| Abstract [eng] |
The article theoretically substantiates the discourse of a child as a consumer (or a product of consumer culture) and a child as a victim of advertising, existing in the modern society. According to results of researches carried out by Lithuanian and foreign researchers, various aspects of the being analysed problem are discussed: some authors give more attention to the relation between a child and advertising, others to discussing the complexity of the consuming culture of children, the third to the search for methods to reduce the marketing oriented towards children as unconscious consumers as well as to practical advice for the part of society, caring of wellbeing of children. Several reasons for the interest of marketing specialists in children are identified, marketing strategies oriented to children as the unconscious consumers are discussed. In the article, theoretical literature analysis and meta- analysis contributed to the generalisation of two attitudes towards the being analysed problem, the one of the creators and sellers of advertising, who disregard children welfare and affect our choices as well as position of the part of the society, interested in children welfare: parents, pedagogues, scientists who analyse the problem. The article presents results of researches performed in foreign countries, which create preconditions for the education of children as consumers resistant to the influence of advertising. Such researches prove that children lack cognitive skills necessary for understanding the essence of marketing as well as recognition of its forms. Meanwhile the developed resistance to advertising helps a child to identify it as an element of marketing as well as to clarify own attitude towards advertising, to accept / reject the values declared there, etc. |
