Publicidade infantil digital: análise de frames e estratégias multimodais no Youtube

Abstract

This study investigates strategies for the activation of sociocognitive frames that are culturally shared and that organize meaning and guide the interpretation of the narrative-advertising discourse of the “Maria Clara & JP” YouTube channel. The channel is examined as a paradigmatic case of contemporary Brazilian children’s media culture, in which advertising occurs implicitly, becoming legitimized and embedded in children’s affective and playful routines, which increases its persuasive effectiveness and makes critical identification more difficult. Grounded in Frame Semantics, theories of multiliteracies, and studies on digital advertising discourse, the research adopts a qualitative approach based on the analysis of two representative videos selected for their clear use of multimodal persuasive practices. The qualitative case study is justified by the need to understand how meanings of consumption are legitimized through the articulation of language, cognition, and digital media. The analysis of these paradigmatic cases reveals the activation of specific and powerful frames, such as “product as a solution to learning difficulties” and “learning as a pleasurable experience linked to consumption,” supported by a multimodal persuasive strategy that integrates linguistic resources (imperative verbs, praise), visual resources (close-ups, gestures, facial expressions), and sound elements (cheerful soundtracks, punctual effects). Based on these findings, an educational folder was developed for the training of early-years teachers, aiming to pedagogically support the critical deconstruction of the frames and persuasive strategies identified, and to promote, in accordance with the BNCC and multiliteracies principles, the critical reading of digital advertising in Portuguese language education.