2020-10-092020-10-092010-06CAMÕES, Luciane de Sena; BRÍCIO, Vilma. O mundo cor de rosa: as representações de gêneros nas propagandas da Hello Kitty. Margens, online, v. 6, n. 7, p. 351-365, jun. 2010. DOI: http://dx.doi.org/10.18542/rmi.v6i7.2829. Disponível em: http://repositorio.ufpa.br/jspui/handle/2011/12732. Acesso em:.1982-5374https://repositorio.ufpa.br/handle/2011/12732This article is a part of the research themed “The pink world: the gender representation in the Hello Kitty’s propagandas” which had the main objective problematize, specifically the “Hello Kitty Scholl”, as a trademark to little girls. The analyses of the propaganda showed that the children representation oscillate between the consume of the products and the transmission of pattern considered proper to girl, which emphasizes the erotization of the body, because they evidenciate attributes considered feminine, like the preoccupation with the beauty, with the body, with the clothes, of being updated with last fashion tendencies, which is reinforced by the presence of the pink color marking the sentimentalism and the emotions of the girls. The media by its predomination in social and cultural fields needs to be debated in a way the adult and children reflect about their childhood and gender meanings in its transmitted.Acesso Abertohttp://creativecommons.org/licenses/by-nc-nd/3.0/br/MídiaPublicidadeRepresentaçãoInfânciaGêneroMediaPublicityRepresentionChildhoodGenderArtigo de Periódico10.18542/rmi.v6i7.2829