- PII
- S0205-95920000616-4-1
- DOI
- 10.31857/S20000616-4-1
- Publication type
- Article
- Status
- Published
- Authors
- Abstract
- Advertisements understanding in 3-6 year olds for the fi rst time are studied in connection with theory of mind development as mental mechanism of this understanding. Understanding of commercial (childrens food and toys) and social (family values and family upbringing) ads were compared with theory of mind tasks (understanding of deception, false opinions, emotions and narratives, different childs social interactions: child - child, child - parent, child - unfamiliar adult). Correlation of ads understanding with understanding of theory of mind tasks and narratives is shown. Changes in ads understanding are connected with the development of levels of theory of mind. Only 5-6 year olds understand commercial and social advertisements, while younger children are restricted even in understanding toys ads. The association testifi es to the necessity of analysis of such mental mechanism of social infl uence as advertisement.
- Keywords
- Understanding of advertisement, commercial ad, social ad, theory of mind, understanding of deception, understanding of false opinions, understanding of emotions, narratives, preschooler
- Date of publication
- 03.05.2012
- Number of purchasers
- 1
- Views
- 634
RAS Social SciencePsikhologicheskii zhurnal
- ISSN (Print) 0205-9592
- ISSN (Online)3034-588X
CORRELATION OF LEVEL OF THEORY OF MIND DEVELOPMENT WITH TELEVISION ADVERTISEMENTS UNDERSTANDING IN 3-6 YEARS OLD CHILDREN
Индексирование
Scopus
Crossref
Higher Attestation Commission
At the Ministry of Education and Science of the Russian Federation
Scientific Electronic Library