Central and occipital EEG alpha were used as an on -line measure of momentary changes in covert attention during television viewing. Alpha was recorded during nine 30-second commercials shown embedded in a half-hour situation comedy. Two time series were constructed for data analysis. A stimulus series consisted of codes representing the presence or absence of scene changes or person and object movement for each half-second interval of the commercials. The alpha series consisted of median alpha scores for each half-second interval, aggregated across 26 subjects. The alpha series was regressed on the movement and scene change series, both of which produced significant increments in R even after autocorrelational effects inherent in the alpha series were removed. As a validity check on the attentional interpretation of alpha, it was shown that mean alpha for each commercial was significantly (negatively) correlated with recall and recognition of commercial contents. The results are discussed in terms of the...

Attention to television: intrastimulus effects of movement and scene changes on alpha variation over time.

A matter of form: Potentials of television for young viewers.

Specific impact of radio and television on children's story comprehension.

This study hypothesized that cognitively complex individuals would be more effective than cognitively simple individuals at accomplishing a communication dependent task. Analysis revealed that messages (generated by an exercise with tinker toy models and a password game) of complex individuals were more effective than the messages of comparatively simple individuals.

Cognitive complexity‐simplicity as a determinant of communication effectiveness

This article proposes a product of adolescent development, egocentrism, as an important factor in developing health promotion messages. The relations between egocentrism, an outgrowth of adolescent cognitive development, and several persua- sive outcomes related to adolescent risk behavior are explored. Two measures of egocentrism-imaginary audience (IA) and personal fable (PQ-are described as they relate to adolescents' risk related behaviors and other variables. The relations between egocentrism, gender, and age are also discussed. Data are presented briefly to illustrate the theoretical argument. Given the importance of influencing adolescents' risk behaviors, egocentrism is important, as understanding PF and IA can influence design of health messages. Implications and directions for future research are discussed.

The Utility of Understanding Adolescent Egocentrism in Designing Health Promotion Messages

Ellen Wartella (ed.), Children communicating: media and development of thought, speech, understanding . (Sage Annual Reviews of Communication Research, 7.) Beverly Hills: Sage Publications, 1979.

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Ellen Wartella (ed.), Children communicating: media and development of thought, speech, understanding . (Sage Annual Reviews of Communication Research, 7.) Beverly Hills: Sage Publications, 1979.