Possibilities to reflect on practices for conscious consumption in advertising training

Abstract

Training young citizens for a changing world, with a view to applying teaching practices that allow reflections on conscious consumption, is a complex task. And, if we add advertising training to this equation, in which these young people will not only be recipients but also producers of the brands' discourse, this task also becomes fundamental. In this article we propose a look at this training instance, tensioning both the profile of young advertising professionals and the teaching challenges, with a view to social responsibility and environmental awareness. To do this, we cross-referenced some results of the master's research, on the reconfigurations of the professional profile in the advertising area, with other investigations resulting from doctoral research, on teacher training and pedagogical practices, to answer the question: How to approach conscious consumption in advertising training? We then realized that the current characteristics of young advertising students strengthen the debate for conscious consumption in the classroom and challenge teachers to rethink their practices, updating content and cases presented in the disciplines, as well as using new teaching methodologies.

Keywords: Young people; Teaching; Teaching; Conscious consumption; Advertising.