Advertising Discourse and the Construction of Self-Image in Algerian Children:A Field Study of Parents’ Perceptions of Advertising Effects on Their Children Using the Focus Group Technique

Abstract

Advertising discourse is considered one of the most influential forms of communication across various social groups, particularly among children, who are exposed daily to a significant number of advertising messages. These messages do not merely aim to promote goods and services but are also laden with ideas and social patterns that influence concepts of identity, self-image, and social representations. This positions the child at the heart of the communication process as an active participant who interacts with and is affected by the content of these messages. In this context, the relevance of the present study becomes clear, as it focuses on the construction of self-image among Algerian children—a stage considered sensitive in shaping personality and ensuring psychological and social balance. Children receive advertising messages that are rich in symbols and implicit meanings, which can significantly impact them, especially in the absence of a critical consciousness. As a result, they may adopt the ideas and representations conveyed through such messages.