Percepções da mulher de 70 anos sobre a sua representação na comunicação

Abstract

As a result of the increase in the life expectancy of Brazilian women, there was also the growth of the potential of consumption of this group, and because of this, it is perceived a greater concern with the publicity and communication directed to this public. The present work presents features of aging and old age, from the perspective of women, the behavior of the elderly, and some examples of the representation of these women in TV ads in recent years. With the objective of investigating the perceptions of 70-year-old women about their representation in the communication, an in-depth research with a semi-structured script with four participants was carried out. Among the main results, we have family and freedom as the main drivers of motivation and happiness in this phase of life. In touching on communication, the group interviewed does not identify or perceive its representation in communication.