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Advertising to Children
Concepts and Controversies

Edited by:

M. Carole Macklin - University of Cincinnati, OH, USA, University of Cincinnati, USA
Les Carlson - Clemson University, USA

Other Titles in:
Advertising & Promotion | New Media and Communication Technology

August 1999 | 336 pages | SAGE Publications, Inc

Description
Contents

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.

M Carole Macklin and Les Carlson

Introduction

PART ONE: IN SEARCH OF WHAT CHILDREN KNOW AND THINK ABOUT ADVERTISING AND HOW ADVERTISING WORKS

Deborah Roedder John

Through the Eyes of a Child

Children's Knowledge and Understanding of Advertising

Tamara F Mangleburg and Terry Bristol

Socialization and Adolescents' Skepticism toward Advertising

Robert Abelman and David Atkin

Evaluating Impact of Affiliation Change on Children's TV Viewership and Percpetions of Network Branding

Cindy Dell Clark

Youth, Advertising and Symbolic Meaning

PART TWO: SOCIETAL IMPACT AND CONCERNS

Alison Alexander et al

'We'll Be Back in a Moment'

A Content Analysis of Advertisements in Children's Television in the 1950s

Ann D Walsh, Russell N Laczniak and Les Carlson

Mothers' Preferences for Regulating Children's Television

Darrel D Muehling and Richard H Kolbe

A Comparison of Children's and Prime-Time Fine-Print Advertising Disclosure Practices

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

Bonnie B Reece, Nora J Rifon and Kimberly Rodriguez

Selling Food to Children

Is Fun Part of a Balanced Breakfast?

PART THREE: ADVERTISING DIRECTED TO CHILDREN ABOUT CIGARETTES, SMOKING AND BEER

Laura Peracchio and David Luna

How Do We Persuade Children Not to Smoke?

Barbara J Phillips and Liza Stavchansky

Camels and Cowboys

How Junior High Students View Cigarette Advertising

Richard J Fox et al

Adolescents' Attention to Beer and Cigarette Print Ads and Associated Product Warnings

PART FOUR: FUTURE DIRECTIONS FOR RESEARCH

Christine Wright-Isak

Advertising to Children in the Twenty-First Century

New Questions within Familiar Themes

Carole Walters

The Future for Children and the Internet

Marvin E Goldberg

Advertising's Effects

Juxtaposing Research with Older and Younger Youths

Jeffrey J Stoltman

The Context of Advertising and Children

Future Research Directions

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