Abstract
For a decade now the Federal Trade Commission has debated the pros and cons of children’s advertising. The Federal Trade Commission has considered a ban of all advertising on children’s programs, a ban of any commercials of highly sugared foods, and/or a disclosure of nutritional value of such products. Ironically, however, the FTC has announced that TV ads aimed at children are no longer a target of FTC restrictions (Wall Street Journal, 1981). These debates have prompted a tremendous amount of research concerning children’s advertising. However, the majority of this research has focused on the advertisements themselves, the children’s perceptions of the advertisements, or the effects of the ads on the children. The research underlying this paper is designed to analyze parental attitudes toward children’s advertising. The results indicate that parents have a negative attitude toward children’s advertising, and the advertising industry might want to analyze possibilities of self-regulation, even if the FTC has decided not to make restrictions.
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Lindgren, J.H. (2015). Parental Attitudes Toward Children’s Advertising: Some Preliminary Findings. In: Kothari, V. (eds) Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16946-0_109
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DOI: https://doi.org/10.1007/978-3-319-16946-0_109
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