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Publication
Tendências, sustentabilidade e Geração Z: contributos para a comunicação publicitária no setor da maquilhagem em Portugal
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| 14.07 MB | Adobe PDF |
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Abstract(s)
A presente dissertação tem como intuito a investigação e
análise dos contributos para a comunicação publicitária do setor
da maquilhagem em Portugal relacionados com as tendências,
sustentabilidade e a Geração Z, de forma a contribuir para a
inovação no setor. Neste sentido, pretende-se concluir quais são
os contributos da tendência sustentabilidade para a
comunicação estratégica de maquilhagem para a Gen Z. Desta
forma, foi tido por base o conhecimento partilhado de autores
como Kotler (2010), de Ferreira et al. (2000) e Vezzoli (2018)
no que concerne aos conceitos de estratégia, publicidade e
sustentabilidade no design, respetivamente. A pesquisa
qualitativa foi realizada a partir de vários métodos, no caso,
desk research acerca da Geração Z, sustentabilidade e
publicidade; entrevistas a um membro representativo da
Geração Z, dos profissionais de maquilhagem e dos diretores
criativos de publicidade e ainda a realização de um relatório de
coolhunting, tendo em vista a análise de possíveis tendências e
inovações no setor. Este estudo permitiu a identificação de
insights estratégicos de sucesso na adaptação da comunicação
do setor à sustentabilidade, concluindo que este fator é um dos
aspetos principais a ter em conta no futuro e a comunicação
deve ser coesa e coerente neste sentido de forma a responder às
necessidades da geração em questão.
This dissertation aims to investigate and analyze the contributions to the advertising communication of the make-up sector in Portugal, related to trends, sustainability, and Generation Z, to contribute to innovation in this sector. Regarding its purpose is to conclude what are the contributions of the ‘sustainability’ trend to the strategic communication of make-up for Gen. Therefore, the basis of this research was the shared knowledge of authors like Kotler (2010), Ferreira et al. (2000) and Vezzoli (2018) regarding the concepts of strategy, advertising, and sustainability in design, respectively. The qualitative research was done by using various methods, in this case, desk research about Generation Z, sustainability and advertising; interviews with a representative member of Generation Z, professional make-up artists and advertising creative directors, and the preparation of a coolhunting report, in order to analyze possible trends and innovations in the make-up sector. This study allowed the identification of successful strategic insights in adapting the sector's communication to sustainability, concluding that this factor is one of the main aspects to be considered in the future and communication must be cohesive and coherent in this matter to respond to the needs of the Generation Z.
This dissertation aims to investigate and analyze the contributions to the advertising communication of the make-up sector in Portugal, related to trends, sustainability, and Generation Z, to contribute to innovation in this sector. Regarding its purpose is to conclude what are the contributions of the ‘sustainability’ trend to the strategic communication of make-up for Gen. Therefore, the basis of this research was the shared knowledge of authors like Kotler (2010), Ferreira et al. (2000) and Vezzoli (2018) regarding the concepts of strategy, advertising, and sustainability in design, respectively. The qualitative research was done by using various methods, in this case, desk research about Generation Z, sustainability and advertising; interviews with a representative member of Generation Z, professional make-up artists and advertising creative directors, and the preparation of a coolhunting report, in order to analyze possible trends and innovations in the make-up sector. This study allowed the identification of successful strategic insights in adapting the sector's communication to sustainability, concluding that this factor is one of the main aspects to be considered in the future and communication must be cohesive and coherent in this matter to respond to the needs of the Generation Z.
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Keywords
Publicidade Inovações estratégicas Sustentabilidade Maquilhagem