Dziecko z niepełnosprawnością jako odbiorca i bohater reklam. Czy istnieje „Inny“ kindermarketing?

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Date

2013

Advisor

Editor

Journal Title

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Volume Title

Publisher

Wydawnictwo Naukowe UAM

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The Child With a Disability as a Consumer and Hero of Advertising. Is “different“ Kinder-marketing Possible?

Abstract

The child’s development of advertising’s reception proceeds from the identifi cation of commerce through the understanding of persuasion to critical evaluation. The stages are arranged by “sedimentation“, which means that the successive ability was applied to achieve an earlier developmental stage. This is consistent with the general pattern of the child’s development. The children’s ability to understand the world is based on a series of transformations present at various stages of the child’s development. This pattern applies to children without disabilities, but in the case of a child with developmental disabilities this development progresses in a specifi c way, determined by the scope of the disability. Children with a disability belong to a group of vulnerable consumers and are doubly vulnerable, because of their age and developmental impairment. It seems important to create activities and rules for their protection.

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Keywords

advertising, kinder-marketing, child with a disability

Citation

Studia Edukacyjne, nr 28, 2013, s. 243-262

ISBN

978-83-232-2731-1

DOI

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Rights Creative Commons

Creative Commons License

Uniwersytet im. Adama Mickiewicza w Poznaniu
Biblioteka Uniwersytetu im. Adama Mickiewicza w Poznaniu
Ministerstwo Nauki i Szkolnictwa Wyższego