Advertising to Children New Directions, New Media
This important source for students, researchers, advertisers and parents reviews the debates and presents new research about advertising to children. Chapters cover food and alcohol advertising, the effects of product placement and new media advertising,
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Edited by MARK BLADES, CAROLINE OATES, FRAN BLUMBERG and BARRIE GUNTER
Advertising to Children
Advertising to Children New Directions, New Media Edited by Mark Blades University of Sheffield, UK
Caroline Oates University of Sheffield, UK
Fran Blumberg Fordham University, USA
Barrie Gunter University of Leicester, UK
Selection, introduction, conclusion and editorial matter © Mark Blades, Caroline Oates, Fran Blumberg and Barrie Gunter 2014 Individual chapters © respective authors 2014
Softcover reprint of the hardcover 1st edition 2014 All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No portion of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, Saffron House, 6-10 Kirby Street, London EC1N 8TS. Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claims for damages. The author(s) has/have asserted his/her/their right(s) to be identified as the author(s) of this work in accordance with the Copyright, Designs and Patents Act 1988. First published 2014 by PALGRAVE MACMILLAN Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan in the US is a division of St Martin’s Press LLC, 175 Fifth Avenue, New York, NY 10010. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave® and Macmillan® are registered trademarks in the United States, the United Kingdom, Europe and other countries.
ISBN 978-1-349-32170-4
ISBN 978-1-137-31325-6 (eBook)
DOI 10.1057/9781137313256
A catalogue record for this book is available from the British Library. A catalog record for this book is available from the Library of Congress. Transferred to Digital Printing in 2014
Contents List of Tables and Figures
vii
Notes on Contributors
ix
1 Introduction Barrie Gunter, Caroline Oates, Fran Blumberg & Mark Blades
1
2 Do Very Young Children Understand Persuasive Intent in Advertisements? Moondore Ali & Mark Blades
17
3 The Development of Children’s Scepticism About Advertising Maria T. Chu, Mark Blades & Jane Herbert
38
4 Commercial Food Promotion to Children Emma J. Boyland, Joanne A. Harrold, Tim C. Kirkham & Jason C. G. Halford
50
5 Alcohol Advertising and Young People Barrie Gunter
70
6 Advertising to Children in China Kara Chan
93
7 Parents’ Beliefs About, and Attitudes Towards, Marketing to Children Caroline Oates, Nicki Newman & Athanasia Tziortzi
115
8 The Family’s Role in Children’s Interpretation of Advertising Moniek Buijzen
137
9 Linkages Between Media Literacy and Children’s and Adolescents’ Susceptibility to Advertising Fran C. Blumber
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