Advertising to Children

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Author: M Carole Macklin
Publisher: SAGE Publications Inc
Edition: 1st Edition
ISBN-13: 9780761912859
Publishing year: 1999-07-01
No of pages: 336 pages
Weight: 480 grm
Language: English
Book binding: Paperback

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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.