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Publication
Os anúncios publicitários pelos olhos dos grupos minoritários: mulheres, negros e LGBTQ+
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.03 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
Quando as empresas utilizam pessoas para representar a marca, a maioria delas não refletem a
sociedade no seu todo. Existem estereótipos bastante enraizados na mente das organizações que
precisam de uma mudança. Não são apenas brancos, mulheres magras e heterossexuais que
existem e isso deveria transparecer nas campanhas publicitárias. O presente estudo visa
entender a perceção das mulheres, dos negros e da comunidade LGBTQ+ relativamente aos
anúncios publicitários. Com a utilização do método qualitativo, 18 indivíduos foram divididos
em 3 focus group para que se entenda o seu ponto de vista e se estes se sentem representados
na publicidade. Os resultados obtidos através do software Leximancer, demonstraram que estes
focus group não se sentem representados e que gostariam de ver a realidade da sociedade
transmitida na publicidade.
When companies use people to represent the brand, most of them don’t reflect society as a whole. There are stereotypes deeply rooted in the minds of organizations that need to be changed. It’s not just whites, thin women, and heterosexuals that exist and that should be reflected in advertising campaigns. This study aims to understand the perception of women, blacks, and the LGBTQ+ community concerning advertisements. Using the qualitative method, 18 individuals were divided into 3 focus groups to understand their point of view and whether they feel represented or not in advertising. The results obtained through the Leximancer software demonstrated that these focus groups don’t feel represented and that they would like to see the reality of society transmitted in advertising.
When companies use people to represent the brand, most of them don’t reflect society as a whole. There are stereotypes deeply rooted in the minds of organizations that need to be changed. It’s not just whites, thin women, and heterosexuals that exist and that should be reflected in advertising campaigns. This study aims to understand the perception of women, blacks, and the LGBTQ+ community concerning advertisements. Using the qualitative method, 18 individuals were divided into 3 focus groups to understand their point of view and whether they feel represented or not in advertising. The results obtained through the Leximancer software demonstrated that these focus groups don’t feel represented and that they would like to see the reality of society transmitted in advertising.
Description
Keywords
Diversidade Representatividade Publicidade Minorias Perceção do Consumidor