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Advertising to children in China

Author: Kara K W Chan; James U McNeal
Publisher: Hong Kong : Chinese University Press ; [London] : [Eurospan, distributor], ©2004.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

About children and advertising in China, the country with the largest children population in the world. This book also draws conclusions about Chinese children as a market and it's implications for  Read more...

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Document Type: Book
All Authors / Contributors: Kara K W Chan; James U McNeal
ISBN: 9629961423 9789629961428 9789629961794 9629961792
OCLC Number: 53710765
Description: viii, 206 pages : illustrations (some color) ; 24 cm
Contents: Children as consumers in China --
Role of mass media in the consumer socialization of Chinese children: putting advertising in focus --
Children's understanding of television advertising --
Children's trust in television advertising --
Children's attention to and liking of television advertising --
Parent-child communication about comsumption and advertising --
Parents' attitudes toward television advertising and children's advertising --
Content analysis of television commercials targeted to Chinese children --
Regulating children's advertising in China --
Advertising to children in China: summary, conclusions, and implications.
Responsibility: Kara Chan and James U. McNeal.

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"This well-written book is recommended not only for academics but also for the corporate world, especially advertising practitioners. Summing Up: Highly Recommended." -- "Choice"

 
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