Arduino seems to be the platform of choice these days for beginners although there are lots of others. I like the Olimex boards personally but they are not really for beginners.
Microchip's PIC range of CPUs are also excellent for beginners, especially if you want to program in assembler.
BTW, Assembler is not used as much as it used to. The general rule with embedded is if you've got 4k of memory or more, use C. You get portability and you can develop code faster.
I suppose it depends on your skill level and what you want to do with the chip. I usually choose which embedded chip to use by the available peripherals. If you want a USB port, find one with USB built in, if you want analogue-to-digital, find one with an ADC etc. If you've got a simple application, use an 8-bit but if you need serious number crunching, go 32 bits.
