Barrie Gunter, Caroline Oates, Mark Blades

Advertising to Children on TV

Content, Impact, and Regulation

• Gebundenes Buch

Produktbeschreibung

Concern is growing about the effectiveness of television advertising regulation in the light of technological developments in the media. There is currently a rapid growth of TV platforms in terrestrial, sattelite, and cable formats and these will soon move into digital transmission. These all offer opportunities for greater commercilization 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.

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Produktdetails

• Verlag: Taylor & Francis Ltd (Sales)
• Seitenzahl: 224
• Erscheinungstermin: 16. August 2004
• Englisch
• Abmessung: 236mm x 157mm x 18mm
• Gewicht: 485g
• ISBN-13: 9780805844887
• ISBN-10: 0805844880
• Artikelnr.: 21920495

Inhaltsangabe

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.