Journal of Advertising articles from September 1998

Journal of Advertising archives from September 1998

"We'll be back in a moment": a content analysis of advertisements in children's television in the 1950s.(Special Issue on Advertising to Children)
September 22, 1998... The 1950s were a seminal decade in the development of marketing to children. McNeal (1987, 1992) and Schneider (1987) describe the era as one in which the number of children increased dramatically as the baby boomers were born, and general...

Socializing and adolescents' skepticism toward advertising.(Special Issue on Advertising to Children)
September 22, 1998... Understanding adolescents' attitudes toward advertising is important for several reasons. The spending power of teens is substantial and likely to grow in the future as members of the baby boomlet enter adolescence. Indeed, teens are estimated...

Mothers' preferences for regulating children's television.(Special Issue on Advertising to Children)
September 22, 1998... Though it diminished somewhat during the deregulatory climate of the 1980s, a debate about television programming and advertising directed at children is mounting once again (Armstrong and Brucks 1988; Huston, Watkins, and Kunkel 1989; Kunkel...

A comparison of children's and prime-time fine-print advertising disclosure practices.(Special Issue on Advertising to Children)
September 22, 1998... The children's advertising literature has clearly demonstrated over the years that children process and react to television advertising differently than adults. For example, children often have difficulty separating advertising from program...

The development of an advertising campaign to discourage smoking initiation among children and youth.(Special Issue on Advertising to Children)
September 22, 1998... Youth tobacco consumption has been called the single most important public health issue of our era (Tuakli, Smith, and Heaton 1990). Every day in the United States, 3,000 children and teenagers under the age of 18 years begin smoking (Light...

Adolescents' attention to beer and cigarette print ads and associated product warnings.(Special Issue on Advertising to Children)
September 22, 1998... Youth has its hazards. Cautioning adolescents about product dangers is a unique challenge for advertisers and policy makers. Given the current controversy surrounding the advertising and sale of tobacco and alcohol products to adolescents, it...