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Publication
O papel da ética e do green marketing na divulgação publicitária e criação de festivais de música
| Name: | Description: | Size: | Format: | |
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| 203.93 KB | Adobe PDF | |||
| 3.76 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A publicidade consegue criar uma realidade falsa, ganhando a
capacidade de moldar as escolhas e o estilo de vida dos
consumidores. Esta capacidade pode, também, ser utilizada
para alterar as normas éticas ou manipulá-las segundo o
interesse das organizações. Existe uma ligação entre o design,
gestão de design e ética. Por vezes, existem diversas limitações
que os designers enfrentam, fazendo com que eventuais
questões éticas surjam. A ética e a responsabilidade social
apresentam um papel importante quando se desenvolve e cria
um festival de música, estando alinhadas à sua forma de
comunicação e divulgação. Através do método de estudo de
dois festivais de música, Fyre Festival e Boom Festival, esta
investigação tem o intuito de perceber se os consumidores
exigem, ou não, que os festivais de música tomem uma posição
ética nas suas decisões publicitárias e implementem estratégias
de green marketing. Tenciona-se analisar as estratégias
organizacionais de marketing e publicidade e a sua
implementação nestes dois festivais de música. Pretende-se
iniciar com um enquadramento teórico sobre a ética na
publicidade, green marketing e design ativista. A metodologia
de pesquisa será principalmente assente numa pesquisa
descritiva e explicativa bibliográfica e numa pesquisa
documental posteriormente validada através de um inquérito.
Espera-se que desta investigação surja uma resposta para
perceber em que medida as práticas emergentes na publicidade
e na comunicação online têm responsabilidade ética
publicitária quando se promove um festival de música.
Advertising can create a false reality, earning the ability to shape consumers' choices and lifestyles. This ability can also be used to change ethical norms or manipulate them according to the interest of organizations. There is a connection between design, design management and ethics. Sometimes there are several limitations that designers face, causing potential ethical issues to arise. Ethics and social responsibility present an important role when developing and creating a music festival and are aligned with how it is communicated and publicized. Through the method of case study of two music festivals, Fyre Festival and Boom Festival, this research aims to understand whether consumers demand that music festivals take an ethical position in their advertising decisions and whether they implement green marketing strategies. It is aimed to analyse the organizational marketing and advertising strategies and their implementation at these two music festivals. It is intended to start with a theoretical framework on ethics in advertising, green marketing, and activist design. The research methodology will be mainly based on a descriptive and explanatory bibliographic research and on documental research later validated through a survey. It is expected that from this research will emerge an answer to understand to what extent the emerging practices in advertising and online communication have advertising ethical responsibility when promoting a music festival.
Advertising can create a false reality, earning the ability to shape consumers' choices and lifestyles. This ability can also be used to change ethical norms or manipulate them according to the interest of organizations. There is a connection between design, design management and ethics. Sometimes there are several limitations that designers face, causing potential ethical issues to arise. Ethics and social responsibility present an important role when developing and creating a music festival and are aligned with how it is communicated and publicized. Through the method of case study of two music festivals, Fyre Festival and Boom Festival, this research aims to understand whether consumers demand that music festivals take an ethical position in their advertising decisions and whether they implement green marketing strategies. It is aimed to analyse the organizational marketing and advertising strategies and their implementation at these two music festivals. It is intended to start with a theoretical framework on ethics in advertising, green marketing, and activist design. The research methodology will be mainly based on a descriptive and explanatory bibliographic research and on documental research later validated through a survey. It is expected that from this research will emerge an answer to understand to what extent the emerging practices in advertising and online communication have advertising ethical responsibility when promoting a music festival.
Description
Keywords
Green marketing Publicidade Ética Design ativista Festivais de música