Elementary School and Advertising (Home-Room Teachers)

The advertising orientation of elementary schoolchildren from the
perspective of their teachers. Influences of advertising on the conduct
of children. Advertising as topic in instruction. Topics: assumed
influence of advertising on the consumer habits of elementary school
children; frequency of use of name-brand clothing, name-brand school
things, name-brand toys and name-brand snacks on recess; singing
advertising songs and conversations about marketing campaigns among the
elementary schoolchildren; children´s talking during recess about
advertising or newly developed articles; assumed symbol function of use
of name-brand items such as group affiliation, independence from
grown-ups, provocation of teachers, individual personality, conformity
with other children and good appearance; effect of consumption
orientation of children on increase in popularity, aggressiveness,
social conflicts and exclusion; personal intervention at regular
consumption by the children of pre-packaged products on recess and
reasons for this; conduct with spread of a new trend among the
children; involving the topic of advertising in elementary school
instruction as well as information on the subject, content relations,
instructional materials used and type of presentation; frequency of the
topic of advertising in instruction on selected occasions; reasons for
the importance of the topic of advertising in elementary school
instruction (scale); assessment of the consequences of instruction
about advertising and consumption (scale); opinions about advertising
effect and the dealing of the schoolchildren with advertising (scale);
adequate instructional materials for advertising education in the
elementary school as well as information on personal wishes; use of
offerings of public facilities and clubs, such as e.g. traffic
education, environmental education, health education or reading
competitions; importance of selected pedagogical objectives in
instruction about advertising; attitude to selected statements about
the effect of advertising on school learning; judgement on the effects
of advertising on the general receptiveness of children such as
acquisition of forms of expression, the perception of stereotypes,
reading habits and language development; incentive to buy and
connection of buying with social desires by advertising (scale);
attitude to selected statements on the influence of advertising on
children regarding increased consumption orientation and increased
brand awareness; information function of advertising; generating needs
through advertising (scale); attitude to an increased protection of
children from advertising as well as prohibition of advertising for
children´s products (scale); personal behavior with advertising in
daily life and attitude to advertising (scale); intensity of one´s own
occupation with the topic of advertising (scale); prohibition of
non-mail advertising materials on one´s own mailbox; personal use of
teleshopping; permitting advertising material at the school as well as
personal behavior with advertising gifts related to instruction;
approval of the effort of parents and teachers for activities related
to school; attitude to sponsoring in school; importance of consumer and
advertising education among elementary schoolchildren. Demography: sex;
age (classified); size of household; number of children; vocational
training; number of years experience; number of personal changes of
school in the professional career; current professional position at the
school; year of school taught; full-time or part-time employment; class
size; social origins of the school class; years of school taught in the
last four years; frequency of use of selected instruction methods;
monthly net household income; monthly expenditures.