Not seeing the wood for the imaginary trees. Or, who’s messing with our article? A reply to Ambler

Ambler has been very quick to comment on our recent paper in this journal (Nairn & Fine, IJA, 27(3), 2008) in which we discuss the implications of recent findings from the cognitive sciences for the ethics of advertising to children.

Not seeing the wood for the imaginary trees. Or, who's messing with our article? A reply to Ambler (2008)

Agnes Nairn EM-Lyon Business School

Cordelia FineUniversity of Melbourne 


Our paper posed the following question: When is it fair to advertise to children? The debate traditionally focuses on the age at which children understand the persuasive intent of advertising, and are able to evaluate the marketing message with appropriate critical attention and scepticism ('persuasion knowledge'). Evidence of marketing scepticism, therefore, is often presented as evidence that the individual is a fair target...

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