Children and Mobility in TV Commercials.

Nilufer Pembecioglu


Children's issues are considered to be more problematic in nowadays. Due to the increasing number of commercialized chan­nels, children are more under the impact of media. Screen technolo­gies tie the children into the computers, televisions, and videos. Apart from all these facts, the children represented in the media are getting more and more mobile and this creates a kind of pseudo-reality as if children have something to do with reality. Most of the commercials nowadays concentrate on children as consumers and they seem to give more importance to ‘adult-like decision making strategies' for children. These ads provide behaviours which could be taken as the role-models for children in general. This paper aims to discuss the concept of children and mobility in commercials and idealization of the role models.

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Το Βήμα των Κοινωνικών Επιστημών (ISSN 1105-1167) - Πανεπιστήμιο Θεσσαλίας, Αργοναυτών και Φιλλελήνων, 38221, Βόλος τηλ: (24210)74883-2