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I bambini e le marche. "Per vincere, emozionarsi, lievitare nell'aria, perch? hanno un'anima"

Author

Listed:
  • Chiara Mauri
  • Stefania Borghini
  • Emanuele Fiordalisi
  • Elena Cavazzana

Abstract

Da decenni il dibattito sui bambini, la pubblicit? e le marche coinvolge studiosi, operatori politici, responsabili di istituzioni educative e sociali. Nuove indagini ampliano continuamente l?orizzonte di conoscenza e rivelano aspetti inattesi che stimolano la ricerca scientifica a rivedere i paradigmi dominanti e a sviluppare metodi di studio a misura di bambino. In questo articolo gli autori esplorano come i bambini ri-elaborano e commentano la pubblicit? delle marche che amano di pi?. L?analisi empirica di 28 collage realizzati da gruppi di bambini rivela che i bambini hanno una chiara consapevolezza e persino una preferenza per i significati simbolici delle marche e della pubblicit?, aprendo la strada per una riflessione pi? critica sul fenomeno.

Suggested Citation

  • Chiara Mauri & Stefania Borghini & Emanuele Fiordalisi & Elena Cavazzana, 2011. "I bambini e le marche. "Per vincere, emozionarsi, lievitare nell'aria, perch? hanno un'anima"," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2011(2), pages 99-124.
  • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2011-002007
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    Cited by:

    1. Fabrizio Baldassarre & Raffaele Campo, 2014. "L?influenza del brand, del packaging e dei character sulle preferenze dei bambini: confronto tra ortofrutta e altri alimenti," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(2), pages 129-149.

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