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Advisor(s)
Abstract(s)
Esta dissertação tem por objectivo, estudar a relevância das celebridades em
publicidade. A Publicidade tem um papel muito importante na sociedade em que
vivemos. Desde sempre que foi um tema que me despertou muito interesse, assim
como, as estratégias nela inseridas. A presença de celebridades em anúncios
publicitários é uma prática muito comum para promover produtos e marcas. Com
esta investigação tenho por objectivo perceber qual a relevância das celebridades
em anúncios publicitários. Para tal recorri ao uso da escala da autora Roobina
Ohanian que mede a credibilidade, atractividade e perícia destas fontes em
anúncios. Através desta escala conseguimos estudar a interpretação do público à
presença de celebridades na publicidade. O que, através dos estudos aplicados
percebeu-se que a sua presença na publicidade é relevante.
ABSTRACT: The purpose of this study is to evaluate the relevance of celebrities in advertising. Advertising has a very important part in our society. It’s a subject that has always aroused my interest, and so has its strategies. The presence of celebrities in advertisements is a very usual practice to promote brands and products. With this investigation, my intent is to understand what is the relevance of celebrities in advertising. For that we resorted to a Scale from the author Roobina Ohanian that measures the perceived expertise, the trustworthiness and attractiveness of the celebrity endorsers. Through this scale we were able to study the public opinion towards the presence of celebrities in advertisements. Given the studies applied, the statement had become real. Celebrities indeed have a real matter to advertising.
ABSTRACT: The purpose of this study is to evaluate the relevance of celebrities in advertising. Advertising has a very important part in our society. It’s a subject that has always aroused my interest, and so has its strategies. The presence of celebrities in advertisements is a very usual practice to promote brands and products. With this investigation, my intent is to understand what is the relevance of celebrities in advertising. For that we resorted to a Scale from the author Roobina Ohanian that measures the perceived expertise, the trustworthiness and attractiveness of the celebrity endorsers. Through this scale we were able to study the public opinion towards the presence of celebrities in advertisements. Given the studies applied, the statement had become real. Celebrities indeed have a real matter to advertising.
Description
Keywords
Publicidade Celebridades e publicidade Opinião pública Advertising Celebrities and advertising Public opinion towards advertising