"Captive Audience"?: Advertising messages in primary school textbooks
- Autores: Isabel Maria Bernardo Pereira Farinha
- Localización: Mundos sociais: saberes e prácticas, 2008, ISBN 978-972-95945-4-0, pág. 35
- Idioma: portugués
- Enlaces
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Resumen
In-school marketing is a form of advertising in the school space, tied to the role of the child in a consumer society ("Marketing in Schools"- Report on a study conducted for the European Commission. DG XXIV, October 1998). It is also linked with citizenship and consumers' rights. My work focuses on the relationship between advertising images found in Portuguese primary school textbooks (Science and Maths) and product placement, a marketing tool and catalyst of the consumer sphere.
One strand of my research looks at the fit between the type of products/logos abounding in primary school textbooks and the target children (6 to 10 years), analysing the market share of the publishing industries involved. Another focus is the relationship between textbook activities/exercises and brand photographs. I also question (in-depth interviews), the position of players directly or indirectly involved, illustrating the inherent paradoxes: What constitutes a commercial practice? Are advertising images harmful commercial influences or do they have a definite educational content? Are safeguards needed in a world of brands and globalise products? What role does the business sphere play in the world of school?
