2020-04-032020-02-20SANTOS, L. C. Publicidade inclusiva: uma análise discursiva da representatividade das pessoas com deficiências sensoriais em anúncios publicitários televisivos. 2020. 135 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Goiás, Goiânia, 2020.http://repositorio.bc.ufg.br/tede/handle/tede/10492This research investigates the representativeness of people with disabilities in the Brazilian media, with a focus on advertising discourse as an instrument for the inclusion of people with sensory, hearing or visual disabilities, in the period from 2016 to 2018. Thus, this research intensifies, the look at inclusive advertising, considering the social role of advertising discourses. Therefore, the analysis of the communication contracts that the brands establish with their other exchange partners is sought. Therefore, the research intends to identify the subjects present in the communication contracts and understand how social inclusion occurs and is mediated in advertising discourse. Therefore, we seek to analyze the presence of characters with visual and hearing disabilities discursivized in advertising narratives, reflecting the impact of advertising on the representativeness of minority groups, and through the accessibility of communicational messages. In this sense, the Semiolinguistic Theory of Patrick Charaudeau (2006, 2010, 2016) and the methodological proposal of Promotionality by Maria Lília Dias de Castro (2012) are used, which increases under the perspective of the Greimasiana Semiotics (2012) the studies about the analysis of the speeches produced by advertising. Finally, it is concluded that inclusive advertising is not just a trend, but a need for society to include people with disabilities, either through media representation or using accessible resources to understand communicational contents.application/pdfAcesso AbertoComunicaçãoPublicidade inclusivaInclusãoDeficiência sensorialCommunicationInclusive advertisingInclusionSensorial disabilityCIENCIAS SOCIAIS APLICADAS::COMUNICACAODissertação