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Abstract(s)
O aumento da esperança média de vida e a redução do número de nascimentos, tem conduzido a um aumento significativo da população sénior, e apesar de ser conotado como um fenómeno característico dos países desenvolvidos, esta é uma realidade quase universal, que tem assumido particular incidência na Europa.
No entanto, apesar de frequentemente estigmatizada com base em estereótipos negativos, no que diz respeito às suas capacidades físicas e mentais, na atualidade, o perfil dos seniores, sofreu alterações significativas dada a sua disponibilidade de tempo e dinheiro, transformando-o num segmento com um peso significativo no incremento da economia e um target desejável para os media e seus agentes.
Deste modo, por via da alteração do paradigma social; envelhecimento da população e a crescente importância deste segmento para o mercado, é pertinente compreender a relação entre o sénior e a comunicação publicitária. Nesse sentido, o objetivo deste paper é proceder a uma revisão narrativa que permita compreender as principais tendências de pesquisa neste campo. Serão assim examinadas as duas abordagens empíricas relativas a esta temática, a primeira centrada na comunicação publicitária dirigida ao sénior e suas caraterísticas e a segunda a comunicação publicitária do ponto de vista do sénior.
ABSTRACT: The average life expectancy increase and the reducing number of births has led to a significant enlargement of senior population, and despite being connoted as a characteristic phenomenon of developed countries, this is a nearly universal reality, which has assumed a particular focus on Europe. However, although often stigmatized based on negative stereotypes concerning their physical and mental abilities, nowadays, the senior profile, suffered significant changes due to its availability of time and money, transforming it into a segment with a significant increase in the economy, and a desirable target for the media and their agents. Thus, by changing the social paradigm, aging population and the growing importance of this market segment, it is pertinent to understand the relationship between the senior and advertising. Accordingly, the aim of this paper is to undertake a narrative review that allows to understand the main trends of research on this question. Two empirical approaches to this issue will be examined in this paper, the first focused on advertising communication addressed to the senior and their characteristics and the second based on advertising communication from the point of view of the senior.
ABSTRACT: The average life expectancy increase and the reducing number of births has led to a significant enlargement of senior population, and despite being connoted as a characteristic phenomenon of developed countries, this is a nearly universal reality, which has assumed a particular focus on Europe. However, although often stigmatized based on negative stereotypes concerning their physical and mental abilities, nowadays, the senior profile, suffered significant changes due to its availability of time and money, transforming it into a segment with a significant increase in the economy, and a desirable target for the media and their agents. Thus, by changing the social paradigm, aging population and the growing importance of this market segment, it is pertinent to understand the relationship between the senior and advertising. Accordingly, the aim of this paper is to undertake a narrative review that allows to understand the main trends of research on this question. Two empirical approaches to this issue will be examined in this paper, the first focused on advertising communication addressed to the senior and their characteristics and the second based on advertising communication from the point of view of the senior.
Description
Keywords
Seniores Comunicação publicitária Tendências de investigação Advertising communication Senior Research trends
Citation
Teixeira, S.M., Antunes, A.C., & Miranda, S. (2013). A interpretação da comunicação publicitária na perspectiva do segmento sénior: Contributos para a sua compreensão. In 8º CONGRESSO SOPCOM: Comunicação Global, Cultura e Tecnologia: Livro de Atas, Lisboa, Escola Superior de Comunicação Social, 17-19 out 2013, pp. 300-306.