Abstract

MOURA, Luciana Teles  and  GARCIA, Agnaldo. Living together in the break: children’s personal relationships in TV commercials addressed to children. Psicol. rev. (Belo Horizonte) [online]. 2007, vol.13, n.1, pp. 107-122. ISSN 1677-1168.

This is an analysis of the nature of children’s interpersonal relationships displayed in TV commercials in a channel addressed to children. Based on the analysis of 98 hours of video (one week’s programs), 46 different commercials were identified and interpersonal relationships were found in 36 of them. The settings for those relationships and interactions were identified, as well as the children’s activities and the main psycho-social dimensions of their interactions with family or peers. The commercials emphasized the positive side of relationships. Conflict and competition episodes were dealt with care and humor. Usually, the advertised products mediated and facilitated those relationships. One can assume that personal relationships in commercials, as well as in TV programs in general, may be used as reference by children regarding their own relationships.

Keywords : Personal relationships; Children; Publicity; TV.

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