Date of Award
1984
Document Type
Thesis
Degree Name
Master of Science
First Advisor
Jack Kirk
Second Advisor
Bernard Weinrich
Abstract
The purpose of this study was to determine if there are any significant differences in the attitudes of black as compared to white children toward television advertising.
Several researchers have previously concluded that the race of a child is a contributing factor to his or her attitude toward television advertising. However, these researchers compared black and white children in extremely different environments and from extremely different backgrounds. This study attempted to compare the attitudes of black and white children toward television advertising when those children live in similar environments, attend the same school, and are from similar socio-economic backgrounds.
A study was designed in which 200 children, aged eight through twelve, answered a questionnaire regarding their attitudes toward television advertising. Half of the children were white and half were black. All of the students attended the same elementary school in North St. Louis County. Through population statistics, it was determined that all of the children were members of the same general socio-economic group.
It was hypothesized that, if children lived in the same general environments, attended the same neighborhood school, and were members of the same general socio-economic class; there would be no significant differences in their attitudes toward television advertising, regardless of their race.
Statistical analysis of the data collected provided support for this hypothesis. It was found that there were very little differences in the scores of the two groups, and what differences were observed were not statistically significant.
These results led to the conclusion that, perhaps other factors such as socio-economic group, educational level of parents, income of parents, and other related factors are more important in determining the attitudes of children than race.
Recommended Citation
Wallis, Kathleen S., "The Effects of Race on the Attitudes of Children Toward Television Advertising" (1984). Theses. 1547.
https://digitalcommons.lindenwood.edu/theses/1547
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