Abstract:

This paper analyzes of one aspect of the quality of the television environment - commercial clutter - and its effects on viewers. Despite an increasing preponderance of evidence that clutter has a negative effect on commercial effectiveness, commercial clutter continues to grow in the United States and other countries. The paper discusses studies that show why clutter is a problem for all of us and provides information on commercialization practices, regulations and effects around the world. Finally, the paper presents some solutions for dealing with the problem.