摘要：After reviewing the early semiological and cultural approaches to advertising, the author concentrates on a frequently unrecognized field: advertisement production. Through open interviews with employees of creative departments in advertising agencies, she analyzes the articulation of the idea of childhood in production. The unique and ambivalent place of childhood in the process of advertisement production is seen in the advertiser's comments and practices on the one hand, and in the professional and legal regulation of advertising, on the other.
关键词：advertising; production of advertisements; childhood (semiology); childhood studies; childhood representation; advertising ethics
