This article explores how children and young people are portrayed in the advertisements by the professional marketing of a clothing company and the changing ways in which the market has been segmented. By analyzing examples of marketing appeal relating to a traditional Norwegian company (Helly Hansen) and examining how children and youth are represented and addressed in the company’s advertising and marketing, the intention is to gain more insight into how childhood, culture and advertisements are interwoven as phenomena. The advertisers seek to appeal to common ideas about children in contemporary society, which can be seen as historical, cultural representations. The article builds on 100 selected advertisements from the company.
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