Um estudo sobre as estratégias persuasivas na publicidade infantil televisiva

Abstract

It is increasingly more common, through advertising on television, that children come in contact with a universe of products (clothing, toys, footwear) and behavior models whicht are full of meaning. Publicity is not only focused on selling products and services, it also sells values. Under this background, the paper aims to investigate the persuasive strategies used in child publicity, specially those about toys which are present in a great percentage of the publicity directed to kids. These strategies can be efficient tools and also stimulate child consumerism and identity building. To do so, a gathering of advertisements was made during the year of 2011. They are recordings from two public tv channels made to identify and analize persuasive strategies used in them. The theoretical basis of this work are supported by theories about society, consumerism and identity contemporaneity proposed by Bauman (2001), Featherstone (1995), Jameson (1993), Giddens (1991); Studies about childhood, television and publicity presented by Linn (2006), Sampaio (2002), Del Priore (1999), Mauad (1999) Góes e Florentino (1999) e Ariès (1981); and Studies about the persuasive strategies of publicity highlighted by Carrascoza (1999) e Figueiredo (2005).