Social and Behavioral Sciences Commons^™

A Content Analysis Of Advertising On Children’S Television Networks, Demarius Davis

Graduate Theses and Dissertations

This content analysis study on licensed characters in advertising collected data in summer 2015 from three children’s cable networks: Cartoon Network, Disney Channel and Nickelodeon. Using Social cognitive theory and based on past research (Barcus, 1975; Atkin, 1976; Calcott & Lee, 1994; Stitt & Kunkel, 2008; LoDolce et al., 2013; Castonguay et al., 2013), the study examined whether the use of licensed characters and emotional appeals varied in advertising for healthy or unhealthy foods, mass media genre and the character’s gender. The study found licensed characters are more likely to be used to promote unhealthy foods, originate from movies and …