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Advisor(s)
Abstract(s)
A publicidade, que existe desde as civilizações mais antigas a partir da construção da retórica e
que se desenvolveu mais acentuadamente a partir da evolução da sociedade de consumo, é um
campo de estudo que abrange processos de comunicação persuasivos que anunciam produtos ou
serviços e influenciam a sua compra e aceitação. No Brasil, desde meados dos anos 1920, as
agências de publicidade trabalham para anunciantes através de campanhas e estratégias
publicitárias para que esses clientes promovam as suas vendas e aumentem as suas receitas. O
crescimento da indústria publicitária no país trouxe uma certa notoriedade, e hoje é um mercado
de trabalho que atinge milhares de pessoas dentro das suas operações, que envolvem desde o
atendimento até a criação de campanhas publicitárias. Por ser um setor intrinsecamente ligado
aos meios de comunicação onde estes anúncios são veiculados, a área de publicidade é conhecida
por ser pioneira em inovação, especialmente com o advento da ‘internet’ e das medias digitais. A
partir do século XXI e durante as duas últimas décadas, o mercado publicitário passou por uma
flexibilização e digitalização alavancada nos últimos dois anos devido à pandemia da Covid-19. Os
processos de trabalho, mais especificamente do ponto de vista dos funcionários, no entanto, têm
sido alvos de precarização, seja devido à má administração, ao excesso de trabalho e, mais
recentemente, ao avanço de doenças mentais relacionadas ao trabalho. Este trabalho visou
entender quais são os principais temas do mercado de trabalho nas agências de publicidade no
Brasil e analisar 2.650 comentários anónimos de um formulário criado para expor e denunciar as
más práticas trabalhistas no setor chamada "Planilha das Agências". Na edição de 2022, a maioria
das críticas estava relacionada não apenas às questões da Covid-19 nos esquemas organizacionais
e fluxos de trabalho, mas também à má remuneração, à má organização e ao descaso com a saúde
mental dos funcionários, que reclamavam principalmente de casos de ‘burnout’.
Advertising, which exists since the most ancient civilizations from the construction of rhetoric and has developed more sharply with the development of the consumer society, is a field of study that covers persuasive communication processes that advertise products or services and influence their purchase and acceptance. In Brazil, since the mid-1920s, advertising agencies have been recruiting advertisers and promoting campaigns and strategies for these clients to promote their sales and increase their revenues. The growth of the advertising industry in the country brought a certain notoriety to it, and today it is a labor market that reaches thousands of people within its operations, which involve from accounting to the creation of advertising campaigns. Because it is a sector that is intrinsically linked to the media where these ads are broadcast, the advertising area is known for being a pioneer in innovation, especially with the advent of the internet and digital media. Starting in the 21st century and over the last two decades, the advertising market has undergone a flexibilization and digitalization that has been leveraged in the last two years due to the Covid-19 pandemic. Work processes, more specifically from the employees' point of view, however, have been targets of precarization, either due to poor management, overwork, and, more recently, the advance of work-related mental illness. This work aimed to understand what the main themes of the labor market in advertising agencies in Brazil are from the reading are and analyzing 2,650 anonymous comments from a spreadsheet created for exposing and denouncing bad labor practices in the industry called “Planilha das Agências”. In the 2022 edition, most part of the critics were related not only about Covid-19 issues in the organizational schemes and workflows, but also about the poor income payment, the bad organization and the neglect of the mental health of the employees, who complained mainly about cases of burnout.
Advertising, which exists since the most ancient civilizations from the construction of rhetoric and has developed more sharply with the development of the consumer society, is a field of study that covers persuasive communication processes that advertise products or services and influence their purchase and acceptance. In Brazil, since the mid-1920s, advertising agencies have been recruiting advertisers and promoting campaigns and strategies for these clients to promote their sales and increase their revenues. The growth of the advertising industry in the country brought a certain notoriety to it, and today it is a labor market that reaches thousands of people within its operations, which involve from accounting to the creation of advertising campaigns. Because it is a sector that is intrinsically linked to the media where these ads are broadcast, the advertising area is known for being a pioneer in innovation, especially with the advent of the internet and digital media. Starting in the 21st century and over the last two decades, the advertising market has undergone a flexibilization and digitalization that has been leveraged in the last two years due to the Covid-19 pandemic. Work processes, more specifically from the employees' point of view, however, have been targets of precarization, either due to poor management, overwork, and, more recently, the advance of work-related mental illness. This work aimed to understand what the main themes of the labor market in advertising agencies in Brazil are from the reading are and analyzing 2,650 anonymous comments from a spreadsheet created for exposing and denouncing bad labor practices in the industry called “Planilha das Agências”. In the 2022 edition, most part of the critics were related not only about Covid-19 issues in the organizational schemes and workflows, but also about the poor income payment, the bad organization and the neglect of the mental health of the employees, who complained mainly about cases of burnout.
Description
Keywords
Agências de Publicidade Clima Organizacional Colaboradores Covid-19 Mercado de Trabalho