“Some things are not very true”: media consumption and reception of television advertising in childhood

Authors

  • Fárida M. Rabuske Kuntz Universidade Federal de Santa Maria
  • Elisa Reinhardt Piedras Universidade Federal do Rio Grande do Sul

DOI:

https://doi.org/10.11606/issn.1984-5057.v9i1p67-80

Keywords:

advertising, advertising flow, television, reception, childhood

Abstract

This study aims to explore television consumption and reception of advertising addressed to children. After a theoretical discussion about advertising, reception and childhood, we methodologically implemented the concept of advertising flow in an exploratory and qualitative research conducted through interviews with six children. The results show consumption habits and reception practices of television advertising.

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Author Biographies

  • Fárida M. Rabuske Kuntz, Universidade Federal de Santa Maria

    Mestranda pelo Programa de Pós-Graduação em Comunicação da UFSM.

  • Elisa Reinhardt Piedras, Universidade Federal do Rio Grande do Sul

    Doutora em Comunicação, professora do Programa de Pós-Graduação em Comunicação e Informação da UFRGS.

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Published

2017-06-07

Issue

Vol. 9 No. 1 (2017): Semiótica das expressões marcárias: nomes, mascotes, símbolos, logotipos e publicidade em análise

Section

ARTICLES

License

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons BY-NC-SA License.

Licença Creative Commons

 

How to Cite

“Some things are not very true”: media consumption and reception of television advertising in childhood. Signos do Consumo, [S. l.], v. 9, n. 1, p. 67–80, 2017. DOI: 10.11606/issn.1984-5057.v9i1p67-80. Disponível em: https://www.periodicos.usp.br/signosdoconsumo/article/view/115000.. Acesso em: 24 may. 2024.