Advertising is a very artistic way of communicating and interacting with the customers. Not only the choice of language that is vitally important to convey specific message but also the visual content carries a great impact on the customers in identifying a product.  Children enjoy fantasy stories and movies and love to create their own fantasy world. Many children's products advertising implements superhero fantasy as one of the best approaches for a brand to catch children's attention. The brand does not always sell a product directly, however, it sells and creates superheroes fantasy around a product to convey an idea and a vision relating to what a brand has to offer. The study aims to examine the representation of superheroes in children’s products advertising in television. It is a descriptive qualitative study that employs Kress & Leuween’s theory (2006) to analyze the visual data. Superheroes are verbally and visually represented as the powers that help children to find solutions, teach children to support others, allow them to find their strengths, develop morals, and express brave parts of themselves.

Keywords: superheroes, representation, advertising, visual symbol, fantasy