| ABSTRACT | 第1-6页 |
| 摘要 | 第6-7页 |
| Acknowledgement | 第7-12页 |
| Chapter 1: Introduction | 第12-15页 |
| ·Delimitation of Study | 第13-14页 |
| ·Structure of Thesis | 第14-15页 |
| Chapter 2: Background | 第15-30页 |
| ·definition of advertising | 第15页 |
| ·The Objectives of advertising | 第15-16页 |
| ·The objectives emotional or image | 第15页 |
| ·Cognitive goals or information | 第15页 |
| ·The cognitive or behavioral objectives | 第15页 |
| ·Business objectives | 第15-16页 |
| ·Strategy of advertising | 第16-17页 |
| ·Strategy of communication | 第16页 |
| ·Strategy creative | 第16页 |
| ·Strategy means | 第16-17页 |
| ·definition of media | 第17页 |
| ·Media and non media | 第17页 |
| ·Different types of media | 第17-21页 |
| ·The Press | 第17页 |
| ·Display | 第17-18页 |
| ·Cinema | 第18页 |
| ·Radio | 第18页 |
| ·Television | 第18-20页 |
| ·Internet | 第20页 |
| ·Gaming | 第20-21页 |
| ·What is advertising to children in china | 第21-22页 |
| ·What is advertising in china | 第21页 |
| ·Factor Economic and Development | 第21-22页 |
| ·Social Factors | 第22页 |
| ·History of advertising in china | 第22-27页 |
| ·Advertising before the War in China | 第22-24页 |
| ·Advertising and the People's Republic of China | 第24-25页 |
| ·The recurrence of Commercial Advertising in China | 第25-26页 |
| ·Many Advertising branches Appear on the Scene | 第26-27页 |
| ·Definition of child | 第27-30页 |
| Chapter 3: Literature review | 第30-43页 |
| ·Some theories of effect of advertising to children | 第30-39页 |
| ·Theory of role of advertising | 第31-32页 |
| ·Children and advertising | 第32-33页 |
| ·Effects of Advertising on Children | 第33页 |
| ·Commercial Recall and Product Preference | 第33-35页 |
| ·Parent-Child Conflict | 第35-36页 |
| ·Children and TV advertisement | 第36-39页 |
| ·Research GAP | 第39-43页 |
| Chapter 4: Methodology | 第43-47页 |
| ·General case | 第43页 |
| ·Research Methods | 第43-45页 |
| ·Quantitative Research | 第43页 |
| ·TYPES OF RESEARCH DESIGN | 第43页 |
| ·Descriptive Research | 第43-44页 |
| ·Exploratory Research | 第44页 |
| ·Explanatory Research | 第44-45页 |
| ·MY CASE | 第45-47页 |
| ·Research design | 第45页 |
| ·Sampling procedure | 第45页 |
| ·Sample size | 第45-46页 |
| ·Sources of data | 第46页 |
| ·Instruments of data collection | 第46页 |
| ·Analysis of data | 第46-47页 |
| chapter 5: Data Analysis | 第47-60页 |
| ·Demographic Characteristic of Respondents | 第47页 |
| ·Table1:how children judge advertising | 第47-48页 |
| ·Table2:the understanding the intention of advertising by children | 第48-49页 |
| ·Table3:the credibility of advertising | 第49-50页 |
| ·Table4:children and purchasing decision | 第50-55页 |
| ·Table5:The child's thinking about advertising effect | 第55-56页 |
| ·Table 6:the effect of advertising on children purchasing | 第56-57页 |
| ·Table 7:the effect of advertising on children purchasing | 第57-58页 |
| ·Table 8:the effect of advertising on children purchasing | 第58-60页 |
| Chapter 6: Implication And Limitation | 第60-63页 |
| ·Proposal and Discussion | 第60-61页 |
| ·Personal opinion on the advertising effect to children in china | 第60-61页 |
| ·Personal opinion | 第61页 |
| ·Protective measures | 第61-63页 |
| ·The Swedish example | 第61-62页 |
| ·In other countries | 第62-63页 |
| Conclusion | 第63-66页 |
| References | 第66-69页 |
| Appendix 1: Questionnaire | 第69-71页 |
| Dedication | 第71页 |
