O presente trabalho tem como objetivo compreender, através de anúncios publicitários veiculados em revistas de grande circulação entre os anos de 1968 e 1973, as relações estabelecidas entre o regime ditatorial brasileiro e importantes setores da sociedade civil brasileira: as camadas médias e altas, amplas consumidoras das mercadorias anunciadas e interlocutoras privilegiadas dos anúncios, nos quais se expressam imaginários sociais, valores morais, anseios e expectativas; o amplo leque de anunciantes, com seus distintos objetivos mercadológicos e ideológicos, indo do próprio governo ditatorial à burguesia nacional e internacional, e suas intersecções; e o setor publicitário, que na criação dos anúncios reúne não somente objetivos e expectativas dos outros dois agentes, mas também expressam sentidos e questões inerentes à própria profissão. O resultado é um produto cultural bastante singular e revelador das tensões políticas e sociais existentes no contexto ditatorial, sobretudo nos anos do milagre econômico, que condensam tais tensões na dupla alcunha de anos de ouro e anos de chumbo, e que compõem o recorte temporal desta pesquisa. / The objective of this research is to understand, through commercial advertisements published in magazines of great circulation between the years of 1968 and 1973, the relations established between the Brazilian dictatorship and important sectors of Brazilian civil society: the middle and upper classes, large consumers of the advertised commodities and privileged interlocutors of the advertisements, in which are expressed social imaginaries, moral values, wishes and expectations; the wide range of advertisers, with their distinct market and ideological goals, ranging from the dictatorial government to the national and international bourgeoisie and its intersections; and the advertising sector, which in the creation of the ads brings together not only the goals and expectations of the other two subjects, but also express meanings and issues inherent to the profession itself. The result is a singular cultural product that revealing the political and social tensions being in the dictatorial context, especially in the years of the \"economic miracle\", which condense such tensions into the double nickname of \"golden years\" and \"years of lead,\" and which compose the temporal limits of this research.

O presente trabalho tem como objetivo compreender, através de anúncios publicitários veiculados em revistas de grande circulação entre os anos de 1968 e 1973, as relações estabelecidas entre o regime ditatorial brasileiro e importantes setores da sociedade civil brasileira: as camadas médias e altas, amplas consumidoras das mercadorias anunciadas e interlocutoras privilegiadas dos anúncios, nos quais se expressam imaginários sociais, valores morais, anseios e expectativas; o amplo leque de anunciantes, com seus distintos objetivos mercadológicos e ideológicos, indo do próprio governo ditatorial à burguesia nacional e internacional, e suas intersecções; e o setor publicitário, que na criação dos anúncios reúne não somente objetivos e expectativas dos outros dois agentes, mas também expressam sentidos e questões inerentes à própria profissão. O resultado é um produto cultural bastante singular e revelador das tensões políticas e sociais existentes no contexto ditatorial, sobretudo nos anos do milagre econômico, que condensam tais tensões na dupla alcunha de anos de ouro e anos de chumbo, e que compõem o recorte temporal desta pesquisa. / The objective of this research is to understand, through commercial advertisements published in magazines of great circulation between the years of 1968 and 1973, the relations established between the Brazilian dictatorship and important sectors of Brazilian civil society: the middle and upper classes, large consumers of the advertised commodities and privileged interlocutors of the advertisements, in which are expressed social imaginaries, moral values, wishes and expectations; the wide range of advertisers, with their distinct market and ideological goals, ranging from the dictatorial government to the national and international bourgeoisie and its intersections; and the advertising sector, which in the creation of the ads brings together not only the goals and expectations of the other two subjects, but also express meanings and issues inherent to the profession itself. The result is a singular cultural product that revealing the political and social tensions being in the dictatorial context, especially in the years of the \"economic miracle\", which condense such tensions into the double nickname of \"golden years\" and \"years of lead,\" and which compose the temporal limits of this research.

Damp, rotting, smelly, rising from the depths, washed up on shorelines. Seaweed (or Macroalgae) has transitioned over time in its position and uses within the British Isles; as discussed in the thesis it has undergone an evolution from its historical use as a source of food in times of desperation, to the superfood it is lauded as today. Other applications, from medicinal to agricultural, have contributed to a narrative of seaweed’s identity over the centuries, to the appeal of seaweed as a food source in the present day. There is an increased interest in seaweed, especially for culinary purposes, in the British Isles. Research by chefs, cookbooks and innovative product ranges also frame the current attitudes in the use of seaweed in common everyday foods. The case study shows the challenges and opportunities in the current revitalised seaweed market, identifying marketing analysis approaches useful for changing the attitudes toward seaweed in the British Isles. Based on interviews with companies marketing seaweed, and a focus on Seagreens®, I draw on advertising theory and consultancy tools (such as SWOT, AGCC, ELM and DAGMAR) to analyse the current seaweed market defining what I call a ‘consumer triad’ of potential consumers. Findings indicate many possibilities for future USP endorsements depending on the target market, from health-orientated to sustainably farmed. Seaweed interest appears to be more knowledge than consumer driven, so the question instead surrounds the prospect of knowledge sharing in an integrated online manner. Meanwhile, challenges in farming, labelling and conservation within the EU hamper advancements in the field, with the balance shifting to invested interest in Blue Economy models and IMTA systems.

[pt] Esta dissertação realiza um estudo dos anúncios publicitários publicados na revista Pais e Filhos entre os anos de 1968 e 1971. O intuito é discutir de que forma as narrativas midiáticas ajudaram a constituir algumas noções e/ou representações em torno de certos modelos modernos de família e infância. A revista Pais e Filhos, publicação brasileira voltada para a família, foi lançada pela Bloch Editores S.A. em setembro de 1968 e circulou por mais de 40 anos no modelo impresso. Seu nascimento aconteceu em um momento de grandes transformações econômicas, sociais e políticas que modificaram substancialmente as práticas jornalísticas e os modelos produtivos dos meios de comunicação no Brasil. A revolução provocada pela pílula anticoncepcional, a intensificação da censura durante a ditadura militar, a explosão do consumo e o incremento tecnológico foram fatores que impactaram o mercado editorial apontando tanto para uma maior distribuição e alcance das mensagens da mídia quanto para o início do processo de segmentação na imprensa brasileira. Neste sentido, tendo como base teórica a abordagem culturalista dos estudos sobre consumo, esta pesquisa promove uma reflexão sobre como a Pais e Filhos se constituiu como uma importante publicação que, desde seus primeiros anos, ajudou a sustentar a vinculação entre a cultura do consumo e as noções modernas de família e infância. / [en] This dissertation conducts a study of advertisements published in Parents and Sons magazine between the years 1968 to 1971. The aim is to discuss how medianarratives helped to constitute some notions and/or representations around certainmodern models of family and infancy. Parents and Sons magazine, a Brazilian familypublication, was launched by Bloch Editors S.A. in September 1968 and circulatedfor over forty years in print. Its birth took place at a time of great economic, socialand political transformations that substantially modified journalistic practices andproductive models of the media in Brazil. The revolution provoked by thecontraceptive pill, the intensification of censorship during the military dictatorship,the explosion of consumption and the technological increase were factors thatimpacted the publishing market, pointing both to a greater distribution and reach ofmedia messages and to the beginning of the process of segmentation in the Brazilianpress. In this sense, having as a theoretical basis the culturalist approach to studieson consumption, this research promotes a reflection on how Parents and Sonsmagazine was constituted as an important publication that, since its early years,helped to sustain the link between consumer culture and modern notions of familyand childhood.

[pt] O presente trabalho propõe uma análise sobre a publicidade a partir do seriado de televisão Mad Men (2007-2015). O estudo articula questões entre cultura e a publicidade, mais precisamente, a respeito das formas pelas quais a narrativa publicitária se apropria de certos valores culturais no processo de produção dos anúncios. Mad Men traça um amplo panorama das principais mudanças da profissão na década de 1960, sendo um excelente cenário para uma análise das mudanças internas às agências de publicidade. A investigação pretende compreender os acontecimentos históricos daquela época e seu reflexo nos principais anúncios criados pela agência da ficção e analisar as transformações profissionais aconteci-das nas agências de publicidade representadas em Mad Men. Dessa forma, a pesquisa evidencia a contribuição do seriado para construção de uma história da atividade publicitária, agindo como um possível legitimador da profissão. E, além disso, através das representações culturais identificadas nos anúncios, procura estudar como a atividade publicitária pode ser, entre outras coisas, um projeto de captação do imaginário coletivo. / [en] The present work proposes an analysis on advertising from the television series Mad Men (2007-2015). The study articulates issues between culture and advertising, more precisely, about the ways in which the publicity narrative appropriates certain cultural values in the process of production of ads. Mad Men draws a broad panorama of the main changes of the profession in the 1960, being an excellent scenario for an analysis of the internal changes to advertising agencies. The research aims to understand the historical events of that time and their reflections in the main ads created by the Agency of fiction and analyze the changes that happen in the professional advertising agencies represented in Mad Men. In this way, the research highlights the contribution of the show to build a history of advertising activity, acting as a legitimizer of the profession. And, in addition, through the cultural representations identified in ads, seeks to study how the advertising activity can be, among other things, a project to capture the collective imagination.

Syftet med detta arbete är att visa på hur man kan lyfta fram ett genusperspektiv i historieundervisningen och i historieläromedel. Denna studie är baserad på en statlig rapport som utkom år 2010. SOU-rapporten visar på ett alarmerande resultat kring genusuppdelningen i dagens läroböcker i historia. I merparten av böckerna är det fortfarande männens och de övre samhällsskiktens historia som berättas. Detta trots att det idag finns modern forskning att tillgå inom historieforskningen som berättar kvinnornas, barnens och den ordinära människans historia. I denna studie har jag i två olika klasser i grundskolans senare år utfört en enkätundersökning i syfte att se till hur elevernas uppfattning kring genusuppdelningen i läromedlen stämmer överens med det resultat som den statliga rapporten redovisar. Genom en pilotlektion kring kvinnornas 1900-talshistoria och ett temaarbete kopplat till 1900-talets reklam och kommersialismens historia, knutet till den ordinära människans historia, vill jag med denna studie visa på olika undervisningssätt som kan lyfta fram ett genusperspektiv på historien. Resultaten i enkätundersökningen visar framförallt på att flickorna efterlyser en mer genusinriktad och identifieringsbar historieundervisning i skolan idag. / The purpose of this essay is to show how a gender perspective in the teaching of history can be displayed as well as in history educational materials. This study is based on a report runned by the Swedish Government, which was published in 2010. It indicates an alarming result of gender segregation in today´s edcational materials. In the most of the books it is still the men´s history and the history of the upper class society which is being told. This is the given persective, despite the modern research of today which is available in historical research which tells the women, children och and the ordinary human history. In this study I have carried out a survey in two classes to exam´ine if the pupils´ opinion of gender segregation in the books agree with the report from the Government. I held a pilotlesson about the 20th century history of women and a thematic work connected to the 20th century advertising and the history of commersialism connected to the ordinary human history. I will in this study display the various ways of teaching, which can show a gender perspective on history. The results of the survey shows above all that the girls are searching for a more gender adjusted and a more identifiable history education in schools today.

Made available in DSpace on 2016-04-27T19:30:04Z (GMT). No. of bitstreams: 1 Luiz Cezar Silva dos Santos.pdf: 19307334 bytes, checksum: 55803adc3efa0c7ab4fe447b347a16fd (MD5) Previous issue date: 2010-11-05 / This thesis examines the relationships between advertising and urban living in the city of Belem, in the period known historically as belle epoque, between the years 1870 and 1912. From the analysis of advertising campaigns, the study focus on the construction of historical representations of the city of Belem of Para, and the evolution of advertising activity in this period. Reflecting on the representations constructed by the look of propaganda and publicity about the city of Belem, conveyed in advertisements for newspapers, almanacs and commemorative albums of the time, sought help to systematize the history of advertising activity between the late nineteenth century and early twentieth century in the Paris of the Tropics . Call belle epoque Amazon depicts the euphoria and the triumph of bourgeois society of the time over a period of effervescence economic, material and technological, from the extraction and marketing of rubber, a fact that has generated a cultural climate, intellectual and artistic which translated into new ways of think and live the life of the city of Belem. This study discusses between the years 1870 and 1912 the role and importance of advertising in this context / Esta tese analisa as relações entre a publicidade e o viver urbano na cidade de Belém, no período conhecido historicamente como belle époque, entre os anos de 1870 e 1912. A partir da análise de peças publicitárias, o estudo tem como foco a construção histórica de representações sobre a cidade de Belém do Pará, e a evolução da atividade publicitária nesse período. Ao refletir sobre as representações construídas pelo olhar da propaganda e da publicidade sobre a cidade de Belém, veiculadas nas mensagens publicitárias de jornais, almanaques e álbuns comemorativos da época, busca contribuir para a sistematização da história da atividade publicitária entre o final do século XIX e início do século XX na Paris dos Trópicos . A chamada belle époque amazônica retrata a euforia e o triunfo da sociedade burguesa da época num período de efervescência econômica, material e tecnológica, proveniente da extração e comercialização da borracha; fato que gerou um clima cultural, intelectual e artístico, que se traduziu em novos modos de pensar e viver o cotidiano da cidade de Belém. Este estudo discute, entre os anos de 1870 e 1912, o papel e a importância da publicidade nesse contexto

On opening women's magazine the reader is bombarded with page after page of advertisements featuring highly sexualised images of women. This thesis explores the use of sexuality in contemporary women's magazine advertising and how women respond to this. A year-long analysis of twelve different monthly magazines, spanning three different age demographics was undertaken. A comprehensive coding schedule was developed, and over 5000 advertisements were analysed in a quantitative manner to determine the level of sexuality. Nearly 500 women took part in an online survey. It was designed to gauge their responses to the use of sex in advertising, as well as the influence of advertising overall. This analysis found that sex is a tool used by advertisers in almost every advertisement that appears in women's magazines, particularly those targeted at the youngest age demographics. Some products, such as fragrances, rely more heavily on the use of sex in their advertising campaigns than others. The women surveyed believed that average and older women are under-represented in advertising. Women tend to recollect advertisements that promote a 'promise' or an idealised lifestyle set in a sexual context. Recollection is, of course, the aim of advertising, so it would appear that the use of sex is here to stay.

Tato diplomová práce z oblasti marketingu zkoumá možnost využití alternativního reklamního média zvaného GreenGraffiti jako dalšího komunikačního nástroje. Protože je pro Českou republiku a tím i české klienty tento typ reklamního média nový, je důležité vysvětlit, co přesně GreenGraffiti je, odkud pochází a jak se objevilo v České republice. Tato diplomová práce bude také zkoumat, zda je GreenGraffiti vhodným reklamním médiem pro český trh ,a které problémy je třeba vyřešit před tím, než bude zařazen do komunikačního mixu společnosti. Tato práce je napsána na základě znalostí získaných během stáže ve Studio Tomato s.r.o., které vlastnilo licenci na GreenGraffiti pro Českou republiku a také na základě informací získaných od Jima Bowese, zakladatele GreenGraffiti Holding BV.