| Resumo: |
This research aims to study how Brazilian branded sites for children especially those from 7 to 10 years old use the ludic element of games, seen as tools for image construction related to brand projects, becoming experience marketing practices that turn sites not only into information disposals but also places of leisure and entertainment. The research analyzes the Cartoon Network site, after a preliminary analysis that selected a corpus of approximately 40 Brazilian sites created for this target public, concerning clothing, food, portals, television channels, toys and services, and separated them into big groups according to characteristics that compose communication contracts, as Charadeau proposed. The Cartoon Network site was chosen for analysis due to its high audience and qualification concerning the target public, besides its own brand traits, which has turned into several franchises, and the site s potential for interactivity and immersion. Its analysis examines the navigation narratives, which aim at entertainment through games as a goal to be achieved within the site, apart from the articulation of this site experience with values that are characterized as a new form of advertisement. The navigation narratives are described and their main points analyzed, focusing on the site main experience and not in the micro-narratives of its content, highlighting the chromatic, topologic and eidetic choices, apart from the established manipulations that make children fulfill their navigation programs. With that, comes the discussion of the values articulated within the text, and in which way that is coherent with the brand project and manifestations model. With that analysis made, the validity of legislation for the protection of children from predatory marketing practices is discussed. For the construction of criticism regarding brands and experience marketing, authors such as Semprini and Fontenelle are quoted. For the analysis of the site the basic theory is discursive semiotics with authors such as Greimas, Courtés, Barros and Pietroforte, apart from using authors that speak of remediation, information architecture and interactivity, such as Bolter, Gruisin, Krug, Kalbach and Leão |
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