Abstract:

A sample of 900 children (and their mothers), aged 6 to 13 and representative the Federal Republic of Germany was interviewed on a wide- spread selection of leisure-time activities, media consumption data as well as their opinions and attitudes television, TV-commercials and consuming habits. As independent variables sociodemographic features, characteristics of media consumption, attitudes of children and mother to television and advertising program , communication with parents and peers about TV were introduced. A series of mediating factors (e.g. parents educational level) were considered. It was found that the impact of television advertising on children cognition, attitudes and behavior was of a highly complex determination structure. Intensity (frequency) of TV consumption and contact with the medium were by far not sufficient to explain the variance of the dependent variables. The premises of the theoretical model and the technique of path analysis are discussed and suggestion are made to solve the 'impact problem' in further research concepts.