Estratégias persuasivas em anúncio publicitário infantil: uma análise discursiva

Abstract

Advertising to children has been a discussed topic contemporaneously, raising different opinions on the subject. The subject has gained impact for involving questions about freedom of speech versus rights and protection of children and adolescents. The discussions have focused on the speeches aired in ads aiming children, and many of them considered abusive, with a propelling persuasive language of consumerism in this segment. Aiming to reflect on the persuasive strategies used in the preparation of such statement, this study sought to analyze the dialogical connections present in the persuasive resources for building advertisements aiming children, means evidenced by the verbal and visual language in which these enunciative projects materialize themselves. To assist us in understanding this object, the present study adopted as its theoretical basis the studies of Bakhtin (2003), Voloshinov ([1926], [1930]) the dialogical speech theory and the contributions of Sandman (2001), Carvalho (1996) Vertegaard / Shoroder (1988), Piquet (2009) and Peres (2013) regarding the structure and organization of advertising language. The methodology applied was bibliographical, since we used books and articles regarding the subject, and documentary for the ads analyzed were found on websites and digital collections on the Internet. The analysis shows that the resources and persuasive strategies used by the producer of ads targeting children are impregnated with different dialogical connections, so that building persuasion occurs through the presence of voices from different spheres of the use of language.