• 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.

Socialization and Adolescents' Skepticism toward Advertising
Socialization and adolescents' skepticism toward advertising
Tamara F.MangleburgTerryBristol

Understanding Adolescents' attitudes toward advertising is important for several reasons. The spending power of teens is substantial and likely to grow in the future as members of the baby boomlet enter adolescence. Indeed, teens are ...

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