| Abstract [eng] |
The origin of advertising counts for five centuries. During this time the function and appearance of advertising has changed a lot. In today’s society everywhere and always advertising follows person, even more, scientists create modern smart advertisings, which can recognize person and adapt to him. Noting that the main purpose of marketing professionals become not informative, but effective advertising, it is worth to concern. In recent decades, in Western countries and Lithuania advertisers began promote consumer-oriented and material society, which easily submits to advertising. Some experts describe advertising as speech generated by adults. Often adult manage to look at advertising critically, it is easier not to tempt adults with agitations of advertising. Meanwhile children become powerless. At a certain age they are not able to distinguish real world from a fairy tale so they fall into the trap of advertising. Popularity of consumer-oriented society among children is very dangerous for their development and the formation of the provisions. Although in Lithuania there is legitimate framework, which has to look after quality and criterion of advertising, studies show that advertising for children is often built outside the law. There is a need to educate young consumers critical approach to advertising and to teach them to distinguish between metaphors portrayed in advertising and understand the language of advertising. Specialists state that people usually make mistakes in situations that are unknown to them. Introducing childen to the world of advertising and educating them with critical approach to advertising, the society will be rapidly decreased of consumer-oriented society, when children identify each other by the purchase of goods and portable clothing labels. This would help to develop a conscious and valuable society. The object of thesis – children (9-10 years old), as consumers, a critical approach to TV advertising. The aim of thesis – theoretically investigate and empirically motivate children (9-10 years old), as consumers, critical attitude to TV advertising. Sample and base of thesis – in the research participated 136 parents and 10 (9-10 years old) children. The research has been taken in one progymnasium in Jonava. Theoretical and empirical methods were taken for the research. Theoretical method – analysis of scientific literature. Analyzing scientific literature it was investigated children’s, as consumers, critical attitude to TV advertising. Empirical method – data collection, questionnaire and interviews. |
