Advertising to Children on TV Content, Impact, and Regulation

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Overview

Children's responses to advertising on TV and other media have been widely researched over the years, but no book devoted to the subject has appeared since 1990. These three authors have taken up the task by presenting a discussion of all the issues that surround regulating and protecting children from advertising, which they are not themselves able to assess because of psychological immaturity.
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Product Details

  • ISBN-13: 9780805844887
  • Publisher: Taylor & Francis
  • Publication date: 8/16/2004
  • Pages: 224
  • Lexile: 1430L (what's this?)
  • Product dimensions: 6.00 (w) x 9.00 (h) x 0.80 (d)

Table of Contents

1 The issues about television advertising to children 1
2 The nature of advertising to children 14
3 Children's early understanding of television advertisements 30
4 Advanced understanding of advertising 48
5 Theoretical approaches to studying children's understanding of advertisements 62
6 Advertising impact : knowledge, attitudes, and values 81
7 Advertising influence : choice and consumption 102
8 The incidental influence of advertising 119
9 Advertising regulation and research 139
10 Concluding comments 164
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