| Abstract [eng] |
The variety of contemporary mass-media forms (press, radio, TV, internet etc.) actualizes media’s role and its influence researches. Such approaches as women, family representations within Lithuanian media researches take the main place and meaning that mostly focus on: a) adults’ self-image construction in the media; b) gender identity; c) family models; d) actualization of social behaviour; e) the influence of a given image for the children’s ability to recognize daily routine events. Many researches have been done on using child’s image within TV commercials and the main issues about using typical girlish view and semiotic family’s image, which is dedicated to children, analysis were set. Meanwhile such type of researches that analyzes children’s representations on TV commercials are not systematically organized yet in Lithuania. Thus, trying to reveal some theoretical interpretations and evaluating tendencies of children’s image usage on TV commercials in the context of their rights protection, the conceptions and manners of TV commercial were generalized. Also some possibilities of child’s rights and his/her legal interests’ protection on TV commercial were highlighted as well. Finally, the content analysis of some TV commercials’ clips has helped to make such conclusions as: a) even though the legal base of child rights and his/her interests’ protection within mass-media in Lithuania functions quite well, there is a lack of attention to a child’s image representations on TV commercials while the common understanding of what a contemporary and modern child should be in a society is formed constantly; b) theoretical approach in a scientific data is mostly linked to a child’s image on TV commercial and stresses mass-media’s importance to the individuals’ socialization. Thus TV commercial mainly is understood as the part of children’s subculture, a source of information. On the other hand, TV commercial is seen as a formation agent of inadequate attitude towards social reality. The evaluating tendencies of child’s image on TV commercial have revealed such dimensions as: his/her behavioural, emotional, social roles, dress code, and lingual peculiarities that in most cases depend on the TV commercial purposes. Educational-wise those TV commercials are not purposeful. |
