Does clutter degrade the media environment?

Date of publication: October 20, 1998

Author: Debbie Solomon

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.

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