A interpretação da comunicação publicitária na perspetiva do segmento sénior: contributo para a sua compreensão

Sandra Marina V. Teixeira, Ana Cristina Antunes, Sandra Miranda

Resumo


O aumento da esperança média de vida e a redução do
número de nascimentos, tem conduzido a um aumento
significativo da população sénior, e apesar de ser
conotado como um fenómeno característico dos países
desenvolvidos, esta é uma realidade quase universal, que
tem assumido particular incidência na Europa.
No entanto, apesar de frequentemente estigmatizada com
base em estereótipos negativos, no que diz respeito às
suas capacidades físicas e mentais, na atualidade, o perfil
dos seniores, sofreu alterações significativas dada a sua
disponibilidade de tempo e dinheiro, transformando-o
num segmento com um peso significativo no incremento
da economia e um target desejável para os media e seus
agentes.
Deste modo, por via da alteração do paradigma
social; envelhecimento da população e a crescente
importância deste segmento para o mercado, é pertinente
compreender a relação entre o sénior e a comunicação
publicitária. Nesse sentido, o objetivo deste paper
é proceder a uma revisão narrativa que permita
compreender as principais tendências de pesquisa neste
campo. Serão assim examinadas as duas abordagens
empíricas relativas a esta temática, a primeira centrada
na comunicação publicitária dirigida ao sénior e suas
caraterísticas e a segunda a comunicação publicitária do
ponto de vista do sénior.


Palavras-chave


sénior; comunicação publicitária; tendências de investigação

Texto Completo:

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