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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
July 1999 | 336 pages | SAGE Publications, Inc
Children represent a valuable target audience for advertisers, with over $200 billion in direct purchases and influenced spending. However, questions exist about both the effectiveness of marketing to children as well as the impact this advertising has on the children themselves. Current debates over smoking and alcohol consumption highlight this issue from all perspectives: marketers, parents, and policymakers. Advertising to Children presents cutting-edge 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. Editors M. Carole Macklin and Les Carlson have lead research in this field and lend their expertise. More than just a litany of hot topics, this book provides a wide-angle lens on the field, with insights from advertising, marketing, communication, and psychology.
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
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'
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
Mary C Martin, James W Gentry and Ronald Paul Hill
Bonnie B Reece, Nora J Rifon and Kimberly Rodriguez
Selling Food to Children
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
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
Carole Walters
The Future for Children and the Internet
Marvin E Goldberg
Advertising's Effects
Jeffrey J Stoltman
The Context of Advertising and Children
