The youth in advertising of social programs of the Government of Espírito Santo
DOI:
https://doi.org/10.1590/Keywords:
Advertising, Social advertising, Youth, Discourse, SociosemioticsAbstract
It analyzes the speeches about youth in advertisements for social programs of the Government of Espírito Santo aimed at vulnerable young people. The corpus brings together launch films of the Ocupação Social and Estado Presente initiatives aired in 2016 and 2020, respectively. It is based on Landowski's sociosemiotics (2017), in dialogue with the concepts of social advertising (SALDANHA, 2018) and counterintuitive and counterstereotypical advertising (LEITE, 2019). It points out that advertisements, as they were designed, act to maintain current dysphoric stereotypes. To be advertising that emancipates citizens, it is necessary to allow young people to enunciate about themselves and, through social publicity in the public interest, to make the population of the State feel that the problems of the group in focus were their own.
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Copyright (c) 2026 Guilherme Paulino Gonçalves, Flávia Mayer dos Santos Souza
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