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Prezentace komercionalizace dětství finální
1.
KONZUMNÍ DĚTI ANEB KOMERCIONALIZACE
DĚTSTVÍ
2.
Děti jako obrovská
kupní síla.
3.
Faktor otravování = opakování
stejné prosby pořád dokola dokud rodič nepoleví → dětská strategie
4.
Změnila se struktura
dětské reklamy, množství zboží a hlavně hodnota zboží
5.
V historii vláda
zbavila kongres práva na zasahování do propagace dětské reklamy → vláda ztratila dohled → nekontrolované šíření dětské reklamy
6.
Filmoví a seriáloví
tvůrci jsou i tvůrci počítačových her, oblečení, figurek, krabiček na svačinu,……
7.
Nejvíce reklam je
na internetu a v mobilu
8.
S masovou propagací značkových
výrobků se setkáváme i přímo ve školách
9.
Využívání antropologů a
sociologů, kteří v rámci terénního výzkumu pozorují děti , analyzují je a podávají zprávy na objednávku soukromým firmám z komerčního průmyslu
10.
NEUROMARKETING =zkoumání reakce mozku
na určité podněty
11.
Reklama pro děti
do 3 let → oblé tvary, pomalá Reklama pro děti od 3 let → mnoho efektů, výrazné barvy
12.
Změna struktury reklamy výrobků
→ dnes nejde o uspokojení potřeb zákazníka, ale o největší symbolickou hodnotu ⇒ „být cool“
13.
Pozorovatelná i hluboká
změna dětského myšlení → dříve zajímavá zaměstnání - pošťák, kosmonaut, dnes děti chtějí být bohatí, mít spoustu věcí atd.
14.
Vytvoření skupiny “tweens“
(= mezi) dnes už pro holčičky od 6 do 12 let
15.
Reklama se nezaměřuje
na děti jako celek, ale diferencují je podle pohlaví Dívky – krásné, sexy Chlapci – drsní, houževnatí
16.
Stále autentičtější počítačové
hry….
17.
Na obranu proti
špatným médií vznikla “dobrá média“ , jejichž pozitivní účinek u dětí do 2 let nebyl nikdy potvrzen
18.
Naopak je potvrzeno,
že sledováníTV cvičí děti pouze jen k dalšímu sledováníTV…..
19.
X Změna v samotném si
hraní dětí Děti u hraní před televizí či počítačem již nejsou samotní aktéry hry
20.
Komerční průmysl má
i negativní účinky na zdraví dětí – obezita, hyperaktivita, špatné soustředění,…
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