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.