Abstract:

The present paper covers only a limited part of this research, but a part which we think may be of interest. We begin with a summary of the public opinions on the topic 'children and marketing', as they were explicitly formulated on a conference in Finland, April 1979. These opinions, dealing both with the choice of marketing methods and media when addressing children and youth and with the moral valuations of marketing measures directed towards young people, were sufficiently self-assured and hostile to business that we found it worth its while to search for a corresponding set of opinions (and knowledge) held by the business world.