Advertising, Education, and Citizenship: Reflections from Educommunicative Practices with Children

Abstract

In this paper, we present an analysis of the feasibility of using advertising as a pedagogical tool to enhance children's advertising literacy skills while reconsidering the lack of social diversity in advertisements. To achieve this goal, we conducted a literature review to discuss the socio-educational perspective of advertising and applied action research assumptions to conduct an educommunicative workshop with children from the city of Cuiabá-MT. The research highlighted the importance of establishing channels of dialogue with children, allowing them to organize, deepen, and express their thoughts about advertising and the underlying themes in this type of communication. Furthermore, it underscored the potential use of advertising as a pedagogical support to foster critical, creative, and civic appropriation skills of advertising.