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.

How Do We Persuade Children Not to Smoke?

How do we persuade children not to smoke?
Laura A.PeracchioDavidLuna

Youth tobacco consumption has been called the single most important public health issue of our era (Tuakli, Smith, and Heaton 1990). Every day in the United States, 3000 children and teenagers under the age of 18 years begin smoking (Light 1996). According to the U.S. Food and Drug Administration ...

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