An Analysison of TV Product Placement on Elementary School Students— A Media Literacy Study toward the Middle and High Grade Students in Taipei City and County

[[abstract]]The present study is to explore the difference of media literacy based on contains background variables and television watching behaviors in middle and high grades elementary school students. The research method is applied questionnaire survey which established according to pretesting results then applied items analysis, factor analysis and Cronbach's α coefficient to enhance validity to obtain the official questionnaire. 450 middle and high grades elementary students were sampled by using stratified and random sampling. Statistics use independent sample t test and one-way ANOVA to analysis effect of background variables and TV watching behaviors on media literacy. First, in purchase intention, more pocket money and higher watching frequency, children have highly intention with product presented in TV program. Second, at TV program and audience, male, high family social economics status and watching timing at holiday morning, children pay more attention on product or releated information in TV program. Third, in understanding and cognition, highly family social economics status and non-parents companion, children understand the meaning of product placement better. fourth, in the standard and attitude, sixth-grade, high family social economics status, watching timing at weekdays night or holiday morning and watching the favorite TV program, children consider product placement is permitted, but also better able to recognize that the way is to stimulate consumption behavior. Fifth, in the effect and acceptance, six-grade, watching timing at hoilday morning, children consider product placement have more ads effect, but also closer to daily life. According to present study, it can provide applicable reference to educate institutions, school, teachers, parents, TV Media Industry and marketing fields to promote school children’s media literacy and effect of product placement.