Children of the consumption society: strategies of dialogue with the customer child
estratégias de diálogo com a criança-cliente
DOI:
https://doi.org/10.19132/1807-8583201533.174-186Keywords:
Media. Consumption. Child. Advertising.Abstract
This paper analyzes the process of advertisement construction and the constitution of contemporary child identities, in a time in which children have become closely related to the consumption society. The analysis comprises three interviews with professionals working in advertising agencies. Considering contributions by Zygmunt Bauman (1999, 2001, 2008, 2009), Beatriz Sarlo (1997), Néstor García Canclini (2008) and Renato Ortiz (2007) as starting points, the study problematizes teachings provided by the media about childhood, which establish a cultural policy that has delineated what means to be a child in contemporaneity. The paper addresses the limits of persuasive strategies that have thought and treated children as a target market, in a time when consumption has become an imperative.Downloads
References
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BAUMAN, Zygmunt. Vida para consumo: a transformação das pessoas em mercadoria. Rio de Janeiro: Zahar, 2008.
GARCÍA CANCLINI, Néstor. Consumidores e cidadãos. 7. ed. Rio de Janeiro: UFRJ, 2008.
ORTIZ, Renato. Mundialização e cultura. São Paulo: Brasiliense, 2007.
PIEDRAS, Elisa Reinhardt; JACKS, Nilda. A contribuição dos estudos culturais para a abordagem da publicidade: processos de comunicação persuasiva e as noções “articulação” e “fluxo”. Revista E-compós, Rio de Janeiro, v. 6, p. 2-16, ago. 2006.
SARLO, Beatriz. Cenas da vida pós-moderna. Rio de Janeiro: Editora da UFRJ, 1997.
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