O controle público e a proteção do consumidor perante a publicidade infantil.

Abstract

The changes from the expansion of the industrial revolution in the means of production directly interfered in consumer relations. Formerly, the need defined consumption, currently, consumption creates the need. This new configuration of consumer relations advertising shall perform the function of stimulating desire, defining consumption, originally its role was to inform the public about a certain product. From the social transformation theorized by Zygmunt Bauman, which he called the “consumer society”, the intention to analyze how advertising affects the behavior of human being. According to the author, with the advent of consumer society is not anymore a society of producers, in which the satisfaction was in the promise of security - not the enjoyment of pleasures -, and the society has become a consumer society, in which human relationships are organized similar relationships between consumers and objects of consumption, and anyone can become subject without first turning a commodity attractive. The consumer society is a society that encourages a consumerist life and marginalizes individuals whose cultural options are alternatives. Within this new social and economic context the advertising had to improve, seek new techniques and take advantage of scientific studies promoted by sociologists, anthropologists and psychologists, to fit the new dynamics of business activity. One of the paths found by this advertising is to stimulate children’s consumption, whereas children have great importance in defining spending habits of adults, both in relation to products of interest, as the family itself. It necessary to check what impact these innovations - social, economic and technological - of children, as in the formation of his personality, as the physical and emotional development. The children has less ability to mental toughness, which are already beginning for rules, values and knowledge of the world in which they live and their cognitive capacity yet allows you to establish reciprocal relationships necessary for autonomy. They also have less understanding of reality, because beyond the lowest life experience and less accumulation of knowledge, they does not have the intellectual sophistication to abstract laws (physical and social) that govern this world, to critically evaluate speeches that others do about their. Thus, it is clear that there must be from special protection of the State to children relative to advertising. Accordingly, is Bill No. 5921, 2001, authored by Representative Luiz Carlos Hauly, and Substitute presented by Representative Maria do Carmo Lara, who propose an effective regulation in order to prohibit all marketing communication to children.