Porque Sim não é resposta! utilitarian pleasure vs. creative pleasure

Abstract

The analysis of products for children can give us clues to the adult concept or image of childhood, just because of its receiver: the infantile publico Two different points of view of this concept-image emerged in this analysis. The first one satisfies the necessities of the Cultural Industry and the prerogatives of the conservative side of society, carrying an image of a passive child. Passivity is the key to the ideal consumer, that one who smoothly answers the appeal by easy entertainment, direct targets, characterizing this product as a utilitarian pleasure. The second satisfies the yearning of the less conservative classes to an interactive culture that, by principIe, asks a concept-image of an active and capable child: it's a creative pleasure. This paper semioticaly analyzes a song of the second kind to show why we can classify this song in this way and what this classification means.