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  1. Robin T. Peterson (2008). Television Commercial Depiction of Learning Related Activities for High School Students. Business and Professional Ethics Journal 27 (1/4):55-73.
    This manuscript provides coverage of an inquiry into the depiction of the roles assumed by high school models in television commercials. Hypotheses propose that learning-related activities are less often presented than other activities and when presented tend to be less favorable than other activities. The study produces evidence to the effect that scholastic roles occupy a less important position and are less favorably depicted, as compared to other roles. However, a large proportion of the models in the advertisements were presented (...)
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  2. Robin T. Peterson (2002). The Depiction of African American Children's Activities in Television Commercials: An Assessment. [REVIEW] Journal of Business Ethics 36 (4):303 - 313.
    This study involved a content analysis of the degree of portrayal and the favoribility of portrayal of African American children, as they were cast in various roles. It was hypothesized that these children would be less frequently and less positively portrayed in scholarly than in other roles and that scholarly depiction would vary among product classes. The research results did not support the first two but did support the third hypothesis. Various implications of the findings were drawn.
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  3. Robin T. Peterson (1998). The Portrayal of Children's Activities in Television Commercials: A Content Analysis. [REVIEW] Journal of Business Ethics 17 (14):1541-1549.
    This study used a content analysis of television commercials to analyze the depiction of pre-teens and teens. It uncovered evidence that children are not often depicted in scholastic roles in the commercials. Further, it found that when children are shown in these roles, the portrayal is frequently not favorable. Various implications of the findings and recommendations to advertisers are set forth. Foremost among these is that television commercials do not seem to be assisting in forming positive attitudes toward scholastic activities. (...)
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  4. Robin T. Peterson & Douglas T. Ross (1997). A Content Analysis of the Portrayal of Mature Individuals in Television Commercials. Journal of Business Ethics 16 (4):425-433.
    This inquiry analyzed the extent to which television commercials used mature models, relative to younger models. It also analyzed the extent to which commercials portrayed the elderly in a favorable or an unfavorable manner. The study used content analysis to test twelve hypotheses. The authors arrived at conclusions relating to the depiction of mature individuals in television commercials and set forth various recommendations to advertisers, based on the analysis.
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  5. Robin T. Peterson (1994). Depiction of Idealized Youth Lifestyles in Magazine Advertisements: A Content Analysis. [REVIEW] Journal of Business Ethics 13 (4):259 - 269.
    The study described in this manuscript examines the extent to which children are depicted as: (a) scholarly, and (b) non-scholarly in magazine advertisements and the degree to which children in the two classes were portrayed favorably or unfavorably. The study indicated that children were often depicted in roles that were not scholarly (such as athletics). Further, when children were depicted in scholarly roles, the portrayal was often negative. Implications based upon these findings are raised.
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  6. Robin T. Peterson (1992). The Depiction of Senior Citizens in Magazine Advertisements: A Content Analysis. [REVIEW] Journal of Business Ethics 11 (9):701 - 706.
    This study utilized a content analysis of magazine advertisements to measure the frequency that senior citizens were used as models in the advertisements and the extent to which they were presented in a desirable or undersirable light, relative to younger persons. A sample of consumer magazines was examined, in order to assess hypotheses related to the depiction of seniors by advertisers. The research results were analyzed and conclusions drawn which can be of potential value to marketers whose goods and services (...)
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  7. Robin T. Peterson (1991). Physical Environment Television Advertisement Themes: 1979 and 1989. [REVIEW] Journal of Business Ethics 10 (3):221 - 228.
    The study which this manuscript describes involved a content analysis of television advertisements appearing in 1979 and 1989. Advertisements appearing during each of the two years were classified as to whether they embraced ecology (physical environment) themes, by subject area, by size of firm, and by industry. Several important conclusions relating to the subject matter of the study were drawn. These were that television advertisers sponsor only a moderate number of ecologically responsible commercials, some of the advertisers' sponsorship may be (...)
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  8. Robin T. Peterson (1987). Bulemia and Anorexia in an Advertising Context. Journal of Business Ethics 6 (6):495 - 504.
    This paper reports on a survey of college students which was designed to provide insights into associations of advertising with the eating disorders of anorexia nervosa and bulemia. The study involved measuring self image and ideal self image and relating these measures to the incidence of the eating disorders and to advertising and merchandising measures. Based upon the findings, various tentative recommendations were made to advertisers who desire to assist in containing eating disorders through their efforts in the marketplace.
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