The aim of this thesis is to analyse the impact of advertisements on the social perception of deafness and the acceptance of hearing aids. A review of the existing literature on the topic was carried out, including fields other than hearing aids, such as audiology, geriatrics, psychology, sociology, linguistics and marketing. In order to update the current data and draw conclusions on the contemporary situation, surveys were conducted on existing hearing aid wearers by means of a questionnaire. In addition, the results obtained were compared with those of a questionnaire administered to a wider online audience, which was used in another thesis. The results indicate that advertising campaigns play an active role in maintaining the stigma surrounding hearing aids and hearing loss. Although they are marginal in the individual's choice to proceed with a hearing rehabilitation course, however, the informative role they play is not insignificant, they do require changes to the average messages conveyed. Concerns emerge regarding the representation of hearing aids, which are often advertised in a way that emphasises their aesthetics rather than their functional value. The findings suggest that advertising strategies should be geared towards promoting not only the use of hearing aids, but also a deeper understanding of deafness as a condition and the role of professionals in order to promote more effective social inclusion.
L'obiettivo di questa tesi è quello di analizzare l'impatto delle pubblicità sulla percezione sociale della sordità e sull'accettazione degli apparecchi acustici. È stata svolta una revisione della letteratura esistente sul tema, includendo ambiti diversi da quello audioprotesico, come l'audiologia, la geriatria, la psicologia, la sociologia, la linguistica e il marketing. Per aggiornare i dati attuali e trarre conclusioni sulla situazione contemporanea, sono state condotte indagini su persone già portatrici di apparecchi acustici tramite la somministrazione di un questionario. Inoltre, i risultati ottenuti sono stati confrontati con quelli di un questionario somministrato a un pubblico più ampio online, utilizzato in un'altra tesi. I risultati indicano che le campagne pubblicitarie svolgono un ruolo attivo nel mantenere vivo lo stigma riguardante gli apparecchi acustici e l'ipoacusia e che sono marginali nella scelta individuale di procedere con un percorso di riabilitazione uditiva, tuttavia non è indifferente il ruolo informativo ricoperto, per quanto necessitino di modifiche ai messaggi mediamente trasmessi. Emergono preoccupazioni riguardo alla rappresentazione degli apparecchi acustici, che spesso vengono pubblicizzati in modo da enfatizzare la loro estetica anziché il loro valore funzionale. Le conclusioni suggeriscono che le strategie pubblicitarie dovrebbero essere orientate a promuovere non solo l'uso degli apparecchi acustici, ma anche una comprensione più profonda della sordità come condizione e del ruolo delle figure professionali, al fine di favorire un'inclusione sociale più efficace.
La pubblicità sull’Ipoacusia e sugli apparecchi acustici: Un’analisi critica
CIOARA, VICTORIA
2023/2024
Abstract
The aim of this thesis is to analyse the impact of advertisements on the social perception of deafness and the acceptance of hearing aids. A review of the existing literature on the topic was carried out, including fields other than hearing aids, such as audiology, geriatrics, psychology, sociology, linguistics and marketing. In order to update the current data and draw conclusions on the contemporary situation, surveys were conducted on existing hearing aid wearers by means of a questionnaire. In addition, the results obtained were compared with those of a questionnaire administered to a wider online audience, which was used in another thesis. The results indicate that advertising campaigns play an active role in maintaining the stigma surrounding hearing aids and hearing loss. Although they are marginal in the individual's choice to proceed with a hearing rehabilitation course, however, the informative role they play is not insignificant, they do require changes to the average messages conveyed. Concerns emerge regarding the representation of hearing aids, which are often advertised in a way that emphasises their aesthetics rather than their functional value. The findings suggest that advertising strategies should be geared towards promoting not only the use of hearing aids, but also a deeper understanding of deafness as a condition and the role of professionals in order to promote more effective social inclusion.File | Dimensione | Formato | |
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https://hdl.handle.net/20.500.12608/84649