Analiza dziecięcego dyskursu o markach
The Analysis of Children’s Discourse About Brands

Summary/Abstract: The objective of the research project was the identification of the children’s preferences towards the material and non- material (commercial/non- commercial) resources. To obtain this goal, ten in- depth interviews with 35 children were carried out. The results have proven that the world of children’s dreams is not the one of the brand products (yet). The issue of popular branded toys would not emerge in these interviews spontaneously; however, when children were stimulated to talk about brands, they could specify their preferences. The broader their knowledge in this respect, the more involved they became in the discourse about brands. In the life of seven- year old, brand- name toys, on a par with other toys, function as identification markers and help satisfy the needs related to the feeling of security. The brands are not associated with prestige yet. In neither of groups was a proof for such stereotyping found.

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