Preschoolers television advertising understanding
The modern analysis of opportunities of understanding by children of preschool age of TV advertising and extent of impact on them is presented in article. In the original researches conducted under the leadership of the author the understanding of advertising by children of 3-6 years in interrelation with development of model mental, acting as the mental mechanism of this understanding for the first time was studied. The understanding commercial (advertising of a children's food product and toys) and social advertising (value of a family and family education) to tasks on model mental (understanding of deception, incorrect opinions, understanding of emotions and narrative, different social interactions of children was compared: the child - the child, the child $ the parent, the child the unfamiliar adult). Communication of understanding of advertizing with understanding of tasks on model mental is shown and narrative Data specify that the understanding of social interactions (on the example of narrative) advances understanding of social influences (on the example of advertising). However and the understanding of social influences and social interactions leans on internal mental models that, in turn, and defines ability of understanding of social broadcasts of different age by children. Changes in understanding of advertising are connected with development of levels of model of the mental. Only children of 5-6 years understand commercial and social advertising whereas younger children are limited even in understanding of advertising of toys. The similar associativity indicates the need of the analysis of mental mechanisms of social influences, such as advertising.