Keywords: media science media education reklama marketing psychology

KMT 2013 nr 2 Download PDF

Elżbieta Sanecka

Manipulation of the television advertising aimed at children and young people

Cite: Elżbieta Sanecka, Manipulacja w reklamie telewizyjnej skierowanej do dzieci i młodzieży, "Kultura - Media - Teologia", 2013( 13) nr 2, s. 19-36.

The aim of this study is an attempt to analyze the psychological mechanisms of the manipulation used in the television advertising directed toward children and adolescents. It was discussed the most important forms of manipulation used in the television advertising and the possible consequences of the manipulation in the commercial advertisements on television directed toward children and adolescents, including the adoption of consumer attitudes. Moreover, the author makes an attempt to identify the main challenges in the field of media education of children and adolescents in the situation of the increasing role of the electronic media in the process of socialization.

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