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Publication
Uma análise sobre a dimensão ética do design e da publicidade na produção audiovisual para o público infantil
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| 1.57 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O design e a publicidade são um elemento motor
fundamental para o desenvolvimento socioeconómico numa
economia de mercado, como é o caso de Portugal.
Constituem, contudo, atividades que podem ter também
sérias consequências para certos grupos sociais mais
vulneráveis, como é o caso das crianças que não tenham
ainda uma suficiente capacidade de discernimento.
Tentaremos compreender este fenómeno focando-nos na
exposição das crianças ao design e à publicidade e à ação
invasiva das marcas. Analisaremos a reação das crianças ao
discurso publicitário e procuraremos responder à questão
principal de saber se o design e a publicidade, quando
dirigidos a crianças, constituem uma realidade aceitável e
se são eticamente viáveis enquanto atividades se não
tomarem em consideração as limitações de discernimento
desse público-alvo. Após uma revisão de literatura sobre
design e publicidade com enfoque no domínio dos produtos
audiovisuais, recorreremos a especialistas e a entrevistas
semiestruturadas como método para recolha de dados. Num
segundo momento e com base nos dados recolhidos,
procederemos a um jogo experimental com crianças (de 7 a
9 anos) com o objetivo de medir e analisar a sua capacidade
de discernimento.
Design and advertising are a fundamental driving element for socio-economic development in a market economy, as is the case in Portugal. They are, however, activities that can also have serious consequences for certain more vulnerable social groups, such as children who do not yet have a sufficient capacity for discernment. We will try to understand this phenomenon by focusing on children's exposure to design and advertising and the invasive action of brands. We will analyze children's reaction to advertising discourse and try to answer the main question of whether design and advertising, when aimed at children, constitute an acceptable reality and whether they are ethically viable as activities if they do not take into consideration children's limited capacity for discernment. After a review of the literature on design and advertising with a focus on the field of audiovisual products, we will resort to specialists and semi-structured interviews as a method for data collection. In a second moment and based on the collected data, we will carry out an experimental game with children (from 7 to 9 years old) with the objective of measuring and analyzing their capacity of discernment.
Design and advertising are a fundamental driving element for socio-economic development in a market economy, as is the case in Portugal. They are, however, activities that can also have serious consequences for certain more vulnerable social groups, such as children who do not yet have a sufficient capacity for discernment. We will try to understand this phenomenon by focusing on children's exposure to design and advertising and the invasive action of brands. We will analyze children's reaction to advertising discourse and try to answer the main question of whether design and advertising, when aimed at children, constitute an acceptable reality and whether they are ethically viable as activities if they do not take into consideration children's limited capacity for discernment. After a review of the literature on design and advertising with a focus on the field of audiovisual products, we will resort to specialists and semi-structured interviews as a method for data collection. In a second moment and based on the collected data, we will carry out an experimental game with children (from 7 to 9 years old) with the objective of measuring and analyzing their capacity of discernment.
Description
Keywords
Design e publicidade Sociedade de consumo Público infantil Ética Discernimento