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Title Advertising to children : concepts and controversies / edited by M. Carole Macklin and Les Carlson
Published Thousand Oaks, Calif. ; London : Sage Publications, [1999]


Location Call no. Vol. Availability
Description xiv, 322 pages : illustrations ; 24 cm
Contents Machine derived contents note: 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
Summary "Advertising to children is a topic that stirs constant debate. The children's market offers enticing potential to advertisers, with over $200 billion in direct purchases and influenced spending. These advertisers and marketers want to know if their investment in reaching the children's market is cost-effective. On the flip side of the issue are the parents and educators, who want to know how this advertising impacts the children themselves."--BOOK JACKET. "Advertising to Children presents research designed to stimulate and inform this debate. Well-known authors contribute their perspectives, with chapters organized in sections to address what children know and think about advertising, how advertising works with children, and what issues are at the forefront of societal and public-policy thinking."--BOOK JACKET
Bibliography Includes bibliographical references and index
Subject Advertising and children -- United States.
Television advertising and children -- United States.
Author Carlson, Les.
Macklin, M. Carole.
LC no. 99006231
ISBN 0761912843 (cased)
0761912851 (paperback)