Submitted by Programa de Pós-Graduação em Mídia e Cotidiano (ppgmc@vm.uff.br) on 2017-05-02T17:57:45Z No. of bitstreams: 1 Dissertação - Ingrid Schumann Seabra Martins.pdf: 3704258 bytes, checksum: 9412a5b301e6d374d65c0630bb61488a (MD5) / Approved for entry into archive by Josimara Dias Brumatti (bcgdigital@ndc.uff.br) on 2017-06-13T17:46:41Z (GMT) No. of bitstreams: 1 Dissertação - Ingrid Schumann Seabra Martins.pdf: 3704258 bytes, checksum: 9412a5b301e6d374d65c0630bb61488a (MD5) / Made available in DSpace on 2017-06-13T17:46:41Z (GMT). No. of bitstreams: 1 Dissertação - Ingrid Schumann Seabra Martins.pdf: 3704258 bytes, checksum: 9412a5b301e6d374d65c0630bb61488a (MD5) / Capes / O presente estudo teve como objetivo investigar de que forma a publicidade pode estimular crianças a se tornarem, não apenas consumidores finais, mas também influenciadores na tomada de decisão por parte de quem possui efetivamente o poder de compra. Buscou-se ainda estudar a influência de consumo que a criança pode vir a realizar no seio familiar, no caso de produtos de uso não exclusivamente infantil. Finalmente, buscou-se compreender em que grau a publicidade estaria envolvida no estímulo desta postura específica de consumo, assim como as possíveis consequências deste comportamento na subjetividade infantil. A posição da criança na sociedade passou por mudanças ao longo dos anos: se antes, muitas vezes, ganhava ínfima atenção da família, hoje tem sua opinião amplamente valorizada dentro de casa, ganhando projeção o comportamento denominado “protagonismo infantil”. Este destaque pode ocorrer até mesmo em questões de consumo e é sobre esta via que esta dissertação se debruçou. Foram feitas leituras sobre psicologia infantil, aspectos históricos-sociais da infância, técnicas de marketing e linguagem publicitária voltados a este público, políticas da comunicação publicitária infantil no Brasil e em outros países, além de terem sido analisadas diversas pesquisas sobre consumo e influência de compra em crianças. A partir deste material, partiu-se para a análise de comerciais televisivos e realização de entrevistas com pais de crianças entre 5 e 10 anos. Como principais resultados, identificou-se setenta e sete (77) anúncios de produtos ou serviços de uso familiar ou adulto, com elementos atraentes às crianças, e confirmou-se, nas entrevistas, a influência da publicidade sob o público infantil. Como alguns impactos possíveis deste “marketing de influência” na subjetividade infantil, percebeu-se a própria postura consumista, bem como o chamado “encurtamento da infância” / This study aimed to investigate how advertising can encourage children to become not only consumers, but also influential in decision-making by those who actually have the purchasing power. We sought to investigate the influence consumption that the child may hold within the family, about products created for adults and family. Finally, we sought to understand the extent to which advertising is involved in stimulating this specific posture consumption, as well as the possible consequences of this behavior in the children's subjectivity. The child's position in society has undergone changes over the years: before, it was common to be ignored by the small family, today his opinion is valued in family topics and in other issues as well. This behavior stimulate the rising of the child as a “protagonist”. This reaction can occur even in consumer issues and it is about that topic that this dissertation leaned. We read about child psychology, historical and social aspects of childhood, marketing and advertising language techniques aimed at this audience, political advertising of infant communication in Brazil and in other countries, and analyzed several studies about consumption and buying influence of children. With this material, we observed television commercials and made interviews with parents of children between 5 and 10 years. As main results, it was identified seventy-seven (77) product announcements of produtcts/services for adult or family use, that had attractive elements to children. In the interviews, it was possible to confirme the influence of advertising on children. As some possible impacts of this “marketing of influence” in the children's subjectivity, it was noticed the very consumerist stance, as well as the so-called “shortening of the childhood”.

La investigación expone las causas y el proceso de la regulación de la publicidad de marcas en redes sociales bajo la normativa existente en el Perú. Este estudio es cualitativo basado en entrevistas semiestructuradas con principales agentes involucrados en el tema e información bibliográfica. Su objetivo es analizar el proceso de implementación de la regulación publicitaria con respecto a la publicidad realizada por influencers de Instagram en Lima Metropolitana. Entre los hallazgos, se obtuvo la implementación de la Guía para Influencers con la finalidad de dar a conocer, de una forma más clara, el Decreto Legislativo 1044 que abarca los temas publicitarios tradicionales y que, también, puede adaptarse a la publicidad con influencers. De esta manera, se eliminarían algunos vacíos al momento de publicar anuncios a través de estos nuevos protagonistas con el objetivo de proteger al consumidor de una publicidad “escondida”. / The investigation exposes the causes and the process of regulation of publicity for brands in social media under the current normative in Peru. This study is qualitative based on semi structured interviews with the main agents involved in the subject, as well as bibliographic information. The main goal is to analyze the process of implementation for the regulation in regard of the publicity made by influencers of Instagram in Metropolitan Lima. One of the finds was the Implementation of the Guide for Influencers, which the legislative decree 1044 is exposed much clearly, this decree is specific on many publicity subjects, such as tradicional publicity and specific influencers publicity. The goal of this guide is to eliminate any loopholes when posting advertisements on social media, that could spread any false publicity. / Tesis

Obesity is one of the major public health issues in the United States, often regarded as part of a global crisis. Companies invest billions of dollars each year towards television advertising campaigns aimed at convincing audiences how their ground-breaking discovery 'battles the bulge' or somehow offers an increased health benefit. This study examined how advertisers presented health-related claims, including health and nutrient-content claims, in U.S. adult-targeted television food commercials. The claims were compared to FTC, FDA, and USDA laws, regulations, and recommendations. A content analysis of food advertising was conducted of commercials from major and cable network programs broadcast during prime-time in the first quarter of 2009. The majority of claims match current regulations when compared to Federal references. The results show that Nutrient and Wellness claims were the most frequently cited. The type of benefit, Healthy Eating, emerged almost 3 times more than any other benefit type. This is also similar to those results which suggest advertisers' intentions were to promote overall wellness in their content delivery. As such, the Wellness Approach was identified and conceptualized, leading towards full development of a Wellness Effect theory. Implications and future research opportunities are discussed on both a theoretical and practical level.