THE IMPACT OF ADVERTISEMENTS ON PRE-SCHOOL CHILDREN

Анотація

Currently, the growing number of literary works in the field of psychology and pedagogy discusses the matter of the negative impact of media and advertisements on the development of pre-school children. Ever since it comes into this world, a child is exposed to the impact of an environment dominated by mass media. Constituting a vital element of these media, advertisements influence children from the very first years of their lives. Such impact gradually extends as children grow. Pre-school and elementary school children believe that advertisements present reality as it is and, thus, are prone to being manipulated. As they gain knowledge, however, they start to understand the purpose advertisements serve and are able to differentiate between the received messages. The lack of protective mechanisms makes young children the target group for many advertisers. By publishing their materials, especially in the TV, they intend to influence people’s thinking. Considering these circumstances, this paper aims at identifying the impact of TV commercials on pre-school children. Keywords: children, media, advertisement, impact, damaging effect. Modern mass media Nowadays, mass media gradually extend their impact on people’s lives.