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ERIC Number: EJ828126
Record Type: Journal
Publication Date: 2007-Sep
Pages: 13
Abstractor: As Provided
Reference Count: 30
ISSN: ISSN-1350-293X
Early Childhood Education and Adult-Oriented Advertising Discourse
Constandinidou-Semoglou, Ourania
European Early Childhood Education Research Journal, v15 n3 p329-341 Sep 2007
Much of the advertising content children see is adult-oriented. However, research has focused on commercials designed for child audiences. Also, whether advertising is commercially successful or not, it constitutes a "form of acculturation". However, research is mainly focused on perception of the commercial dimension of advertising, and does not treat advertisements as an integrated discourse. This paper investigates, through a semiological perspective, firstly the ability of a pre-school child to perceive advertisements for adults as an integrated discourse (perception of the conative function of the images, perception of the metonymic function of the images, perception of the sender of the advertising message, etc.), and secondly the child's emotional involvement in this discourse. Our sample consists of 96 children, aged four to six from different kindergartens of Greece. Our findings are discussed on the basis of the goals of Media Education. (Contains 5 tables.)
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Publication Type: Journal Articles; Reports - Research
Education Level: Early Childhood Education; Kindergarten
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Greece