Lant. [Features of advertising information`s perception by children (on example of advertising campaigns from children`s magazines)]

Abstract:
Author consider the actual effects of advertising information on early school-age children. Om the example of the adverttising campaign of magazine "Winx. Friends forever!", it was attempted to identify factors, responsible for the increased susceptibility of younger schoolgirls to its advertising information. Three copyright questionnaires were composed. The basic working hypothesis was confirmed: perception of advertising information by children of primary school age is mediated by age and individual personal needs (in communication, friendship with the same interests, and in choosing of own future identity). Author prove the relationship of child's exposure to the perception of the advertising information and her personal characteristics.