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Publication
Mecanismos da publicidade: A persuasão existente nos anúncios de lingerie - um estudo comparativo entre faixas etárias
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Advisor(s)
Abstract(s)
Esta dissertação tem o objetivo de estudar e compreender de que forma é que os mecanismos da publicidade, particularmente a persuasão, atuam na mente das mulheres, no caso entre os 15 e os 25 anos, os 35 e os 45 anos e os 50 e 60 anos, e determinam a sua vontade de compra.
Procuramos perceber se as estratégias persuasivas utilizadas nos anúncios de lingerie são eficazes, a fim de gerar interesse por parte do sexo feminino e, consequentemente, estimular a compra.
Nos dias de hoje, a representação do corpo, em foco o corpo feminino, é utilizada pelos media, especialmente pela publicidade, como um importante estímulo e incitamento ao consumo.
É através do corpo estereotipado e ‘utilizado’ nos anúncios de lingerie que os publicitários transferem para as consumidoras sinais de poder sexual, erotismo, sensualidade, juventude e fantasias do imaginário do público feminino. Tal mecanismo persuasivo é objeto de estudo desta dissertação, que pretende clarificar a veracidade deste facto, mas também diferenciar opiniões de diferentes faixas etárias.
Através do método qualitativo, ou seja, entrevistas, a três grupos femininos focais, cruzamos a informação retida teoricamente com o discurso e perspetiva de cada uma das inquiridas, o que, por fim, nos levou a entender qual é afinal o poder dos estereótipos atuais de beleza e qual o seu domínio na mente das mulheres.
This dissertation aims to study and understand how the advertising mechanisms, particularly persuasion, act in the women’s minds, in this case between 15 to 25 years, 35 to 45 years and 50 to 60 years, and determine their willingness to buy. We seek to understand whether the persuasive strategies used in lingerie ads are effective, in order to generate female interest and thus stimulate the purchase. Nowadays, the representation of the body, in focus the female body, is used by the media, especially by advertising, as an important stimulus and incitement to consumption. It is through the stereotyped body used in the lingerie ads that the advertisers transfer to the consumers’ signs of sexual power, eroticism, sensuality, youth and fantasies of the feminine imagination. Such a persuasive mechanism is the object of study of this dissertation, which seeks not only to clarify the truth of this fact, but also to differentiate opinions from different age groups. Through the qualitative method, that is, interviews with three focal feminine groups, we crossed the theoretically retained information with the discourse and perspective of each one of the respondents, which led us to understand which is actually the power of the current beauty stereotypes and what dominates the women’s minds.
This dissertation aims to study and understand how the advertising mechanisms, particularly persuasion, act in the women’s minds, in this case between 15 to 25 years, 35 to 45 years and 50 to 60 years, and determine their willingness to buy. We seek to understand whether the persuasive strategies used in lingerie ads are effective, in order to generate female interest and thus stimulate the purchase. Nowadays, the representation of the body, in focus the female body, is used by the media, especially by advertising, as an important stimulus and incitement to consumption. It is through the stereotyped body used in the lingerie ads that the advertisers transfer to the consumers’ signs of sexual power, eroticism, sensuality, youth and fantasies of the feminine imagination. Such a persuasive mechanism is the object of study of this dissertation, which seeks not only to clarify the truth of this fact, but also to differentiate opinions from different age groups. Through the qualitative method, that is, interviews with three focal feminine groups, we crossed the theoretically retained information with the discourse and perspective of each one of the respondents, which led us to understand which is actually the power of the current beauty stereotypes and what dominates the women’s minds.
Description
Keywords
Publicidade Mecanismos da publicidade Persuasão Vontade de compra Mulheres Anúncios de lingerie Advertising Advertising mechanisms Persuasion Willingness to buy Women Lingerie ads