Advertising as pedagogical support: the issue of discrimination in advertising of the Sukita
The research that we carried out during the first semester of 2001 had as object the perceptions of advertising message (Sukita refrigerant) by second year high school students, during exhibition and debate in the classroom. The purpose of this study was to verify the relevance of using advertising...
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| Format: | article |
| Status: | Published version |
| Publication Date: | 2008 |
| Country: | Brasil |
| Institution: | Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS) |
| Repository: | Revista FAMECOS: Mídia cultura e tecnologia |
| Language: | Portuguese |
| OAI Identifier: | oai:ojs.revistaseletronicas.pucrs.br:article/3143 |
| Online Access: | https://revistaseletronicas.pucrs.br/revistafamecos/article/view/3143 |
| Access Level: | Open access |
| Keyword: | Communication advertising discrimination Advertising Comunicação publicidade discriminação Publicidade e progaganda |
| Summary: | The research that we carried out during the first semester of 2001 had as object the perceptions of advertising message (Sukita refrigerant) by second year high school students, during exhibition and debate in the classroom. The purpose of this study was to verify the relevance of using advertising as a pedagogical tool for discussing a transversal theme (age discrimination). The analysis of the recorded data points to a tendency on the part of the students of spontaneous uncritical manifestation in relation to the "socially authorized" model of the erotic-affective approach indirectly proposed by the advertising message. |
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