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
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