Children' 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.

Through the Eyes of a Child: Children's Knowledge and Understanding of Advertising

Through the eyes of a child: Children's knowledge and understanding of advertising
Deborah RoedderJohn

Early interest in the area of children's advertising was ignited, in large part, by questions about children's knowledge and understanding of television ...

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