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Elementary School and Advertising (Home-Room Teachers)

Version
1.0.0
Resource Type
Dataset
Creator
  • Feil, Christine (Deutsches Jugendinstitut (DJI), München)
Publication Date
1997
Contributor
  • ZUMA, Mannheim (Data Collector)
Language
German
Classification
  • ZA:
    • Education, School Systems
  • CESSDA Topic Classification:
    • Compulsory and pre-school education
    • Advertising
    • Consumption / consumer behaviour
Description
  • Abstract

    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.
Temporal Coverage
  • 1995-03 / 1995-07
Geographic Coverage
  • Bavaria (DE-BY)
  • Brandenburg (DE-BR-BBG)
Sampled Universe
Teachers
Sampling
Sample of 200 elementary schools in Bavaria and 150 schools in Brandenburg. Cluster sample of teachers in the grades 1-4 of the selected schools.
Collection Mode
  • Mail survey
Data and File Information
  • Unit Type: Individual
    Number of Units: 1533
    Number of Variables: 290
Availability
Download
A - Data and documents are released for academic research and teaching.
Rights
All metadata from GESIS DBK are available free of restriction under the Creative Commons CC0 1.0 Universal Public Domain Dedication. However, GESIS requests that you actively acknowledge and give attribution to all metadata sources, such as the data providers and any data aggregators, including GESIS. For further information see https://dbk.gesis.org/dbksearch/guidelines.asp
Alternative Identifiers
  • ZA2861 (Type: ZA-No.)
  • 1 (Type: VerbundFDB)
Publications
  • DJI (Hrsg.): Werbepädagogik in der Grundschule: Eine repräsentative Befragung von Lehrerinnen und Lehrern in Bayern und Brandenburg. Opladen: Leske + Budrich 1997.
  • Beisenherz, Gerhard; Furtner-Kallmünzer, Maria: Grundschule und Werbung: Eine Befragung von Lehrkräften in Bayern und Brandenburg. In: DJI-Bulletin, Heft 41, Juli 1997.

Update Metadata: 2019-03-30 | Issue Number: 77 | Registration Date: 2010-07-22

Feil, Christine (1997): Grundschule und Werbung (Klassenlehrerinnen und Klassenlehrer). Version: 1.0.0. GESIS Datenarchiv. Dataset. https://doi.org/10.4232/1.2861