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Abstract(s)
O presente trabalho visa fundamentalmente analisar a representação da figura
do idoso em anúncios publicitários televisivos portugueses. Cada vez mais se verifica
o envelhecimento da população não só em Portugal, mas também pelo resto da
Europa e do globo, significando que vive-se por mais tempo, e com outra qualidade
de vida: melhor acesso a informação, mais interesse pelas evoluções tecnológicas,
mais disponibilidade mental para a vida social e familiar. Os idosos de há uns anos
tinham características diferentes dos idosos de hoje, sendo por isso fundamental
segmentar o público sénior, para também perceber que aspirações e motivações têm,
e para poder comunicar de forma eficaz com este público.
Sendo a televisão ainda um dos principais veículos de informação acessível a
grande parte do público, importa saber de que forma os idosos se comportam perante
este meio de comunicação, como são representados, se essa representação é atual, ou
seja, entender que tipo de público são, e se se identificam com a Publicidade
televisiva. Embora ainda persista a ideia de que a publicidade com e para idosos
significa quase sempre algo ligado à saúde, caminha-se, embora que ainda muito
devagar, para um outro tipo de conceito nesta área.
Algumas marcas já descobriram que o público sénior está cada vez mais
interveniente no que diz respeito ao consumo, a escolhas, sendo também um
influenciador familiar, não pertencendo apenas ao grupo que apenas consome
produtos farmacêuticos; actualmente os idosos são um público que abarca outros
segmentos como o sector alimentar, o turístico, a cultura, a estética, ou seja, não é
propriamente a idade que dita as suas aspirações, mas sim um conjunto de outros
factores que ultrapassam em muito o tempo cronológico.
Contudo esta visão sobre o “novo idoso” pertence ainda a uma minoria de
marcas, sendo por isso necessário despertar para a realidade destes consumidores,
que desejam ser retratados de uma forma mais real e atual nos anúncios publicitários.
This work aims its focus fundamentally on the representation of the elderly figure in Portuguese television commercials. The aging popuiation is a fact, not only in Portugal, but also in all Europe and in the rest of the world, meaning that people live longer, and with other quality of life: better access to information, more interest in technological developments, more mental availability for social and family life. A few years ago elderly persons had different characteristics of today's elderly, and it is vital to target sénior public to also realize their aspirations and motivations, and to be able to communicate effectively with this audience. Television remains one of the main vehicles of information that is accessible to the public and it’s crucial to know how the elderly behave towards this media, understanding what kind of audience is, and if they see themselves on television advertising. Although still persists the idea that advertising for older persons, and with older persons, almost always means something related to health, we can see, though still too slowly, a beginning for another concept in this theme. A few brands have discovered that sénior audience is increasingly intervening with consumption, they influence choices within their family, not only belonging to the group that consumes just pharmaceuticals; now the elderly are an audience that includes other segments such as food, tourism, culture, aesthetics, meaning that is not exactly the age that dictates their aspirations, but a number of other factors that go far beyond the chronological time. However this view in the "new old" still belongs to a minority of brands, so it is necessary to awake to the reality of these consumers, who wish to be portrayed in a more real and current way in commercials advertising.
This work aims its focus fundamentally on the representation of the elderly figure in Portuguese television commercials. The aging popuiation is a fact, not only in Portugal, but also in all Europe and in the rest of the world, meaning that people live longer, and with other quality of life: better access to information, more interest in technological developments, more mental availability for social and family life. A few years ago elderly persons had different characteristics of today's elderly, and it is vital to target sénior public to also realize their aspirations and motivations, and to be able to communicate effectively with this audience. Television remains one of the main vehicles of information that is accessible to the public and it’s crucial to know how the elderly behave towards this media, understanding what kind of audience is, and if they see themselves on television advertising. Although still persists the idea that advertising for older persons, and with older persons, almost always means something related to health, we can see, though still too slowly, a beginning for another concept in this theme. A few brands have discovered that sénior audience is increasingly intervening with consumption, they influence choices within their family, not only belonging to the group that consumes just pharmaceuticals; now the elderly are an audience that includes other segments such as food, tourism, culture, aesthetics, meaning that is not exactly the age that dictates their aspirations, but a number of other factors that go far beyond the chronological time. However this view in the "new old" still belongs to a minority of brands, so it is necessary to awake to the reality of these consumers, who wish to be portrayed in a more real and current way in commercials advertising.
Description
Keywords
Sénior Publicidade Televisão Comunicação Advertising Television Communication