A ressignificação da propaganda LGBT e seus efeitos na imagem da marca.

Abstract

In a market where the watchword is to reinvent itself, brands have found challenges in the way they express themselves. Among these challenges is to position yourself competitively with LGBT consumers and, at the same time, understand the reaction of the general public. Despite the growth of the theme in recent years, as in the case of Boticário, which, in 2015, included LGBT couples in its campaign, the subject is still treated timidly. Thus, the present study seeks to evaluate the effects that such communication arouses on the target audience and the consequence of this on their image. An exploratory research with bibliographic review, supported by a case study with content analysis, contributed to validate the impact of the information investigated and to understand how the phenomenon works.