IT IS, BUT IT SEEMS NOT TO BE

THE IMPLICIT ADVERTISING DISCOURSE IN VIDEOS DIRECTED TO CHILDREN

Abstract

This article aims to analyze the experience advertising diluted in vídeos directed to children, having as the main theoretical and methodogical source the Discourse Semiolinguistic Theory, by Patrick Charaudeau, specially the concepts of the social and discursive subjects, the linguistic act as a role playing and the communication contract. It was selected a video from the kids’ Youtube channel Maria Clara e JP, considering wether it is an advertising abusive practice (an advertisement of a toy). It is dealt with the concepts related to the psycho-social-cognitive construction of the child as the subject to whom the video is oriented, in their relation to the environment and the importance of the toys for their growth, as well as legal marks are examined in other to identify how advertiding practices are regulated. The research hypothesis is that there would be a double implicitation movement in this kind of advertising discourse construction. The results show that there are gaps in hypermedia advertising regulation, which allows the companies to be under the radar of law.