Representações sociais da velhice na propaganda em três revistas de circulação nacional

• Ano de defesa: 2017
• Autor(a) principal: Ribeiro, Lucyara Franco
• Orientador(a): Faleiros, Vicente de Paula
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Católica de Brasília
• Programa de Pós-Graduação: Programa Strictu Sensu em Psicologia
• Departamento: Escola de Saúde e Medicina
• País: Brasil
• Palavras-chave em Português: Idosos; Velhice; Marketing; Propaganda; Representações sociais
• Área do conhecimento CNPq: CNPQ::CIENCIAS HUMANAS::PSICOLOGIA
• Link de acesso: https://bdtd.ucb.br:8443/jspui/handle/tede/2362

Data from the Brazilian Institute of Geography and Statistics show that the Brazilian population is aging rapidly. According to WHO's World Health and Aging Report from 2015, the number of people over 60 years old in the country is expected to grow much faster than the world average. While the number of elderly people will increase twice in the world by the year 2050, it will be about triple in Brazil. Therefore this study get started from the question of how this segment is being portrayed in advertisements. Are the elderly present in ads being represented in the context of a Consumer Society, according to stereotypes or with a vision of citizenship and autonomy? The theoretical basis was Serge Moscovici's Theory of Social Representations. This research had a qualitative approach, based on documental analysis of some brazilian magazines, such as Veja (Abril publisher), IstoÉ (publisher 3) and Época (Globo publisher). The design was longitudinal, considering the years 2016 and 2017 (July 2016 to June 2017), making one (1) year of analysis. The analyse included 52 editions of each releasead publication, making 156 periodicals. The research was made using the Bardin (2011) content analysis technique, combined with a visual data analysis of Banks (2009). A total of 1437 advertisements were selected, with the elderly being 89, with 43 being analyzed, excluding repetitions. According to the Theory of Social Representations the discussion of the collected material evidenced an anchorage in images elderly people, in interaction with the family, in the objectification of the sale of products for loss of functionality or health, for adherence to new investment technologies and pension reform. The analysis points to an ambivalent Social Representation of old age in a society in transition in epidemiology, demography and autonomy of the elderly.