Advertising to Children Concepts and Controversies [Paperback]

Children's advertising is a subject that raises many pertinent issues of morality. Marketers want to know if their huge investment in the children's market is well spent; parents and educators are anxious to learn how effective this type of advertising is, and what sort of impact it has on the children themselves.

This volume presents cutting-edge research designed to stimulate and inform this debate. Topical issues such as smoking and alcohol consumption highlight this issue from all perspectives.Children's advertising is a subject that raises many pertinent issues of morality. Marketers want to know if their huge investment in the children's market is well spent; parents and educators are anxious to learn how effective this type of advertising is, and what sort of impact it has on the children themselves.

This volume presents cutting-edge research designed to stimulate and inform this debate. Topical issues such as smoking and alcohol consumption highlight this issue from all perspectives.Introduction - M Carole Macklin and Les Carlson
PART ONE: IN SEARCH OF WHAT CHILDREN KNOW AND THINK ABOUT ADVERTISING AND HOW ADVERTISING WORKS
Through the Eyes of a Child - Deborah Roedder John
Children's Knowledge and Understanding of Advertising
Socialization and Adolescents' Skepticism toward Advertising - Tamara F Mangleburg and Terry Bristol
Evaluating Impact of Affiliation Change on Children's TV Viewership and Percpetions of Network Branding - Robert Abelman and David Atkin
Youth, Advertising and Symbolic Meaning - Cindy Dell Clark
PART TWO: SOCIETAL IMPACT AND CONCERNS
'We'll Be Back in a Moment' - Alison Alexander et al
A Content Analysis of Advertisements in Children's Television in the 1950s
Mothers' Preferences for Regulating Children's Television - Ann D Walsh, Russell N Laczl–