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Christiane Monteiro Machado Estereótipos E Novos Retratos Do Christiane Monteiro Machado Estereótipos e novos retratos do envelhecimento na publicidade: marcas brasileiras e o desafio de criar identificação com o público da terceira idade. Universidade Fernando Pessoa Porto 2020 Christiane Monteiro Machado Estereótipos e novos retratos do envelhecimento na publicidade: marcas brasileiras e o desafio de criar identificação com o público da terceira idade. Universidade Fernando Pessoa Porto 2020 © 2020 Christiane Monteiro Machado “TODOS OS DIREITOS RESERVADOS” Christiane Monteiro Machado Estereótipos e novos retratos do envelhecimento na publicidade: marcas brasileiras e o desafio de criar identificação com o público da terceira idade. Tese apresentada à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de doutora em Ciências da Informação, Especialidade em Jornalismo e Estudos Mediáticos, sob a orientação do Prof. Doutor Jorge Pedro Sousa e co- orientação da Prof.ª Doutora Marialva Carlos Barbosa. Velhas árvores Olha estas velhas árvores, mais belas Do que as árvores novas, mais amigas: Tanto mais belas quanto mais antigas, Vencedoras da idade e das procelas... O homem, a fera, e o inseto, à sombra delas Vivem, livres de fomes e fadigas; E em seus galhos abrigam-se as cantigas E os amores das aves tagarelas. Não choremos, amigo, a mocidade! Envelheçamos rindo! envelheçamos Como as árvores fortes envelhecem: Na glória da alegria e da bondade, Agasalhando os pássaros nos ramos, Dando sombra e consolo aos que padecem! Olavo Bilac RESUMO CHRISTIANE MONTEIRO MACHADO: Estereótipos e novos retratos do envelhecimento na publicidade: marcas brasileiras e o desafio de criar identificação com o público da terceira idade. (Sob orientação do Prof. Doutor Jorge Pedro Sousa e co-orientação da Prof.ª Doutora Marialva Carlos Barbosa) São muito heterogêneas as realidades dos idosos no Brasil contemporâneo, enquanto uma mudança demográfica acelerada acontece: de 12% em 2015, o contingente de idosos é projetado em 29% em 2050. Concepções antigas e preconceituosas sobre o envelhecimento coexistem com novos olhares, inclusive na publicidade, reconhecida por tanto reproduzir como influenciar construções sociais sobre o envelhecimento. Nesse cenário, esta pesquisa indaga: de que formas a terceira idade é retratada em campanhas publicitárias no Brasil no fim da segunda década do século XXI? Essa busca se construiu a partir de três hipóteses: a da invisibilidade dos idosos na publicidade no Brasil; a de que a publicidade retrata as pessoas da terceira idade de maneira estereotipada; a da adequação da mensagem ao público (idosos seriam mostrados de maneira mais correta quando são o público-alvo da mensagem). O texto está estruturado em três capítulos, discutindo conceitos do envelhecimento, questões sobre publicidade e estereótipos, e a apresentação da pesquisa empírica. A partir do estado da arte e de uma pesquisa piloto, foram estabelecidas sete categorias para a classificação do corpus desta pesquisa, que consiste em 104 publicações, mostrando idosos, nas páginas do Facebook e nos canais do YouTube das marcas dos dez maiores anunciantes do Brasil entre julho de 2017 e junho de 2018. Os materiais foram analisados com método que incluiu elementos de análise documental, análise de conteúdo e análise de discurso. Foram também observados oito critérios objetivos para cada material, permitindo estabelecer novas inferências. Como conclusões, verificamos que as hipóteses se confirmam parcialmente: a invisibilidade é percebida no baixo percentual de materiais com idosos (2,2% dos materiais observados), embora haja IX qualidade na presença dos idosos nesses materiais – 42% deles tinham uma forma neutra de representá-los. Havia estereótipos em todas as mensagens que mostravam negativamente idosos, reforçando preconceitos. Já os olhares positivos do envelhecimento nem sempre aconteciam com presença de estereótipos. Mensagens elaboradas para idosos têm menos preconceitos idadistas do que as que se destinam a públicos mais amplos. Há ainda mensagens que trazem a subversão dos padrões tradicionalmente associados ao envelhecimento, que tanto podem ridicularizar os idosos como valorizá-los e atribuir a eles novos papéis sociais – contribuição que a publicidade pode dar à sociedade. X ABSTRACT CHRISTIANE MONTEIRO MACHADO: Stereotypes and new portraits of ageing in advertising: Brazilian brands and the challenge of creating identification with the elderly public. (Under the orientation of Professor Jorge Pedro Sousa and co-orientation of Professor Marialva Carlos Barbosa) The realities of the elderly in contemporary Brazil are many, while an accelerated demographic change takes place: from 12 percent in 2015, the population of elderly people is projected at 29 percent in 2050. Old and prejudiced conceptions about aging coexist with new perspectives, including in advertising, recognized for both reproducing and influencing social constructions of ageing. In this scenario, this research asks: in what ways are the elderly portrayed in advertising campaigns in Brazil at the end of the second decade of the 21st century? This search was built from three hypotheses: the invisibility of the elderly in advertising in Brazil; that advertising portrays elderly people in a stereotyped manner; and the adequacy of the message to the public (the elderly would be shown more correctly when they are the target audience of the message). The text is structured in three chapters, discussing concepts of ageing, questions about advertising and stereotypes, and the presentation of empirical research. Based on a pilot research survey, seven categories were established for the classification of the corpus of this research, which consists of 104 publications showing the elderly on Facebook pages and YouTube channels of the brands of the ten largest advertisers in Brazil between July 2017 and June 2018. The materials were analyzed using a method that included elements of document analysis, content analysis, and discourse analysis. Eight objective criteria were also observed for each material, allowing for new inferences. As conclusions, we verified that the hypotheses are partially confirmed: invisibility is perceived in a low percentage of materials with elderly people (2.2% of the materials observed), although there is quality in the presence of the elderly in these materials – 42 percent of them had a neutral form of representing them. There were XI stereotypes in all the messages that negatively displayed elderly people, reinforcing prejudices. The positive views of ageing, on the other hand, did not always happen with the presence of stereotypes. Messages designed for the elderly have less age-based prejudices than those intended for broader audiences. There are also messages that bring the subversion of the standards traditionally associated with ageing, which can both ridicule the elderly and value them and assign new social roles – a contribution that advertising can make to society. XII RESUMEN CHRISTIANE MONTEIRO MACHADO: Estereotipos y nuevos retratos del envejecimiento en la publicidad: marcas brasileñas y el desafío de crear identificación con un público de edad avanzada. (Bajo la dirección del Doctor Jorge Pedro Sousa y co-supervisión de la Doctora Marialva Carlos Barbosa) Las realidades de los ancianos en el Brasil contemporáneo son muy heterogéneas, mientras tiene lugar un acelerado cambio demográfico: en 2015 el contingente de población mayor se fijaba en el 12% y la proyección para 2050 es del 29%. Las viejas y perjudiciales concepciones sobre el envejecimiento coexisten con nuevas perspectivas. Y esto también ocurre en publicidad, un área reconocida por reproducir e influir en las percepciones sociales sobre envejecimiento. En este escenario, esta investigación se hace la siguiente pregunta: ¿de qué manera las campañas publicitarias en Brasil retratan a los ancianos a finales de la segunda década del siglo XXI? La búsqueda a esta respuesta se desarrolló a partir de tres hipótesis: la invisibilidad de los ancianos en la publicidad en Brasil; la publicidad retrata a las personas mayores de manera estereotipada; la adecuación del mensaje al público (se mostraría mejor a los mayores si se les convierte en el público objetivo del mensaje). El texto está estructurado en tres capítulos que debaten conceptos de envejecimiento, preguntas sobre publicidad y estereotipos, y la presentación de investigaciones empíricas. Basadas en el estado del arte y en una investigación piloto, se establecieron siete categorías para la clasificación del corpus de esta investigación, que consta de 104 publicaciones, que muestran a ancianos, en las páginas de Facebook y en los canales de YouTube de las marcas de los diez anunciantes más grandes de Brasil entre julio de 2017 y junio de 2018. Los materiales se analizaron utilizando un método que incluía elementos de análisis de documentos, análisis de contenido y análisis del discurso. También se observaron ocho criterios objetivos para cada material, lo cual permite establecer nuevas inferencias. Como conclusiones, verificamos que las hipótesis están parcialmente confirmadas: la XIII invisibilidad se percibe en el bajo porcentaje de materiales con mayores (2,2% de los materiales observados) y, aunque existe calidad en la presencia de los ancianos en estos materiales, en el 42% de los casos se representaba a los mayores de forma neutral. Había estereotipos negativos en todos los mensajes que mostraban a personas mayores, reforzando ciertos prejuicios. Las opiniones positivas sobre el
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