A VEZ DA TERCEIRA IDADE: O DISCURSO DA PUBLICIDADE NA CONSTRUÇÃO DA IMAGEM DO IDOSO NAS REVISTAS

• Ano de defesa: 2012
• Autor(a) principal: Cirillo, Marco Antonio
• Orientador(a): Gonçalves, Elizabeth Moraes
• Banca de defesa: Tarsitano, Paulo Rogério , Giacomini Filho, Gino
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Metodista de São Paulo
• Programa de Pós-Graduação: PÓS GRADUAÇÃO EM COMUNICAÇÃO
• Departamento: Processo Comunicacionais
• País: BR
• Palavras-chave em Português: comunicação; publicidade; discurso; linguagem; idoso; imagem
• Palavras-chave em Inglês: communication; advertising; speeches; language; elderly; image
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede.metodista.br/jspui/handle/tede/621

The participation of the elderly in the Brazilian economy has been increasing, because large portion of the population is aged 60 years or more, considered third age, expression that recently popularized in Brazil, having its origin in France in 1970. The right to retirement, the protection offered by the Statute of the Elderly, in addition to the minimum wage adjustment above the official inflation, has been an important factor for increasing the income of the elderly population, favouring the consumption. Therefore, their purchasing power has encouraged the communication of a diverse range of products and services developed especially to reach this audience. Faced with this scenario, this study sought to identify, through methodological strategies consist of speech and content analysis, which is the image of the elderly built by publicity. For this, the ads were analyzed in the magazines Época, Veja and Veja São Paulo, having such publicity marketing or institutional character. As a result, it was found that the image of the elderly produced in ads as a synonym for well-being, joy, and happiness is being presented to advertise products and services both for the elderly audience and the general public, and in this second case the image of the elderly represents credibility, confidence and success. This same image now breaks stereotypes in society previously constructed, now strengthens existing stereotyped conceptions and now creates other stereotypes, establishing a new dictatorship of "young elderly".