Análise de campanhas publicitárias institucionais no combate à violência doméstica
Palavras-chave:
publicidade, análise de discurso, violência domésticaResumo
A publicidade é um discurso que afeta o nosso comportamento e nos influencia a comprar produtos ou a pensar sobre as ideias propostas num anúncio. Desta forma, a publicidade pode promover certas causas e apoiar o combate de problemas sociais por meio da consciencialização por meio de campanhas de comunicação pública. A violência doméstica é um fenómeno social controverso e as instituições de combate ao problema sugerem mais campanhas de mobilização pública e incentivos à denúncia de terceiros. O objetivo central deste artigo foi o de analisar sete campanhas publicitárias institucionais produzidas em Portugal com recurso à análise de discurso. A maior parte destas campanhas analisadas é direcionada para as vítimas, sendo apenas uma delas direcionada para a população em geral. As estratégias mais presentes são a metáfora e a intertextualidade. As campanhas publicitárias podem ser uma importante forma de combater o problema por meio da promoção do debate sobre o assunto.
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