Table of contents
The retail world from a child’s perspective
Ron Coughlin, Tom WongOutlines how analysing the way that children think ‐ and shop ‐ will help brand managers and marketers. Focuses on the Strottman Kid Engineers, a US project which gave children…
Changing families, changing kids
Donna SabinoDiscusses how the children’s market has grown over the last decades, as parents have increasingly planned to have children and bring them up as emotionally intelligent human…
Understanding family values
Tim GreenhalghExplores how the traditional nuclear family of mother, father and 2 children is being replaced by “beanpole“ families of cohabitating couples with one child, and extending to four…
How to fit the product to the child
Axel DammlerShows how children often reject some products which aimed at them, and how marketers can avoid this by adopting a more schematic approach in communicating with children, since the…
The youth cultural icon of the 21st century
Josh DhaliwalExamines the impact of the mobile phone on children and young adults. Emphasises that children view the mobile phone in quite a different way from that of adults, who regard it…
In‐school marketing in France: the teachers’ perspective
Angelique RodhainExamines the viability of advertising within French schools, from the viewpoint of the teachers who work with it daily, using interviews and a questionnaire. Focuses on the…
Children’s response to television advertising in China
Kara Chan, James U. McNeal, Fanny ChanExamines how much attention urban mainland Chinese children pay to television commercials, their response to different types of commercials, and their perceptions of the quality…
National or supra‐national? Teenagers’ feelings of belonging
Christine Roland‐LevyExamines how French teenagers have reacted to the replacement of France’s national currency by the euro, comparing their attitudes six months before the change with those…
Legal briefing: advertising to children in the USA
Jennifer V. KoesterDiscusses how the regulation of advertising to children in the USA is moving from a self‐regulated system to one subject to increased scrutiny and control; the main cause of this…
ISSN:
1747-3616Online date, start – end:
2002Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Hiram Ting