• 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.

The Context of Advertising and Children: Future Research Directions
The context of advertising and children: Future research directions
Jeffrey J.Stoltman

Over the past several decades we have achieved a deeper and broader understanding of a number of different aspects of the relationship between advertising and children. Continuing ...

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