Аdvertising priorities for modern children’s audience in Ukraine

Abstract

The article analyzes the most popular advertising among children’s audiences. The analysis of videos is a key component in the study of the impact of advertising on children and adolescents. There were highlighted the effective methods of attracting the attention of the children’s audience, which are most often used in advertising messages in the Ukrainian media. In the study of advertising, the emphasis is on various aspects: color gamut, musical accompaniment, images and main characters, a well-known personality, storyline, use of humor and advertising slogan. Advertisements, most attractive to children’s audiences, were separated and analyzed on the proposed scheme, focusing on key aspects (use of basic advertising options, humor, advertising characters, background music, color, gender roles portrayal, stereotypical representation). The most attractive advertisements for primary school children, which consider them as target audience (advertisings of toys, games, constructors etc.), were depicted on the basis of questionnaire’s responses.