{"id":697,"date":"2013-08-16T14:07:00","date_gmt":"2013-08-16T17:07:00","guid":{"rendered":"https:\/\/criancaeconsumo.org.br\/uncategorized\/a-invasao-do-mascote-de-fast-food\/"},"modified":"2022-10-17T14:54:08","modified_gmt":"2022-10-17T17:54:08","slug":"a-invasao-do-mascote-de-fast-food","status":"publish","type":"post","link":"https:\/\/criancaeconsumo.org.br\/noticias\/a-invasao-do-mascote-de-fast-food\/","title":{"rendered":"A invas\u00e3o do mascote de fast-food"},"content":{"rendered":"<p class=\"p1\"><span style=\"line-height: 1.5em;\">Shows comandados pelo palha\u00e7o Ronald McDonald s\u00e3o realizados dentro de escolas p\u00fablicas e privadas, inclusive para beb\u00eas e crian\u00e7as menores de seis anos.<\/span><span style=\"line-height: 1.5em;\">\u00a0<\/span><\/p>\n<p class=\"p3\">Os shows trazem jogos, apresenta\u00e7\u00f5es e outras atividades t\u00edpicas do universo infantil e s\u00e3o promovidos pelo McDonald\u2019s dentro de escolas p\u00fablicas e privadas de educa\u00e7\u00e3o infantil (creches e pr\u00e9-escolas) e ensino fundamental. A empresa trata a atividade como educativa, mas exp\u00f5e intensivamente a sua marca n\u00e3o apenas pela presen\u00e7a e intera\u00e7\u00e3o do palha\u00e7o Ronald McDonald com as crian\u00e7as, mas tamb\u00e9m pelo uso do logo da cadeia de fast food em todos os materiais usados na a\u00e7\u00e3o.<\/p>\n<p class=\"p3\">\u00a0<span>O caso chamou a aten\u00e7\u00e3o do Instituto Alana, que teve conhecimento da realiza\u00e7\u00e3o das a\u00e7\u00f5es de marketing nas escolas por meio de den\u00fancias.<\/span><\/p>\n<p class=\"p3\"><span>Para o Alana, o \u201c<strong>Show do Ronald McDonald<\/strong>\u201d afronta os direitos de prote\u00e7\u00e3o integral da crian\u00e7a previstos pela legisla\u00e7\u00e3o brasileira. Por isso, o Instituto notificou o McDonald\u2019s para que encerre, no prazo de dez dias, todas as suas atividades dentro de institui\u00e7\u00f5es de ensino. O calend\u00e1rio com as apresenta\u00e7\u00f5es do Ronald pode ser visto no site da empresa, na \u00e1rea \u201ccrian\u00e7as\u201d.<\/span><\/p>\n<p class=\"p3\"><span>Segundo pesquisadores do Center For Science in the Public Interest (CSPI), de Washington D.C, o marketing em escolas se tornou um grande neg\u00f3cio para cultivar a fidelidade \u00e0 marca. De acordo com o CSPI, \u201cas empresas percebem que as escolas s\u00e3o um \u00f3timo lugar para atingir as crian\u00e7as, uma vez que quase todos v\u00e3o \u00e0 escola e que gastam uma grande parte das horas em que est\u00e3o acordadas l\u00e1. O marketing nas escolas tamb\u00e9m acrescenta credibilidade \u00e0s atividades de comercializa\u00e7\u00e3o, associando o nome da empresa e do produto com escolas ou professores confi\u00e1veis\u201d.<\/span><\/p>\n<p class=\"p3\"><span><a href=\"http:\/\/defesa.alana.org.br\/denuncie\">Denuncie outros casos de publicidade infantil<\/a>.<\/span><\/p>\n<p class=\"p3\"><span>Acompanhe o caso:\u00a0<\/span><\/p>\n<ul>\n<li><a href=\"http:\/\/biblioteca.alana.org.br\/CriancaConsumo\/AcaoJuridica2.aspx?v=1&amp;id=95\" target=\"_blank\" rel=\"noopener\"><span>Arcos Dourados Com\u00e9rcio de Alimentos Ltda. &#8211; McDonald\u2019s nas Escolas<\/span><\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Shows comandados pelo palha\u00e7o Ronald McDonald s\u00e3o realizados dentro de escolas p\u00fablicas e privadas, inclusive para beb\u00eas e crian\u00e7as menores de seis anos. <\/p>\n","protected":false},"author":28,"featured_media":7050,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_themeisle_gutenberg_block_has_review":false,"footnotes":""},"categories":[127],"tags":[352,86],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.4 - 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