Co reklama mówi dzieciom o świecie? : socjalizacyjna oferta reklamy

Abstract

Apart from encouraging people to purchase various products, advertising also transmits knowledge about social life. At the same time, for a child at preschool age, who is happy to watch them, commercials become the environment of socialization. Examining advertising message that is addressed to children, as well as the cultural content passed on to them, constitutes the objective of this work. For its implementation, it has proved useful to treat the advertisement communicate as a whole – the verbal layer is therefore analyzed along with other codes of advertising. The analysis is based on commercials broadcast on the TVP ABC channel.