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ABSTRACT<br />
Either advertising or fashion has inherent characteristics of innovation. Both innovate in<br />
media, language, in aesthetics and, always trying to overcome itself, in large and small<br />
details, they create models featured on representations which portray an almost unreal<br />
world, although they stand as an ideal world. Therefore, advertising in its role to format<br />
patterns directly identified with the consumer sometimes becomes irresponsible.<br />
Children, who in recent centuries have passed through deep changes with respect to<br />
their role within the family, now stand as significant social actors, including those<br />
aspects that involve the consumption. We can observe that fashion, in the past produced<br />
and disseminated focusing only on adults, has discovered the potential of children<br />
audience and strives to become present in their lives. Thus, advertising, working<br />
towards advertisers interests, presents the children in various representations. This study<br />
identifies and analyzes the social representation of children in ads of the fashion<br />
magazines Vogue Kids Brazil, media support for advertising campaigns release, which<br />
uses as survey tool content analysis, with qualitative and quantitative techniques. This<br />
work has shown, both through theoretical references and in documentary research with<br />
ads, that there are different typologies of children in today's society and advertising – in<br />
this last case children with an adult role occupies privileged space.<br />
Keywords: advertising communication, social representation, child, fashion, Vogue Kids<br />
Brazil magazine; typology of children; social responsibility.
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