TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | THE ATITUDE OF CONSUMERS ABOUT BRANDS THAT CLAIM AGAINST MINORITIES PREJUDICE THROUGH ADVERTISING: A STUDY WITH CONSUMERS AND ADVERTISING THAT INCLUDES LGBT S, POOR AND BLACK | ||||||||||||
| Autor(es): |
GABRIELA SOUZA BRUNO |
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| Colaborador(es): |
MARCUS WILCOX HEMAIS - Orientador |
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| Catalogação: | 10/JAN/2018 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=32626@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=32626@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.32626 | ||||||||||||
| Resumo: | |||||||||||||
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The present study aims at analyzing the attitude of the consumers about advertising commercials that include minorities, among them LGBT s, poor and black. The research was carried out in Rio de Janeiro, with participants of classes A and C aged between eighteen and sixty years. The qualitative and exploratory research was done through the focus group, separating the interviewees between social class and age. That final aim was to evaluate what attitudes and opinions consumers have about the presence of political minorities in TV commercials of Adidas, O Boticário, Coke and Vivara.
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