Study title

The advertising orientation of elementary schoolchildren from the perspective of their teachers. Influences of advertising on the conduct of children. Advertising as topic in instruction. Topics: assumed influence of advertising on the consumer habits of elementary school children; frequency of use of name-brand clothing, name-brand school things, name-brand toys and name-brand snacks on recess; singing advertising songs and conversations about marketing campaigns among the elementary schoolchildren; children´s talking during recess about advertising or newly developed articles; assumed symbol function of use of name-brand items such as group affiliation, independence from grown-ups, provocation of teachers, individual personality, conformity with other children and good appearance; effect of consumption orientation of children on increase in popularity, aggressiveness, social conflicts and exclusion; personal intervention at regular consumption by the children of pre-packaged products on recess and reasons for this; conduct with spread of a new trend among the children; involving the topic of advertising in elementary school instruction as well as information on the subject, content relations, instructional materials used and type of presentation; frequency of the topic of advertising in instruction on selected occasions; reasons for the importance of the topic of advertising in elementary school instruction (scale); assessment of the consequences of instruction about advertising and consumption (scale); opinions about advertising effect and the dealing of the schoolchildren with advertising (scale); adequate instructional materials for advertising education in the elementary school as well as information on personal wishes; use of offerings of public facilities and clubs, such as e.g. traffic education, environmental education, health education or reading competitions; importance of selected pedagogical objectives in instruction about advertising; attitude to...