Advertising to Children: Concepts and Controversies

by M . Carole Macklin (Editor), Leslie C. Carlson (Editor)

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.

Product Details

ISBN-13:	9780761912859
Publisher:	SAGE Publications
Publication date:	07/16/1999
Pages:	336
Product dimensions:	6.00(w) x 9.00(h) x (d)

Table of Contents

Introduction - M Carole Macklin and Les Carlson
PART ONE: IN SEARCH OF WHAT CHILDREN KNOW AND THINK ABOUT ADVERTISING AND HOW ADVERTISING WORKS
Through the Eyes of a Child - Deborah Roedder John
Children's Knowledge and Understanding of Advertising
Socialization and Adolescents' Skepticism toward Advertising - Tamara F Mangleburg and Terry Bristol
Evaluating Impact of Affiliation Change on Children's TV Viewership and Percpetions of Network Branding - Robert Abelman and David Atkin
Youth, Advertising and Symbolic Meaning - Cindy Dell Clark
PART TWO: SOCIETAL IMPACT AND CONCERNS
'We'll Be Back in a Moment' - Alison Alexander et al
A Content Analysis of Advertisements in Children's Television in the 1950s
Mothers' Preferences for Regulating Children's Television - Ann D Walsh, Russell N Laczniak and Les Carlson
A Comparison of Children's and Prime-Time Fine-Print Advertising Disclosure Practices - Darrel D Muehling and Richard H Kolbe
The Beauty Myth and the Persuasiveness of Advertising - Mary C Martin, James W Gentry and Ronald Paul Hill
A Look at Adolescent Girls and Boys
Selling Food to Children - Bonnie B Reece, Nora J Rifon and Kimberly Rodriguez
Is Fun Part of a Balanced Breakfast?
PART THREE: ADVERTISING DIRECTED TO CHILDREN ABOUT CIGARETTES, SMOKING AND BEER
How Do We Persuade Children Not to Smoke? - Laura Peracchio and David Luna
Camels and Cowboys - Barbara J Phillips and Liza Stavchansky
How Junior High Students View Cigarette Advertising
Adolescents' Attention to Beer and Cigarette Print Ads and Associated Product Warnings - Richard J Fox et al
PART FOUR: FUTURE DIRECTIONS FOR RESEARCH
Advertising to Children in the Twenty-First Century - Christine Wright-Isak
New Questions within Familiar Themes
The Future for Children and the Internet - Carole Walters
Advertising's Effects - Marvin E Goldberg
Juxtaposing Research with Older and Younger Youths
The Context of Advertising and Children - Jeffrey J Stoltman
Future Research Directions

Editorial Reviews

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)\

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