As atitudes dos indivíduos com deficiência visual face à televisão e à publicidade televisiva

Abstract

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

Date of Award	13 Apr 2018
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	José Gabriel de Oliveira Andrade Júnior (Supervisor)