Advertising to Children: Concepts and Controversies

Advertising to Children: Concepts and Controversies

by M . Carole Macklin
     
 

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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

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Overview

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.

Editorial Reviews

Booknews
A publication of the American Academy of Advertising, this book examines what children know and think about advertising, how advertising works with children, and what issues this relationship presents for societal and policy debate. One section focuses specifically on recent controversies over cigarette and alcohol advertising, and the final group of contributions charts directions for future research on the topic. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Product Details

ISBN-13:
9780761912859
Publisher:
SAGE Publications
Publication date:
07/28/1999
Pages:
336
Product dimensions:
6.14(w) x 9.02(h) x 0.68(d)

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