TABLE OF CONTENTS Introduction ............................................................................................................. 1-1 2.1 Historical Background……………………………………………………..2-1 2.2 Existing Conditions of Japan and US in the Advertising World……….2-2 2.3 Cross-cultural Comparison …………………………………………….....2-3 Research Objectives 3.1 Statement of the Problem………………………………………………...3-1 3.2 Research Aims and Goals………………………………………………..3-2 Literature Review 4.1 Differences in Systems Laws……………………………………………..4-1 4.2 Unethical Behaviors in Television Advertising……………………….....4-2 4.3 Marketing in Japan and the US…………………………………………...4-3 4.4 Television Advertising as a Social Communication……………………..4-4 4.5 What Advertising Means to Children ……………………………………..4-5 4.6 The Impact on Children…………………………………………………….4-6 4.7 Intellectual Property Issues…………………………………………….......4-7 4.8 Existing and Future Ethical Problems……………………………………..4-8 Recommendations 5.1 Recommended Solution…………………………………………...