Publicidade nos canais infantis do Youtube
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Tipo
TCC
Data de publicação
2021-12
Periódico
Citações (Scopus)
Autores
Augusto, Fernanda Klein
Orientador
Puga, Bruna Azzari
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ISSN da Revista
Título de Volume
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Resumo
A infância deveria ser sinônimo de brincadeiras, aprendizado e descobertas, porém, do ponto de vista do mercado publicitário, é o momento em que a pessoa é mais propensa a ser persuadida por suas mensagens. Em razão disso, os valores das crianças são voltados para o consumismo e, consequentemente, compreende a sociedade com base no “ter” e não no “ser”, assim, a construção sobre o que ela acha sobre si mesma é deturpada por acreditar que são os bens que definem quem a pessoa é. Portanto, o objetivo da publicidade dirigida à criança é, em um primeiro momento, influenciar o consumo da família para mais tarde se tornar um consumidor fiel. Posto isto, o presente trabalho pretende analisar a hipervulnerabilidade da criança na forma como ela se relaciona com as mídias sociais, seus efeitos no desenvolvimento cognitivo e, ainda, como a Constituição Federal, o Estatuto da Criança e do Adolescente e as outras normas exercem o papel de proteção absoluta direitos da criança, haja vista a criança ser tratada como consumidora, desrespeitando o seu processo de desenvolvimento. Ainda, é necessário investigar sobre o principal meio utilizado para promover a publicidade infantil, as plataformas de vídeo, através de dados dos canais mais influentes para o público infantil.
Childhood should be synonymous with playing, learning, and discovery, but from the point of view of the advertising market, it is the time when people are most likely to be persuaded by their messages. Because of this, children's values are focused on consumerism and, consequently, they understand society based on "having" and not "being", thus, the construction of what they think about themselves is distorted by believing that it is the goods that define who a person is. Therefore, the objective of advertising directed at children is, at first, to influence the family's consumption to later become loyal consumers. Having said this, this paper intends to analyze the hypervulnerability of children in the way they relate to social media, its effects on cognitive development, and how the Federal Constitution, the Statute of the Child and Adolescent, and other norms play the role of absolute protection of children's rights, given that children are treated as consumers, disrespecting their development process. Furthermore, it is necessary to investigate the main environment used to promote children's advertising, the video platforms, through data from the most influential channels for children.
Childhood should be synonymous with playing, learning, and discovery, but from the point of view of the advertising market, it is the time when people are most likely to be persuaded by their messages. Because of this, children's values are focused on consumerism and, consequently, they understand society based on "having" and not "being", thus, the construction of what they think about themselves is distorted by believing that it is the goods that define who a person is. Therefore, the objective of advertising directed at children is, at first, to influence the family's consumption to later become loyal consumers. Having said this, this paper intends to analyze the hypervulnerability of children in the way they relate to social media, its effects on cognitive development, and how the Federal Constitution, the Statute of the Child and Adolescent, and other norms play the role of absolute protection of children's rights, given that children are treated as consumers, disrespecting their development process. Furthermore, it is necessary to investigate the main environment used to promote children's advertising, the video platforms, through data from the most influential channels for children.
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Palavras-chave
infância , consumismo , publicidade infantil , criança , childhood , childhood advertising , consumerism , children