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Publication
A representação da mulher na publicidade: estudo de perceção e impacto de marcas haute-couture e fast fashion no consumidor feminino
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| 174.88 KB | Adobe PDF |
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Advisor(s)
Abstract(s)
O papel social da mulher passou por mudanças significativas
nas últimas décadas, refletindo-se na forma como esta é
representada na publicidade. Essa representação tem
consequências e efeitos consideráveis sobre o consumidor
feminino, considerado o mais afetado pela globalização e novos
meios de comunicação.
A publicidade, enquanto meio de comunicação, reflete e
molda a forma como percecionamos o mundo, sendo atualmente
considerada um agente de construção social. Esta assume-se
fundamental na comunicação entre marcas e consumidores, pois
para além de promover produtos e serviços, transmite valores e
associações, que permitem que o consumidor crie uma imagem
da marca e atue com base nessa perceção. A presente
investigação propõe assim: (1) Rever de forma abrangente a
temática da representação da mulher: papéis de género,
estereótipos e marketing inclusivo; (2) Analisar as práticas de
comunicação de marcas, mediante um estudo de caso
comparativo entre a Dior e H&M, que representam as categorias
de moda de Haute-Couture e Fast Fashion; (3) Reconhecer a
conexão entre o valor percebido de marca ou categoria, que se
pode gerar a partir da representação, e o comportamento; (4)
Investigar a perceção do consumidor feminino no contexto
contemporâneo português, por meio de entrevistas exploratórias
e um questionário partilhado online, percebendo assim os
fatores de influência, preferências, atitudes e comportamentos
sobre uma indústria conhecida por refletir noções de
feminilidade e masculinidade.
The social role of women has undergone significant changes in recent decades, which is reflected in the way they are represented in advertising. This representation has considerable consequences and effects on the female consumer, who is considered the most affected by globalisation and new media. Advertising, as a form of communication, reflects and moulds the way we perceive the world, and is currently seen as an agent of social construction. It is fundamental in the communication between brands and consumers. Beyond promoting products and services, advertising transmits values and associations, enabling consumers to form a perception of the brand and respond accordingly. This research, therefore, proposes: (1) A comprehensive review of the topic of women's representation: gender roles, stereotypes, and inclusive marketing; (2) Analyse brand communication practices through a comparative case study of Dior and H&M, representing the Haute-Couture and Fast Fashion categories; (3) Recognise the connection between the perceived value of the brand or category, which can be generated from representation, and behaviour; (4) Investigate the perception of the female consumer in the contemporary portuguese context through exploratory interviews and an online questionnaire, thus understanding the influencing factors, preferences, attitudes and behaviours towards an industry known for reflecting notions of femininity and masculinity.
The social role of women has undergone significant changes in recent decades, which is reflected in the way they are represented in advertising. This representation has considerable consequences and effects on the female consumer, who is considered the most affected by globalisation and new media. Advertising, as a form of communication, reflects and moulds the way we perceive the world, and is currently seen as an agent of social construction. It is fundamental in the communication between brands and consumers. Beyond promoting products and services, advertising transmits values and associations, enabling consumers to form a perception of the brand and respond accordingly. This research, therefore, proposes: (1) A comprehensive review of the topic of women's representation: gender roles, stereotypes, and inclusive marketing; (2) Analyse brand communication practices through a comparative case study of Dior and H&M, representing the Haute-Couture and Fast Fashion categories; (3) Recognise the connection between the perceived value of the brand or category, which can be generated from representation, and behaviour; (4) Investigate the perception of the female consumer in the contemporary portuguese context through exploratory interviews and an online questionnaire, thus understanding the influencing factors, preferences, attitudes and behaviours towards an industry known for reflecting notions of femininity and masculinity.
Description
Keywords
Publicidade Representação da mulher Moda Comportamento do consumidor Portugal