Práticas de comunicação de marketing para crianças em websites

• Ano de defesa: 2011
• Autor(a) principal: Andrade, Marcos Antonio de
• Orientador(a): Acevedo, Cláudia Rosa
• Banca de defesa: Dias, Laércio Fidélis , Botelho, Delane , Moretti, Sérgio Luiz Amaral
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Nove de Julho
• Programa de Pós-Graduação: Programa de Pós-Graduação em Administração
• Departamento: Administração
• País: BR
• Palavras-chave em Português: Macromarketing; marketing; consumidores vulneráveis; consumo infantil; Internet.
• Palavras-chave em Inglês: Macromarketing; marketing; consumers vulnerable; children as consumers; Internet.
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://bibliotecatede.uninove.br/tede/handle/tede/657

The Internet has become a major means of communication and symbol of the globalized world. It also began to change behavior in the world: social networking, real-time news and access to information never before imagined, possible a rapid and unprecedented knowledge. And it has attracted all audiences, including younger audiences, who interested in interactivity afforded by this media. It has enabled advertisers the opportunity to attract the attention of children through practices of marketing communication in the virtual world, often taking advantage of their vulnerability. Thus, the main objective of this study was to determine which of these are more in evidence in Brazil and advertisers distinguish the child audience, when they use these practices. The research method used is content analysis, and data collection performed by observing the websites of the food, toys, clothing and e-commerce. It appears that the data presented by advertisers, in virtual, using the inclusion of advergames, video advertising, offering gifts and the association of children's characters to their products, to attract the attention of children. And in conclusion it was proposed to the agents concerned with child health, regulations on the subject which should take into consideration two aspects: first, the nutritional profile and characteristic of the object of consumption, and secondly, the ethical question involving the vulnerability of children as consumers.