Não conheci ideologias por querer: entendendo os animes como veículos de propaganda ideológica.

Abstract

In April 2014 was approved the resolution 163/14, in the article 37 of the law nº 8078/1990. It began to be considered as a law the prohibition of publicity and advertising destined to the Child-juvenile people in Brazil. Debates about the restriction of this tenor for children and teenagers has increased among professionals of communication, politicians, NGOs for protection of the end user. Within this critical and social context, the circulation and broadcasting of audiovisual products targeted to this audience in indirect way was affected in Brazil. Belonging to the main affected, the anime as named that became known the japanese cartoons, responsible for huge and interesting cultural and commercial phenomenons through the history of Brazilian pop culture during de 90s and 00s. Over a theoretical evaluation in consulted literature, it was verified that even that much was talked about the influence of publicity in the media, a little bit is talked about the influence of adverting embedded into anime, and that not always there was a clear distinction of advertising. In this way, it was studied about the history and growth of anime industry through the years and built deep observations that differentiate publicity and advertising. After that aiming to understand anime as products of culture difusor of advertising and ideology, and relate such information to the Critical Theory; emphasizing the concepts of Cutural Industry and Semiformation established by Adorno and Horkheimer, combined to theoretical studies the immanent analysis of selected scenes from anime which were official released in Brazil. These scenes are considered remarkable by the audience of anime, through the scenes it was investigated and questioned the type of ideology and advertising transmitted built-in this kind of content. Understanding from all this, the importance of a kind of education more critical, able to form people less susceptible to Semiformation, from discuss of advertising and ideology present in Cultural Industry and his respective products, represented in this work by anime.