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Öz

Currently, children and child related marketing is unquestionably one of the most appreciated divisions in the part of marketing communication. Childish world has been long integrated to adult world within the pull-push power of technology and market economy. Although children cannot technically define marketing, advertisement and consuming; they can decode the impulses coming from communication channels, convert them to feelings and ideas, and learn and rationalize them with the help of their internal nature. The advertisements that the children face any time and everywhere, as a consequence of technological development, play a key role in explaining the outside world by occupying their mental agenda and support them to socialize as a consumer. Current study is an endeavor to discover the image of ‘advertisement’ in child’s mind, who not only promotes the consumption in the family, but also is a consumer by him/herself. Considering the question of ‘what is advertisement for children?’ subjective judgments, experiences and interpretation are evaluated qualitatively in the drawings of 80 elementary education schoolchildren

Anahtar Kelimeler

• Child, advertisement, drawing, interpretation

REKLMIN ÇOCUKÇA ANLAMLANDIRILMASI

Öz

Pazarlama iletişiminin bugünkü en değerli alanlarından biri hiç şüphe yok ki çocuklar ve çocukların oluşturduğu pazardır. Çocukların dünyaları; teknolojinin ve pazar ekonomisinin itici-çekici gücüyle yetişkin dünyasına çoktan entegre olmuştur. Pazarlamayı, reklamı ve tüketimi teknik olarak tanımlayamasalar da kendi doğalarıyla her türden iletişim kanalından gelen uyarıcıyı çözümlemekte, duygu ve düşüncelere dönüştürmekte, öğrenmekte ve anlamlandırmaktadırlar. İletişim teknolojilerine bağlı olarak neredeyse her yerde ve her an karşılaştıkları reklamlar, çocukların zihinsel gündemine yerleşerek dış dünyayı yorumlamalarında kilit bir rol oynamakta ve tüketici olarak sosyalleşmelerini sağlamaktadır. Bu çalışma, hem ailede tüketimi teşvik eden hem de kendi başına birer tüketici olan çocukların zihnindeki “reklam” imgesinin ortaya konulmasına yönelik bir deneysel çabadır. “Çocuklar için reklam nedir?” sorusundan hareketle, 80 ilköğretim öğrencisinin çizdikleri resimlerde reklamla ilgili öznel değerlendirmeleri, deneyimleri ve anlamlandırmaları niteliksel olarak incelenmiştir.   

Anahtar Kelimeler

• Çocuk; reklam; resimleme; anlam

Kaynakça

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