Reklama „do szpiku kości” w wypowiedziach dzieci Advertising ‘
Advertising ‘to the bone marrow’ in children’s utterances

Author(s): Edyta Manasterska-Wiącek
Subject(s): Sociology of Education
Published by: Wydawnictwo Uniwersytetu Śląskiego
Summary/Abstract: The article is an attempt to confront utterances about advertising and the world of media made by preschool and teenage children. The analysis of young people’s reaction to advertising gives rise to some generalisations – there is a noticeable increase in the understanding of the content of advertisements by older children as compared to younger ones, an allotment of meaning to metaphorical and literal ads, and on this basis playing with words and sarcastic commenting of advertisements by teenagers in place of children’s literal understanding of the messages. Among older children, faith in the world presented in advertisements and submission to its magic are diminishing. Both groups, on the other hand, ask parents/care-givers questions in response to the ads they see and reconstruct their content. Both groups have a common interest in advertising, to which they are most often not indifferent.

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