İstanbul Arel Üniversitesi İletişim Çalışmaları Dergisi
Yazarlar: Safiye Kırlar Barokas
Konular:Sosyal
Anahtar Kelimeler:Childhood,Television,Advertising,Semiology,Communication
Özet: Television as a means of entertainment and learning has become part of our daily lives since the mid 20th century, despite its positive and negative effects. Television programming including entertainment and advertising has become an important influence on peoples‟ lives. In order to minimize the impact of negative aspects, regulatory commissions have been established to review programming. Unfortunately, however it has been impossible for these regulatory bodies to review all the programs in all the channels. One of the most important ways to minimize negative impacts is to create an informed audience. Families have an especially important role and responsibility in minimize the negative impacts of television programming on children‟s physical and mental development. All types of communication, but especially television programs with colour, action, and all types of audio visual effects attract children‟s attention to the maximum degree. However children who are exposed to commercials may be influenced by their negative effects. Children are affected in two different ways from commercials; those that watch the commercials and those that act in them. One of the major topics that I deal in my analysis is the impact of commercials on children and the reasons of their negative impacts. It is especially important to increase the literacy and media awareness of families in order to minimize the impact of commercials once the negative aspects have been identified. In this context the research undertaken will be based on a commercial titled “pınar sosis” which promotes its products tochildren and uses children actors. The subject of this commercial emphasizes how children imitate adults and behave like them. This advertising clip will be studied using the means and tools of semiotics. The purpose of semiotic analysis is to bring out the negative aspects of certain types of advertising on children.