Description
Gunter (University of Sheffield, UK) examines research concerned with advertising to children on television. The purpose of the book is to establish the status of knowledge about how children respond to advertising on television, how much the research evidence can be taken at face value, and the degree to which research can inform regulation of advertising aimed at young viewers. The research reviewed here investigates the content of television advertising aimed at children, children's understanding of advertising, and the influence of advertising on young viewers. Annotation ©2004 Book News, Inc., Portland, OR (booknews.com)
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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, satellite and cable formats and these will soon move into digital transmission. Mobile telephone and internet availability to children offers 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.
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