نوع مقاله : مقاله پژوهشی
چکیده
کلیدواژهها
عنوان مقاله [English]
This paper aims to study semiotics in advertising for children and surveys the commercials that target children as their audience. Review of the techniques applied and the values advertised in these commercials are among the goals of the present study. The samples examined in this survey are five television commercials that were aired by the Islamic Republic of Iran Broadcasting (IRIB) during the past five years. The research findings show that the commercials with children as their target audience have used attractions such as humor and emotions and techniques such as fantasy, rotoscoping, animation, musicals, and etc. Also, by focusing mainly on children's imagination, the advertisers tell a story-like narration by which children cannot easily realize the goals of the products’ manufacturers. In all the studied commercials, the product is introduced mainly as liberating, or compensating for frets, confusions and social and individual needs.
کلیدواژهها [English]
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