Publicidade infantil e consumo: desafios para as políticas socioeducacionais de proteção à infância

Abstract

The present research, linked to the line of Educational Policies, aims to investigate how laws and socio-educational policies deal with child protection and the role of advertising campaigns directed at children consumption, seeking to answer the following question: why do they still persist in Brazil, so many advertisements that stimulate children's advertising for consumption? Are the existing regulations on advertising conducted at the child public are really effective and promote child protection? In order to produce some adequate answers to the proposed questions, we will seek to (i) to make cur rently a diagnosis of the consumer society; (ii) to characterize the period of childhood and the production of children's cultures, based on media influences in the children’s production in consumers, the legislations and socio-educational policies on child’s protection in Brazil, verifying the reasons, as the resistance of the media’s sectors to regulation of children's advertising; (iii) to observe and analyze how media programs transmitted by different means of comucation - television and the internet - it focus their advertising directed to the children. Anchored in the bibliographical and documentary method, the research established a dialogue with authors such as the sociologist Zygmunt Bauman, an anchor author of this research, besides using as theoretical contribution the studies of contemporary sociologists Pierre Dardot and Christian Laval, Jean Baudrillard and Gilles Lipovetsky. In addition, to characterize the currently conception of the childhood society, it was used the studies of Phillip Ariè s and Neil Postman, apart from, analyzing the main socio-educational policies of child protection in Brazil. At the end of this research, the child protection policies were compared with the current media practice, verifying the incidence of advertising ca mpaigns directed to the children public, in two of the most used media currently, television and the internet, in order to spread the culture consumption. Thus, given the proposal’s research, it was possible to verify that socio-educational policies for child protection it doesn’t be enough for protecting children, at the age 0 to 12 years, from the dissemination of consumption through advertising campaigns. The advertising agencies do not cumply with what is laid down with the main regulations of children’s protection when they create marketing content that reaches children's audience. In addition, the programs displayed by the media channels - televisionand internet - use a consumer appeal to reach the children's public through advertisements, letting the children vulnerable. Therefore, it is necessary to create more efficient means of regulation on children's advertising.