Victimization Experience and Perceived Benefits of Institutional and Commercial Advertising Campaigns in the Fight against Domestic Violence
Elayne Nogueira,
Elsa Simões,
Ana Isabel Sani
Abstract:Advertising has played an increasingly relevant role in raising awareness of social problems via institutional campaigns. In the phenomenon of domestic violence, most institutional advertising campaigns are directed at victims, who are often represented as vulnerable people. The general objective of this explorative study was to ascertain, from the point of view of victims of domestic violence, what the contributions of advertising campaigns are in combating this phenomenon. Stemming from a previous study on i… Show more
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