The impact of advertising as a media content on children and youth

Današnja djeca svakodnevno koriste masovne medije, stoga je vaţno prouĉiti i analizirati kako ti mediji utjeĉu na njih. Djeca su najosjetljiviji dio društva što se tiĉe korištenja medija jer još nemaju razvijeno kritiĉko mišljenje. Reklamna industrija je posebno usmjerena prema djeci i mladima. Zbog novca kojim djeca raspolaţu, kao i utjecaja koji imaju na novac svojih roditelja te s ciljem stvaranja cjeloţivotnih kupaca, reklamna industrija je prepoznala u djeci idealno trţište. Cilj ovog rada je utvrditi utjecaj masovnih medija, a posebice reklama kao medijskog sadrţaja na djecu i mlade. U tu smo svrhu proveli anketno istraţivanje meĊu uĉenicima pred kraj razredne nastave i uĉenicima pred kraj osnovnoškolskog obrazovanja kako bi se utvrdile razlike u utjecaju medija i reklama s obzirom na dob.The children of today use mass media on everyday basis, thus it is important to study and analyse how those media affect them. Children are the most vulnerable part of society as far as using the media is concerned because they have not developed critical thinking yet. The advertising industry is specifically geared towards children and young people. Because of the money the children have, as well as their impact on money their parents have, and with the aim of creating a lifelong consumers from children, the advertising industry has recognized the children as an ideal market. The aim of this study was to determine the influence of mass media, especially advertising as media content, on children and young people. For this purpose a survey was conducted among a two generations of primary education pupils in order to determine differences in the impact of media and advertising with respect to age