Overview
What happens when kids are held captive to an endless stream of MTV-like television commercials? Armed with a tape recorder, Roy F. Fox, a language and literacy researcher, spent two years interviewing over 200 students in rural Missouri schools. Why? Because more than eight million students in 40% of America's schools, every day, watch TV commercials as part of Channel One's news broadcast. Students read commercials far more often than they read Romeo and Juliet. These ads now constitute America's only national curriculum. In this ground-breaking study, Fox explores how these commercials affect kids' thinking, language, and behavior. He found that such ads do indeed help shape children into more active consumers. For example, months after a pizza commercial had stopped airing, students reported that one brief scene showed a couple on an airplane. The plane's seats, students noted, were red with little blue squares that have arrows sticking out of them. Also, kids blurred one type of TV text with another, often mistaking Pepsi ads for public service announcements. Kids replayed commercials by repeating or reconstructing an ad in some way—by singing songs, jingles, and catch-phrases; by cheering at sports events (one crowd at a school football game erupted into the Domino's Pizza cheer); by creating art projects that mirrored specific commercials, and even by dreaming about commercials (the product, not the dreamer, is the star).
Full Product Details
Author: Roy F. Fox
Publisher: Bloomsbury Publishing Plc
Imprint: Praeger Publishers Inc
Dimensions:
Width: 15.20cm
, Height: 1.70cm
, Length: 22.90cm
Weight: 0.513kg
ISBN: 9780275952037
ISBN 10: 0275952037
Pages: 232
Publication Date: 24 September 1996
Recommended Age: From 7 to 17 years
Audience:
College/higher education
,
Professional and scholarly
,
Undergraduate
,
Postgraduate, Research & Scholarly
Format: Hardback
Publisher's Status: Active
Availability: Manufactured on demand
We will order this item for you from a manufactured on demand supplier.
Reviews
?This is a needed resource in any school wanting to teach an understanding of media literacy. Not only could this book be used in English or media studies, but it would also be an excellent resource for use in business classes as it studies the impact of commercials on students in middle and secondary schools. Highly recommended.?-The Book Report
Author Information
ROY F. FOX teaches at the University of Missouri-Columbia, where he also directs the Missouri Writing Project. He is the author of Technical Communication: Problems and Solutions (1994) and editor of Images in Language, Media, and Mind (1994). He has published numerous articles and chapters on thinking, visual/media literacy and culture.
