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Advertising to Children
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Advertising to Children
Concepts and Controversies

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August 1999 | 336 pages | SAGE Publications, Inc
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.

M Carole Macklin and Les Carlson
Introduction
 
PART ONE: IN SEARCH OF WHAT CHILDREN KNOW AND THINK ABOUT ADVERTISING AND HOW ADVERTISING WORKS
Deborah Roedder John
Through the Eyes of a Child
Children's Knowledge and Understanding of Advertising  
Tamara F Mangleburg and Terry Bristol
Socialization and Adolescents' Skepticism toward Advertising
Robert Abelman and David Atkin
Evaluating Impact of Affiliation Change on Children's TV Viewership and Percpetions of Network Branding
Cindy Dell Clark
Youth, Advertising and Symbolic Meaning
 
PART TWO: SOCIETAL IMPACT AND CONCERNS
Alison Alexander et al
'We'll Be Back in a Moment'
A Content Analysis of Advertisements in Children's Television in the 1950s  
Ann D Walsh, Russell N Laczniak and Les Carlson
Mothers' Preferences for Regulating Children's Television
Darrel D Muehling and Richard H Kolbe
A Comparison of Children's and Prime-Time Fine-Print Advertising Disclosure Practices
The Beauty Myth and the Persuasiveness of Advertising Mary C Martin, James W Gentry and Ronald Paul Hill
A Look at Adolescent Girls and Boys  
Bonnie B Reece, Nora J Rifon and Kimberly Rodriguez
Selling Food to Children
Is Fun Part of a Balanced Breakfast?  
 
PART THREE: ADVERTISING DIRECTED TO CHILDREN ABOUT CIGARETTES, SMOKING AND BEER
Laura Peracchio and David Luna
How Do We Persuade Children Not to Smoke?
Barbara J Phillips and Liza Stavchansky
Camels and Cowboys
How Junior High Students View Cigarette Advertising  
Richard J Fox et al
Adolescents' Attention to Beer and Cigarette Print Ads and Associated Product Warnings
 
PART FOUR: FUTURE DIRECTIONS FOR RESEARCH
Christine Wright-Isak
Advertising to Children in the Twenty-First Century
New Questions within Familiar Themes  
Carole Walters
The Future for Children and the Internet
Marvin E Goldberg
Advertising's Effects
Juxtaposing Research with Older and Younger Youths  
Jeffrey J Stoltman
The Context of Advertising and Children
Future Research Directions  

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ISBN: 9780761912859
£49.99

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