A Publicidade politicamente correta - Inclusão e diversidade nas estratégias de marketing e comunicação publicitárias

Estudo de caso - United Colors of Benetton

Abstract

Today's society is more receptive to living in a diverse and inclusive environment, where the barriers that once kept minorities out are finally dissipating. Taking advertising as a starting point, I will call "politically correct" the one that meets the standards expected by society, with the idea that the term will change, since "political correctness" varies depending on people, culture, and time. It is possible to make the bridge to inclusive advertising, i.e., advertising that brings together values that meet the awareness and against prejudice and stereotypes, bridging this idea with the case study of United Colors of Benetton, a brand whose campaigns aim at diversity and inclusion.