Example Of Children’s Socialization As Consumer In Advertising: Semiotic Analysis Of Danone Milky Snack Products

The aim of this study is to show how children, who are an important element of the advertising world, are positioned as a consumer on TV. For this purpose, firstly literature was searched and socialization of children as a consumer examined and the conceptual framework examined. In this context, the product market for children and the studies about this discussed and the factors that would enable the child to socialize as a consumer were put forward. By examining the role of advertising in the socialization of the child as a consumer, the effect of advertisement on children has been addressed. In the research part of the study, “Danone Milk Snack Ads” which positions childen as a consumer who have conflict with their mother while market shopping, analyzed with a semiotic method. The commercial film analized with different scanes, namely visual units and content units and linguistic messages. And than all analysis summarized with a table at the end of the study. At the end of the study; it has been seen that the children are shown in this commercial as an important consumer. The children have been happy with buying products