The representation of children in advertising: a survey by the frame Spanish ethics
Abstract
The growing presence of children in advertising not directed at them makes us to consider three issues that most directly affect the principle of protecting children in the media: 1) To what extent the advertising ethics effectively protect the principle of protecting children? 2) What sets ethical codes about the presence of children in advertising, especially in regard to his image in the commercials? 3) To what extent are met standard specifications listed above? These three issues are the basis of this work, which aims to conduct an overview of ethical standards in the field of advertising, critically analyzing both their contributions and their shortcomings or failures. Following the conclusions, we offer a «Ten Commandments of Good Practice for the Use of the Image of Child in Advertising».
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