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Publication
As representações LGBTI+ na publicidade e a sua aceitação na sociedade portuguesa
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 8.19 MB | Adobe PDF |
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Abstract(s)
A presente investigação compromete-se a contribuir para que exista uma melhor compreensão acerca do modo como as marcas representam as questões LGBTI+ na sua comunicação e que reações obtêm por parte do público. Orienta-se pela seguinte questão de investigação: ‘Estarão os públicos, hoje em dia, recetivos a mensagens publicitárias com referências a vivências/ universos LGBT+ ?” Para lhe responder, são colocadas duas hipóteses: (1) a representação de vivências/universos LGBT na publicidade é geralmente bem aceite pelo público, e (2) a representação de vivências/universos LGBT na publicidade é rejeitada / não é bem aceite pelo público. Com recurso a um inquérito, e através da análise das respostas obtidas, valida-se uma das hipóteses, sendo a outra refutada.
Na última parte do trabalho são discutidos os resultados obtidos bem como as limitações deste estudo, apontando-se sugestões para futuras investigações.
This research is committed to contributing to a better understanding of how brands portray LGBTI+ issues in their communication and what reactions they get from the public. It is guided by the following research question: ‘Are audiences, nowadays, receptive to advertising messages with references to LGBT+ experiences/universes?” To answer this question, two hypotheses are put forward: (1) the representation of LGBT experiences/universes in advertising is generally well accepted by the public, and (2) the representation of LGBT experiences/universes in advertising is rejected/not well accepted by the public. Using a survey, and through the analysis of the answers obtained, one of the hypotheses is validated, whereas the other is refuted. In the last part of the thesis, the results obtained as well as the limitations of this study are discussed, and suggestions for future investigations are pointed out.
This research is committed to contributing to a better understanding of how brands portray LGBTI+ issues in their communication and what reactions they get from the public. It is guided by the following research question: ‘Are audiences, nowadays, receptive to advertising messages with references to LGBT+ experiences/universes?” To answer this question, two hypotheses are put forward: (1) the representation of LGBT experiences/universes in advertising is generally well accepted by the public, and (2) the representation of LGBT experiences/universes in advertising is rejected/not well accepted by the public. Using a survey, and through the analysis of the answers obtained, one of the hypotheses is validated, whereas the other is refuted. In the last part of the thesis, the results obtained as well as the limitations of this study are discussed, and suggestions for future investigations are pointed out.
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Keywords
Homossexualidade Publicidade Emoções Comportamento Sociedade Homosexuality Advertising Emotions Behaviour Society