The Fairytale Character In Advertisment As A Means Of Influence On Children

Abstract

The objective of our research is to identify distinct features of senior preschoolers' perception of the advertising images of fairytale characters on the packages of dairy products.In order to achieve our objectives, we use several psychodiagnostic procedures: the Sally-Anne test, a survey, the Delphi procedure, and eye tracking method using the Tribe Eye-Tracker and the Ogama software. We use the SPSS 21 programme for statistical processing. The findings of our study have enabled us to arrive at the following conclusions. The special fascination of fairy tale characters in advertising may be accounted for by the psychological singularities of the children between the ages of five and six. They are the predominance of play, dominance of involuntary attention, activation of the processes of imitation and identification, and also an incomplete Theory of Mind. The gaze duration for the advertising image of a fairytale character on the package is substantially longer than the duration of fixation on taste and brand. Food selection by preschool children is based predominantly on good feelings for a character depicted on the package. Food selection by parents is not based on the health benefits of a product. Parents and their children opt for different brands of dairy products.