The portrayal of children in advertisements

This article studies the changing image of children in magazines from 1905 to 1990. Drawing on Goffman's Gender Advertisements, the author examines the portrayals of children in advertising to determine the extent to which, and in what way, the relationship between children and adults has changed. The data suggest that a real shift in the relationship between adults and children has occurred but that it occurred in different linear and cyclical patterns that must be both recognized and examined in relationship to each other and be understood in social and cultural contexts. The research suggests the need for a rigorous methodology for analyzing visual data. The competitive environment of advertising allows various role portrayal of children and women in advertising. Women have been portrayed as an object of sexual desire, docile housewife, submissive roles, the epitome of beauty, etc. Children being vulnerable and susceptible to be duped are sold dreams in unrealistic ways. The objective of this is to investigate the situations that make the portrayal of women and children unethical. This paper attempts to identify the differences prevalent in the mindset of three categories of participants, students, teachers and working professionals.