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Based on qualitative research with children aged between five and 15, this book focuses on the potential of advertising in shaping the consciousness of such vulnerable individuals. The two major tenets proposed by the authors are: that television advertising needs to be scrutinized in view of its capability to leave an indelible mark on the individual's mind; and that, as a technology, television has changed the methods by which ideas are conveyed, necessitating a study of the individual's relationship with the television set. The research reveals that television adversely affects children's concentration and reading and writing skills.