The current rapid growth of TV platforms in terrestrial, sattelite, and cable formats will soon move into digital transmission, offering opportunities for greater commercialization through advertising on media that have not previously been exploited. In

This important source for students, researchers, advertisers and parents reviews the debates about advertising to children, and presents new information about children's understanding of advertising. Contributing authors analyse food and alcohol advertising and their effect on children and young people, and explore the point at which children can first identify advertisements and when they can understand that advertisements are persuasive messages. As well as reporting research about television advertising, this volume includes studies about advertising to children in new media, including web...