Advertising to children
Subtitle: concepts and controversies
By: M. Carole Macklin, Les Carlson, editors.
Contributors: Macklin, M. Carole.; Carlson, Les.
Publisher: Sage Publications
Published: 1999
Place of publication: Thousand Oaks, Calif
Language: eng
Number of pages: 322
Subjects: Television advertising and children -- United States; Advertising and children -- United States
Description: "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."--BOOK JACKET.

"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."--BOOK JACKET.
Notes: Includes bibliographical references and index.
Table of contents: title: Through the eyes of a child : children's knowledge and understanding of advertising / Deborah Roedder John; title: Socialization and adolescents' skepticism toward advertising / Tamara F. Mangleburg and Terry Bristol; title: Evaluating the impact of affiliation change on children's TV viewership and perceptions of network branding / Robert Abelman and David Atkin; title: Youth, advertising, and symbolic meaning / Cindy Dell Clark; title: "We'll be back in a moment" : a content analysis of advertisements in children's television in the 1950s / Alison Alexander ... [et al.]; title: Mothers' preferences for regulating children's television / Ann D. Walsh, Russell N. Laczniak, and Les Carlson; title: Comparison of children's and prime-time fine-print advertising disclosure practices / Darrel D. Muehling and Richard H. Kolbe; title: The beauty myth and the persuasiveness of advertising : a loook at adolescent girls and boys / Mary C. Martin, James W. Gentry, and Ronald Paul Hill; title: Selling food to children : is fun part of a balanced breakfast? / Bonnie B. Reece, Nora J. Rifon, and Kimberly Rodriguez; title: How do we persuade children not to smoke? / Laura A. Peracchio and David Luna; title: Camels and cowboys : how junior high students view cigarette advertising / Barbara J. Phillips and Liza Stavchansky; title: Adolescents' attention to beer and cigarette print ads and associated product warnings / Richard J. Fox ... [et al.]; title: Advertising to children in the twenty-first century : new questions within familiar themes / Christine Wright-Isak; title: The future for children and the Internet / Carole Walters; title: Advertising's effects : juxtaposing research with older and younger youths / Marvin E. Goldberg; title: The context of advertising and children : future research directions / Jeffrey J. Stottman.