儿童广告的成人化现象研究

目的 随着儿童广告的成人化，笔者对这一广告现象进行了阐释和分析，从而有利于企业、媒体、广告人及受众清晰地认识儿童广告成人化的产生原因、表现形式和预防措施。减少儿童广告成人化对家长、儿童和广告行业的负面影响，净化我国的广告环境。方法 运用文献梳理、案例分析、市场调查等方法对具有成人化现象的儿童广告进行剖析，从装扮、言语、行为举止、情感、性别角色等5个方面进行归纳总结。结论 从社会因素、法律因素、传播者因素剖析儿童广告成人化产生的原因，结合当下儿童广告成人化的主要表现形式，立足于受众感受和广告业发展，为儿童广告策划及发布提出切实可行的建议。

Adultification Phenomenon of Children's Ads

The work aims to explain and analyze the adultification of children''s ads, thus making the enterprises, media, advertisers and audience clearly understand the cause, pattern of manifestation and preventive measures of the adultification of children''s ad, reducing the negative effect of adultification on parents, children and advertising industry, and purifying the advertising environment in China. The children''s ads featured by adultification were analyzed by means of literature review, case analysis, market investigation and other methods, and summarized from five aspects of dress, speech, behavior, emotion and gender. From social factors, legal factors and disseminator factors, the cause for adultification of children''s ads is analyzed. Combined with the main pattern of manifestation of current children''s ads featured by adultification and based on the feelings of the audience and the development of advertising industry, feasible suggestions on planning and publishing of the children''s ads are put forward.