Contribuições para a efetividade da comunicação da doação de sangue a partir de uma abordagem persuasiva

• Ano de defesa: 2010
• Autor(a) principal: Ludwig, Silvia Terra
• Orientador(a): Gomes, Neusa Demartini
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica do Rio Grande do Sul; Porto Alegre
• Palavras-chave em Português: COMUNICAÇÃO SOCIAL; MOTIVAÇÃO (PUBLICIDADE); PROPAGANDA - ASPECTOS PSICOLÓGICOS; CAMPANHAS PUBLICITÁRIAS; PERSUASÃO
• Link de acesso: http://hdl.handle.net/10923/2061

Blood donation is a need for countries and people. The growth of violence, traffic accidents, along with the spread of communicable diseases and the aging population, make it difficult for blood centers and health institutions to ensure an adequate and consistent blood supply to meet the needs of patients. Campaigns are carried out via TV, radio, newspaper, etc., and it was observed that people are raising awareness on the need for blood, demonstrating willingness to donate when actually called. What stands out, however, is that there is not a culture of donation spontaneously and continuously by the population. Thus, it appears that campaigns for blood donation, conducted sporadically, only when the need is greatest, are not effective. In this scenario, this study examines the communication made by five Brazilian blood centers, aiming to develop the fundamentals of the communication of blood donation made by these institutions, with emphasis on motivation and grounded in persuasive argument, in order to effectiveness based in proven theories of advertising and propaganda. To this end, we analyzed the messages of the posters through the EHD method - Historical-Structural Dialectics - and Semiology by stereotype, power, culture and myth categories, of Roland Barthes. It was also identified the reasons used in the selected parts of propaganda to encourage blood donation, based on persuasive communication, supported by Michael Roiz and Jean Marie Domenach. Emerges from this study the importance of joint planning between the government and society and the spread in the country of a culture of donating blood in order to make it more effective.