Chłopiec jest niebieski a dziewczynka różowa(?). Społeczno-kulturowa płeć dzieci w reklamie

Justyna Budzińska


In this text is made to analyze one of the important components of contemporary visual culture—language/code communications/advertising messages in terms of their dialogue on gender stereotypes. Topics stereotyping broader reality by advertising (TV, outdoor, press, web, etc.) has been considered from various perspectives, we will approachthe issues from the specific, because of children’s addressee of advertisements. What vision of childhood provide contemporary advertising? Does the division into maleand female(boysand girls) do not start from the level of the proverbial diapers? What is (and who is) a small consumer model? Who and why is the addressee of the text: gentle formulas, fantastic smells and pink boxes with a picture of beloved companion is a guarantee of pleasant playground maintenance and great fun, and who shouldplay with Handy Manny and his Talking Tools? These are just some of the questions that we will try to find the answer by analyzing selected and addressed to the children/to us advertising messages through various channels.

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