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Advisor(s)
Abstract(s)
Nos primeiros meses de confinamento pela pandemia da COVID-19 em 2020 observámos que a publicidade mundial apresentou mudanças estruturais de apelo ao confinamento dos cidadãos, contrário ao habitual apelo comercial à sua mobilidade e à sua interação social destes, em particular por marcas comerciais que, dada a elevada adesão às suas mensagens, transcendem a relação tradicional com os consumidores - as chamadas love brands. A partir desta observação, questionámos se a publicidade das love brands, num contexto de dimensão mundial de combate à pandemia que atravessou a esfera social, política, científica, económica e de saúde pública, ao apelar à alteração de um modus vivendi, desempenhou um papel ativo de mudança social por participar na transformação do mundo em benefício dos cidadãos. Assim, um dos objetivos principais desta investigação foi o de aferir se, neste período, a comunicação destas marcas, ao incorporar este papel transformador, colaborou para uma forma determinada de comunicar, que apelidámos de publicidade humanista. Para tal, propusemo-nos a construção desta abordagem constituída por atributos específicos, que nasce da convicção de que o discurso mediador publicitário entre os cidadãos e os temas estruturantes para o desenvolvimento sustentável, o transforma num discurso publicitário humanista, que se apresentou com uma forma e conteúdo particulares. Foi, assim, finalidade desta tese conceptualizar, pela agregação da teoria estabelecida, à luz dos movimentos sociais e culturais publicitários contemporâneos, esta que consideramos ser uma abordagem publicitária diferenciada – a publicidade humanista. Através de uma grelha de análise própria, cruzámos a teoria proposta com os objetos publicitários da comunicação pandémica, com o propósito de validar o argumento debatível desta tese, onde afirmamos que ‘a publicidade das marcas comerciais love brands, ao persuadir ao confinamento dos cidadãos durante a pandemia pela COVID-19, desempenhou um papel ativo de transformação social que configura uma demonstração de publicidade humanista’. Como resultado, confirmámos que a publicidade das marcas comerciais love brands ao apelar ao confinamento dos cidadãos durante a pandemia pela COVID-19 cumpriu um papel persuasivo de transformação social; comprovámos que esse papel transformador configurou uma demonstração de publicidade humanista; e verificámos que a teoria da publicidade humanista, apresentada e testada nesta tese, se revelou como abrangente, objetiva, relevante e produtiva. Desta forma, esta investigação pretendeu acrescentar conhecimento ao campo científico da teoria da publicidade, cruzando o conceito proposto de publicidade humanista e o conceito consolidado de love brand, aplicados ao contexto particular do confinamento pela COVID-19.
In the first few months of the COVID-19 pandemic lockdown in 2020, we observed that global advertising showed structural changes in its appeal towards the confinement of citizens, contrary to the usual commercial appeal to their mobility and social interaction, particularly by commercial brands that, given the high adherence to their messages, transcend the traditional relationship with consumers - the so-called love brands. Based on this observation, we questioned whether the advertising of love brands, in a global context of fighting the pandemic that has crossed the social, political, scientific, economic and public health spheres, by calling for a change in a modus vivendi, has played an active role in social change by participating in the transformation of the world for the benefit of citizens. Therefore, one of the main objectives of this research was to assess whether, in this period, the communication of these brands, by incorporating this transformative role, contributed to a particular form of communication, which we have called humanist advertising. To this end, we set out to build this approach made up of specific attributes, born of the conviction that the advertising discourse that mediates between citizens and the structuring themes for sustainable development transforms it into a humanist advertising discourse, which has a particular form and content. It was therefore the aim of this thesis to conceptualize, by aggregating established theory in the light of contemporary social and cultural advertising movements, what we consider to be a differentiated advertising approach - the humanistic advertising. Using an analysis grid of our own, we crossed the proposed theory with the advertising objects of pandemic communication, with the aim of validating the debatable argument of this thesis, in which we state that 'the advertising of commercial love brands, by persuading citizens to confine themselves during the COVID-19 pandemic, played an active role in social transformation that constitutes a demonstration of humanist advertising'. As a result, we confirmed that the advertising of love brands, by appealing to the lockdown of citizens during the COVID-19 pandemic, fulfilled a persuasive role of social transformation; we proved that this transformative role constituted a demonstration of humanist advertising; and we verified that the theory of humanist advertising, presented and tested in this thesis, proved to be wide-ranging, objective, relevant and productive. In this way, this research aimed to add knowledge to the scientific field of advertising theory, crossing the proposed concept of humanist advertising and the consolidated concept of love brand, applied to the particular context of the COVID-19 lockdown.
In the first few months of the COVID-19 pandemic lockdown in 2020, we observed that global advertising showed structural changes in its appeal towards the confinement of citizens, contrary to the usual commercial appeal to their mobility and social interaction, particularly by commercial brands that, given the high adherence to their messages, transcend the traditional relationship with consumers - the so-called love brands. Based on this observation, we questioned whether the advertising of love brands, in a global context of fighting the pandemic that has crossed the social, political, scientific, economic and public health spheres, by calling for a change in a modus vivendi, has played an active role in social change by participating in the transformation of the world for the benefit of citizens. Therefore, one of the main objectives of this research was to assess whether, in this period, the communication of these brands, by incorporating this transformative role, contributed to a particular form of communication, which we have called humanist advertising. To this end, we set out to build this approach made up of specific attributes, born of the conviction that the advertising discourse that mediates between citizens and the structuring themes for sustainable development transforms it into a humanist advertising discourse, which has a particular form and content. It was therefore the aim of this thesis to conceptualize, by aggregating established theory in the light of contemporary social and cultural advertising movements, what we consider to be a differentiated advertising approach - the humanistic advertising. Using an analysis grid of our own, we crossed the proposed theory with the advertising objects of pandemic communication, with the aim of validating the debatable argument of this thesis, in which we state that 'the advertising of commercial love brands, by persuading citizens to confine themselves during the COVID-19 pandemic, played an active role in social transformation that constitutes a demonstration of humanist advertising'. As a result, we confirmed that the advertising of love brands, by appealing to the lockdown of citizens during the COVID-19 pandemic, fulfilled a persuasive role of social transformation; we proved that this transformative role constituted a demonstration of humanist advertising; and we verified that the theory of humanist advertising, presented and tested in this thesis, proved to be wide-ranging, objective, relevant and productive. In this way, this research aimed to add knowledge to the scientific field of advertising theory, crossing the proposed concept of humanist advertising and the consolidated concept of love brand, applied to the particular context of the COVID-19 lockdown.
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Keywords
Covid-19 Confinamento Love brand Marca Publicidade humanista Lockdown Brand Humanistic advertising