This thesis presents an estimator to assist or replace a fighter aircraft’s air datasystem (ADS). The estimator is based on machine learning and LSTM neuralnetworks and uses the statistical correlation between states to estimate the angleof attack, angle of sideslip and Mach number using only the internal sensorsof the aircraft. The model is trained and extensively tested on a fighter jetsimulation model and shows promising results. The methodology and accuracyof the estimator are discussed, together with how a real-world implementationwould work. The estimators presented should act as a proof of concept of thepower of neural networks in state estimation, whilst the report discusses theirstrengths and weaknesses. The estimators can estimate the three targets wellin a vast envelope of altitudes, speeds, winds and manoeuvres. However, thetechnology is quite far from real-world implementation as it lacks transparencybut shows promising potential for future development. / Det här examensarbetet presenterar en estimator för att hjälpa eller ersätta ettstridsflygplans luftdatasystem (ADS). Estimatorn är baserad på maskininlärningoch LSTM neurala nätverk och använder statistisk korrelation mellan tillstånd föratt uppskatta anfallsvinkeln, sidglidningsvinkel och Mach-tal endast med hjälpav flygplanets interna sensorer. Modellen är tränad och utförligt testad på ensimuleringsmodell för stridsflygplan och visar lovande resultat. Estimatornsmetodik och noggrannhet diskuteras, tillsammans med hur en implementeringi verkligheten skulle fungera. De presenterade estimatorerna bör fungera somett “proof of concept” för kraften hos neurala nätverk för tillståndsuppskattning,medan rapporten diskuterar deras styrkor och svagheter. Estimatorerna kanuppskatta de tre tillstånden väl i ett stort spektra av altituder, hastigheter, vindaroch manövrar. Tekniken är dock ganska långt ifrån en verklig implementeringeftersom den saknar transparens, men visar lovande potential för framtidautveckling.

In dieser Dissertation werden Aspekte von superkonformen Quantenfeldtheorien untersucht, die für die sogenannte AdS/CFT Korrespondenz relevant sind. Die AdS/CFT Korrespondenz beschreibt eine Dualität zwischen Stringtheorien im Anti-de Sitter Raum und superkonformen Quantenfeldtheorien im Minkowskiraum. In diesem Kontext wurde die sog. Wilsonschleifen / Amplituden Dualität entdeckt, die die Übereinstimmung von n-Gluon MHV Amplituden und n-seitigen polygonalen Wilsonschleifen in der N=4 supersymmetrischen Yang-Mills (SYM) Theorie beschreibt. Im ersten Teil dieser Dissertation wird die Wilsonschleifenseite einer solchen möglichen Dualität in der N=6 superkonformen Chern-Simons (ABJM) Theorie untersucht. Das Hauptergebnis dieser Untersuchungen ist, dass der Erwartungswert der n-seitigen polygonalen Wilsonschleifen auf Einschleifenebene verschwindet, während er auf Zweischleifenebene in seiner funktionalen Form identisch zu der analogen Wilsonschleife in N=4 SYM auf Einschleifenniveau ist. Außerdem wird eine anomale konforme Wardidentität für Wilsonschleifen in Chern-Simons Theorie berechnet. Zudem werden die damit im Zusammenhang stehenden Entwicklungen für Amplituden und Korrelatoren in der ABJM Theorie diskutiert. Im zweiten Teil dieser Dissertation werden Dreipunktfunktionen von zwei geschützten Operatoren und einem Twist-Zwei Operator mit beleibigem Spin j in der N=4 SYM Theorie berechnet. Dafür werden die Indizes des Spin j Operators auf den Lichtkegel projiziert und der Korrelator wird in einem Grenzfall untersucht in dem der Impuls der bei dem Spin j Operator einfließt verschwindet. Dieser Grenzfall vereinfacht die perturbative Berechnung erheblich, da alle Dreipunktdiagramme effektiv auf Zweipunktdiagramme reduziert werden und die Abhängigkeit der Mischungsmatrix auf Einschleifenebene herausfällt. Das Ergebnis stimmt mit der Analyse der Operatorproduktentwicklung von Vierpunktfunktionen geschützter Operatoren von Dolan und Osborn aus dem Jahre 2004 überein. / In this thesis aspects of superconformal field theories that are of interest in the so-called AdS/CFT correspondence are investivated. The AdS/CFT correspondence states a duality between string theories living on Anti-de Sitter space and superconformal quantum field theories in Minkowski space. In the context of the AdS/CFT correspondence the so-called Wilson loop / amplitude duality was discovered, stating the equality of the finite parts of n-gluon MHV amplitudes and n-sided lightlike polygonal Wilson loops in N=4 supersymmetric Yang-Mills (SYM) theory. It is the subject of the first part of this thesis to investigate the Wilson loop side of a possible similar duality in N=6 superconformal Chern-Simons matter (ABJM) theory. The main result is, that the expectation value of n-sided lightlike polygonal Wilson loops vanishes at one-loop order and at two-loop order is identical in its functional form to the Wilson loop in N=4 SYM theory at one-loop order. Furthermore, an anomalous conformal Ward identity for Wilson loops in Chern-Simons theory is derived. Related developments and symmetries of amplitudes and correlators in ABJM theory are discussed as well. In the second part of this thesis we calculate three-point functions of two protected operators and one twist-two operator with arbitrary even spin j in N =4 SYM theory. In order to carry out the calculations, the indices of the spin j operator are projected to the light-cone and the correlator is evaluated in a soft-limit where the momentum coming in at the spin j operator becomes zero. This limit largely simplifies the perturbative calculation, since all three-point diagrams effectively reduce to two-point diagrams and the dependence on the one-loop mixing matrix drops out completely. The result is in agreement with the analysis of the operator product expansion of four-point functions of half-BPS operators by Dolan and Osborn in 2004.

Diese Arbeit wird durch die AdS/CFT Korrespondenz, sowie durch die Dualität zwischen lichtartigen, polygonalen Wilsonschleifen und Gluonenstreuamplituden in N=4 Super-Yang-Mills-Theorie motiviert. Bei starker Kopplung haben lichtartige, polygonale Wilsonschleifen und Gluonenstreuamplituden eine Beschreibung über raumartige Minimalflächen in AdS5. Wir benutzen eine Pohlmeyerreduktion, um eine Klassifikation aller raumartigen Minimalflächen in AdS3xS3 mit flachen Projektionen herzuleiten. Diese Klassifikation enthält neun verschiedene Klassen von Flächen. Dabei treten raumartige, zeitartige und degenerierte AdS3-Projektionen auf. Bei denjenigen Lösungen, die einen geschlossenen, polygonalen und lichtartigen Rand besitzen, berechnen wir den regularisierten Flächeninhalt. Bei schwacher Kopplung erfüllen lichtartige, polygonale Wilsonschleifen und Gluonenstreuamplituden den um eine Remainderfunktion korrigierten BDS-Ansatz. Wir präsentieren eine Technik, die auf einer Renormierungsgruppengleichung für selbstschneidende Wilsonschleifen beruht, mit der wir die Divergenzen der Remainderfunktion in diesem Limes berechnen können. Mittels dieser Technik analysieren wir zwei Arten des Selbstschnittes. Im Falle des Selbstschnittes zwischen zwei Ecken berechnen wir die führenden Divergenzen bis zur vierten Schleifenordnung. Beim Selbstschnitt zwischen zwei Kanten berechnen wir die führenden und nächstfolgenden Divergenzen bis zur vierten Schleifenordnung und präsentieren eine analytische Fortsetzung in die Region der Euklidischen Wilsonschleifen und sagen bestimmte Terme vorher, die in dem unbekannten analytischen Ausdruck für die Remainderfunktion enthalten sein müssen. / This thesis is motivated by the AdS/CFT correspondence and the duality between gluon scattering amplitudes and light-like polygonal Wilson loops in N=4 super Yang-Mills theory. At strong coupling light-like polygonal Wilson loops and gluon scattering amplitudes have a description in terms of space-like minimal surfaces in AdS5. We use a Pohlmeyer reduction to derive a classification of all space-like minimal surfaces in AdS3xS3 that have flat projections. The classification consists of nine different classes and contains space-like, time-like and degenerated AdS3 projections. For solutions that admit a closed light-like polygonal boundary we calculate the regularized area. At weak coupling light-like polygonal Wilson loops and gluon scattering amplitudes obey the BDS Ansatz corrected by a remainder function. We present a renormalisation group equation technique using self-crossing Wilson loops to extract the divergences of the remainder function in this limit. Using this technique we analyse two different types of self-crossing. We present the leading and sub-leading divergences up to four loops for a crossing between two edges and the leading divergences for a crossing between two vertices. For a crossing between two edges we present an analytic continuation to the euclidean regime to predict certain terms that have to occur in the unknown analytic expression of the remainder function.

Die AdS/CFT-Dualität zwischen N=4 SYM und dem AdS_5 × S^5 Superstring zeigt Quanten-Integrabilität im planaren Limes und erlaubte die Konstruktion mächtiger Methoden, welche das Spektrale Problem zu lösen scheinen. Unser Verständnis der direkten Quantisierung des AdS_5 × S^5 Superstrings ist jedoch weiterhin unbefriedigend und besonders das Spektrum kurzer Stringzustände war bisher nur in führender Ordnung in starker ''t Hooft-Kopplung bekannt. In dieser Arbeit untersuchen wir verschiedene Methoden der perturbativen Quantisierung kurzer Strings über die führende Ordnung hinaus, wodurch wir uns auch einen besseres Verständnis der vorhandenen Quanten-Symmetrien erhoffen. Wir fokusieren auf die niedrigst angeregten Stringzustände, dual zum Konishi-Supermultiplet, und begutachten kritisch eine angeblichen Berechnung der Konishi anomalen Skalendimension im Pure-Spinor-Superstring-Formalismus. Als nächstes betrachten wir den bosonischen AdS_5 × S^5 String in statischer Eichung und konstruieren eine sog. Einzelmoden-Stringlösung, eine Veralgemeinerung des pulsierenden Strings durch unbeschränkte Nullmoden. Diese ist klassisch integrabel und quanteninvariant unter den Isometrien SO(2,4) × SO(6). Mögliche Korrekturen der vernachlässigten Supersymmetrie werden heuristisch berücksichtigt, wodurch die ersten Quantenkorrekturen der Konishi anomale Skalendimension reproduzieren werden. Wir implementieren statische Eichung für den AdS_5 × S^5 Superstring und finden elegante Ausdrücke für die Lagrangedichte und Superladungen. Unter Beschränkung auf das Superteilchen finden wir auf zwei unterschiedliche Arten kanonische Koordinaten in quadratischer Ordnung in Fermionen. Schließlich betrachten wir eine weitere Quantisierungsmethode: Da der Einzelmoden-String die SO(2,4) × SO(6)-Bahn des pulsierenden Strings ist, wenden wir Bahn-Methoden-Quantisierung auf das Teilchen und Spinning Strings in bosonischem AdS_3 × S^3 an und erhalten konsistente Ergebnisse für die Spektra. / The initial AdS/CFT duality pair, the duality between N=4 SYM and the AdS_5 × S^5 superstring, appears to enjoy quantum integrability in the planar limit, which allowed to devise powerful methods ostensibly solving the spectral problem. However, quantization of the AdS_5 × S^5 superstring from first principles is still an open question and especially the spectrum of short string states has previously been derived only at leading order in large ''t Hooft coupling. In this thesis we investigate possible routes to quantize short string states perturbatively beyond the leading order, where equally our aim is to gain better appreciation of the quantum symmetries at play. A prominent role is played by the lowest excited string states, dual to the Konishi supermultiplet, and we start by reviewing critically an asserted derivation of the Konishi anomalous dimension in the setup of pure spinor string theory. Next, we constrain ourselves to bosonic AdS_5 × S^5 String in static gauge, where we construct a so-called single-mode string solution, a generalization of the pulsating string allowing for unconstrained zero-modes. This solution shows classical integrability and invariance under the isometries SO(2,4) × SO(6) at the quantum level. Arguing heuristically about the effects of supersymmetry, we indeed recover the first non-trivial quantum correction to the Konishi anomalous dimension. We continue by implementing static gauge for the full AdS_5 × S^5 superstring and find elegant expressions for the Lagrangian density and the supercharges. We then constrain our interest to the superparticle and, using two different methods, find canonical coordinates at quadratic order in fermions. We conclude by exploring another quantization scheme: As the single-mode string is nothing but the SO(2,4) × SO(6) orbit of the pulsating string, we apply orbit method quantization to the particle and spinning string solutions in bosonic AdS_3 × S^3 yielding consistent results for the spectra.

Bakgrund: Det finns problem kring att avgöra exakt hur effektiva reklamkampanjer är. TV-reklam är det mest inflytelserika mediet och fastän det inte finns belägg för att det direkt leder till något köp så kan det leda till att TV-reklamen förblir i vårt medvetande. Det finns därmed ett behov av att förstå vilka faktorer och strategier som anses vara effektiva i konsumentens ögon.  Syften: Studien har som ändamål att identifiera och undersöka potentiella faktorer bakom effektiv TV-reklam, samt utöka förståelsen utifrån konsumenters synsätt. Studien utforskar även konsumenters vana att undvika TV-reklam och om denna vana upplevs annorlunda när de exponeras för in-stream video ads i stället.  Teorier: Den tidigare forskningen har anknytning till fyra faktorer som ligger i grund för studien. De fyra faktorerna är Kreativitet, Moment-to-Moment (EV & IV), Brand Image och Celebrity Endorsement. Studien utgår även ifrån tidigare forskning kring konsumenters vana att undvika TV-reklam.  Metod: En kvalitativ studie där fokusgrupper har använts som forskningsmetod. En deduktiv ansats har tillämpats. Urvalet bestod av studenter från Södertörns Högskola.  Slutsats: Vissa potentiella faktorer bakom effektiv TV-reklam var mer effektiva än andra. Celebrity Endorsement och Brand Image ansågs leda till ett faktiskt köp medan de andra faktorerna endast visade sig påverka intention kring köp. Konsumenter om de får möjligheten väljer att undvika TV-reklam i stor utsträckning av anledningen att det är irriterande och stör handlingen. Reklam undveks mer på traditionell TV än på in-stream video ads av anledning att TV-reklampausen varar längre.                                          Begrepp: När begreppet konsument nämns hänvisar vi till personer som exponeras för TV-reklamen, alltså inte de som köper produkten utan de som konsumerar marknadsföringens innehåll. In-stream video ads innefattar TV-reklam som koncept överfört till internet. / Background: There are problems with determining exactly how effective advertising campaigns are. TV advertising is the most influential medium and although there is no evidence that it directly leads to any purchase, it can lead to TV commercials remaining in our consciousness. There is thus a need to understand which factors and strategies are considered effective in the eyes of the consumer. Purpose: The purpose of the study is to identify and investigate potential factors behind effective television advertising and expand understanding from the perspective of consumers. The report also explores consumers' habit of avoiding TV commercials and whether this habit is experienced differently when exposed to in-stream video ads instead. Theories: The study is based on previous research and this research is related to four factors that form the basis of the study. The four factors are Creativity, Moment-to-Moment (EV & IV), Brand Image and Celebrity Endorsement. The study is also based on previous research concerning consumers' habit of avoiding TV commercials. Methods: A qualitative study where focus groups have been used as a research method. A deductive approach has been applied. The sample consisted of students from Södertörn University. Conclusions: Some potential factors behind effective TV advertising were more effective than others. Celebrity Endorsement and Brand Image were considered to lead to an actual purchase while the other factors only led to intention regarding purchase. Consumers, if given the opportunity, choose to avoid TV commercials largely for the reason that it is annoying and disrupts the action. It was avoided more on traditional TV than in-stream video ads for the reason that the TV commercial break lasted longer.  Concept: When the term consumer is mentioned, we refer to people who are exposed to TV advertising, not those who buy the product but those who consume the content of the marketing. In-stream video ads entail TV-commercial as a concept transferred to the Internet.

In dieser Arbeit betrachten wir zwei Ansätze zur Untersuchung von Korrelationsfunktionen in eindimensionalen konformen Feldtheorien mit Defekten (dCFT1), insbesondere solche, die durch 1/2-BPS-Wilson-Linien-Defekte in den drei- und vierdimensionalen superkonformen Theorien definiert sind, die für die AdS/CFT-Korrespondenz relevant sind. Zunächst verwenden wir den analytischen konformen Bootstrap, um zwei Beispiele von Defektkorrelatoren auszuwerten. Der Vier-Punkt-Korrelator des Verschiebungs-Supermultipletts, das auf der 1/2-BPS-Wilson-Linie in der ABJM-Theorie eingefügt ist, wird bis zur dritten Ordnung in einer starken Kopplungsexpansion berechnet und reproduziert die expliziten Witten-Diagramm-Berechnungen erster Ordnung. Anschließend wird der Fünf-Punkt-Korrelator von 1/2-BPS-Operatoren, die auf der 1/2-BPS-Wilson-Linie in N=4 Super-Yang-Mills eingefügt sind, untersucht und in einer starken Kopplungsexpansion bis zur ersten Ordnung gebootstrapped. Anschließend werden die CFT1-Daten extrahiert, die bestätigen, dass das Mischen von Operatoren die anomale Dimension erster Ordnung nicht beeinflusst. Der zweite Ansatz betrachtet die allgemeine Struktur von Korrelatoren in effektiven Theorien in AdS2. Es werden alle skalaren n-Punkt-Kontakt-Witten-Diagramme für externe Operatoren mit ganzzahligem konformem Gewicht berechnet. Effektive Theorien in AdS2, die durch eine Wechselwirkungslagrange mit einer beliebigen Anzahl von Ableitungen definiert sind, werden dann betrachtet und mit Hilfe eines neuen Formalismus der Mellin-Amplituden für 1d-CFTs bis zur ersten Ordnung gelöst. Schließlich wird die diskretisierte Wirkung der Cusped-Wilson-Linie als alternative Möglichkeit zur Gewinnung nicht-perturbativer Daten vorgestellt: durch die Gitterfeldtheorie. / In this thesis, we consider two approaches to the study of correlation functions in one-dimensional defect Conformal Field Theories (dCFT1), in particular those defined by 1/2-BPS Wilson line defects in the three- and four-dimensional superconformal theories relevant in the AdS/CFT correspondence. In the first approach, we use the analytic conformal bootstrap to evaluate two examples of defect correlators. The four-point correlator of the displacement supermultiplet inserted on the 1/2-BPS Wilson line in ABJM theory is computed to the third order in a strong-coupling expansion and reproduces the explicit first-order Witten diagram calculations. The CFT1 data are then extracted from this correlator, and the operator mixing is solved at first order. Consequently, all-order results are derived for the part of the correlator with the highest logarithm power, uniquely determining the double-scaling limit. Then, the five-point correlator of 1/2-BPS operators inserted on the 1/2-BPS Wilson line in =4 super Yang-Mills are studied. The superblocks are derived for all channels of the OPE, and the five-point correlator is bootstrapped to first order in a strong coupling expansion. The CFT1 data are then extracted, confirming that operator mixing does not affect the first-order anomalous dimension. The second approach considers the general structure of correlators in effective theories in AdS2. All scalar n-point contact Witten diagrams for external operators of integer conformal weight are computed. Effective theories in AdS2 defined by an interaction Lagrangian with an arbitrary number of derivatives are then considered and solved to first order using a new formalism of Mellin amplitudes for 1d CFTs. Finally, the cusped Wilson line discretised action is presented as an alternative way to obtain non-perturbative data: through Lattice Field Theory.

本研究以2014年台北市長選舉，連勝文陣營為個案，探討其電視競選廣告的產製策略。首先根據外在環境因素與內在組織因素，將選戰劃分為三個時期，再分別探討連勝文陣營在這三個時期的競選傳播策略，以及組織動力，如何影響電視競選廣告的產製。研究方法為深度訪談法與參與觀察法。 研究結果顯示，由於連勝文陣營缺乏競選傳播策略，無法產製有效文宣，在選戰早期就該形塑的候選人定位也始終不明。選戰中遭遇危機，無法適時調整策略，競選廣告沒有扣連明確功能，而成為創意的試驗場，甚至造成反效果。 若從組織動力的角度切入，連勝文陣營競選傳播策略不明的問題，與遲遲無法建立領導核心有關。競選陣營的決策機制，往往是多元與效率的拉鋸，但為了因應瞬息萬變的選戰情勢，必要時應以效率為先，只是在組織與內規建立時，也應設下內控機制。 / This research focuses on Sean Lien camp’s strategy on the production of televised campaign communication during the 2014 Taipei city Mayoral election. First, the campaign can be divided into three phrases in terms of external factor and internal factor. This research will further look into the campaign communication strategy, and how televised campaign communication of Lien camp’s organization during the three phrases. The research methods are in-depth interview and observation in person. The research results show that Lien camp lacks campaign communication strategy, so Lien camp cannot produce effective campaign ads during his campaign. Lien camp fails to identify what kind of the candidate will play if elected, and also cannot adjust its campaign strategy to cope with urgent situation. Lien camp’s campaign communication cannot effectively promote candidate, but just to become the experiment of imagination and leads to counter-effect to the campaign. Judging from Lien camp’s organization, Lien camp fails to establish a clear leadership which is related to ineffectiveness of campaign communication. Decision-making mechanism of campaign headquarters is the tug-of-war between diversity and effectiveness. Sometimes, campaign headquarters must set effective measures as top priority in order to deal with changing campaign situation. However, internal control mechanism must be built while the establishment of organization of campaign headquarters and internal rules.

In this thesis we review the gauge/gravity duality and how it can be used to compute the thermodynamic properties and low-energy excitations of holographic quantum liquids - strongly-interacting field theories with a non-zero density of matter. We then study in detail the charge density excitations of two such liquids, the D3/D7 theory and the RN-AdS₄ theory, by computing the poles of their charge density Green's functions, and their charge density spectral functions. Although it is not a Landau Fermi liquid, the charge density excitations of the D3/D7 theory display many of the same properties as one, including a collisionless/hydrodynamic crossover as the temperature is increased. In contrast to this, the charge density (and energy density) excitations of the RN-AdS₄ theory do not share these properties but behave in a way that cannot be explained by Landau's theory of interacting fermionic quasiparticles. This is consistent with other results which indicate that this is not a Landau Fermi liquid.

[pt] Este trabalho descreve o desenvolvimento completo de um Amplificador de Potência de RF para Transceptores Multibanda. Em sua etapa inicial mostra um apanhado geral da teoria de todos os parâmetros relevantes para a medida de desempenho desses dispositivos, como potência, ganho e parâmetros de não linearidades. Em seguida são expostas as teorias básicas para o entendimento dos mecanismos para extração da máxima potência de um transistor, focando nos transistores de efeito de campo FET, incluindo a caracterização para regimes de alta potência. São apresentados os modos de operação de um amplificador de potência, focando nos chamados modos clássicos, dado que esses modos são convenientes para operação em banda larga. Para a correta operação de qualquer dispositivo que apresente ganho, a análise de estabilidade é apresentada com o procedimento de estabilização de transistores. A partir de todo o apanhado teórico, é desenvolvida uma metodologia de projeto de amplificadores de potência utilizando a ferramenta de simulação computacional Advanced Design System. Então, após toda a modelagem do amplificador, a construção e medidas são realizadas e boa concordância com a simulação foi obtida. / [en] This work describes the full development of a RF Power Amplifier for Multiband Transceivers. In its initial stage shows an overview of the theory of all relevant parameters to measure the performance of these devices, like power, gain and nonlinearity parameters. Then it exposes the basic theories for the understanding of the mechanisms for extracting the maximum power of a transistor, focusing on field effect transistors FET, including characterization for regimes of high power. It presents the modes of operation of a power amplifier, focusing on so-called classical modes, since these modes are suitable for broadband operation. For proper operation of any device that presents gain, the stability analysis is presented with the stabilization procedure of transistors. From all theoretical basis, is developed a design methodology of power amplifiers using the computational simulation tool Advanced Design System. So after all the amp modeling, construction and measurements are performed and good agreement was obtained with the simulation.

A participação dos artistas plásticos e gráficos na publicidade brasileira, mais especificamente na comercial de produtos e empreendimentos, entre as décadas de 1920-1940 constitui o núcleo de investigação desta tese. Se historicamente as artes plásticas e a publicidade internacionais sempre mantiveram relações estreitas e até mesmo conflituosas, indagou-se como teriam se comportado entre si esses dois campos profissionais no Brasil quando da passagem da nossa publicidade amadora para aquela moderna, impregnada, sobretudo, pelos métodos das agências norte-americanas atuantes no eixo Rio-São Paulo. A partir de um exame atento do mercado de trabalho dos diversos profissionais considerados, procurou-se entender as motivações que os levaram a produzir peças publicitárias, o que por sua vez direcionou o estudo ao questionamento das hierarquias artísticas, pois a relação entre a arte e a publicidade prolonga o consagrado debate em torno das artes mecânicas e liberais, e, por conseguinte as disputas entre arte maior e arte menor, entre arte pura, desinteressada e livre e arte comprometida, dentre outras tipologias usuais. Concomitantemente, averigou-se como a passagem e mesmo a convivência de um sistema acadêmico com um moderno, que se constituiu a partir dos anos 1920, alterou, ou melhor, conformou o campo artístico brasileiro. Frente a esses impasses, recorreu-se a algumas proposições teóricas mais atuais, que ao transferirem o foco problemático do campo artístico para o estético, atenuaram os questionamentos como também permitiram maior flexibilidade de análises. Nos exames formais das peças publicitárias, selecionadas em função de suas representatividades dentro do conjunto, defendeu-se a tese de que houve momentos em que a produção de cartazes e anúncios comerciais, este em maior número, aproximou-se de uma linguagem artística moderna, a exemplo dos projetos comerciais do artista Fulvio Pennacchi, que pertencem à coleção do Instituto Moreira Salles. E, na busca desses momentos estéticos modernos, procurou-se não enxertar e tão somente verificar correspondências com os moldes europeus, ao contrário, isso permitiu o conhecimento da nossa realidade, da modernidade artística que nos foi possível edificar, tendo em conta as variantes que o decorrer dos anos lhe agregou. Este posicionamento, em contrapartida, de forma alguma pôde desprezar o fato da história da propaganda brasileira ter fortes e ricas ligações com os modelos estrangeiros, portanto, impôs-se às análises iconográficas a tarefa de também investigar o quanto a nossa produção foi ou não uma reelaboração particular dos exemplos da arte publicitária em circulação. A interdisciplinaridade foi uma constante neste estudo pelo entrelaçamento de informações originárias de vários campos do conhecimento, sem a qual a pesquisa não teria êxito. / The role of the plastic and graphical artists in the Brazilian commercial advertising of products and enterprises, between the decades of 1920 and 1940, is the core of investigation of this thesis. Historically, plastic arts and advertising always kept narrow and even tough relationships in the international panorama. Therefore, in this work we have inquired the behavior of these two professional fields in Brazil as we pass from an amateur to a modern advertising. The latter has been influenced by the North-American advertising agencies from Rio de Janeiro and São Paulo. From a painstaking analysis of the labor market of several professionals in the plastic arts field, we have tried to understand the reasons that had taken them to produce advertisement materials. This has led us to investigate artistic hierarchies, since the relationship between art and advertising only emphasizes the old debate around mechanical and liberal arts, minor and major arts, pure and compromised arts, amongst other usual typologies. At the same time we investigated how the coexistence of an academic system and a modern one, established in the years of 1920, molded the Brazilian artistic field. Due to these impasses it was necessary to use some modern theoretical propositions that shifted the subject from the artistic to the aesthetic field, reducing doubts and allowing for a more flexible analysis. In the critical analysis of the selected advertisement materials, we looked for instances where the posters and commercial advertisements, the latter bigger in number, approached a more modern artistic language, such as the commercial projects of the artist Fulvio Pennacchi, that belong to the collection of the Instituto Moreira Salles. In pursuit of these modern aesthetic instances we have not tried only to find similarities with the European patterns but made an effort to understand our reality and the artistic modernity we were able to produce at that time. We did not deny the strong link between the Brazilian and the international advertising, therefore, in our iconographic analysis, we have investigated to what degree our advertisement productions were just reelaborations of the current advertisement art in circulation. In this thesis the interdisciplinarity played a major role due to the crossing of information from many areas of knowledge and, without it, our research would not be possible.