Advertising and digital games in the daily life of Brazilian and Spanish children: an analysis of the children’s reception

Abstract

Advertising is present in the daily life of everyone, including children, influencing their games and, therefore, their way of understanding and discovering the world. Digital games are not only a way to play typical of children who were born in the digital era, but are also recreational spaces used by the brands to offer pleasure, values and selffulfillment in the shape of advertising messages. This work aims at studying how children receive the commercial content of the games on the Internet by analyzing some interviews that were carried out with Brazilian and Spanish children. The analysis of children’s contexts of different countries has enabled the understanding of the issue in a broader perspective.