导语

  

内容提要

  

    儿童身上具有的或隐或显的购买力，使其成为如今商业市场上一大主要消费人群。而广告作为促进消费的重要媒介，对儿童的心理、身体和行为都产生了举足轻重的影响。李诗颖著的《中国当代市场环境下的儿童广告(英文版)》立足于当代市场的新环境背景，并借以国外的现有理论，从各个方面研究了广告与儿童消费以及其父母之间的关系。作者着重探讨了当前互联网时代下新兴的广告形式与传统广告之间的差别，以认知发展模式和社会学习模式为理论依托论述了儿童对广告文化的认知习得与发展过程，指出广告对儿童所产生的消极影响，并深入研究了父母在儿童消费能力和意向上所发挥的作用，尤其比较了中外父母对广告的态度差异。通过此研究，作者以期为完善市场机制、解决当前突出的问题，向社会和父母献出建议和对策，从而为中国和其他亚洲国家的儿童提供帮助。

    李诗颖，四川大学公共管理学院特聘副研究员。主要科研领域：教育社会学、儿童社会学、发展心理学、儿童消费心理学。2009年毕业于北京大学外国语学院德语系，主修德国语言与文学，辅修心理学。2010年、2015于英国谢菲尔德大学心理系分别获得心理学硕士与博士学位。

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