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A influência dos apelos racionais e emocionais na publicidade televisiva
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| 1.74 MB | Adobe PDF |
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Abstract(s)
Devido a relevância da publicidade televisiva como um meio de comunicação entre uma determinada empresa e o telespectador, torna-se crucial abordar uma questão que pode trazer grandes benefícios para ambos.
Além de apresentar produtos e serviços, a publicidade também pode influenciar os indivíduos por meio da sua capacidade de persuasão e, assim, atrair um grande número de consumidores.
Entre as inúmeras ferramentas de persuasão, considerei os apelos racionais e emocionais, que são utilizados há anos a partir da retórica de Aristóteles (logos e pathos), mas que mostram ainda serem eficazes nos dias de hoje.
Neste contexto, pretende-se saber qual destes dois apelos exercem maior influência no telespectador.
Baseado em uma bibliografia composta por livros, dissertações e artigos científicos foi possível compreender os temas que envolvem este estudo e utilizar uma metodologia capaz de responder as hipóteses e ao objetivo geral.
Este estudo permitiu concluir que ambos os apelos racionais e emocionais exercem alguma influência sobre os telespectadores e podem ser consideradas ótimas ferramentas de persuasão. No entanto, também concluiu-se que os apelos emocionais influenciam mais do que os apelos racionais nas publicidades televisivas.
Acredita-se que este estudo será de suma importância para aqueles que buscam entender e aprofundar-se um pouco mais sobre esta temática. Além disso, os resultados poderão ser úteis para futuras pesquisas e para os setores de marketing das empresas, na medida em fornece dados que proporcionam um melhor entendimento destas duas ferramentas de persuasão, permitindo desse modo, definir estratégias de marketing mais eficazes e assim posicionarem-se num mercado com uma vantagem frente a concorrência. Por se tratar de uma amostra por conveniência, este estudo limita-se a uma compreensão do universo em que está inserido, mas que não pode ser considerado como uma verdade absoluta. Portanto, recomenda-se que, em pesquisas futuras, sejam consideradas amostras probabilísticas com maior abrangência. Além disso, aconselha-se também considerar uma análise bilateral e a comparação das concordâncias sobre os apelos racionais e emocionais com os dados sociodemográficos.
Given the importance of television advertising as means of communication between a company and the viewer, it is crucial to address an issue that can bring great benefits to both. In addition to presenting products and services, advertising can also influence individuals through their ability to persuade and then attract large numbers of consumers. Among many tools of persuasion, I have considered the rational and emotional appeals, created years ago from the rhetoric of Aristotle (logos and pathos), but which still prove to be effective today. In this context, it is intended to know which of these two appeals exert greater influence on the viewer. Sustained on a bibliography composed of books, dissertations and scientific articles, it was possible to understand the themes involved in this study and use a methodology capable of answering the hypotheses and the general objective. This study concludes that both rational and emotional appeals exert some influence on the viewers and can be considered excellent tools of persuasion. However, it has also been concluded that emotional appeals influence more than rational appeals in television advertisements. It is believed that this study will contribute to the deepening and greater knowledge of this area. In addition, the results may be useful for future researches and marketing sectors of companies by providing data that allows a better understanding of these two tools of persuasion, allowing to define more effective marketing strategies against the competitors. This is a convenience sampling method, so this study is limited to an understanding of the universe in which it is inserted, but which cannot be accurately considered. Therefore, it is recommended that future probabilistic samples should be considered. In addition, it is also advisable to consider a bilateral analysis and the comparison of the concordances on the rational and emotional appeals with the sociodemographic data.
Given the importance of television advertising as means of communication between a company and the viewer, it is crucial to address an issue that can bring great benefits to both. In addition to presenting products and services, advertising can also influence individuals through their ability to persuade and then attract large numbers of consumers. Among many tools of persuasion, I have considered the rational and emotional appeals, created years ago from the rhetoric of Aristotle (logos and pathos), but which still prove to be effective today. In this context, it is intended to know which of these two appeals exert greater influence on the viewer. Sustained on a bibliography composed of books, dissertations and scientific articles, it was possible to understand the themes involved in this study and use a methodology capable of answering the hypotheses and the general objective. This study concludes that both rational and emotional appeals exert some influence on the viewers and can be considered excellent tools of persuasion. However, it has also been concluded that emotional appeals influence more than rational appeals in television advertisements. It is believed that this study will contribute to the deepening and greater knowledge of this area. In addition, the results may be useful for future researches and marketing sectors of companies by providing data that allows a better understanding of these two tools of persuasion, allowing to define more effective marketing strategies against the competitors. This is a convenience sampling method, so this study is limited to an understanding of the universe in which it is inserted, but which cannot be accurately considered. Therefore, it is recommended that future probabilistic samples should be considered. In addition, it is also advisable to consider a bilateral analysis and the comparison of the concordances on the rational and emotional appeals with the sociodemographic data.
Description
Keywords
Comunicação Publicidade televisiva Storytelling Apelos Racionais e Emocionais