مرکز منطقه ای اطلاع رساني علوم و فناوري - A COMPARISON OF RECEPTION OF 5TH GRADE STUDENTS ON TELEVISION COMMERCIALS WITH RESPECT TO THEIR CRITICAL THINKING LEVELS

Abstract :

In today’s free market conditions, commercials have become the most important financial source of income for media sector. With television commercials almost a magical discourse was aimed to be created in order to sell certain services and products. We will not be mistaken if we suggest child viewers whose interpretation and analysis skills were not adequately developed, are the most open individuals to media messages. Within the content of this study, fifth grade students receptions on television commercials were investigated taking into account the differences among their levels of critical thinking. The study was planned and carried out as a qualitative reception analysis. Based on the findings of the study, there are major or minor significant differences among receptions of the students with low and high levels of critical thinking. The students with high levels of critical thinking are more successful in realizing, analysing, and making connections compared with the low critical thinking students. Particularly, the high critical thinkers are more successful on realization and analysis of implicit media messages. Suggestions based on the findings were made at the end of the study.