08 Publicidade e infância: traços de uma cultura infantil do consumo 08 Alessandra Alcântara Brenda Guedes brenda lyra Guedes rogério covaleski culturas infantis do consumo Publicidade e infância: práticas e experiências contemporâneas sumário traços de uma cultura infantil do consumo brenda lyra Guedes e Rogério Covaleski 152 08 Publicidade e infância: traços de uma cultura infantil do consumo INTRODUÇÃO"1" Alessandra Alcântara Brenda Guedes culturas infantis do consumo práticas e experiências contemporâneas ZĞŇĞƟƌƐŽďƌĞŽůƵŐĂƌŽĐƵƉĂĚŽƉĞůĂĐƌŝĂŶĕĂŶĂƐŽĐŝĞĚĂĚĞĐŽŶƚĞŵƉŽƌąŶĞĂƉƌĞƐƐƵƉƁĞĐŽŶƐŝĚĞƌĂƌĂƐ ĚŝǀĞƌƐĂƐǀĂƌŝĄǀĞŝƐƋƵĞĐŽůĂďŽƌĂŵƉĂƌĂŽĚĞƐĞŶǀŽůǀŝŵĞŶƚŽĚĞƵŵĂŶŽĕĆŽĚĞŝŶĨąŶĐŝĂĞƐƉĞĐşĮĐĂ͕ĐŽŵ ĐĂƌĂĐƚĞƌşƐƟĐĂƐ ƉƌſƉƌŝĂƐ ĚĞƐƐĞ ĐŽŶƚĞdžƚŽ͘ ĂǀŝĚ ƵĐŬŝŶŐŚĂŵ ;ϮϬϬϳͿ ĞŶĨĂƟnjĂ Ž ƐƵƌŐŝŵĞŶƚŽ ĚĞ ƵŵĂ ĐŽŶĐĞƉĕĆŽ ŵŽĚĞƌŶĂ ĚĂ ŝŶĨąŶĐŝĂ ĐŽŵŽ ƌĞƐƵůƚĂĚŽ ĚĞ ƵŵĂ ĐŽŵƉůĞdžĂ ƌĞĚĞ ĚĞ ŝŶƚĞƌͲƌĞůĂĕƁĞƐ ĞŶƚƌĞ ŝĚĞŽůŽŐŝĂ͕ŐŽǀĞƌŶŽ͕ƉĞĚĂŐŽŐŝĂĞƚĞĐŶŽůŽŐŝĂ͕ĞŵƵŵŵŽǀŝŵĞŶƚŽŶŽƋƵĂůĐĂĚĂƵŵĂĚĞůĂƐƚĞŶĚĞĂ ƌĞĨŽƌĕĂƌĂƐŽƵƚƌĂƐʹŽƋƵĞƚĞƌŝĂƉƌŽƉŝĐŝĂĚŽŽĚĞƐĞŶǀŽůǀŝŵĞŶƚŽĚŽƐŝŐŶŝĮĐĂĚŽĚŽƚĞƌŵŽinfânciaĚĞ ĨŽƌŵĂƐĚŝƐƟŶƚĂƐĞĞŵĚŝĨĞƌĞŶƚĞƐŶşǀĞŝƐ͕ĚĞƉĞŶĚĞŶĚŽĚĞĐĂĚĂĐŽŶƚĞdžƚŽŶĂĐŝŽŶĂů͘ ŶƚĞŶĚĞŶĚŽƋƵĞŽĐŽŶƐƵŵŽƐĞĐŽŶĞĐƚĂĐŽŵŽƵƚƌĂƐĞƐĨĞƌĂƐĚĂĞdžƉĞƌŝġŶĐŝĂŚƵŵĂŶĂ͕ĨƵŶĐŝŽŶĂŶĚŽ ĐŽŵŽ ƵŵĂ ĞƐƉĠĐŝĞ ĚĞ ͞ũĂŶĞůĂ͟ ƉĂƌĂ Ž ĞŶƚĞŶĚŝŵĞŶƚŽ ĚĞ ĚŝĨĞƌĞŶƚĞƐ ƉƌŽĐĞƐƐŽƐ ƐŽĐŝĂŝƐ Ğ ĐƵůƚƵƌĂŝƐ ;ZK^͕ϮϬϬϰͿ͕ĂƌĞŇĞdžĆŽĂƋƵŝƉƌŽƉŽƐƚĂďƵƐĐĂŝĚĞŶƟĮĐĂƌĞƌĞŐŝƐƚƌĂƌĂůŐƵŶƐǀşŶĐƵůŽƐƋƵĞƐĞĞƐƚĂͲ ďĞůĞĐĞŵĞŶƚƌĞĂ;ƐͿŝŶĨąŶĐŝĂ;ƐͿĐŽŶƚĞŵƉŽƌąŶĞĂ;ƐͿĞƵŵĂĐƵůƚƵƌĂĚĞĐŽŶƐƵŵŽ͘ WĂƌĂƚĂŶƚŽ͕ƉĂƵƚĂĚŽƐĞŵƵŵĂĐŽŵƉƌĞĞŶƐĆŽŵĂŝƐŐĞƌĂůƐŽďƌĞĂůſŐŝĐĂĚŽĐŽŶƐƵŵŽĐŽŵŽƉƌŽĐĞƐƐŽĐŝͲ ǀŝůŝnjĂƚſƌŝŽ͕ƐĞƌĆŽĚĞƐƚĂĐĂĚĂƐĐĂƌĂĐƚĞƌşƐƟĐĂƐĚĂĐƵůƚƵƌĂĚŽĐŽŶƐƵŵŽĞƐƵĂƐĐŽŶĞdžƁĞƐĐŽŵŽƵŶŝǀĞƌƐŽ ŝŶĨĂŶƟůʹĂƐƉĞĐƚŽĞƐƚĞĞǀŝĚĞŶĐŝĂĚŽƉŽƌǀŝĂƐĚĂƉƵďůŝĐŝĚĂĚĞƋƵĞƐĞĚĞƐƟŶĂĂĞƐƐĞƉƷďůŝĐŽ͘ ϭWh>///E&E/ ŵďŽƌĂĐŽŶƐŝŐĂƌĞƵŶŝƌƵŵĂĞŶŽƌŵĞƋƵĂŶƟĚĂĚĞĚĞĞůĞŵĞŶƚŽƐƉĞƌƚĞŶĐĞŶƚĞƐĂŽŝĚĞĂůĚĞǀŝĚĂĚĞƵŵ ŝŶĚŝǀşĚƵŽ͕ĞƐĞũĂĐĂƉĂnjĚĞĂŐƌƵƉĂƌĞŵĐƵƌƚŽƐƉĞƌşŽĚŽƐŝŶƷŵĞƌĂƐƌĞƉƌĞƐĞŶƚĂĕƁĞƐĚĂƐĚŝĮĐƵůĚĂĚĞƐ sumário brenda lyra Guedes e Rogério Covaleski 153 08 Publicidade e infância: traços de uma cultura infantil do consumo ƋƵĞĂŵĞŶƐĂŐĞŵƉƵďůŝĐŝƚĄƌŝĂůĞǀŽƵĚĠĐĂĚĂƐƉĂƌĂƐƵƉĞƌĂƌ͕ƚŽĚĂƉƵďůŝĐŝĚĂĚĞǀŝƐĂƉƌŝŽƌŝƚĂƌŝĂŵĞŶƚĞ ĞŶĐŽƌĂũĂƌŽĐŽŶƐƵŵŽĚĞƵŵƉƌŽĚƵƚŽŽƵƐĞƌǀŝĕŽ͘ŽŵŽĚŝƌŝĂDĂƌŝĂĚƵĂƌĚĂĚĞDŽƚĂZŽĐŚĂ;ϮϬϭϬͿ͕ ĂƉƵďůŝĐŝĚĂĚĞĠŽĐĂƉŝƚĂůŝŶƚĞƌƉĞůĂŶĚŽĂƐƉĞƐƐŽĂƐĐŽŵƵŶƐ͘ Alessandra Alcântara Brenda Guedes culturas infantis do consumo práticas e experiências contemporâneas sumário ^ĞŐƵŶĚŽ>ĞŽŶ^ĐŚŝīŵĂŶΘ>ĞƐůŝĞ<ĂŶƵŬ;ϭϵϵϳͿ͕ŽƐŝŶĚŝǀşĚƵŽƐƐŽĐŝĂŝƐƐĆŽĐŽŶƐƚĂŶƚĞŵĞŶƚĞŝŵƉĂĐƚĂͲ ĚŽƐƉŽƌŐƌƵƉŽƐĞƐƉĞĐşĮĐŽƐƋƵĞƉŽĚĞŵƐĞƌĚĞƉĞƌƟŶġŶĐŝĂʹĨĂŵşůŝĂ͕ĂŵŝŐŽƐ͕ŐƌƵƉŽƐĚĞƚƌĂďĂůŚŽʹĞ ĚĞƌĞĨĞƌġŶĐŝĂ͘ƐƚĞƷůƟŵŽ͕ĚŝnjƌĞƐƉĞŝƚŽĂ͞ƋƵĂůƋƵĞƌƉĞƐƐŽĂŽƵŐƌƵƉŽƋƵĞƐŝƌǀĂĐŽŵŽƉŽŶƚŽĚĞĐŽŵͲ ƉĂƌĂĕĆŽ;ŽƵƌĞĨĞƌġŶĐŝĂͿƉĂƌĂƵŵŝŶĚŝǀşĚƵŽŶĂĨŽƌŵĂĕĆŽĚĞǀĂůŽƌĞƐ͕ĂƟƚƵĚĞƐŽƵĐŽŵƉŽƌƚĂŵĞŶƚŽƐ ƚĂŶƚŽŐĞƌĂŝƐƋƵĂŶƚŽĞƐƉĞĐşĮĐŽƐ͟;Ɖ͘ϮϮϵͿ͘ EĞƐƐĞƐĞŶƟĚŽ͕ĂƉƌſƉƌŝĂŵşĚŝĂĨƵŶĐŝŽŶĂĐŽŵŽƉĂƌąŵĞƚƌŽƌĞĨĞƌĞŶĐŝĂůĚŽƐĐŽŶƐƵŵŝĚŽƌĞƐĚĞƐĞƵĐŽŶͲ ƚĞƷĚŽ͘ŵĂŝƐĚŽƋƵĞŝƐƐŽ͕ŝŶƐƟŐĂŝĚĞŶƟĮĐĂĕĆŽĞͬŽƵƉƌŽũĞĕĆŽƉĂƌĂĐŽŵĂƋƵŝůŽƋƵĞǀĞŝĐƵůĂ͘ŝĚĞŶͲ ƟĮĐĂĕĆŽƐĞƌĞĨĞƌĞăƉĞƌĐĞƉĕĆŽ͕ƉŽƌƉĂƌƚĞĚŽŝŶĚŝǀşĚƵŽ͕ĚĞƚƌĂĕŽƐĐŽŵƵŶƐĂŽƐĚĂƐƵĂƌĞĂůŝĚĂĚĞĞŵ ŽƵƚƌĞŵ͖ĞĂŶŽĕĆŽĚĞƉƌŽũĞĕĆŽ͕ĚŝnjƌĞƐƉĞŝƚŽĂŽĚĞƐĞũŽĚĞƋƵĞĂƐƉĞĐƚŽƐƉĞĐƵůŝĂƌĞƐĂŽŽƵƚƌŽĨĂĕĂŵ ƉĂƌƚĞĚĂƐƵĂƌĞĂůŝĚĂĚĞ͘^ĞŐƵŶĚŽůĐąŶƚĂƌĂĞĂŵƉŽƐ;ϮϬϬϲͿ͕ĂŵşĚŝĂǀĞƌŝĮĐŽƵ͕ŶĂƵƟůŝnjĂĕĆŽĚĞƚĂŝƐ ĐŽŶĐĞŝƚŽƐ͕ƵŵĂĞƐƚƌĂƚĠŐŝĂĞĮĐĂnjĚĞĂƐƐŝŵŝůĂĕĆŽĨĂĐŝůŝƚĂĚĂĂŽƐĞƐƉĞĐƚĂĚŽƌĞƐ͘ ĐŽŶƐƟƚƵŝĕĆŽĚĂŝĚĞŶƟĚĂĚĞĚĂĐƌŝĂŶĕĂĞĚŽĂĚŽůĞƐĐĞŶƚĞƐĞĚĄĂƚƌĂǀĠƐĚĞƵŵůŽŶŐŽĞƐƵĐĞƐƐŝǀŽ ƉƌŽĐĞƐƐŽĚĞŝĚĞŶƟĮĐĂĕĆŽĐŽŵŝŵĂŐĞŶƐ͕ƋƵĞƐĆŽƉƌŽĚƵnjŝĚĂƐĞƉƌŽƉŽƐƚĂƐĂƉĂƌƟƌĚĞŝŶƐƚąŶĐŝĂƐ ƐŽĐŝĂůŝnjĂĚŽƌĂƐƋƵĞǀĞŝĐƵůĂŵŽƐŝĚĞĂŝƐĞŵǀŽŐĂŶƵŵĂĚĞƚĞƌŵŝŶĂĚĂĐƵůƚƵƌĂ͘ĞŶƚƌĞĞƐƐĂƐŝŶƐƚąŶͲ ĐŝĂƐƐŽĐŝĂůŝnjĂĚŽƌĂƐ͕ĂŵşĚŝĂŽĐƵƉĂƵŵůƵŐĂƌĚĞĞdžƚƌĞŵŽĚĞƐƚĂƋƵĞ͕ĨƵŶĐŝŽŶĂŶĚŽĐŽŵŽƵŵĂĐĞŶͲ ƚƌĂůĚŝƐƚƌŝďƵŝĚŽƌĂĚĞƐĞŶƟĚŽ͕ĞƐƵĂƐĐŽƌƉŽƌĂĕƁĞƐ͕ĐŽŵŽĨĄďƌŝĐĂƐĚĞŝŵĂŐŝŶĄƌŝŽ͕ĐŽŶƐƚĂŶƚĞŵĞŶƚĞ ƉƌŽĚƵnjŝŶĚŽĞŽĨĞƌĞĐĞŶĚŽŵŽĚĞůŽƐƋƵĞƐĞƌǀĞŵĚĞƐƵƉŽƌƚĞƉĂƌĂĂƐŝĚĞŶƟĮĐĂĕƁĞƐĐŽŶƐƟƚƵƟǀĂƐ ĚŽƐƵũĞŝƚŽ͘;>EdZ͖DWK^͕ϮϬϬϲ͕ƉƉ͘ϭϰϱͲϭϰϲͿ brenda lyra Guedes e Rogério Covaleski 154 08 Publicidade e infância: traços de uma cultura infantil do consumo KŵĞƌĐĂĚŽƐĞĂŶĐŽƌĂ͕ƉŽƌƚĂŶƚŽ͕ŶŽƉŽƚĞŶĐŝĂůĚĞĐŽŵƵŶŝĐĂĕĆŽƋƵĞĂŵşĚŝĂĞƐƚĂďĞůĞĐĞĐŽŵŽƐǀĄƌŝŽƐ ƉƷďůŝĐŽƐƉĂƌĂĮƌŵĂƌƐƵĂƐĞƐƚƌĂƚĠŐŝĂƐĚĞĂƚƵĂĕĆŽ͘ŵƌĞůĂĕĆŽăƐĐƌŝĂŶĕĂƐ͕ƉŽƌĞdžĞŵƉůŽ͕ŽďƐĞƌǀĂͲƐĞ ƋƵĞŶŽĂŶŽĚĞϭϵϭϰ͕ĂZĞǀŝƐƚĂDry Goods Economist ƌĞŐŝƐƚƌŽƵĞŵƵŵĂĚĞƐƵĂƐƐĞĕƁĞƐƵŵĂƉĞůŽƋƵĞ ƐĞƚŽƌŶĂƌŝĂƌĞĐŽƌƌĞŶƚĞŶŽƐĂŶŽƐƐĞŐƵŝŶƚĞƐ͗ Alessandra Alcântara Brenda Guedes culturas infantis do consumo práticas e experiências contemporâneas dĞŶŚĂĞŵŵĞŶƚĞŽƐŝŶƚĞƌĞƐƐĞƐĚŽďĞďġ͕ĞĂĨĂŵşůŝĂĚĞƐƚĞďĞďġƚĞƌĄŝŶƚĞƌĞƐƐĞĞŵƐĞƵŶĞŐſĐŝŽ͘K ƉƌſƉƌŝŽďĞďġƌĂƉŝĚĂŵĞŶƚĞĐƌĞƐĐĞƌĄĞƐĞƚŽƌŶĂƌĄƵŵĐůŝĞŶƚĞƌĞĂůĚĞƐƵĂůŽũĂ͘ƐŶĞĐĞƐƐŝĚĂĚĞƐƐĞ ĂŵƉůŝĂƌĆŽĐŽŶĨŽƌŵĞŽďĞďġĐƌĞƐĐĞ͘EĆŽĞƐƋƵĞĕĂŝƐƐŽ͊”2”;apudKK<͕ϮϬϬϰ͕Ɖ͘ϳϭͿ sŝƚŽƌ^ƚƌĂƐďƵƌŐĞƌ͕ĂƌďĂƌĂtŝůƐŽŶΘŵLJ:ŽƌĚĂŶ;ϮϬϭϭͿĂƉƌĞƐĞŶƚĂŵƵŵƉĂŶŽƌĂŵĂŐĞƌĂů”3”͕ƐŽďƌĞ ĂůŐƵŵĂƐŵƵĚĂŶĕĂƐŚŝƐƚſƌŝĐĂƐŶĂƉƵďůŝĐŝĚĂĚĞƉĂƌĂĐƌŝĂŶĕĂƐƋƵĞ͕ũƵŶƚĂŵĞŶƚĞĐŽŵŝŶĨŽƌŵĂĕƁĞƐĐŽůĞͲ ƚĂĚĂƐƉŽƌĂŶŝĞůŽŽŬ;ϮϬϬϰͿ͕ĂŵƉůŝĂŵĂĐŽŵƉƌĞĞŶƐĆŽƐŽďƌĞŽƚĞŵĂ͘ DĂŝƐĚŽƋƵĞŽĐŽŶƚĞdžƚŽƐŝƚƵĂĐŝŽŶĂůĚŽƐƉĞƌşŽĚŽƐƋƵĞƐĞƌĆŽĐŝƚĂĚŽƐ͕ŝŶƚĞƌĞƐƐĂƉĞƌĐĞďĞƌ͕ĞŵĐĂĚĂƵŵ ĚĞůĞƐ͕ŝŶĚşĐŝŽƐĚĂƌĞůĞǀąŶĐŝĂĞĚŽǀĂůŽƌĚŽĐŽŶƐƵŵŝĚŽƌŝŶĨĂŶƟůƉĂƌĂĂĞĐŽŶŽŵŝĂĐŽŵŽƵŵƚŽĚŽ͘WĂƌĂ ƚĂŶƚŽ͕ ŽƉƚŽƵͲƐĞ ƉŽƌ ŽďƐĞƌǀĂƌ ŵĂŝƐ ĚĞ ƉĞƌƚŽ ĂƐ ġŶĨĂƐĞƐ Ğ ƉĞƌƐƉĞĐƟǀĂƐ ĚŽƐ ĞƐĨŽƌĕŽƐ ƉƵďůŝĐŝƚĄƌŝŽƐ͕ ĞŶƚĞŶĚĞŶĚŽƋƵĞĞƐƚĞƐĂƚƵĂŵĐŽŵŽĞǀŝĚġŶĐŝĂƐĚŽƋƵĞƐĞƉƌĞƚĞŶĚĞĐŽŵƉƌĞĞŶĚĞƌ͘ ^ĞŐƵŶĚŽŽƐĂƵƚŽƌĞƐ͕ƚĂŝƐĞƐĨŽƌĕŽƐĚĂƚĂŵĚŽŝŶşĐŝŽĚŽƐĠĐƵůŽyy͕ĞŵƵŵĂĠƉŽĐĂŶĂƋƵĂůĂƐĐƌŝĂŶĕĂƐ ĞƌĂŵĐŽŶƐŝĚĞƌĂĚĂƐŝŵƉŽƌƚĂŶƚĞƐƉĂƌĂĂƉƵďůŝĐŝĚĂĚĞĞŽŵĂƌŬĞƟŶŐ͕ƉƌŝŶĐŝƉĂůŵĞŶƚĞƉŽƌƋƵĞĞƌĂŵĐĂͲ ƉĂnjĞƐĚĞŝŶŇƵĞŶĐŝĂƌŽĐŽŵƉŽƌƚĂŵĞŶƚŽĚĞĐŽŶƐƵŵŽĚĞƐĞƵƐƉĂŝƐ͘ EŽƐĂŶŽƐϭϵϮϬ͕ĂŽĨĞƌƚĂĚĞďƌŝŶĚĞƐƐĞĂƉƌĞƐĞŶƚĂǀĂĐŽŵŽƵŵĂĚĂƐĞƐƚƌĂƚĠŐŝĂƐƉĂƌĂĂŐƌĂĚĂƌĂƐĐƌŝĂŶĕĂƐ ʹĂŝŶĚĂƚĞŶĚŽĞŵǀŝƐƚĂŽƐƉĂŝƐŽƵĂŝĚĞŝĂĚĞƵŵĐŽŶƐƵŵŝĚŽƌƉŽƚĞŶĐŝĂůĨƵƚƵƌŽʹĞƉŽƌǀŽůƚĂĚĞϭϵϯϬ͕ŝŶͲ ƚĞŶƐŝĮĐŽƵͲƐĞĂƌĞůĞǀąŶĐŝĂĚĞĞƐƚƵĚŽƐƋƵĞŝŶǀĞƐƟŐĂǀĂŵĂƐƉƌĄƟĐĂƐŝŶĨĂŶƟƐĚĞĐŽŶƐƵŵŽ;KK<͕ϮϬϬϰͿ͘ sumário brenda lyra Guedes e Rogério Covaleski 155 08 Alessandra Alcântara Brenda Guedes culturas infantis do consumo práticas e experiências contemporâneas sumário Publicidade e infância: traços de uma cultura infantil do consumo EĂĚĠĐĂĚĂĚĞϭϵϱϬ͕ĂƐĐƌŝĂŶĕĂƐĨŽƌĂŵŐƌĂĚƵĂůŵĞŶƚĞƐĞĂĮƌŵĂŶĚŽĐŽŵŽĐŽŶƐƵŵŝĚŽƌĂƐ͘EŽĐŽŶƚĞdžͲ ƚŽĚŽ ƐƵƌŐŝŵĞŶƚŽĚĂƚĞůĞǀŝƐĆŽ ͞ĂůŐƵŶƐ ƉƌŽŐƌĂŵĂƐĞƌĂŵŽĨĞƌĞĐŝĚŽƐ ƉĞůĂƐƉƌſƉƌŝĂƐ ĞŵŝƐƐŽƌĂƐƐĞŵ ŶĞŶŚƵŵ ƉĂƚƌŽĐşŶŝŽ ĐŽŵĞƌĐŝĂů͟ ;^dZ^hZ'Z͖ t/>^KE͖ :KZE͕ ϮϬϭϭ͕ Ɖ͘ϲϳͿ͕ ŵĂƐ ĐŽŶĨŽƌŵĞ Ă ĐŽŶĐŽƌƌġŶĐŝĂĨŽŝƐĞĞƐƚĂďĞůĞĐĞŶĚŽĨŽƌĂŵƐĞŶĚŽŶĞĐĞƐƐĄƌŝŽƐŵĂŝƐƉĂƚƌŽĐŝŶĂĚŽƌĞƐƉĂƌĂĚŝǀŝĚŝƌĂƐŽͲ ďƌĞĐĂƌŐĂ͘ƐƐŝŵ͕ĐŝŶĐŽŵŝŶƵƚŽƐƉŽƌŚŽƌĂĚĞƉƌŽŐƌĂŵĂĕĆŽĞƌĂŵĚĞƐƟŶĂĚŽƐĂƵŵĂƉƵďůŝĐŝĚĂĚĞƋƵĞ ĂŝŶĚĂƐĞǀŽůƚĂǀĂŵĂŝƐƉĂƌĂĂƐĨĂŵşůŝĂƐĚŽƋƵĞƉĂƌĂĂƐĐƌŝĂŶĕĂƐ͘ ŵϭϵϱϱ͕ĞƐƚƌĞŝĂĂǀĞƌƐĆŽƚĞůĞǀŝƐŝǀĂĚŽůƵďĞĚŽDŝĐŬĞLJ͕ƉƌŽŐƌĂŵĂĚĞƐƵĐĞƐƐŽĞƐƚƌŽŶĚŽƐŽƋƵĞ͕ƐĞͲ ŐƵŶĚŽ<ůŝŶĞ;ϭϵϵϯapud^dZ^hZ'Z͖t/>^KE͖:KZE͕ϮϬϭϭͿ͕ƚĞƌŝĂƌĞƉƌĞƐĞŶƚĂĚŽƵŵŵŽŵĞŶƚŽ ĚĞĐŝƐŝǀŽƉĂƌĂĂƉƵďůŝĐŝĚĂĚĞƉĂƌĂĐƌŝĂŶĕĂƐŶĂƚĞǀġ͕ŚĂũĂǀŝƐƚĂĂƌĞƐƵůƚĂŶƚĞĐŽŵƉƌĂĚĞďƌŝŶƋƵĞĚŽƐĞ ĂƌƟŐŽƐƌĞůĂĐŝŽŶĂĚŽƐĂŽƉƌŽŐƌĂŵĂĂĚƋƵŝƌŝĚŽƐƉĞůĂƐƉƌſƉƌŝĂƐĐƌŝĂŶĕĂƐʹŽƋƵĞƚĞƌŝĂĚŝƌĞĐŝŽŶĂĚŽŽ ĨŽĐŽĚĂŝŶĚƷƐƚƌŝĂĚĞďƌŝŶƋƵĞĚŽƐ͕ĚĞĨŽƌŵĂĂŐƌĞƐƐŝǀĂ͕ƉĂƌĂŽŵĞŝŽƚĞůĞǀŝƐŝǀŽ͘ EĂĚĠĐĂĚĂĚĞϭϵϲϬ͕͞ŽƐƉƌŽŐƌĂŵĂƐŝŶĨĂŶƟƐƋƵĞĂŝŶĚĂŝĂŵĂŽĂƌŶŽŚŽƌĄƌŝŽŶŽďƌĞĨŽƌĂŵƚƌĂŶƐͲ ĨĞƌŝĚŽƐƉĂƌĂĂƐŵĂŶŚĆƐĚĞƐĄďĂĚŽ͕ƋƵĂŶĚŽƵŵŐƌĂŶĚĞŶƷŵĞƌŽĚĞĐƌŝĂŶĕĂƐƉŽĚĞƌŝĂƐĞƌĂƟŶŐŝĚŽ ĚĞ ĨŽƌŵĂ ĞĮĐĂnj͕ Ğ ĐŽŵ ďŽĂ ƌĞůĂĕĆŽ ĐƵƐƚŽͲďĞŶĞİĐŝŽ͕ ƉĞůŽƐ ĚĞƐĞŶŚŽƐ ĂŶŝŵĂĚŽƐ͟ ;^dZ^hZ'Z͖ t/>^KE͖:KZE͕ϮϬϭϭ͕Ɖ͘ϲϴͿ͘ ƐƐĂ ƉƌĄƟĐĂ ƐĞ ŝŶƚĞŶƐŝĮĐŽƵ ƉŽƌ ǀŽůƚĂ ĚĞ ϭϵϳϬ͕ ĂƉſƐ Ă ĐŽŶĮƌŵĂĕĆŽ ĚŽ ĐƌĞƐĐĞŶƚĞ ŝŶƚĞƌĞƐƐĞ ĚŽƐ ĂŶƵŶĐŝĂŶƚĞƐƉĞůŽƉƷďůŝĐŽŝŶĨĂŶƟůĞ͕ŶĂĚĠĐĂĚĂƐĞŐƵŝŶƚĞ͕ŚŽƵǀĞƵŵĨŽƌƚĂůĞĐŝŵĞŶƚŽĚĂƐƉĂƌĐĞƌŝĂƐ ĞŶƚƌĞƉƌŽĚƵƚŽƌĞƐĚĂŵşĚŝĂĞĨĂďƌŝĐĂŶƚĞƐĚĞƉƌŽĚƵƚŽƐ;WKZ͕ϭϵϵϴapud^dZ^hZ'Z͖t/>Ͳ ^KE͖:KZE͕ϮϬϭϭͿ͘ brenda lyra Guedes e Rogério Covaleski 156 08 Alessandra Alcântara Brenda Guedes culturas infantis do consumo práticas e experiências contemporâneas Publicidade e infância: traços de uma cultura infantil do consumo KƐĂŶŽƐϭϵϵϬĨŽƌĂŵŵĂƌĐĂĚŽƐƉĞůŽƐƵƌŐŝŵĞŶƚŽĚĞĐĂŶĂŝƐŝŶĚĞƉĞŶĚĞŶƚĞƐĞĂƉƌŽůŝĨĞƌĂĕĆŽĚĂƚĞǀġ Ă ĐĂďŽ͕ Ž ƋƵĞ ƚĞƌŝĂ ĂŵƉůŝĂĚŽ ŽƐ ŚŽƌŝnjŽŶƚĞƐ ĚĂ ĂƚƵĂĕĆŽ ƉƵďůŝĐŝƚĄƌŝĂ ƉĂƌĂ Ž ƐĞŐŵĞŶƚŽ ũŽǀĞŵ ĚĂ ƉŽƉƵůĂĕĆŽ͘ŵϮϬϬϲ͕ĂŝŶĂƵŐƵƌĂĕĆŽĚĞƵŵĐĂŶĂůϮϰŚŽƌĂƐŶĂƚĞǀġƉŽƌĂƐƐŝŶĂƚƵƌĂŝŶƟƚƵůĂĚŽBaby First TV ĐŚĂŵŽƵĂĂƚĞŶĕĆŽĂŽƉƌŽƉŽƌƵŵĂƉƌŽŐƌĂŵĂĕĆŽƚĞůĞǀŝƐŝǀĂƉĂƌĂĐƌŝĂŶĕĂƐĞďĞďġƐĂŝŶĚĂŶĂ ĨĂƐĞĚŽĞŶŐĂƟŶŚĂƌ͘EĞƐƐĞĐĂƐŽ͕ĂĞŵŝƐƐŽƌĂŶĆŽůĞǀĂǀĂĂŽĂƌĐŽŵĞƌĐŝĂŝƐ͕ŶŽĞŶƚĂŶƚŽ͕ŽƐŝƚĞĚŽĐĂŶĂů ĐŽŶƟŶŚĂlinksƉĂƌĂĐŽŵƉƌĂƐĚĞƉƌŽĚƵƚŽƐƌĞůĂĐŝŽŶĂĚŽƐĂŽƉƷďůŝĐŽ͘ ŵ ŵĞŝŽ Ă ĞƐƐĞ ĐŽŶƚĞdžƚŽ ĚĞ ĂƉƌŝŵŽƌĂŵĞŶƚŽ ĚĂƐ ƚĞĐŶŽůŽŐŝĂƐ͕ ƐƵƌŐĞŵ ŶŽǀĂƐ ƉŽƐƐŝďŝůŝĚĂĚĞƐ ŶŽ ĐĂŵƉŽĚĂƐŵşĚŝĂƐƋƵĞĂďƌĞŵĞƐƉĂĕŽƉĂƌĂŽĚĞƐĞŶǀŽůǀŝŵĞŶƚŽĚĞĂĕƁĞƐƉƵďůŝĐŝƚĄƌŝĂƐƚĂŵďĠŵŶĂ ŝŶƚĞƌŶĞƚ͘dĂŶƚŽƋƵĞ͕ĚĞĂĐŽƌĚŽĐŽŵƵŵĞƐƚƵĚŽƌĞĂůŝnjĂĚŽƉĞůĂ&ƵŶĚĂĕĆŽ&ĂŵşůŝĂ<ĂŝƐĞƌĞŵϮϬϬϲ ;apud^dZ^hZ'Z͖t/>^KE͖:KZE͕ϮϬϭϭͿ͕ĐƵũŽŽďũĞƟǀŽĞƌĂƌĞůĂĐŝŽŶĂƌĂŝŶƚĞƌŶĞƚĞĂƉƵďůŝĐŝͲ ĚĂĚĞĚĞĂůŝŵĞŶƚŽƐŶŽƐh͕ϴϱйĚĂƐĐŽŵƉĂŶŚŝĂƐƋƵĞĂŶƵŶĐŝĂŵŶĂƚĞǀġƚĂŵďĠŵĞƐƚĆŽůĞǀĂŶĚŽ ăƐĐƌŝĂŶĕĂƐĨŽƌŵĂƐƐĞŵĞůŚĂŶƚĞƐĚĞƉƵďůŝĐŝĚĂĚĞŶĂŝŶƚĞƌŶĞƚ͖ϳϱйƚġŵsitesĚĞƐĞŶǀŽůǀŝĚŽƐĞƐƉĞĐŝͲ ĮĐĂŵĞŶƚĞƉĂƌĂĞƐƐĞƉƷďůŝĐŽ͖ĞŵƵŝƚŽƐƉŽƐƐƵĞŵŽĞŶĚĞƌĞĕŽĞůĞƚƌƀŶŝĐŽĚĞƐĞƵƐŝƚĞŶĂĞŵďĂůĂŐĞŵ ĚĞƐĞƵƐƉƌŽĚƵƚŽƐ͘ ,Ą͕ƉŽƌƚĂŶƚŽ͕ƵŵĂĞƐƉĠĐŝĞĚĞĞŶƚƌĞůĂĕĂŵĞŶƚŽĚŽƐĞƐƉĂĕŽƐİƐŝĐŽƐ͕ƌĞĂŝƐĞǀŝƌƚƵĂŝƐƋƵĞŽƐĐĂƌĂĐͲ ƚĞƌŝnjĂĐŽŵŽŚşďƌŝĚŽƐ͕ĐŽŶĨŽƌŵĞĂƚĞƌŵŝŶŽůŽŐŝĂĂĚŽƚĂĚĂƉŽƌ^ƚĞǀĞ,ĂƌƌŝƐŽŶĞWĂƵůŽƵƌŝƐŚ;apud ^Ed>>͕ϮϬϬϴͿ͘ ĞĂĐŽƌĚŽĐŽŵ>ƵĐŝĂ^ĂŶƚĂĞůůĂ;ϮϬϬϯͿ͕Ġ͞ĐŽŵŽƐĞĂĚŝŶąŵŝĐĂŇƵŝĚĂĚŽƐƉƌŽĐĞƐƐŽƐĐƵůƚƵƌĂŝƐŶŽ ŵƵŶĚŽ ƉƌĞƐĞŶĐŝĂů ũĄ ĞƐƟǀĞƐƐĞ ĐŽůŽĐĂŶĚŽ ŶŽƐƐĂƐ ƐĞŶƐŝďŝůŝĚĂĚĞƐ Ğŵ ƐŝŶƚŽŶŝĂ ĐŽŵ ĂƐ ĚŝŶąŵŝĐĂƐ ǀŝƌƚƵĂŝƐĚĂĐƵůƚƵƌĂĐŝďĞƌĞƐƉĂĐŝĂůĞŵĐƵƌƐŽ͟;Ɖ͘ϳϭͿ͘ sumário brenda lyra Guedes e Rogério Covaleski 157 08 Alessandra Alcântara Brenda Guedes culturas infantis do consumo práticas e experiências contemporâneas sumário Publicidade e infância: traços de uma cultura infantil do consumo ƐƐŝŵ͕ĂƚƌĂǀĠƐĚĞĂůŐƵŵĂƐĞƐƚƌĂƚĠŐŝĂƐƌĞĐŽƌƌĞŶƚĞƐŶŽƵŶŝǀĞƌƐŽŽŶͲůŝŶĞ͕ĂŵşĚŝĂƐĞĨĂnjƉƌĞƐĞŶƚĞĞŵ ĂƟǀŝĚĂĚĞƐƌŽƟŶĞŝƌĂƐŝŶĨĂŶƟƐƚĂŵďĠŵƉŽƌǀŝĂƐĚĂ͞ŐƌĂŶĚĞƌĞĚĞ͘͟WĂƌĂĂůĠŵĚŽmerchandisingĐŽŵ ƉĞƌƐŽŶĂŐĞŶƐ͖ĚĂŝŶƐĞƌĕĆŽĚĞƉƌŽĚƵƚŽƐ;product placementͿ͖ĚŽŵĂƌŬĞƟŶŐǀŝƌĂůĞĚŽŵĂƌŬĞƟŶŐon-line͕ƉŽĚĞŵĂŝŶĚĂƐĞƌŵĞŶĐŝŽŶĂĚŽƐŽƐadvergames”4”͖ŽŵĂƌŬĞƟŶŐĚĞŝŵĞƌƐĆŽ͕ŶŽƋƵĂůŚĄĐŽůĞƚĂ ĚĞĚĂĚŽƐƉĞƐƐŽĂŝƐĞŵƌĞĚĞƐƐŽĐŝĂŝƐĚŝŐŝƚĂŝƐ͕ƚĂŶƚŽĞŵƐŝƚĞƐƉĂŐŽƐƋƵĂŶƚŽĞŵsitesĚĞŵĂƌĐĂ͞ŐƌĂͲ ƚƵŝƚŽƐ͖͟ŽƐĂƉůŝĐĂƟǀŽƐĚĞũŽŐŽƐĚĞŵĂƌĐĂƉĂƌĂĚŝƐƉŽƐŝƟǀŽƐŵſǀĞŝƐĞƵŵĂƐĠƌŝĞĚĞŽƵƚƌŽƐƌĞĐƵƌƐŽƐ ƋƵĞƐĞǀĂůĞŵĚŽŝŵĞĚŝĂƟƐŵŽĚĞĂĐĞƐƐŽĞĚĂĐĂƉĂĐŝĚĂĚĞĚĞnetworkingĚĂƐŵşĚŝĂƐĚŝŐŝƚĂŝƐƉĂƌĂ ƉƌŽŵŽǀĞƌĞdžƉĞƌŝġŶĐŝĂƐĨĂǀŽƌĄǀĞŝƐăƐŵĂƌĐĂƐ;h</E',D͕ϮϬϭϮͿ͘ ŵĐŝƌĐƵŶƐƚąŶĐŝĂƐŽŶĚĞ͞ƚƵĚŽŶŽƐĠŝŵĞĚŝĂƚĂŵĞŶƚĞĚĂĚŽƐŽďĂĨŽƌŵĂĚĂƚƌĂŶƐƉĂƌġŶĐŝĂƚĞŵƉŽƌĂů ĞĞƐƉĂĐŝĂůĚĂƐĂƉĂƌġŶĐŝĂƐ͕ĂƉƌĞƐĞŶƚĂĚĂƐĐŽŵŽĞǀŝĚġŶĐŝĂƐ͟;,h1͕ϮϬϬϲƉ͘ϯϯͿ͕ĂƐŵĂƌĐĂƐĐŽŶƐŽůŝͲ ĚĂĚĂƐƐƵƌŐĞŵĐŽŵŽĞůĞŵĞŶƚŽƐƉĞƌĞŶĞƐĞŵŵĞŝŽĂƵŵĐŽŶƚĞdžƚŽĚĞĞĨĞŵĞƌŝĚĂĚĞ͘ ^ĞŐƵŶĚŽŽǀĂůĞƐŬŝ;ϮϬϭϬͿ͕ ĂŵĞŶƐĂŐĞŵƉƵďůŝĐŝƚĄƌŝĂ͕ĚĂŵĂŶĞŝƌĂĐŽŵŽĠĐŽŵƉƌĞĞŶĚŝĚĂŚŽũĞʹƉĂƌĂĚŽdžĂůŵĞŶƚĞʹŐĂŶŚĂƐŽͲ ďƌĞǀŝĚĂƋƵĂŶƚŽŵĂŝƐĚĞŝdžĂĚĞƐĞƉĂƌĞĐĞƌĐŽŶƐŝŐŽŵĞƐŵĂ͖ƋƵĂŶƚŽŵĞŶŽƐĨĂĕĂƵƐŽĚŽƐĞůĞŵĞŶͲ ƚŽƐ ƚƌĂĚŝĐŝŽŶĂŝƐ ƋƵĞ ĐŽŶƐƟƚƵĞŵ Ž ĚŝƐĐƵƌƐŽ ƉƵďůŝĐŝƚĄƌŝŽ ĐŽŶǀĞŶĐŝŽŶĂů͘ ƉƌĞƐĞŶƚĂͲƐĞ ĚĞ ĨŽƌŵĂ ĐƌĞƐĐĞŶƚĞ͕ŝŶƐĞƌŝĚĂĞĐĂŵƵŇĂĚĂŶŽĞŶƚƌĞƚĞŶŝŵĞŶƚŽ͖ƚƌĂǀĞƐƟĚĂĚĞĚŝǀĞƌƐĆŽ͕ŵĂƐŶĆŽĚĞƐƟƚƵşĚĂ ĚĞƐƵĂĨƵŶĕĆŽƉĞƌƐƵĂƐŝǀĂ͕ŵĞƐŵŽƋƵĞĚŝƐƐŝŵƵůĂĚĂ͘;ƉƉ͘ϮϬͲϮϭͿ  ŝŶƚĞƌŶĞƚ ĞƐƚĄ ƌĞĐŚĞĂĚĂ ĚĞ ƉƵďůŝĐŝĚĂĚĞ͕ ŶŽ ĞŶƚĂŶƚŽ͕ ŵƵŝƚĂƐ ĚĞƐƐĂƐ ŵĞŶƐĂŐĞŶƐ ĐŽŵĞƌĐŝĂŝƐ ǀġŵ ƐĞŶĚŽĚŝƌĞĐŝŽŶĂĚĂƐăƐĐƌŝĂŶĕĂƐĚĞƵŵŵŽĚŽŶĆŽƚĆŽĐůĂƌŽŶŽƋƵĞĚŝnjƌĞƐƉĞŝƚŽăƐĞƉĂƌĂĕĆŽĞŶƚƌĞŽ ĐŽŶƚĞƷĚŽĐŽŵĞƌĐŝĂůĞŽĐŽŶƚĞƷĚŽĚĞĞŶƚƌĞƚĞŶŝŵĞŶƚŽ͘ƐƚĞƐĞƌŝĂŽ͞ďŽƌƌĂŵĞŶƚŽ͟ĂŽƋƵĂů^ƚƌĂƐďƵƌͲ ŐĞƌ͕tŝůƐŽŶΘ:ŽƌĚĂŶ;ϮϬϭϭͿĨĂnjĞŵŵĞŶĕĆŽ͕ƵŵĂĞƐƉĠĐŝĞĚĞĞŵďĂĕĂŵĞŶƚŽƋƵĞƚŽƌŶĂĂƐĨƌŽŶƚĞŝƌĂƐ ĞŶƚƌĞĂƉƵďůŝĐŝĚĂĚĞĞĂďƌŝŶĐĂĚĞŝƌĂŵĞŶŽƐŶşƟĚĂƐ͘ brenda lyra Guedes e Rogério Covaleski 158 08 Publicidade e infância: traços de uma cultura infantil do consumo ϭ͘ϭhŵĂWƌŽƉŽƐƚĂĚĞůĂƐƐŝĨŝĐĂĕĆŽ Alessandra Alcântara Brenda Guedes culturas infantis do consumo práticas e experiências contemporâneas sumário ĞĂĐŽƌĚŽĐŽŵǀĞƌĂƌĚŽZŽĐŚĂ;ϮϬϭϯapud'^d>K͕ϮϬϭϯͿĂƉƵďůŝĐŝĚĂĚĞĞŽĐŽŶƐƵŵŽƉĞƌƉĂƐͲ ƐĂŵĂǀŝĚĂĚĂƐŽĐŝĞĚĂĚĞŵŽĚĞƌŶŽͲĐŽŶƚĞŵƉŽƌąŶĞĂĐŽŵĂĨŽƌĕĂƋƵĞƉŽƵĐŽƐĨĞŶƀŵĞŶŽƐƉŽƐƐƵĞŵ͕ ƐĞŶĚŽƉŽƌŵĞŝŽĚŽĚŝƐƉŽƐŝƟǀŽƉƵďůŝĐŝƚĄƌŝŽ͕ĐŽŵŽŝŶƐƚąŶĐŝĂƉƌŽĚƵƚŽƌĂĚĞƐĞŶƟĚŽ͕ƋƵĞŽƐďĞŶƐĚĞ ĐŽŶƐƵŵŽŐĂŶŚĂŵƐƵĂƐŝĚĞŶƟĚĂĚĞƐĞ͕ĐŽŵĞůĂƐ͕ƵŵĂĞdžŝƐƚġŶĐŝĂĐŽŶĐƌĞƚĂŶŽŵƵŶĚŽ͘ ,Ą͕ƉŽƌƚĂŶƚŽ͕ƵŵǀşŶĐƵůŽĐŽŶƐƚĂŶƚĞĞƌĞĐşƉƌŽĐŽĞŶƚƌĞŶĂƌƌĂƟǀĂƉƵďůŝĐŝƚĄƌŝĂĞĐŽŶƐƵŵŽ͗ŽƐŝŐŶŝĮĐĂĚŽ ƋƵĞŽĐŽŶƐƵŵŽĂĚƋƵŝƌĞŶĂǀŝĚĂƐŽĐŝĂůƉĂƐƐĂƉĞůŽƐƐŝŐŶŝĮĐĂĚŽƐĂĞůĞĂƚƌŝďƵşĚŽƐƉĞůĂƉƵďůŝĐŝĚĂĚĞ͘ ĞƐƐĞŵŽĚŽ͕ŽĨĞŶƀŵĞŶŽĚŽĐŽŶƐƵŵŽĞŶĐŽŶƚƌĂŶĂŶĂƌƌĂƟǀĂƉƵďůŝĐŝƚĄƌŝĂƐƵĂŵĂŶĞŝƌĂƉƌŝǀŝůĞŐŝĂĚĂ ĚĞĞdžƉƌĞƐƐĆŽ;ZK,ĂƉƵĚ'^d>K͕ϮϬϭϯͿĞ͕ĂƚƌĂǀĠƐĚĞƐƚĞŝĚŝŽŵĂ͕ĞƐƚĂďĞůĞĐĞĚŝĄůŽŐŽƐĐŽŵŽƐ ĚŝǀĞƌƐŽƐƐĞŐŵĞŶƚŽƐĚĂƐŽĐŝĞĚĂĚĞ͘ ŽŶĨŽƌŵĞŽƐŶƷŵĞƌŽƐĚŽƌĞůĂƚſƌŝŽĚĞŵŽŶŝƚŽƌĂŵĞŶƚŽĚĞƉƵďůŝĐŝĚĂĚĞŝŶĨĂŶƟů͕ƌĞĂůŝnjĂĚŽƉĞůŽKďƐĞƌͲ ǀĂƚſƌŝŽĚĂDşĚŝĂZĞŐŝŽŶĂůĞƉĞůĂhŶŝǀĞƌƐŝĚĂĚĞ&ĞĚĞƌĂůĚŽƐƉşƌŝƚŽ^ĂŶƚŽĞŵƉĂƌĐĞƌŝĂĐŽŵŽ/ŶƐƟƚƵƚŽ ůĂŶĂ͕ŽĚŝĄůŽŐŽĐŽŵŽƐĞŐŵĞŶƚŽƐŽĐŝĂů͞ŝŶĨąŶĐŝĂ͟ĞƐƚĄĞŵĂƐĐĞŶƐĆŽ͘KƐĞƐĨŽƌĕŽƐĚĞŵŽŶŝƚŽƌĂŵĞŶƚŽ ĚĂ ƉĞƐƋƵŝƐĂ Ğŵ ƋƵĞƐƚĆŽ ƐĞ ĐŽŶĐĞŶƚƌĂƌĂŵ Ğŵ ƉĞƌşŽĚŽƐ ƋƵĞ ĂŶƚĞĐĞĚĞƌĂŵ ĚĂƚĂƐ ĐŽŵĞŵŽƌĂƟǀĂƐ͕ ƌĞůĞǀĂŶƚĞƐƉĂƌĂŽĐŽŵĠƌĐŝŽŶĂĐŝŽŶĂů͕ĐŽŵŽŽŝĂĚĂƐƌŝĂŶĕĂƐĞŽEĂƚĂů͘ƵƌĂŶƚĞŽĂŶŽĚĞϮϬϭϭ͕Ă ŽďƐĞƌǀĂĕĆŽĚĞϭϱĐĂŶĂŝƐĚĞƚĞǀġĂďĞƌƚĂĞƉŽƌĂƐƐŝŶĂƚƵƌĂƋƵĞƐĞĞƐƚĞŶĚĞƵƉĞůŽƉĞƌşŽĚŽĚĞϭϱĚŝĂƐ ĂŶƚĞĐĞĚĞŶƚĞƐĂŽEĂƚĂů͕ĐŽŵĐĂƉƚĂĕĆŽĚĞϭϱŚŽƌĂƐĚŝĄƌŝĂƐĚĞƉƌŽŐƌĂŵĂĕĆŽ͕ƌĞƐƵůƚŽƵĞŵƵŵŵŽŶͲ ƚĂŶƚĞĚĞϴϭŵŝůŵĞŶƐĂŐĞŶƐƉƵďůŝĐŝƚĄƌŝĂƐƌĞŐŝƐƚƌĂĚĂƐ”5”͘ĂĚŽƐŵĂŝƐĚĞƚĂůŚĂĚŽƐƐŽďƌĞĂĚŝƐƚƌŝďƵŝĕĆŽ ĚĞƚĂŝƐŝŶƐĞƌĕƁĞƐĞŶƚƌĞĂƐĞŵŝƐƐŽƌĂƐƉŽĚĞŵƐĞƌŽďƐĞƌǀĂĚŽƐŶĂ&ŝŐƵƌĂϭ͕ĞƌĞǀĞůĂŵĂŝŵƉŽƌƚąŶĐŝĂ ƋƵĞǀĞŵƐĞŶĚŽĐŽŶĨĞƌŝĚĂĂĞƐƚĂƉĂƌĐĞůĂĚĂƐŽĐŝĞĚĂĚĞŶŽƋƵĞĚŝnjƌĞƐƉĞŝƚŽĂƐƵĂƌĞƉƌĞƐĞŶƚĂƟǀŝĚĂĚĞ ĞĐŽŶƀŵŝĐĂ͘ brenda lyra Guedes e Rogério Covaleski 159 08 Publicidade e infância: traços de uma cultura infantil do consumo Alessandra Alcântara Brenda Guedes culturas infantis do consumo práticas e experiências contemporâneas &ŝŐƵƌĂϭ͗/ŶĨŽŐƌĄĮĐŽĐŽŵƉĂƌĂƟǀŽĞŶƚƌĞĂƉŽƌĐĞŶƚĂŐĞŵĚĞƉƵďůŝĐŝĚĂĚĞƉĂƌĂĐƌŝĂŶĕĂƐǀĞŝĐƵůĂĚĂŶŽƐĐĂŶĂŝƐĚĞƚĞǀġĂͿ ĂďĞƌƚĂĞďͿƉŽƌĂƐƐŝŶĂƚƵƌĂ͕ŶŽƐƉĞƌşŽĚŽƐĚŽŝĂĚĂƌŝĂŶĕĂͬϮϬϭϭĞŶŽEĂƚĂůͬϮϬϭϭ͘ sĂůĞĂƋƵŝŽĚĞƐƚĂƋƵĞƉĂƌĂĂŝŶĨŽƌŵĂĕĆŽĐŽŵƉůĞŵĞŶƚĂƌĚĞƋƵĞŶŽƌĂŶŬŝŶŐĚĂƐĚĞnjŵĂŝŽƌĞƐŵĠĚŝĂƐ ĚĞ ĂƵĚŝġŶĐŝĂ Ğŵ ϮϬϭϮ ;ĂƉĞŶĂƐ ĞŶƚƌĞ ĐĂŶĂŝƐ ƉĂŐŽƐͿ ƋƵĂƚƌŽ ƐĆŽ ŝŶĨĂŶƚŽͲũƵǀĞŶŝƐ͕ ŝŶĐůƵŝŶĚŽ ŽƐ ƚƌġƐ ƉƌŝŵĞŝƌŽƐĐŽůŽĐĂĚŽƐ͕ĂƐĂďĞƌ͕ŝƐĐŽǀĞƌLJ<ŝĚƐ͕ĂƌƚŽŽŶEĞƚǁŽƌŬĞŝƐŶĞLJŚĂŶŶĞů͕ĞƐƚĂŶĚŽĂŝŶĚĂŽ EŝĐŬĞůŽĚĞŽŶŶĂŽŝƚĂǀĂƉŽƐŝĕĆŽ”6”͘ůĠŵĚŝƐƐŽ͕ĠĐƌĞƐĐĞŶƚĞŽŶƷŵĞƌŽĚĞĂƐƐŝŶĂŶƚĞƐ”7”ĚĞƐƚĞƐǀĞşĐƵůŽƐ ƐĞŐŵĞŶƚĂĚŽƐĚĞŵĂƐƐĂ͕ĞŵǀŝƌƚƵĚĞĚĞƵŵĂŵƵĚĂŶĕĂŶŽƐƚĂƚƵƐĚŽĐŽŶƐƵŵŝĚŽƌĚĞƐƐĞƟƉŽĚĞƐĞƌǀŝĕŽ ʹĂĞƐƚƌƵƚƵƌĂĨĂŵŝůŝĂƌĚĂĂƐĐĞŶĚĞŶƚĞĐůĂƐƐĞ͕ƉŽƌĞdžĞŵƉůŽ͕ŐĞƌĂůŵĞŶƚĞƉƌĞǀġƵŵĂŵĠĚŝĂŵĂŝŽƌĚĞ ĐƌŝĂŶĕĂƐŶĂƐĨĂŵşůŝĂƐ͘ ^ĞŐƵŶĚŽŽŽŬ;ϮϬϬϰͿ͕ŽŵĞƌĐĂĚŽŝŶĨĂŶƟůƐĞĚŝĨĞƌĞŶĐŝĂĚŽƐĚĞŵĂŝƐƉŽƌƐĞƌĂŝŶĨąŶĐŝĂƵŵůƵŐĂƌĚĞ ŐĞƌĂĕĆŽĞƉƌŽĚƵĕĆŽĐŽŵŽŶĞŶŚƵŵŽƵƚƌŽ;Ɖ͘ϮͿ͘ŶĂƉĞƌƐƉĞĐƟǀĂĚĞƵĐŬŝŶŐŚĂŵ;ϮϬϬϳͿ͕ĂƐĐƌŝĂŶĕĂƐ sumário brenda lyra Guedes e Rogério Covaleski 160 08 Alessandra Alcântara Brenda Guedes culturas infantis do consumo práticas e experiências contemporâneas sumário Publicidade e infância: traços de uma cultura infantil do consumo ƐĆŽĐŽŶƐŝĚĞƌĂĚĂƐƉŽƌŵƵŝƚŽƐĚŽƐƋƵĞĞƐƚĆŽŶĂŝŶĚƷƐƚƌŝĂŵŝĚŝĄƟĐĂĐŽŵŽĂ͞ǀĂŶŐƵĂƌĚĂĚĂŵƵĚĂŶĕĂ͕͟ ƐĞŶĚŽƉŽƐŝĐŝŽŶĂĚĂƐĚĞƐƐĞŵŽĚŽƉĞůĂƐŽƉĞƌĂĕƁĞƐĚŽŵĞƌĐĂĚŽ;Ɖ͘ϭϯϲͿ͘EĞƐƐĞƐĞŶƟĚŽ͕ƉĂƌƟŶĚŽĚŽ ƉƌĞƐƐƵƉŽƐƚŽĚĞƋƵĞĞŵĐĂĚĂĂŶƷŶĐŝŽŚĄƵŵĂĞƐƉĠĐŝĞĚĞŵŽƐĂŝĐŽĚĞƵŵĂǀŝƐĆŽĚĞŵƵŶĚŽ͕ŝŶƚĞƌĞƐƐĂ ĂĞƐƚĞĞƐƚĄŐŝŽĚĂƉĞƐƋƵŝƐĂƉĞƌĐĞďĞƌĂůŐƵŵĂƐĐĂƌĂĐƚĞƌşƐƟĐĂƐĚŽĚŝĄůŽŐŽƋƵĞĂƉƵďůŝĐŝĚĂĚĞĞƐƚĂďĞůĞĐĞ ĐŽŵĂŝŶĨąŶĐŝĂŶŽƐĚŝĂƐĂƚƵĂŝƐ͘ ƉƌſƉƌŝĂŶŽĕĆŽĚŽƚĞƌŵŽ͞ƉƵďůŝĐŝĚĂĚĞŝŶĨĂŶƟů͟ƐĞƚŽƌŶĂ͕ŵƵŝƚĂƐǀĞnjĞƐ͕͞ĞŵďĂĕĂĚĂ͟ĞŵǀŝƌƚƵĚĞĚĂ ŵƵůƟƉůŝĐŝĚĂĚĞĚĞĨĂƚŽƌĞƐƚĞĐŶŽůſŐŝĐŽƐ͕ĐŽŵĞƌĐŝĂŝƐĞƉĞĚĂŐſŐŝĐŽƐƋƵĞĂƉĞƌƉĂƐƐĂŵ͘dĂŶƚŽĠĂƐƐŝŵ͕ ƋƵĞĞŵϮϬϬϴĂŽŵŝƐƐĆŽĚĞĞĨĞƐĂĚŽŽŶƐƵŵŝĚŽƌĚĂąŵĂƌĂĚŽƐĞƉƵƚĂĚŽƐĂƉƌŽǀŽƵƵŵWƌŽũĞƚŽ ĚĞ>Ğŝ^ƵďƐƟƚƵƟǀŽ”8”ĂŽW>ŶǑϱ͘ϵϮϭͬϮϬϬϭ”9”͕ŶŽƋƵĂů;ĚĞŶƚƌĞŽƵƚƌĂƐŵƵĚĂŶĕĂƐͿƉƌŽĐƵƌŽƵͲƐĞƌĞĚĞĮŶŝƌ ŽƐĐŽŶĐĞŝƚŽƐĚĞƉƵďůŝĐŝĚĂĚĞĞĐŽŵƵŶŝĐĂĕĆŽŵĞƌĐĂĚŽůſŐŝĐĂǀŽůƚĂĚŽƐƉĂƌĂŽƉƷďůŝĐŽŝŶĨĂŶƟů͕ĐŽŶƐŝĚĞͲ ƌĂŶĚŽŽƐƐĞŐƵŝŶƚĞƐĂƐƉĞĐƚŽƐ͗ /ʹůŝŶŐƵĂŐĞŵŝŶĨĂŶƟů͕ĞĨĞŝƚŽƐĞƐƉĞĐŝĂŝƐĞĞdžĐĞƐƐŽĚĞĐŽƌĞƐ͖//ʹƚƌŝůŚĂƐƐŽŶŽƌĂƐĚĞŵƷƐŝĐĂƐŝŶĨĂŶƟƐ ŽƵĐĂŶƚĂĚĂƐƉŽƌǀŽnjĞƐĚĞĐƌŝĂŶĕĂ͖///ʹƌĞƉƌĞƐĞŶƚĂĕĆŽĚĞĐƌŝĂŶĕĂ͖/sʹƉĞƐƐŽĂƐŽƵĐĞůĞďƌŝĚĂĚĞƐ ĐŽŵĂƉĞůŽĂŽƉƷďůŝĐŽŝŶĨĂŶƟů͖sʹƉĞƌƐŽŶĂŐĞŶƐŽƵĂƉƌĞƐĞŶƚĂĚŽƌĞƐŝŶĨĂŶƟƐ͖s/ʹĚĞƐĞŶŚŽĂŶŝŵĂͲ ĚŽŽƵĚĞĂŶŝŵĂĕĆŽ͖s//ʹďŽŶĞĐŽƐŽƵƐŝŵŝůĂƌĞƐ͖s///ʹƉƌŽŵŽĕĆŽĐŽŵĚŝƐƚƌŝďƵŝĕĆŽĚĞƉƌġŵŝŽƐŽƵ ĚĞďƌŝŶĚĞƐĐŽůĞĐŝŽŶĄǀĞŝƐŽƵĐŽŵĂƉĞůŽƐĂŽƉƷďůŝĐŽŝŶĨĂŶƟů͖yʹƉƌŽŵŽĕĆŽĐŽŵĐŽŵƉĞƟĕƁĞƐŽƵ ũŽŐŽƐĐŽŵĂƉĞůŽĂŽƉƷďůŝĐŽŝŶĨĂŶƟů͘”10” ^ĂďĞͲƐĞ ƋƵĞ ƉĂƌĂ ĂůĠŵ ĚĞ Ƶŵ ĞŶƋƵĂĚƌĞ ŵĞƌĐĂĚŽůſŐŝĐŽ͕ Ă ƉƵďůŝĐŝĚĂĚĞ ĂďĂƌĐĂ ƌĞƉƌĞƐĞŶƚĂĕƁĞƐ Ğ ĐŽŵƉƌĞĞŶƐƁĞƐƐŽďƌĞĂůſŐŝĐĂƐŝŵďſůŝĐĂĚĂƐŽĐŝĞĚĂĚĞŶĂƋƵĂůĞƉĂƌĂĂƋƵĂůĠĐŽŶĐĞďŝĚĂ;'^d>K͕ ϮϬϭϯͿ͘ĞƐƐĞŵŽĚŽ͕͞ƉƌŽĚƵnjŝĚĂƐĐŽŵŽƉĂƌƚĞŝŶƚĞŐƌĂŶƚĞĚŽƐŝƐƚĞŵĂĐĂƉŝƚĂůŝƐƚĂ͕ĠŝŶĞǀŝƚĄǀĞůƋƵĞĂƐ ŶĂƌƌĂƟǀĂƐĂƉƌĞƐĞŶƚĂĚĂƐŶŽƐĂŶƷŶĐŝŽƐƌĞŇŝƚĂŵĂůſŐŝĐĂŝŶĞƌĞŶƚĞĂĞƐƐĞƐŝƐƚĞŵĂ͘;͘͘͘ͿĞƐƐĂĚƵƉůĂŶĂƚƵͲ brenda lyra Guedes e Rogério Covaleski 161 08 Publicidade e infância: traços de uma cultura infantil do consumo ƌĞnjĂʹĞĐŽŶƀŵŝĐŽͬƐŝŵďſůŝĐĂʹƉĞƌƉĂƐƐĂŽĐĂŵƉŽĚĂƉƌŽĚƵĕĆŽƉƵďůŝĐŝƚĄƌŝĂ͟;'^d>K͕ϮϬϭϯ͕Ɖ͘ϳϮͿ ĞƐĞƌĞǀĞůĂ͕ŝŶĐůƵƐŝǀĞ͕ŶŽƐĨŽƌŵĂƚŽƐĞĐŽŶƚĞƷĚŽƐĚŝƐƉŽŶŝďŝůŝnjĂĚŽƐƉĂƌĂĂƐĐƌŝĂŶĕĂƐ͘ Alessandra Alcântara Brenda Guedes culturas infantis do consumo práticas e experiências contemporâneas sumário /ŶƐƉŝƌĂĚŽƐ͕ƉŽƌƚĂŶƚŽ͕ĞŵƵŵĐŽŶƐƚĂŶƚĞƌĞƉĞŶƐĂƌĚĂƌĞůĂĕĆŽƋƵĞƐĞĚĄĞŶƚƌĞĂƉƵďůŝĐŝĚĂĚĞĞĂŝŶĨąŶͲ ĐŝĂĨĂnjͲƐĞ͕ĂƐĞŐƵŝƌĞĚĞĨŽƌŵĂŶĆŽĞdžĂƵƐƟǀĂ͕ĂƉƌŽƉŽƐŝĕĆŽĚĞĐĂƚĞŐŽƌŝĂƐĂŶĂůşƟĐĂƐƐŽďƌĞĂůŐƵŵĂƐ ƉŽƐƐŝďŝůŝĚĂĚĞƐĚĞǀşŶĐƵůŽƋƵĞƐĞĞƐƚĂďĞůĞĐĞŵĞŶƚƌĞĞƐƐĂƐĚƵĂƐŝŶƐƚąŶĐŝĂƐ͘KŝŶƚƵŝƚŽĠĞƐĐůĂƌĞĐĞƌĞ ĞǀŝĚĞŶĐŝĂƌĚŝĨĞƌĞŶƚĞƐĨĂĐĞƚĂƐĚĞƵŵĂĐƵůƚƵƌĂŝŶĨĂŶƟůĚŽĐŽŶƐƵŵŽ͕ăŵĞĚŝĚĂĞŵƋƵĞƐĞƉƌŽƉŽƌĐŝŽŶĂ ƵŵĂĞƐƉĠĐŝĞĚĞƉĂƌąŵĞƚƌŽƉĂƌĂĂŽďƐĞƌǀĂĕĆŽĚĂƐŶĂƌƌĂƟǀĂƐĐŽŶƟĚĂƐŶĂƐƉĞĕĂƐĚĞĐŽŵƵŶŝĐĂĕĆŽ͕ ĞƐĞĂŵƉůŝĂĂĐŽŵƉƌĞĞŶƐĆŽƐŽďƌĞĂnjŽŶĂƋƵĞŝŶƚĞƌƐĞĐĐŝŽŶĂŽƐĐĂŵƉŽƐ͞ƉƵďůŝĐŝĚĂĚĞ͟Ğ͞ŝŶĨąŶĐŝĂ͘͟ ϭ͘ϭ͘ϭWƵďůŝĐŝĚĂĚĞĚĞWƌŽĚƵƚŽƐ/ŶĨĂŶƚŝƐ;WW/Ϳ ƉƌŝŵĞŝƌĂĐĂƚĞŐŽƌŝĂĂƐĞƌŵĞŶĐŝŽŶĂĚĂĠĂƋƵĞĂƋƵŝƐĞŝŶƟƚƵůĂWƵďůŝĐŝĚĂĚĞĚĞWƌŽĚƵƚŽƐ/ŶĨĂŶƟƐ;WW/Ϳ͘ ƚƌĂǀĠƐĚĞƐƐĞƟƉŽĚĞĞƐƚƌĂƚĠŐŝĂĐŽŵƵŶŝĐĂĐŝŽŶĂůƐĞǀĞŝĐƵůĂŝŶĨŽƌŵĂĕĆŽăŵĞĚŝĚĂƋƵĞƐĞƉĞƌƐƵĂĚĞ ƐŽďƌĞƵŵƉƌŽĚƵƚŽŽƵƐĞƌǀŝĕŽĐƵũĂĞdžƉĞƌŝġŶĐŝĂĚĞƵƐŽĠƉƌŝŽƌŝƚĂƌŝĂŵĞŶƚĞŝŶĨĂŶƟů͘”11” EĞƐƐĞƐƚĞƌŵŽƐ͕ƐĞƌŝĂŵĞdžĞŵƉůŽƐŝůƵƐƚƌĂƟǀŽƐĚĞƐƐĂĐĂƚĞŐŽƌŝĂƚĂŶƚŽŽƐĂŶƷŶĐŝŽƐĚĂƐŵĂƐƐŝŶŚĂƐĚĞ ŵŽĚĞůĂƌWůĂLJŽŚ;&ŝŐƵƌĂϮͿ͕ƋƵĂŶƚŽĂƐƉĞĕĂƐƉƵďůŝĐŝƚĄƌŝĂƐĚĂĨƌĂůĚĂWŽŵWŽŵ;&ŝŐƵƌĂϯͿ͕ŽƵĚŽƐ ƉƌŽĚƵƚŽƐĚĞŚŝŐŝĞŶĞŝŶĨĂŶƟůĚĂ:ŽŶŚƐŽŶΘ:ŽŶŚƐŽŶ;&ŝŐƵƌĂϰͿ͘ brenda lyra Guedes e Rogério Covaleski 162 08 Alessandra Alcântara Brenda Guedes culturas infantis do consumo Publicidade e infância: traços de uma cultura infantil do consumo &ŝŐƵƌĂϮ͗^ĞƋƵġŶĐŝĂĚĞĮůŵĞƉƵďůŝĐŝƚĄƌŝŽĚĞďƌŝŶƋƵĞĚŽĚĂ Play Doh͘ &ŝŐƵƌĂϯ͗^ĞƋƵġŶĐŝĂĚĞĮůŵĞƉƵďůŝĐŝƚĄƌŝŽĚĂƐ&ƌĂůĚĂƐWŽŵWŽŵ͘ práticas e experiências contemporâneas &ŝŐƵƌĂϰ͗^ĞƋƵġŶĐŝĂĚĞĮůŵĞƉƵďůŝĐŝƚĄƌŝŽĚĂJohnson & Johnson͘ sumário brenda lyra Guedes e Rogério Covaleski 163 08 Publicidade e infância: traços de uma cultura infantil do consumo ϭ͘ϭ͘ϮWƵďůŝĐŝĚĂĚĞĚĞWƌŽĚƵƚŽƐĚƵůƚŽƐ;WWͿ Alessandra Alcântara Brenda Guedes culturas infantis do consumo práticas e experiências contemporâneas sumário EŽĞŶƚĂŶƚŽ͕ŶĞŵƐſĚĂƉƵďůŝĐŝĚĂĚĞĚĞƉƌŽĚƵƚŽƐͬƐĞƌǀŝĕŽƐŝŶĨĂŶƟƐƐŽďƌĞǀŝǀĞĂƌĞĂůŝĚĂĚĞĚĂƉƵďůŝĐŝͲ ĚĂĚĞƋƵĞĚŝĂůŽŐĂĐŽŵĂŝŶĨąŶĐŝĂ͘dĂƐĐŚŶĞƌ;ϮϬϭϭͿƌĞůĞŵďƌĂƋƵĞ͕ƐĞŶĂĨĂƐĞĚĂƉƌŽĚƵĕĆŽĞŵŵĂƐƐĂ ĂƉƵďůŝĐŝĚĂĚĞĞŽŵĂƌŬĞƟŶŐƐĞĚĞƐĞŶǀŽůǀĞƌĂŵƚĞŶĚŽŽƐĂĚƵůƚŽƐĐŽŵŽƉƷďůŝĐŽͲĂůǀŽĚĞƉƌŽĚƵƚŽƐŝŶͲ ĨĂŶƟƐ͕ŶŽŵŽŵĞŶƚŽƐĞŐƵŝŶƚĞĂƐŝƚƵĂĕĆŽƐĞŝŶǀĞƌƚĞƵ͗ŽĐŽŶƐƵŵŝĚŽƌŝŶĨĂŶƟůĐŽŵĞĕŽƵĂƐĞƌĂďŽƌĚĂĚŽ ĚĞĨŽƌŵĂŵĂŝƐĚŝƌĞƚĂ͕ŝŶĐůƵƐŝǀĞƉŽƌƉƌŽĚƵƚŽƐĚĞƐƟŶĂĚŽƐĂŽƉƷďůŝĐŽĂĚƵůƚŽ͘ hŵĚŝƐĐƵƌƐŽĚĞŽƵƚƌĂŽƌĚĞŵŐĂŶŚĂĞƐƉĂĕŽĞƐĞĐŽŶĐƌĞƟnjĂƉĞůĂĞdžŝƐƚġŶĐŝĂĚĞĂŶƷŶĐŝŽƐĚĞƉƌŽĚƵƚŽƐͬ ƐĞƌǀŝĕŽƐĐƵũŽƉƷďůŝĐŽͲĂůǀŽŽĮĐŝĂůĠŽĂĚƵůƚŽ͕ŵĂƐƋƵĞƉŽƐƐƵĞŵĞůĞŵĞŶƚŽƐĨĂĐŝůŵĞŶƚĞǀŝŶĐƵůĂĚŽƐĂŽ ƵŶŝǀĞƌƐŽŝŶĨĂŶƟů͘ƐƐŝŵ͕ĂƐĞŐƵŶĚĂĐĂƚĞŐŽƌŝĂĂƋƵŝƉƌŽƉŽƐƚĂ͕WƵďůŝĐŝĚĂĚĞĚĞWƌŽĚƵƚŽƐĚƵůƚŽƐ;WWͿ͕ ƉƌĞǀġĞƐƐĞŵĞƐŵŽƉŽŶƚŽĚĞƉĂƌƟĚĂƉĂƌĂĚƵĂƐŽďƐĞƌǀĂĕƁĞƐĚŝƐƟŶƚĂƐĚĞƐĐƌŝƚĂƐĂƐĞŐƵŝƌ͘ ǀĞƌƚĞŶƚĞ͟͞ĞŶŐůŽďĂŽƐĂŶƷŶĐŝŽƐĚĞƉƌŽĚƵƚŽƐĚĞƵƐŽƉƌŝŽƌŝƚĂƌŝĂŵĞŶƚĞĂĚƵůƚŽƋƵĞƌĞĐŽƌƌĞŵĂƵŵ ĚŝƐĐƵƌƐŽƐĞŶƐŝďŝůŝnjĂĚŽƌ͕ůƷĚŝĐŽĞͬŽƵŶŽƐƚĄůŐŝĐŽ͕ƋƵĞƌĞŵĞƚĞăƐĂƟǀŝĚĂĚĞƐĞĐŝƌĐƵŶƐƚąŶĐŝĂƐƐŽĐŝĂůŵĞŶͲ ƚĞƌĞĐŽŶŚĞĐŝĚĂƐĐŽŵŽƉĞƌƚĞŶĐĞŶƚĞƐĂŽƵŶŝǀĞƌƐŽŝŶĨĂŶƟů͘ĞƐƐĂĨŽƌŵĂ͕ƐĞũĂƐŽďĂŚĞƌĂŶĕĂƌŽŵąŶƟĐĂ ĚĞƵŵĂŝŶĨąŶĐŝĂ͞ŶĂƚƵƌĂůŵĞŶƚĞ͟ƉƵƌĂĞŝŶŽĐĞŶƚĞ͕ƋƵĞĞŵŝƚĞƐĞƵƐĞŶƵŶĐŝĂĚŽƐƐĞŵĨĂůƐŝĚĂĚĞĞĚĞƐͲ ƉĞƌƚĂŽŵĞůŚŽƌĚŽƐƋƵĞĂƌŽĚĞŝĂŵ͖ŽƵƉĞůĂſƟĐĂĚĂƐŚĂďŝůŝĚĂĚĞƐŶŽƵƐŽĚĂƐƚĞĐŶŽůŽŐŝĂƐĞŝŶƚƌĞƉŝĚĞnj ŶŽƉƌŽŶƵŶĐŝĂŵĞŶƚŽĚĞĚŝƐĐƵƌƐŽƐĞŶĂƚŽŵĂĚĂĚĞĂƟƚƵĚĞƐ͕ĂŝŵĂŐĞŵĚĞĐƌŝĂŶĕĂƐďĞŵĐŽŵŽŽƵƚƌŽƐ ĞůĞŵĞŶƚŽƐůƷĚŝĐŽƐĐŽƐƚƵŵĂŵƐĞƌ͕ĂƋƵŝ͕ƵƟůŝnjĂĚŽƐĐŽŵŽƵŵĂĞƐƉĠĐŝĞĚĞ͞ĞƐƚƌĂƚĠŐŝĂĐŽƌŝŶŐĂ͟ƋƵĞ ƉƌŽƉŝĐŝĂĞŵƉĂƟĂũƵŶƚŽĂŽƉƷďůŝĐŽ;&ŝŐƵƌĂƐϱĞϲͿ͘ĂĞƐƐĂǀĞƌƚĞŶƚĞƐĞĚĄŽơƚƵůŽĚĞPublicidade com ƌĞĨĞƌġŶĐŝĂăƐdžƉĞƌŝġŶĐŝĂƐ/ŶĨĂŶƟƐ;W/Ϳ͘ brenda lyra Guedes e Rogério Covaleski 164 08 Publicidade e infância: traços de uma cultura infantil do consumo Alessandra Alcântara Brenda Guedes culturas infantis do consumo práticas e experiências contemporâneas &ŝŐƵƌĂϱ͗ŶƷŶĐŝŽƐʹHarley Davidson͘ &ŝŐƵƌĂϲ͗ŶƷŶĐŝŽƐʹĂŶĐŽ/ƚĂƷ͘ ǀĞƌƚĞŶƚĞ͕͟͞ĐŽŶƚƵĚŽ͕ƉŽƐƐƵŝƵŵĂƐƉĞĐƚŽƚġŶƵĞƋƵĞĂĚŝƐƟŶŐƵĞĚĂĂŶƚĞƌŝŽƌ͕ĞĞƐƚĞƐĞƉĂƵƚĂŶŽƐ ĐĂŶĂŝƐĞůŽĐĂŝƐĚĞĚŝǀƵůŐĂĕĆŽƐĞůĞĐŝŽŶĂĚŽƐƉĂƌĂĂĞƐƚƌĂƚĠŐŝĂĚĞƉƌŽŵŽĕĆŽĚŽƉƌŽĚƵƚŽͬƐĞƌǀŝĕŽ͕ƋƵĞ ĞǀŝĚĞŶĐŝĂŵ ;ŽƵ ŶĆŽͿ Ă ŝŶƚĞŶĕĆŽ Ğŵ ĞƐƚĂďĞůĞĐĞƌ Ƶŵ ĚŝĄůŽŐŽ ĚŝƌĞƚŽ ĐŽŵ Ž ƉƷďůŝĐŽ ŝŶĨĂŶƟů͘ >ŽŐŽ͕ sumário brenda lyra Guedes e Rogério Covaleski 165 08 Alessandra Alcântara Brenda Guedes culturas infantis do consumo práticas e experiências contemporâneas sumário Publicidade e infância: traços de uma cultura infantil do consumo ă ƉƵďůŝĐŝĚĂĚĞ ĚĞ ƉƌŽĚƵƚŽƐ ĂĚƵůƚŽƐ ƋƵĞ Ġ ǀĞŝĐƵůĂĚĂ Ğŵ ͞ĐĂŶĂŝƐ͟ ƐŽĐŝĂůŵĞŶƚĞ ƌĞĐŽŶŚĞĐŝĚŽƐ ĐŽŵŽ ĚĞƐĞŶǀŽůǀŝĚŽƐƉĂƌĂĐƌŝĂŶĕĂƐ͕ĞĐƵũĂƉƌŽŐƌĂŵĂĕĆŽĠĐŽŶƐƵŵŝĚĂƉŽƌĞƐƚĞƉƷďůŝĐŽ͕ĚĄͲƐĞŽơƚƵůŽĚĞ WƵďůŝĐŝĚĂĚĞĐŽŵƉĞůŽ/ŶĨĂŶƟů;W/Ϳ͘VideŽƐĮůŵĞƐĚŽĚĞƚĞƌŐĞŶƚĞDƌ͘DƷƐĐƵůŽ;&ŝŐƵƌĂϳͿŽƵĚĂƐ ǀĞůĂƐĂƌŽŵĂƟnjĂĚĂƐŽŵƌAir Wick ;&ŝŐƵƌĂϴͿ͕ĞƐƚĞƷůƟŵŽǀĞŝĐƵůĂĚŽĞŵĐĂŶĂŝƐĐŽŵŽŽDiscovery KidsĞŽDisney Channel͘ &ŝŐƵƌĂϳ͗^ĞƋƵġŶĐŝĂĚĞĮůŵĞƉƵďůŝĐŝƚĄƌŝŽĚŽĚĞƚĞƌŐĞŶƚĞDƌ͘DƷƐĐƵůŽ͘ &ŝŐƵƌĂϴ͗^ĞƋƵġŶĐŝĂĚĞĮůŵĞƉƵďůŝĐŝƚĄƌŝŽĚĂƐǀĞůĂƐĂƌŽŵĂƟnjĂĚĂƐŽŵƌʹAir Wick͘ brenda lyra Guedes e Rogério Covaleski 166 08 Publicidade e infância: traços de uma cultura infantil do consumo ϭ͘ϭ͘ϯWƵďůŝĐŝĚĂĚĞĚĞWƌŽĚƵƚŽƐsŝƚĂůşĐŝŽƐ;WWsͿ Alessandra Alcântara Brenda Guedes culturas infantis do consumo práticas e experiências contemporâneas sumário ZĞŐŝƐƚƌĂͲƐĞĂŝŶĚĂƋƵĞĚĞƚĞƌŵŝŶĂĚŽƐƉƌŽĚƵƚŽƐĞƐĞƌǀŝĕŽƐƌĞŵĞƚĞŵĂĞdžƉĞƌŝġŶĐŝĂƐĚĞƵƐŽƋƵĞƐĆŽ ƉĞƌĐĞďŝĚĂƐ͕ƐŽĐŝĂůŵĞŶƚĞ͕ĐŽŵŽĂůŐŽůĞŐşƟŵŽĚĞƐĞƌƌĞĂůŝnjĂĚŽƚĂŶƚŽƉŽƌĐƌŝĂŶĕĂƐĐŽŵŽƉŽƌĂĚƵůƚŽƐ͘ ƐƚĞĠŽĐĂƐŽĚĞďĞďŝĚĂƐŶĆŽĂůĐſŽůŝĐĂƐĞĂůŝŵĞŶƚŽƐʹŝƚĞŶƐĐƵũŽĐŽŶƐƵŵŽĠŶĞĐĞƐƐĄƌŝŽŶĂƐĚŝǀĞƌƐĂƐ ĨĂƐĞƐĚĂǀŝĚĂ”12”͖ĞĚĞŝŶĨŽƌŵĂĕƁĞƐĞĚƵĐĂƟǀĂƐƷƚĞŝƐĂŽƐĚŝǀĞƌƐŽƐƉƷďůŝĐŽƐ͘ĐŽŵƵŶŝĐĂĕĆŽƋƵĞƐĞĚĞͲ ƐĞŶǀŽůǀĞĂƉĂƌƟƌĚĂş͕ƉŽĚĞĚŝĂůŽŐĂƌĐŽŵĂƐĐƌŝĂŶĕĂƐĚĞŵŽĚŽƐĞŵĞůŚĂŶƚĞĂŽĚĞƐĐƌŝƚŽŶĂĐĂƚĞŐŽƌŝĂ ĂŶƚĞƌŝŽƌ͘KƵƐĞũĂ͕ƉĂƌĂĂWƵďůŝĐŝĚĂĚĞĚĞWƌŽĚƵƚŽƐsŝƚĂůşĐŝŽƐ;WWsͿʹŝůƵƐƚƌĂĚĂƉŽƌŵĞŝŽĚĂƐĮŐƵƌĂƐ ϵ͕ϭϬĞϭϭʹƚĂŵďĠŵƉŽĚĞŚĂǀĞƌƵŵĂǀĞƌƚĞŶƚĞ͕͟͞ĚĞPublicidade com referência às Experiências /ŶĨĂŶƟƐ;W/Ϳ͖ĞƵŵĂǀĞƌƚĞŶƚĞ͕͟͞ĚĞWƵďůŝĐŝĚĂĚĞĐŽŵƉĞůŽ/ŶĨĂŶƟů;W/Ϳ͘ &ŝŐƵƌĂϵ͗ŶƷŶĐŝŽƐʹ,ŽƌƟĨƌƵƫ͘ brenda lyra Guedes e Rogério Covaleski 167 08 Publicidade e infância: traços de uma cultura infantil do consumo Alessandra Alcântara Brenda Guedes culturas infantis do consumo &ŝŐƵƌĂϭϬ͗ŶƷŶĐŝŽƐĚĂĐĂŵƉĂŶŚĂ͞dumb ways to die͕͟ƐŽďƌĞƐĞŐƵƌĂŶĕĂ͕ƉƌŽŵŽǀŝĚĂƉĞůŽDĞƚƌƀĚĞ^LJĚŶĞLJ͕ŶĂƵƐƚƌĄůŝĂ͘ práticas e experiências contemporâneas &ŝŐƵƌĂϭϭ͗džĞŵƉůŽƐĚĞĐĂŵƉĂŶŚĂƐĚĞĐŽŵƵŶŝĐĂĕĆŽʹŽĐĂͲŽůĂ͘ sumário brenda lyra Guedes e Rogério Covaleski 168 08 Publicidade e infância: traços de uma cultura infantil do consumo ĞƐƚƌƵƚƵƌĂƋƵĞĂƋƵŝƐĞƉƌŽƉƀƐƉŽĚĞƐĞƌƐŝŶƚĞƟnjĂĚĂƉŽƌŵĞŝŽĚŽĞƐƋƵĞŵĂŝůƵƐƚƌĂĚŽŶĂĮŐƵƌĂϭϮ”13”͘ EŽĞŶƚĂŶƚŽ͕ĞƐƚĆŽůŽŶŐĞĚĞĞƐƚĂƌĂşƉƌĞǀŝƐƚĂƐƚŽĚĂƐĂƐƉŽƐƐŝďŝůŝĚĂĚĞƐĚĞŝŶƚĞƌĂĕĆŽĚŝƐĐƵƌƐŝǀĂĞŶƚƌĞŽ ŵĂƌŬĞƟŶŐĞĂƐĐƌŝĂŶĕĂƐ͘ Alessandra Alcântara Brenda Guedes culturas infantis do consumo práticas e experiências contemporâneas sumário &ŝŐƵƌĂϭϮ͗ƐƋƵĞŵĂŝůƵƐƚƌĂƟǀŽĚĂƐƌĞůĂĕƁĞƐĞŶƚƌĞWƵďůŝĐŝĚĂĚĞĞ/ŶĨąŶĐŝĂ͘ WƌĞƐƐƵƉƁĞͲƐĞ͕ĞŵƉĂƌĂůĞůŽ͕ĂŶĞĐĞƐƐŝĚĂĚĞĚĞĂƚĞŶĕĆŽăƐĚŝǀĞƌƐĂƐĞƐƚƌĂƚĠŐŝĂƐĚĞĐŽŵƵŶŝĐĂĕĆŽŵĞƌͲ ĐĂĚŽůſŐŝĐĂƋƵĞƐĞƵŶĞŵăƉƌĄƟĐĂƉƵďůŝĐŝƚĄƌŝĂ͕ŝŶĚĞƉĞŶĚĞŶƚĞŵĞŶƚĞĚŽŵĞŝŽŽƵƐƵƉŽƌƚĞƵƟůŝnjĂĚŽ͘ KƵ ƐĞũĂ͕ ŽƐ ƵƐŽƐ ĐŽŽƉĞƌĂĚŽƐ ĚĞ ƌĞĐƵƌƐŽƐ ĐŽŵŽ ĂĕƁĞƐ ƉƌŽŵŽĐŝŽŶĂŝƐ͖ ĞŵďĂůĂŐĞŶƐ͖ ĚŝƐƉŽƐŝĕĆŽ ĚĞ ƉƌŽĚƵƚŽƐŶŽƐƉŽŶƚŽƐĚĞǀĞŶĚĂ͖ůŝĐĞŶĐŝĂŵĞŶƚŽĚĞƉĞƌƐŽŶĂŐĞŶƐ͖ƉƌŽŵŽĕƁĞƐĚĞĞdžƉĞƌŝġŶĐŝĂƐĚĞĞŶͲ ƚƌĞƚĞŶŝŵĞŶƚŽĐŽŵĂƐŵĂƌĐĂƐĞŵĂŵďŝĞŶƚĞƐonlineĞŽŋŝŶĞ͕ĚĞŶƚƌĞŽƵƚƌŽƐ͘dƌĂƚĂͲƐĞĚĞƵŵĐŽŶƚĞdžƚŽ ƉĂƵƚĂĚŽŶĂŝĚĞŝĂĚĞƋƵĞĂĐŽŶƐƚƌƵĕĆŽĚĂƐŵĂƌĐĂƐƉĂǀŝŵĞŶƚĂŽĐĂŵŝŶŚŽƉĂƌĂĂƐǀĞŶĚĂƐ͘ brenda lyra Guedes e Rogério Covaleski 169 08 Alessandra Alcântara Brenda Guedes culturas infantis do consumo práticas e experiências contemporâneas Publicidade e infância: traços de uma cultura infantil do consumo ŽŵŽĞdžĞŵƉůŽĚĞƵŵĂƉĞƌƐƉĞĐƟǀĂƋƵĞƵŶĞĂƐĞƐƚƌĂƚĠŐŝĂƐĞƚĞŶĚġŶĐŝĂƐĚŝƐĐƵƌƐŝǀĂƐĂĐŝŵĂŵĞŶĐŝŽͲ ŶĂĚĂƐĐŝƚĂͲƐĞĂŝŶŝĐŝĂƟǀĂĚŽĂŶĐŽ^ĂŶƚĂŶĚĞƌƋƵĞ͕ĞŵƉĂƌĐĞƌŝĂĐŽŵŽĂƌƚŽŽŶEĞƚǁŽƌŬ͕ƉƌŽĚƵnjŝƵ ŶŽǀĞ͞ƉşůƵůĂƐ͟ĚĞbranded 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WĂƌĂZŽĐŚĂ;ϮϬϭϬͿ͕ĞƐƐĂĨŽŝƵŵĂŵƵĚĂŶĕĂĚĞƉŽƐŝĐŝŽŶĂŵĞŶƚŽƋƵĞĐŽŵƵŶŝĐŽƵĂŽĐŽŶƐƵŵŝĚŽƌƋƵĞ ŽůƵĐƌŽĚĂĐŽƌƉŽƌĂĕĆŽŶĆŽĠŝŶĐŽŵƉĂơǀĞůĐŽŵĂĨĞůŝĐŝĚĂĚĞ͘ƐƐŝŵ͕ĂĕƁĞƐĚĞƌĞƐƉŽŶƐĂďŝůŝĚĂĚĞƐŽͲ ĐŝĂůŵƵŝƚŽǀĂƌŝĂĚĂƐƉĂƐƐĂƌĂŵĂĨĂnjĞƌƉĂƌƚĞĚĂƐĞƐƚƌĂƚĠŐŝĂƐĚĞŵĂƌŬĞƟŶŐĚĂƐĞŵƉƌĞƐĂƐĞ͕ĂƚĠŚŽũĞ͕ ŐĂŶŚĂŵǀŝƐŝďŝůŝĚĂĚĞăŵĞĚŝĚĂƋƵĞĂŐƌĞŐĂŵǀĂůŽƌăƐŵĂƌĐĂƐ͘ Alessandra Alcântara Brenda Guedes culturas infantis do consumo ĂƵƚŽƌĂŵĞŶĐŝŽŶĂ͕ĂŝŶĚĂ͕ƋƵĞŶŽĮŶĂůĚŽƐĠĐƵůŽyyĂĐƵůƚƵƌĂĞŽůĂnjĞƌĨŽƌĂŵĐŽŶǀĞƌƟĚŽƐĞŵŝŶƐͲ ƚƌƵŵĞŶƚŽƐĨƵŶĚĂŵĞŶƚĂŝƐĚĞĂƵƚŽƉƌŽŵŽĕĆŽĚĂƐĞŵƉƌĞƐĂƐ͘ƐƉĞĐŝĂůŵĞŶƚĞŽƐďĂŶĐŽƐƋƵĞ͕ƉŽƌĂƐƐŝŵ ĚŝnjĞƌ͕ĐĂƉŝƚĂŶĞĂƌĂŵŽƐŝŶƐƟƚƵƚŽƐĚĞĐƵůƚƵƌĂ͘hŵĂƌĞĂůŝĚĂĚĞƋƵĞƉĞƌĚƵƌĂĂƚĠŽƐĚŝĂƐĂƚƵĂŝƐĞƋƵĞ͕Ğŵ ŐƌĂŶĚĞƐŵĞĚŝĚĂƐ͕ƉŽĚĞƐĞƌǀŝŶĐƵůĂĚĂĂŽƵŶŝǀĞƌƐŽŝŶĨĂŶƟů;&ŝŐƵƌĂϭϰͿ͘ práticas e experiências contemporâneas sumário brenda lyra Guedes e Rogério Covaleski 171 08 Publicidade e infância: traços de uma cultura infantil do consumo Alessandra Alcântara Brenda Guedes culturas infantis do consumo práticas e experiências contemporâneas &ŝŐƵƌĂϭϰ͗WĞƌƐƉĞĐƟǀĂƐĚĞŝŶƚĞƌǀĞŶĕĆŽŶĂĐƵůƚƵƌĂʹ/ƚĂƷͬ^ĂŶƚĂŶĚĞƌͬƌĂĚĞƐĐŽ͘ sumário brenda lyra Guedes e Rogério Covaleski 172 08 Alessandra Alcântara Brenda Guedes culturas infantis do consumo práticas e experiências contemporâneas Publicidade e infância: traços de uma cultura infantil do consumo ŝŵƉŽƌƚĂŶƚĞŵĞŶĐŝŽŶĂƌ͕ƚĂŵďĠŵ͕ƋƵĞŽŵĞƌĐĂĚŽŝŶĨĂŶƟůƚĞŵƐƵĂƐƉĞĐƵůŝĂƌŝĚĂĚĞƐ͕ƐĞŶĚŽŵƵŝƚŽ ŵĂŝƐǀŽůĄƟůĞŝŶĐĞƌƚŽƋƵĞŽĚŽĂĚƵůƚŽ͕ŚĂǀĞŶĚŽŶĞůĞƵŵĂůƚŽŐƌĂƵĚĞƌŝƐĐŽĞŵĨƵŶĕĆŽ͕ƉŽƌĞdžĞŵƉůŽ͕ ĚĂĐŽŶĐŽƌƌġŶĐŝĂĞŶƚƌĞŵĂƌĐĂƐ͖ĚŽƐŵŽĚŝƐŵŽƐŝŶĨĂŶƟƐ͖ĚĂƉŽůĂƌŝnjĂĕĆŽĞŶƚƌĞ͞ĂnjƵůĞƌŽƐĂ͟;ƋƵĞƐƚƁĞƐ ĚĞŐġŶĞƌŽͿ͖ĞĚĂĐŽŵƉůĞdžŝĚĂĚĞƉĂƌĂƐĞŐĞƌĞŶĐŝĂƌĂƐƐŝŐŶŝĮĐĂƟǀĂƐĚŝĨĞƌĞŶĕĂƐĚĞŝĚĂĚĞʹƉŽƌĞdžĞŵͲ ƉůŽ͕ĐĂƚĞŐŽƌŝĂƐĐŽŵŽ͞ĐƌŝĂŶĕĂƐƉĞƋƵĞŶĂƐ͟Ğ͞ƉƌĠͲĂĚŽůĞƐĐĞŶƚĞƐ͟ƐĆŽĚĞĮŶŝĚĂƐŵĂƐĂƐĐƌŝĂŶĕĂƐŶĞŵ ƐĞŵƉƌĞĂŐĞŵĚĞĂĐŽƌĚŽĐŽŵƐƵĂĨĂŝdžĂĞƚĄƌŝĂ;h</E',D͕ϮϬϭϮͿ͘ ƵĐŬŚŝŶŐŚĂŵ;ϮϬϭϮͿƌĞƐƐĂůƚĂĂƌĞůĞǀąŶĐŝĂĚĞƵŵĂǀŝƐĆŽŵĂŝƐĂŵƉůĂĚĂĂƟǀŝĚĂĚĞĐŽŵĞƌĐŝĂů͕ƋƵĞƐŝŐĂ ƉĂƌĂĂůĠŵĚĂƉƵďůŝĐŝĚĂĚĞĞĚŽŵĂƌŬĞƟŶŐ͕ĂĮƌŵĂŶĚŽƐĞƌŶĞĐĞƐƐĄƌŝŽĞŶƚĞŶĚĞƌŽĐŽŶƐƵŵŽŝŶĨĂŶƟůĞŵ ƌĞůĂĕĆŽĂŽĐŽŶƐƵŵŽĚŽƐƉĂŝƐ͕ĞƚĂŵďĠŵĚĂƐŽĐŝĞĚĂĚĞĞŵƵŵąŵďŝƚŽŵĂŝŽƌ͘ KE^/ZO^&/E/^ ƌĞŇĞdžĆŽ ĂƚĠĞŶƚĆŽ ƐƵŐĞƌŝĚĂ ŽƌŝĞŶƚĂ ŽƐ ĂƌƌĞŵĂƚĞƐĮŶĂŝƐ ĚĞƐƚĞƚƌĂďĂůŚŽ ƉĂƌĂ Ă ƌĞůĞǀąŶĐŝĂ ĚĞ ƐĞ ƉĞŶƐĂƌĂƉƵďůŝĐŝĚĂĚĞĐŽŵŽŵĂŝƐƋƵĞƵŵĂĨĞƌƌĂŵĞŶƚĂĞƐƚĂŶƋƵĞĚŽŵĂƌŬĞƟŶŐ͘ĐŽŶĐĞƉĕĆŽĂƋƵŝ ƌĞƐŐĂƚĂĚĂĠĂĚĞ͞ƐŝƐƚĞŵĂƉƵďůŝĐŝƚĄƌŝŽ͟;ZK,͕ϮϬϬϲ͖dZ/E͕ϮϬϭϮͿĐŽŵŽĂůŐŽƋƵĞĞƐƚĄƉĂƌĂ ĂůĠŵĚĂƉƵďůŝĐŝĚĂĚĞĞĚĂƉƌŽŵŽĕĆŽĚĞǀĞŶĚĂƐƉƌŽƉƌŝĂŵĞŶƚĞĚŝƚĂƐ͕ĞƋƵĞĚŝnjƌĞƐƉĞŝƚŽĂŽƐůƵŐĂƌĞƐ ŽĐƵƉĂĚŽƐƉĞůĂƐŵĂƌĐĂƐŶĂƐǀŝĚĂƐĚŽƐĐŽŶƐƵŵŝĚŽƌĞƐ͕ăŵĞĚŝĚĂƋƵĞĞƐƚĂƐĂƚƵĂŵĐŽŵŽĞůĞŵĞŶƚŽƐ ĨŽƌŵĂĚŽƌĞƐĚĞŝŵĂŐŝŶĄƌŝŽƐ͕ůĞŵďƌĂŶĕĂƐŝŶĚŝǀŝĚƵĂŝƐĞŵĞŵſƌŝĂƐĐŽůĞƟǀĂƐ͘ KďƐĞƌǀŽƵͲƐĞĐŽŵŵĂŝƐĂƚĞŶĕĆŽĂĐŽŵƵŶŝĐĂĕĆŽĚĞƉƌŽĚƵƚŽƐĞƐĞƌǀŝĕŽƐƋƵĞʹƐĞũĂƉĞůĂĨƵŶĐŝŽŶĂůŝĚĂͲ ĚĞĚĂƋƵŝůŽƋƵĞŽĨĞƌĞĐĞŵ͕ƉĞůŽƐǀĂůŽƌĞƐƐŝŵďſůŝĐŽƐƋƵĞƚƌĂŶƐŵŝƚĞŵ͕ŽƵŵĞƐŵŽƉĞůŽĐĂŶĂůĞŵƋƵĞ ƐĆŽǀĞŝĐƵůĂĚŽƐʹ͞ĐŽŶǀĞƌƐĂŵ͟ĐŽŵĂƐĐƌŝĂŶĕĂƐ͘EŽĞŶƚĂŶƚŽ͕ĂŝŶĚĂŽƵƚƌŽƐĚĞƐĂĮŽƐƐƵƌŐĞŵĞŵŵĞŝŽ sumário brenda lyra Guedes e Rogério Covaleski 173 08 Alessandra Alcântara Brenda Guedes culturas infantis do consumo práticas e experiências contemporâneas Publicidade e infância: traços de uma cultura infantil do consumo ĂĞƐƚĞƟƉŽĚĞĚŝƐĐƵƐƐĆŽ͘WŽƌĞdžĞŵƉůŽ͗ƚĞŶƚĂƌƉĞƌĐĞďĞƌĂƚĠƋƵĞƉŽŶƚŽŽƵƐŽĚĞĞƐƚƌĂƚĠŐŝĂƐůƷĚŝĐĂƐ͕ ƚĆŽƌĞĐŽƌƌĞŶƚĞƐŶĂĐŽŵƵŶŝĐĂĕĆŽƋƵĞƐĞĞƐƚĂďĞůĞĐĞĐŽŵŽƉƷďůŝĐŽŝŶĨĂŶƟů͕ƉŽĚĞƐĞĂƉƌĞƐĞŶƚĂƌĐŽŵŽ ƵŵƌĞĐƵƌƐŽĚŝŶąŵŝĐŽĞĞŶǀŽůǀĞŶƚĞĂĐŝŽŶĂĚŽƉĂƌĂĚŝĂůŽŐĂƌĞdžĐůƵƐŝǀĂŵĞŶƚĞĐŽŵŽƉƷďůŝĐŽĂĚƵůƚŽ͘ ƐƚĂƌŝĂŽůƷĚŝĐŽƐĞŵƉƌĞǀŝŶĐƵůĂĚŽĂŽƵŶŝǀĞƌƐŽŝŶĨĂŶƟů͍&ŝĐĂ͕ĂƋƵŝ͕ĂĚĞŝdžĂƉĂƌĂƵŵĂĂŵƉůŝĂĕĆŽĚĞƐƐĂ ƌĞŇĞdžĆŽ͘ EKd^ ϭ͘dƌĂƚĂͲƐĞĚĞƵŵĂǀĞƌƐĆŽĂƉƌŝŵŽƌĂĚĂĞƌĞǀŝƐĂĚĂĚŽƚƌĂďĂůŚŽ͞dƌĂĕŽƐĚĞƵŵĂƵůƚƵƌĂ/ŶĨĂŶƟůĚŽŽŶƐƵŵŽ͟ĂƉƌĞƐĞŶƚĂĚŽ ŶŽϯǑŽŶŐƌĞƐƐŽ/ŶƚĞƌŶĂĐŝŽŶĂůĞŵŽŵƵŶŝĐĂĕĆŽĞŽŶƐƵŵŽ͕KDhE/KEͲ^WD͕ĞŵKƵƚƵďƌŽĚĞϮϬϭϯ͘͞ǀŽůƚĂƌ͟ Ϯ͘dƌĂĚƵĕĆŽĚŽƐĂƵƚŽƌĞƐ͘EŽŽƌŝŐŝŶĂů͗Keep the baby’s interest in mind, and the baby’s immediate family will be interested in your store. And the baby itself will quickly grow into a real customer of the store. Its needs will grow as the baby grows, too. Don’t forget that!͞ǀŽůƚĂƌ͟ ϯ͘ŽŶƚĞdžƚƵĂůŝnjĂĚŽŶŽƐƐƚĂĚŽƐhŶŝĚŽƐĚĂŵĠƌŝĐĂ͘͞ǀŽůƚĂƌ͟ ϰ͘KƚĞƌŵŽadvergame͕ĠƉƌŽǀĞŶŝĞŶƚĞĚĂĨƵƐĆŽĞŶƚƌĞĂƐƉĂůĂǀƌĂƐĂĚǀĞƌƟƐĞŵĞŶƚĞvideogame͕ĞƐĞƌĞĨĞƌĞĂƵŵĂĞƐƉĠĐŝĞ ĚĞǀŝĚĞŽŐĂŵĞĐŽŵƵŵĂŵĞŶƐĂŐĞŵĐŽŵĞƌĐŝĂůƐƵƟůŽƵĞdžƉůşĐŝƚĂ͘͞ǀŽůƚĂƌ͟ ϱ͘ZĞĨĞƌĞŶƚĞƐĂƉĞŶĂƐĂŽƐĂŶƷŶĐŝŽƐƉĂŐŽƐ͕ĚĞƐĐŽŶƐŝĚĞƌĂŶĚŽĂŶƷŶĐŝŽƐŝŶƐƟƚƵĐŝŽŶĂŝƐĞĐŚĂŵĂĚĂƐĚĞƉƌŽŐƌĂŵĂƐĚŽƐƉƌſͲ ƉƌŝŽƐĐĂŶĂŝƐ͘͞ǀŽůƚĂƌ͟ ϲ͘ŝƐƉŽŶşǀĞůĞŵ͗ŚƩƉ͗ͬͬƟŶLJƵƌů͘ĐŽŵͬŵϲƋǁůϮƌ͘ĂƚĂĚĞĂĐĞƐƐŽ͗ϬϴͬϬϴͬϭϯ͕ăƐϮϭŚ͘͞ǀŽůƚĂƌ͟ ϳ͘^ĞŐƵŶĚŽŽƌĞůĂƚſƌŝŽDşĚŝĂĂĚŽƐ;ϮϬϭϯͿĚŽ'ƌƵƉŽĚĞDşĚŝĂĚĞ^ĆŽWĂƵůŽ͕ŽƐĚĂĚŽƐƌĞĨĞƌĞŶƚĞƐăƋƵĂŶƟĚĂĚĞĚĞĂƐƐŝŶĂŶͲ ƚĞƐƉĂƌĂŽƐĐĂŶĂŝƐŝŶĨĂŶƟƐĚĞƐƚĂĐĂĚŽƐĂƉŽŶƚĂŵŽƐƐĞŐƵŝŶƚĞƐŶƷŵĞƌŽƐ͗Discovery Kids ;ϭϯ͘ϵϰϲ͘ϵϴϬĂƐƐŝŶĂŶƚĞƐͿ͖Cartoon Network;ϭϮ͘Ϯϲϵ͘ϬϰϴĂƐƐŝŶĂŶƚĞƐͿ͖Disney Channel ;ϭϭ͘ϵϯϵ͘ϴϰϵĂƐƐŝŶĂŶƚĞƐͿĞNickelodeon;ϭϭ͘Ϭϯϱ͘ϴϰϱĂƐƐŝŶĂŶƚĞƐͿ͘͞ǀŽůƚĂƌ͟ sumário brenda lyra Guedes e Rogério Covaleski 174 08 Publicidade e infância: traços de uma cultura infantil do consumo ϴ͘ƵũĂƌĞůĂƚŽƌĂĨŽŝĂĞƉƵƚĂĚĂDĂƌŝĂĚŽĂƌŵŽ>ĂƌĂ͘͞ǀŽůƚĂƌ͟ ϵ͘WƌŽũĞƚŽĚĞ>ĞŝĚĞĂƵƚŽƌŝĂĚŽĞŶƚĆŽĞƉƵƚĂĚŽ>ƵŝnjĂƌůŽƐ,ĂƵůLJ͕ƋƵĞǀŝƐĂĂĐƌĞƐĐĞŶƚĂƌƉĂƌĄŐƌĂĨŽĂŽĂƌƚ͘ϯϳĚĂ>ĞŝŶŽϴ͘Ϭϳϴ͕ ĚĞϭϭĚĞƐĞƚĞŵďƌŽĚĞϭϵϵϬ͕ƋƵĞĚŝƐƉƁĞƐŽďƌĞĂƉƌŽƚĞĕĆŽĚŽĐŽŶƐƵŵŝĚŽƌĞĚĄŽƵƚƌĂƐƉƌŽǀŝĚġŶĐŝĂƐ͘͞ǀŽůƚĂƌ͟ ϭϬ͘ŝƐƉŽŶşǀĞůĞŵ͗ŚƩƉ͗ͬͬƟŶLJƵƌů͘ĐŽŵͬďϳŶϴƵϴϴ͘ĂƚĂĚĞĂĐĞƐƐŽ͗ϭϵͬϬϱͬϮϬϭϯ͕ăƐϮϮŚ͘͞ǀŽůƚĂƌ͟ Alessandra Alcântara Brenda Guedes culturas infantis do consumo práticas e experiências contemporâneas ϭϭ͘ĚĞĮŶŝĕĆŽĚŽƉĞƌşŽĚŽĚĞǀŝĚĂƋƵĞĂƋƵŝƐĞĚĞƐĐƌĞǀĞĐŽŵŽ͞ŝŶĨąŶĐŝĂ͟ĞƐƚĄƉĂƵƚĂĚĂŶĂůſŐŝĐĂƋƵĞƌĞŐĞŽƐƚĂƚƵƚŽĚĂ ƌŝĂŶĕĂĞĚŽĚŽůĞƐĐĞŶƚĞ;>Ğŝϴ͘ϬϲϵͬϭϵϵϬͿ͕ĞƉƌĞǀġŝŶĚŝǀşĚƵŽƐĚĞϬĂϭϮĂŶŽƐĚĞŝĚĂĚĞ͘ŽŶƚƵĚŽ͕ƌĞŐŝƐƚƌĂͲƐĞŽĨĂƚŽĚĞƋƵĞ ĂƐŝŶĨąŶĐŝĂƐ;ĞĂƐĐƌŝĂŶĕĂƐĐŽŵƐƵĂƐƌĞƐƉĞĐƟǀĂƐŝĚĂĚĞƐͿĂƐƐƵŵĞŵĚŝĨĞƌĞŶƚĞƐĐŽŶĮŐƵƌĂĕƁĞƐĞŵǀŝƌƚƵĚĞĚŽƐĐŽŶƚĞdžƚŽƐĐŽŵ ŽƐƋƵĂŝƐƐĞƌĞůĂĐŝŽŶĂŵ͘͞ǀŽůƚĂƌ͟ ϭϮ͘ǀĞƐƟŵĞŶƚĂƚĂŵďĠŵĠƵŵŝƚĞŵĐŽŶƐƵŵŝĚŽĚƵƌĂŶƚĞĂƐĚŝǀĞƌƐĂƐĨĂƐĞƐĚĂǀŝĚĂ͘EŽĞŶƚĂŶƚŽ͕ĞŵǀŝƌƚƵĚĞĚŽƉƌſƉƌŝŽĐƌĞƐͲ ĐŝŵĞŶƚŽŽƵĚĂƐŵƵĚĂŶĕĂƐİƐŝĐĂƐĂĚǀŝŶĚĂƐĚĂŝĚĂĚĞ͕ĞƐƐĞƟƉŽĚĞƉƌŽĚƵƚŽĂƐƐƵŵĞĐĂƌĂĐƚĞƌşƐƟĐĂƐĚŝĨĞƌĞŶƚĞƐĚŽƐĂůŝŵĞŶƚŽƐ ĞĚĂƐďĞďŝĚĂƐŶĆŽĂůĐſŽůŝĐĂƐĞŵƐĞƵƐƉŽƐŝĐŝŽŶĂŵĞŶƚŽƐŶŽŵĞƌĐĂĚŽ͘hŵĂŵĞƐŵĂŵĂĕĆ͕ƉŽƌĞdžĞŵƉůŽ͕ƉŽĚĞƐĞƌĐŽŶƐƵŵŝĚĂ ƉŽƌĐƌŝĂŶĕĂƐ͕ĂĚƵůƚŽƐĞŝĚŽƐŽƐ͘hŵƌĞĨƌŝŐĞƌĂŶƚĞĚĞĐŽůĂ;ĂĚĞƐƉĞŝƚŽĚĂƐŽƉŝŶŝƁĞƐƐŽďƌĞŽƐďĞŶĞİĐŝŽƐŽƵŵĂůĞİĐŝŽƐĂĚǀŝŶĚŽƐ ĚĞƚĂůƉƌĄƟĐĂͿƚĂŵďĠŵƉŽĚĞ͘:ĄƵŵĂŵĞƐŵĂĐĂŵŝƐĞƚĂ͕ŶĆŽ͘^ĂďĞͲƐĞ͕ĐŽŶƚƵĚŽ͕ƋƵĞƉĂƌĂĂůĠŵĚĂƐŵƵĚĂŶĕĂƐİƐŝĐĂƐƉĞƌƟͲ ŶĞŶƚĞƐăƐŝĚĂĚĞƐ͕ŚĄƚĂŵďĠŵŽƵƚƌĂƐŶƵĂŶĐĞƐŽďƐĞƌǀĂĚĂƐĞƚƌĂďĂůŚĂĚĂƐƉĞůĂƐĞƐƚƌĂƚĠŐŝĂƐĚŽŵĞƌĐĂĚŽĚĞǀĞƐƟŵĞŶƚĂ͘WĂƌĂ ŝŶĨŽƌŵĂĕƁĞƐŵĂŝƐĚĞƚĂůŚĂĚĂƐƐƵŐĞƌĞͲƐĞĂůĞŝƚƵƌĂĚĞdŚĞŽŵŵŽĚŝĮĐĂƟŽŶŽĨŚŝůĚŚŽŽĚ͗ƚŚĞŚŝůĚƌĞŶǭƐĐůŽƚŚŝŶŐŝŶĚƵƐƚƌLJ and the rise of the child consumer͕ĚĞĂŶŝĞůŽŽŬ;ϮϬϬϰͿ͘͞ǀŽůƚĂƌ͟ ϭϯ͘sĂůĞƌĞƐƐĂůƚĂƌƋƵĞĂŶŽŵĞŶĐůĂƚƵƌĂĂĚŽƚĂĚĂƉĂƌĂĂƐĐĂƚĞŐŽƌŝĂƐĐŽŵƉƌĞĞŶĚĞƚĂŶƚŽĂŶŽĕĆŽĚĞƉƌŽĚƵƚŽƐƋƵĂŶƚŽĂŶŽĕĆŽ ĚĞƐĞƌǀŝĕŽƐ͘ƐƵƉƌĞƐƐĆŽĚŽ͞^͟;ƌĞĨĞƌĞŶƚĞĂŽƐƐĞƌǀŝĕŽƐͿŶĂƐƐŝŐůĂƐǀŝƐĂ͕ƵŶŝĐĂŵĞŶƚĞ͕ĂƌĞĚƵĕĆŽĚĂƐĞdžƉƌĞƐƐƁĞƐƉĂƌĂĨĂĐŝůŝƚĂƌ ĂŵĞŶĕĆŽĂŽĐŽŶƚĞƷĚŽ͘͞ǀŽůƚĂƌ͟ ϭϰ͘&ŽƌŵĂƚŽƉƵďůŝĐŝƚĄƌŝŽďĂƐĞĂĚŽĞŵĐŽŶƚĞƷĚŽĚĞĞŶƚƌĞƚĞŶŝŵĞŶƚŽƋƵĞĚŝǀƵůŐĂǀĂůŽƌĞƐĂƐƐŽĐŝĂĚŽƐăŵĂƌĐĂ;Ks>^</͕ ϮϬϭϬͿ͘͞ǀŽůƚĂƌ͟ ϭϱ͘ŝƐƉŽŶşǀĞůĞŵ͗ŚƩƉ͗ͬͬǁǁǁ͘ƚƵƌŶĞƌŵĞĚŝĂƉůƵƐ͘ĐŽŵ͘ďƌͬŽƉĞŶĐŵƐͬďƌͬĐĂƐĞƐͬƐĂŶƚĂŶĚĞƌ͘Śƚŵů͘ĂƚĂĚĞĂĐĞƐƐŽ͗ϭϮͬϬϳͬϮϬϭϯ͕ ăƐϭϲŚ͘͞ǀŽůƚĂƌ͟ sumário brenda lyra Guedes e Rogério Covaleski 175 08 Publicidade e infância: traços de uma cultura infantil do consumo Z&ZE/^ >EdZ͕ůĞƐƐĂŶĚƌĂ͖DWK^͕DĂƌşůŝĂ͘ŐŽƌĂĞƵĞƌĂŽZĞŝ͗ĂƌĞŝŶǀĞŶĕĆŽĚĂ/ŶĨąŶĐŝĂ͘/Ŷ͗^DW/K͕/ŶġƐ͖s>Ed͕ ŶĚƌĠĂ͖>EdZ͕ůĞƐƐĂŶĚƌĂ;ŽƌŐ͘Ϳ͘Mídia de Chocolate͘ƐƚƵĚŽƐƐŽďƌĞĂƌĞůĂĕĆŽŝŶĨąŶĐŝĂ͕ĂĚŽůĞƐĐġŶĐŝĂĞĐŽŵƵŶŝĐĂͲ ĕĆŽ͘ZŝŽĚĞ:ĂŶĞŝƌŽ͗ͲƉĂƉĞƌƐ͕ϮϬϬϲ͘ Alessandra Alcântara Brenda Guedes culturas infantis do consumo práticas e experiências contemporâneas ZK^͕>şǀŝĂ͘Sociedade do Consumo͘ZŝŽĚĞ:ĂŶĞŝƌŽ͗ĂŚĂƌ͕ϮϬϬϰ͘ h</E',D͕ĂǀŝĚ͘Crescer na Era das Mídias Eletrônicas͘^ĆŽWĂƵůŽ͗ĚŝĕƁĞƐ>ŽLJŽůĂ͕ϮϬϬϳ͘ ͺͺͺͺͺͺ͘ZĞƉĞŶƐĂŶĚŽĂĐƌŝĂŶĕĂͲĐŽŶƐƵŵŝĚŽƌĂ͗ŶŽǀĂƐƉƌĄƟĐĂƐ͕ŶŽǀŽƐƉĂƌĂĚŝŐŵĂƐ/Ŷ͗Comunicação, Mídia e Consumo͘^ĆŽ WĂƵůŽ͗ŶŽϵsŽů͘ϵE͘ϮϱƉ͘ϰϯͲϳϮŐŽ͘ϮϬϭϮ͘ ,h/͕DĂƌŝůĞŶĂ͘Simulacro e poder, uma análise da mídia͘^ĆŽWĂƵůŽ͗ĚŝƚŽƌĂ&ƵŶĚĂĕĆŽWĞƌƐĞƵďƌĂŵŽ͕ϮϬϬϲ͘ KK<͕ĂŶŝĞůdŚŽŵĂƐ͘dŚĞŽŵŵŽĚŝĮĐĂƟŽŶŽĨŚŝůĚŚŽŽĚ͗ƚŚĞŚŝůĚƌĞŶǭƐĐůŽƚŚŝŶŐŝŶĚƵƐƚƌLJĂŶĚƚŚĞƌŝƐĞŽĨƚŚĞĐŚŝůĚĐŽŶͲ ƐƵŵĞƌ͘ƵƌŚĂŵΘ>ŽŶĚŽŶ͗ƵŬĞhŶŝǀĞƌƐŝƚLJWƌĞƐƐ͕ϮϬϬϰ͘ Ks>^</͕ZŽŐĠƌŝŽ͘Publicidade Híbrida͘ƵƌŝƟďĂ͗DĂdžŝĚŝƚŽƌĂ͕ϮϬϭϬ͘ '^d>K͕ĚŝƐŽŶ͘Publicidade e Sociedade͗ƵŵĂƉĞƌƐƉĞĐƟǀĂĂŶƚƌŽƉŽůſŐŝĐĂ͘WŽƌƚŽůĞŐƌĞ͗^ƵůŝŶĂ͕ϮϬϭϯ͘ K^ZsdMZ/KĚĂDşĚŝĂZĞŐŝŽŶĂů͖hE/sZ^/&ĞĚĞƌĂůĚŽƐƉşƌŝƚŽ^ĂŶƚŽ͖/E^d/dhdKůĂŶĂ͘Monitoramento da PubliĐŝĚĂĚĞĚĞWƌŽĚƵƚŽƐĞ^ĞƌǀŝĕŽƐĚĞƐƟŶĂĚĂĂƌŝĂŶĕĂƐʹEĂƚĂůϮϬϭϭ͘sŝƚſƌŝĂͬ^ĆŽWĂƵůŽ͕ϮϬϭϮ͘ŝƐƉŽŶşǀĞůĞŵ͗ŚƩƉ͗ͬͬƟŶLJƵƌů͘ ĐŽŵͬŵĐƉϳĞϵĨ͘ ZK,͕ǀĞƌĂƌĚŽ͘Representações do Consumo͘ƐƚƵĚŽƐƐŽďƌĞĂŶĂƌƌĂƟǀĂƉƵďůŝĐŝƚĄƌŝĂ͘ZŝŽĚĞ:ĂŶĞŝƌŽ͗DĂƵĂĚyͬĚ͘ WhͲZ:͘ϮϬϬϲ͘ ͺͺͺͺͺͺ͘WƌĞĨĄĐŝŽ͘/Ŷ͗'^d>K͕ĚŝƐŽŶ͘Publicidade e Sociedade͗ƵŵĂƉĞƌƐƉĞĐƟǀĂĂŶƚƌŽƉŽůſŐŝĐĂ͘WŽƌƚŽůĞŐƌĞ͗^ƵůŝŶĂ͕ ϮϬϭϯ͘ ZK,͕DĂƌŝĂĚƵĂƌĚĂĚĂDŽƚĂ͘A Nova Retórica do Capital͘ƉƵďůŝĐŝĚĂĚĞďƌĂƐŝůĞŝƌĂĞŵƚĞŵƉŽƐŶĞŽůŝďĞƌĂŝƐ͘^ĆŽWĂƵůŽ͗ ĚŝƚŽƌĂĚĂƵŶŝǀĞƌƐŝĚĂĚĞĚĞ^ĆŽWĂƵůŽ͕ϮϬϭϬ͘ sumário brenda lyra Guedes e Rogério Covaleski 176 08 Publicidade e infância: traços de uma cultura infantil do consumo ^Ed>>͕>ƵĐŝĂ͘Culturas e Artes do Pós-humano͗ĂƵůƚƵƌĂĚĂƐDşĚŝĂƐăŝďĞƌĐƵůƚƵƌĂ͘^ĆŽWĂƵůŽ͗WĂƵůƵƐ͕ϮϬϬϯ͘ ͺͺͺͺͺͺ͘DşĚŝĂƐ>ŽĐĂƟǀĂƐ͗/ŶƚĞƌŶĞƚDſǀĞůĚĞ>ƵŐĂƌĞƐĞŽŝƐĂƐ͘/Ŷ͗Revista Famecos͘WŽƌƚŽůĞŐƌĞ͕Ŷ͘ϯϱ͕Ɖ͘ϵϱͲϭϬϭ͕ϮϬϬϴ͘ ^,/&&DE͕>ĞŽŶ'͖͘<Eh<͕>ĞƐůŝĞ>ĂnjĂƌ͘Comportamento do Consumidor͘ZŝŽĚĞ:ĂŶĞŝƌŽ͗>ŝǀƌŽƐƚĠĐŶŝĐŽƐĞŝĞŶơĮĐŽƐ ĚŝƚŽƌĂ͕ϭϵϵϳ͘ Alessandra Alcântara Brenda Guedes culturas infantis do consumo ^dZ^hZ'Z͕sŝĐƚŽƌ͖͘t/>^KE͕ĂƌďĂƌĂ:͖͘:KZE͕ŵLJ͘Crianças, Adolescentes e a Mídia͘WŽƌƚŽůĞŐƌĞ͗WĞŶƐŽ͕ ϮϬϭϭ͘ d^,EZ͕'ŝƐĞůĂ͘WĂƌĂĚŽdžŽƐĚĂŽŵƵŶŝĐĂĕĆŽĞĚŽŽŶƐƵŵŽŶŽƌĂƐŝůĚŽƐĠĐ͘yy/͘/Ŷ͗Comunicação, Mídia e Consumo͘ ^ĆŽWĂƵůŽ͗ŶŽϴsŽů͘ϴE͘ϮϯƉ͘ϭϵϵͲϮϭϲ͘EŽǀ͘ϮϬϭϭ͘ dZ/E͕ŶĞƵƐ͘WƌŽƉĂŐĂŶĚĂ͕ŝĚĞŶƟĚĂĚĞĞĚŝƐĐƵƌƐŽ͗ďƌĂƐŝůŝĚĂĚĞƐŵŝĚŝĄƟĐĂƐ͘WŽƌƚŽůĞŐƌĞ͗^ƵůŝŶĂ͕ϮϬϭϮ͘ práticas e experiências contemporâneas sumário brenda lyra Guedes e Rogério Covaleski 177