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Unformatted text preview: he inauguration of President Ronald Reagan, an FTC staff report argued that a ban on ads aimed at children would be
impractical, effectively killing the proposal. “We are delighted by the FTC’s reasonable recommendation,” said the head of the National
Association of Broadcasters.
The Saturday-morning children’s ads that caused angry debates twenty years ago now seem almost quaint. Far from being banned, TV
advertising aimed at kids is now broadcast twenty-four hours a day, closed-captioned and in stereo. Nickelodeon, the Disney Channel, the
Cartoon Network, and the other children’s cable networks are now responsible for about 80 percent of all television viewing by kids. None
of these networks existed before 1979. The typical American child now spends about twenty-one hours a week watching television —
roughly one and a half months of TV every year. That does not include the time children spend in front of a screen watching videos, playing
video games, or using the computer. Outside of school, the typical American child spends more time watching televisi...
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This note was uploaded on 02/25/2014 for the course MGMT 120 taught by Professor Litt during the Spring '08 term at UCLA.
- Spring '08