Analysis of complaints in commercial advertising and the search for the consumer’s well-being

Authors

  • Solon Bevilacqua Universidade Federal de Goiás (UFG)
  • Cintia Rodrigues de Oliveira Medeiros Univesidade Federal de Uberlândia (UFU)

DOI:

https://doi.org/10.51359/2526-7884.2017.23118

Keywords:

welfare, transformative consumer research, advertising

Abstract

Type or paste your advertising operates today in a context of clash of ideas; of collection for freedom of expression and for politically correct results. In this scenario, highlighted by opportunities that seek the consumer's well-being, this research is inserted, which includes the analysis of consumer testimony about commercials judged by the Conselho de Autorregulamentação Publicitária (CONAR). Throughout this work two focus groups were realized, with subsequent analysis of the lexicons, content and correspondences of the testimonies. In all, 24 recent commercials were considered disrespectful and controversial. The considerations indicate that this sample of videos disrespects the consumer (mainly the female audience) with cynicism, sexism, myopia, besides provoking insecurity and consumerism. Therefore, this research contributes to better practices in the quest for consumer quality of life, as well as in the understanding that is possible to conduct commercial advertising with respect, good humor and emotion.

Author Biographies

Solon Bevilacqua, Universidade Federal de Goiás (UFG)

Professor da Universidade Federal de Goiás – UFG.

Cintia Rodrigues de Oliveira Medeiros, Univesidade Federal de Uberlândia (UFU)

Doutora em Administração pela Fundação Getulio Vargas - EAESP - linha de pesquisa Estudos Organizacionais, Mestre em Administração pela Universidade Federal de Uberlândia (2008). Mestrado em Administração pelo Centro Universitário de Franca (2002). Professora Ajunta III dos cursos de Graduação e Pós-Graduação da Faculdade de Gestão e Negócios da Universidade Federal de Uberlândia e Líder do Grupo de Estudos em Culturas, Organizações e Sociedade. Interesses de pesquisa em Estudos Organizacionais, priorizando os temas gênero, cultura e poder, discursos organizacionais, crimes corporativos e o lado sombrio das organizações, com aporte teórico das tradições pós, em pesquisas de natureza qualitativa.

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Published

2017-10-31

Issue

Vol. 1 (2017): Special Edition - Transformative Consumer Research

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