Dzieci w reklamie. Rozważania na temat podmiotowości najmłodszych w społeczeństwie kapitalistycznym XXI wieku

Abstract

The child’s voice in the modern world is marginalized and distorted by marketing corporations, which use it as a bait for their own interests. In this way, the child is pushed into the culture of silence, which automatically limits its rights, inherent dignity and freedom. In this paper, through a critical discourse analysis, I show how advertising shows children, who really “speaks” the voice of children, and how childhood is used to produce consumer needs.