CHILDREN’S INTERPRETAION OF ADVERTISEMENT

Currently, children and child related marketing is unquestionably one of the most appreciated divisions in the part of marketing communication. childish world has been long integrated to adult world within the pull-push power of technology and market economy. although children cannot technically define marketing, advertisement and consuming; they can decode the impulses coming from communication channels, convert them to feelings and ideas, and learn and rationalize them with the help of their internal nature. the advertisements that the children face any time and everywhere, as a consequence of technological development, play a key role in explaining the outside world by occupying their mental agenda and support them to socialize as a consumer. current study is an endeavor to discover the image of ‘advertisement’ in child’s mind, who not only promotes the consumption in the family, but also is a consumer by him/herself. considering the question of ‘what is advertisement for children?’ subjective judgments, experiences and interpretation are evaluated qualitatively in the drawings of 80 elementary education schoolchildren.