Table of contents
The importance of food and drink propaganda
Greg TuckerExplains how parents influence their children in food likes and dislikes, and how this influences the importance of defining the emotional benefits of brands. Emphasises that many…
Understanding child development
Janine SpencerReviews how children change from birth of eight years of age, in terms of perception, conceptual powers, memory and language, and relates this knowledge to responsible marketing…
The growing consumer
Brian YoungLooks at how children’s awareness of self and the world around them grows during their childhood, examining children’s limitations and capabilities from age six to adulthood…
Learning from preschool magazines
Jacqueline HardingExplains the educational value of character‐led preschool magazines within the context of child development; the study by Browne shows that they are of more than purely leisure…
Children and media
Sachiko MutoLooks at recent research into children’s media consumption, highlights the importance of media literacy, and reports on an industry‐related media education programme; the research…
The acceptable face of brands in schools
Liz WattsReports research into business involvement in schools; while much debate concerns the unacceptable face of involvement such as aggressive marketing and fizzy drinks machines in…
Measuring the pulling power of promotions
Dave LawrenceDescribes a new way that marketers can determine the success of their promotions in store, and discovers the types of supermarket promotions that work, and why: for instance, it…
Material world: attitudes towards toys in China
Kara ChanPresents research into materialistic values among Chinese children, in the context of Chinese culture and rapid economic growth, contrasting materialistic values with both…
Television viewing and consumer behaviour
Noor Hasmini Abd GhaniLooks at the influence of television on children’s development as consumers, beginning with a literature review of consumer socialisation which establishes the importance of…
Advertising to children in India
Sharad VadehraOutlines Indian law relating to advertising to children, and stresses that the legislation has far to go in order to meet European and American standards. Explains the provisions…
ISSN:
1747-3616Online date, start – end:
2002Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Hiram Ting