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A família na publicidade

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“Family in Publicidade[2]” is a term referring to the depiction of family units in commercial promotions. It traces its roots back to the post-Industrial Revolution and the rise of advertising. This concept involves the use of family images and roles to establish brand[4] loyalty[3] and engage in targeted marketing. Over time, these portrayals have become more realistic, reflecting changes in societal attitudes towards family roles and gender norms. The portrayal of family members, from parents to siblings, and even occasionally grandparents, are used to convey messages about societal expectations. The depiction of husbands, wives, and gender roles also play a significant role in this aspect of advertising. Furthermore, these portrayals are heavily influenced by sociological and cultural norms from different countries, reflecting societal categories and prescribing behavior based on these ideals. Lastly, this term also encompasses the academic research and literacia mediática[1] regarding the influence and impact of these family portrayals on societal perceptions and advertising profitability.

Definições de termos
1. literacia mediática. A literacia mediática é a capacidade de aceder, analisar, avaliar e criar meios de comunicação social em todas as suas formas. Implica a compreensão do papel dos media na sociedade, bem como das competências essenciais de investigação e de auto-expressão necessárias aos cidadãos de uma democracia. A educação para a literacia mediática, ministrada por organizações como a UNESCO, o Programa de Cooperação UNITWIN, a UNAOC e o GAPMIL, visa dotar os indivíduos de ferramentas e competências para analisar criticamente diferentes tipos de meios de comunicação e mensagens. Tem um impacto profundo nos indivíduos, sensibilizando-os para a manipulação, a propaganda e a parcialidade dos meios de comunicação social, ao mesmo tempo que capacita os cidadãos para contribuírem para o discurso público e tomarem decisões informadas. Este domínio está em constante evolução, incorporando elementos das redes sociais, dos grandes volumes de dados e da inteligência artificial. Atualmente, é um movimento global com diferentes graus de integração nos sistemas educativos de diferentes regiões.
2. Publicidade ( Advertising ) Advertising is a form of communication used to inform or persuade an audience, often with the goal of selling a product or service. Its history dates back to ancient civilizations, where Egyptians used papyrus for sales messages, and wall paintings were used in ancient Asia, Africa, and South America for promotional purposes. The medium evolved over time, from print in newspapers to audio-visual and digital mediums, with the rise of mass media and technological advancements. Advertising strategies can vary, aiming to raise awareness or drive sales, and can target different audiences on a local, national, or global scale. Various methods include print, radio, web banners, and television ads, among others. New trends have emerged in the advertising business models, like guerrilla marketing and interactive ads. The role of women in advertising has also been notable, with their insights being valued due to their purchasing power.

Since the Revolução Industrial, use of the family in advertising has become a prominent practice in marketing campaigns to increase profits. Some sociologists say that these advertisements can influence behavior e attitudes; advertisers tend to portray family members in an era's traditional, socially-acceptable roles.

Magazine advertisement with a mother, father and two children riding a bottle of 7 Up
1948 7 Up ad in the Ladies' Home Journal, an American magazine
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