Palavras chave

Alfabetização ética, publicidade, formatos publicitários, Ensino Médio, adolescência, técnicas qualitativas, técnicas quantitativas, tablets

Resumo

Os menores de idade estão expostos diariamente a propagandas polêmicas. A fim de promover a alfabetização ética dos adolescentes, este estudo pesquisa como estimular o conhecimento dos estudantes do Ensino Médio acerca da lei de publicidade e de seu julgamento moral em relação às propagandas. Uma vez que muitos dos formatos de publicidade –principalmente online– surgiu nos últimos anos, 191 estudantes de 12 turmas foram distribuídos, aleatoriamente, em uma destas condições: uso ou não uso de tablets (para aumentar a autenticidade do material de aprendizagem). Os resultados mostram que o desempenho no pós-teste em relação à lei de publicidade dos estudantes que usaram tablet é pior. Quanto ao julgamento moral dos adolescentes sobre os anúncios, a análise revela que o uso da nudez e da beleza feminina são temas polêmicos em ambas as condições, tendo como um dos motivos principais, os efeitos negativos para a autoestima das adolescentes e o desejo de perder peso. Após a análise, o uso do tablet mostrou-se mais eficaz para promover o pensamento crítico em relação à nudez e à beleza feminina nas propagandas. Entretanto, não se encontraram evidências que favoreçam o desenvolvimento de uma atitude crítica em relação à publicidade do álcool. Neste sentido, recomenda-se futuras linhas de pesquisa no contexto da alfabetização publicitária.

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Recebido: 20-12-2016

Revisado: 24-01-2017

Aceite: 13-03-2017

OnlineFirst: 15-05-2017

Data de publicação: 01-07-2017

Tempo de revisão do artigo: 35 dias | Tempo médio de revisão do número 52: 36 dias

Tempo de aceitação do artigo: 83 dias | Tempo médio de aceitação do número 52: 95 dias

Tempo de edição da pré-impressão: 147 dias | Tempo médio de edição pré-impressão do número 52: 160 dias

Tempo de processamento do artigo: 192 dias | Tempo médio de processamento do número 52: 205 dias

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Citas em Web of Science

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https://doi.org/10.1080/02650487.2021.1964227

Citas em Scopus

De Jans, S., Hudders, L., Herrewijn, L., Van Geit, K., Cauberghe, V.. Serious games going beyond the call of duty: Impact of an advertising literacy mini-game platform on adolescents’ motivational outcomes through user experiences, learning outcomes), Cyberpsychology, .

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https://cyberpsychology.eu/article/view/11969

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Adams, B., Schellens, T., & Valcke, M. (2017). Promoting adolescents’ moral advertising literacy in Secondary Education. [Fomentando la alfabetización ética de los adolescentes en publicidad en Educación Secundaria]. Comunicar, 52, 93-103. https://doi.org/10.3916/C52-2017-09

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