The Federal Communication Commissions (FCC) interpretation of the Childrens Television Act (CTA) allows for commercialized program content to air as long as a paid advertisement does not run within the content of the program. It is the implications of advertising within a childs program, however, that is a topic of discussion in this thesis. Childrens programs often contain implicit merchandising that is embedded within its content.
The interpretation versus the intent of the CTA as it relates to program-length commercials and implicit merchandising is reviewed. In addition, discussion of monetary, social, legal and ethical implications of program-length commercials and implicit merchandising in both traditional commercial broadcast and the new media environment is presented.
The results of a previous content analysis test conducted on a current childrens television program are communicated, providing an initial glimpse of the amount of implicit merchandising within its content. Those results along with the issues discussed in this paper provide a foundation for future studies in this area.
| Identifer | oai:union.ndltd.org:TCU/oai:etd.tcu.edu:etd-05092008-140840 |
| Date | 09 May 2008 |
| Creators | Kirkham, Karalee |
| Contributors | Gerald Grotta |
| Publisher | Texas Christian University |
| Source Sets | Texas Christian University |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf, application/msword |
| Source | http://etd.tcu.edu/etdfiles/available/etd-05092008-140840/ |
| Rights | unrestricted, I hereby certify that, if appropriate, I have obtained and attached hereto a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to TCU or its agents the non-exclusive license to archive and make accessible, under the conditions specified below, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report. |
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