A pesquisa Científica que Critica a Publicidade Estereotipada: uma busca histórica nas publicações em marketing e publicidade (1971-2018)

Solon Bevilacqua, Cintia Rodrigues de Oliveira Medeiros

Resumo


Este artigo fornece uma revisão abrangente e sistemática da literatura crítica da publicidade comercial. Foi realizado um estudo bibliométrico, a fim de mapear a temática pensamento crítico na grande área da publicidade comercial e marketing`. As bases consultadas - ‘Periódicos Capes’, `Google Scholar’, ‘Scopus’ e ‘Direct Science’- indicaram que há disseminação do pensamento crítico no campo da publicidade comercial,  janela entre os anos 1971 e 2018.   Constatou-se que há publicações críticas em periódicos prestigiados nas áreas de marketing e publicidade; há presença expressiva de pesquisadores realizando estudos relacionados a este campo de estudo e o tema se apresenta oportuno (o interesse é crescente entre os pesquisadores). Conclui-se sugerindo uma agenda de pesquisas futuras que investiguem outras bases de dados e pensamento em outras áreas da comunicação.


Palavras-chave


Publicidade Comercial; Estereótipo; Bibliometria; Pensamento Crítico

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DOI: https://doi.org/10.5007/2175-8077.2019V21n53p160

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