M Carole Macklin and Les Carlson
Introduction
PART ONE: IN SEARCH OF WHAT CHILDREN KNOW AND THINK ABOUT ADVERTISING AND HOW ADVERTISING WORKS
Deborah Roedder John
Through the Eyes of a Child
Children's Knowledge and Understanding of Advertising
Tamara F Mangleburg and Terry Bristol
Socialization and Adolescents' Skepticism toward Advertising
Robert Abelman and David Atkin
Evaluating Impact of Affiliation Change on Children's TV Viewership and Percpetions of Network Branding
Cindy Dell Clark
Youth, Advertising and Symbolic Meaning
PART TWO: SOCIETAL IMPACT AND CONCERNS
Alison Alexander et al
'We'll Be Back in a Moment'
A Content Analysis of Advertisements in Children's Television in the 1950s
Ann D Walsh, Russell N Laczniak and Les Carlson
Mothers' Preferences for Regulating Children's Television
Darrel D Muehling and Richard H Kolbe
A Comparison of Children's and Prime-Time Fine-Print Advertising Disclosure Practices
The Beauty Myth and the Persuasiveness of Advertising
Mary C Martin, James W Gentry and Ronald Paul Hill
A Look at Adolescent Girls and Boys
Bonnie B Reece, Nora J Rifon and Kimberly Rodriguez
Selling Food to Children
Is Fun Part of a Balanced Breakfast?
PART THREE: ADVERTISING DIRECTED TO CHILDREN ABOUT CIGARETTES, SMOKING AND BEER
Laura Peracchio and David Luna
How Do We Persuade Children Not to Smoke?
Barbara J Phillips and Liza Stavchansky
Camels and Cowboys
How Junior High Students View Cigarette Advertising
Richard J Fox et al
Adolescents' Attention to Beer and Cigarette Print Ads and Associated Product Warnings
PART FOUR: FUTURE DIRECTIONS FOR RESEARCH
Christine Wright-Isak
Advertising to Children in the Twenty-First Century
New Questions within Familiar Themes
Carole Walters
The Future for Children and the Internet
Marvin E Goldberg
Advertising's Effects
Juxtaposing Research with Older and Younger Youths
Jeffrey J Stoltman
The Context of Advertising and Children
Future Research Directions