Review article

Advertising Childhood: Talks about Production

Marijana Hameršak

Abstract

After reviewing the early semiological and cultural approaches to advertising,
the author concentrates on a frequently unrecognized field: advertisement
production. Through open interviews with employees of creative departments
in advertising agencies, she analyzes the articulation of the idea of childhood
in production. The unique and ambivalent place of childhood in the process of
advertisement production is seen in the advertiser's comments and practices on
the one hand, and in the professional and legal regulation of advertising, on the
other.

Keywords

advertising; production of advertisements; childhood (semiology); childhood studies; childhood representation; advertising ethics

Hrčak ID:

23314

URI

https://hrcak.srce.hr/23314

Publication date:

10.12.2003.

Article data in other languages: croatian

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