Lives e publicidade: uma análise sob perspectiva das diretrizes e normas aplicáveis
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Tipo
TCC
Data de publicação
2020-11
Periódico
Citações (Scopus)
Autores
Madeira, Fernanda Lourenço
Orientador
Melo, Diogo Leonardo Machado de
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ISSN da Revista
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Resumo
O presente artigo pretende analisar a publicidade de bebidas alcóolicas realizadas ao
longo das lives – shows ao vivo por meio de plataforma digital. Foi identificado como incentivo
ao consumo, a ingestão de bebidas alcóolicas pelos artistas durante as lives. A partir da análise
do o Código de Defesa do Consumidor, a Lei n.º 9.294/1996, que regulamenta a publicidade de
bebidas alcóolicas, assim como o Código Brasileiro de Autorregulamentação Publicitária, foi
possível identificar que ao menos duas das lives analisadas podem ser consideradas como
publicidade abusiva, devendo haver a responsabilização dos artistas, assim como da empresa
patrocinadora titular da marca de bebida alcóolica. Foi identificado também a infração de
disposições das demais diretrizes mencionadas, devendo a empresa patrocinadora ser
responsabilizada.
This article aims to analyze alcoholic beverages advertising during the ‘lives’ – live shows through digital platform. It was identified as an incentive to consumption, the intake of alcoholic beverages by celebrities during ‘lives’. From the analysis of the Consumer Protection Code, Law No. 9,294/1996, which regulates the advertising of alcoholic beverages, as well as the Brazilian Code of Advertising Self-Regulation, it was possible to identify that at least two of the ‘lives’ analyzed can be considered as abusive advertising, and both artists and sponsoring company should be claimed responsible. It was also identified violation of the other rules, and the sponsoring company should be held responsible.
This article aims to analyze alcoholic beverages advertising during the ‘lives’ – live shows through digital platform. It was identified as an incentive to consumption, the intake of alcoholic beverages by celebrities during ‘lives’. From the analysis of the Consumer Protection Code, Law No. 9,294/1996, which regulates the advertising of alcoholic beverages, as well as the Brazilian Code of Advertising Self-Regulation, it was possible to identify that at least two of the ‘lives’ analyzed can be considered as abusive advertising, and both artists and sponsoring company should be claimed responsible. It was also identified violation of the other rules, and the sponsoring company should be held responsible.
Descrição
Palavras-chave
lives , consumo , consumidor , publicidade , consumer , advertising , alcoholic beverages , consumption