O Indesejado Superpoder da Invisibilidade: A Publicidade Através do Olhar dos Seniores
DOI:
https://doi.org/10.17231/comsoc.49(2026).6507Palavras-chave:
consumidores mais velhos, publicidade, perceção, representação, estereótiposResumo
Como percecionam os adultos portugueses mais velhos a publicidade e as representações do envelhecimento que esta veicula? Como pode a publicidade ser mais eficaz e inclusiva, tendo em consideração este grupo demográfico? Para explorar estas questões, foram realizadas 25 entrevistas individuais em profundidade com consumidores portugueses com 65 anos ou mais, utilizando uma abordagem qualitativa para compreender as suas experiências e perspetivas. Foi dada particular ênfase à identificação dos significados que a publicidade assume para este público, bem como às mudanças que, na sua perspetiva, se revelam necessárias para a tornar mais eficaz e envolvente, ao mesmo tempo que promove uma representação mais autêntica e respeitadora da idade avançada. Os resultados sugerem uma perceção globalmente negativa da publicidade entre estes seniores, muitos dos quais a evitam ativamente. A publicidade dirigida a seniores é percebida como estando frequentemente associada a práticas enganosas e leva por vezes estes consumidores a sentirem-se invisíveis para as marcas. Acresce que a maioria dos participantes reconhece a existência de uma representação enviesada, negativa e estereotipada dos seniores na publicidade, com a qual não se identifica. Com base nestes resultados e na literatura existente, apresenta-se um conjunto de recomendações práticas para orientar os anunciantes na criação de campanhas mais inclusivas, diversificadas, significativas e eficazes, que estabeleçam uma melhor ligação com os consumidores mais velhos.
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Direitos de Autor (c) 2026 Ana Cristina Antunes, Sandra Miranda
Este trabalho encontra-se publicado com a Licença Internacional Creative Commons Atribuição 4.0.
Os autores são titulares dos direitos de autor, concedendo à revista o direito de primeira publicação. O trabalho é licenciado com uma Licença Creative Commons - Atribuição 4.0 Internacional.
