Submitted by Andrea Pereira (andrea.pereira@unipampa.edu.br) on 2019-02-25T13:21:18Z No. of bitstreams: 2 DISSERTAÇÃO - FRANCIÉLI BANDEIRA.pdf: 1263942 bytes, checksum: 86c7c7c0e8c58113e9b2a3c0fdec4b7f (MD5) unidade didática.pdf: 1285085 bytes, checksum: df0befdcda63735e8d25d90bbf20573e (MD5) / Approved for entry into archive by Dayse Pestana (dayse.pestana@unipampa.edu.br) on 2019-02-25T15:59:14Z (GMT) No. of bitstreams: 2 DISSERTAÇÃO - FRANCIÉLI BANDEIRA.pdf: 1263942 bytes, checksum: 86c7c7c0e8c58113e9b2a3c0fdec4b7f (MD5) unidade didática.pdf: 1285085 bytes, checksum: df0befdcda63735e8d25d90bbf20573e (MD5) / Made available in DSpace on 2019-02-25T15:59:14Z (GMT). No. of bitstreams: 2 DISSERTAÇÃO - FRANCIÉLI BANDEIRA.pdf: 1263942 bytes, checksum: 86c7c7c0e8c58113e9b2a3c0fdec4b7f (MD5) unidade didática.pdf: 1285085 bytes, checksum: df0befdcda63735e8d25d90bbf20573e (MD5) Previous issue date: 2018-12-21 / O presente trabalho de pesquisa-ação tem como objetivo geral reconstruir o conceito de metáfora trazido pelos alunos de uma turma de nono ano do ensino fundamental, através da aplicação de uma unidade didática, utilizando o gênero anúncio publicitário. As atividades da pesquisa-ação foram embasadas por uma visão cognitivista da metáfora e tratam sobre as relações estruturais da metáfora e sua significação. Nessa teoria a metáfora deixa de ser vista como um recurso apenas literário e passa a fazer parte do uso cotidiano (LAKOFF; JOHNSON, 2002 [1980]). Segundo Abreu (2010), a metáfora possui um aspecto emocional e forte poder argumentativo, logo está muito presente na linguagem publicitária. Os anúncios publicitários podem ser utilizados como uma estratégia didática para desenvolver e ampliar a criticidade dos discentes sobre a sociedade consumista em que vivem. A unidade didática desenvolvida foi aplicada no 9º ano de uma escola estadual de Santa Maria (RS), com duração de aproximadamente 20 horas/aula, no componente curricular de Língua Portuguesa. Através de análises de conceitos e de interpretações de metáforas verbais e visuais, os alunos (re)construíram seus conceitos de metáfora e, ao mesmo tempo, desenvolveram um olhar crítico aos anúncios publicitários que estão tão presentes no nosso dia a dia e que influenciam as escolhas no momento de consumir, além de refletirem sobre a nossa sociedade de consumo (BAUMAN, 2007). Ao despertar a criticidade dos alunos através da análise das metáforas presentes nos anúncios publicitários, eles tornaram-se cidadãos mais críticos e conscientes de suas escolhas. / The present work of action research has as general objective to reconstruct the concept of metaphor brought by the students of a ninth grade class of elementary school, through the application of a didactic unit, using the advertising genre. The activities of action research were based on a cognitive view of metaphor and dealt with the structural relations of metaphor and its meaning. In this theory the metaphor ceases to be seen as a literary resource and becomes part of everyday use (Lakoff and Johnson 2002). According to Abreu (2010), the metaphor has an emotional aspect and strong argumentative power, so it is very present in the advertising language. The commercials can be used as a didactic strategy to develop and to increase the criticity of the students on the consumer society in which they live. The didactic unit developed was applied in the 9th year of a state school of Santa Maria (RS), with duration of approximately 20 hours / class, in the curricular component of Portuguese Language. Through analysis of concepts and interpretations of verbal and visual metaphors, students (re) constructed their concepts of metaphor and, at the same time, developed a critical look at the advertisements that are so present in our daily life and that influence the choices in the moment of consumption, in addition to reflecting on our consumer society (BAUMAN, 2007). By awakening students' criticality by analyzing the metaphors present in the commercials, they have become more critical and aware citizens of their choices.

Esta tese destina-se a desenvolver estudo semiótico de propagandas impressas em que a pessoa negra é posta em presença. Investiga-se como a propaganda veiculada em revista, mediante seleção e combinação sígnicas, efetiva a construção da imagem verbo-visual do negro, tendo em vista o produto anunciado e os projetos comunicativos do enunciador e, assim, como finda por ratificar ou (re)elaborar significados sociais acerca desse sujeito. Pautando-se na Semiótica de Charles Sanders Peirce e tendo por suporte, fundamentalmente, a Teoria da Iconicidade Verbal de Simões (2009), a pesquisa aborda todos os signos verbais e não verbais em diálogo, como dotados de potencial icônico, não só revelador dos projetos de texto, como também ativador de interpretações/leituras e, ainda, delineador de sentidos, posteriormente cristalizados e convertidos em significados imanentes aos signos e aos objetos reportados. Por ter, como material constitutivo do corpus, textos elaborados em linguagem mista, a pesquisa propõe a aplicação da Teoria da Iconicidade Verbal ao universo dos signos lato sensu. O debate apresenta o texto de propaganda como excelente material, não só para implementar os estudos de História e Cultura Afro-brasileiras, como prevê a Lei 10.639/03, como também para subsidiar o ensino de língua portuguesa, com ênfase para os estudos sobre leitura e produção textual, para que se forme sujeito dotado de habilidades que lhe permitam reconhecer no verbal e no não verbal a revelação e a geração de sentidos sociais / This thesis is destined to develop the semiotics study of the printed advertisement where the black person is placed in presence. It is investigated as the advertising propagated in magazine, by means of election and meaning combination of signs accomplishes the construction of verbal/visual blacks image, in the announced products view and the communicative annunciators projects; and, thus, how it terminates for ratifying or elaborating or (re) elaborate social meanings about that being. Basing on the Semiotics of Charles Sanders Peirce and having for support, basically, the Theory of the Verbal Iconicidade of Simões (2009), the research approaches all the verbal signs and the no verbal ones in dialogue, as endowed with iconic potential, not only discloser of the texts projects, as well as activator of interpretations/readings and, yet, delineator of feelings, subsequently crystallized and converted into intrinsic meanings to the signs and to the reported objects. For having, as material constituent of the corpus, texts elaborated in mixing language, the research proposes the application of the Iconicity Verbal to the universe of the signs lato sensu. The discussion presents the advertisement text as excellent material not only to implement the studies of History and Culture Afro-Brazilians, as she foresees Law 10,639/03, as well as to assist the study of the Portuguese language, expressively for the studies of reading and textual production, in order to mould a being endowed with abilities that allow him to recognize in the verbal and in the no verbal, the revelation and the generation of the social feelings

The aim of my Diploma thesis is find out consumers' knowledge of symbols and their images of them and consequently affect the interpretation of trends in relation to the involvement of the symbol in print advertisement. I will use the research in the form of questionnaire and content analysis. The thesis is divided into two parts - theoretical and practical. In the theoretical part I describe cultural predisposition, symbols and marketing communications. In the practical part I concern with with the questionnaire and content analysis. Results from my research are that people know the symbols. The most mentioned symbol was animal. The consumers have also not problem with the meaning of the symbol. The content analysis of three types of magazines shows that most displayed symbol was figure. Recommendation for the creator of advertising is that less is sometimes more, which applies for symbols.

CoordenaÃÃo de AperfeiÃoamento de Pessoal de NÃvel Superior / Esta pesquisa tem como objetivo discutir como as tÃcnicas argumentativas e as funÃÃes discursivas do processo referencial anafÃrico atuam na conduÃÃo argumentativa do gÃnero anÃncio publicitÃrio de cosmÃtico. Para isso, nos valemos do mÃtodo qualitativo e analisamos 30 textos de anÃncios publicitÃrios de cosmÃticos, coletados dos sites das marcas Natura (www.natura.net/), Avon (http://www.avon.com.br), Ãgua de cheiro (http://www.aguadecheiro.com.br) e BoticÃrio (http://internet.boticario.com.br). Nesta pesquisa, assumimos como arcabouÃo teÃrico os pressupostos defendidos pela Nova RetÃrica (PERELMAN; TYTECA, 2005) e pela ReferenciaÃÃo (MONDADA, L.; DUBOIS, 2003; KOCH, 2004; CIULLA E SILVA, 2008 e CAVALCANTE, 2006, 2011) para a anÃlise dos fenÃmenos mencionados que compÃem nossa amostra. Nosso estudo revela que os argumentos pela identificaÃÃo, definiÃÃo, analiticidade, divisÃo, probabilidades, pragmÃtico, autoridade, ilustraÃÃo, exemplo, a metÃfora e o argumento pela dissociaÃÃo das noÃÃes, tÃcnicas da Nova RetÃrica, ocupam posiÃÃo de destaque na tessitura do gÃnero anÃncio publicitÃrio de cosmÃtico. No que concerne à anÃlise das funÃÃes discursivas do processo referencial anafÃrico, nosso trabalho mostra que o grupo das seis funÃÃes: organizaÃÃo de partes do texto, metadiscursividade, marcaÃÃo de heterogeneidade discursiva, ativaÃÃo da memÃria, introduÃÃo de informaÃÃes novas e efeitos estÃtico-estilÃsticos se mostram bastante produtivas, demonstrando, nesse caso, o quanto os anÃncios de cosmÃticos representam um terreno fÃrtil para o estudo dos processos referenciais e suas funÃÃes discursivas. Assim, os recursos textual-discursivos sÃo usados pelos anunciantes para representar o universo feminino, tencionando convencer as consumidoras das vantagens dos cosmÃticos anunciados e estimulÃ-las a comprar os cosmÃticos para atender aos padrÃes femininos estabelecidos pela sociedade pÃs-moderna. (248 palavras) / This research aims to discuss how the argumentative techniques and the discursive functions found in the processing of anaphoric reference act in the conduct for argumentation in the genre of cosmetic advertisement. For that purpose, we have used the qualitative research method and analyzed 30 cosmetics advertisement texts collected from the following brand namesâ websites: Natura (www.natura.net/), Avon (http://www.avon.com.br), Ãgua de cheiro (http://www.aguadecheiro.com.br) and BoticÃrio (http://internet.boticario.com.br). In this research we have assumed the theoretical framework defended by The New Rethoric (PERELMAN; TYTECA, 2005) and by Referentation (MONDADA, L.; DUBOIS, 2003; KOCH, 2004; CIULLA E SILVA, 2008 and CAVALCANTE, 2006, 2011) in order to analyze the phenomena in our sample. Our study reveals that the arguments made through identification, definition, analyticity, division, probability, pragmatism, authority, illustration, example, metaphor and the argument through dissociation of concepts, which are techniques found in The New Rethoric, play an important part in the texture of the cosmetic advertisement genre. Regarding the analysis of the discursive functions found in the processing of anaphoric reference, our study shows that the group of six functions: organization of parts of the text, metadiscourse, discursive heterogeneity, memory activation, introduction of new information and aesthetics/ stylistics effects have shown to be very productive, thus indicating that cosmetics advertisements have proved fertile ground for the study of referential processes and their discursive functions. Therefore the discursive and textual resources are used by the advertisers as a way to represent the feminine universe aiming to convince the female consumers of the advantages of the advertised cosmetics and motivate them to buy such cosmetics as a way to live up to the feminine standards established by post-modern society. (274 words)

A noção de semissimbolismo trouxe para a semiótica da Escola de Paris a possibilidade de um estudo mais sistemático das contribuições da expressão para o sentido do texto. A partir de então, foi possível reconhecer categorias no nível da manifestação textual que eram homologadas a pares de oposição no conteúdo. Apesar do ganho teórico que representou, o semissimbolismo guardava ainda limitações, principalmente porque estabelecia relações transitórias e contingentes, que não permitiam uma comparação entre objetos distintos. Com os desenvolvimentos da semiótica tensiva, novas perspectivas de relacionar expressão e conteúdo foram abertas. Ao se valer de termos vindos de componentes expressivos, a semiótica de Claude Zilberberg propôs categorias suficientemente gerais para que fossem aplicáveis aos dois planos da linguagem. Assim, tudo ocorre como se as categorias semissimbólicas, que formavam pares específicos para expressão, de um lado, e conteúdo, de outro, encontrassem na semiótica tensiva o termo complexo que reúne as categorias de cada plano num nível mais abstrato de análise. Tomando como objeto um conjunto de filmes publicitários, o presente trabalho propõe testar e estender os usos da semiótica tensiva, a fim de investigar (i) de que forma a tensividade está presente nas categorias semissimbólicas; (ii) como o instrumental teórico da semiótica tensiva poderia ser aplicado tanto a categorias do conteúdo quanto a categorias da expressão; (iii) quais elementos da expressão seriam relevantes na composição da cifra tensiva dos textos que compõem o nosso corpus; e (iv) como se pode partir diretamente de figuras da expressão e do conteúdo para a análise tensiva, sem que seja necessário fazer uso das categorias semissimbólicas. A natureza sincrética dos anúncios estudados traz questões acerca da relação entre as diferentes dimensões expressivas (musical, verbal, visual). Da análise de cada filme pudemos extrair generalizações sobre o conjunto dos anúncios que revelaram (i) suas semelhanças e diferenças em relação ao uso da câmera e da música, (ii) o papel desempenhado pelos elementos repetitivos na cifra tensiva e (iii) uma estrutura de clímax comum a todas as peças. Em nossas conclusões, voltamos à relação entre expressão e conteúdo para, somada às generalizações traçadas, apresentar uma forma de interação entre os planos da linguagem nos quadros da semiótica tensiva. / In the framework of French Semiotics, the concept of semisymbolism enabled a more systematic study of the contributions of the expression to the meaning in texts. It became possible to recognize categories on the level of manifestation of texts that would then be homologated to opposing pairs in the content. Though it meant a great theoretical gain, semisymbolism still had limitations, mainly because the relations it established were contingent and transitory, and, therefore, did not allow for a comparison between different objects. With the developments of the Tensive Model, new ways of relating expression and content were envisaged. Borrowing terms from the expression component, Claude Zilberberg proposed categories that were sufficiently broad to be applied to both planes of the linguistic sign. Under this new perspective, the tensive categories could be seen as the complex term that would link, on a more abstract level, the semisymbolic categories for the expression, on the one side, and for the content, on the other. Having as object of analysis a set of advertisement films, this study proposes to test and extend the uses of the Tensive Model, with the purpose of investigating (i) how tensive categories underlie the semisymbolic ones; (ii) how to apply the theoretical tools of Tensive Semiotics to both content and expression; (iii) which elements of the expression may be relevant to the constitution of the tensive curve of the texts that compose our corpus; and (iv) how to go directly from the figures of expression and content to the tensive analysis, without resorting to semisymbolic categories. The syncretic nature of the advertisements selected raises questions on the relation between different expressive dimensions (musical, verbal, visual). From the analysis of each film, we were able to make generalizations on the group of advertisements that emphasized (i) their differences and similarities in relation to the use of camera and music, (ii) the role played by repetitive structures in the tensive curve, and (iii) the climax structure common to all the films. In our conclusions, we returned to the relation between expression and content, in the light of the generalizations proposed, to present a new form of interaction between the two planes of the linguistic sign in the perspectives of Tensive Semiotics.

Fokus ligger på modeinriktad reklam som analyseras enligt utvalda kriterier, vilket placerar studien inom ramarna för textilt management. Studien avser att introducera läsaren till ämnet genom att ge en bakgrund till det valda ämnet och att motivera relevansen av studien. Därefter leder problemformuleringen fram till en presentation av syftet och forskningsfrågorna i denna studie. Studiens syfte är att beskriva och undersöka hur kvinnors porträttering som sexobjekt i lyxvarumärkens modereklam påverkar konsumentens attityd till dessa varumärken. Även skillnader mellan påverkan på manliga och kvinnliga konsumenter undersöktes inom ramen för studien. För att samla in det empiriska materialet användes bildanalys och en online-enkät-undersökning. Bildanalysen bestod av fem olika reklambilder från fem olika lyxvarumärken som sedan analyserades utifrån valda kriterier för att betygsätta hur sexualiserade de var. Online-enkäten baserades sedan på dessa reklambilder och frågor om varumärken utformades med inspiration från tidigare forskning. Urvalet bestod av konsumenter av kläder i Sverige, ett stratifierat slumpmässigt urval som kombinerades med snöbollsurval. Studiens resultat pekar på att de övergripande svaren sammantaget är att sexualiserande reklam påverkar konsumenten negativt och gör så att denne får en sämre bild av varumärket och ändrar sina köpvanor för det aktuella varumärket. Dock kommer studien fram till att det ändå är förvånansvärt många konsumenter som ändå inte bryr sig om att ett varumärke använder sig av sexualiserande reklam. De skillnader som framkom mellan män och kvinnor är att kvinnor verkar vara mer medvetna om sexualisering i reklam än män och det är betydligt fler kvinnor än män som anger att de ämnar ändra sitt beteende så att den motsvarar deras attityd mot ett varumärke. För vidare forskning rekommenderar vi att undersöka problemet ur ett företagsperspektiv, för att förstå hur de varumärken som använder sig av den här typen av reklam tänker. / The focus of the study is fashion oriented advertising that has been analysed according to chosen criteria, which puts the study within the frames of textile management. The study aims to introduce the reader and give a background to the subject of choice by motivating the relevance of the study. Thereafter the problem formulation leads to a presentation of the purpose and research questions of the study. The purpose of the study is to describe and examine how women's portrayal as sex objects in luxury brand advertising affects consumers attitude toward a brand. Also differences between effects on men and women were examined. To gather the empirical findings we used an image analysis method and and an online-survey. The image analysis was made up of five different advertising images from luxury brands, that were later analysed with chosen criteria to grade an image based on how sexualised it was. The online-survey was based on these analyzed images, thereafter questions about brands were formed with inspiration from earlier studies. The sample was made up by Swedish clothing consumers, a stratified random sampling that we combined with snowball sampling. The findings of the study points to a majority of the participants being negatively affected by sexualised advertising. Which makes the consumers attitude toward a brand negative and changes their buying habits. Although the study also find that there are surprisingly many consumers who will continue buying products from a brand that use sexualised advertising, even though the consumers claim to have been negatively influenced. The differences that were found between men and women were that women seem to be more aware of sexualised advertising than men, and that there are far more women who intend to change their buying behavior to match their attitude toward a brand. A much larger portion of men answered that sexualised advertising do not affect their perception of the brand, compared to women. Although some of the respondents, both genders, are willing to continue buying from the brands that affected them negatively. For further research we suggest to examine this topic from a corporate perspective to understand how the companies that use this type of sexalized advertising are thinking.

La présente thèse de doctorat consiste en une enquête sur la construction du paysage nocturne par la publicité lumineuse, spécifique aux métropoles occidentales depuis la fin du XIXe siècle. Elle s’est appuyée en particulier sur trois études de cas, New York, Londres et Paris, et a cherché à éclairer les circulations d’idées, de techniques et de design qui ont animé ces espaces. Elle interroge notamment la pertinence de la notion de « modèle américain » et souligne les échanges et les apports réciproques entre l’Europe et les États-Unis. Le propos est organisé en trois grandes parties, subdivisées en trois chapitres chacune et il s’y ajoute une série d’annexes. Le livre premier, intitulé « de l’incandescence en publicité : le temps des pionniers » porte sur le premier grand dispositif technique de la publicité lumineuse, celui de la lampe à incandescence, qui s’imposa de la fin du XIXe siècle à la fin des années 1920. Le second livre a pour titre « l’ère du néon : au cœur de la culture populaire ». Il se concentre sur la mise au point et la diffusion des tubes luminescents. Il montre comment la culture populaire s’appropria le néon, à la fois par la fréquentation des hauts-lieux de la publicité lumineuse et par son intégration dans l’art. Enfin, le troisième livre invite à « repenser la publicité, des années 1970 à nos jours », et met en évidence les changements à l’œuvre avec la montée des préoccupations écologiques et énergétiques et le renouvellement des acteurs de publicité lumineuse. Trois évolutions majeures marquent cette période : l’accélération du phénomène de mondialisation ; l’essor de la politique institutionnelle du logo ; la multiplication des écrans vidéo. / The subject of this doctoral thesis is a study of the construction of the nocturnal landscape using illuminating advertising, specific to large Western cities since the end of the XIXth century. It is supported in particular by three case studies: New York, London and Paris and will examine the circulation of ideas, techniques and design used in these locations. The relevance of the concept of the “American model” will be examined, with particular reference to the exchanges and mutual contributions between Europe and the United States. This thesis will be divided into three main sections, each sub-divided into three chapters and supplemented with appendices. The first section, titled “Incandescence in advertising: the pioneers” will examine the first significant technical device used in illuminating advertising, i.e. the incandescent lightbulb, used principally from the end of the XIXth century to the end of the 1920s. The second section, titled “The neon era – at the heart of popular culture” will concentrate on the development and deployment of fluorescent tubes. It will be demonstrated how popular culture appropriated neon lighting, both in its use in the high spots of lighted advertisements and by its inclusion in arts. Finally, the third section titled “Re-thinking advertising from the 1970s to today” will concentrate on changes brought about by the rise of sensitivity to ecological and energy concerns as well as changes in the people involved in the use of lighted advertising. Three major developments mark this period: acceleration of the global phenomenon, the rise of institutional policies involving logos and lastly, the multiplication of video screens.

Introduction: Companies’ interest in social media have been radically increased recently. Marketing is no longer the same as it has been before and today's society has left the traditional marketing behind. Society has contributed to the fact that companies have realized the need to possess and utilize social media as a marketing strategy. Aim: The purpose of the study is to find out which post leads to sales on Instagram and which products can be sold on Instagram. Method: The study is based on a quantitative research method where the response is analyzed from Microsoft Excel and SPSS. Results: The result shows the total statistics of the quantitative survey in the form of tables, figures and hypotheses. Conclusion: The study falsifies and verifies the hypotheses. The study concludes that marketing on Instagram leads to ever higher purchasing decisions for consumers. Posts with the product category clothes, accessories and furnishings are sold better than other products on Instagram. / Inledning: Företags intresse för sociala medier har ökats radikalt den senaste tiden. Marknadsföring är inte längre på samma sätt som den varit och dagens samhälle har lämnat den traditionella marknadsföringen bakom sig. Samhället har bidragit till att företag har insett behovet i att besitta och nyttja sociala medier som en marknadsföringsstrategi. Syfte: Syftet med denna studie är att genom en undersökning förklara vilka inlägg som leder till försäljning på Instagram samt vilka produkter som går att sälja på Instagram. Metod: Studien grundas på en kvantitativ forskningsmetod där responsen analyseras från Microsoft Excel och SPSS. Resultat: Resultatet visar sammanlagda statistiken av den kvantitativa undersökningen i form av tabeller, figurer och hypoteser. Slutsats: Studien falsifierar och verifierar hypoteserna. Studiens slutsats är att marknadsföring på Instagram leder till allt högre köpbeslut för konsumenter. Inlägg med produktkategorin kläder, accessoarer och inredning säljs bättre än andra produkter på Instagram.

本文主要以十八支電視廣告為對象，以Bourdieu的日常生活實踐理論與AIOs、VALs生活指標結合，放入研究脈絡中，並以符號學的分析方式，來觀看大哥大廣告呈現出的消費文化品味類型、消費文化類型隱含意義、以及經過時間歷程對於大哥大消費文化類型意義流動的影響等問題。 結論發現，六種消費文化類型中， 菁英領導型佔有五則、崇尚創意型四則 、隨心所欲型四則、社交應用型三則、價格取向型一則、都會新貴型一則，儘管消費文化類型各有不同，文化中仍存在著幾個相同的主流價值，如對勝利的追求、對成功的渴望、對美好未來的期盼、對自由的嚮往、對簡單的需求等，面對這些主流價值，反映在每個消費文化類型與人生階段的脈絡上時，卻有著截然不同的廣告表現型式。菁英領導型、社交應用型追求的都是一種牽涉到以男性為主權的職場領域，在社會潛移默化的教化下，呈現出「男主外、女主內」、「男強女弱」的父權優勢價值及「追求成就」的成功價值觀；而崇尚創意型、都會新貴型，追求的卻是品味出眾的角色認同，藉由「內外兼具」、「彩色人生」的信念，建構出真正內在追求認同與歸屬的價值習性； 另外，隨心所欲型與價格取向型，即是呈現出隨心所欲的自在掌握生活，其中更體現做自己的價值觀。由此即可反映Bourdieu所言的習性，每個族群皆有其獨特的價值觀，每個價值觀皆是影響每個族群消費文化品味的要素，而活動領域也因此受習性的影響，有的族群游移於職場、有些則在家庭、有些則在社交場合等等，因此在習性與活動領域交錯下，消費文化類型的品味一覽無遺。 而大哥大在台灣發展的情形非常符合從使用價值到符號象徵價值轉向的分析，廣告分析中，從消費文化類型中歸納出以下三種社會階級：一是社會新鮮人、二是家庭主婦、三是菁英主管。社會新鮮人或家庭主婦，都希望藉由學習或模仿能成為廣告中的角色，試圖讓自己的社會身份得以向上流動 。而菁英主管型，由於已擁有令人稱羨的成就與權勢，因此，其即會產生水平身份地位的流動，希望依然能掌握權力態勢。 / Mobile Phone is advertising agency's new lover in these two years. Since the liberalization of telecommunication, mobile phone sellers import all kinds of phones in huge amount to supply customers' demand. After an year's "Supply and Demand", the market of mobile phone is under a kind of stable situation. Meanwhile, many sellers have lots of stock, and these stocks push them to promote in various ways. Certainly, many commercial advertisements come out. With all possible promotions. the importers can sell out their stock to reduce their cost pressure. It also enlarge the market scale by stimulate this market with lower and lower price. The market scale is easily enlarged by those potential consumers as we can find out.Right now, mobile phone is more than a telephone for communication and something symbolic and material. Here I will start with the major concept from the theory of Bourdieu. From its structure of theory, we could view the different classes among habits, capital, and fields. They mean different taste of consumingf, also life style. Making use of 18 commerical advertisements by semiology, I finally categorize five kinds of Consumer Behavior as follow. 1. Elite Oriented 2. Creativity Oriented 3. Whatever Oriented 4. Price Oriented 5. Social Oriented 6. New Nobility. Despite the different consumer behaviors, there is existing main stream in our culture and value like chasing victory, hunger of success, the expectation of wonderful future, the dream of freedom, and the demand of simple. Facing these main streams of value in our society, all different commericial advertisements reflect all kinds of our cultures one by one neatly.

<p>Purpose/Aim: The purpose of this study is to examine how the advertisements of houses in the newspaper of Dagens Nyheter, have developed in layout, by text and image, during the last fifty years and to examine what part of the home is highlighted, as evident values of lifestyle.</p><p>Material/Method: By examining twenty advertisements from the newspapers every decade during the period of 1958-2008, the layout and lifestyle will be described and analyzed by a quantative and qualitive (discourse) method.</p><p>Main results: The advertisements has changed in many ways. The layout has drastically developed to a more personal layout of the estate agents and the trends of lifestyle have had an impact on how the agents have created the text in the advertisments to entice customers.</p>