focused on two areas which concerned people about adverts:
-The possibility that children would copy behaviours that put them in danger
-The culture of negative or anti-social behaviour might be adopted by young people watching e.g. negative attitude towards education.
Hanley (2000) found that individuals that were in direct contact with the child i.e. parents, teachers and siblings, had the greatest influence on children's behaviour, but role models such as celebrities on television are highly influential. Specific programmes such as Power Rangers were seen to be a key contributor in children imitating fights. Key features of television that seemed to encourage imitation:
Easy to copy, Similar to other acceptable behaviours, Wicked or forbidden, Appealing to the child, Humour and jokes, People getting away with it, Role models, High production values - music, colour, action