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Representación de la infancia en el discurso publicitario en Chile.

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Title: Representación de la infancia en el discurso publicitario en Chile.
Alternate Title: Representation of Childhood in Advertising Discourse in Chile.
Authors: Vergara, Enrique1 enrique.vergara@udp.cl, Vergara, Ana2 ana.vergara@udp.cl
Source: Comunicar. 2012, Vol. 19 Issue 38, p167-174. 8p.
Subject Terms: *Communication education, Advertising & children, Advertising, Middle class
Geographic Terms: Santiago (Chile), Chile
Abstract (English): This paper discusses the main characteristics of advertising discourse in relation to childhood and its engagement with children's view of this stage of life, in line with «new social studies» and critical discourse analysis. This discussion seeks to complement the functionalist perspective of communication studies in the field of advertising content analysis by incorporating a discursive focus, taking into account contextual issues that may condition the interpretation of messages. Firstly, discourse analysis was used as a means of exploring social representations, identifying stereotypes employed in children's advertising in order to establish the possible functions of the message. To contrast these findings, group interviews were conducted with 10 and 11 year-old boys and girls from middle-income families in Santiago, Chile. A comparison of both findings reveals a complex and relational notion of childhood. Children see themselves as burdened by parents, and adulthood as an effective lack of liberty, where the archetypes reveal an image of the adult world as a state of loss with respect to the exercise of creativity, imagination and freedom. These archetypes correlate to children's television output, where a number of shows ridicule the image of adults through irony and parody, presenting them as incompetent in their roles as parents and in their moral authority. [ABSTRACT FROM AUTHOR]
Abstract (Spanish): El artículo analiza las principales características que presenta el discurso de la publicidad respecto de la infancia, y su relación con la perspectiva que los niños tienen de esta etapa de la vida, tomado como referencia los «nuevos estudios sociales» y el análisis crítico de discursos. Con esto, se busca complementar la perspectiva funcionalista de los estudios de comunicación en el ámbito del análisis de contenido, incorporando un enfoque discursivo que considere los aspectos contextuales, que puedan condicionar la interpretación de los mensajes publicitarios. El método utilizado, en una primera etapa, fue el análisis de discurso aplicado a la publicidad infantil, donde se establecieron las funciones posibles del mensaje, con el objetivo de explorar las representaciones sociales e identificar los estereo - tipos utilizados para generar estos spots publicitarios. En una segunda etapa, y para contrastar los hallazgos obtenidos, se realizaron entrevistas grupales a niños y niñas de estrato socio-económico medio de 10 y 11 años, de la ciudad de Santiago de Chile. Al confrontar ambos resultados, se destaca una noción compleja y relacional de infancia. Una visión de sí mismos como niños agobiados por los adultos y de la adultez como ausencia de libertad efectiva, y donde los arquetipos identificados hablan de una imagen del mundo adulto como condición de pérdida respecto del ejercicio de la creatividad, la imaginación y la libertad. Estos arquetipos tienen su correlato en la oferta televisiva infantil, donde en buena parte de sus series, la imagen del adulto es ridiculizada a través de la ironía y la parodia, mostrándolos como poco competentes en sus roles de padres y en su autoridad moral. [ABSTRACT FROM AUTHOR]
Copyright of Comunicar is the property of Oxbridge Publishing House and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Education Research Complete
FullText Links:
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  Data: Representación de la infancia en el discurso publicitario en Chile.
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  Label: Alternate Title
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  Data: Representation of Childhood in Advertising Discourse in Chile.
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  Data: <searchLink fieldCode="AR" term="%22Vergara%2C+Enrique%22">Vergara, Enrique</searchLink><relatesTo>1</relatesTo><i> enrique.vergara@udp.cl</i><br /><searchLink fieldCode="AR" term="%22Vergara%2C+Ana%22">Vergara, Ana</searchLink><relatesTo>2</relatesTo><i> ana.vergara@udp.cl</i>
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  Data: <searchLink fieldCode="JN" term="%22Comunicar%22">Comunicar</searchLink>. 2012, Vol. 19 Issue 38, p167-174. 8p.
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  Data: *<searchLink fieldCode="DE" term="%22Communication+education%22">Communication education</searchLink><br /><searchLink fieldCode="DE" term="%22Advertising+%26+children%22">Advertising & children</searchLink><br /><searchLink fieldCode="DE" term="%22Advertising%22">Advertising</searchLink><br /><searchLink fieldCode="DE" term="%22Middle+class%22">Middle class</searchLink>
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  Data: <searchLink fieldCode="DE" term="%22Santiago+%28Chile%29%22">Santiago (Chile)</searchLink><br /><searchLink fieldCode="DE" term="%22Chile%22">Chile</searchLink>
– Name: Abstract
  Label: Abstract (English)
  Group: Ab
  Data: This paper discusses the main characteristics of advertising discourse in relation to childhood and its engagement with children's view of this stage of life, in line with «new social studies» and critical discourse analysis. This discussion seeks to complement the functionalist perspective of communication studies in the field of advertising content analysis by incorporating a discursive focus, taking into account contextual issues that may condition the interpretation of messages. Firstly, discourse analysis was used as a means of exploring social representations, identifying stereotypes employed in children's advertising in order to establish the possible functions of the message. To contrast these findings, group interviews were conducted with 10 and 11 year-old boys and girls from middle-income families in Santiago, Chile. A comparison of both findings reveals a complex and relational notion of childhood. Children see themselves as burdened by parents, and adulthood as an effective lack of liberty, where the archetypes reveal an image of the adult world as a state of loss with respect to the exercise of creativity, imagination and freedom. These archetypes correlate to children's television output, where a number of shows ridicule the image of adults through irony and parody, presenting them as incompetent in their roles as parents and in their moral authority. [ABSTRACT FROM AUTHOR]
– Name: Abstract
  Label: Abstract (Spanish)
  Group: Ab
  Data: El artículo analiza las principales características que presenta el discurso de la publicidad respecto de la infancia, y su relación con la perspectiva que los niños tienen de esta etapa de la vida, tomado como referencia los «nuevos estudios sociales» y el análisis crítico de discursos. Con esto, se busca complementar la perspectiva funcionalista de los estudios de comunicación en el ámbito del análisis de contenido, incorporando un enfoque discursivo que considere los aspectos contextuales, que puedan condicionar la interpretación de los mensajes publicitarios. El método utilizado, en una primera etapa, fue el análisis de discurso aplicado a la publicidad infantil, donde se establecieron las funciones posibles del mensaje, con el objetivo de explorar las representaciones sociales e identificar los estereo - tipos utilizados para generar estos spots publicitarios. En una segunda etapa, y para contrastar los hallazgos obtenidos, se realizaron entrevistas grupales a niños y niñas de estrato socio-económico medio de 10 y 11 años, de la ciudad de Santiago de Chile. Al confrontar ambos resultados, se destaca una noción compleja y relacional de infancia. Una visión de sí mismos como niños agobiados por los adultos y de la adultez como ausencia de libertad efectiva, y donde los arquetipos identificados hablan de una imagen del mundo adulto como condición de pérdida respecto del ejercicio de la creatividad, la imaginación y la libertad. Estos arquetipos tienen su correlato en la oferta televisiva infantil, donde en buena parte de sus series, la imagen del adulto es ridiculizada a través de la ironía y la parodia, mostrándolos como poco competentes en sus roles de padres y en su autoridad moral. [ABSTRACT FROM AUTHOR]
– Name: AbstractSuppliedCopyright
  Label:
  Group: Ab
  Data: <i>Copyright of Comunicar is the property of Oxbridge Publishing House and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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        Text: Spanish
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        PageCount: 8
        StartPage: 167
    Subjects:
      – SubjectFull: Communication education
        Type: general
      – SubjectFull: Advertising & children
        Type: general
      – SubjectFull: Advertising
        Type: general
      – SubjectFull: Middle class
        Type: general
      – SubjectFull: Santiago (Chile)
        Type: general
      – SubjectFull: Chile
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      – TitleFull: Representación de la infancia en el discurso publicitario en Chile.
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              Text: 2012
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