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Advisor(s)
Abstract(s)
Esta investigação tem como principal objetivo compreender como as marcas
divulgam certas questões sociais nos seus discursos publicitários, e quais as ferramentas
mais utilizadas.
Em particular, procuramos perceber de que forma a publicidade e as marcas
desportivas se têm aliado para a representação da mulher no desporto e quais ferramentas
do discurso publicitário a que recorrem para divulgarem a mensagem aos consumidores.
Para esta análise, foi selecionada a marca Nike como caso de estudo, e foram
analisadas 5 campanhas da marca, lançadas entre os anos de 2017 e 2020. A escolha da
Nike prendeu-se não só pelo facto de ser uma marca renome no mercado desportivo, mas
também devido à forte aposta fazem em publicidade.
Procuramos, ainda, identificar quais os apelos que, na opinião do público, a marca
recorre para o desenvolvimento das suas campanhas e, por fim, compreender se reflete de
forma positiva questões presentes mais que nunca na nossa sociedade, igualdade de
género e empoderamento feminino.
ABSTRACT: The main objective of this investigation is to understand how brands disclose certain social issues in their advertising speeches, and which tools are most used. In particular, we seek to understand how advertising and sports brands have joined forces to represent women in sport and which advertising discourse tools they use to spread the message to consumers. For this analysis, the Nike brand was selected as a case study, and 5 brand campaigns, launched between 2017 and 2020, were analyzed. Nike was chosen not only because it is a renowned brand in the sports market. but also due to the strong bet they make on advertising. We also seek to identify which appeals, in the public's opinion, the brand uses for the development of its campaigns and, finally, to understand if it reflects in a positive way issues present more than ever in our society, gender equality and female empowerment.
ABSTRACT: The main objective of this investigation is to understand how brands disclose certain social issues in their advertising speeches, and which tools are most used. In particular, we seek to understand how advertising and sports brands have joined forces to represent women in sport and which advertising discourse tools they use to spread the message to consumers. For this analysis, the Nike brand was selected as a case study, and 5 brand campaigns, launched between 2017 and 2020, were analyzed. Nike was chosen not only because it is a renowned brand in the sports market. but also due to the strong bet they make on advertising. We also seek to identify which appeals, in the public's opinion, the brand uses for the development of its campaigns and, finally, to understand if it reflects in a positive way issues present more than ever in our society, gender equality and female empowerment.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Publicidade Igualdade de género Empoderamento feminino Desporto Nike Advertising Gender equality Womens’s empowerment Sports
Citation
Andrade, M.C.D. (2021). A construção do discurso publicitário das marcas na divulgação de questões sociais: A igualdade de género e empoderamento feminino na publicidade - o caso Nike. [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/14248
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social