Consumption ideology constructed on body and sexualization in kids wear advertisements

Abstract

In this chapter, children’s advertisements are problematized. The victims of advertisements are not only adults but also children. The identities of girls and boys, those used in children’s clothing advertisements, are worrying because in these advertisements girls and boys are separated from their children identities and identified according to their sexual roles as men and women. The chapter makes a semiology analysis of an advertisement and reveals the identity of the child who became a sexual commodity.