---

This important source for students, researchers, advertisers and parents reviews the debates and presents new research about advertising to children. Chapters cover food and alcohol advertising, the effects of product placement and new media advertising, and the role of parents and teachers in helping children to learn more about advertising.

---

1. Introduction; Barrie Gunter, Caroline Oates, Fran Blumberg and Mark Blades 2. Do Very Young Children Understand Persuasive Intent in Advertisements?; Moondore Ali and Mark Blades 3. The Development of Children´s Scepticism about Advertising; Maria T. Chu, Mark Blades and Jane Herbert 4. Commercial Food Promotion to Children; Emma J. Boyland, Joanne A. Harrold, Tim C. Kirkham and Jason C.G. Halford 5. Alcohol Advertising and Young People; Barrie Gunter 6. Advertising to Children in China; Kara Chan 7. Parents´ Beliefs about, and Attitudes to, Marketing to Children; Caroline Oates, Nicki Newman and Athanasia Tziortzi 8. The Family´s Role in Children´s Interpretation of Advertising; Moniek Buijzen 9. Linkages between Media Literacy and Children´s and Adolescents´ Susceptibility to Advertising; Fran C. Blumberg, Lauren A. Frankle, Brian Kelley and Jessica M. Williams 10. Under the Radar: How Embedded Commercial Messages in TV and the New Media Influence Children without their Conscious Awareness; Laura Owen, Charlie Lewis and Susan Auty 11. Young Children´s Ability to Identify Advertisements on Television, on Web Pages and on Search Engine Web Pages; Shiying Li, Megan Pickering, Moondore Ali, Mark Blades and Caroline Oates 12. The Influence of Advergames on Children´s Consumer Choices and Behaviour; Amanda E. Staiano and Sandra L. Calvert 13. Conclusions; Caroline Oates, Fran Blumberg, Barrie Gunter and Mark Blades

---

Moondore Ali, Bina Nusantara University, Indonesia Susan Auty, Lancaster University, UK Emma Boyland, University of Liverpool, UK Monique Buijzen, Radboud University Nijmegen, The Netherlands Sandra Calvert, Georgetown University, USA Kara Chan, Hong Kong Baptist University Maria Chu, City University London, UK Jason Halford, University of Liverpool, UK Joanne Harrold, University of Liverpool, UK Jane Herbert, University of Sheffield, UK Brian Kelley, Fordham University, USA Tim Kirkham, University of Liverpool, UK Charlie Lewis, Lancaster University, UK Shiying Li, University of Sheffield, UK Nicki Newman, University of Sheffield, UK Laura Owen, University of Reading, UK Megan Pickering, University of Sheffield, UK Amanda Staiano, Pennington Biomedical Research Center, USA Athanasia Tziortzi, Frederick University, Cyprus Jessica Williams, Fordham University, USA

---