Harvesting Minds »

ROY F. FOX teaches at the University of Missouri-Columbia, where he also directs the Missouri Writing Project.

Fox's groundbreaking study explores how kids respond to the TV commercials they must watch as part of their school day. After interviewing 200 kids in rural Missouri schools that receive the Channel One broadcast, Fox concludes that such commercials influence kids' thinking, language, and behavior, shaping them into more active consumers.

Booknews

Fox (U. Missouri-Columbia) interviewed over 200 students in rural Missouri schools to explore how commercials affect kids' thinking, language, and behavior, shaping them into more active consumers. By his reckoning, these advertisements now constitute America's only national curriculum. He examines how well kids know commercials, how they respond to and evaluate them, and how their behavior is affected by them, and offers recommendations on what can be done to halt this propaganda. Annotation c. by Book News, Inc., Portland, Or.

Foreword by George Gerbner

Introduction

Kids and Commercials

How Well Do Kids Know Commercials?

How Do Kids Respond to Commercials?

How Do Kids Evaluate Commercials?

How Do Commercials Affect Kids' Behavior?

How Do Commercials Affect Kids' Consumer Behavior?

Conclusions and Recommendations

What Can We Do Right Now?

Works Cited

Index