Advertising to Children: Concepts and Controversies
SAGE, Jul 16, 1999 - Business & Economics - 322 pages
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.
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adolescents ads appearing adult adver analogy analysis Association audience authoritarian awareness behavior body image brand Broadcasting Camel cigarettes Carlson cereals child children's ads children's advertising children's programming children's television cigarette concept-oriented communication Consumer Research directed at children effects of television exposure factors female fine-print disclosures focus groups food advertising girls Grossbart included informational peer influence interaction Joe Camel Journal of Advertising Journal of Consumer Journal of Marketing Kids Laczniak Les Carlson male marketplace knowledge Marlboro Marlboro cigarettes mean messages Miller Lite models Moschis Muehling negative network affiliation nonsmokers nutrition information parental styles persuasive intent physically attractive prime-time ads Psychology responses sample significant skepticism toward advertising socially desirable traits suggest susceptibility to informational symbolic target teens television advertising Television Commercials television programming television viewing themes Trix cereal Trix Rabbit types understanding variables viewers viewing motivations Wartella watch