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Educational Alternatives, Volume 12, 2014

ADVERTISING IMAGES ILLUSTRATING THE CONTENTS OF PRIMARY SCHOOL TEXTBOOKS: THE PORTUGUESE CASE
Isabel Farinha
Pages: 1183-1191
Published: 10 Oct 2014
Views: 2,190
Downloads: 739
Abstract: This paper discusses the relationship between advertising images found in Portuguese primary Natural Science and Maths school textbooks and product placement, an in-school marketing form of advertising, tied to the role of the child in a consumer society. One strand of this research looks at the fit between the type of products/logos abounding in these school textbooks and the target children (six to ten years old), analysing also the market share of the publishing industries involved. Another focus is the relationship between textbook exercises and brand photographs. We evidence in short that, in a world of marks and globalize products, the sources that jointly constitute the market of influence of the children they are after all, dispersed multiple, neutralizing therefore, the effect of the commercialization of the curriculum, in the three-dimensional model of market.
Keywords: in-school marketing, school textbook, product placement, child consumer, captive audience
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