Abstract
A content analysis of a sample of advertisements on Whittle Communication's commercially sponsored daily 12-minute television program for high school students shows that 86% of the commercials were for products and 14% were public service announcements. Values stressed in commercials were those emphasizing leisure/pleasure, appearance/sexuality, wisdom and independence. Dominant themes were being popular, having friends, having fun and being attractive. The commercials were the same as those on regular television and emphasized whites as characters. Public service ads stressed staying away from drugs and driving safely.
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