Masters Theses

Date of Award

8-1984

Degree Type

Thesis

Degree Name

Master of Science

Major

Communication

Major Professor

Michael W. Singletary

Committee Members

Alan D. Fletcher, Herbert H. Howard

Abstract

A combination of mail questionnaire and telephone interview was the data gathering method for a survey of commercial television stations in Tennessee listed in the 1982-83 Television Factbook. Fourteen stations, out of nineteen, participated in the study. One was omitted from the data, however.

The purpose of the study was to examine advertising policies and practices among television stations since the NAB code was dropped. The questionnaire was designed to, basically, determine station's guidelines in accepting and rejecting ads, types of complaints received from viewers, and spot particular problems that might have appeared since the demise of the code. In addition, broadcasters were asked their opinion on the future of self-regulation in broadcast advertising.

The results indicated that approximately one-half of the participants have a written code that they adhere to. Several indicated that the old NAB code was, basically, being used. Participants reported that most ads were reviewed by a designated person prior to their being aired. The program director was most frequently listed.

Stations reported that they have received few complaints about their ads. Violence, nudity, and sex in movie ads were most frequently mentioned. The majority of participants reported that ads in their markets were scrutinized about the same as when the code was in effect.

The majority of participants expressed optimism for the future of self-regulation in broadcast advertising. The optimism, however, was accompanied with concerns, cautions, and challenges for the industry.

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