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Advisor(s)
Abstract(s)
O recurso a celebridades em anúncios publicitários parece ser um denominador comum no que respeita à publicidade. Para criar um maior reconhecimento do produto e uma maior perceção da marca, em todo o mundo, as organizações têm recorrido a celebridades para criar consciência da marca e influenciar as decisões de compra. A incorporação de celebridades é atualmente considerada uma das principais formas de publicidade e tem um papel significativo na construção da marca.
Este estudo exploratório, que envolve uma investigação qualitativa, pretende compreender o peso do uso de celebridades na publicidade como forma de influenciar o comportamento do consumidor em relação ao reconhecimento da marca, pelo que o principal objetivo deste estudo é ter uma perceção da evolução que o mercado da publicidade teve relativamente a este recurso. Com base nos resultados aferidos foi possível constatar que a incorporação de celebridades na comunicação publicitária continua evidente, corroborando a literatura existente, contudo, o recurso às mesmas, no panorama atual e em Portugal, tem diminuído, dando prioridade às pessoas reais, comuns, fator que parece satisfazer melhor as necessidades do consumidor atual, que por sua vez demonstra ser cada vez mais exigente.
The use of celebrities in adverts seems to be a common denominator when it comes to advertising. In order to create greater product recognition and brand awareness, organisations around the world have turned to celebrities to create brand awareness and influence purchasing decisions. The incorporation of celebrities is currently considered one of the main forms of advertising and plays a significant role in brand building. This exploratory study, which involves qualitative research, aims to understand the weight of the use of celebrities in advertising as a way of influencing consumer behaviour in relation to brand recognition, so the main objective of this study is to gain an insight into the evolution that the advertising market has had in relation to this resource. Based on the results obtained, it was possible to see that the incorporation of celebrities in advertising communication is still evident, corroborating the existing literature. However, the use of celebrities in the current panorama and in Portugal has decreased, prioritising real, ordinary people, a factor that seems to better satisfy the needs of today's consumer, who in turn is proving to be increasingly demanding.
The use of celebrities in adverts seems to be a common denominator when it comes to advertising. In order to create greater product recognition and brand awareness, organisations around the world have turned to celebrities to create brand awareness and influence purchasing decisions. The incorporation of celebrities is currently considered one of the main forms of advertising and plays a significant role in brand building. This exploratory study, which involves qualitative research, aims to understand the weight of the use of celebrities in advertising as a way of influencing consumer behaviour in relation to brand recognition, so the main objective of this study is to gain an insight into the evolution that the advertising market has had in relation to this resource. Based on the results obtained, it was possible to see that the incorporation of celebrities in advertising communication is still evident, corroborating the existing literature. However, the use of celebrities in the current panorama and in Portugal has decreased, prioritising real, ordinary people, a factor that seems to better satisfy the needs of today's consumer, who in turn is proving to be increasingly demanding.
Description
Keywords
Marca Publicidade Celebridade Notoriedade Brand Advertising Celebrity Brand awareness