Considers the confrontation between the Federal Trade Commission and marketers/broadcasters over the regulation of children's television advertising, illustrating the effects of ethical conduct on public policy. (Author/RL)

Notes that the proposed regulation of children's television advertising may eliminate competition, increase consumer costs, and result in poorer programing. (RL)

Presents a model of the way children process television advertising. (Author/RL)

Examines the research on the effects of television advertising on children and discusses an experiment which studied children's vulnerability to television commercials. (MB)

Illustrates that guidance counselors from grade schools have negative attitudes about the advertising practices aimed at children. Presents additional evidence that guidance counselors are unaware of the changes being made in advertising aimed at children, such as limiting commercial time during children's television shows. (RL)

Suggests that a child's level of understanding of advertising is a product of family group interaction concerning consumer-related skills and other social experiences that the child brings to viewing situations. (Author/RL)

States that most of the current research in the area of television advertising for children excludes black subjects; reviews major studies of television and children and black versus white child development. (MB)