Research Information System
Conference of the International Journal of Arts and Sciences, Viyana, Austria, 17 - 21 April 2016, vol.9, no.2, pp.241-250
An advertisement, a promotional activity to inform the target audience of the product / service, to persuade them to purchase it, to keep it alive in their memories, and to add value to it, is mostly transmitted to its target audience via television in order to make this product / service first choice of its audience in the market where the competition is harsh. Television as the primary choice of the advertisers to spread their messages thanks to its easy and fast access to the audience, and appealing to the visual and auditory stimuli is most probably the most substantial bridge between the advertisers and their audiences. Though appearing to be reliable, this bridge harbours many dangers for kids as well as the adults with its appealing sounds and various colours. The advertisements, sending their messages easily to the audiences including the kids, have positive and negative influences on the kids when the current conditions are considered. Both the kids acting for the advertisements and those exposed to them fall into the spheres of influence of the advertisements. With this regard, this study focuses on the negative influences of the advertisements on kids. Within this context, it analyses the “Koton Kids” advertisement screened on TV in 2014 which promotes the kids wear through child actors. The theme of the advertisement is that the kids behaving like the adults can make their images on their own, and the selected advertisement will be examined through a survey. The purpose of the analysis is to reveal the influence of the advertisement which has been widely criticised in Turkey after its screening. These influences will be analysed through some theories.