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

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.