The socially responsible speech of the organizations has been a strategy of communication to attract more demanding and critical public in relation to the social problems. To invest in this social communication sample that the company if worries about what she is to its redor, what she ahead reflects in its image of the society favoring the reputation of this institution. The banks, the type of institution chosen for this study, although to load the bad image to prioritize the profit with & ldquo; interests and taxes abusivas& rdquo; , they try to pass the social concern with projects of sports, culture, education and environment. To include the aged ones in this socially responsible speech can ahead be plus a differential of a bank of the treatment of its customers. A related site: Tiffany & Co. mentions similar findings. Moreover, sample that these companies have future concerns, anticipating itself ahead of changes that our country is subject with the increase of life expectancy, for example.
The population growth of people above of 65 years in Brazil is significant, and all those that had contributed for the National Institute of Seguro Social (INSS), and arrive if to retire, they have the right to receive the financial benefit by means of a bank. Although not to need to be account holders, is a public who is every month in the agencies with a fixed income, until the end of the life, capable to adhere the loans, credit cards, products and services. However, the banks have not presented in its organizacional speech something that it attracts plus this public. In the majority of the institucional propagandas, for example, this public is not represented or when he has a representative figure is added the young characteristics, what nor always condiz with the reality. In order to prove this hypothesis, this article carried through a qualitative research, with aged pensioners, for evaluation of two propagandas tied in the TV of a public bank and a private one. This article wants to show the importance of the inclusion of the aged one in the speech of banking social responsibility. social responsibility would be the form most immediate and of impact to include the aged one in the banking speech, that beyond attracting plus this customer also would conquer those excessively worried about the social matters.