Chapter 1 introduction
Chapter 2 advertising environment for children in China
Advertising media environment in China
Food advertising on television in Western countries and in China
Advertising appeals used in advertising in Western countries and in China
Cultural values in Chinese advertisements
Advertising laws and regulations in China
Chapter 3 how does advertising affect children?
The effects of television food advertising
Effects of advertising on children in China
Other effects
Chapter 4 how do children gradually understand tv advertising?
Visual attention to TV advertisement
Ability to distinguish between advertisements and programs
Understanding the intent of advertising
Understanding other issues of advertising
Advertising literacy
Chinese children's understanding of TV advertising
Chapter 5 children's understanding of new forms of advertising and their effects
Product placement and advergames
The emergence of web advertising aimed at children
Children's ability to recognize web advertisements and understand the intent
Chapter 6 how do children identily advertisments on wel papes? evidence in China
Study 1
Study 2
Study 3
Conclusion
Chapter 7 theories related to the development of advertising-relevant alilities
Piaget's cognitive development theory
Information processing theory
Perspective taking theory and theory of mind
The Persuasion Knowledge Model Summary
Chapter 8 how do parents inffuence children on consumption?
Indirect parental influences
Direct parental influences
Chapter 9 parents attitudes towards advertising to children
Western parents' attitudes towards advertising to children
Chinese parents' attitudes towards advertising to children
Comparison of Chinese and British parents' attitudes towards advertising
Developmental timetable: Comparison of Western and Asian countries
Conclusion
References
Appendix
Appendix A. Web pages for Study 1
Appendix B. Web pages for Study 2
Appendix C. Web pages for Study 3