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 CarlsonPART ONE: IN SEARCH OF WHAT CHILDREN KNOW AND THINK ABOUT ADVERTISING AND HOW ADVERTISING WORKSThrough the Eyes of a Child - Deborah Roedder John Children's Knowledge and Understanding of AdvertisingSocialization and Adolescents' Skepticism toward Advertising - Tamara F Mangleburg and Terry BristolEvaluating Impact of Affiliation Change on Children's TV Viewership and Percpetions of Network Branding - Robert Abelman and David AtkinYouth, Advertising and Symbolic Meaning - Cindy Dell ClarkPART 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 1950sMothers' Preferences for Regulating Children's Television - Ann D Walsh, Russell N Laczniak and Les CarlsonA Comparison of Children's and Prime-Time Fine-Print Advertising Disclosure Practices - Darrel D Muehling and Richard H Kolbe The Beauty Myth and the Persuasiveness of Advertising - Mary C Martin, James W Gentry and Ronald Paul Hill A Look at Adolescent Girls and BoysSelling Food to Children - Bonnie B Reece, Nora J Rifon and Kimberly Rodriguez Is Fun Part of a Balanced Breakfast?PART THREE: ADVERTISING DIRECTED TO CHILDREN ABOUT CIGARETTES, SMOKING AND BEERHow Do We Persuade Children Not to Smoke? - Laura Peracchio and David LunaCamels and Cowboys - Barbara J Phillips and Liza Stavchansky How Junior High Students View Cigarette AdvertisingAdolescents' Attention to Beer and Cigarette Print Ads and Associated Product Warnings - Richard J Fox et alPART FOUR: FUTURE DIRECTIONS FOR RESEARCHAdvertising to Children in the Twenty-First Century - Christine Wright-Isak New Questions within Familiar ThemesThe Future for Children and the Internet - Carole WaltersAdvertising's Effects - Marvin E Goldberg Juxtaposing Research with Older and Younger YouthsThe Context of Advertising and Children - Jeffrey J Stoltman Future Research Directions
Series: 1-Off Series
Number Of Pages: 336
Published: 1st August 1999
Publisher: SAGE Publications Inc
Country of Publication: US
Dimensions (cm): 22.86 x 15.88
Weight (kg): 0.45