Advertising to Children on TV Content, Impact, and Regulation

Advertising to Children on TV Content, Impact, and Regulation

by Barrie Gunter, Mark Blades, Caroline Oates
     
 

Gunter (University of Sheffield, UK) examines research concerned with advertising to children on television. The purpose of the book is to establish the status of knowledge about how children respond to advertising on television, how much the research evidence can be taken at face value, and the degree to which research can inform regulation of advertising aimed at… See more details below

Overview

Gunter (University of Sheffield, UK) examines research concerned with advertising to children on television. The purpose of the book is to establish the status of knowledge about how children respond to advertising on television, how much the research evidence can be taken at face value, and the degree to which research can inform regulation of advertising aimed at young viewers. The research reviewed here investigates the content of television advertising aimed at children, children's understanding of advertising, and the influence of advertising on young viewers. Annotation ©2004 Book News, Inc., Portland, OR

Product Details

ISBN-13:
9780805844887
Publisher:
Taylor & Francis
Publication date:
08/16/2004
Pages:
224
Product dimensions:
6.00(w) x 9.00(h) x 0.80(d)
Lexile:
1430L (what's this?)

Table of Contents

1The issues about television advertising to children1
2The nature of advertising to children14
3Children's early understanding of television advertisements30
4Advanced understanding of advertising48
5Theoretical approaches to studying children's understanding of advertisements62
6Advertising impact : knowledge, attitudes, and values81
7Advertising influence : choice and consumption102
8The incidental influence of advertising119
9Advertising regulation and research139
10Concluding comments164

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