Food or Fun? The Funny Brands’ expressions in Contemporary Context of Child-Foods’ Advertising

Abstract

This paper is part of a broader research project which is focused in the study of child-foods’ advertising, considering the different brands’ expressions materialized in the current consumption’s trend of eatertainment, by semiotic analysis of the main signs present in this advertising and its possible senses’ effects on children’s eating habits in contemporary society. In this way, by highlighting the contrast between the actual context of child-foods’ advertising and the contemporary questions related to children’s eating habits, this study intends to identify, in the process of senses’ regulation of food brands’ discourses, possible ways that could be lined with the regulation of food market and its communications to the infant public.