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Authors
Abstract(s)
A nossa dissertação teve como principal objetivo entender como é que o género é
apresentado na publicidade infantil televisiva portuguesa atualmente, assim como a forma como
essa representação influencia as percepções das crianças dos 7 aos 12 anos de idade e a sua
construção de género.
A investigação apresentou em primeiro lugar, uma revisão de literatura com a finalidade
de compreender a importância que as crianças têm para o marketing, bem como estudar a
publicidade infantil televisiva e a sua legislação. Após estabelecer essa definição, foi necessário
fundar um esclarecimento mais profundo sobre o alvo deste estudo, as crianças. Foi conduzida
uma revisão de artigos e livros que apresentam teorias do desenvolvimento de uma criança e a sua
construção de género e identidade. No terceiro capítulo, procurou-se então relacionar os dois
primeiros, a televisão e a sua relação com as crianças, investigando o uso do estereótipo na
publicidade televisiva e como é que as crianças descodificam a publicidade. Essa descodificação
é realizada através de ferramentas que são necessárias para decifrar a verdadeira mensagem por
detrás da intenção publicitária.
Numa segunda parte apresentou-se a investigação empírica, que adotou uma abordagem
interpretativista com o uso do método misto. Esta pesquisa foi baseada, na sua primeira fase
quantitativa, numa análise de conteúdo de publicidade infantil portuguesa em três canais
televisivos, Cartoon Network, Panda Biggs e Disney Channel, tendo um tempo de recolha de dois
meses, construindo uma base de dados de 104 anúncios sem repetições. Desta base de dados
concluímos que o género é representado com o uso recorrente de estereótipo. Numa fase de estudo,
qualitativa, foram realizados quatro focus group com crianças e uma entrevista exploratória.
Conseguimos constatar que as crianças conseguem identificar estereótipos na publicidade, mesmo
que por vezes tenham dificuldade em entender a palavra, no entanto, essa representação não se
reflete nos comportamentos e nem identidade das mesmas, pois têm a sua própria individualidade,
acreditando que o género não deve ser limitador de atitudes.
The main objective of this study is to understand how is the gender is displayed in children's television advertising nowadays in Portugal, as well as the way that this same exhibition is perceptible in children from 7 to 12 years old and if that influence their construction of their own gender. The research aimed to understand the importance that children have for the marketing market, as well as studying children's advertising on television and its legislation. When this definition was studied and made a basis for this investigation, it was necessary to define further clarification on the target of this study, the children. A review of articles and books was done to explain how children develops as an individual, as well as the construction of gender in themselves. Researching and explain this knowledge it was necessary to establish a link between the two themes, in the third chapter, to gain knowledge of the use of the stereotype in television advertising and how children understood the ads. We know that children can understand advertising, although then need the right tools to decipher the true message behind the intention of the ads. In a second part, the empirical research took an interpretative approach using a mixed method, qualitative and quantitative. The quantitative was based on the analysis of the content of Portuguese children's advertising on three television channels, Cartoon Network, Panda Biggs and Disney Channel, this collection of data occurred during two months, obtaining a database of 104 records of ads without any repetition. From the data that we obtain from this database was possible to understand that the gender is still represented with the recurrent use of the stereotype. In the qualitative method, we use four focus group and one exploratory interview, it was possible to conclude that the children can identify stereotypes, even if they have some difficulty understanding the word. Although that representation do not reflected in their behavior, identity and beliefs because they have their own identity and strongly believe that the gender shouldn’t be limited.
The main objective of this study is to understand how is the gender is displayed in children's television advertising nowadays in Portugal, as well as the way that this same exhibition is perceptible in children from 7 to 12 years old and if that influence their construction of their own gender. The research aimed to understand the importance that children have for the marketing market, as well as studying children's advertising on television and its legislation. When this definition was studied and made a basis for this investigation, it was necessary to define further clarification on the target of this study, the children. A review of articles and books was done to explain how children develops as an individual, as well as the construction of gender in themselves. Researching and explain this knowledge it was necessary to establish a link between the two themes, in the third chapter, to gain knowledge of the use of the stereotype in television advertising and how children understood the ads. We know that children can understand advertising, although then need the right tools to decipher the true message behind the intention of the ads. In a second part, the empirical research took an interpretative approach using a mixed method, qualitative and quantitative. The quantitative was based on the analysis of the content of Portuguese children's advertising on three television channels, Cartoon Network, Panda Biggs and Disney Channel, this collection of data occurred during two months, obtaining a database of 104 records of ads without any repetition. From the data that we obtain from this database was possible to understand that the gender is still represented with the recurrent use of the stereotype. In the qualitative method, we use four focus group and one exploratory interview, it was possible to conclude that the children can identify stereotypes, even if they have some difficulty understanding the word. Although that representation do not reflected in their behavior, identity and beliefs because they have their own identity and strongly believe that the gender shouldn’t be limited.
Description
Keywords
Marketing infantil Publicidade televisiva Crianças Género Estereótipo Marketing for children Television advertisement Children Gender Stereotype