Children and Advertisements

This thesis deals with the way of use of children and children elements in commercials, promoting products for children, services that children can use and the products used to care for them. For this purpose, the advertising material was systematically collected. Subsequently, it was analyzed with focus on selected thematic areas: use of cartoon (animated) characters, animals and toys in advertising, use of child in advertising, specifics of the language of advertising and the strategies of communications in advertising. The theoretical part of this thesis first briefly deals with advertising in general terms. However, with regard to the aim of the thesis, it is focused on children's recipients of mediated communication as a specific target group. In the second part of the thesis, the analysis of the collected advertising material is processed. Specific characters and specific roles of the participants, communication methods and strategies of advertising creators are identified in detail. All statements referred in this thesis are verified on the particular examples of advertising. Key words: children, advertising, media educatio