◎ Contents 1. The Importance of the Children's market 2. Socialization of Child Consumers 3. What Do Children Consume? 4. Children's Use and Understanding of Money 5. Advertising and Children : Attention, Awareness and Understanding 6. Advertising and Chindren : Influences and Effects 7. Reaching Child Cjonsumers 8. Protecting child Consumers ◎ Abstract Exploring how children become socialized into the consumer society, this text considers how they respond to advertising and other sales promotions, what they like and dislike, what they believe and disbelieve, and whether they need to be protected through special legislation and regulation. The text should be of interest to students of psychology, sociology and media studies as well professionals in advertising and marketing, media commentators and business studies students.