A publicidade como ferramenta de educação: um estudo de caso na Universidade Federal do Ceará
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2019-07-22
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As Instituições de Ensino Superior no Brasil têm buscado solidificar sua imagem perante a sociedade através do marketing institucional. A publicidade desempenha o papel de fortalecer os canais de comunicação das instituições a fim de manter a imagem viva na mente das pessoas. Este trabalho visa compreender a relação entre publicidade e Educação. O objetivo geral busca constatar de que forma a publicidade é utilizada na Educação. Os objetivos específicos visam: 1) Averiguar de que forma os discentes e docentes percebem a publicidade dentro da Universidade; 2) Investigar de que maneira a propaganda influenciou os alunos na escolha da UFC e do curso frequentado; e 3) Qual a percepção dos docentes quanto ao ensino da publicidade no âmbito da Comunicação Social. Define-se como um estudo de natureza qualitativa e quantitativa, através da pesquisa exploratória, de natureza descritiva, desempenhado por meio de revisão bibliográfica, foi realizado um estudo de caso na Universidade Federal do Ceará, localizada na cidade de Fortaleza. Em síntese, concluiu-se que a publicidade se correlaciona com o ensino por meio de seu objeto de estudo no campo comunicacional, oferecendo, dentre outras coisas, padrões comportamentais, modos de dizer e de fazer sob essa ótica, publicidade e ensino podem convergir ou divergir.
The Institutions of Higher Education in Brazil have sought to solidify their image before the society through institutional marketing. Advertising plays the role of strengthening the communication channels of institutions in order to keep the image alive in people's minds. This work aims to understand the relationship between advertising and education. The overall goal is to find out how publicity is used in education. The specific objectives are: 1) To find out how students and teachers perceive publicity within the University; 2) Investigate how advertising influenced the students in the choice of the UFC and the course attended; and 3) What teachers perceive the teaching of advertising in the Social Communication. It is defined as a qualitative and quantitative study, through the exploratory research, of a descriptive nature, performed through a bibliographic review, a case study was carried out at the Federal University of Ceará, located in the city of Fortaleza. In summary, it was concluded that advertising correlates with teaching through its object of study in the field of communication, offering, among other things, behavioral patterns, ways of saying and doing in this way, advertising and teaching can converge or diverge.
The Institutions of Higher Education in Brazil have sought to solidify their image before the society through institutional marketing. Advertising plays the role of strengthening the communication channels of institutions in order to keep the image alive in people's minds. This work aims to understand the relationship between advertising and education. The overall goal is to find out how publicity is used in education. The specific objectives are: 1) To find out how students and teachers perceive publicity within the University; 2) Investigate how advertising influenced the students in the choice of the UFC and the course attended; and 3) What teachers perceive the teaching of advertising in the Social Communication. It is defined as a qualitative and quantitative study, through the exploratory research, of a descriptive nature, performed through a bibliographic review, a case study was carried out at the Federal University of Ceará, located in the city of Fortaleza. In summary, it was concluded that advertising correlates with teaching through its object of study in the field of communication, offering, among other things, behavioral patterns, ways of saying and doing in this way, advertising and teaching can converge or diverge.
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Dissertação de Mestrado em Ciências da Comunicação
Palavras-chave
Publicidade , Educação