Made available in DSpace on 2014-12-17T15:38:48Z (GMT). No. of bitstreams: 1 FabianaLS.pdf: 655458 bytes, checksum: e94bc91d973d0c27aac0a995d1542a52 (MD5) Previous issue date: 2004-05-14 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior / The model of attention to health has been suffering alterations due to the difficulty faced to put into practice its universal, democratic and institutional layout. Since the movement of Sanitary Reform, which focused in the demands of a new health context and the process of work in the area of health, one seeks uninterruptedly, to find a way which leads to the execution of the principles of SUS. Despite having tried, the model of Sanitary Vigilance centered within the work of a multi-professional team has shown fragmentation and little adequacy to the necessity of health in the population. Whilst inserting himself in the field of health, the psychology professional has taken with him his clinic way of attending to individuals being one more in the team to act in a de-contextualised and little critical way. In virtue of this framework, the Ministry of Health invests in the Family Health Program as a new guide in the health system, restructuring the basic attention at a new logic of action. In this way, the municipality of Natal-RN implants, in the year 2002, the PSF in the Northern Sanitary District, a context in which professional teams are created where there is not an inclusion of a psychologist. Consequently, this professional is excluded of his work space in the previous Basic Unities of Health. This piece of work constitutes in the investigation of the implementation and instrumentalization of the Northern Sanitary District PSF of Natal-RN, having as its objective to analyze the implications of this execution for the structuring of the health network services and more specifically the alterations that this implementation could be making to the practice of the Psychology Professionals, emphasizing its advances, obstacles and limitations. To make this work feasible it was necessary to search for data and information from the implementation and execution of the PSF in the DSN, carrying interviews from a semi-structured guide, with 21 institutional actors (members of the team, coordinators and directors of the unities and psychologists) / O modelo de aten??o ? sa?de vem sofrendo altera??es em face da dificuldade enfrentada para p?r em pr?tica seu desenho institucional universalista e democr?tico. Desde o Movimento da Reforma Sanit?ria, que p?s em pauta a exig?ncia de um novo contexto de sa?de e o pr?prio processo de trabalho em sa?de, busca-se, ininterruptamente, encontrar um caminho que leve ? efetiva??o dos princ?pios do SUS. Embora o modelo da vigil?ncia sanit?ria - centrada na atua??o de uma equipe multiprofissional - tenha tentado, mostrou-se fragmentado e pouco adequado ?s necessidade de sa?de da popula??o. Ao inserir-se no campo da sa?de, profissional de psicologia levou consigo seu modelo cl?nico de atendimento, sendo mais um - na equipe - a atuar de forma descontextualizada e pouco cr?tica. Em virtude dese quadro, o Minist?rio da Sa?de investe no Programa Sa?de da Fam?lia enquanto novo orientador do sistema de sa?de, resstruturando a aten??o b?sica sob uma nova l?gica de a??o. Nesse sentido, o munic?pio de Natal-RN, implanta, no ano de 2002, PSF no Distrito Sanit?rio Norte, contexto em que s?o criadas equipes de profissionais nas quais n?o h? inclus?o do psic?logo. Conseq?entemente, esse profissional ? exclu?do de seu espa?o de trabalho nas antigas Unidades B?sicas de Sa?de.Este trabalho constitui-se na investiga??o da implanta??o e instrumentaliza??o do PSF no Distrito Sanit?rio Norte de Natal-RN, tendo como objetivo analisar as implica??es dessa efetiva??o para a estrutura??o da rede de servi?os e mais especificamente as altera??es que essa implanta??o possa estar imprimindo ? pr?tica dos profissionais de Psicologia, destacando seus avan?os, entraves e limites. Para realizar tal estudo se fez neces?rio buscar dados e informa??es da implanta??o e efetiva??o do PSF no DSN, realizandoainda entrevistas, a partir de um roteiro semi-estruturado, com 21 atores institucionais (integrantes de equipes, coordenaodres e diretores de unidades de sa?de e psic?logos)

Made available in DSpace on 2014-12-17T15:38:55Z (GMT). No. of bitstreams: 1 AdrianaBR_DISSERT.pdf: 1721654 bytes, checksum: c674cc02c5cf1b9f45a2d13395454494 (MD5) Previous issue date: 2010-09-10 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior / The objective of this research was to investigate psychologist‟s practices at the Reference Specialized Center of Social Assistance (CREAS), special social care unit of medium complexity of the Unique System of Social Assistance (SUAS). With the creation of CREAS occurred the reorganization of specialized services and programs which were scattered within the socialassitantial network and began to be part of this center, creating a mosaic of actions directed to people with their rights violated. At the same time, there was a significant arrival of psychologists to the field of Social Assistance and their questioning facing specialized social demands and the (un)definitions of SUAS‟ policy concerning to special social protection. Was aimed in this research to investigate how psychologist‟s practices are developed at CREAS using semi-structured interviews and following the practices developed by three psychologists at a CREAS in the state of Rio Grande do Norte (RN), indicated by the Ministry of Social Development and Fight against Hunger (MDS) as one of the national references in 2008. It was highlighted a complex work field, which is delineated between the user?s rights perspective and the maintenance of historical difficulties concerning to the Social Assistance. In which the professional is requested to act toward the fight against rights violation, but does not find a field where is possible inter-sector and articulated work, in addition of being exposed to the precariousness of work and the weakness of employment ties, associated to the lack of formation to work in the area. Accordingly, there is still a range of challenges to psychologists in the building of a profession which confront risk situations and break off rights violation. / O objetivo desta pesquisa foi investigar a atua??o do psic?logo no Centro de Refer?ncia Especializado de Assist?ncia Social (CREAS), unidade da prote??o social especial de m?dia complexidade do Sistema ?nico de Assist?ncia Social (SUAS). Com a cria??o do CREAS ocorre o reordenamento de servi?os e programas especializados que estavam dispersos na rede socioassistencial que passam a compor esse centro, formando um mosaico de a??es voltadas para as pessoas com os direitos violados. Concomitantemente, h? a entrada significativa de psic?logos no campo da Assist?ncia Social e os questionamentos desses profissionais frente ?s demandas sociais especializadas e ?s (in)defini??es da pol?tica do SUAS quanto ? prote??o social especial. Buscou-se nesta pesquisa investigar como a atua??o do psic?logo ocorre no CREAS por meio de entrevista semi-estruturada e de acompanhamento das pr?ticas desenvolvidas por tr?s psic?logas em um CREAS no Rio Grande do Norte (RN), apontado como uma das refer?ncias nacionais pelo Minist?rio do Desenvolvimento Social e Combate ? Fome (MDS) em 2008. Evidenciou-se um campo complexo de atua??o, que se delineia entre a perspectiva do direito do usu?rio e a manuten??o de dificuldades hist?ricas pertinentes a Assist?ncia Social. Em que o profissional ? solicitado a agir para enfrentamento da viola??o do direito, mas n?o encontra um campo que possibilite o trabalho intersetorial e articulado, al?m de estar exposto a precariza??o do trabalho e a fragilidade dos v?nculos empregat?cios, associado ? falta de forma??o para atuar na ?rea. Portanto, ainda h? muitos desafios para os psic?logos na constru??o de um trabalho que enfrente as situa??es de risco e rompa com a viola??o de direitos.

Made available in DSpace on 2014-12-17T15:39:01Z (GMT). No. of bitstreams: 1 FellipeCL_DISSERT.pdf: 1453762 bytes, checksum: f47fe7954b54ab31426325a0b86fea0a (MD5) Previous issue date: 2013-02-04 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior / This research has aimed to analyze the presence of the Work and Organizational Psychology (WOP) at the psychologist s undergraduate education after 2004 s National Curricular Guidelines in Brazil. It has investigated in 43 Brazilian undergraduate courses of Psychology how their Course Pedagogical Projects (CPPs) approach the WOP issues. For that investigation, the CPPs, the subjects programmes related to the WOP and the curriculum grid have been accurately read and analyzed. Categories created by similar studies have also been used. The studied knowledge field has been cited by 41 courses, mainly on the definition of the egress s professional profile, on the expected competences and on the psychologist s formation process lines. Moreover, 28 courses have disposed curricular emphasis on the WOP and 12 have provided professional practices on that Psychology s field. All the courses have displayed, at least, one subject related to the WOP and in 29 cases there have been found between two and six subjects concerned to that field of Psychology, occupying nearby 10% of the whole courses credit hours. It has been verified that the Work and Organizational Psychology is allied to discussions about Quality of Life and Health of the Worker, bonded to work prescriptions at the Personnel Management departments and in other places such as syndicates. Additionally, 37% (147) of the WOP s subjects concerns to the contents of the Work Psychology, 21% (81) relates to the Organizational Psychology, 18% (71) are about Industrial Psychology s topics and 14% (55) debates the field generically. The most often issues are: Recruitment and Selection (25 courses); Training, Development, Learning and Education (24); and Work and Mental Health (24). Those topics have assumed three functions: providing principles for the acting at the WOP field; tutoring psychologists to analyze their own workplaces; and offering a comprehension of the human being mediated by the Work. It has been concluded that the WOP is incorporated on the psychologist s undergraduate education by considering the increasing of its presence and the occurrence of its traditional and emergent topics / A pesquisa objetivou analisar a presen?a da Psicologia do Trabalho e das Organiza??es (PT&O) na forma??o graduada do psic?logo ap?s as Diretrizes Curriculares Nacionais de 2004. Investigou-se em 43 cursos de Psicologia do Brasil como os seus Projetos Pedag?gicos de Curso (PPC) contemplavam a PT&O, a partir da leitura exaustiva do PPC e das ementas das disciplinas relacionadas ? PT&O, al?m da an?lise da matriz curricular e do uso de categorias criadas em estudos semelhantes a este. O campo foi citado por 41 cursos, principalmente, na defini??o do perfil do egresso, nas compet?ncias esperadas e no processo de forma??o de psic?logos; 28 cursos possu?am ?nfase curricular em PT&O e em 12 casos havia presen?a de pr?ticas profissionais em PT&O. Todos os cursos apresentaram ao menos uma disciplina no campo e em 29 casos havia entre duas e seis disciplinas, ocupando uma m?dia de 10% da carga hor?ria total do curso. Constatou-se que a PT&O ? vinculada ?s discuss?es de qualidade de vida e sa?de do trabalhador, agregadas ?s prescri??es de trabalho nos setores de Gest?o de Pessoas, e em outros locais, como sindicatos. Ainda, 37% (147) das disciplinas de PT&O versam sobre temas da Psicologia do Trabalho, 21% (81) tratam da Psicologia Organizacional, 18% (71) de assuntos da Psicologia Industrial e 14% (55) tratam de debates gen?ricos sobre o campo. Os temas mais frequentes foram: recrutamento e sele??o (25 cursos), treinamento, desenvolvimento, aprendizagem e educa??o (24) e trabalho e sa?de mental (24). Esses conte?dos assumiram tr?s fun??es: fornecer princ?pios para atua??o no campo, capacitar psic?logos a analisarem seus contextos de trabalho e oferecer uma compreens?o do ser humano mediada pelo trabalho. Concluiu-se que a PT&O est? consolidada na forma??o do psic?logo, pelo ganho gradual de espa?o e pela contempla??o de temas tradicionais e emergentes

Made available in DSpace on 2014-12-17T15:39:06Z (GMT). No. of bitstreams: 1 TabitaASM_DISSERT.pdf: 1343081 bytes, checksum: 9a450bfdf04008fbb559605cc8fb39f6 (MD5) Previous issue date: 2014-05-02 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior / The Shelters are responsible for caring for children and adolescents whose families or guardians are temporarily unable to fulfill his role as care and protection. The activities to be developed by psychologists in these services are greatly important for the elaboration and development of political- pedagogical project of the same, and for reasons pertaining to the present and future of children and adolescents received judgments. The psychologist puts up the challenge of contributing to a better care of children, also cooperating with the implementation of the new care standards of childcare. The aim of this study was to investigate the role of the professional psychologist in assistance to children and adolescents in 13 Shelters in the Metropolitan Region of Natal/RN. For both set out to make visits to the institutions to know how it is organized the field work of the psychologist, his routine work and activities developed. Nine psychologists interviewed according to a semi-structured interview script. The data analysis is supported by the theoretical aspects of dialectical materialism historical and theme content analysis was used. Results were presented from three angles: psychologists and institutional framework; activities, resources and methods of work; psychologists and legal frameworks of the Institutional Hospitality. The study points out the recent entry of the psychologist in Shelters, combined with considerable turnover of these professionals. This work has been organized through the Individualized Service Plan, prioritizing the return to family of origin. Moreover, in general, perform joints with the service network, reporting, individual consultations and follow-adoption processes . Staff members, however, feel a lack of specific and continuing training on special protection, including due to the distance between the proposed theory and practice. It was thus observed a movement of psychologists distance themselves from welfare or repressive practices, however the structural difficulties of services and lack of continuing education appear to limit the development of a performance focused on the transformation of the reality of children and adolescents treated and their families / Os Servi?os de Acolhimento s?o respons?veis por cuidar das crian?as e adolescentes cujas fam?lias ou respons?veis est?o temporariamente impossibilitados de cumprir sua fun??o de cuidado e prote??o. As atividades a serem desenvolvidas pelos psic?logos nesses servi?os s?o sobremaneira importantes para a elabora??o e desenvolvimento do projeto pol?tico-pedag?gico das mesmas, bem como para a fundamenta??o das decis?es judiciais concernentes ao presente e futuro dos acolhidos. Ao psic?logo, coloca-se o desafio de contribuir para um melhor atendimento ? inf?ncia, cooperando tamb?m com a implementa??o dos novos par?metros de atendimento dos servi?os de acolhimento. O objetivo desse estudo foi investigar a atua??o do profissional psic?logo no ?mbito da assist?ncia a crian?as e adolescentes nos 13 Servi?os de Acolhimento da Regi?o Metropolitana de Natal/RN. Para tanto, prop?s-se a realiza??o de visitas ?s institui??es, para conhecer como est? organizado o campo de trabalho do psic?logo, sua rotina de trabalho e atividades desenvolvidas. Foram encontrados nove psic?logos, entrevistados de acordo com um roteiro semiestruturado. A an?lise do material coletado est? apoiada nos aspectos te?ricos do materialismo-hist?rico dial?tico, tamb?m foi utilizada a an?lise de conte?do tem?tica e o software de an?lise de dados qualitativos QDA Miner. Os resultados foram apresentados a partir de tr?s eixos de an?lise: os psic?logos e a estrutura institucional; atividades, m?todos e recursos de trabalho; os psic?logos e os referenciais legais do Acolhimento Institucional. O estudo aponta a recente entrada do psic?logo nos Servi?os de Acolhimento, aliada a consider?vel rotatividade desses profissionais. Seu trabalho tem se organizado atrav?s do Plano Individualizado de Atendimento, com prioridade para o retorno ? fam?lia de origem. Al?m disso, em geral, realizam articula??es com a rede de atendimento, elabora??o de relat?rios, atendimentos individuais e acompanhamentos de processos de ado??o. Os profissionais, por?m, sentem falta de forma??es espec?ficas e continuadas sobre a prote??o especial, inclusive devido ? dist?ncia entre o proposto na teoria e a pr?tica. Foi observado um movimento dos psic?logos em distanciar-se de pr?ticas assistencialistas ou repressivas, entretanto, as dificuldades estruturais dos servi?os e a aus?ncia de forma??o continuada parecem limitar o desenvolvimento de uma atua??o voltada para a transforma??o da realidade das crian?as e adolescentes atendidos e suas fam?lias

Made available in DSpace on 2014-12-17T15:39:07Z (GMT). No. of bitstreams: 1 CandidaMBD.pdf: 934081 bytes, checksum: a03efed6c448b228b555e0fe5d1908b1 (MD5) Previous issue date: 2007-02-12 / Poverty is a main theme in Brazil: according to official data, poverty reachs 70 million Brazilian people, and, between them, 20 million are unable to provide their basic needs. Psychology, as a welfare profession, and given its historical concerns with social actions, could not be away from this theme. Based on this, we ask: Which answers Psychology can provide, toward both the production of knowledge and the practice about social reality? The purpose of this paper is to investigate the psychological scientific production on poverty and the propositions, limits and impacts of psychological actions. We carried out a three stages documental based study analyzing Brazilian psychological literature: (1) online databases survey (312 papers identified); (2) 109 scientific abstracts accessed and coded; (3) selected 47 scientific papers read and analyzed. Results are presented in three sections: general description of the selected scientific production; characterization of the role of poverty in psychological literature; and themes presented at the papers. The academic production about the main theme (poverty) is dispersed, heterogeneous, and related to other fields of knowledge. Poverty is presented at these studies in many ways, such as: a criterium for sample design and the assessment of its psychological impacts; reports on professional experience with poor population; descriptions of this population group; relationship between poverty and others social themes; developmental and learning problems of poor children. In general, it appears that Psychology has improved the scientific production and experiences with poor population. However, it is necessary to build up theories and technical innovations and also to understand structural boundaries for professional practice with this population group / A pobreza revela-se, no Brasil, como quest?o de primeira ordem. Segundo dados oficiais, 70 milh?es de brasileiros vivem em condi??es prec?rias, sendo que, desses, 20 milh?es n?o t?m como suprir suas necessidades b?sicas de sobreviv?ncia. A Psicologia, como profiss?o inserida no campo do bem-estar social e cuja hist?ria aponta para a busca de uma a??o comprometida socialmente, n?o poderia ficar alheia a essa situa??o. Partindo dessa premissa, questionam-se quais as respostas que a Psicologia tem dado a tal quest?o, tanto no que concerne ? produ??o do conhecimento, quanto ? interven??o na realidade social. O objetivo do trabalho ? investigar a produ??o de conhecimento em Psicologia relacionada ? pobreza, analisando as proposi??es, os limites e impactos das a??es empreendidas pelos psic?logos. Foi realizada uma pesquisa documental com a literatura brasileira psicol?gica em tr?s etapas: levantamento nas bases de dados referenciais dispon?veis na Internet e constru??o de um banco de dados com 312 publica??es; recupera??o e codifica??o dos resumos de 109 artigos cient?ficos; sele??o, leitura e an?lise de 47 artigos cient?ficos. Os resultados foram agrupados em tr?s partes: caracteriza??o geral da produ??o; o lugar da pobreza na literatura psicol?gica; as tem?ticas presentes nas produ??es. A produ??o acerca do tema ? dispersa, heterog?nea e possui interse??o com outras ?reas do conhecimento. Com rela??o ? forma como a pobreza aparece nesses estudos, destacam-se: pobreza como crit?rio para recorte populacional e estudo das conseq??ncias psicol?gicas para os indiv?duos; relatos de experi?ncia com popula??es pobres; caracteriza??o dessas popula??es; rela??o da pobreza com outras tem?ticas sociais; desenvolvimento e dificuldades de aprendizagem em crian?as pobres. De uma forma geral, verifica-se um avan?o da Psicologia na produ??o de conhecimento e atua??o com popula??es pobres. No entanto, ainda ? necess?rio construir teorias e t?cnicas inovadoras de trabalho, bem como compreender os limites estruturais da atua??o profissional com essas popula??es

This dissertation addresses the phenomenon of 'radical commodities'-commercial products which advance an oppositional politics. Examples of such include the products of Rage Against The Machine, a 'revolutionary' rock band; Michael Moore, a best-selling author and award-winning documentary filmmaker; Naomi Klein, a journalist and author of the international bestseller No Logo; The Body Shop, a multinational manufacturer and retailer of 'natural' cosmetics and toiletries; Freitag, a company which manufactures bags, wallets and other fashionable accessories from recycled materials, and; the Adbusters Media Foundation, publisher of Adbusters magazine and producer of Blackspot shoes. Radical commodities are fundamentally paradoxical objects whose apparent ethic would appear to be at odds with the fact that they are commodities. This dissertation asks: can a commodity-object legitimately serve as a vehicle for social and political critique? It is reasoned that the problem of radical commodities is principally structural. Marx's seminal writings on the commodity accordingly represent the logical point of departure. The Marxian analysis illuminates not only the commodity-structure, but also the political problematic which emerges from that structure-for Marx, the commodity is a mechanism of exploitation. From an orthodox Marxist perspective, the idea of a radical commodity would therefore be most contradictory, or indeed impossible. It is argued, however, that the Marxian analysis is inconclusive. This dissertation traces a genealogy of analyses of the commodity, which variously advance or diverge from the orthodox Marxist position. From a perspective of the consumption of commodity-objects, the radical commodity would appear to be possible. Yet, the relationship between the commodity-structure and the capitalist ideology runs deep. The question of the radical commodity is therefore markedly more complex than it might initially appear. With regard to the ideological consequence of the commodity-structure, however, certain streams of post-Marxist analysis are themselves problematic, for they ultimately short-circuit historical critique and destabilise the very possibility of politics. In contrast, this dissertation seeks to reaffirm a place for politics and, in so doing, to establish the theoretical possibility of radical commodities. To contend that the idea of a radical commodity is not fundamentally contradictory, however, says nothing of the political potency of such objects. These are undoubtedly complex objects, whose peculiarities cannot be ascertained by abstract theorisation alone. For this reason, this dissertation also employs empirical analyses of a number of radical commodities. In sum, it is argued that the sphere of commodities should be admitted as a possible site for the expression or implementation of a radical politics, and thus that radical commodities should be understood as a legitimate vehicle for social and political critique, but that such objects are by no means free from contradiction, and that the political efficacy of these products is anything but guaranteed.

published_or_final_version / abstract / Education / Master / Master of Education

Baigiamojo darbo tikslas – sukurti šalutinių priemonių stiprinimo modelį VDU įtikinimo komunikacijos procese. Darbą sudaro trys pagrindinės dalys: teorinės literatūros analizė, tyrimo rezultatų analizė ir projektinio modelio sukūrimas. Teorinėje darbo dalyje analizuojama įtikinimo komunikacija, įsigilinimo tikimybės modelis, šalutinės priemonės komunikacijoje. Analitinėje baigiamojo darbo dalyje pateikiami ir analizuojami tyrimo rezultatai, gauti atlikus apklausą, siekiant nustatyti šalutinių priemonių – aukštųjų mokyklų logotipų ir šaltinių patikimumo (informacijos apie aukštąsias mokyklas pateikimo atžvilgiu) – lygį. Projektinėje darbo dalyje sukurti šalutinių priemonių stiprinimo modeliai VDU įtikinėjimo komunikacijoje. / The aim of this final work is to create a model of peripheral cues strengthen in VMU persuasive communication process. The paper consists of three main parts: theoretical analysis, analysis of survey and developing a model. The theoretical part analyzes the persuasive communication, Elaboration Likelihood Model (ELM), peripheral cues in communication. The analytical part of work provides an analysis of results of the study carried out of survey. The main aim of survey was to rate the level of peripheral cues (logos of high schools and source credibility). Design work develops models of peripheral cues strengthen in VMU persuasive communication process.

Graphic profiles are a part of companies’ brand expressions. The graphical values reflect the brand values the business wants to convey. They consist of different graphic elements such as logo, company sign, colour schemes, templates, rules, fonts, pictograms, formats and references to how different graphic elements should look, for example, business cards, signs and materials for websites. This thesis aims to examine why firms choose to replace their graphic profiles by studying their underlying motivations. To investigate this, four companies have been studied along with two agencies working with strategic brand issues and developing graphic profiles. The result shows that the primary aims are to; unite the company, functionality, innovation and modernization, organizational change, differentiation, and emotional factors. These aims are taken into account against the costs companies can fund and therefore generates various extensive added values. The study also shows that the companies generate positive effects regarding internal values by changing their graphic profile. The companies do not consider these values a motivation even though it is one of the biggest values that the change generates. / Grafiska profiler är en del av företags varumärkesuttryck. De grafiska värdena speglar de varumärkesvärden företag önskar förmedla. De består av olika grafiska element som exempelvis logotyp, företagsmärke, färgsättning, mallar, regler, teckensnitt, pictogram, format samt hänvisningar för hur olika grafiska produkter ska se ut exempelvis visitkort, skyltar och material till hemsidor. Uppsatsen syftar till att undersöka varför företag väljer att byta ut sina grafiska profiler genom att studera deras bakomliggande drivkrafter. För att undersöka detta har fyra företag studerats samt två byråer som arbetar med strategiska varumärkesfrågor samt med att ta fram grafiska profiler. Resultatet visar att de primära drivkrafterna är att ena företaget, funktionalitet, förändring och modernisering, organisatoriska förändringar, differentiering samt emotionella faktorer. Dessa tas i beräkning mot de kostnader företagen har möjlighet att bekosta och genererar därmed olika omfattande mervärden. Studien påvisar även att ett mervärde företagen ej tar hänsyn till i de bakomliggande drivkrafterna är de positiva interna effekter bytet genererar.

商標是一種藉由圖像或是混和圖像與文字存在的標誌，經由特定的符號或是顏色所組成，利用圖像的組成、配置、形狀、顏色、混合、字體、字體顏色等視覺元素將會帶給人們不同的視覺感受。 過去的研究中，對於視覺元素在商標中扮演的角色偏向質化的探討，通常多利用使用者測試的方法找到設計元素與商標的相關度，較少應用電腦視覺對於圖像量化分析的方法，本研究的目的在於利用各種視覺特徵的計算方式，分析各種商標中視覺元素的組成，包含商標中圖像的複雜度、和諧度、組成重複度等相關量化指標。 藉由大量透過網路上收集的商標進行分析後，可發現商標普遍具有低複雜度、高和諧度、低重複度的設計特性，本論文最後試著以商標獨特性指標代替商標辨識度以驗證本論文設計的分析方法可行性。由於在電腦視覺領域中相關於商標美學的研究並不常見，本論文亦希望能對電腦視覺分析應用在設計或美學的領域進行先導性的研究。 / A logo is a mark composed of graph or a combination of text and graph. Typical visual elements in a logo design such as layout, shape, color (foreground and background), composition, and typeface. The graphical mark can exhibit interesting properties by mixing the elements in creative ways. Most previous researches regarding the role of visual elements in logo design are of qualitative nature. In this thesis, we propose to incorporate visual feature extraction and analysis algorithms commonly utilized in computer vision to compute proper index and investigate key visual elements in logo design, including complexity, harmony and repetition. After analyzing large amount of logos collected from the internet, we find out that most logos are of low complexity, high balance and exhibit some degree of repetition. We propose a new measure of “distinctiveness” and investigate its relationship with to the aforementioned properties. We hope that the results obtained in thesis serve as a catalyst to motivate further research in applying computer vision methods to the area of aesthetics and design.