I have to admit I've never really understood the enthusiasm for K&R around here. While it may be a "model text for clarity of language and presentation" I'm not convinced that's entirely useful for people who are learning from a more non-technical background.
I finally managed to find the title of the textbook required by my university back around 2001: C Programming: A Modern Approach
. While I was pretty much self-taught by that stage I do remember being impressed by the book at the time. (Of course the mists of time may be clouding my recollection. :-) )
So personally, for people with non-technical backgrounds (and even for others) I wouldn't really recommend K&R, but would suggest considering this book or other similar more "teaching" orientated books.
I have to put my hand up and admit that K&R was my recommendation early on when I started on this forum. I hadn't realised that a good many people are much more interested in getting a sketch to do something interesting than understanding the finer points of programming languages. I would not recommend K&R to people without a technical background, but for those that are interested in software engineering in general and the C language in particular, it's a damn fine technical book.
For those with a little bit of technical background that are interested in learning more about C, there is a flash based audio-visual seminar on the fundamentals of the C language available for free download here:http://mindview.net/CDs/ThinkingInC/beta3
The course was written by Bruce Eckel, a highly respected trainer on Object oriented programming. (His books on thinking in C++ and Java are classics)
The C course does is not directly target embedded programming and the first few chapters on setting up a compiler and getting some printf examples running can be skipped. But the chapters on data type, program flow and functions are quite good.