{"id":93444,"date":"2018-01-12T18:06:19","date_gmt":"2018-01-12T20:06:19","guid":{"rendered":"https:\/\/gay.blog.br\/?p=93444"},"modified":"2020-11-04T21:35:43","modified_gmt":"2020-11-05T00:35:43","slug":"la-representacion-lgbt-en-comerciales-en-brasil-no-llega-al-05","status":"publish","type":"post","link":"https:\/\/gay.blog.br\/es\/marketing-es\/la-representacion-lgbt-en-comerciales-en-brasil-no-llega-al-05\/","title":{"rendered":"La representaci\u00f3n LGBT en comerciales en Brasil no llega al 0,5%"},"content":{"rendered":"<p style=\"text-align: justify;\">La representatividad del p\u00fablico LGBT y discapacitados no alcanz\u00f3 el 0,5% de los comerciales en el \u00faltimo semestre de 2017, y rara vez fue superior a la de los dos \u00faltimos a\u00f1os, seg\u00fan la encuesta TODXS, que eval\u00faa la representatividad de la publicidad en Brasil. Para el especialista, la incidencia de comerciales inclusivos sigue siendo baja, aunque las empresas ya demandan este tipo de contenidos. <a href=\"http:\/\/economia.estadao.com.br\/noticias\/geral,mulher-negra-ganha-espaco-na-publicidade,70002123486\" target=\"_blank\" rel=\"noopener noreferrer\">En cuanto a la representaci\u00f3n de los negros, se observ\u00f3 una mejora<\/a>.<\/p>\n<p style=\"text-align: justify;\">La periodista Nathalia Barbosa, quien es negra y lesbiana, dijo a <strong>E+<\/strong> que ve una mejora gradual en el contenido de los anuncios. \u00abLas empresas empiezan a bailar con nuestra m\u00fasica porque estamos hablando m\u00e1s del tema\u00bb, eval\u00faa. Ella observa las pautas de las producciones televisivas: \u201chay una ola que no es solo en publicidad. Tambi\u00e9n llega a programas de televisi\u00f3n, series y telenovelas \u201d.<\/p>\n<p style=\"text-align: justify;\">Entre 2016 y 2017 la representaci\u00f3n LGBT pas\u00f3 del 0,00% al 0,47%. Pero en la segunda mitad del a\u00f1o pasado, el porcentaje se redujo al 0,33%. En total, se estudiaron 5.834 comerciales de televisi\u00f3n y 1.183 en Facebook, seg\u00fan datos de investigaci\u00f3n proporcionados por la agencia de publicidad Heads, que organiz\u00f3 el estudio.<\/p>\n<figure id=\"attachment_12214\" aria-describedby=\"caption-attachment-12214\" style=\"width: 700px\" class=\"wp-caption aligncenter\"><a href=\"http:\/\/instagram.com\/gayblogbr\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12214\" src=\"https:\/\/i0.wp.com\/gay.blog.br\/wp-content\/uploads\/2018\/01\/renault-comercial_publicidade_gay.jpg?resize=696%2C394&#038;ssl=1\" alt=\"Renault de Brasil hace comercial hist\u00f3rico con gay saliendo del armario\" width=\"696\" height=\"394\" srcset=\"https:\/\/i0.wp.com\/gay.blog.br\/wp-content\/uploads\/2018\/01\/renault-comercial_publicidade_gay.jpg?w=700&amp;ssl=1 700w, https:\/\/i0.wp.com\/gay.blog.br\/wp-content\/uploads\/2018\/01\/renault-comercial_publicidade_gay.jpg?resize=150%2C85&amp;ssl=1 150w, https:\/\/i0.wp.com\/gay.blog.br\/wp-content\/uploads\/2018\/01\/renault-comercial_publicidade_gay.jpg?resize=300%2C170&amp;ssl=1 300w, https:\/\/i0.wp.com\/gay.blog.br\/wp-content\/uploads\/2018\/01\/renault-comercial_publicidade_gay.jpg?resize=696%2C394&amp;ssl=1 696w\" sizes=\"auto, (max-width: 696px) 100vw, 696px\" \/><\/a><figcaption id=\"caption-attachment-12214\" class=\"wp-caption-text\">Renault do Brasil hace comercial hist\u00f3rico con gay saliendo del armario<\/figcaption><\/figure>\n<div id=\"OAS_Position1\" class=\"container-banner row loaded\" style=\"text-align: justify;\">Para la publicista Ira Berloffa Finkelstein, vicepresidente de Estrat\u00e9gia da Heads, la sociedad vive un momento de transici\u00f3n en el que las empresas quieren material inclusivo, pero a\u00fan no saben c\u00f3mo presentarlo. \u00abHay que tener coraje y estar preparado para el rebote\u00bb, dice Ira, citando el boicot realizado a la marca Botic\u00e1rio tras un anuncio que inclu\u00eda a una pareja de lesbianas en 2015. \u201cBotic\u00e1rio no se marc\u00f3 porque tiene fondos para nuevas campa\u00f1as, pero una empresa m\u00e1s peque\u00f1a puede no tener los recursos o el personal para nuevos comerciales\u201d.<\/div>\n<div style=\"text-align: justify;\"><\/div>\n<div style=\"text-align: justify;\">\n<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"696\" height=\"392\" src=\"https:\/\/www.youtube.com\/embed\/p4b8BMnolDI?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=es-ES&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span><\/p>\n<\/div>\n<p style=\"text-align: justify;\">Nathalia dice que el tema es m\u00e1s problem\u00e1tico que no tener una pareja gay representada. \u201cPor qu\u00e9 necesita un hombre heterosexual para justificar a un gay [e n\u00e3o precisa de um gay para justificar a presen\u00e7a de um h\u00e9tero]?\u201d, questiona. \u201cNo queremos representaci\u00f3n LGBT, sobre todo porque el t\u00e9rmino por s\u00ed solo ya es una forma de segregaci\u00f3n\u201d.<\/p>\n<p style=\"text-align: justify;\">La motivaci\u00f3n de las empresas para producir contenidos denominados inclusivos sigue la evoluci\u00f3n digital. \u201cLas marcas ya no tienen salida. Vivimos en el tiempo del prop\u00f3sito y el consumidor es el dictador. El <strong>prop\u00f3sito<\/strong> comenz\u00f3 a importar m\u00e1s que el papel del <strong>producto<\/strong>\u201d, eval\u00faa Ira.<\/p>\n<p style=\"text-align: justify;\">La publicista recuerda cambios en las l\u00edneas publicitarias de grandes marcas como Dove, que en el comercial <a href=\"https:\/\/youtu.be\/Il0nz0LHbcM\" target=\"_blank\" rel=\"noopener noreferrer\">Real Beleza<\/a> representaba mujeres blancas, negras y morenas y cuerpos m\u00e1s delgados y robustos. Skol, que durante a\u00f1os ha valorado a las mujeres delgadas con grandes pechos, fue criticada cuando lanz\u00f3 el comercial <a href=\"https:\/\/youtu.be\/gRXPrO5S634\" target=\"_blank\" rel=\"noopener noreferrer\">Verano Skol. Viva la diferencia<\/a>. \u201cHay que estudiar qu\u00e9 tan pertinente y leg\u00edtimo es dentro del ADN de la empresa, y saber si es el momento oportuno\u201d, sugiere.<\/p>\n<p style=\"text-align: justify;\"><strong>Para los especiales, mala representaci\u00f3n. <\/strong>La encuesta identific\u00f3 una ca\u00edda significativa en los anuncios que incluyen a personas con discapacidad. Hubo un boom en el per\u00edodo paral\u00edmpico, en 2016. En el \u00faltimo a\u00f1o, la representaci\u00f3n baj\u00f3 del 1,78% al 0,12% de los comerciales. \u201cMi lectura es que incluso en un momento en el que el contexto favorece a las marcas a profundizar en el tema, esto no se hace\u201d.<\/p>\n<figure id=\"attachment_12213\" aria-describedby=\"caption-attachment-12213\" style=\"width: 640px\" class=\"wp-caption aligncenter\"><a href=\"http:\/\/instagram.com\/gayblogbr\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12213\" src=\"https:\/\/i0.wp.com\/gay.blog.br\/wp-content\/uploads\/2018\/01\/deficientes.jpg?resize=640%2C428&#038;ssl=1\" alt=\"La inclusi\u00f3n de las personas con discapacidad en la agenda publicitaria tambi\u00e9n es baja, aunque un especialista en el \u00e1rea identific\u00f3 una mayor disposici\u00f3n de las empresas para abordar el tema. Foto: Pixabay\" width=\"640\" height=\"428\" srcset=\"https:\/\/i0.wp.com\/gay.blog.br\/wp-content\/uploads\/2018\/01\/deficientes.jpg?w=640&amp;ssl=1 640w, https:\/\/i0.wp.com\/gay.blog.br\/wp-content\/uploads\/2018\/01\/deficientes.jpg?resize=150%2C100&amp;ssl=1 150w, https:\/\/i0.wp.com\/gay.blog.br\/wp-content\/uploads\/2018\/01\/deficientes.jpg?resize=300%2C201&amp;ssl=1 300w, https:\/\/i0.wp.com\/gay.blog.br\/wp-content\/uploads\/2018\/01\/deficientes.jpg?resize=628%2C420&amp;ssl=1 628w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/a><figcaption id=\"caption-attachment-12213\" class=\"wp-caption-text\">La inclusi\u00f3n de las personas con discapacidad en la agenda publicitaria tambi\u00e9n es baja, aunque un especialista en el \u00e1rea identific\u00f3 una mayor disposici\u00f3n de las empresas para abordar el tema. Foto: Pixabay<\/figcaption><\/figure>\n<div id=\"dv-836254\" class=\"imagem-corpo-noticia row\" style=\"text-align: justify;\">\n<p><strong>TV x Redes Sociais. <\/strong>Seg\u00fan Ira, la investigaci\u00f3n se centr\u00f3 m\u00e1s en los anuncios de televisi\u00f3n, aunque la gente pasa m\u00e1s tiempo en Internet. \u201cFacebook como herramienta comercial todav\u00eda est\u00e1 comenzando en Brasil. La televisi\u00f3n ya es un mercado m\u00e1s s\u00f3lido y prestigioso \u201d.<\/p>\n<p>Nath\u00e1lia afirma que la televisi\u00f3n es en realidad un medio para ser conquistado por la causa LGBT. \u201cLa televisi\u00f3n se puede ver en cualquier lugar y no se filtra con las preferencias de cada uno, como ocurre en las redes sociales\u201d.<\/p>\n<p><em>Con informaci\u00f3n de Estad\u00e3o<\/em><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>La investigaci\u00f3n encontr\u00f3 que la publicidad en televisi\u00f3n y redes sociales; serie hist\u00f3rica muestra un aumento en las citaciones por la causa LGBT y una disminuci\u00f3n en los discapacitados<\/p>\n","protected":false},"author":2,"featured_media":59850,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"googlesitekit_rrm_CAoiEBg-BXrJeACjO8p49SE4kTY:productID":"","tdm_status":"","tdm_grid_status":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"La representaci\u00f3n LGBT en comerciales en Brasil no llega al 0,5%","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[589932395],"tags":[589918299,38185,8778,589918298,589916793,1358281,13722,39479,589918300,589916923],"class_list":{"0":"post-93444","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing-es","8":"tag-beto-schultz","9":"tag-brasil","10":"tag-comercial","11":"tag-comerciais","12":"tag-marketing","13":"tag-o-boticario","14":"tag-propaganda","15":"tag-publicidade","16":"tag-renault","17":"tag-representatividade"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La representaci\u00f3n LGBT en comerciales en Brasil no llega al 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