Loading...
Publication
Publicidade e consumo de álcool em adolescentes: diagnóstico e intervenção no Centro de Ensino Médio em São Luís - MA
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 3.33 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O trabalho de projeto foi realizado com 29 estudantes de um Centro de Ensino Médio, tendo tido como finalidade: analisar o consumo do álcool por adolescentes e os efeitos da publicidade de cerveja. Foram objetivos do projeto: i) identificar conhecimentos e hábitos de consumo de álcool, em adolescentes; ii) analisar anúncios publicitários a bebidas alcoólicas; iii) avaliar se a intervenção possibilitar desconstruir com os e as adolescentes as estratégias usadas pela mídia de apelo ao consumo de álcool. A fim de conhecer ideias, sentimentos e crenças dos/as participantes sobre o beber, antes e após as intervenções, foi aplicado um questionário com mitos e verdades sobre os efeitos do álcool. A intervenção consistiu num programa de oficinas dirigidas aos/às adolescentes que frequentavam o segundo ano do ensino médio. Para comparar as peças publicitárias de ações e campanhas de prevenção, em formato vídeo, do Ministério da Justiça e da indústria cervejeira foi adaptado o questionário de Alan Vendrame (2010). Foi ainda utilizado um roteiro com perguntas para desconstrução dos anúncios, adaptando o guião de análise de Teixeira et al. (2010). Para identificar a percepção dos/as adolescentes após as intervenções, recorreu-se a rodas de conversa. Os resultados mostraram que os/as participantes possuíam um conhecimento significativo sobre o consumo do álcool, não tinham muito acesso a ações de prevenção sobre a temática, encaravam a publicidade como algo criativo, mas abusiva e machista, utilizando a imagem da mulher para o consumo de um público masculino. Conclui-se que a aplicação de projetos desta natureza, na escola, é premente uma vez que pode contribuir para ampliar sobre o consumo do álcool, desconstruindo as estratégias usadas pela publicidade para o incentivar.
The present project was carried out with 29 students from a High School Center, whose purpose was to analyze the consumption of alcohol by adolescents and the effects of beer advertising. The objectives of the project were: i) to identify knowledge and habits of alcohol consumption in adolescents; ii) analyze advertisements for alcoholic beverages; iii) deconstruct with adolescents the strategies used by the media to call for alcohol consumption. In order to know the participants' ideas, feelings and beliefs about drinking, before and after the interventions, a questionnaire with myths and truths about the effects of alcohol was applied. The intervention consisted of a program of workshops aimed at the adolescents who attended the second year of high school. Alan Vendrame's questionnaire (2010) was adapted to compare the advertising pieces, actions and prevention campaigns, in video format, of the Ministry of Justice and the brewing industry. It was also used a script with questions to deconstruct the ads, adapting the analysis guide by Teixeira et al. (2010). In order to identify the perception of the adolescents after the interventions, talk meetings were used. The results showed that the participants had a significant knowledge about alcohol consumption, did not have much access to prevention actions on the subject, considered advertising as creative but abusive and sexist, using the image of women for improving consumption of a male audience. It is concluded that the implementation of projects of this nature, in school, is urgent since it can contribute to broadening the view on the consumption of alcohol, deconstructing the strategies used by the publicity to encourage it.
The present project was carried out with 29 students from a High School Center, whose purpose was to analyze the consumption of alcohol by adolescents and the effects of beer advertising. The objectives of the project were: i) to identify knowledge and habits of alcohol consumption in adolescents; ii) analyze advertisements for alcoholic beverages; iii) deconstruct with adolescents the strategies used by the media to call for alcohol consumption. In order to know the participants' ideas, feelings and beliefs about drinking, before and after the interventions, a questionnaire with myths and truths about the effects of alcohol was applied. The intervention consisted of a program of workshops aimed at the adolescents who attended the second year of high school. Alan Vendrame's questionnaire (2010) was adapted to compare the advertising pieces, actions and prevention campaigns, in video format, of the Ministry of Justice and the brewing industry. It was also used a script with questions to deconstruct the ads, adapting the analysis guide by Teixeira et al. (2010). In order to identify the perception of the adolescents after the interventions, talk meetings were used. The results showed that the participants had a significant knowledge about alcohol consumption, did not have much access to prevention actions on the subject, considered advertising as creative but abusive and sexist, using the image of women for improving consumption of a male audience. It is concluded that the implementation of projects of this nature, in school, is urgent since it can contribute to broadening the view on the consumption of alcohol, deconstructing the strategies used by the publicity to encourage it.
Description
Keywords
Adolescente Publicidade Consumo de bebidas alcoólicas