@article{ref1,
title="Violence, Conflict, Trickery, and Other Story Themes in TV Ads for Food for Children",
journal="Journal of applied social psychology",
year="1994",
author="Rajecki, D. W. and McTavish, Donald G. and Rasmussen, Jeffrey Lee and Schreuders, Madelon and Byers, Diane C. and Jessup, K. Sean",
volume="24",
number="19",
pages="1685-1699",
abstract="Stories in a sample of 92 television (TV) food ads aimed at children were analyzed for thematic and subtextual content. Violence as a surface theme ranked first in use receiving a nonzero score in 62% of the ads, followed by conflict (41%), achievement (24%), mood alteration (23%), enablement (18%), trickery (20%), and product dependence (8%). Cluster analysis identified six groupings of themes, with 64% of the ads characterized by some combination of violence, conflict, and trickery. Regarding subtexts, the computer-based Minnesota Contextual Content Analysis program evaluated the voiced material in ads in terms of four marker categories named &quot;traditional (normative)&quot;, &quot;practical&quot;, &quot;emotional&quot;, and &quot;analytic&quot;. It was found that the texts had a strong emphasis on the emotional subtext or thrust, and a pronounced underemphasis on the analytic context. These analyses identify possibly dubious content in a significant segment of children's TV viewing.<p />",
language="",
issn="0021-9029",
doi="10.1111/j.1559-1816.1994.tb01569.x",
url="http://dx.doi.org/10.1111/j.1559-1816.1994.tb01569.x"
}