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espanolEl estudio pretende recoger la mirada infantil sobre la publicidad para comprender que sentido e influencia tiene en la vida de los ninos y en la forma de construir significado a su mundo. Los ninos conviven con mensajes publicitarios, de ahi nuestro interes por recoger su mirada al respecto. Para ello, hemos contado con el apoyo voluntario de 184 ninos de la ciudad de Cali (Colombia) con edades comprendidas entre los 7 y los 12 anos. En esta investigacion se empleo la tecnica de talleres, que combino tres actividades participativas involucrando el dibujo, la escritura y la conversacion espontanea. Los resultados del estudio evidencian como la publicidad se ha asentado silenciosamente en la vida de los ninos generando un imaginario infantil que marca un estilo de vida y una cotidianidad consumista. Terminos afines a la publicidad desde la perspectiva infantil son fama, consumo y marcas. Conceptos que tienen presencia en sus aspiraciones y proyecciones. El estudio recoge lo que el nino imagina sobre el tema de la publicidad y como la apropia invitando a reflexionar sobre el tratamiento y la generacion de practicas educativas que fomenten que los ninos lean e interpreten criticamente los mensajes publicitarios. EnglishThe study aims to collect the children’s perspective on advertising to understand what sense and influence advertising has in the lives of children and how to build meaning in their world. The children live with advertising messages, hence our interest to collect their eyes on it. For this, we have had the voluntary support of 184 children from the city of Cali (Colombia) aged between 7 and 12 years old. This research used the workshop technique, which combined three participatory activities involving drawing, writing and spontaneous conversation. The results of the study show how advertising has settled silently in the lives of children generating a childish imagery that marks a lifestyle and a consumerist every day. Terms related to advertising from the perspective of children with fame, consumption and brands. Concepts that have a presence in their aspirations and projections. The study gathers what the child imagines about advertising and how appropriate it inviting to reflect on the treatment and the generation of educational practices that encourage children to read and critically interpret the advertising messages.

La publicidad con ojos de niño: imaginarios infantiles y construcción crítica de significados