Summary
Contents
Subject index
What drives children as consumers? How do advertising campaigns and branding effect children and young people? How do children themselves understand and evaluate these influences? Whether fashion, toys, food, branding, money - from TV adverts and the supermarket aisle, to the internet and peer trends, there is a growing presence of marketing forces directed at and influencing children and young people. How should these forces be understood, and what means of research or dialogue is required to assess them? With critical insight, the contributors to this collection, take up the evaluation of the child as an active consumer, and offer a valuable rethinking of the discussions and literature on the subject. Features: • 14 original chapters from leading researchers in the field • Each chapter contains vignettes or case examples to reinforce learning • Contains consideration of future research directions in each of the topics that the chapters cover. This book will be relevant reading for postgraduates and advanced undergraduates with an interest in children as consumers, consumer behaviour and on marketing courses in general as well as for researchers working in this field.
Children and Food
Children and Food
Chapter Aims
- To trace the emergence of a distinct children's food culture.
- To identify growing concerns over children's diet and the role of marketing and promotion in shaping children's food preferences.
- To explore family socialization issues surrounding children's food consumption.
- To incorporate children's own perspectives and accounts into debates about food marketing.
- To identify emerging issues and suggest future research directions in the area of children's food marketing and consumption.
Vignette 1: A Child's Daily Intake …
In this extract the author highlights the emergence of a children's food culture that is separate from that of adults and populated by highly processed foods. She argues for the need to socialize children into good eating habits by introducing them to adult eating patterns and a wide ...
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