Children's marketing with reference to manipulative advertising aimed at children

Radu polazi od važnosti dječji marketing i manipulativno oglašavanje usmjereno prema djeci. Danas su djeca uključena u svijet velike potrošačke kulture i konzumerizma. Potrošačke navike djece i roditelja postaju sve veće kako se mijenja vrijeme i digitalni svijet. Ponekad se kupuje i ono što nije potrebno, a razlog tome je manipulativno oglašavanje mnogih oglašivačkih tvrtki. Oglašavanje je postalo jedan od najunosnijih poslova današnjice. Masovni mediji uvode taj posao bazirajući se na manipulativne strategije kako bi im djeca bila doživotni kupci. Oglašivači su djecu doveli do toga da ne prepoznaju stvaran svijet od tehnologije. U ovom radu analizira se i konzumerizam kao strukturni društveni fenomen. Taj fenomen manifestira se kao poremećaj kompulzivnog kupovanja, što od strane djece, što od strane roditelja.Work is based on importance of children’s marketing and manipulating advertising directed to children. Today, children are involved in world of big consumer culture and consumerism. Consumption habits of children are getting bigger as time and digital world change. Sometimes it is bought what is no needed, and the main reason to that is the manipulative advertising of many advertising companies. Advertising has became one of the most profitable businesses of today. The mass media introduce that business basing on manipulative strategies so that their children would be their lifelong customers. Advertisers have led children to not recognize the difference between the real world and technology. In this work is also analyzed consumerism as structural social phenomenon. This phenomenon is manifested as disorder of compulsive buying, what by children, what by parents