This 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.
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