Shows how children often reject some products which aimed at them, and how marketers can avoid this by adopting a more schematic approach in communicating with children, since the consistency of children’s reactions points to a basic pattern or scheme in their evaluation of communications or...

Examines the impact of the mobile phone on children and young adults. Emphasises that children view the mobile phone in quite a different way from that of adults, who regard it from as functional; young people regard the mobile phone as more controllable than PCs or the internet, and like to...

Examines the viability of advertising within French schools, from the viewpoint of the teachers who work with it daily, using interviews and a questionnaire. Focuses on the Sponsored Education Material (SEM), which is a document created by a company for schoolchildren and can be in the form of...

Introduces the Fox Kids Cup, which brings children of both sexes together in a global football tournament; it is a Fox Kids brand which involves partnerships with other brands such as ASDA, Wagon Wheels and the Professional Footballers Association. Describes how the 2002 tournament Fox Kids Cup...

Demonstrates the popularity of children’s magazines in the UK, and the power of licensed characters for children up to seven years old; magazines aid in children’s self‐development, they are an alternative to sweets and TV as a treat, they have a variety of content, and they give parents...

Looks at the attitudes of children, parents and marketers to gender‐specific products, and relates this to the efforts of the political correctness lobby to render them obsolete. Finds that marketers have tended to respond to adults rather than the children themselves, and that the 1980s and...