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3 M arketing Violent Ent ertainm ent t o Children : A Review of S elf- Regulation an d In du stry Practices in the M otion Picture, Mu sic Recordin g & Electronic Gam e In du stries. M arketin g Violent Ent ertainm ent t o Children : A Rev iew of S elf- Regulation an d In du stry Practices in the M otion Picture, Mu sic Recording & Electronic Gam e Indu stries" by F ederal T rade Com m ission F ederal T rade Com m ission A ll right reserv ed.

4 3 I (Federal Trade Commission).,,, FTC (Columbine).,,,.

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10 FTC ) 28 2) 29 3) ) 36 2) ) 44 2) R- PG ) 54

11 10 I (1) R- 54 (2) PG ) 57 3) 59 (1) R- 59 (2) PG ) 6 1 5) ) 73 2) 76 3) ) 80 2) 83 3) ) 93 2) TV 94

12 11 3) 96 4) 96 5) 98 6) 99 7) ) 105 2),, 111 (1) 111 (2) 116 (3) M ) 130 2) ) T M T

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14 13,,..,,,,,,,,. (Littleton) ,,.,.,,.,.,.

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16 15,..,, 17., Xena : Warrior Princess, South Park, Buffy the Vampire Slayer 17 (35% ) GamePro, Seventeen, Right On! mtv.com, ubl.com, happypuppy.com,,. : 44 R- 35, 80% , 64% 17., R-, R

17 16 I., 17, 17. : 55 15, 27%. / (Alternative/urban),,, (hardcore) ,. : M , 70% , 51% 17., M-, 12 17,, M ( )

18 M- 6., R-., R-., % M-.,.,,,,..,.,

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21 20 I FT C (Littleton), (Federal Trade Commission[FTC]) (The Department Justice),,. 1),... 2) 1) William J. Clinton Janet Reno (Federal Trade Commission) Robert Pitofsky ( ) ( ). 2) FTC. Violent and Repeat Juvenile Offender Accountability and Rehabilitation Act of 1999, S. 254, 106th Cong, 511(1999); H.R. 2157, 106th Cong.(1999); 145 Cong. Rec. S5171(1999) Brownback No (Committee on Commerce, Science, and Transportation). Marketing Violence to Children : of

22 2 1, FTC 3). *,,,,,,. 2. (Columbine) 4) Hearing Before the Senate Comm. on Commerce, Science, and Transp., 106th Cong. (1999), commerce/hearings/hearin99. htm ( ) ,. Majority Staff of the Senate Comm. on the Judiciary, 106th Cong., Report on Children, Violence, and the Media : A Report for Parents and Policy Makers(Comm. Print. 1999), judiciary/ mediavio.htm( ). * FTC..,, FTC. 3) FTC 6. FTC 15 U.S.C. 46. Section 6(f). 4) 2,, Edinboro(Pennsylvania), Richmond(Virginia), West Paducah(Kentucky), Pearl (Mississippi), Jonesboro(Arkansas), Springfield (Oregon). John Kip Cornwell, Preventing Kid from Killings, 37 Hous. L. Rev. 21, 23 & n. 13, 24 (2000); Sue Anne Presley, Year of Mass Shootings Leaves Scar on U. S., Sense of Safety Suffers As Fewer Believe It Can't Happen Here, Wash. Post, Jan. 3,

23 22 I. 1990,. 5),, 2000, at A1., Conyers(Georgia), Fort Gibson(Oklahoma), Flint(Michigan). David Barboza, Boy 6, Accused in Classmate's Killing, N. Y. Times, Mar. 1, 2000, at A14, Fort Gibson Middle School for Resume Classes a Day After Shooting, 06/okla.school.shooting.06/( ). 5). Sissela Bok, Mayhem : Violence As Public Entertainment 7-9(1998)( ). the Centers for Disease Control and Prevention, 10. Howard N. Snyder & Melissa Sickmund, National Center for Juvenile Justice, Juvenile Offenders and Victims : 1999 National Report, at 25( Juvenile Offenders) Juvenile Offenders, at 31(Federal Bureau of Investigation and the Bureau of Justice Statistics from the Uniform Crime Reports and the National Crime Victimization Survey ) Centers for Disease Control and Prevention, Assessing Health Risk Behaviors Among Young People : Youth Risk Behavior Surveillance System, At-A-Glance 2000, gov/nccdphp/dash/ yrbs/yrsaag.htm( ). Lou Harris & Assocs., The Metropolitan Life Survey of the American Teacher, 1999 : Violence in America's Public Schools-Five Years Later : A Survey of Students, Teachers, and Law Enforcement Off icer ( ) ( ); Thomas Cole, Ebbing Epidemic : Youth Homicide Rate at a 14-Year Low, 281 JAMA 25( ), cf. Nancy D. Brener et al., Recent Trends in Violence- Related Behaviors Among High School Students in the United States, 282 JAMA 440( )( ).

24 23,,,,,,. 6), 7). 8) 9) 6) Mark H. Moore & Michael Tonry, Youth Violence, in 24 CrimeandJustice, A Review of Research(Michael Tonry & Mark H. Moore ed., 1998), L. Rowell Huesmann et al., The Effects of Media Violence on the Development of Antisocial Behavior, in Handbook of Antisocial Behavior(David M. Stoff et al., 1997). 7), Dylan Kelbold Eric Harris,,., Steven Levy, Loitering on the Dark Side-The Columbine High Killers Fed on a Culture of Violence That Isn't About to Change, Newsweek, , at 39; Karen Thomas, Surrounded by Sound and Fury : Whirlwind of Violence, Hate Sweeps Kids On Line and Off, USA Today, , at D 1. 8), Greg Easterbrook, Watch and Learn, The New Republic, , at22; Erica Goode, Terror in Littleton : the Movies : When Violent Fantasy Emerges as Reality, N. Y. Times, , 1 at 30.,. 9),,,. supra note 2. the American Medical Association, the American Academy of Pediatrics, the American Psychological Association. American Medical Ass'n, AMA Applauds President's Call for Study of Effects of Media Violence Marketing on Children, ( ), article/1835.html( ). American Academy of Pediatrics Committee on Public Education, Media Education, 104 Pediatrics ( ),

25 24 I.,,, 10) html( ).., S. Robert Lichter et al., Center for Media and Public Affair, Merchandising Mayhem : Violence in Popular Culture[ Merchandising Mayhem]( ), com/archive/voi98/htm( ). ( General Ford Jimmy Carter, H. Norman Schwarzkopf,,,,, ) Appeal to Hollywood. Appeal to Hollywood the National Association of Broadcasters(NAB) Television Code : (1). (2),,. (3). (4). (5) (window) (safe havens). (6). An Appeal to Hollywood, ) NAB. United States v. National Ass'n of Broadcasters, 536 F. Supp. 149, Consent entered, 553 F. Supp. 621(D.D.C. 1982). NAB., 1994 the Association of Independent Television Stations.. Robert Pitofsky, Chairman, Federal Trade Commission, Self -Regulation and Antitrust, Remarks at the D.C. Bar Association Symposium, Washington, D.C.[ Self-Regulation and Antitrust] ( ), gov.speeches/pitofsky/ self.htm( ). 10) Donald E. Cook, M.D., President, American Academy of Pediatrics, Clarice

26 25,,. 11). 12),,,,,,. Kestenbaum, M.D., President, American Academy of Child & Adolescent Psychiatry, L. Michael Honaker, Ph.D., Deputy Chief Executive Officer, American Psychological Ass'n, & E. Ratcliff Anderson, Jr., American Medical Ass'n, Joint Statement on the Impact Entertainment Violence on Children, (Congressional Public Health Summit ), advocacy/release/jstmtevc.htm( ). A(A Review of Research on the Impact of Violence in Entertainment Media). 11) Id. 12) the Office of Juvenile Justice and Delinquency Prevention(OJJDP). OJJDP,,,,. OJJDP, Report to Congress on Juvenile Violence Research 5( )(7 )[ OJJDP Report]. the National Institute of Mental Health(NIMH). NIMH.,, Child and Adolescent Violence Research at the NIMH. violencesfact.cfm ( ).. (The Surgeon General) White House Strategy Meeting on Children, Violence, and Responsibility ( ), gov/uri-res/i2r?urn:pdi://oma.eop.gov.us/1999/5/17/5.text.1( ).

27 26 I. 13). 14). 15), 13) Barry Meider, Terror in Littleton : TheGun Debate, In Renewed BattleOver Weapons Control, Both Sides Use Attract to Advance Agendas, N. Y. Times, , at A17 ; Jill M. Ward, Children's Defence Fund, Children and Guns : A Children's DefenseFund Report on Children Dyingfrom Gunfirein America( ), OJJDP OJJDP 80%, OJJDP Report, supra note 12, at ) Bok, supra note 5, at 7-9; American Academy of Pediatrics Committee on Communications, Media Violence, 95 Pediatrics 949, 951(1995) ), Jonathan Kellerman, Savage Spawn : Reflections on Violent Children (1999)( ) Kaiser Family Foundation ,000., 38,. The Henry J. Kaiser Family Foundation, Kids and Media@The New Millennium : A ComprehensiveNational Analysis of Children's Media Use(1999), ).. B (Children as Consumers of Entertainment Media : Media Usage, Marketing Behavior and Inf luences, and Ratings Effects)., 10, 5. Kaiser, TV

28 27,. 16) (the Producers Guild of America) (Thom Mount) , Id Annenberg Pubic Policy Center. Emory H. Woodard, IV & Natalia Gridina, Media in the Home 2000 : The Fifth Annual Survey of Parents and Children 8[ Media in the Home 2000](Annenberg Pub. Policy Ctr. U. Pennsylvania 2000).. 16) (Littleton). David Findgan, BMG's Zelnick : Increase the Peace in Media, Hollywood Reporter ( ). BMG Entertainment Strass Zelnick., Zelnick.,. Zelnick. Steve Chagollan, Biz Inf luence Spans Beyond H'wood, Dailly Variety, , at A2; Michael Mehle, Killer Concepts : Does Entertainment celebrate Violence for its Own Sake? Critics and Programmers Argue Their Case, Denver Rocky Mtn. News, , at D14; Claudia Puig, Hollywood Examines Its Soul : Worried About Censorship, Leaders Debate How to Uncreate a Monster, USA Today, , at D 1; Ira Teinowitz & Ann Marie Kerwin, Media Tighten Policy on Ads' Violent Themes, Advertising Age, , at 3. Sharon Waxman, Click. Bang. It's Only A Game : Video Designers Shrug Off Blamefor Teen Violence, Wash. Post, , at C1.

29 28 I (threshold). 17) 3. 1), FTC (initiative). 18),, 1.,, ( ) 17) Fay Fiore, Media Violence Gets No Action from Congress, L. A. Times, ; Dennis Hunt, Debate Over Film ViolenceIntrudes on a Love Fest, USA Today, , p.d4. 18), FTC the National Advertising Division of the Council of Better Business Bureau. the National Advertising Review Council. Pitofsky, Self-Regulation and Antitrust, supra note 9. FTC. Federal Trade Commission, Self -Regulation in the Alcohol Industry : A Review of Industry Efforts to Avoid Promoting Alcohol to Underage Consumers, A Report to Congressfrom thefederal Trade Commission[ Self-Regulation in the Alcohol Industry]( ), www. ftc.gov.reports/alcohol/alcoholreport.htm., 1. 1 C (First Amendment Issues in Public Debate over Government Regulation of Entertainment Media Products with Violent Content).

30 ),.,,. 20),,,. 21) 2),,,,. 19) C. 20) D (An Overview of the Entertainment Media Industries and the Development of Their Rating and Labeling Systems). 21)...,,.

31 30 I,., 17 35%., 17.,,,,,.. 3),,,,,,, 60 (,,, ). 22) 22) FTC : (1) : American Multi-Cinema, Inc., Carmike Cinemas, Inc., Cinemark USA, Inc., GC Companies, Inc., Loews Cineplex Entertainment Corp., Metro Goldwyn-Mayer Studios, Inc., National Amusements, Inc., Paramount Pictures, Sony Pictures Entertainment, Regal Cinemas, Time Warner Entertainment Company, L.P.( Warner Bros. and New Line Cinema ), Twentieth Century Fox Film Corp., United Artists Theatre Circuit, Inc., Universal Studios, Inc., The Walt Disney Company( Miramax Film

32 ) FTC. 24),., Corp. ). (2) : BMG Entertainment, EMI Recorded Music, North America, Sony Music Entertainment, Inc., UMG Recordings, Inc., Warner Music Group, Inc. (3) : Acclaim Entertainment, Inc., Activision, Inc., Apogee Software, Ltd., Capcom Entertainment, Inc., Eidos Interactive, Inc., Electronic Arts, Inc., GT Interactive Software Corp.( Infogrames, Inc.), Id Software, Inc., Interplay Entertainment Corp., Konami of America, Inc, Midway Games, Inc., Sega Companies(Sega of America, Inc., Sega Enterprise, Inc., & SegaSoft Networks, Inc.), Sierra On-Line, Inc. (4) : Amazon.com, Inc., Babbage's Etc., Best Buy Co., Inc, Blockbuster Video, CDNow, Inc., Electronic Boutique Holdings Corp., etoys, Inc., Hollywood Entertainment Corp., MTS, Inc.(Tower Records/video/Books), Musicland Group, Inc., Target Stores, Inc., Toys"R"Us, Inc., Trans World Entertainment Corp., Wal-Mart Stores, Inc. (5) : Black Entertainment Television, Inc., Channel One Network, MTV Networks. E(Entertainment Industry Information Requests). 23) FTC : the Motion Picture Association(MPAA), the National Association of Theatre Owners(NATO), the Recording Industry Association of America(RIAA), the National Association of Recording Merchandisers(NARM), the Entertainment Software Rating Board (ESRB), the Video Software Dealers Association(VSDA), the Interactive Digital Software Association(IDSA), the Internet Content Rating Association(ICRA), the Software and Information Industry Association(SIIA), the Interactive Entertainment Merchants Association(IEMA), the American Amusement Machine Association(AAMA). 24) Section 6(f) of the FTC Act, 15 U.S.C. 46 FTC,., FTC 21, 15 U.S.C. 57b-2,,.,.

33 32 I,,,, 25). 26) 25),,,. the American Academy of Pediatrics, American Psychological Association, Center for Media Education, Center for Media and Public Affairs, Children Now, Commercial Alert, The Lion & Lamb Project, Mediascope, National Institute on Media and the Family, National PTA, Parents' Music Resource Center. 26) E(Entertainment Industry Inf ormation Request) F(Mystery Shopper Survey and Parent-Child Survey). Anne Rollow. the John F. Kennedy School of Government and Harvard Business School Self -Regulation in Entertainment Industry : A Study of Online Marketing and Advertising Practicesf or Entertainment Products with Violent Content(Kennedy School ).

34 Jack Va nle nti( ) 27) (the Motion Picture Association of America[MPAA]) (the National Association of Theater Owners [NATO]) )., MPAA 27) Jack Valenti, The Voluntary Movie Rating System : How It Began, Its Purpose, The Public Reaction 4(1996). 28) Ginsberg v. New York, 390 U.S. 629(1968),. Interstate Circuit v. Dallas, 390 U.S. 676(1968).,. Interstate Circuit,. C.

35 34 I. 29),. ( 90% 30) ) (70% 31) ). 1., MPAA, NATO, NATO., R- 29) Rules and Regulations of the Classif ication and Rating Administration, Art. II II(A)(1998). MPAA the Walt Disney, Time Warner Entertainment Company, L.P., Paramount Pictures, Universal Studios, Inc., Twentieth Century Fox Film Corp., Sony Picture Entertainment, Metro-Goldwyn-Mayer Studios, Inc.. MPAA %. NA TO Encyclopaedia of Exhibition, at ( ), ).. Universal Studio (American Pie). 30) Opinion Research Corp., An Appraisal of the Motion Picture Industry's Voluntary Rating System[ MPAA Survey]( )(2, ); The Henry J. Kaiser Family Foundation, Parents and the V Chip : A Kaiser Family Foundation[ Kaiser Survey]( )(1, Princeton Survey Research Association ), 31) Id.

36 35 20 PG ),, MPAA R PG-13., 64 MPAA R PG-13..,,,... 33) 32) MPAA. Miramax Film Corp. New Line Cinema The Walt Disney Company Time Warner Entertainment Company, L.P... 33).,., MPAA ,450,. Valenti, The Contradiction Molecule : The Rise of the American Movie Goer-and Other Quirks in Human Behavior2( )( )..

37 36 I 2. 1) ( ).., 34) 30. MPAA NATO : G - (G en er al A u dien ces ) : :..,,,,. : (Chicken Run), 2000 (Fantasia 2000) P G - (P ar en t al Gu idan ce S u g g est ed ) : :. 34) 3 G(Third-Party Views and Suggestions f or Improvement of the Entertainment Media Rating and Labeling Systems).

38 37..,,. : (The Adventures of Rocky and Bullwinckle), (The Kid) P G - 13 (P ar en t al S t r on g ly C au t ion ed ) : : ,,,. : 2 (Mission Impossible 2), (The Perfect Storm), (Big Momma's Home) R - (R est rict ed ) : 17 ( )...,,, R.

39 38 I : (Gladiator), : (The Patriot),, (Me, Myself and Irene) N C - 17 (N o on e 17 an d U n der A dm it t ed ) : NC-17,,. 35) :. G.,,, R-, SF, PG-13. (The Classification and Rating Administration [CARA]). CARA. CARA 12 ( ) 2 MPAA. 36) 35) 36) the Classification and Rating Administration and the Advertising Administration the Motion Picture Association of America, Inc. [ MPAA 9/21/99 Submission]( ), at 2. CARA.

40 39 MPAA NATO (Policy Review Committee) CARA. CARA,,,,, 37). 38). 39) CARA,,. 40),., (Appeal Board). CARA MPAA NATO. 4 1) 3 2 CARA. 42), CARA. MPAA 37) Richard M. Mosk, Motion Picture Ratings in the United States, 15 Cardozo Arts & Entertainment L. J. 135, 142(1997). 38) Id. 39) Valenti, supra note 27, at 6. 40) MPAA 9/21/99/ Submission, at 8(CARA 2% ). 41) Rules and Regulations of the Classif ication and Rating Administration, supra note 29, at Art. III I(A). 42) Id, at Art. III IV (D).,.

41 40 I, PG-13 R-. 43), CARA,,,,,,,, PG-13. R-. 44) R- PG-. 45) PG-13., 6. 43) )(PG-13 ). Valenti, supra note 27, at 8( R(Restricted) ). 44) ). 45) Center for Media and Public Affairs(CMPA) , , 10 (CMPA ) PG-13( R- ). Merchandizing Mayhem, supra note 9. 10, CMPA.,,,,, (Saving Private Ryan)(R), (The Mask of Zorro)(PG-13), 4 (Lethal Weapon 4)(R), (Blade)(R), (Rush Hour)(PG-13), (Ronin)(R), (The Negotiator)(R), 2 (U.S. Marshals) (PG-13), (Man in the Iron Mask)(PG-13), (Small Soldier) (PG-13).

42 4 1 2). MPAA,,, ( ) MPAA (Advertising Administration). 46),,,... MPAA..,.,, MPAA. G-. 47) MPAA. 48) 46) Motion Picture Association of America, Inc., MPAA Advertising Handbook 3(1997); Valenti, supra note 27, at ) MPAA Advertising Handbook, supra note 46, at 6, 16-17, 21(,,. ). 48) Id. at 4.

43 42 I...,.. 49) MPAA, PG, PG-13, R, NC ) R NC ),, G-.., 52) PG. 53) CARA 49) Id. at ) Valenti, supra note 27, at ), ( R- ). 52) MPAA.. MPAA Advertising Handbook, supra note 46, at ), CARA PG, PG-13., CARA.

44 43. 54), (I Know What You Did Last Summer) ( ). 2 (Scream 2) ( 7 ) ( ). 55) G,... MPAA TV,,, 56), MPAA.. 54) MPAA Advertising Handbook, supra note 46, at 2. 55) (The General s Daughter)., (The Jackal). 56) MPAA Advertising Handbook, supra note 26, at 21.

45 44 I 3. 1) MPAA 1990 PG ),. 58) MPAA,. MPAA NATO, 59) MPAA. MPAA,. 60) 57), NATO 1984 ( ). MPAA 6. 58) MPAA Advertising Administration Bethlyn Hand CARA. ( )( ). 59) NATO MPAA MPAA NATO. NATO & MPAA, Movie Rating Explanation to Augment All Print Advertising, ( )( ).. 60) Movie Ratings : Not Fit for Viewing, U.S. News & World Report, , at 67(MPAA.).. w w w.f ilm ra in g s.c o m

46 45 MPAA. 61),. 62). 63), TV,. 64),. 90% 75%, 65),,. 61) Valenti, The Contradiction Molecule, supra note ) MPAA ; (,,,, ). 63), Poll : Most in U.S. Embracing New Technologies, ( ), )( ) 64) URL, R-, R-. H (Entertainment Media Ratings Information and Self -Regulatory Efforts on the Internet).. 65) Kaiser survey, supra note 30 ( 82%, 90%, ); MPAA Survey, supra note 30 (17

47 46 I., ,. 50% 48%. 66), %, 40%. 67) 75% ); Peter D. Hart Research Assocs., Entertainment Software Rating Board Survey( )[ ESRB Survey]( ,005, 82% )( ). F(Mystery Shopper Survey and Parent-Child Survey). 66) F. 67) Gallup Org., Children and Violence( ), indchid_violence.asp( ). 500.?,?,?, CD,,?,?

48 47? 2 1% 78% 2%? 60% 36% 3% 90% 9 1%?,, 88% 11%? 8 1% 17%? 48% 50% 2). MPAA.

49 48 I MPAA, 68). 69) R- 17, PG ). PG-13 R ),., 68) MPAA Advertising Handbook, supra note 46, at i.,. R NC ) Valenti.?.. Denise Gellene, Markers Target Schools by Offering Facts and Features, L.A. Times, , at D 1. 70) Walter E. Dellinger & Charles Fried Sony Pictures Entertainment Inc., Metro-Goldwyn-Mayer Studios, Inc., Miramaz Films, Paramount Pictures Corporation, Twentieth Century Fox Film Corporation, Universal City Studios, Inc., Warner Bros. and Walt Disney Pictures and Television FTC, First Amendment Implications of the Federal Trade Commission's Inquiry into the Marketing to Minors of Motion Pictures That Depict Violence( ). 71) Id. at 3-4.

50 49 PG-13 R-. PG-13. R- (, 9 10 )..,., R- R PG-13 PG-13 R, PG-13, PG. 72),. 72),.. R- R-, PG-13 R PG-13..

51 50 I R- 17, PG ) (, TV, ) )....

52 ,. 74),,,,., ) 2. R- PG- 13, R PG-13 74), ,,,,, 75%. Michael Burgi, Where the Money Went, The Hollywood Reporter, ( ), at S-8. 75) MPAA, % ( 10% ) 49%. NA TO Encyclopedia of Exhibition 362, 364; Self -Regulation in the Alcohol Industry, supra note 18, at 9(Bureau of the census, U.S. Department of Commerce, PPL-91, A : Resident Population-Estimates by Age, Sex, Race and Hispanic Origin( ) ,.

53 52 I. MPAA,. 17 R- 13 PG-13 ( )., R % ) 44 77) 28 64% ) 7 R , ( 76) 44 R- 17 ( 20% ). MTV I (Television, Print, and Online Demographics). R-, 17., R , ) R-. 78), : 18 49, 12 24, :, ( ).

54 53 17, ). 79), 17. R ) 15, 8 R- 12 R ) 13 PG-13. PG , 45% ) 79) ), 17 50%. R-, TV 25% 12 14, 25% TV 1, % % R- 46% ) : 12 14, R - R -, 10., , ),

55 54 I 1) ( 1 ) R-.., 17 R R-. 83) (teen-oriented). 84). 85) PG , ) I. 84), Buffy the Vampire Slayer, Dawson's Creeks. 85), 17 (The Simpson, Buffy the Vampire Slayer, Dawson s Creek, Xena : Warrior Princess, Hercules WWF Smackdown. New Line Cinema 13 17

56 55,., TV, 8. 86) TV 17 R ) MTV.,, MTV., TV 50% MTV. 88) Buffy the Vampire Slayer. Cindy Mulkern, Target Practice, The Hollywood Reporter, , at S-3, S-4. PG-13, Buffy the Vampire Slayer. 86), TV,,. TV R-. R- TV ( Simspons, TGIF ). 87) MTV 55% supra note ) R-, MTV. 2. R- MTV 3 2

57 56 I ( 2 ) P G PG (Cartoon Network) (Nickelodeon). 89) 6 11 PG-13, R PG-13. Buffy the Vampire Slyer, WWF and WCW Wrestling 6 11., Xena : Warrior Princes ( R-.. MTV, 17 R- BET, The Box, Comedy Central.. R- SF Sci-Fi. Saved by the Bell USA, TNT, TBS ) I. Nickelodeon 6 11 PG-13.. Nickelodeon 12 Nickelodeon, ( ).. Nickelodeon.

58 57 ) MTV ), R- 12, 91) R-. 2)..... MPAA NATO.,.. 92) 90) Nielsen Media Research, MTV I. 91), 6 11 R- TV 92).

59 58 I. R PG NATO. G-, G-. 93) NATO., ( ) (one rating). R- 17., R- PG-13 ( ), PG ) 93) NATO G Trailer Resolution( ). 2, NATO,... NA TO Teaser Trailer Resolution( ). 94)., R- 11 PG-13.

60 59,.,, PG- 1 (Star Wars Episode 1 : The Phantom Menace), (The General s Daughter : R- ), (South Park :, R- ), (The Beach :,, R- ). 95) 3).. ( 1 ) R- R- (, T,, ). R- : , 95)

61 60 I,,, (Driver's Ed Class),, (teen street team).,. 96) ( 2 ) P G- 1 3,, 11 PG ) PG-13.,. 98) 96), R-, Camp Fire Boys & Girls,.,,,,. 97) R- PG-13. R-,. (The Matrix). 98) PG-13 Toys R us Kmart 4 14.,

62 6 1 4),. 99), ) R-. Teen, Jump, YM, DC Comics Teen, Marvel Comics 17 R-. 101), 3.. 3, 11.. Buger King Kids Meal., (Burger King).,..." Taco Bell.. 99)., ). 17. P12-17 (demo) ) I.

63 62 I R- Planet Report Fast Times. Planet Report 8, ) Fast Times. 103) 5).. 102) Planet Report Inc.,. 95% 1. Schools Help Boost Rugrats' Box Off ice Success, PR Newswire, Planet Report 1, ,000 Teens Speak Out on Everythingfrom Anti-Smoking Ads to Nike, PR Newswire, 1998, Planet Report 41,000. Carrie Bell, RCA Looks Beyond Top 40 Basef or Sweden's Robyn, 109 Billboard, , at 5. Planet Report 8,000. Planet Report,. Planet Report PG-13. PG-13 Planet Report,. 103) Frank Green, Fast and Deep, Tabloid Gives Teens Hard-Nosed News, San Diego Trib., at D-1( East Times 3,500. ).

64 63. R-. 104).,.,,,. 105). MPAA (American Pie) (Road Trip) ) 104) mtv.com, gamesopt.com, happypuppy.com, glossy.com( ), ubl.com(mtv.com 2 ), bolt.com, chickclick.com. M-.. I. 105), online.com. horroronline.com Universal Studio. 106), the Advertising Administration. MPAA.,.

65 64 I 3.. R-, 17 R-. 107), ( ). 107) R- 17..,,, ,.,., ,

66 65 FTC ( 395 )? 54% 46%? 46% 54%? 48% 52%, 17 R-,.. 17,,. (multi-theater complex) PG-13, R-. MPAA,. 8, R , NATO MPAA. NATO R-. 108),

67 66 I 395, % R-. R- 46%. (54%) ( F ). NATO 109).,.,,.,. 110), NATO. 108) NATO, Theatre Owners Announce National Movie Ratings Enf orcement and Education Campaign, ( ). 109) NATO. 110).

68 ).., ) (Blockbuster Video) (Hollywood Video)., R-. 113) 111) (DVD). DVD VHS. D, II, ) Blockbuster Membership Application( ). 18, Blockbuster : Blockbuster, R-, M Blockbuster. Hollywood Video 18. ID ). 113)

69 68 I. R-, (account). 114). R-. 115) R-,.,. (bricks and mortar) R ) MPAA 114) supra note ) 18. R-. R-., (California Store).,,,., 17 R-, M, X-. 116) 7

70 ) R-..., ) MPAA, (Movie Anatomy).,,, (10 ).

71 70 I. (Pa re nta l Advisory Labe l).. - (Recording Industry Association of America) 118) (the Recording Industry Association of America [RIAA]) ),,. 120) 118) RIAA Parent's Page-Backgrounc[ RIAA Parent's Background], Parents-Advisory-1.cfm( ). 119) RIAA 90%,,. RIAA About Us-Who We Are, ). RIAA Parents' Music Resource Center, PMRC. RTA and RIAA Agree on Recorded Lyrics Identif ication, ( ). Parents' Music Resource Center(PMRC) National Parent Teacher Association(NPTA). PMRC William Raspberry, Filth on the Air, Wash. Post, , at A21. D.

72 7 1 RIAA. 121). 122) RIAA. 123) 120) RIAA Parent's Background, supra note ) RIAA FTC, The Voluntary Parental Advisory Program: What It Is and What It Is Not[ RIAA Parental Advisory Program Memorandum] ( ), at , RIAA National Association of Recording Merchandisers(NARM),. The RIAA Bolster Its Parental Advisory, 106( ), Parental Advisory Merchandise Order Form[ Order Form], merch/parent.htm( ).,. NARM.. NARM,. RIAA NARM , RIAA MPAA ESRB 122) RIAA Parent's Background, supra note ). (Wal-Mart Kmart )..

73 72 I 1., RIAA (the National Association of Recording Merchandiser[NARM]).,,, BMG, EMI, North America, Sony Music, Warner Music Group, UMG Recording (Universal).. 124), 55, ). (,,, ). 126) RIAA 124)., (Record Label) (Recording Company). 125). (55 47 ) (,,,, ). 8.

74 73, (17 ). 127) 2. 1) 1, (Parental Advisory), Content). (Explicit,. RIAA 126) ( ). (,, ).. 127),.

75 74 I.,. RIAA, 1 6,., RIAA,. 128),.,. 129) ( ). 130),,,,,.,.,,, 128) RIAA Parental Advisory Program Memorandum, supra note 121, at ) :..,, ) New York Times,. Neil Strass, Recording Industry's Strictest Censor Is Itself, N.Y. Times, , at A1. RIAA.,.

76 75,,. ( ),,. 3,.,. 131) RIAA,,. 132), RIAA, CD,,, 131) :., ) :,.,. RIAA.,,.

77 76 I. 133) RIAA, 1,. 134) 2) 55 CD, RIAA. 135), CD 91% RIAA,, RIAA CD(0%). 133) RIAA Parent's Page-Parental Advisory Label, Usage Guidelinesfor Audio and Music Product[ RIAA Parent's Usage Guidelines], 6.cfm ( ). 134) RIAA. RIAA.,, CD. 135) CD A % 3 30% 3 30% 4 40% B % 1 8% 3 25% 8 67% C % 0 0% 1 9% 10 91% D 9 0 0% 9 100% 7 78% 0* 0% E % 1 8% 8 62% 5 38% % 14 25% 22 39% 27 50% * CD 9 CD. 9 CD CD. CD CD.

78 (50%),, RIAA. 41 (75%) CD. 14 CD(25%) CD. 10 CD CD. 22 (39%) RIAA., ( ) 25, RIAA. 136) 3) RIAA,. 137), 136) Billboard (36%) RIAA (52%). 4 (16%). 3 (12%). 137)

79 78 I.,. 138), ), : ) CD,,,. 138) Kmart Wal-mart. RIAA Parental Advisory Program Memorandum, supra note 121, at ) 25., 99.5% 78% (78%) 90%. 140) :.,.,..,,.

80 79,,. (,,, ). 14 1).,.,,.. 142), CD. CD,. 143),, (**). 141) Anthony DeCurtis, Eminem's Hate Rhymes, Rolling Stone, , at 17-18( Wal-Mart Kmart,. ). 142),. 143) CD.

81 80 I 3. 1),,. RIAA 144), (American Academy of Pediatrics) (the National Parent Teacher Association) (one-size-fits-all). 145), ( 144) ). 145) Impact of Music Video on Children and Youth, 96 pediatrics 1219( ), ), the American Academy of Pediatrics CD,,,,.,,,. the National PTA,,,, Conventions Resolutions Committee NPTA Resolution, at XIV.2 the Parents Music Resource Center Barbara Wyatt. Labels and Lyrics : Do Parental Advisory Labels Inform Consumers and Parents? :Hearing Before the Senate Comm. on Commerce, Science, and Transp., 105th Cong. 59, 60(1998). G Part III.

82 8 1, ). 146),.. 147) ),., CD ) RIAA. 150), , 146). 147) RIAA Parental Advisory Program Memorandum, supra note 121 at ). B Part II (Media in thehome2000, supra note 15, at 41; Roper Starch Worldwide, 1999 Roper Youth Report, 1999, p.47 ). 149),.,. 150) RIAA Parent's Usage Guideline, supra note 133.

83 82 I (44%) (12%) (32%). 151) 74%., 9%., 45%. 152) 1999, 74%. 22%. 153) 73% ) 151) F. 152) Id. 153) Children and Violence, supra note ), 84%.

84 83? 11% 55% 34%? 34% 37% 28% 72% 77%?,, 62% 38%? 74% 14%? 44% 40% 2) CD,, ( MP3). 155) 156),

85 84 I. 157) 155) Moving Pictures Experts Group Level 3 MP CD. MP3 Revolution MusicBusiness, special/mp3 ( ), Rob Walker, Between Rock and A Hard Drive, N.Y. Times Mag., , at MP ,000 MP3.. Gordon Masson, How Do Net Pirates Distribute Music?, Billboard, , at 104.; Walker, supra at ), (Napster). MP3. Noak Robichon, Free for All, Entertainment Wkly., , at 72; Ed Chrisman & Brian Garrity, Web Worries : Downloads, Customer Info, Billboard, , at 1, 92. 1, David Segal, An Upside to Music Downloads, Wash. Post, , at A1... Robschon, supra, at 72, Walker, supra note 155, at 77. (Gnutella). Segal, supra, at A1... Don Clark & Martin Peers, Music Companies Fight Back, Hoping Downloads f or Fees Can Prove as Popular as Free, Wall St. J., , at B1(Intel Corp Avram Miller ); Ann Donahue, MP3 Search Site: Privacy Made Easy, Variety, , at 40.,.. Christman & Garrity, supra, at 92(Warehouse Music/Checkout.com Jason Fiber ). 157) Annenberg Public Policy Center, % 67%., %. Joseph Turow & Lilach Nir, The Internet and the Family 2000 : The View From Parents/The View f rom Kids[ The Internet and the Family 2000] 7(Annenberg Pub, Policy Ctr. U. Pennsylvania

86 ) 2000)(Roper Report and the 1999 Current Population Survey(CPS) )., the 1999 Roper Youth Report, % Roper Youth Report, supra note 148, at 167. (65%) (22%). 2, 1, ,000. Michiyo Yamada, Market Spotlight : Today's Teens, Tomorrow's Net Consumers, Indus. Standard, , com/research/metrics/display/0,2799,9901,00.html( ). 2003, 14%. Maryann Jones Thompson, Tracking the Internet Economy : 100 Numbers You Need to Know, Indus. Standard, , ,00.html( ). 158),. Clark & Peers, supra note 156, at B1; Michael Grebb, Labels Jump On Digital Rights Bandwagon, Billboard, , at 67. BMG. Id. at 77( Kevin Conroy ). Sony, EMI, Universal. Eileen Fitzpatrick, ARTISTdirect Quietly Buys Mjuice, Which May Benef it Maj or Labels, Billboard, , at 6; Martyn Williams, Sony Establishes Online Music Retailing Venture, computing/04/07/sonet.music.ing/index.htm( ).. Christman & Garrity, supra note 156, at 92...,. Don Waller, Dr. DreJ oins Fray, Files Napster Suit, (Limp Bizkit Fred Durst ), = ( ).,. RIAA (Napster). Walker, supra note 155, at 77.. MP3.com

87 86 I. 3) RIAA. 159), RIAA CD,, ( ) (a point-purchase disclosure). 160). 161) 8, MP3.com MP3.com. Walker, supra note 155, at 77, David Segal, MP3.com Is Loser in Copyright Case, Wah. Post, , at E1. MP3.com, 3.. Clark & peers, supra note 156, at B1, B4; MP3, EMI Reach Truce, , cnnfn.cnn.com/2000/07/28/technology/emi_mp3( ). 159) RIAA Parental Advisory Program Memorandum, supra note 121, at ),.. 161) CD..

88 ),., (8%). 163),,,,. 164) 162),.,...,, (CD ). 163) Blaze, GamePro, Electronic Game Monthly, Metal Edge, Right On, Seventeen, Teen People, Thrasher, Vibe. I. 164) 39, 39 4.? PAL? PAL? % 45% 27% % 55% 73%? 34 87% 5 13%? 27 69% 12 31%? 29 74% 10 26%? 14 36% 25 64%? 0 0% %

89 88 I.., Cash Money Record. 165), Amazon.com. 166). CDNow.com TWEC.com. 167),.. 168) H CD 13 3.,, 50%,.. H. 165) 166) 167) ), % %. F. the 1999 Roper Youth Report, CD, 8

90 89,., RIAA RIAA., RIAA.,,, (50% ) 16.,, 12 27% %., %. 3 F.

91 90 I, RIAA

92 ,.,., TV,,,,, TV,.,,,. 169) (27%). 169), (,, )..

93 92 I. :,,, / : / (Alternative/Urban),,, ) ) ) 17, 170),,, Foot Action. Foot Action inf ra note ),.

94 93. 1) (70%) (, Blaze, GamePro, Right On!, Seventeen, Skateboarding, Thrasher, Vibe, YM ). 172) 40% 80% ). 11,., ) 172) ), 18. Blaze, Electronic Gaming Monthly, GamePro, Heckler, Hit Parader, Jump, Metal Edge, Right On!, Seventeen, Teen, Teen People, Thrasher, TransWorldSkateboarding, Vibe, Warp, YM. I. 174) supra note 163.

95 94 I 2) TV TV TV MTV, BET, The Box. 175) 175) MTV BET,,,. The BOX Music Network MTM(market-by-market). MTV The BOX Network Viacom Form 10-K[ Viacom 10-K], at 13, MTV, 3 MTV Advertising Age, , at 49, Advertising Age, , at 25. The BOX, Hollywood Reporter Movies & the Media Special Issues, , at S-21., MTV 42% The BOX 83% Jeffrey D. Stanger & Natalia Gridina, Media in the Home 1999 : The Fourth Annual Survey of Parents and Children, at 11(Annenberg Pub. Policy Ctr. U. Pennsylvania(2000))( , % MTV ), I. BET Curtis Gadson, BET Barry Garron, Novel Ideas, Billboard/Hollywood Reporter, , at S-10, S-11. BET , BET 4:30 7:30, 1, , I. VH-1 MTV

96 95 : TV... TV. 176),, TV MTV Total Request Live, Jams Countdown BET Rap City.. 177) Viacom 10-K, at I-5. VH ) 17.. MTV BET... Robert H. DuRant, Violence and Weapon Carrying in Music Videos :A Content Analysis, 151 Archives Pediatr. Adolesc. Med ( ). 177) Rap City Total Request Live MTV BET.. 4.

97 96 I 3) TV., (The Simpson), (South Park), Buffy the Vampire Slayer ) 4)..,., 179), 178) I.,, (The Simpson) (South Park) Barbara Kantrowitx & Pat Winger, The Truth About Tween, Newsweek, 1999, , at 62[ The Truth About Tweens]. 179), %. The Internet and the Family 2000, supra note 157, at 6(Roper Report and the Current Population Study for 1999 ) % %. the Recreational Software Advisory Council.

98 ) ( ) ( ). 181),,,,. mtv.com, bet.com, ubl.com ) :.,, Net Nanny.,. 180) supra note ).., After School Special,. 182) enimen.com, limpbizkit.com, korn.com, sonymusic.com, peeps.com, mtv.com, ubl.com, cdnow.com, launch.com, sonicnet.com, farmclub.com, wallofsound.com PC Data Online Reports I.

99 98 I 5). 183),,, ( ).,,,,, CD, (locker poster),, T,,,, (scratch and win).,,,.,. 17, Foot Action Downtown Locker Room. 184) 183).,. 184) Foot Action Foot Action ( ),, 3, 330.

100 99. 6) ,,., (on-air). 7), ( ) (cross-market)., R-. PG PG M-. E-.

101 100 I ,,, ),. 17 CD ) 8 : Amazon.com, inc.( ), Best Buy Co., Inc.(Best Buy stores CDnow, inc.( ), MTS, Inc.(Tower Records stores Musicland Group, Inc.( com, Target Stores, Inc(Target Stores Trans World Entertainment Crop.( Wal-Mart Stores, Inc.(Wal-Mart stores

102 , %. 186) 12%. 187) FTC??? ( 383 ) 12% 88% 85% 15% 16% 84% 186) F. 187) Id.

103 102 I. ESRB. ESRB.. - (Ente rta inme nt Softwa re Rating Boa rd) 188) 1990,.,. 189) 1994 (Interactive Digital Software Association[IDSA]). 190), IDSA 188) Entertainment Software Rating Board, Is This Computer or Video GameRightfor Your Home? Check the Rating(1999)( )( ). 189) D. 190) Video Rating System : Hearings Bef ore the Senate Sub comm. on Reg. and Gov't Inf or and the Senate Subcomm, on Juv. Just., 103d Cong.(1994)(Interactive Digital Software Association Jack Heistand ), reprinted at 1994 WL The Interactive Software Association, PC,. IDSA %. IDSA, Electronic Entertainment Expo,,, 1

104 103, (Entertainment Software Rating Board[ESRB]). 191) IDSA/ESRB. CD ( TV 64(Nintendo 64), (Sega Dreamcast) (Sony Playstation)), ( PC ). ESRB. 192) ) the Software Publishers Association( the Software & Information Industry Association ).,,., American Amusement Merchants Association. D. 192) ESRB (interaction). ESRB ESRBi. ESRB 1998 (,, ) ESRBi. ESRBi ESRB. ESRBi. i (interactive).. ESRBi-About the ESRBi Ratings System, wwwersb.org/esrbi/about.html( ). ESRB., ESRB ESRBi

105 104 I., IDSA (Advertising Code of Conduct : Adcode) ESRB (Principles and Guidelines for Responsible Advertising Practices : Ad Principles). 193) 1., IDSA ESRB., 11 ESRB ). 52. Sites and Online Games Rated by ESRBi, ). 3 M-. Id. ESRBi. 193), IDSA Adcode ESRB Ad Principles. 194) ESRB. ( ) ( E ).

106 ) 2. 1) ESRB, (pool). (pool) (gender),,. 196) 3,. 197),., 200.,,.. 195) M-. 11 IDSA (IDSA 32 ) IDSA. ISDA, Member Links, members.html( ). 196). ESRB 100. News & Inf o: How Does a Product Get an ESRB Rating?, ). 197) Id.,

107 106 I. 3 2,. 198) IDSA/ESRB 5., (Early Childhood : EC ),, (Everyone : E ), 199), (Teen : T ),, (Mature : M ),, (Adults Only : AO ) 200)., M- 17, T- 13. ESRB, ESRB's Product Submission Form and Questionnaire..?,?,?,. ( 5 7 ), ESRB,. 198) ESRB. ESRB.,., ESRB (Rating Certificate).,,.. 199) , E Kids to Adult K-A. Ratings Categories & Content Descriptor, ). 200) Id.

108 107 (Rating Pending : RP ). 201) ESRB, 75% EC E- 19% T-, 7% M-, 1% AO-. 202). 203) 201) ESRB, RP.,.,, RP.. ESRB,. 202) News & Info: How Does a Product Get an ESRB Rating?, html ( )., M- T- 7% 19%. Forbes M- : M %. Ben Pappas, Video Games Generate Billions in Revenue-and Controversy. Do They Go Too Far?, Forbes, , at ) ESRB : EC 3. E- 6.. ( ),. T- 13.,, /. M- 17. T-.,. A O-. /. AO 18. RP - ESRB. Rating Categories & Content Descriptors, supra note 199.

109 108 I,,,. 204), (animated), 205), 206), 207), 208), 209), 210), 211). M- 17, T- 13, ( E- ) 6, EC- 3. ESRB (ESRB )., 6 ESRB, ) Rating Categories & Content Descriptors, supra note 199.,. F.,. Id. 205) / /. Rating Categories & Content Descriptiors, supra note ). 207). 208) / /. 209). 210)

110 109, 212) 213).., 214),. 215) /. 211). 212) /. 213). 214), Pong..,,..,. Kelly Anders, Marketing and Policy Considerationsfor Violent Video Games, 18 J. Pub. Pol'y & Marketing 270, 270(1999)( 1970,. ). 215) : ( )..... Id. at 271., 1 ( ),.

111 110 I. E-. T, M, AO-. M- T E-, ( ) M-. 216),, 217). 218) 216) T- Syphon Filter M- Syphon Filter 2. GamePro. Editor's Letter: Buyers Beware, GamePro, , at 24. ESRB. Syphon Filter 2 Syphon.,. Id.,. Browse/Search Product Index, ) ( Syphon Filter ). 217), 75%. F. 218).., Soldier of Fortune M-.. Browse/Search Product Index, www. esrb.org/search/index.html( ) ( Soldier of Fortune ).

112 111 2),, ( 1 ),, ( )...., CD. 219). 220). ( ). Adcode 221), 219) ) ). 1998,. 30

113 112 I. IDSA Adcode,.,,. J( (Electronic Game Industry Compliance with Self Regulatory Code Requirements to Disclosure Ratings Information on Product Packaging, in Advertising and Online)),.,. 222). ESRB,. ESRB.,. 222), ESRB RP (the Rating Pending)., Computer Gaming World RP. 4 M-.

114 113., IDSA. IDSA,. 223), IDSA. 224), IDSA. ESRB. IDSA. 225), IDSA/ESRB , 61%, 37% 223).,.,,, CD,.,., IDSA Adcode. 224) T M. ESRB, T-. 225) News & Inf o: About the Entertainment Software Rating Board, news.html( ).

115 114 I. 226). 227). ESRB ESRB. 228) ESRB 45%. 94%, 64%. 229) (Kaiser Family Foundation) %. 230) ) 61%, 20%, 41%, 30%. F., 73%. Id. IDSA/ESRB. Id. 227) F., 28%..? 20% 18% 14% 15% 29% 4% 228) F. 229) ESRB Survey, supra note 65.

116 115 (the National Institute on Media and Family). 40%. 231),., ) (Kaiser Study) 86%. 233) IDSA/ESRB ESRB 80%. 234), (4%) (50%). 235) % 230) Kaiser Survey, supra note 30, at ) David A. Walsh, National Institute on Media and the Family, 1998 Video and Computer Game Report Card(19998, ), research/vgrc/ shtml( ). 232) F. 233) Kaiser Survey, supra note ) ESRB Survey, supra note ) F. 22%, 6%. Id.

117 116 I. 20%. 236). ( 2 ) IDSA/ESRB IDSA ESRB (Advertising Review Council [ARC]). 237) , Adcode, ARC (Principles and Guidelines for Responsible Advertising Practices [Ad Principles]),,. Ad Principles,, Adcode. 238) ESRB Ad Principles ARC,. 239) 236) Children and Violence, supra note ) IDSA, Entertainment Software Group Creates Independent Council to Oversee Video Game Advertising, 1999, ( ), IDSA News Release]. 238) Ad Principles at 5 239) Id. at 4.. ARC, 10. Id. at 7-8., ARC. ESRB. 1, 1, / 1, 2. ARC ESRB Ad Principle

118 117? 17% 53% 29%? 38% 45% 15% 68% 6 1%?, 52% 45%? 77% 9%? 55% 29% IDSA, ARC. ESRB,,,. ARC,,,,. Id. at 9-12.

119 118 I ARC.. ESRB. 240) ), ARC. 242) Ad Principle, ARC. 243) M-. 15 Behemoth 240) ESRB T. Id. at ). Id. at )., /,,,,,,,, (Sadism),,,,. Id. at ), ARC.. M- ESRB Ad Principles : ESRB..

120 ) ARC IDSA Ad Principles. ARC Ad Principal Ad Principles. 245). (Resident Evil : M- ), : (Resident Evil)., ESRB. 17 Turok (Quake)( M- ) (Resident Evil) 244) GamePro( ); Computer Gaming World( ). 245) IDSA News Release, supra note 237. : Imagine Media( Next Generation, PlayStation Magazine, PC Accelerator, PC Games, the Official Dreamcast Magazine, N Gamer Daily Radar.com Web site ), Ziff-Davis( Computer Gaming World, Electronic Gaming Monthly, the Official US PlayStation Magazine, Expert Gamer ), IDG Games Media Group( GamePro ). Id.

121 120 I. (Res Evil)? 246) ( 3 ),. 1995, IDSA Adcode T, M, AO-,. 247) IDSA, Barbie Magazine T AO-. 248) 1998, IDSA. 249) 246) Editor's Letter : Evil Is as Evil Does, Game Pro , at 26( ).. 34%. F. 247) IDSA Adcode IV. B( ). IDSA Adcode.,,. Id., T- 13.,. Id. 248) Marketing Violence to Children: Hearing Before the Senate Comm. on Commerce, 106th Cong.(1999)(IDSA Douglas Lowenstein ), reprinted at 1999 WL ) IDSA., IDSA M- IDSA

122 12 1,. Adcode., IDSA : M-, Section IV B IDSA Advertising Code of Conduct.

123 122 I ).,, 251),,,,,, 252), 250) 1999,. 17. Anderson & Associates Videogame Sanpshot( )(1,000 )( ). 251),,.,,, (standee), (end cap), (counter card),. 252) M-..,,,..

124 123, 253),,, (,,,, ),,,, T-,,,. 2. M -, IDSA, M-. 17 ( ) M , 118 M- 83 (70%) (51%) ) 253),. (evangelist) (message-seeding). 3D (shooter).. 254) 60 M-,,.,., 1998

125 124 I (26%) (72%). 255) 17, 23 M )., (91%) M- 257), M12-25 N64 PSX, N64 PSX : : 18 24, : : : , , 15, 4 16, ), 64 M- (, PlayStation, Nintendo 64, Super Nintendo, Dreamcast, Saturn system ) 54 PC M % PC % 16. PC PC. 1998, 78% 25 PC 32%. 256) 35, PC. PC. 257)..

126 (M ) 258)., ( M M ) 259), 6 8., 17. M- 1999, E- Gals Fighter. Retail Buyer Guide, GameWeek, , at 17, Browse/Search Product Index, )( Fighter ). 258) M- : M-. M. ESRB...,. 259) supra note 254( ).

127 126 I 17., M- 260), M Nintendo 64 (6 34 ),. M-.,,,, 12. TV , , 1998 PSX M ( ), N64 M ( 9 34 ). 261) 260) M T- : T- : 13 25, M- : ), 1999 : M-.

128 127 17, M-. 262), 17,,,, 263). M- / 17 ( ). 264) 262),. 263),., 4 M- 17., 11 7 M , , (urban), /,,,,, M-. M-.,. 6A-8A ( ). M , ( ). 14, ), M , M M , M

129 267) 268) 269) 128 I M M- 265) 266) A B C D E F G H I J K 26 6) ) 26 8) TV 269) 2 66) 1999, % M- MTV Raw, War Zone, Smackdown, Live Wire, Metal, Superstars, Sunday Night Hear, Jacked (World Wrestling Federation) ) ,.. 266) ) ) 17. M-. 269) M-.

130 % M-, M ), % M-. 271) , M- 40% ). M- 14% 67% 17 2 M- 10% ) 270) GamePro , (Readers' Choice for Best Adventure Game) 3 (Resident Evil 3 : Nemesis)(M) (Metal Gear Solid : VR Missions)(M). Your Final Answer, GamePro, , at (House of the Dead 2)(M) Turok : Rage Wars 2 (Qauke II)( M- ). Id. GamePro, 62% 18. I. Kidscreen , , Tony Hawk Pro-Skater (T- ), Pokemon (E- ), 2 (Resident Evil II)(M- ) 2 (Diablo II)(M- ). Pokemon 2 (Resident Evil II). Kid Think Inc., The Teen Scene in the summertime, Kidscreen, , at ) F M-. 272) The NPD Group, Inc., NPD's Annual 1998 & 1999 Consumer Purchase Data f or the Video Games Industry( ). 273)

131 130 I 1) 17 M-., 11 9 GamePro, Electronic Gaming Monthly, 274) Expert Gamer, Tips and Tricks Unofficial Playstation Magazine M-. 17 (54% 68% ). 275) GamePro Electronic Gaming 18 ( ). 276)., ESRB M-.,, (interaction). (12 17 ) ESRB. 274) Electronic Gaming Monthly Next Generation.. Next Generation. PC. Reader Profile, Next Generation 34% ) I Nintendo Power M-. 75% 17. M-., GamePro, Electronic Gaming Monthly, Expert Gamer M-. Retail Buyer Guide, GameWeek, , at ) GamePro 62% 17. Electronic Gaming

132 M-., IDSA M- 20, 277)., 60% 17, 16 M ) 279) Monthly 59% 17. I Newsweek GamePro Electronic Gaming Monthly The Truth about Tweens, supra note 178, at 62. GamePro : GamePro. Teen Research Unlimited, %( ) GamePro. GamePro GamePro. Editor's Letter : I'll Take GamePro to Win, GamePro, , at ) M- M-., M-. 278) IDSA, ESRB M-. 279), RP. IDSA Adcode RP. ISDA Adcode at V.D , ESRB T- T M. M-., M-, T- T-.

133 132 I. 280) G a m e P ro Ele c t ro n ic G a m ing Mo nt h ly ( ) M- T - E- 2) M-. M ) GamePro Electronic Gaming Monthly. M-..., IDSA GamePro.. Marketing Violence to Children : Hearing Before the Senate Comm. on Commerce, Science, and Transp, 106th Cong. (1999) (Douglas Lowenstein ).

134 ) (The Simpsons), WWF Smackdown, That 70's Show, King of the Hill, Dawson's Legendary Journey, SOS (Baywatch), X- (X-Files), V. I. P., Smart Guy, WCW Wresting. 282) TV, MTV, Comedy Central, Sci-Fi, USA, TBS( ), TNT( ) M-., M ) 281) ,, 3 1 M-. I. Simmons Market Research Bureau, STARS 1998 : Simmons Teen Age Research Study( )., 17, M-. 282) Video Monitoring Service(VMS) 1998, 1999, 2000 M-., ( SOS (Baywatch), Beat Siute, (South Park), Total Request Liv e, WWF Smackdown ) M-. 283) M-, TV. Comedy Central (South Park), MTV Beavis & Butthead, Daria, Single Out, Weekend Stunt, TBS/TNT Wrestling, WCW Thunder, Babylon 5 USA SOS (Baywatch), Saved By The Bell, Up All Night, USA High, Wrestling..

135 134 I. 3) (91%) ( ) M-. 284) gamespot.com, ign.com, mtv.com, happypuppy.com, gamesdomain.com. 285) TV GPR MTV 60% Sci Fi 10% Comedy 10% TBS/ TNT 10% USA Network 10% 100% M- : T V : : - TV : MTV, Comedy Central, Sci-Fi, USA, TBS Wrestling. - : (Hercules), Xena, (A. Gladiators), Westling, SOS (Baywatch). 284) M-.., M-. 285) 4, 17 gamespot.com 32.4%

136 135 ign.com, gamespot.com, mtv.com mtv.com. 3. T - M-, T- ( ) 85. T ) 6. M- T (55%), 13 T- 41%, ign.com 32.6% 45.9%, happypuppy.com 27.6% 48.8%. I. 286) M- T- Game Boy Nintendo. Nintendo 64 PlayStation PC, -. Game Boy 6 E-. Browse/Search Product Index, platform.cgi( )( Game Boy )., E- Game Boy M-. M- 6. Daphne White, It's Not Just a Toy, It's an Indoctrination, Wash. Post, , at B3. G(Third-Party Views and Suggestions f or Improvement of Entertainment Media Rating and Labeling Systems) at 3.