Title:
Advertising to children : concepts and controversies
Author:
Macklin, M. Carole.
ISBN:
9780761912842
9780761912859
Publication Information:
Thousand Oaks, Calif. : Sage Publications, ©1999.
Physical Description:
xiv, 322 pages : illustrations ; 24 cm
Contents:
Through the eyes of a child : children's knowledge and understanding of advertising / Socialization and adolescents' skepticism toward advertising / Evaluating the impact of affiliation change on children's TV viewership and perceptions of network branding / Youth, advertising, and symbolic meaning / "We'll be back in a moment" : a content analysis of advertisements in children's television in the 1950s / Mothers' preferences for regulating children's television / Comparison of children's and prime-time fine-print advertising disclosure practices / The beauty myth and the persuasiveness of advertising : a look at adolescent girls and boys / Selling food to children : is fun part of a balanced breakfast? / How do we persuade children not to smoke? / Camels and cowboys : how junior high students view cigarette advertising / Adolescents' attention to beer and cigarette print ads and associated product warnings / Advertising to children in the twenty-first century : new questions within familiar themes / The future for children and the Internet / Advertising's effects : juxtaposing research with older and younger youths / The context of advertising and children : future research directions
Abstract:
"Advertising to children is a topic that stirs constant debate. The children's market offers enticing potential to advertisers, with over $200 billion in direct purchases and influenced spending. These advertisers and marketers want to know if their investment in reaching the children's market is cost-effective. On the flip side of the issue are the parents and educators, who want to know how this advertising impacts the children themselves." "Advertising to Children presents 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."--Jacket.
Subject Term:
Geographic Term:
Electronic Access:
Table of contents http://catdir.loc.gov/catdir/enhancements/fy0656/99006231-t.htmlPublisher description http://catdir.loc.gov/catdir/enhancements/fy0656/99006231-d.html