Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

TV ads during sports depict unsafe behavior and violence

06.12.2004


Children watching commercials aired during televised sports events may frequently be exposed to violent and unsafe behavior, a study by a Penn State Children’s Hospital physician suggests.



"Our study found that nearly one in five commercials during televised major sporting events depict unsafe or violent behavior," said Robert F. Tamburro, M.D., associate professor of pediatrics, Penn State Children’s Hospital, Penn State Milton S. Hershey Medical Center. "Studies report that children commonly watch televised sports, and thus, the commercial content of these programs should be scrutinized since data suggests that media exposure increases children’s risk-taking behavior."

The study titled, "Unsafe and Violent Behavior in Commercials Aired During Televised Major Sporting Events," appears in the December issue of the journal Pediatrics.


Previous studies have shown that violence is often depicted in commercials aired during Major League Baseball, but Tamburro’s study is the first to show that unsafe behaviors, such as riding a bicycle without a helmet, are depicted even more frequently.

The study team analyzed 1,185 commercials aired between Sept. 1, 2001, and Sept. 1, 2002, during the highest-rated televised sporting events. Sporting events included the Winter Olympics, National Football League playoff and regular season events, the National Basketball Association Western Conference Final Game, and the Major League Baseball World Series. The team reviewed only those commercials aired before 9 p.m., when children were more likely to be watching television.

Unsafe behavior was defined as any action that could have harmful consequences or that contradicted the injury prevention recommendations of national safety advocacy organizations. Violence was defined as any intentional physical contact by an aggressor that had the potential to include injury or harm, or the legitimate threat of such action.

Fourteen percent of the commercials depicted unsafe behavior and 6 percent depicted violence. Of the 322 commercial breaks reviewed in the study, 158, or 49 percent, contained at least one commercial that showed unsafe behavior or violence. Forty-eight percent of commercials that contained violence were for movies and an additional 38 percent were for television programs. Commercials for automobiles contained the highest number of depictions of unsafe behaviors.

"The Super Bowl had the highest proportion of commercials that contained unsafe or violent behaviors and the Masters Gold Tournament had no violent commercials at all and had only one commercial, which was aired three times, that included unsafe behavior," Tamburro said.

Some reports estimate that American children view 360,000 commercials before graduating from high school. Although rating systems are in place for television programs and movies to warn parents about adult content and violence, no such rating or preview systems are in place to warn parents about commercials. Moreover, it is plausible that parents might consider sporting events aired before 9 p.m. to be safe and free of such content.

"Our findings suggest that children’s exposure to televised sports should be limited and directly supervised by parents, as recommended by the American Academy of Pediatrics for television viewing in general," Tamburro said. "The movie and television industries should be encouraged to adopt models for commercial sponsorship of major sporting events that include little or no unsafe or violent content."

Valerie Gliem | EurekAlert!
Further information:
http://www.psu.edu

More articles from Communications Media:

nachricht Between filter bubbles, uneven visibility and transnationality
06.12.2017 | Schweizerischer Nationalfonds SNF

nachricht New Technologies for A/V Analysis and Search
13.04.2017 | Fraunhofer-Institut für Digitale Medientechnologie IDMT

All articles from Communications Media >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Artificial agent designs quantum experiments

On the way to an intelligent laboratory, physicists from Innsbruck and Vienna present an artificial agent that autonomously designs quantum experiments. In initial experiments, the system has independently (re)discovered experimental techniques that are nowadays standard in modern quantum optical laboratories. This shows how machines could play a more creative role in research in the future.

We carry smartphones in our pockets, the streets are dotted with semi-autonomous cars, but in the research laboratory experiments are still being designed by...

Im Focus: Scientists decipher key principle behind reaction of metalloenzymes

So-called pre-distorted states accelerate photochemical reactions too

What enables electrons to be transferred swiftly, for example during photosynthesis? An interdisciplinary team of researchers has worked out the details of how...

Im Focus: The first precise measurement of a single molecule's effective charge

For the first time, scientists have precisely measured the effective electrical charge of a single molecule in solution. This fundamental insight of an SNSF Professor could also pave the way for future medical diagnostics.

Electrical charge is one of the key properties that allows molecules to interact. Life itself depends on this phenomenon: many biological processes involve...

Im Focus: Paradigm shift in Paris: Encouraging an holistic view of laser machining

At the JEC World Composite Show in Paris in March 2018, the Fraunhofer Institute for Laser Technology ILT will be focusing on the latest trends and innovations in laser machining of composites. Among other things, researchers at the booth shared with the Aachen Center for Integrative Lightweight Production (AZL) will demonstrate how lasers can be used for joining, structuring, cutting and drilling composite materials.

No other industry has attracted as much public attention to composite materials as the automotive industry, which along with the aerospace industry is a driver...

Im Focus: Room-temperature multiferroic thin films and their properties

Scientists at Tokyo Institute of Technology (Tokyo Tech) and Tohoku University have developed high-quality GFO epitaxial films and systematically investigated their ferroelectric and ferromagnetic properties. They also demonstrated the room-temperature magnetocapacitance effects of these GFO thin films.

Multiferroic materials show magnetically driven ferroelectricity. They are attracting increasing attention because of their fascinating properties such as...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

10th International Symposium: “Advanced Battery Power – Kraftwerk Batterie” Münster, 10-11 April 2018

08.01.2018 | Event News

See, understand and experience the work of the future

11.12.2017 | Event News

Innovative strategies to tackle parasitic worms

08.12.2017 | Event News

 
Latest News

Let the good tubes roll

19.01.2018 | Materials Sciences

How cancer metastasis happens: Researchers reveal a key mechanism

19.01.2018 | Health and Medicine

Meteoritic stardust unlocks timing of supernova dust formation

19.01.2018 | Physics and Astronomy

VideoLinks
B2B-VideoLinks
More VideoLinks >>>