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Advisor(s)
Abstract(s)
A presente dissertação tem como principal objetivo compreender quais as reações, atitudes e necessidades dos indivíduos com deficiência visual no âmbito da sua interação com a televisão e a publicidade televisiva.
Qualquer deficiência acarreta condicionantes na saúde e independência dos indivíduos que sofrem da mesma, que podem ser potencialmente agravados pela incapacidade da sociedade em garantir uma inclusão social apropriada de tais indivíduos. Este estudo foca em particular os cidadãos com deficiência visual, cidadãos estes que se deparam com várias barreiras no realizar das suas atividades diárias, nomeadamente aquando da utilização do meio televisivo. Neste sentido, considera-se essencial refletir sobre formas de contrariar o problema da exclusão social que afeta este grupo. A inovação nos meios de comunicação e a adaptação dos seus conteúdos ao público com deficiência visual pode ser um ponto de partida.
A metodologia qualitativa encontra-se dividida em duas principais etapas: (i) levantamento da amostra, com a caracterização da mesma e com a recolha de informação relativamente à utilização da televisão e ao consumo publicitário televisivo e (ii) realização de um focus group, recorrendo-se à análise de heurísticas persuasivas – ao nível da fonte, da mensagem e do alvo. Os anúncios televisivos utilizados nesta segunda etapa metodológica foram selecionados especificamente tendo em consideração as heurísticas referidas anteriormente. Os participantes neste estudo são indivíduos com deficiência visual utentes da ACAPO (Associação de Cegos e Amblíopes de Portugal), atualmente uma das principais associações que apoia estes indivíduos a nível nacional.
Concluiu-se que a televisão é um dos principais meios de comunicação utilizados pelos participantes no estudo, embora se encontre ainda pouco adaptada às suas necessidades. Foi possível constatar a importância de algumas heurísticas persuasivas na compreensão do conteúdo publicitário, influenciando em determinados casos uma possível intenção de compra.
The main objective of the present dissertation is to understand the reactions, attitudes and needs of the visually impaired consumers regarding their interaction with the television and television advertising. Any disability entails certain health and independence constraints, which can be potentially intensified by the society’s inability to guarantee a proper social inclusion. This study is focused mainly on the visually disabled individuals, which face several barriers while performing daily tasks, such as watching television. In this regard, it is considered imperative to seek solutions in order to counter the problem of social exclusion directly affecting the visually impaired people. Bringing innovation to the media and adapting its content to the visually impaired audience could be an important starting point. The proposed qualitative methodology encompasses two main steps: (i) sample survey that includes definition and characterization of the sample, and data collection and analysis concerning the usage of television and television advertising; and (ii) focus group using a persuasive heuristic analysis – in terms of source, message and target. The set of television advertisements included in the second step of this methodology were specifically selected considering the aforementioned heuristics. All participants on the research are visually impaired and users of ACAPO which is one of the major blind associations in Portugal. The results demonstrate that television is one of the main communication means used by all participants in the present study but this media is still inadequately adapted to the visually impaired consumers. It was also possible to comprehend the importance of persuasive heuristics when understanding the advertisement content, which, in some cases, can impact the purchase intention of the visually impaired consumers.
The main objective of the present dissertation is to understand the reactions, attitudes and needs of the visually impaired consumers regarding their interaction with the television and television advertising. Any disability entails certain health and independence constraints, which can be potentially intensified by the society’s inability to guarantee a proper social inclusion. This study is focused mainly on the visually disabled individuals, which face several barriers while performing daily tasks, such as watching television. In this regard, it is considered imperative to seek solutions in order to counter the problem of social exclusion directly affecting the visually impaired people. Bringing innovation to the media and adapting its content to the visually impaired audience could be an important starting point. The proposed qualitative methodology encompasses two main steps: (i) sample survey that includes definition and characterization of the sample, and data collection and analysis concerning the usage of television and television advertising; and (ii) focus group using a persuasive heuristic analysis – in terms of source, message and target. The set of television advertisements included in the second step of this methodology were specifically selected considering the aforementioned heuristics. All participants on the research are visually impaired and users of ACAPO which is one of the major blind associations in Portugal. The results demonstrate that television is one of the main communication means used by all participants in the present study but this media is still inadequately adapted to the visually impaired consumers. It was also possible to comprehend the importance of persuasive heuristics when understanding the advertisement content, which, in some cases, can impact the purchase intention of the visually impaired consumers.
Description
Keywords
Inclusão social Deficiência visual Comunicação Televisão Publicidade Publicidade televisiva Heurísticas Persuasão Social inclusion Visual impairment Communication Television Advertisement Television advertising Heuristics Persuasion