O odkrywaniu funkcji reklamy przez dziecko. Rozwój rozumienia perswazyjności i realizmu reklamy

Anna Kołodziejczyk

Abstrakt

Discovering advertisement functions by children. Perceived reality and persuasiveness of advertising

Evolution in perception of advertisement in children takes place in middle and late childhood. The most significant change concerns discovering persuasive function of this form of communication. Considering advertisement as one of the forms of audiovisual transmission we can use the knowledge about the specific character of media understanding by children in order to perform a complex description of these processes in childhood.
The aim of the present study is to determine if discovering of the persuasive function of the advertisement is accompanied by changes of its realism evaluation, which is the principle of creating the genre of each media transmission specimen.
The studied population covered 165 children in five group aged between 4 and 8. The children were individually interviewed about the functions of the advertisement and the perceived reality of the information presented in it.
In the studied period of childhood the study revealed changes of the children’s view of the advertisement communication, which becomes evaluated in connection with discovery of its persuasive function. The change proceeds from perceiving advertisement similarly to educational programmes and cartoons, which educate and entertain, towards perceiving advertisement as a persuasive communication presenting real objects in the context of unreliable information.

Słowa kluczowe: advertising, child, persuasion, understanding, gender schemata, perceived reality
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