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 The plastic brain: Better connectivity of brain regions with training
02.07.2018 | Leibniz-Institut für Wissensmedien

nachricht Arguments, Emotions, and News distribution in social media - Leibniz-WissenschaftsCampus Tübingen
04.05.2018 | Leibniz-Institut für Wissensmedien

All articles from Communications Media >>>

The most recent press releases about innovation >>>

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

Im Focus: Future electronic components to be printed like newspapers

A new manufacturing technique uses a process similar to newspaper printing to form smoother and more flexible metals for making ultrafast electronic devices.

The low-cost process, developed by Purdue University researchers, combines tools already used in industry for manufacturing metals on a large scale, but uses...

Im Focus: First evidence on the source of extragalactic particles

For the first time ever, scientists have determined the cosmic origin of highest-energy neutrinos. A research group led by IceCube scientist Elisa Resconi, spokesperson of the Collaborative Research Center SFB1258 at the Technical University of Munich (TUM), provides an important piece of evidence that the particles detected by the IceCube neutrino telescope at the South Pole originate from a galaxy four billion light-years away from Earth.

To rule out other origins with certainty, the team led by neutrino physicist Elisa Resconi from the Technical University of Munich and multi-wavelength...

Im Focus: Magnetic vortices: Two independent magnetic skyrmion phases discovered in a single material

For the first time a team of researchers have discovered two different phases of magnetic skyrmions in a single material. Physicists of the Technical Universities of Munich and Dresden and the University of Cologne can now better study and understand the properties of these magnetic structures, which are important for both basic research and applications.

Whirlpools are an everyday experience in a bath tub: When the water is drained a circular vortex is formed. Typically, such whirls are rather stable. Similar...

Im Focus: Breaking the bond: To take part or not?

Physicists working with Roland Wester at the University of Innsbruck have investigated if and how chemical reactions can be influenced by targeted vibrational excitation of the reactants. They were able to demonstrate that excitation with a laser beam does not affect the efficiency of a chemical exchange reaction and that the excited molecular group acts only as a spectator in the reaction.

A frequently used reaction in organic chemistry is nucleophilic substitution. It plays, for example, an important role in in the synthesis of new chemical...

Im Focus: New 2D Spectroscopy Methods

Optical spectroscopy allows investigating the energy structure and dynamic properties of complex quantum systems. Researchers from the University of Würzburg present two new approaches of coherent two-dimensional spectroscopy.

"Put an excitation into the system and observe how it evolves." According to physicist Professor Tobias Brixner, this is the credo of optical spectroscopy....

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

Leading experts in Diabetes, Metabolism and Biomedical Engineering discuss Precision Medicine

13.07.2018 | Event News

Conference on Laser Polishing – LaP: Fine Tuning for Surfaces

12.07.2018 | Event News

11th European Wood-based Panel Symposium 2018: Meeting point for the wood-based materials industry

03.07.2018 | Event News

 
Latest News

A smart safe rechargeable zinc ion battery based on sol-gel transition electrolytes

20.07.2018 | Power and Electrical Engineering

Reversing cause and effect is no trouble for quantum computers

20.07.2018 | Information Technology

Princeton-UPenn research team finds physics treasure hidden in a wallpaper pattern

20.07.2018 | Materials Sciences

VideoLinks
Science & Research
Overview of more VideoLinks >>>