Degree Name

MA (Master of Arts)


Communication, Professional

Date of Award


Committee Chair or Co-Chairs

John M. King

Committee Members

James J. Mooney, Karen A. Tarnoff


The so-called family-viewing hour, the eight to nine o’clock hour of prime time, is one of the most watched hours of television by both adults and children. Advertisers, of course, favor shows that draw large audiences so their product presentations or commercials are witnessed by masses of people. Now, because of videocassette recorders and other similar control devices, viewers are eliminating commercials from their viewing experience1 and advertisers are clamoring for new ways to get their products into the mind of the consumer.2 To counteract this commercial avoidance by consumers, advertisers are embedding products within television programming thereby hindering the viewer’s ability to eliminate commercials or product promotions. The result is that products that are normally not viewed become part of the viewing experience. This study revealed that the family-viewing hour is laden with product placements that include a variety of different types of products and brands.

Document Type

Thesis - unrestricted


Copyright by the authors.