تحلیلی بر شیوه بازنمایی کودکان در تبلیغات بازرگانی تلویزیون
آرشیو
چکیده
در این مطالعه، به منظور بررسی فراوانی حضور کودکان در پیام های بازرگانی، ویژگیی های ظاهری کودکان، ساختار خانواده هایی که کودکان در آن حضور دارند و مضمونی که حضور کودک در آن پیام به همراه دارد، کل پیام های بازرگانی پخش شده از سیما در ماه های مهر و آبان مشاهده شده است. معانی تلویحی و ضمنی تبلیغات مشاهده شده را می توان این موارد دانست: کودکان معنابخش خانواده هستند و خانواده بدون حضور کودک بی معناست، همچنین شادی آور و گرمابخش زندگی اند. بچه ها بیش از آنکه با همسالان خود ارتباط داشته باشند با والدین، به ویژه مادرانشان در ارتباط اند و به ندرت خارج از بستر خانواده به تصویر کشیده شده اند. کودکان بیشتر تنها بازی می کنند و این نکته به نوعی بیانگر تک فرزندی خانواده ها نیز می تواند باشد. نتایج به دست آمده حاکی از آن است که هیچ محدودیتی به لحاظ تکرار در تبلیغات کودک و مدت زمان پخش تبلیغات در توصیه های سازمان وجود ندارد و مدت زمان پخش تبلیغات، بیش از آنکه تابعی از حقوق مخاطب باشد، تابع مسائل مالی و هزینه های هنگفت تبلیغات است. همچنین، در محدودیت های کیفی پخش تبلیغات که حجم بیشتری را به خود اختصاص داده است، مصادیقی وجود دارد که نشان می دهد توصیه های مطرح شده اجرا و دنبال نمی شود. همچنین، به لحاظ تیپ شناسی محصولات، بیشتر تبلیغات به جای کارکرد آموزش و خدمت عمومی، کارکردهای مصرفی دارند و در دورترین نقطه تحلیل شناختی مخاطب قرار دارد. به همین دلیل، آنچه در تبلیغات اهمیت دارد، تکنیک های اقناعی به منظور تأثیر در رفتار مخاطب است و جنبه های حقوق مصرف کننده و عقلانی در تبلیغات، کمتر در تبلیغات دیده می شود. در مجموع به نظر می رسد، نظارت و ارزیابی دقیقی نسبت به ساخت تبلیغات و پخش آن در رسانه ملّی وجود ندارد.Analysis of the Representation of Children in Television Commercials
Introduction: Advertising is one of the most prevalent forms of media consumption and has a long-established history. It can be argued that advertising is among the oldest forms of communication. More broadly, all human communication incorporates elements of persuasion, aiming to convince audiences to accept and “consume” messages. Problem Statement: Children constitute a key target demographic for producers of goods and services. The use of media, particularly television, for commercial advertising has become the most widespread method of reaching them. Children are exposed to hundreds of advertisements daily. As advertising is fundamentally based on persuasion, its impact on children is of particular concern. Many psychologists argue that children do not require explicit persuasive techniques in commercials; rather, mere repetition is often sufficient to influence them. Since children lack the cognitive ability to critically analyze advertisements, they are more susceptible to their influence than adults. Objective: This study aims to: Quantify children’s presence in television commercials. Analyze the nature of children’s representation in advertisements. Examine the persuasive techniques employed. Identify the family structures depicted in commercials. Methodology: This study employs content analysis to examine 3,263 unique television commercials aired over a six-month period. A random sample of advertisements featuring children was selected, resulting in the detailed analysis of 173 commercials. The study categorizes children’s roles in advertisements as positive, negative, or neutral. Additionally, it evaluates children’s representation based on gender, physical characteristics, and semiotic meanings. Both quantitative and qualitative content analysis methods were used. Findings: The study’s findings indicate that, regardless of the frequency or timing of broadcasts, commercials featuring children are most commonly used to advertise snacks and food products. Other significant categories include carpets, educational and cultural messages, home appliances, and health products. A qualitative and semiotic analysis of children’s representation in advertisements reveals several patterns: Children as representations of family: In many advertisements, children’s presence is essential in constructing and reinforcing the concept of family, particularly in commercials for carpets, home appliances, and food products. Children as visual enhancements: Their presence is used to increase the aesthetic appeal of advertisements. Children as primary consumers: In some commercials, children are portrayed as the direct consumers of products such as diapers, supplementary books, and snacks. Children as a means to encourage consumption across age groups: Their presence in certain advertisements implies that people of all ages and genders are potential consumers of the product (e.g., snacks). Children’s innocence and vulnerability for emotional appeal: This technique is commonly used in educational or charitable advertisements. Children evoking a sense of responsibility in parents: Advertisements for banks and insurance companies often use children to emphasize parental responsibilities, such as saving money for their future or purchasing life insurance. Additionally, creating a comfortable home environment for children is a recurring theme, seen in commercials for carpets, double-glazed windows, and diapers. Children as independent consumers: Some advertisements depict children performing all purchasing and consuming actions independently, without adult supervision. For example, in certain health product commercials, young children are shown using products autonomously. Discussion and Conclusion: The study reveals that most television commercials depict single-child families, while single-parent families are rarely represented. Additionally, Western beauty standards are often reinforced, as children with non-Eastern appearances are frequently cast in prominent roles. The home settings depicted are predominantly modern and Western in style, with cool and pastel color schemes, including white, gray, light turquoise, lemon yellow, and light pink. In contrast, commercials for less nutritious foods are often the most colorful and accompanied by upbeat music. Television advertising can foster consumerist tendencies among children, encouraging them to desire specific products that may be detrimental to their health. For instance, the promotion of unhealthy food products (such as snacks and sugary drinks) can contribute to obesity and diabetes. Additionally, commercials may convey unrealistic beauty standards, potentially leading to body image issues, eating disorders, depression, and anxiety in children.
تبلیغات
