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Consumption Ideology Constructed on Body and Sexualization in Kids Wear Advertisements

Consumption Ideology Constructed on Body and Sexualization in Kids Wear Advertisements

Rabiya Saltık
Copyright: © 2019 |Pages: 22
ISBN13: 9781522557333|ISBN10: 1522557334|EISBN13: 9781522557340
DOI: 10.4018/978-1-5225-5733-3.ch021
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MLA

Saltık, Rabiya. "Consumption Ideology Constructed on Body and Sexualization in Kids Wear Advertisements." Handbook of Research on Children's Consumption of Digital Media, edited by Gülşah Sarı, IGI Global, 2019, pp. 301-322. https://doi.org/10.4018/978-1-5225-5733-3.ch021

APA

Saltık, R. (2019). Consumption Ideology Constructed on Body and Sexualization in Kids Wear Advertisements. In G. Sarı (Ed.), Handbook of Research on Children's Consumption of Digital Media (pp. 301-322). IGI Global. https://doi.org/10.4018/978-1-5225-5733-3.ch021

Chicago

Saltık, Rabiya. "Consumption Ideology Constructed on Body and Sexualization in Kids Wear Advertisements." In Handbook of Research on Children's Consumption of Digital Media, edited by Gülşah Sarı, 301-322. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-5733-3.ch021

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Abstract

In this chapter, children's advertisements are problematized. The victims of advertisements are not only adults but also children. The identities of girls and boys, those used in children's clothing advertisements, are worrying because in these advertisements girls and boys are separated from their children identities and identified according to their sexual roles as men and women. The chapter makes a semiology analysis of an advertisement and reveals the identity of the child who became a sexual commodity.

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