Mais respeito na propaganda brasileira, por favor! Uma análise de mais de uma década de casos julgados pelo Conselho de Autorregulamentação Publicitária envolvendo respeitabilidade

Abstract

On this paper we examined four hundred and nine cases analyzed of Brazilian advertising production broadcasted in the last eleven years (2004-2014) for the advertising self-regulation council (CONAR) involving respectability, quantifying and typifying the theme of offenses. Thus, we describe eleven violation advertising types that point disrespect for decency and morality; excessive appeal to sensuality; prejudice and / or discrimination; disrespect for issues related to gender; disrespect for healthy practices promotion and consumption; disrespect to the profession; disrespect for the family; disrespect for the dignity; disrespect for religions; disrespect to competition and / or consumer insight and others. Even with the great impact of some cases in society, most of the reported cases were archived by the National Council for Advertising Self-Regulation.