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Advertising has several structural elements, which are actualized first and foremost for the children's segment. Children's products are one of the key markets, so advertising these products becomes an important marketing tool. This exploration will try to highlight the critical structural advertising positions in Ukrainian children's periodicals. The author analyzed, and comparatively characterized advertising offers in Ukrainian-language children's magazines. Initially, the author investigated the implementation of legislative norms on advertising for children. The study results indicate that domestic periodicals comply with all ethical standards and do not identify potentially dangerous for children advertising. The author determined that the most pronounced form is self-promotion (actualization of subscriptions, invitations to the magazine's social media pages and YouTube channels). An essential aspect of the study is associated advertising, which involves not direct advertising but content that evokes associations with certain products. Also interesting is the study of cooperation with advertisers. In particular, we note the low level of advertising materials of famous brands in periodicals. As a result, the author stated a relatively low integration of advertising components in children's periodicals. On the one hand, this has a positive effect because the magazine content is focused exclusively on children's entertainment and educational content. On the other hand, children receive advertising offers from other sources, which may be aggressive and do not always meet the necessary ethical standards.
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