London Metropolitan University Research Institutes

Ethics of Commercials – The Way we Change the Truth for Children: Infantilisation and Idealisation of the World

Author(s) Pembecioglu Öcel, N.  
Publisher CiCe Publications  
Year 2007  
Editor Ross, A. (ed) Citizenship Education in Society  
Language English  
Age group -  
The increasing number of children is a target for television messages, yet the role of the commercials has interestingly turned in the past decade. Children - but also adults - are introduced to a fairy tale world through commercials: a world of infantalisation and idealised circumstances. This paper discusses how this is maintained. Commercials give us an invaluable source to see how children are depicted in the family context, how they are interrelated with the idealised world, how much they were used as the target audience and how far they were related to the objects advertised.

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