Journal of Business Ethics

, Volume 52, Issue 2, pp 161–167 | Cite as

Children and the Changing World of Advertising

  • Elizabeth S. Moore


Concerns about children's ability to fully comprehend and evaluate advertising messages has stimulated substantial research and heated debate among scholars, business leaders, consumer advocates, and public policy makers for more than three decades. During that time, some very fundamental questions about the fairness of marketing to children have been raised, yet many remain unresolved today. With the emergence of increasingly sophisticated advertising media, promotional offers and creative appeals in recent years, new issues have also developed. This paper provides a basis for further examination of some the key questions in this area, and suggests how children's advertising research can be employed to illuminate them.


Economic Growth Marketing Policy Maker Public Policy Fundamental Question 
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Copyright information

© Kluwer Academic Publishers 2004

Authors and Affiliations

  • Elizabeth S. Moore
    • 1
  1. 1.Department of Marketing, 396 MCOBUniversity of Notre DameNotre DameU.S.A

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