REKLAMA CÍLENÁ NA DĚTI A JEJÍ SOUČASNÉ POJETÍ S DŮRAZEM NA REKLAMU ČESKOU A NĚMECKOU

The article deals with the genre of contemporary advertising targeting children. It uses examples from the Czech Republic and Germany, defines the target audience by age and presents preferences of respective age groups with respect to the type of media used for advertising. The article also pays attention to the sociodemographic factors in the background of marketing strategies. Ethical issues are also mentioned. The study sheds light on the reasons why a certain target group is attractive and with the aid of examples it exposes the principles of advertising targeting children from the visual, perception and linguistic point of view.