MYTHS, MEN, & BEER: AN ANALYSIS OF BEER COMMERCIALS ON BROADCAST TELEVISION, 1987
MYTHS, MEN, & BEER: AN ANALYSIS OF BEER COMMERCIALS ON BROADCAST TELEVISION, 1987
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神话，男人，
DOI：
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发表时间：
1987
期刊：
影响因子：
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通讯作者：
C. Weingartner
中科院分区：
文献类型：
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作者：
N. Postman;C. Nystrom;L. Strate;C. Weingartner
关于儿童早期社会学习过程的理论和研究表明，电视和电视广告在儿童文化意义、解释和价值观的内化中起着重要作用，无论儿童看到的广告是否是有意的或针对他们的。在两岁到十八岁这段社会学习最激烈的时期，美国孩子看了大约十万个啤酒电视广告。本研究以1987年2月和3月的40个网络电视广告为样本，分析了广告中所呈现的啤酒、男子气概和驾驶之间的关系，并讨论了这些关系对儿童饮酒和驾驶态度的影响。
Theory and research on the processes of early social learning in children indicate that television and television commercials play an important role in children's internalization of cultural meanings, interpretations, and values, whether or not the commercials children see are intended or directed at them. Between the ages of two and eighteen, the period in which social learning is most intense, American children see something like 100,000 television commercials for beer. This study examines the cultural myths and messages in a sample of 40 such commercials broadcast on network television during weekend daytime and evening hours in February and March of 1987, analyzes the relationships among beer, masculinity, and driving represented in those commercials, and discusses the implications of those relationships for children's attitudes toward beer drinking and driving.