توظيف الطفل في الأسواق الإشهارية الرقميَّة، بين تداولية الإبلاغ، وتأويليَّة الصُّورة

Abstract

The use of children in advertising contexts, between the communicative act and the interpretative aspect of the image. Summary Major economic institutions have embarked on activating social media platforms and aligning them with financial and investment outcomes by incorporating advertising images with their semantic space and rhetorical tone at the heart of the digital function. This is to reinforce the economic goal of bringing the product closer to the consumer and attempting to impress them by integrating the product with auditory and visual effects that rely on bright colors and verbal allure. ...and metaphorical innovation based on deceiving the recipient and forcing him to be obsessed with the merchandise thrown away, and under the goal of building a dazzling advertising system that finds consensus among consumers without creating a rift between them, major institutions and specialized stores preferred to integrate the child into their promotional work, and this is to achieve purely commercial and utilitarian goals, because the child has a special acceptability among the recipients, as he is the one who possesses a communicative discourse overwhelming with the affection that suppresses ideology, in addition to his use of symbols that support the product such as the spontaneous smile, the emotional embrace, and white metaphors, and we aspire, based on these communicative pillars, to search......