Advertising Targeted at Children and Current Approach to It in the Central European Region with Emphasis on Czech and German Examples. A Brief Linguistic-Educational Analysis

The article deals with the genre of contemporary advertising targeting children. It uses examples from the Czech Republic and Germany and its translations, defines the target audience by age and presents preferences of respective age groups with respect to the type of media used for advertising. The article also pays attention to the sociodemographic factors in the background of marketing strategies. Ethical issues are also mentioned. The study sheds light on the reasons why a certain target group is attractive and with the aid of examples it exposes the principles of advertising targeting children from the visual, perceptional and linguistic-educational point of view