• 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.

Youth, Advertising, and Symbolic Meaning
Youth, advertising, and symbolic meaning
Cindy DellClark

The gap between academic theory and practical application persists as a recognized concern, both in marketing circles (Root 1998) and by government officials (Schmidt 1998). Fundamentally different approaches typify, for example, the scholarly study of children and advertising, as contrasted with ...

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