Analysis of complaints in commercial advertising and the search for the consumer’s well-being

Detalhes bibliográficos
Autor(a) principal: Bevilacqua, Solon
Data de Publicação: 2017
Outros Autores: Medeiros, Cintia Rodrigues de Oliveira
Tipo de documento: Artigo
Idioma: por
Título da fonte: Consumer Behavior Review
Texto Completo: https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/23118
Resumo: Type or paste your advertising operates today in a context of clash of ideas; of collection for freedom of expression and for politically correct results. In this scenario, highlighted by opportunities that seek the consumer's well-being, this research is inserted, which includes the analysis of consumer testimony about commercials judged by the Conselho de Autorregulamentação Publicitária (CONAR). Throughout this work two focus groups were realized, with subsequent analysis of the lexicons, content and correspondences of the testimonies. In all, 24 recent commercials were considered disrespectful and controversial. The considerations indicate that this sample of videos disrespects the consumer (mainly the female audience) with cynicism, sexism, myopia, besides provoking insecurity and consumerism. Therefore, this research contributes to better practices in the quest for consumer quality of life, as well as in the understanding that is possible to conduct commercial advertising with respect, good humor and emotion.
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spelling Analysis of complaints in commercial advertising and the search for the consumer’s well-beingAnálise de denúncias na publicidade comercial e a busca pelo bem estar do consumidorwelfaretransformative consumer researchadvertisingbem estarpesquisa transformativa do consumidorpublicidadeType or paste your advertising operates today in a context of clash of ideas; of collection for freedom of expression and for politically correct results. In this scenario, highlighted by opportunities that seek the consumer's well-being, this research is inserted, which includes the analysis of consumer testimony about commercials judged by the Conselho de Autorregulamentação Publicitária (CONAR). Throughout this work two focus groups were realized, with subsequent analysis of the lexicons, content and correspondences of the testimonies. In all, 24 recent commercials were considered disrespectful and controversial. The considerations indicate that this sample of videos disrespects the consumer (mainly the female audience) with cynicism, sexism, myopia, besides provoking insecurity and consumerism. Therefore, this research contributes to better practices in the quest for consumer quality of life, as well as in the understanding that is possible to conduct commercial advertising with respect, good humor and emotion.A publicidade atua hoje num contexto de choque de ideias; de cobrança por liberdade de expressão e por resultadospoliticamente corretos. Nesse cenário vincado por oportunidades que buscam o bem estar do consumidor, está inserida essa pesquisa, que contempla a análise dos depoimentos de consumidores acerca de comerciais julgados pelo Conselho de Autorregulamentação Publicitária (CONAR). Ao longo deste trabalho foram realizados dois grupos focais, com subsequente análise dos léxicos, do conteúdo e das correspondências dos depoimentos. Ao todo foram relacionados 24 comerciais recentes, considerados desrespeitosos e polêmicos. As considerações indicam que esta amostra de vídeos desrespeita o consumidor (principalmente o público feminino) com cinismo, machismo, miopia, além de provocar insegurança e consumismo. Por conseguinte, esta pesquisa contribui para melhores práticas na busca da qualidade de vida do consumidor, bem como no entendimento de que é possível realizar publicidade comercial, com respeito, bom humor e emoção.Universidade Federal de Pernambuco2017-10-31info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.ufpe.br/revistas/index.php/cbr/article/view/2311810.51359/2526-7884.2017.23118CBR - Consumer Behavior Review; Vol. 1 (2017): Special Edition - Transformative Consumer Research; 80-91CBR - Consumer Behavior Review; v. 1 (2017): Edição Especial - Pesquisa Transformativa do Consumidor; 80-912526-7884reponame:Consumer Behavior Reviewinstname:Universidade Federal de Pernambuco (UFPE)instacron:UFPEporhttps://periodicos.ufpe.br/revistas/index.php/cbr/article/view/23118/25066Copyright (c) 2017 CBR - Consumer Behavior Review - ISSN 2526-7884info:eu-repo/semantics/openAccessBevilacqua, SolonMedeiros, Cintia Rodrigues de Oliveira2023-05-26T02:11:59Zoai:oai.periodicos.ufpe.br:article/23118Revistahttps://periodicos.ufpe.br/revistas/cbrPUBhttps://periodicos.ufpe.br/revistas/cbr/oaicbr@ufpe.br||periodicos.ufpe@ufpe.br2526-78842526-7884opendoar:2023-05-26T02:11:59Consumer Behavior Review - Universidade Federal de Pernambuco (UFPE)false
dc.title.none.fl_str_mv Analysis of complaints in commercial advertising and the search for the consumer’s well-being
Análise de denúncias na publicidade comercial e a busca pelo bem estar do consumidor
title Analysis of complaints in commercial advertising and the search for the consumer’s well-being
spellingShingle Analysis of complaints in commercial advertising and the search for the consumer’s well-being
Bevilacqua, Solon
welfare
transformative consumer research
advertising
bem estar
pesquisa transformativa do consumidor
publicidade
title_short Analysis of complaints in commercial advertising and the search for the consumer’s well-being
title_full Analysis of complaints in commercial advertising and the search for the consumer’s well-being
title_fullStr Analysis of complaints in commercial advertising and the search for the consumer’s well-being
title_full_unstemmed Analysis of complaints in commercial advertising and the search for the consumer’s well-being
title_sort Analysis of complaints in commercial advertising and the search for the consumer’s well-being
author Bevilacqua, Solon
author_facet Bevilacqua, Solon
Medeiros, Cintia Rodrigues de Oliveira
author_role author
author2 Medeiros, Cintia Rodrigues de Oliveira
author2_role author
dc.contributor.author.fl_str_mv Bevilacqua, Solon
Medeiros, Cintia Rodrigues de Oliveira
dc.subject.por.fl_str_mv welfare
transformative consumer research
advertising
bem estar
pesquisa transformativa do consumidor
publicidade
topic welfare
transformative consumer research
advertising
bem estar
pesquisa transformativa do consumidor
publicidade
description Type or paste your advertising operates today in a context of clash of ideas; of collection for freedom of expression and for politically correct results. In this scenario, highlighted by opportunities that seek the consumer's well-being, this research is inserted, which includes the analysis of consumer testimony about commercials judged by the Conselho de Autorregulamentação Publicitária (CONAR). Throughout this work two focus groups were realized, with subsequent analysis of the lexicons, content and correspondences of the testimonies. In all, 24 recent commercials were considered disrespectful and controversial. The considerations indicate that this sample of videos disrespects the consumer (mainly the female audience) with cynicism, sexism, myopia, besides provoking insecurity and consumerism. Therefore, this research contributes to better practices in the quest for consumer quality of life, as well as in the understanding that is possible to conduct commercial advertising with respect, good humor and emotion.
publishDate 2017
dc.date.none.fl_str_mv 2017-10-31
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/23118
10.51359/2526-7884.2017.23118
url https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/23118
identifier_str_mv 10.51359/2526-7884.2017.23118
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/23118/25066
dc.rights.driver.fl_str_mv Copyright (c) 2017 CBR - Consumer Behavior Review - ISSN 2526-7884
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2017 CBR - Consumer Behavior Review - ISSN 2526-7884
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal de Pernambuco
publisher.none.fl_str_mv Universidade Federal de Pernambuco
dc.source.none.fl_str_mv CBR - Consumer Behavior Review; Vol. 1 (2017): Special Edition - Transformative Consumer Research; 80-91
CBR - Consumer Behavior Review; v. 1 (2017): Edição Especial - Pesquisa Transformativa do Consumidor; 80-91
2526-7884
reponame:Consumer Behavior Review
instname:Universidade Federal de Pernambuco (UFPE)
instacron:UFPE
instname_str Universidade Federal de Pernambuco (UFPE)
instacron_str UFPE
institution UFPE
reponame_str Consumer Behavior Review
collection Consumer Behavior Review
repository.name.fl_str_mv Consumer Behavior Review - Universidade Federal de Pernambuco (UFPE)
repository.mail.fl_str_mv cbr@ufpe.br||periodicos.ufpe@ufpe.br
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