The connection between TV advertising and the children imaginary is a difficult field of study because of the prejudices about it. The TV advertising, in fact, is a television genre that naturally persuades attitudes, behaviours and ways of thinking, but the advertising induction isn’t manipulation of minds and the subjects aren’t passive in front of the television messages. How di the children perceive the TV advertising message? How do these messages influence children thoughts and life? The Faculty of communication Sciences, Sapienza University of rome, realized a research about it; in the article the authors present a semiotic analysis of messages to find out goals and intentions of producers and a qualitative research about children perception through the use of focus group. Key-words: spot, young people, qualitative search, linguistic codes,
l'articolo descrive la strutturazione e i risultati di una ricerca del Dipartimento di Comunicazione e ricerca sociale, della Sapienza Università di Roma, sul rapporto fra giovani e pubblicità.