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Publication
Contributos do design e da publicidade para a comunicação dos brinquedos sexuais no mercado português
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| 101.11 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Esta dissertação visa analisar a evolução da comunicação de
brinquedos sexuais, focando-se no que é vendido no mercado
português em 2022/2023. Os brinquedos sexuais, atualmente,
começaram a ser anunciados pelo que realmente são,
objetos/dispositivos para aumentar/ facilitar o prazer sexual
durante a masturbação/sexo. Por vezes, são também
publicitados como objetos de empoderamento sexual e
ocasionalmente, são acompanhados de uma parte informativa.
Analisaremos estes padrões de mudança visual e em paralelo,
compreenderemos a mentalidade do mercado português.
Presentemente, com a pandemia, verificou-se que este mercado
alargou e a venda de brinquedos sexuais deixou de ser
exclusiva das Sexshops, passou também a ser feita em lojas de
cosméticos (Sephora e Wells) e farmácias/parafarmácias.
Pretende-se explorar a importância do design de produto,
comunicação e da publicidade na venda de produtos sexuais/de
prazer, sobre a perspetiva da marca, bem como averiguar o
impacto destes na mente dos consumidores. Através da revisão
de literatura e em termos metodológicos, este trabalho de
investigação será aprofundado através da coleta de peças
gráficas. Analisar-se-á, por meio de diagramas/esquemas, qual
está a ser o percurso e como se está a comunicar os brinquedos
sexuais, para os normalizar. Iremos perceber qual é a estratégia/
linguagem de comunicar e informar a população portuguesa
através da publicidade de brinquedos sexuais. A publicidade, para além de ter o objetivo de vender produtos, pode ter um
papel fundamental na educação sexual de uma população.
This dissertation aims to analyse the evolution of sex toy communication, focusing on what is sold in the Portuguese market in 2022/2023. Sex toys, currently, have started to be advertised for what they really are, objects/devices to increase/facilitate sexual pleasure during masturbation/sex. Sometimes, they are also advertised as objects of sexual empowerment and occasionally, they are accompanied by an informative element. We will analyse these patterns of visual change and, in parallel, understand the mentality of the Portuguese market. Currently, with the pandemic, this market has widened, and the sale of sex toys is no longer exclusive to Sex Shops. Now they are also available in cosmetic shops (Sephora and Wells) and pharmacies/parapharmacies. The aim is to explore the importance of product design, communication and advertising in the sale of sex/pleasure products, from the brand's perspective, as well as to investigate their impact on the consumers' mindset. Through the literature review and concerning the methodology, this research will be deepened through the collection of graphic pieces. It will be analysed through diagrams what is being done and how sex toys are being communicated to normalize them. We will understand what the strategy/language of communicating and informing the Portuguese population through sex toy advertising is. Advertising, besides having the objective of selling products, can play a fundamental role in the sexual education of a population.
This dissertation aims to analyse the evolution of sex toy communication, focusing on what is sold in the Portuguese market in 2022/2023. Sex toys, currently, have started to be advertised for what they really are, objects/devices to increase/facilitate sexual pleasure during masturbation/sex. Sometimes, they are also advertised as objects of sexual empowerment and occasionally, they are accompanied by an informative element. We will analyse these patterns of visual change and, in parallel, understand the mentality of the Portuguese market. Currently, with the pandemic, this market has widened, and the sale of sex toys is no longer exclusive to Sex Shops. Now they are also available in cosmetic shops (Sephora and Wells) and pharmacies/parapharmacies. The aim is to explore the importance of product design, communication and advertising in the sale of sex/pleasure products, from the brand's perspective, as well as to investigate their impact on the consumers' mindset. Through the literature review and concerning the methodology, this research will be deepened through the collection of graphic pieces. It will be analysed through diagrams what is being done and how sex toys are being communicated to normalize them. We will understand what the strategy/language of communicating and informing the Portuguese population through sex toy advertising is. Advertising, besides having the objective of selling products, can play a fundamental role in the sexual education of a population.
Description
Keywords
Design de comunicação Publicidade Linguagens Brinquedos sexuais Mercado português