Comunicação e envelhecimento: um estudo sobre as propagandas de suplementos vitamínicos direcionadas ao consumidor maduro
Resumo
The Brazilian population has aged and demanded changes in product designs and
communication processes between companies and their mature consumers. To improve
such processes, product development and marketing professionals seek to understand
the biological and psychic changes related to aging. Vitamin Supplements related to
human aging are currently a relevant category for the pharmaceutical sector and their
advertisements are directed to a significant portion of the elderly. Considering the
relationships between companies in the sector and the growing Brazilian senior public,
and the small number of national studies that address marketing communication, this
paper aims to investigate how communication is established between companies and
mature consumers in the advertising of vitamin suplements. The method, documentary
and qualitative, is based on the analysis of texts and images of digital advertising
materials. The results indicate different communication strategies and a diversity of
conceptions related to aging issues, such as intergenerationality and the attenuation of
the relations between chronological age and aging. It is concluded that communication
is established from the valuation of healthy old age, care, well being and the avoidance
of complex issues related to stereotypes.
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