Dzieci jako adresaci i odbiorcy reklam telewizyjnych
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Date
2012
Authors
Advisor
Editor
Journal Title
Journal ISSN
Volume Title
Publisher
Wydawnictwo Naukowe Uniwersytetu im.Adama Mickiewicza w Poznaniu
Title alternative
Children as Recipients of Advertising
Abstract
Living in XXI century, experiencing personally technological and psycho –
social changes that modern world provides us with, usually we cannot see
many phenomena. One of them is undoubtedly the impact of TV commercials
on children’s personality development process. – Yet, it has become
one of the most important factors affecting the child in the process of the
social – economic development that exerts great influence on the way of
thinking and behavior.
It mainly results from the fact that children today live in a world completely
different from previous generations to such an extent that more and more
often their childhood is described as „television childhood”. The child starts
to experience the television (and what comes with it – TV commercials) at
home continues throughout the childhood and his youth. A particular concern
is the fact that children nowadays have a contact with the medium
very early – it starts once their level of development allows them to focus
on the screen for some (not long though) time. The range of their contact
with the small screen is very wide – what is the most important – it is systematic,
daily, lasting for many hours, it has the multifaceted nature and
individual character.
Description
Sponsor
Keywords
television childhood, „home” variation of advertisement, victim unaware of the coming danger, the initiator of shopping, „an advertisement for children”
Citation
Kultura-Społeczeństwo-Edukacja Nr 2/2012, s. 173-188
ISBN
978-83-232-2528-7