Abstract

DAHER, Camila Marques Silva  and  AQUINO, Giselle Braga de. Precocious consumerism and media: publicity discourses of a tv channel for children. Psicol. rev. (Belo Horizonte) [online]. 2019, vol.25, n.2, pp. 552-574. ISSN 1677-1168.  http://dx.doi.org/10.5752/P.1678-9563.2019v25n2p552-574.

The contemporary society is marked by consumption, and in this organization, children have their places as consumers reserved by the media, mostly the TV media. The TV is something very present in children’s life and an important spreader of infantile publicity. This work identifies the publicity discourses of TV channel for children trying to persuade them and their caregivers. The development of the research required the recording and transcription of advertising pieces of this channel and the texts resulting from the transcription were submitted to a Discourse Analysis. In order to carry out the analysis and debate, the material was organized in two categories: "happiness and status through consumption" and "reproduction of gender papers". The main results have pointed out that the discourses presented the products as a formula for happiness and the reinforcement to the gender roles built socially through the strategy of the exposition of its products.

Keywords : Consumption; Childhood; Publicity.

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