该书从作者多年研究教育社会学、儿童社会学、发展心理学、儿童消费心理学等方向出发，主要研究家庭、学校、同伴、媒体、营销广告等对儿童社会性发展的影响。对儿童如何发展出识别和理解广告的能力、广告对儿童产生怎样的影响、靠前外针对儿童的广告环境、新兴媒体广告对儿童的影响、父母如何影响儿童的消费观、消费行为和消费理念等领域的研究进行了全面的综合概括和分析，就中国儿童对电视和网络广告的认识以及中国父母对儿童广告的态度进行了深入研究和探讨。
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
●部分目录
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