Children’s identity subjectivation in publicity cenographies

Abstract

This article discusses the identity of child in advertising directed to children, taking into account the theoretical and methodological conception of the French discourse analysis, which considers the historical conditions of production as intrinsically linked to the discourses that circulate in a given period. For this purpose, it retakes an analysis from 1999 (advertising published in Revista Veja Kid+) and it proposes an analysis of a current advertising (2015) published in Vogue Kids magazine, based on their cenographies. Thus, it is possible to investigate which are new discursive marks and which of them remains with regard to the construction of children’s identity in publicity, by means of a historical approach, which allows locating the prevailing discourses about this identity in the recent history.

Keywords

• Identity
• Child
• Publicity
• Discourse
• Cenographies