Danoninho: o consumo serve pra pensar?

Abstract

Amid the growth of advertising aimed at children and the accession of these as a potential consumer audience, this work was developed with the aim to understand how propaganda develops a pedagogy of consumption through their strategies and how is personal behavior as consumption. To answer these questions, is used as a base discourse analysis, the theory of the Annunciation, the pedagogy of consumption and marketing. The work object are Danoninho campaigns, the Danone brand, which were the campaign "Strawberry yogurt to plant", "Strawberry yogurt is worth a bifinho" and "Strawberry yogurt is time snack." The method used is a qualitative research with the analysis of VT's and quantitative with the questionnaires in the city of Garruchos, Rio Grande do Sul. After analysis and application questionnaire was concluded that the commercials have a pedagogical awareness, as the personal consumption behavior can be carried out a profile that shows how the marketing sells values and awakens desires and how the consumer is uninformed bodies regulating advertising.