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.
Date of Award | 9 Sept 2016 |
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Original language | Portuguese |
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Awarding Institution | - Universidade Católica Portuguesa
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Supervisor | Catarina Duff Burnay (Supervisor) |
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- Advertising
- Television
- Communication
- Mestrado em Ciências da Comunicação
Representação da imagem sénior em anúncios publicitários televisivos portugueses
Braz, F. S. B. (Student). 9 Sept 2016
Student thesis: Master's Thesis