SUMMARY Recently there can observed the rapid increase of number of institutions providing odontology services in Lithuania: only in Kaunas city there were active 315 odontology institutions in 2004, joining together 794 dentists. Due to high level of competition, a lot of these institutions face one common problem – difficulties in selling their services. One of the means enabling them to attract new customers is advertisement. Therefore, it is very important to understand the main types and vehicles of advertising used by these institutions, as well as the attitude of the customers towards the advertisement itself. The results of this study and findings thereto are valuable and beneficial for odontology institutions, especially in making and implementation of their promotional decisions. The purpose of this study was to evaluate the advertisement in odontology services. The object of the study is the consumers and providers of odontology services in Kaunas city. The goals of the study were: 1) to evaluate the content of printed advertisement promoting odontology services; 2) to investigate how customers value the advertisement in odontology services; 3) to estimate the attitude of odontology services’ providers to advertisement of these services. Research techniques: content analysis, questioning, comparative analysis. Results. In order to evaluate the content of printed advertisement promoting odontology services, there were analyzed all related advertisements published... [to full text]

This thesis is a qualitative study in which 12 award-winning printed adverts, awarded with either a Swedish “Guldägg” or an international Clio Award, have been analyzed from a rhetorical perspective. Visual rhetorics were used to analyze the adverts in order to expose the rhetorical concepts and to find out whether the rhetorical concepts represented in the Swedish adverts are the same concepts represented in the international adverts. One of the conclusions drawn is that pathos-arguments, a rhetorical concept where the senders allude to the emotions of the receivers, are the most prominent in both Swedish and international adverts, but are used in different ways. Another conclusion drawn is that the adverts are overall characterized by their messages not being explicit. This is a rhetorical concept being used in order to stand out in today’s media flow.

The thesis is mainly theoretic-empiric. It deals with influence of an advert on pupils at secondary schools. The theoretic part deals with basic summary of key topics of adverts based on literature. There is also a part of teenagers´developing aspects. In the practical part the exploration is based on a questionaire which investigates manners and attitudes of pupils in relation to an advert.

This article applies methods of semiotic analysis to representations and understandings of female sexuality in fashion advertising. Through the framework of Paolo Freire’s Action Learning model, also known as the “empowerment spiral”, it is concluded that advertisements dealing in overt sexualization's of traditional conceptions of femininity produces a one-sided discourse in femininity in which the decoding of media images is oversimplified through a binary approach. In effect, this produces conflicts detrimental to feminist progress by virtue of ostrisizing postfeminist appreciations of sexual empowerment.

Submitted by Mariana Dornelles Vargas (marianadv) on 2015-03-18T14:20:17Z No. of bitstreams: 1 sobrevoo_reconhecimento.pdf: 8200021 bytes, checksum: 231b2e90e485427554f8b491ad6c10d5 (MD5) / Made available in DSpace on 2015-03-18T14:20:17Z (GMT). No. of bitstreams: 1 sobrevoo_reconhecimento.pdf: 8200021 bytes, checksum: 231b2e90e485427554f8b491ad6c10d5 (MD5) Previous issue date: 2011-08-31 / Nenhuma / Nesta pesquisa, elaboramos a seguinte questão-problema: desde o âmbito do mercado publicitário (incluindo as agências de publicidade, os profissionais da criação publicitária, os anúncios premiados e os eventos de premiação), como se configuram os mecanismos de institucionalização da criação publicitária no Rio Grande do Sul pela perspectiva do habitus? Para respondê-la, definimos como objetivo principal a averiguação dos esquemas de institucionalização no mercado da criação publicitária no estado do Rio Grande do Sul, conduzidos pelas perspectivas do habitus e dos capitais que este aciona: social, cultural e econômico. Assim, articulamos principalmente os conceitos de institucionalização (BERGER & LUCKMANN, 2008) e os conceitos de Bourdieu (1983, 1989, 2004, 2005, 2007a, 2007b e 2008) de campo, de habitus e de capital. Em função da complexidade do nosso objeto, utilizamos a cartografia como base metodológica para a investigação, o que permitiu que nos afastássemos de nosso objeto: em um movimento de sobrevôo, visualizamos suas intensidades, que, mais ou menos vibrantes, revelaram seis platôs que deveriam ser considerados na (re)construção do subcampo: platô Instituições de Ensino Superior; platô sindicatos e organizações; platô agências; platô profissionais; platô anúncios e, ainda, platô eventos. Esse sobrevôo resultou em nossa macro visão. No entanto, esses platôs mostraram-se mais ou menos intensos e, assim, preferimos realizar um reconhecimento atento sobre aqueles de maior intensidade: platô agências, platô profissionais, platô anúncios e também o platô eventos de premiação, que constituem o que designamos como mercado publicitário. Foram muitos os mecanismos que identificamos e, da mesma forma, muitas as maneiras de atuação do habitus. Porém, podemos ressaltar que a institucionalização da criação publicitária no Rio Grande do Sul é um processo dinâmico, organizado nos e pelos esquemas de atuação do habitus. Isso porque esse processo é promovido pelos modos de atuação dos agentes. Com nosso pouso em cada platô, mas ainda no processo que se iniciou no sobrevôo, estes se revelaram ainda mais como multiplicidades, pois, perpassados pelo habitus, constituíam-se nas atuações dos capitais social, cultural e econômico. São as atuações desses capitais que estabelecem as linhas de força que constituem o subcampo da criação publicitária. / In this research, we have elaborated the following key question: from the scope of the advertising market (comprising advertising agencies, advertising professionals, awarded adverts and awarding events), how are the mechanisms for the institutionalisation of advert creation in Rio Grande do Sul configured through the perspective of habitus? To answer that question, we have defined our main objective to be the inquiry of the schemes of institutionalisation over the advertising market in the state of Rio Grande do Sul, conducted by both the perspective of habitus and of the capitals that it triggers: social, cultural and economic. Thus, we have mainly articulated the concept of institutionalisation (BERGER & LUCKMANN, 2008) and Bourdieu?s concepts of field, habitus and capital (1983, 1989, 2004, 2005, 2007a, 2007b e 2008). Due to the complexity of our object, we have employed cartography as our methodological basis for researching, which has allowed us to step away from our object: in a movement of overflying, we have visualised its intensities, which, more or less vibrant, have unfolded themselves into six plateaus that should be considered in the (re)construction of the subfield: plateau Higher Education Institutions; plateau unions and organisations; plateau agencies; plateau professionals, plateau adverts and plateau events. This overflight resulted in our macro vision. Nonetheless, these plateaus turned out to be more or less intense, and, thus, we have chosen to watchfully recognise those of more intensity: plateau agencies, plateau professionals, plateau adverts, and plateau awarding events as well, which constitute what we claim to be the advertising market. We have identified many mechanisms, and, likewise, many ways for habitus to act. However, we can highlight that the institutionalisation of advert creation in Rio Grande do Sul is a dynamic process, which is organised inside and by the schemes in which habitus acts. That because of the fact that such a process is boosted by the agents? modes of action. As we land on each plateau, but still in the process initiated in the overflight, they turned out to be of even more multiplicity, for, as they are pervaded by habitus, they constituted themselves in the actions of social, cultural and economic capitals. And it is those actions of such capitals that establish the power lines which constitute the subfield of advert creation.

This thesis is a study of Swedish job adverts published on recruitment websites. The thesis has a qualitative approach and is including three parts. The first part is an analysis of 50 job advert to create an understanding for what a job advert looks like today, 2010. This part study resulted in a prototype of a typical Swedish job advert published on recruitment web-sites 2010. The second part is a literature study in order to find out what the recommenda-tions from experts for writing job adverts are at present. This step generated a list of 21 kinds of advice that the experts recommend that one should think of when writing a job advert. The last part consists of group interviews with Swedish speaking business admini-stration students about their thoughts and perceptions of content in job adverts. The result shows that the respondents preferred job adverts that were branded (informed the applicant of the employer). They thought that the job adverts were very stereotype and written in a cliché language. And they also preferred job adverts that contained information about what employer could offer an employee apart from the job itself (in non financial terms). It was also clear that the students were reading in and interpreting a lot meaning behind the words. As an overall conclusion the study suggests that there is food for thought when it comes to how job adverts are being written in Sweden in 2010 and that the field of effec-tiveness of job adverts is in serious need of more research.

This thesis is focused on lemmatizing of nouns and adjectives. It is based on morphology of Czech language. The goal is to create a lemmatizer which can stem words with success rate 90% (at least). At the same time the lemmatizer should be very easy, it should consist as little rules as possible. Lemmatizer will be created to work with real estate adverts, especially houses for sale. In this thesis there will be made an analysis of specific characters of this area. Lemmatizer will be created according to results of this analysis. Lemmatizer was written in Java. Only three types of rules were used and generally the lemmatizer created correct stems in 96.4% of all words.

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Made available in DSpace on 2014-12-17T14:53:03Z (GMT). No. of bitstreams: 1 AndreLSR_DISSERT.pdf: 1376512 bytes, checksum: 77587a4d46a8d965b17b7df02200c5a6 (MD5) Previous issue date: 2010-12-29 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior / This paper proposes a procedure to control on-line processes for attributes, using an Shewhart control chart with two control limits (warning limit and control limit) and will be based on a sequence of inspection (h). The inspection procedure is based on Taguchi et al. (1989), in which to inspect the item, if the number of non-conformities is higher than an upper control limit, the process needs to be stopped and some adjustment is required; and, if the last inspection h, from all items inspected present a number of non-conformities between the control limit and warning limit. The items inspected will suffer destructive inspection, being discarded after inspection. Properties of an ergodic Markov chain are used to get the expression of average cost per item and the aim was the determination of four optimized parameters: the sampling interval of the inspections (m); the constant W to draw the warning limit (W); the constant C to draw the control limit (C), where W ? C, and the length of sequence of inspections (h). Numerical examples illustrate the proposed procedure / Este trabalho prop?e um procedimento de controle on-line de processos por atributos, utilizando um gr?fico de Shewhart com dois Limites de Controle (Limite de Advert?ncia e Limite de Controle) e ser? baseado numa sequ?ncia de inspe??o (h). O procedimento de inspe??o ? baseado em Taguchi et al. (1989). Assim, ao inspecionar o item, o processo ? parado para ajuste se o n?mero de n?o conformidades for superior ao Limite de Controle; como tamb?m se nas ?ltimas h inspe??es, todos os h itens inspecionados apresentarem um n?mero de n?o-conformidades entre os Limites de Advert?ncia e de Controle. Utilizando-se de propriedades de uma Cadeia de Markov Erg?dica, foi obtida uma express?o do custo m?dio do sistema de controle, que pode ser minimizada por quatro par?metros: Intervalo entre inspe??es (m), Limite de Advert?ncia (W), Limite de controle (C, em que W ≤ C) e o tamanho da sequ?ncia de inspe??o (h). Um exemplo num?rico ilustra o procedimento proposto