Wioletta Smyl: Ethical appraisal of advertising aimed at a child

The aim of this article is to define criteria of assessing the ethical advertising aimed at child. Defining ethical principles, by which infantile publicities should be evaluated is a matter of enormous importance, because these publicities are directed to a very trustful, gullible and uncritical recipient. Both characteristic of infantile publicities and features, that distinguish the youngest recipient from other recipients of publicities, will be presented in the article. Particular attention will be paid to the impact of publicity transfers on the child's personality and shaping of its system of values. Appraisal of the veracity of publicity contents, with regard to reliability of the contents of infantile publicities in particular will be discussed. Direction of the impact of publicities on child's social relations with its family and contemporary environment will also be shown in this treatise.