The Influence of Marketing on Female Children Erotization

Abstract

This theoretical-empirical article addresses the premature erotization of children. The objective is to analyze the influence of marketing actions that make use of erotic or sensual appeals to stimulate purchase, influence opinion, build images or sell products for children. Triangulation of qualitative methods was used to develop the research corpus that encompasses data on the supply side and also on the demand for children’s products. Results show that products with erotic connotation, such as high heels and makeup kits for children, are found in websites. Similarly, other products such as filled bras and short skirts are offered to the public inside the stores. Children’s drawings show makeup, high heels, short skirts and blouses, tight pants, clothing brands and stores, shopping bags and jewelry, which were also observed in children’s parties and events. The contribution of this research is to link marketing actions and their consequences for society, using knowledge as a means of empowerment for the consumer.