摘要：AbstractMarketing communications focused on the childrenś consumer sometimes include expressive elements of aggression that are explicitly shown in the advertising media texts carried out by communication media in advertising communication processes. Children are very sensitive and they make their vision of how the world works on the basis of what they see and hear. Defamation and aggressive marketing communication are highly harmful to their development. This is due to the fact that they still fail to distinguish between fiction and reality. Consequently, the gender (verbal and visual) stereotypes presented in advertising, as well as in videogames, journalism or film production, may even lead to the idea that violent relationships between the two genders are standard and that women are passive victims unconditionally accepting the dominance and violence from menś side. This article answers the following questions: 1) what is the role of stereotypes in media contents and processes of aggressive marketing, 2) how to apply stereotypes in aggressive marketing influence on the development of consumer competencies of children with respect to their cognitive and moral abilities.
