Наблюдения върху обществените възприятия на телевизионната реклама, насочена към детската аудитория
Observations on Public Perceptions of Television Advertising Targeting Children

Author(s): Yordan Karapenchev
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: television advertising; child audience; PR; digital environment; focus groups; impact
Summary/Abstract: The present study examines the impact of television advertising featuring children on both child and parent audiences within the context of a digitally convergent media environment. The focus is placed on the PR dimensions of advertising influence, including perception management, ethical considerations, and social effects. The study employs a qualitative research approach through the use of focus groups with parents in order to analyze attitudes toward selected Bulgarian television commercials. The results indicate a predominantly critical perception, associated with inappropriate messages, the encouragement of consumerist behavior, and the influence on children. At the same time, the presence of children increases attention to advertising content. The study highlights the need for more responsible and socially engaged communication practices.

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