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Publication
Os mecanismos publicitários em função da inclusão social e da representação da diversidade: os seus verdadeiros objetivos e impactos perante o consumidor
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Advisor(s)
Abstract(s)
A seguinte dissertação de mestrado tem como objetivo primordial investigar a abordagem publicitária que integra questões de cariz social, nomeadamente a inclusão social e a representação da diversidade. A Dove foi a marca eleita para se aprofundar esta temática, e o seu atual anúncio, que visa promover as loções “body love”, é o protagonista desta investigação. Uma vez que se pretendia perceber se o público identifica verdadeiramente intenções sociais na publicidade comercial com causa, a campanha publicitária em questão foi alvo de uma análise por cerca de 120 pessoas, que responderam a um questionário desenvolvido através da ferramenta Google Forms. Através dos dados alcançados, pôde concluir-se que a amostra selecionada consegue identificar intenções sociais nas ações publicitárias desenvolvidas pela Dove, ainda que não descarte o facto de se tratar também de uma estratégia comercial.
The following master's thesis aims to investigate the advertising approach that integrates social issues, namely social inclusion and the representation of diversity. Dove was the brand chosen to delve into this theme, and its current ad, which aims to promote "body love" lotions, is the protagonist of this research. Since we wanted to understand whether the public truly identifies social intentions in the commercial advertising with cause, the advertising campaign in question was analyzed by about 120 people, who answered a questionnaire developed through the Google Forms tool. Through the data obtained, we could conclude that the selected sample can identify social intentions in the advertising actions developed by Dove, although it does not rule out the fact that it is also a commercial strategy.
The following master's thesis aims to investigate the advertising approach that integrates social issues, namely social inclusion and the representation of diversity. Dove was the brand chosen to delve into this theme, and its current ad, which aims to promote "body love" lotions, is the protagonist of this research. Since we wanted to understand whether the public truly identifies social intentions in the commercial advertising with cause, the advertising campaign in question was analyzed by about 120 people, who answered a questionnaire developed through the Google Forms tool. Through the data obtained, we could conclude that the selected sample can identify social intentions in the advertising actions developed by Dove, although it does not rule out the fact that it is also a commercial strategy.
Description
Keywords
Publicidade comercial com causa Inclusão social e representação da diversidade Dove Intenções sociais Estratégia comercial Cause-based commercial advertising Social inclusion and diversity representation Social intentions Commercial strategy