| Summary: | 碩士 === 臺南師範學院 === 國民教育研究所 === 88 === A study of television alcohol advertising and literacy teaching on elementary school students’ drinking beliefs and related issues
Zhi-Ling Yeh
ABSTRACT
The purposes of this study were to analyze the content of television alcohol advertising, to investigate elementary school students’ attention to TV alcohol advertising, TV alcohol advertising literacy and sixth grade children’s drinking beliefs, and to examine the effects of TV alcohol advertising literacy teaching on elementary school children.
Refering to TV alcohol advertising’s content analysis, 80 samples on TV from January of 1999 to March of 2000 were analyzed. In survey research, Two scales and one questionaire were conducted to investigate and the subjects are 475 sixth graders.
As to the experiment research, the effects of the teaching were assessed by using “the pretest-posttest nonequivalent groups design”. The subjects for the experiment were 115 sixth graders. The experimental group I received 5 units of TV alcohol advertising literacy teaching, and the experimental group II watched all of the TV alcohol advertising which the experimental group I watched during the period of literacy teaching. The time of experiment was lasted for 320 minutes within 8 weeks.
The results of this study were as follows:
1.TV alcohol advertising often show drinking as glamornus.
2.girls were much more likely than boys to have higer level of
attention and literacy to alcohol advertising; boys got higer
scores on interpersonal relation part and drinking’s miss
concepts of drinking beliefs; there were no significant
differences between boys and girls on the part of drinking
taste and mental satisfaction of drinking beliefs.
3.After the experiment assessment, the experimental group II
had a higher score on the level of attention to TV alcohol
advertising than experimental group I and control group, but
there was no significant difference between experimental
group I and control group; the experimental group I had a
higher score on TV alcohol advertising literacy than
experimental group II and control group, but there was no
significant difference between experimental group II and
control group; the experimental group I had a higher score on
interpersonal relation part and mental satisfaction part of
drinking beliefs, but there was no significant difference
between experimental group II and control group; there were
no signifcant differences between three groups on health and
safety part, drinking’s miss concept and drinking taste of
drinking beliefs.
4.After the television alcohol advertising literacy teaching,
the students of experimental group I agree that they had
developed and improved their critical skills regarding
alcohol advertising.
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