Clipping of news on Brazilian Culture, Law and Citizenship
01/10/2013
This article was translated by an automatic translation system, and was therefore not reviewed by people.
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The company treats the activity as educational , but exposes your brand intensively in shows clown Ronald McDonald
Shows commanded by the clown Ronald McDonald in public and private schools - including for infants and children under six years - Alana led the Institute to question the legality of this marketing strategy , which takes advantage of the vulnerability of the child in order to convey your advertising message . The Instituto Alana , who has knowledge of the performance of marketing activities in schools through complaints, sent a representation to the Ministry of Justice and the Ministry of Education , requesting that action be taken immediately to curb the practice within schools .
During concerts , the clown Ronald McDonald interacts with the small bearing logos of McDonald's into the learning environment . The playful environment and the clown represents the brand well exert the function of creating an emotional attachment of children with the cafeteria , what Alana regards as a way to encourage them to become consumers of the products of the company early . The case becomes even more serious because it 's advertising within a learning environment , space shaping values and citizenship , where the child is open to learn and assimilate what is taught . No wonder that 56 % of the population disapproves of advertising in schools , according to the 2011 survey of Datafolha .
In last August , the Institute sent a notification to Alana McDonald's , asking that they be closed within ten days, all activities within educational institutions http://defesa.alana.org.br/post/58420667028 / invasion - of - the - mascot - of - fast-food . With the lack of response from the company , Instituto Alana then made a representation to understand that the " Ronald McDonald Show " affront to protect the rights of the child provided by the Brazilian legislation .
Follow the case :
http://biblioteca.alana.org.br/CriancaConsumo/AcaoJuridica2.aspx?v=1&id=95
About the Institute Alana
Alana The Institute is a non - governmental, non -profit organization that works on several fronts to find ways to honor children transformers , ensuring its full development in an environment of well -being . With innovative designs , ranging from direct action in early childhood education and investment in training of educators to promote discussions to raise awareness of the company , the Instituto Alana has children's future as a top priority . Info : www.alana.org.br
Information for the press :
2PRÓ Communication - alana@2pro.com.br
Source : Instituto Alana
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This article was translated by an automatic translation system, and was therefore not reviewed by people.