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Publication
Publicidade inclusiva para o público infantil: representatividade da criança com deficiência
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Advisor(s)
Abstract(s)
Os consumidores são influenciados pela publicidade cabendo a esta ter
um papel ético e de sensibilização para temas relevantes como o da
inclusão da criança com deficiência na sociedade.
Sendo a dissertação inserida no âmbito do design e da publicidade, entre
os conceitos principais a abordar destaca-se o design inclusivo e o design
de ativismo. O design inclusivo é um território que cada vez mais faz
sentido explorar, designadamente no que diz respeito à inclusão da
pessoa com deficiência e a sua importância para promover uma
sociedade justa e equilibrada.
Foi definido como principal objetivo da dissertação entender se existe
uma correlação entre a exclusão social da criança com deficiência, e a
ausência de representatividade nas campanhas de marcas para o público
infantil, bem como de que forma o design e as marcas, em particular,
podem ser mais éticas e inclusivas.
Cada vez mais se fala na importância da inclusão das minorias na vida em
sociedade, mas ao analisarmos a comunicação das marcas infantis
notamos uma ausência da representatividade dessas mesmas minorias,
nomeadamente da criança com deficiência.
Na presente dissertação será utilizada uma metodologia de base
qualitativa exploratória e quantitativa conclusiva, para que seja possível
determinar possíveis fatores que possam ser significativos da falta
representatividade da criança com deficiência.
Com base nos resultados obtidos, é possível afirmar que a inclusão da
criança com deficiência em campanhas publicitárias para o público
infantil, influencia a respetiva inclusão na sociedade. Os resultados
mostram ainda a relevância do tema para os consumidores e para as
marcas. Apesar de cada vez mais ser um tema pertinente, ainda existem
marcas e empresas que não são inclusivas, nem pretendem ser.
Consumers are influenced by advertising, and it is up to advertising to play an ethical and awareness role for relevant issues such as the inclusion of children with disabilities in society. As the dissertation falls within the scope of design and advertising, inclusive design and activist design are among the main concepts to be addressed. Inclusive design is a territory that makes more and more sense to explore, namely regarding the inclusion of people with disabilities and its importance to promote a fair and balanced society. The main goal of the dissertation was to understand if there is a correlation between the social exclusion of children with disabilities and the lack of representation in brand campaigns for children, and how design, and brands in particular, can be more ethical and inclusive. More and more people talk about the importance of the inclusion of minorities in society, but when we analyze the communication of children's brands we notice a lack of representation of these minorities, namely children with disabilities. In this dissertation, a qualitative exploratory and quantitative conclusive methodology will be used to determine possible factors that may be significant for the lack of representation of children with disabilities. Based on the results obtained, it is possible to state that the inclusion of children with disabilities in advertising campaigns for children influences their inclusion in society. The results also show the relevance of the issue for consumers and brands. Despite being an increasingly pertinent theme, there are still brands and companies that are not inclusive, nor do they intend to be.
Consumers are influenced by advertising, and it is up to advertising to play an ethical and awareness role for relevant issues such as the inclusion of children with disabilities in society. As the dissertation falls within the scope of design and advertising, inclusive design and activist design are among the main concepts to be addressed. Inclusive design is a territory that makes more and more sense to explore, namely regarding the inclusion of people with disabilities and its importance to promote a fair and balanced society. The main goal of the dissertation was to understand if there is a correlation between the social exclusion of children with disabilities and the lack of representation in brand campaigns for children, and how design, and brands in particular, can be more ethical and inclusive. More and more people talk about the importance of the inclusion of minorities in society, but when we analyze the communication of children's brands we notice a lack of representation of these minorities, namely children with disabilities. In this dissertation, a qualitative exploratory and quantitative conclusive methodology will be used to determine possible factors that may be significant for the lack of representation of children with disabilities. Based on the results obtained, it is possible to state that the inclusion of children with disabilities in advertising campaigns for children influences their inclusion in society. The results also show the relevance of the issue for consumers and brands. Despite being an increasingly pertinent theme, there are still brands and companies that are not inclusive, nor do they intend to be.
Description
Keywords
Design inclusivo Design de ativismo Marketing ético Publicidade