Comunicação e acessibilidade: uma análise da campanha acessível #volteabrilhar do Banco Bradesco

Abstract

Technology and the internet can contribute to the inclusion of people with visual impairments and accessibility in these spaces is a way of guaranteeing access to communication and information. This monograph comments on the accessibility resources available for electronic sites, image description projects on social networks, audio description in audiovisual productions, combined with marketing 4.0, positioning and social marketing. The main objective is to analyze the Bradesco brand and its marketing position related to accessibility through its year-end campaign #VolteaBrilhar, which hás na accessible version using audio description for people with visual impairments on youtube and Instagram, ending with the analysis of accessibility features on the brand's official website. The analysis will have a descriptive character when reporting the features and descriptions present in the aforementioned platforms.