Vovó moderninha: a participação e o papel do idoso na publicidade
This monograph focuses on the figure of the elderly as a user of service technologies through internet access, who seek, through interactive services, to obtain convenience, leisure and well-being, being part of a consumer class of technologies and related services to it, which thus allows autonomy...
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| Formato: | bachelorThesis |
| Idioma: | pt_BR |
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Universidade Federal do Rio Grande do Norte
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| Endereço do item: | https://repositorio.ufrn.br/handle/123456789/34466 |
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| Resumo: | This monograph focuses on the figure of the elderly as a user of service technologies through internet access, who seek, through interactive services, to obtain convenience, leisure and well-being, being part of a consumer class of technologies and related services to it, which thus allows autonomy and its inclusion in the digital environment. The participation of these elderly people in advertising related to technology makes this consumer class feel valued by the market and thus have a greater participation in this medium. The main objective of this research was to understand how commercials represent the elderly as an active subject and consumer. The research carried out also aims to contribute to the way we see the elderly in the present moment in which we are experiencing constant changes in the way of life due to the use of technologies and to contribute in a social way so that the elderly is represented as they really should be, a active and autonomous individual able to make use of tools and services linked to technology, which in some way can bring them quality of life, comfort and finally well-being. To achieve the objectives proposed by the research, a qualitative research was carried out, through interviews with a questionnaire board. Through the questionnaire, it was found that, in general, the elderly want to be more represented and that more products can be turned to them, with regard to technology. |
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