Television Advertising and Children.

Oxford, UK Oxford at the The Clarendon Press, 1990. Hardcover First Edition (1990), unstated in accordance with Oxford's customary practice. First Edition (1990), unstated in accordance with Oxford's customary practice. Very Good+ to Near Fine in Near Fine DJ: Book shows indications of very careful use: slight spine lean; a hint of crimping to the heel of the backstrip; else flawless; the binding is secure; the text is clean. Free of creased or dog-eared pages in the text. Free of underlining, hi-lighting, notations, or marginalia. Free of any ownership names, dates, addresses, notations, inscriptions, stamps, plates, or labels. A handsome, nearly-new copy, structurally sound and tightly bound, showing the mildest wear and an unobtrusive flaw. Bright and clean. Corners sharp. Very close to 'As New'. The DJ shows only faint sunning to the crimson background field of the backstrip (the white titles thereon are unaffected: bold and clearly legible); unclipped. Clean, attractive, and intact, showing a single flaw. NOT a Remainder, Book-Club, or Ex-Library. 8vo. (8.75 x 5.75 x 1.15 inches). viii, 360 pages. Language: English. Weight: 21.5 ounces. Hardback with DJ. Hardback with DJ. Hardback with DJ. Advertising is usually seen as undesirable in Western society because it employs techniques that bypass rational processes, and children are perceived as being particularly vulnerable to the appeal of advertisements because they have not yet developed defenses against such persuasion. In this book Brian Young examines the issues raised by this problem. He clarifies the basic concepts involved, looks at the history of children and advertising, covering in particular the extensive discussion and research taking place in the U.S., analyzes what children in the U.S. and Britain actually watch, and assesses their ability to interpret advertisements and understand their aims. Constructing a psychology of the development of advertising literacy, Young concludes that intervention directed toward helping the child rather than regulating advertisements should be encouraged and that specially designed consumer programs could help to improve children's understanding of ads and enhance their ability to distinguish them from other television they watch.