5 CONSIDERAÇÕES FINAIS
5.3 Recomendações para investigações futuras
Futuras investigações podem analisar as perceções e atitudes dos consumidores face ao empowerment feminino na publicidade incluindo amostras mais amplas e dividindo essas mesmas perceções e atitudes segundo diferentes faixas etárias, habilitações literárias e regiões demográficas.
Para uma maior generalização dos resultados, diferentes campanhas podem ser analisadas segundo as mesmas categorias de análise.
Tendo em conta que o empowerment feminino na publicidade é um recurso cada vez mais utilizado pelas marcas, futuras investigações podem estudar o femvertising no geral nomeadamente a genuinidade das preocupações éticas e o envolvimento das marcas com o movimento da perspetiva dos profissionais de marketing.
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ANEXO A: GUIÃO DO FOCUS GROUP
Visualização das campanhas:
A: Always #LikeAGirl - YouTube Comments
B: Dove Choose Beautiful ~ Women all over the world make a choice - YouTube Comments
C: Gillette Venus~ #UseYourAnd - YouTube Comments D: Not Sorry ~ #ShineStrong Pantene - YouTube Comments
PERGUNTAS TEMPO
Qual a vossa opinião geral acerca das campanhas que acabaram de visionar?
10min
Vocês acham que a forma como as mulheres são representadas na