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About this product
- DescriptionWhat happens when kids are held captive to an endless stream of MTV-like television commercials? Armed with a tape recorder, Roy F. Fox, a language and literacy researcher, spent two years interviewing over 200 students in rural Missouri schools. Why? Because more than eight million students in 40% of America's schools, every day, watch TV commercials as part of Channel One's news broadcast. Students read commercials far more often than they read Romeo and Juliet. These ads w constitute America's only national curriculum. In this ground-breaking study, Fox explores how these commercials affect kids' thinking, language, and behavior. He found that such ads do indeed help shape children into more active consumers. For example, months after a pizza commercial had stopped airing, students reported that one brief scene showed a couple on an airplane. The plane's seats, students ted, were red with little blue squares that have arrows sticking out of them.^L ^L Also, kids blurred one type of TV text with ather, often mistaking Pepsi ads for public service anuncements. Kids replayed commercials by repeating or reconstructing an ad in some way-by singing songs, jingles, and catch-phrases; by cheering at sports events (one crowd at a school football game erupted into the Domi's Pizza cheer); by creating art projects that mirrored specific commercials, and even by dreaming about commercials (the product, t the dreamer, is the star).
- Author BiographyROY F. FOX teaches at the University of Missouri-Columbia, where he also directs the Missouri Writing Project. He is the author of Technical Communication: Problems and Solutions (1994) and editor of Images in Language, Media, and Mind (1994). He has published numerous articles and chapters on thinking, visual/media literacy and culture.
- Author(s)Roy F. Fox
- Date of Publication30/08/2000
- SubjectCommunication & Media
- Place of PublicationWestport
- Country of PublicationUnited States
- ImprintGreenwood Press
- Content Note1, black & white illustrations
- Weight350 g
- Width152 mm
- Height229 mm
- Spine13 mm
- Format DetailsTrade paperback (US)
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