Advertising to Children: Concepts and Controversies

Front Cover
Children represent a valuable target audience for advertisers, with over $200 billion in direct purchases and influenced spending. However, questions exist about both the effectiveness of marketing to children as well as the impact this advertising has on the children themselves. Current debates over smoking and alcohol consumption highlight this issue from all perspectives: marketers, parents, and policymakers. Advertising to Children presents cutting-edge research designed to stimulate and inform this debate. Well-known authors contribute their perspectives, with chapters organized in sections to address what children know and think about advertising, how advertising works with children, and what issues are at the forefront of societal and public-policy thinking. Editors M. Carole Macklin and Les Carlson have lead research in this field and lend their expertise. More than just a litany of hot topics, this book provides a wide-angle lens on the field, with insights from advertising, marketing, communication, and psychology.
 

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

Adolescents Attention to Beer and Cigarette
12
Toward Advertising
27
Evaluating the Impact of Affiliation Change
49
Youth Advertising and Symbolic Meaning
77
A Content Analysis
97
Mothers Preferences for Regulating
117
A Comparison of Childrens and PrimeTime
143
The Beauty Myth and the Persuasiveness
165
How Do We Persuade Children Not to Smoke?
211
How Junior High
229
future Directions for Reseorch
275
The Future for Children and the Internet
281
Future
291
Index
299
About the Editors
311
Copyright

Is Fun Part of
189

Other editions - View all

Common terms and phrases

Bibliographic information