• Summary
  • Contents
  • Subject index

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.

Chapter 12: Adolescents' Attention to Beer and Cigarette Print Ads and Associated Product Warnings

Adolescents' Attention to Beer and Cigarette Print Ads and Associated Product Warnings
Adolescents' attention to beer and cigarette print ads and associated product warnings
Richard J.FoxDean M.KrugmanJames E.FletcherPaul M.Fischer

Youth has its hazards. Cautioning adolescents about product dangers is a unique challenge for advertisers and policy makers. Given the current controversy ...

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