suggest that children are naturally inclined to be persuaded by advertising messages, regardless of their level of involvement … believing an ad’s message has strong implications for advertising practitioners.  …

countries to test whether they continue to prefer emotional appeals in advertising. Practical implications An understanding of … which elements children prefer in PSAs will enable advertising campaigns and social marketing strategies with targeted … paper contributes to extend concepts from the commercial field of advertising directed to children to the field of social …

.e. active mediation) to influence the way children understand advertising on television, computers and smartphones and to …. Findings The degree to which parents engage in active mediation of advertising is similar across different media. Active … mediation of advertising is more a function of parents’ attitudes toward advertising directed to children, parents’ concerns …

gender stereotypes within the advertising of educational/non‐educational children's games. Design/methodology/approach – A … occurring within advertising ‐ adverts aimed at males consisted of males being the main characters, female‐orientated adverts …

concepts within advertising, among the attractiveness of media contents, among the types of influence by advertising products … on the analyses of the perception of advertising messages and media consumption of children aged from two to seven years … were used as the main research method. The children’s drawings focused on popular advertising were used as a supplementary …

advertising into account. Design/methodology/approach The paper used a mixed-method design to gauge emotions evoked by …’ pre-existing attitudes toward advertising predicted their emotional responses toward a commercial with materialistic cues … cues in advertising. A one-time exposure to a commercial with materialistic cues does not increase materialism. Practical …

advertising. Outlines these attitude changes in relation to femininity and masculinity (notably a general preference in both sexes …; what makes good advertising (humour, naturalness, openness, harmony, aesthetics, provocativeness, and vision marketing …

Outlines legal issues in Internet advertising to children in the USA, European Union, Australia and Canada; the … Privacy Protection Act) in the USA, plus the work of CARU (the Children’s Advertising Review Unit). Moves on to the European …

Outlines the legal controls in Germany on advertising to children; there is no single law, but there is legislation … covering advertising to children in specific media and for specific products, with self‐regulation playing a much smaller role … Television Directive in the areas of advertising to minors on TV or using other media, product restrictions relating to tobacco …