Regulation of Television advertising

Regulation of television advertising typically covers both the time devoted to commercials and restrictions on the commodities or services that can be publicized to various audiences (stricter laws often apply to children’s programming). Time restrictions (advertising caps) may improve welfare when advertising is overprovided in the market system. Even then, such caps may reduce the diversity of programming by curtailing revenues from programs. They may also decrease program net quality (including the direct benefit to viewers). Restricting advertising of particular products (such as cigarettes) likely reflects paternalistic altruism, but restrictions may be less efficient than appropriate taxes.television, advertising, regulation, length caps, advertising content

The Market for Television Advertising: Model and Evidence

We provide a model of television advertising based on an explicit characterization of an advertisement's contribution to an advertiser's profits that suggests that each program faces a downward sloping demand for its ad time. Hence Fournier and Martin's (1983) "law of one price" does not hold in our model. We study these contrasting arguments about television advertising by examining the pricing of broadcast network advertising. In conducting this empirical examination we encounter and solve a severe multicollinearity problem. We conclude that the evidence supports the advertising model presented in this paper and demonstrates segmentation between cable and broadcast viewers in the national television advertising market.broadcast, cable, market segmentation, multicollinearity,

Children and Television Advertising

I am particularly frustrated by the lack of debate on issues concerning the media and children in this country. That may be a sweeping statement but we tend to react rather than take an active interest in trying to influence things. These reactions tend to be shaped by moral panics. There is nothing as depressing as a moral panic that arises, usually in the area of violence, every year or two, in response to something happening near us, for example in Manchester, Liverpool or perhaps closer to home. The same tired old arguments and positions are taken with little sign of real thinking or that, as an educated adult group, we are moving on and informing ourselves a little more about the issues. That is my way of saying that I think this conference is a great idea and the organizers are to be praised for getting it together

Perception Of Television Advertising From Chinas Young Generation

This paper aims to examine the elements employed in television advertising, which affect consumer attitudes toward advertised products and brands. 384 young Chinese responded to a survey questionnaire. This paper finds that celebrity endorsement positively affects creativity in television advertising. The credibility of television advertisement positively affects the recall of products and brands. Celebrities in television advertising or people who have professional knowledge as endorsers decrease the credibility of television advertisements contrary to the results of previous research. Creativity in television advertising has a negative effect on the recalls of products and brands. This paper offers insight about the young generations perception of television advertising in China. It provides a debated perspective that creativity in television advertising negatively affects product and brand recalls

Adolescent Exposure to Food Advertising on Television

Summarizes a study of the link between adolescents' exposure to television advertising for healthy and unhealthy foods and rates of obesity. Compares data by type of food product and race/ethnicity

Buying Time 2000: Television Advertising in the 2000 Federal Elections

Summarizes a study of political television advertising in the 2000 federal primaries and elections with a focus on the use of the issue ad loophole to evade campaign finance laws. Questions the standard used to differentiate issue ads from election ads

Messages of Individualism in French, Spanish, and American Television Advertising

Individualism is a central value in French, Spanish, and American cultures. However, what it means to be an individual and how this is expressed varies among cultures. This study explores the ways that television advertising reflects individualism in French, Spanish, and American cultures and uses a qualitative approach that allows coding categories to emerge from the three countries\u27 samples rather than imposing previously defined categories from a single culture. The study identifies six main advertising message strategies across the three cultures: the Efficient Individual, the Sensual Individual, the Attractive/Healthy Individual, the Esteemed Individual, the Performant(e) Individual, and the Intellectual Individual. The six strategies vary in frequency with some claims used more than others. Differences within cultures are also identified and implications for the issues of standardization and specialization are discussed