• 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.

Advertising's Effects: Juxtaposing Research with Older and Younger Youths
Advertising's effects: Juxtaposing research with older and younger youths
Marvin E.Goldberg

As with many literatures, the research examining advertising's effects on the young has tended to be somewhat insular. By convention, a somewhat arbitrary line has typically been ...

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