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What is Effie Awards Turkey

Chapter 20
Handbook of Research on Children's Consumption of Digital Media
The Effie Awards are known by advertisers and agencies globally as the pre-eminent award in the industry, and recognize any and all forms of marketing communication that contribute to a brand's success. The Effie Awards were launched in 1968 by the New York American Marketing Association as an awards programs to honor the most effective advertising efforts. The award now honors all forms of effective marketing communications and the companies and individuals creating effective work on six continents and include Turkey over forty countries.
Published in Chapter:
Childhood Representation on Television Advertising
Serpil Kır (Mustafa Kemal University, Turkey)
Copyright: © 2019 |Pages: 16
DOI: 10.4018/978-1-5225-5733-3.ch020
Abstract
Advertisements sell a lifestyle, a feeling, and a behavior as well as a product to the viewer. Competition in the market is so intense that they feel as much as the rational utility of the product, and they become marketable. For this reason, the child has been turned into a consumable object. When the ways in which children are represented in the media are examined, it is often the case that the opinions expressed by the children are used to make adults laugh, or the use of children's miserable photographs and descriptions of emotional exploitation of children is popularized, if there is no contribution from the child's self-esteem or adult's respect for the child. In this study, the representation of childhood, which is turned into a consumption object in the media, is explained in detail. In the content of the study, the advertisement was briefly defined, the concept of child and childhood clarified, and then how the child was represented in television commercials in Turkey was shown.
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