Comunicação e envelhecimento: um estudo sobre as propagandas de suplementos vitamínicos direcionadas ao consumidor maduro

Abstract

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.