Child in advertisement: Representation manners of child in the newspaper advertisements where child?oriented and different products are exhibited

In order to enhance the consumption in Turkey and in the world, presentation of the benefit emerging from the own features of the product or service in the advertisements has not been sufficient alone. While the advertisers show this benefit in the plain meaning dimension, they conceal the messages that would psychologically guide the consumers towards its connotation dimension. In these messages, due to their influencing being greater and width of the affected mass being larger, child factor is being used in progressively frequency. Most of the advertisement and child ?based researches conducted have appraised the television commercials to be a mass communication tool. Non-availability of a research on the newspaper advertisements saves a unique character to this study. In this study, determination of child representation forms contained in the newspaper advertisement by examining the child figure through semiotic method has been aimed. One of the products reached at the end of the study is the fact that child has been employed mostly as an adult and the buyer and implementer of that product or service has been shown as a child although that product or the service is not appropriate for use by child. In commercials, even though message is given over the child, actual purpose is to influence the Parent. Therefore, it has been encountered in occasions where the child was represented in various terms and conditions nevertheless; the form of most-preferred representation is the image of a healthy and happy child.Key Words: Commercials, Child, Parent, Consumption, Semiotic