ABSTRACT

Children exploitation has occurred on tv advertisement. Who's responsible for this? Parents, media, products, or producers? This article proposed psychological perspectives: particularly those of social-psichology and developmental psychology—in analyzing a phenomena called "children dehumanization on tv commercials". In the discourse of "product capitalism" and "media commercialism", children have been sacrificed to be unified into the body of capitalism-materialism offered by broadcasting media. It means that not only children's mental will be over matured but also dehumanized. Commercials are opinion maker and effective tool for producing images which eventually -soon or later in their adult— make the children to be un-human. In short, they've been dehumanized.

Key words: children, dehumanization, tv commercials.