出版社：Escola Brasileira de Administração Pública e de Empresas - Fundação Getulio Vargas
摘要：The capitalism system grouth starts from production and consumption in excess. This situation involves serious implications for the future of the planet. That system values image, symbols, fashion, hyper-reality and the exchange value. marketing plays a preponderant role in such context through strategies which increases consumption expectations of different segments in society. That is the case of teenagers with or without purchasing power. considering the importance of critical studies in the Brazilian context, we analyzed these actors’ behavior concerning such aspects and we reflected on the strategies used to motivate consumption. In this sense, we’ve accomplished a qualitative study, using multiple investigation techniques with 15 teenagers who have participated in this study. This investigation revealed teenagers’interests and their vulnerability dealing with marketing strategies of their favourite products. Such verification clears the way towards a wide discussion on this subject.
