Advertising to Children on TV: Content, Impact, and Regulation

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Lawrence Erlbaum, 2005 - Performing Arts - 209 pages
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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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About the author (2005)

Caroline Oates is a Lecturer in Marketing at the Management School, University of Sheffield. One of her main research interests is children's understanding of marketing communications across different forms of media. She also researches consumers' environmental behaviour. Oates has published many papers and presented at national and international conferences on various aspects of marketing to children. She is a member of the Centre for the Study of Childhood and Youth based at the University of Sheffield.
Mark Blades is a Senior Lecturer in Developmental Psychology at the University of Sheffield. One of his main research interests is children's understanding of advertising and children's memory for advertisements. He has also carried out research into other aspects of children's memory and cognition. Blades has written several books and approximately 100 papers on various aspects of children's development. He is a member of the University of Sheffield Centre for the Study of Childhood and Youth.





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