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CHOICE Review

In the first authoritative look at how the nearly 1,000 annual hours of television programming for children are shaped, Schneider provides the strongest and most detailed examination of this subject to date. He has worked in almost every area of television and advertising for more than 30 years. Besides giving a well-illustrated history of the growth of children's television, Schneider focuses on how the medium affects and communicates with children and how advertisers and television production personnel employ such knowledge. Essential for anyone concerned with the role of television in our society, marketing on television, and child development, this book will be central to any contemporary study of the subject. The writing style is comfortably informative and there is a carefully selected bibliography. Academic, vocational/technical, and general readers.-R.G. Whaley, California Polytechnic State University, San Luis Obispo