Preliminary communication

Pedagogical analysis of avdertisments in the printed media

Zlatko Miliša ; University of Zadar, Department of pedagogy
Mirela Tolić ; University of Split, Department of pedagogy
Valentina Grbić

Abstract

Communication of advertising is specific because of the fact that advertisements are messages conveyed by media, and media are the system of signs and symbols. Media and advertising make an integrated communication in order to create an ideology of seduction. In this work, we have shown that phenomenon on the example of the integrated communication of advertising and newspaper articles. Advertisements manipulate our needs, especially the needs of children and young people, by ascribing human, symbolic values to material things. That way, they imply that differences between people are based on the differences between products they use, and deduce man to the "homo consumens". Therefore, Pedagogy is confronting the issue of dichotomy of values and uncritical usage of the media contents. The answer to such challenges can be found in a special discipline called Media pedagogy, which has a task to decode the symbols and meaningsof the value exchange (with the help of Semiotics and the Theory of symbolic interactionism) and in that way divide the educational and manipulative components.

Keywords

advertising; children and young people; ideology; media; media padagogy

Hrčak ID:

190078

URI

https://hrcak.srce.hr/190078

Publication date:

14.10.2017.

Article data in other languages: croatian

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