Elementary School and Advertising (Home-Room Teachers)

Resource Type
Dataset : Survey and aggregate data
  • Feil, Christine (Deutsches Jugendinstitut (DJI), München)
Publication Date
  • ZUMA, Mannheim (Data Collector)
  • GESIS (Distributor)
  • GESIS (Hosting Institution)
  • ZA:
    • Education, School Systems
  • CESSDA Topic Classification:
    • Compulsory and pre-school education
    • Advertising
    • Consumption/consumer behaviour
Free Keywords
Schema: TheSoz
advertising; consumption behavior; primary school; teaching
  • 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-BB)
Sampled Universe
Probability: Cluster: Simple random; Sampling Procedure Comment: 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.
Time Dimension
  • Cross-section
Collection Mode
  • Self-administered questionnaire: Paper
  • Mail survey
Data and File Information
  • Unit Type: Individual
    Number of Units: 1533
    Number of Variables: 290
A - Data and documents are released for academic research and teaching.
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Alternative Identifiers
  • ZA2861 (Type: ZA-No.)
  • 1 (Type: VerbundFDB)
  • 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: 2021-04-07 | Issue Number: 90 | Registration Date: 2010-07-22