A [de]formação da infância na sociedade de consumo : o merchandising na telenovela Carrossel do SBT
Abstract
Advertising aimed at children has become increasingly present in their everyday life.
Already in early childhood, boys and girls are bombarded every day by advertisements
that intend to seduce them to consume many types of products - toys, clothes, shoes and
food - and brands. Within the context of the cultural industry, advertising becomes
responsible for the disclosure of a way of living and thinking based on extremely
consumerist attitudes, with drastic effects on the formation of the subject in that it makes
damage in their subjectivity and makes it hostage of profit maximization. Thus, this
research aims to investigate the merchandising occurred in Soap Opera "Carrossel" from
television channel SBT based on Critical Theory. Education is essential to seek the
emancipation of individuals, because the right of people to clarify and become subject
endowed with autonomy and criticality would be greater if they could make their
sociocultural inclusion of choices beyond the consumer field.