Timothy P. Meyer

BLACK AND WHITE CHILDREN: PERCEPTIONS OF TV COMMERCIALS

To what extent do they differ in sensing the intent and values of adult and child oriented commercials?

Ethnic Segmentation and Spanish-Language Television

Abstract In this article, the authors expand upon their previously published findings (9) on the use of Spanish-language broadcasting. Discriminant analysis was used to produce a profile of Mexican-Americans who prefer Spanish-language television over English-language television. A comparison of this profile with that previously derived for Spanish-language radio listeners indicates that while there is some overlap between these audiences, they are far from identical. The implications of these results should be considered by those anticipating implementing an ethnic segmentation strategy utilizing Spanish-language radio or television.

Learning about Television Commercials: The Impact of Instructional Units on Children's Perceptions of Motive and Intent.

The authors designed two instructional units—role‐playing and traditional—to examine if young children can be taught general and specific intent of television commercials. The results demonstrate that both treatment groups of children, ages six to seven, experienced significant increases in understanding of commercials.

Diversity in the ethnic media audience: A study of Spanish language broadcast preference in the U.S.

Abstract The present study hypothesized that the media use and preference of ethnic minorities may not be due solely to language ability or level of acculturation, but rather may be role specific. Individuals assume several different roles in the course of the average day and media use may reflect the expectations associated with these roles. It was further hypothesized that radio, which can be used in a wide variety of situational settings, would yield different typologies of people who preferred ethnic language stations. However, television, which is generally viewed just at home, was conceived of as more likely to yield a homogeneous user group. Data from 993 Mexican-Americans living in the Southwestern U.S. conformed to these expectations. Two distinct profiles of Mexican-Americans who preferred Spanish language radio were created. However, only one profile of Hispanics who preferred Spanish language television emerged. The findings have important implications for theory regarding the role media plays in the lives of immigrants and ethnic minorities as well as for practitioners designing communication messages for ethnic audiences.

A rules‐based study of television's role in the construction of social reality

A qualitative analysis of one couples conversational uses of mediated content is presented. Observations spanned a two‐year period. Data were categorized according to usage type and then examined from Lulls (1981) rules persective.

Perceptions and Misperceptions of Political Advertising

This study documents the tendency of hearers to misperceive the contents of paid political radio advertising, particularly for high-credibility candidates: they read in even more positive information than is in the actual ad.

Teenagers’ Perceptions of the Influence of Advertising and Price Versus Peers, Parents, Social Context, and Personal Choice on Their Consumer Behavior

This study examined the differences in the degree of perceived influence among teenagers regarding marketer- and nonmarketer controlled factors in the product categories of alcohol and clothing purchases. Results showed that personal choice and peer influence were crucial in both categories, especially during the pre--teen and early teen years; price was very important for current purchases; advertising was notably unimportant for alcohol but much more important for clothing.

College Students’ Perceptions of the Influence of Advertising and Price Versus Non-Marketer-Controlled Factors on Their Purchases of Brand-Name Athletic Shoes and Clothing

This studied examined how college students’ perceptions of various marketer-controlled and non-controlled factors affected their initial and current purchases of brand name athletic shoes and clothing. Results showed that non-marketer-controlled factors, most notably peer influences, were more important than those controlled by marketers, especially for first-time purchases and for young women.

The effectiveness of health disclosures within children's television commercials

In a study involving 164 children ages 3 to 14, the effectiveness of incorporating health information disclosures into actual television commercials was tested. Results indicated that most children were able to recall and make sense of such disclosures.