Title Vaikų kritiško požiūrio į TV reklamą ugdymo(si) aktualumas: Lietuvos ir užsienio šalių patirtis /
Translation of Title The relevance of developing children’s critical attitude towards TV commercials: experience of Lithuania and foreign countries.
Authors Ponelienė, Reda
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Is Part of Jaunųjų mokslininkų darbai. 2010, nr.4(29), p. 46-49.. ISSN 1648-8776
Keywords [eng] TV commercial ; Critical thinking ; Education ; Children
Abstract [eng] TV commercials as an instrument of mass media are important for a child’s socialization, his/her cultural understanding and adaptation in the society. However images presented by TV commercials particularly strongly affect those children who have no experience to evaluate the attitudes that are given by these commercials. For this reason both in Lithuania and abroad the researches on children as TV audience and consumers of commercials are carried out. However, in foreign countries important are not only researches dealing with the impact of commercials on children, but also the researches making preconditions for development of children as critical users of advertisements. The main argument for importance of such researches is explained by that system of education does not contribute to development of children’s critical thinking and consequently children do not have enough cognitive tools to recognize and estimate commercials. On the other hand, having such cognitive abilities would help children not only distinguish between a commercial and the main TV content, but also to explain his/her own opinion, attitudes towards commercials and values proposed by them. The article presents relationship between a child and TV advertising: some reasons why TV commercials are so powerful in Lithuania are indicated as well. The need to develop children’s critical thinking is emphasized along with different researchers’ fi ndings and conclusions. Futhermore, the need to prepare specialists who would be able to help to shape children’s critical thinking is discussed.
Type Journal article
Language Lithuanian
Publication date 2010