Advertising to Children on TV
Content, Impact, and Regulation
Routledge – 2005 – 224 pages
Concern is growing about the effectiveness of television advertising regulation in the light of technological developments in the media. The current rapid growth of TV platforms in terrestrial, sattelite, and cable formats will soon move into digital transmission. These all offer opportunities for greater commercialization through advertising on media that have not previously been exploited. In democratic societies, there is a tension between freedom of speech rights and the harm that might be done to children through commercial messages. This book explores all of these issues and looks to the future in considering how effective codes of practice and regulation will develop.
"The chapters…all focus on the central agenda of honoring Walter Kintsch through celebration of his field of study."
"Overall, Advertising to Children on TV provides a solid overview of the topic area and a good synthesis of previous research in a well-written volume. The authors are able to take a more international approach to this heavily studied topic, which increases its applicability and value as a concise look at one of the staples of television content.
—Zeitschrift fur Medienpsychologie
"Because of the accomplishments it highlights and the gaps it uncovers, Advertising to Children on TV is a valuable contribution to the fields of advertising and marketing, media and communication studies, education, and psychology. It is also an essential tool for anyone interested in the ethical ramifications of advertising to children. Furthermore, media literacy scholars will find it helpful for their cause; it highlights the need for further development of media education programs, which is particularly germane in the United States where no formal system of media education has been adapted. Finally, because the text raises questions about the industry's ethical responsibility to child consumers, it should be required reading for anyone working or training to work in the advertising or marketing idustry." --Journal of Mass Media Ethics
Contents: Preface. The Issues About Television Advertising to Children. The Nature of Advertising to Children. Children's Early Understanding of Television Advertisements. Advanced Understanding of Advertising. Theoretical Approaches to Studying Children's Understanding of Advertisements. Advertising Impact: Knowledge, Attitudes, and Values. Advertising Influence: Choice and Consumption. The Incidental Influence of Advertising. Advertising Regulation and Research. Concluding Comments.