Publicidade acessível: estudo exploratório da recepção de pessoas com deficiência (PcD) sensorial

Abstract

To investigate the reception of People with Visual or Hearing Disabilities in relation to Advertising Communication products, this study is characterized as exploratory-qualitative research. Its efforts are directed towards the analysis of the reception of products presented during individual and in-depth interviews. For this, guided by the research problem, it questions the interpretation of the interviewees in relation to the materials, their content, assistive resources, and formats. As part of the methodology, this study is divided between bibliographical research and in-depth interview, using the Map of Mediations by Jesús Martín-Barbero (1997) as a theoretical-methodological contribution. For the description of the materials and analysis of the data obtained in the conversations, emphasis was given to the interaction between the Cultural Matrices (CM) and Reception Skills (CR). In effect, the theoretical foundation chapters lead to the fundamental notions for the development of this study and are intended to conceptualize, contextualize and organize the contents in stages, so that their interconnections contribute to the final understanding of the analyses. Finally, it is highlighted that, through the results achieved, it was possible to observe that the inclusion of assistive resources in advertising materials is not enough, but, mainly, that they are accessible from their conception and idealization. In addition, it highlights the importance of representation and representativeness for the inclusion of this public as a consumer of services and products.