Children – language of advertising – folklore

The author of the article makes an attempt to understand, which way modern advertising uses resources of folklore to ‘conquer’ children’s audience, and how the current pressure of advertising has affected children’s folklore. Advertising is not indifferent; it studies the children’s world scrupulously and continuously; thus, pursuing to attract larger numbers of children’s audience, advertisement makers have started to study intensively what children speak about and how they do this. Advertising messages reach the rising generation from different directions, but from all the information available children remember those phrases, which sound loud and brief. Children can easily remember such phrases and use them with great pleasure in everyday life. Advertising often uses images and modes which have come from folklore: fairy tales, legends, and bylinas. Theoretical and empirical research of advertising based on folklore has shown that it is well remembered and positively perceived by consumers. On the other hand, advertised goods, or to speak more precisely – advertising itself, has penetrated into all popular genres of children’s folklore, including proverbs, horror stories, jokes, chastooshkas, etcVytauto Didžiojo universitetasŠvietimo akademij