articles in this journal
Right arrow Similar articles in PubMed
Right arrow Alert me to new issues of the journal
Right arrow Add to My File Cabinet
Right arrow Download to citation manager
Right arrow reprints & permissions
Citing Articles
Right arrow Citing Articles via CrossRef
Right arrow Citing Articles via Google Scholar
Google Scholar
Right arrow Articles by Lewis, C. E.
Right arrow Articles by Lewis, M. A.
Right arrow Search for Related Content
PubMed
Right arrow PubMed Citation
Right arrow Articles by Lewis, C. E.
Right arrow Articles by Lewis, M. A.

The Impact of Television Commercials on Health-Related Beliefs and Behaviors of Children

Charles E. Lewis M.D.1 and Mary Ann Lewis R.N., M.S.1

1 University Elementary School and the Department of Medicine, UCLA School of Medicine, Los Angeles, California

Fifth and sixth grade students in two elementary schools were requested to watch television and describe several commercial "messages" related to health. Children were asked for their conclusions (inferences), if they believed the message, and if either they or their parents used the product advertised. Two hundred and eight students believed 70% of 781 commercials viewed. Forty-five percent of the children had used the product advertised, and 55% of their parents were said to be users. Of the children, 47% were "true believers" (accepting all messages as true). Personal experience and parental modeling behavior (use) increased the credibility of messages. The frequency of use of advertised products and acceptance of the messages as true was higher among children from lower socioeconomic backgrounds.

Submitted on September 7, 1973
Accepted on November 1, 1973