Loading...
Publication
Planeamento de campanha publicitária informativa e educacional para mulheres portuguesas sobre a interrupção voluntária de gravidez
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 4.38 MB | Adobe PDF |
Authors
Abstract(s)
Em Portugal, desde a promulgação da Lei nº 16/2007, as
mulheres passaram a ter a liberdade de decidir sobre o seu
próprio corpo, nomeadamente no que diz respeito à
Interrupção Voluntária da Gravidez. No entanto, é importante
compreender as carências informativas e as necessidades das
mulheres face a este processo biológico e orgânico, que
ocorre de forma íntima e incontrolável. Neste contexto, surge
a necessidade de planeamento de uma campanha publicitária
informativa e educativa sobre a Interrupção Voluntária da
Gravidez, direcionada às mulheres portuguesas, em idade
reprodutiva (entre os 16 e os 49 anos). O enquadramento
teórico deste estudo engloba várias temáticas essenciais,
como a dimensão histórica da mulher em Portugal, a
representação feminina durante e após a ditadura, tanto na
literatura como na pintura, bem como a análise da Interrupção
Voluntária da Gravidez. Para além disso, foi abordada a
temática da publicidade, o público-alvo e as características
das diferentes gerações e os tipos de mídia. Foi realizada uma
pesquisa através de um inquérito por questionário, com o
objetivo de perceber de que forma as mulheres se sentem
relativamente à informação disponível sobre os
procedimentos de Interrupção Voluntária da Gravidez.
Através da definição dos objetivos de marketing,
comunicação e mídia foi delineada uma estratégia capaz de
adequar a mensagem ao público-alvo.
In Portugal, since the enactment of Law no. 16/2007, women have gained the freedom to make decisions about their own bodies, particularly with regard to Voluntary Termination of Pregnancy. However, it is important to understand the informational gaps and the needs of women regarding this biological and organic process, which takes place intimately and uncontrollably. In this context, the need arises to plan an informative and educational advertising campaign about Voluntary Termination of Pregnancy, aimed at portuguese women of reproductive age (between 16 and 49 years old). The theoretical framework of this study encompasses several essential themes, such as the historical dimension of women in Portugal, the representation of women during and after the dictatorship, both in literature and in painting, as well as an analysis of Voluntary Termination of Pregnancy. Furthermore, the study addressed the theme of advertising, the target audience, the characteristics of different generations, and the types of media. A survey was conducted using a questionnaire with the aim of understanding how women feel about the information available regarding Voluntary Termination of Pregnancy procedures. Through the definition of marketing, communication, and media objectives, a strategy was developed to tailor the message to the target audience.
In Portugal, since the enactment of Law no. 16/2007, women have gained the freedom to make decisions about their own bodies, particularly with regard to Voluntary Termination of Pregnancy. However, it is important to understand the informational gaps and the needs of women regarding this biological and organic process, which takes place intimately and uncontrollably. In this context, the need arises to plan an informative and educational advertising campaign about Voluntary Termination of Pregnancy, aimed at portuguese women of reproductive age (between 16 and 49 years old). The theoretical framework of this study encompasses several essential themes, such as the historical dimension of women in Portugal, the representation of women during and after the dictatorship, both in literature and in painting, as well as an analysis of Voluntary Termination of Pregnancy. Furthermore, the study addressed the theme of advertising, the target audience, the characteristics of different generations, and the types of media. A survey was conducted using a questionnaire with the aim of understanding how women feel about the information available regarding Voluntary Termination of Pregnancy procedures. Through the definition of marketing, communication, and media objectives, a strategy was developed to tailor the message to the target audience.
Description
Keywords
Planeamento de campanha publicitária Informação Educação Interrupção voluntária da gravidez Mulheres portuguesas