The current rapid growth of TV platforms in terrestrial, sattelite, and cable formats will soon move into digital transmission, offering opportunities for greater commercialization through advertising on media that have not previously been exploited. In

Taking an approach grounded in the media effects tradition, this book provides a comprehensive, research-oriented treatment of how children and adolescents interact with the media. Chapters review the latest findings as well as seminal studies that have helped frame the issues in such areas as advertising, violence, video games, sexuality, drugs, body image and eating disorders, music, and the Internet. Each chapter is liberally sprinkled with illustrations, examples from the media, policy debates, and real-life instances of media impact.

This Book Provides Comprehensive Data And A Rationale To Arrive At A More Definitive Verdict About The Influence Of Tv Advertising On Children`S Buying Response Within The Context Of Parent-Child Interaction.