Infância e desenhos animados: um passeio pela loja de desejos de consumo

Abstract

We often come across ads that specialize in the persuasion of children and teenagers, whether in their favorite cartoons, billboards on the way to school or on the internet. Advertisements are stamped on all media and directly influence purchase decisions. Exposure to advertisements, by children, increases the chances of reaching the marketing objectives, given the fragility and influence of the infantile public, which can lead to serious social problems, including the culture of unbridled consumption. From this scenario, the general objective of this work is to reflect on the alternatives of confronting child consumerism in the school environment. To achieve this, we propose the following specific objectives: a) describe in a narrative way how marketing industry in persuading children to consume their products; b) identify the possible damages and consequences that excessive consumption can cause in children. Methodologically, the work was characterized by bibliographic research, a qualitative approach, covering the discussions on children advertising focused on the fase which corresponds to children between 6 and 12 years of age. The main authors were Skura (2010), Barbosa (2014), Drska (2015), Giacomassi (2015), Gomes (2010), Montineaux (2003), Myers (2014), Pereira (2018), Pereira; Silva; Freitas (2015), Ribeiro (2012), Rossi (2014), La Taille (2017). The results pointed to the joint responsibility between the Family and the school to think about the construction of theoretical-practical foundations for the development of actions of conscious consumption, and this type of behavior should be anchored in moral and ethical principles, considering the common good and the life of the planet. In this way, we can’t attribute the of self-critical thinking to educacional institutions, as if it were only the education of society in general, but, besides the family, which has a broad responsibility for the education of children, auditors, NGOs, advertising agencies, among others. This understanding is not only built with the participation of the school, even less by the marketing agencies, but with the participation of all civil society in the struggle for respect for childhood and life.