• 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.

Selling Food to Children: Is Fun Part of a Balanced Breakfast?
Selling food to children: Is fun part of a balanced breakfast?
Bonnie B.ReeceNora J.RifonKimberlyRodriguez

There is considerable evidence that children ages two to 11 do not eat a well-balanced diet (Munoz et al. 1997). Moreover, there has been an increase in obesity in the United States in the past 20 years, with 12% to 22% of ...

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