Advertising to children in Brazilian families: a critical discourse analysis of reception

This article aims to contribute to the understanding of the reception of advertising to children in Brazilian families. The topic of children's advertising has gained importance in recent years because of the civil movements for regulation by-law of advertising to children in Brazil. In view of the various interests at stake, the matter has been the subject of discussion and controversy. Therefore the objective of this paper is to cooperate to the debate, in order to understand the reception of children's advertising in family dynamics. We chose here the focus in the perspective of mothers and fathers. Four semi-structured interviews for the mothers and fathers of children aged between six and 10 years, conducted in two schools in the Distrito Federal, were analyzed. The category ‘appraisal’ was considered for analysis of positions, behaviors and feelings present in the discourse of the parents. The reflections were guided on Critical Discourse Analysis and reveal that advertising to children has been responsible for a determinate disharmony in the family environment, while at the same time strengthen traditional roles of social actors.

WHEN SAYING IT IS NOT DOING IT - "ALGUMA COISA URGENTEMENTE", A SHORT STORY WRITTEN BY JOAO GILBERTO NOLL

the subject matter of this article is the tale "Alguma coisa urgentemente", written by João Gilberto Noll. The short story has the scenario of the Brazilian military dictatorship and is told from the son’s point of view of a political persecution. The tale shows a slow and progressive degradation of the characters because of the father’s choice. This article aims to make a close reading of the language used not neglecting other important aspects of the short story. The protagonist speaker uses a language sometimes suppressing sometimes catatonic sometimes long-winded. In traditional training history, the protagonist matures undergoing a series of trials to reach financial maturity, ethical or human. In the tale, the road is the reverse, the son goes a long agony of learning (both from the physical and psychological pain), he watch the father dehumanizes and dehumanizes too. We intend to read how this transformation occurs at the level of language.