Práticas publicitárias para o público infantil em um contexto digital

Abstract

Advertising is one of the main forms of communication between companies and people, it makes it possible for companies to demonstrate their services and products in an attractive way for their interested public to acquire them. The advancement of the internet has revolutionized traditional product and service advertising and advertising processes, now the YouTube video platform, which has had a significant impact on well-known youtubers, people who produce their own content and often have economic interests. In practice, advertises about products and services of companies, occurs how many youtubers currently perform advertisements in an irregular manner mainly aimed at children, who are more exposed to this type of influence on the consumption of toys, sweets and other activities that involve the children's audience universe. Because of this, the objective of this paper was to analyze the ethical conflicts of these practices in digital media aimed at children, as well as if they are in accordance with the rules and laws regarding child advertising in Brazil. The methodology used was based on analysis of cases judged by the National Council for Advertising Self-Regulation (CONAR), using mediation theory, publicity and ethical conflicts as the basis of the analysis, and as the main tools for collecting relevant information and records from cases documentary analysis and exploratory study. The results of the analysis point to a non-compliance with the norms and laws regarding Brazilian advertising of children of all youtubers, and also the strong use of elements related to publicity, such as the creation of attractive spatiality to the public, the concept of collaboration. In the development of projects, the ritual involved in each video, always seeking a strong sense of public connection with the product or service, through their experiences and their affective memories in relation to that brand or product. It is concluded that the supervision by Conar, which regulates advertising in the country and other bodies that value the well-being of children and adolescents, although efficient in other media, when referring to the digital medium is still precarious. , acting mostly through complaints from adults responsible for children, remembering that they are the most exposed to this type of content. Concern about this type of content is on the rise and in September 2019 the Youtube video platform announced that in January 2020 new standards will be in place, whereby YouTube will no longer monetize channels with such content.