A representatividade na comunicação: o papel do negro na publicidade brasileira

Abstract

This monography aims to address aspects related to the perception of Brazilian consumers about the presence of the black people in the country's advertising, analyzing the causes and benefits that this theme can bring, both socially and commercially. To do this, a bibliographies research was carried out that collaborated with the theme, along with semi-structured interviews with white, black and brown consumers to understand their perceptions about the issue. The research seeked to understand how and if consumers cognize the presence of the black characters in Brazilian advertising, find out if people differentiate the protagonists by their skin color, investigate the representativeness as a trigger for social and sales gains and understand why advertising does not use so many black people as they exist in the ethnic distribution of Brazil. From the surveys, it was possible to understand that consumers connect much more with situations and emotions than with the ethnicity of the characters, that the use of social representativity must be authentic, especially since black people expect brands to respect the diversity of their consumers (sic).