A linguagem publicitária e os recursos audiovisuais voltados para a inclusão de pessoas surdas no filme publicitário Sinais, da marca Lacta

Abstract

This study aims to analyze how the audiovisual resources used in the commercial film Sinais, by the brand Lacta, promote the inclusion of deaf individuals and align with the perspective of accessibility in advertising. The methodology adopted included bibliographic and documentary research, as well as interviews with deaf individuals. The study revealed that, although the film highlights the representation of the deaf community, it still presents limitations, such as the restricted use of Brazilian Sign Language (LIBRAS) and the lack of more comprehensive narratives. The need to enhance accessibility resources, such as LIBRAS interpreters, was identified, as subtitles alone are not sufficient. The main finding emphasizes that accessibility in advertising goes beyond merely complying with legal requirements, positioning itself as an effective strategy for attracting and retaining consumers. Additionally, advertising, understood as a form of language, extends beyond the simple transmission of information, acting as a symbolic process that creates meaning and establishes dialogues with different audiences. Thus, this study highlights the importance of post-cause advertising. To avoid superficial approaches, brands following this model must ensure the participation of specialists and the communities represented. In the commercial film Sinais, by Lacta, this collaboration was evident, contributing to the authenticity of the campaign. In the film, chocolate serves as a connection between the characters, and interviewees perceived this integration naturally, without feeling forced. In this way, the campaign successfully balanced purpose and product, making its message more engaging.