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O impacto social e na marca da publicidade inclusiva LGBTI+
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Atualmente, vivemos numa sociedade diversa e a inclusão de todos os
indivíduos na publicidade é cada vez mais exigida pelos consumidores. O presente
estudo teve como objetivo investigar o impacto da avaliação do anúncio inclusivo
LGBTQI+ na marca e a nível social. Para além disso, foram ainda estudados alguns
fatores, em termos da influência na avaliação do anúncio, como os elementos da
construção do anúncio, o sexo, o contacto interpessoal com a comunidade LGBTQI+
e a atitude em relação à homossexualidade e pessoas transgénero (ATHPT).
A investigação teve uma natureza quantitativa, com a utilização de inquérito
por questionário, tendo sido obtidas 338 respostas válidas. Os dados foram analisados
com recurso ao IBM SPSS Statistics.
Os resultados demonstraram que a avaliação do anúncio é preditor tanto do
potencial pró-social do anúncio como da atitude em relação à marca. A presença de
protagonistas LGBTQI+ nos anúncios teve uma influência negativa na avaliação do
mesmo. O sexo e contacto interpessoal com a comunidade LGBTQI+ demonstraram
ser influentes na ATHPT, verificando-se que o sexo masculino e a falta de contacto
apresentam influência negativa. No entanto, a influência do contacto interpessoal
LGBTQI+ e ATHPT, relativamente à avaliação do anúncio, não foi totalmente
verificada pela análise empírica.
A presente investigação contribui, por um lado, para um melhor conhecimento
da publicidade inclusiva LGBTQI+, em termos dos seus impactos e fatores
influenciadores. Por outro lado, a investigação fornece insights práticos para as
empresas, relativamente à construção dos anúncios inclusivos LGBTQI+.
A generalização dos resultados deve, no entanto, tomar em consideração as
limitações temporais e financeiras inerentes ao estudo.
We currently live in a diverse society where the inclusion of all individuals in advertising is increasingly demanded by consumers. This study aimed to investigate the impact of the evaluation of LGBTQI+ inclusive ads on brand perception and in a social perspective. Additionally, certain factors were examined for their influence on the ad evaluation, such as the elements of advertising construction, the sex, the interpersonal contact with members of LGBTQI+ community, and the attitude towards homosexuality and transgender people (ATHTP). The research followed a quantitative approach, using a questionnaire survey, which yielded 338 valid responses. The data were analyzed using IBM SPSS Statistics. The results showed that the ad evaluation predicts both the ad's pro-social potential and attitudes towards the brand. The presence of LGBTQI+ protagonists in the ads negatively impacted their evaluation. The sex and the interpersonal contact with members of LGBTQI+ community were found to influence ATHPT, with male sex and lack of contact having a negative effect. However, the influence of the interpersonal contact with members of LGBTQI+ community and ATHPT on ad evaluation was not fully confirmed by empirical analysis. This research contributes, on the one hand, to a better understanding of LGBTQI+ inclusive advertising, in terms of its impacts and influencing factors. On the other hand, it provides practical insights for companies regarding the construction of LGBTQI+ inclusive ads. However, generalizing the results should consider the temporal and financial limitations inherent in the study.
We currently live in a diverse society where the inclusion of all individuals in advertising is increasingly demanded by consumers. This study aimed to investigate the impact of the evaluation of LGBTQI+ inclusive ads on brand perception and in a social perspective. Additionally, certain factors were examined for their influence on the ad evaluation, such as the elements of advertising construction, the sex, the interpersonal contact with members of LGBTQI+ community, and the attitude towards homosexuality and transgender people (ATHTP). The research followed a quantitative approach, using a questionnaire survey, which yielded 338 valid responses. The data were analyzed using IBM SPSS Statistics. The results showed that the ad evaluation predicts both the ad's pro-social potential and attitudes towards the brand. The presence of LGBTQI+ protagonists in the ads negatively impacted their evaluation. The sex and the interpersonal contact with members of LGBTQI+ community were found to influence ATHPT, with male sex and lack of contact having a negative effect. However, the influence of the interpersonal contact with members of LGBTQI+ community and ATHPT on ad evaluation was not fully confirmed by empirical analysis. This research contributes, on the one hand, to a better understanding of LGBTQI+ inclusive advertising, in terms of its impacts and influencing factors. On the other hand, it provides practical insights for companies regarding the construction of LGBTQI+ inclusive ads. However, generalizing the results should consider the temporal and financial limitations inherent in the study.
Descrição
Palavras-chave
Publicidade Inclusiva Comunidade LGBTQI+ Potencial Pró-social Atitude em relação à marca Sexo Contacto Interpessoal LGBTQI+ Inclusive Advertising LGBTQI+ community Prosocial Potential Brand Attitude Sex LGBTQI+ Interpersonal Contact
Contexto Educativo
Citação
Andrade, Raquel Vinagre de (2024). “O impacto social e na marca da publicidade inclusiva LGBTI+”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão