TY - JOUR
T1 - The Future World Champions? Ideals for Upbringing Represented in Contemporary European Advertisements
AU - Gram, Malene
PY - 2004
Y1 - 2004
N2 - The general European discourse of childhood presents children as innocent and vulnerable, but within this discourse different images of ‘the perfect child’ exist. In this article ideals for upbringing are studied as they are represented in French, German and Dutch printed advertisements for children’s products. The sample consists of 290 advertisements collected in the period 1995–8 from women’s magazines, and the analysis is both quantitative and qualitative. Different
interpretations of play, intellectual development and well-being are central in the ads. The differences found in the ads point to the fact that significant differences exist with regard to what ‘good’ childhood is.
The first version of this paper was presented at the EMAC Conference in Budapest in 1996.
AB - The general European discourse of childhood presents children as innocent and vulnerable, but within this discourse different images of ‘the perfect child’ exist. In this article ideals for upbringing are studied as they are represented in French, German and Dutch printed advertisements for children’s products. The sample consists of 290 advertisements collected in the period 1995–8 from women’s magazines, and the analysis is both quantitative and qualitative. Different
interpretations of play, intellectual development and well-being are central in the ads. The differences found in the ads point to the fact that significant differences exist with regard to what ‘good’ childhood is.
The first version of this paper was presented at the EMAC Conference in Budapest in 1996.
U2 - 10.1177/0907568204044886
DO - 10.1177/0907568204044886
M3 - Journal article
SN - 0907-5682
VL - 11
SP - 319
EP - 337
JO - Childhood
JF - Childhood
IS - 3
ER -