The evolution of the concept of childhood in TV commercials

Changes and conversions in communal living reflect on mass media which is an information transmitter and also reflect on the content that mass media transmits. With the help of these contents reflecting social context, dominant values are reconstructed. TV commercials are the leading of all these. Even though TV commercials are seen to be as a means of advertisement, they empose morals of the sovereign system as a subtext. Children can be shown as the most affected segment of society in the present case. In this study, representations of children belonging to ''Kids'' collection of a company named ''Koton'', in TV commercials which were broadcasted between the years of 2014 and 2016 are focused. The data examined as samples are analyzed within the context of theoretical framework of consumption society and postmodernity conceeding culture industry as a starting point which Frankfurt Theorists established. In this study, how the representations related to childhood and family have been transformed in the process of transition from modernity to postmodernity based on sociological approaches which were developed upon family, child, authority is also discussed. Within this scope, in analysis of representations of TV commercials, semiotic analysis is also referred on the purpose of presenting sociocultural and psychoanalitic meaning frame. Key Words: Child, Childhood, Media, TV commercials, ''Koton Kids'' commercials.