THE ROLE OF ADVERTISING IN SHAPING CHILDREN'S PREFERENCES OF CONSUMPTION
The society of "Western civilization" is a consumer society. A special role belongs here to the media, which have become an inseparable element in the life of a modern man. Their universality, as well as rapid development have caused that they deeply penetrated various areas of social life...
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| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
Trakia University
2019-06-01
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| Series: | Trakia Journal of Sciences |
| Subjects: | |
| Online Access: | http://tru.uni-sz.bg/tsj/Vol.17,%20Suppl.2,%202019/4.pdf |
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| Summary: | The society of "Western civilization" is a consumer society. A special role belongs here to the media, which have become an inseparable element in the life of a modern man. Their universality, as well as rapid development have caused that they deeply penetrated various areas of social life, becoming
available not only for adults but also for children from their early age. The life of contemporary children is very strongly associated with the mass media, and the media have become an extremely important link in the process of socialization. The range and influence of the media are not only growing, but they are also completely different than they used to be. In addition to many functions that the media meet, they are also an important carrier for
dvertising. Children and young people can be both the recipients of the advertisement and its active participants. More and more advertising messages are directly or indirectly addressed to minors. Advertising affects an important cognitive sphere of a child and its interpersonal and social relations. A child left on the impact of advertising, accepts its content uncritically. This leads to the formation of many defective and, unfortunately, lasting beliefs that affect the formation of a child’s personality, the system of beliefs and values. The following text aims to present, based on the literature of the subject, a broad spectrum of advertising impact on a child, with a
particular emphasis on television advertising. My assumption is to show the problem from the perspective of social sciences, including sociology. For this reason, I am not concentrating only on the psychological dimension of the phenomenon but I am also trying to outline important aspects of sociocultural reality in which the process of socialization of child consumption takes place.
This is a review article. The basis of the scientific workshop is the research - analysis of the secondary media with regard to reports, publications, newsletters, catalogues and information relating to the influence of media on consumer behavior of children, both in Poland and in some western societies in the world. I hope that the article will help to draw attention to the problem not only of the communities involved in psycho-social aspects of a child's development, but will also increase public awareness of the impact of media advertising on children. |
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| ISSN: | 1312-1723 1313-3551 |