This thesis aims to increase understanding of New Zealand consumer reactions to messages promoting genetically modified food products (GMFs) and to determine how the manipulation of three persuasion variables, message sidedness, source credibility and inward vs. outward focus impact upon consumer attitudes. To achieve this aim, the study integrated two frameworks, Bredahl's, (2001) determinants of attitudes towards GMFs and Wansink and Kim's, (2001) strategies for educating consumers about GMFs, into a new model. To empirically examine the model, a web-based experiment using a 2x2x2 between-subjects factorial design was conducted. The experiment exposed participants to one of eight treatment groups containing a promotional message for Genetically Modified foods. The participants then completed an on-line questionnaire detailing their responses to the messages. A total of 380 useable questionnaires were collected from a national sample of consumers and analysed using ANCOVA. The results of the study suggest that the outwardly focused, two-sided message was more powerful at lowering perceptions of risks, raising perceptions of benefits and positively influencing attitudes toward the ad than either the one-sided, outwardly focused message, or the inwardly focused messages of either sidedness condition. For purchase intentions individual differences appeared to be of greater influence than message factors.

類比電視廣告近來由於網際網路發達，以往強勢的廣告業務受到極大的威脅。數位電視的媒體特性結合網際網路和傳統電視的各大優點，讓電視廣告再度有了新契機。本研究針對數位電視的媒體特質，提出五大類數位電視廣告類型，分別為：(1) 互動電視廣告 (2) 資訊服務廣告 (3) 特殊接收方式的廣告 (4) 分眾訴求廣告 (5) 特殊畫面表現的廣告，針對五種不同的全新廣告形式，以深度訪談法，就其類型、廣告作法、優缺點、業務潛力等方面進行探討。 研究發現，數位電視對電視廣告產生了許多影響，包括了 (1) 分眾化 (2) 資訊量大增 (3) 獨立性 (4) 移動收視 (5) 互動 (6) 高畫質 (7) 門檻降低 (8) 整體服務品質上升。而以廣告類型來看，數位電視廣告中以互動電視廣告最具業務潛力；資訊服務廣告門檻低，適合各種平台發展；行動接收廣告為無線平台最大利基，前景看好；分眾訴求廣告受限於法令與時間因素，發展受限；而 HDTV AD 潛力雖好，但廣告製作投資過大。 本研究亦發現數位電視廣告發展遲緩，整體而言起因於受到：(1) 普及率不足 (2) 硬體規格尚未統一，或過於低階無法支援 (3) 法令對節目與廣告區分之限制 (4) 收視率計算機制尚未建立 等因素影響。

The study aimed to determine the marketing communication methods used by Namibian clothing and textile SMEs operating from Katutura and Khomasdal Incubation Centres. A quantitative methodological approach was followed in this study. The sample comprised 45 SMEs with business operations at Katutura and Khomasdal Incubation Centres. A simple random sampling method was selected as the researcher made use of an SME name list provided by the City of Windhoek. A structured questionnaire was used to collect research data. Cross tabulations, correlations and descriptive analyses were used to analyse the research results. The research indicated that the top five most regularly used marketing communication methods are direct sales, „word-of-mouth‟, point-of-sale materials, networking, and newspaper advertisement. The least regularly used marketing communication methods are YouTube, television, direct mail, press releases and coupons/vouchers. Networking was the second most important and effective marketing communication method. Trade shows was the third most-preferred marketing communication method and the reasons advanced were „it gives me the opportunity to talk to and interact with my customers‟. It is recommended that the City of Windhoek should create incentives for current SMEs operating from Katutura and Khomasdal Incubation Centre to leave the incubation centre for new upcoming SMEs. Further research is necessary to establish the reasons why SMEs do not grow as expected and graduate from the incubation centres. Further research is also necessary to determine challenges faced by Namibian SMEs when considering which marketing communication methods to use. The conducted research recommends that different media houses be approached to design and determine special marketing packages for SMEs. Special SME development or advert sections can be negotiated with newspaper outlets. The major limitation of this study was that it was confined to clothing and textile manufacturing businesses. / Business Management / M. Com. (Business Management)

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This dissertation presents information on (1) the advertisement and aggressive calls of Crossodactylus schmidti and on (2) the species diet and its relationship with prey availability. The study was conducted with populations from the Parque Estadual do Turvo, located in the northwestern region of Rio Grande do Sul, Brazil. The park has an area of 17,491.4 ha and constitutes the largest preserved remnant of Mesophytic Semideciduous Forest in the state of Rio Grande do Sul. The advertisement and aggressive calls of C. schmidti were described based on vocalizations of seven individuals recorded between October 2009 and February 2010. Compared to the advertisement calls described for other species of the genus, the advertisement call of C. schmidti differs in the temporal structure by having fewer notes per call and longer intervals between notes, and in the spectral structure by having lower values of dominant frequency. The aggressive call of C. schmidti is a variation of the advertisement call, which is similar to this in the note duration and dominant frequency values, but is a longer call, having fewer notes with longer intervals between them. The advertisement and aggressive calls of C. schmidti may be emitted separately, or the aggressive call may be followed by the advertisement call. The diet of C. schmidti was evaluated from September 2009 to March 2010, based on 93 stomach contents obtained by the technique of regurgitation (n= 80) and analysis of stomach contents of collected specimens (n= 13). In this study we determined the diet niche breadth, evaluated the relationship of diet composition with prey availability in the environment, and we also looked for ontogenetic and sexual changes and composition differences in the diet. Nineteen categories of prey were consumed, and ants, beetles and flies presented the highest importance values. Despite the varied diet, the diet niche breadth was low, with few prey categories predominantly consumed. Ants, flies and spiders were consumed in similar proportion to that estimated in the environment. There was no relationship between mouth width and length and/or volume of prey consumed, but the differences in diet composition between males and females, and between adults and juveniles, were significant. Considering the varied diet, the relationship between the most important items of diet with their availability in the environment, and the narrow niche breadth found, C. schmidti seems to be an opportunistic forager with feeding habits similar to other species of the genus. The similarities in the importance of items such as ants, beetles, flies and insect larvae in diet of C. schmidti and other species of the genus suggest a strong phylogenetic influence. / A presente dissertação apresenta informações sobre (1) o canto de anúncio e o canto agressivo de Crossodactylus schmidti, e sobre (2) a dieta da espécie e sua relação com a disponibilidade de presas. O estudo foi conduzido com populações do Parque Estadual do Turvo, localizado na região noroeste do Rio Grande do Sul, Brasil. O parque possui uma área de 17.491,4 ha e constitui o maior remanescente preservado de Floresta Estacional Semidecídua do estado do Rio Grande do Sul. Os cantos de anúncio e agressivo de C. schmidti foram descritos a partir de vocalizações de sete indivíduos gravadas entre outubro de 2009 e fevereiro de 2010. Comparado aos cantos de anúncio descritos para outras espécies do gênero, o de C. schmidti difere na estrutura temporal por apresentar menor número de notas por canto e maior intervalo entre as notas, e, na estrutura espectral, difere por apresentar menores valores de frequência dominante. O canto agressivo de C. schmidti é uma variação do canto de anúncio, sendo semelhante a este na duração das notas e nos valores de freqüência dominante, mas é um canto mais longo, possuindo menor número de notas e maior intervalo entre elas. O canto de anúncio e o canto agressivo de C. schmidti podem ser emitidos isoladamente ou pode ser emitido o canto agressivo seguido do canto de anúncio. A dieta de C. schmidti foi avaliada de setembro de 2009 a março de 2010, a partir de 93 conteúdos estomacais obtidos através da técnica de regurgitação (n= 80) e da análise dos conteúdos estomacais de espécimes coletados (n= 13). Nesse trabalho, determinamos a amplitude do nicho alimentar da espécie, avaliamos a relação da dieta com a disponibilidade de presas no ambiente e testamos as diferenças ontogenéticas e sexuais na composição da dieta. Dezenove categorias de presas foram consumidas, sendo formigas, besouros e dípteros as que apresentaram os maiores valores de importância. Apesar da dieta variada, a amplitude alimentar foi baixa, com poucas categorias de presas consumidas predominantemente. Formigas, dípteros e aranhas foram consumidas em proporção semelhante à estimada no ambiente. Não houve relação entre a largura da boca e o comprimento médio e/ou volume das presas consumidas, mas as diferenças na composição da dieta entre machos e fêmeas e entre adultos e juvenis foram significativas. Considerando a dieta variada, a relação entre os itens mais importantes da dieta com sua disponibilidade e a estreita amplitude do nicho alimentar, C. schmidti parece ser um forrageador oportunista de hábito alimentar similar aos de outras espécies do gênero. As semelhanças na importância de itens como formigas, besouros, dípteros e larvas de insetos na dieta C. schmidti e na de outras espécies do gênero sugere uma forte influência filogenética.

The thesis deals with mass media and the way they treat the presentation of death and dying. Trying to find an answer to the question of whether mass media can have an impact on changing attitudes of contemporary human being to death and dying. The thesis is divided into nine parts. The first four sections form the theoretical framework and characterize today's postmodern society, typical features of contemporary human being ?s behavior, his/her perception of the world and themselfves, the influ nce of education, culture and beliefs. The thesis also deals with the position of mass media in postmodern society, and briefly describes current research on the influence of mass media on people. It mentions the most common dividing of mass media technologies into television, radio, print and the Internet. On this theoretical framework is consequently based the analysis of the presentation of death and dying in various types of media - this part of the thesis is more practically oriented and is complemented by a number of pictorial material. It tries to capture the most significant features of the presentation of death and dying on TV (news, film, advertising) and radio (news and some opinion programs), in the broadsheets and tabloids as well as on internet news, blogs and social networks and also in internet advertising. The thesis concludes that the current mass media are nearly oversaturated with the death and dy ng topic, making the viewer (reader, listener) apathetic and easily accustomed to continuously increasing greater violence. Death pictured by media is unnatural and often violent, in which significantly collides with the lived reality. Media cause devaluation of death and lower its importance, which causes declining empathy towards the diseased and dying as well as the absence of respect for the deceased.

O presente trabalho tem como principal objetivo estudar a participação do negro na publicidade brasileira entre os anos de 1985 e 2005, buscando não apenas mensurar sua presença nos anúncios desse período, mas também identificar e analisar os estereótipos mais comuns sob os quais aparece representado. A hipótese que buscamos comprovar é a de que a imagem do negro na publicidade do final do século XX e início do século XXI é baseada em representações pejorativas e subalternizantes construídas socialmente ainda no século XIX. Para tanto, iniciamos nossa dissertação examinando o surgimento do pensamento racista no Brasil (por volta de 1850) e sua conseqüente materialização em projetos políticos conservadores e eugenistas que tinham como meta a constituição de um país branco. Num segundo momento, procuramos trabalhar com a influência desse pensamento na produção cultural oitocentista com especial atenção à literatura, à imprensa escrita e aos anúncios de jornal discutindo também os modos de consolidação e perpetuação dos estereótipos no transcorrer do século XX. O passo seguinte consistiu na análise das imagens que compõe nossa amostra, buscando apontar rupturas e permanências tanto em relação ao passado oitocentista como dentro do balizamento proposto. A escolha do período indicado (1985-2005) deu-se em razão de sua importância no contexto da luta anti-racista, e nossa amostra teve como fonte documental a revista Veja, tendo em vista a relevância da publicação e também o grande valor que certas pesquisas conferem à publicidade veiculada em revistas. Por fim, convém esclarecer que o foco na publicidade deve-se à importância desse segmento no universo dos meios de comunicação, seja como esteio financeiro, seja como vetor de idéias e comportamentos. / This presented work has as a main objective the study of the Afro-Americans participation in Brazilian advertisement from years 1985 to 2005, searching not only their appearance in advertisement during this period, but also identifying and analising the most common stereotypes they are impersonating. The hypothesis we want to prove is that the black people image presented in advertisement from the end of the 20th century to the beginning of the 21st century is based upon depreciative and subalterning representations socially built during the 19th century. To do so, we will start our dissertation examining the arise of racist thoughts in Brazil (circa 1850) and the outcome as eugenist and conservative political projects that had a formation of a white country as their target. Hereafter, we will work about the influence of these thoughts in the cultural production of the 19th century with special focus to literature, press, and newspaper advertisements also debating the consolidating and perpetuating means of the stereotypes through the 20th century. The following step consisted in the analysis of those images that make our sample, searching breaches and remainings not only related to the 19th century past but also inside the proposed framework. The chosen period (1985-2005) is related to the importance in the anti-racist fight context, and our sample had as the main documental source Veja magazine, not only because of the publication weightiness, but also for the importance of certain researches give to advertisements carried in magazines. Lastly, shall we clarify that the centre of interest is advertisement due to the importance given for this industry among the communication means as a whole, as a financial prop or as a ideas and behavior agent.

It is very probable that VoIP will soon replace the ordinary telephone. Beside all advantages of the digital voice-connection it is linked to the danger of spam on the telephone. A lot of approaches have been developed to solve the problem of VoIP spam. Because some of these solutions are based on access to personal information of its users, a broad discussion about the best and most ethical approach has started. This thesis analyzes the users’ point of view towards the VoIP spam problem and the extent of users’ willingness to offer private information in order to avoid VoIP spam. It presents results from a qualitative and a quantitative research as well as approaches for a most realistic- and most promising VoIP solution. These new approaches are based on the results of the research. The main points of the results showed that users were not willing to offer private information to companies and that they were not willing to pay any amount of money for VoIP spam solutions. Users held governmental organisations and telephone operators responsible for finding a solution against VoIP spam.

Cette étude en anglais de spécialité s’inscrit dans le domaine de la terminologie du discours des annonces pour l’emploi en milieu scientifique, domaine encore inexploré d’un point de vue linguistique. Le discours des annonces pour l’emploi est la somme de plusieurs discours, notamment discours des ressources humaines, discours publicitaire, discours qu’on peut appeler « touristique » et discours scientifique. Puisque le but primordial de l’annonce est de faire la publicité de l’entreprise ou du laboratoire de recherche, le discours scientifique y est réduit au minimum car il s’avère que ce discours ne peut se plier à la finalité et aux contraintes des annonceurs. Après une analyse des vocables des ressources humaines, un travail a été entrepris sur les domaines scientifiques concernés et une nouvelle terminologie a été proposée, articulée notamment autour de hyperdomaines, domaines et sous-domaines scientifiques. L’analyse des vocables scientifiques suggère une distinction nécessaire entre les vocables scientifiques et les termes spécialisés. Enfin, le travail se clôt par un examen des moyens linguistiques et graphiques mis en œuvre dans le discours publicitaire. / This dissertation focuses on English for Specific Purposes and more particularly on the terminology of scientific job advertisements discourse, an area still in pristine condition from a linguistic point of view. Job advertisements discourse is the sum of various discourses, i.e. human resources, advertising as well as a discourse which may be termed as "tourist" discourse and scientific discourse. Since the main purpose of advertisements is to advertise the company or the research laboratory, science discourse is minimized because it appears that this particular discourse fails to comply with the announcers’ ultimate aim. Once an analysis of human resources terms was done, a study was undertaken on scientific fields and a new terminology has been suggested, namely that of scientific hyperfields, fields and sub-fields. The analysis of scientific terms calls for a necessary distinction that has to be made between scientific terms and specialized terms. At last, the dissertation undertakes an analysis of linguistic and graphic means used in the advertising discourse.

This work is focused on marketing communication in the pharmaceutical industry. The theoretical part contains a description of the pharmaceutical market, a brief analysis of the marketing mix with a detailed focus on the individual instruments of promotion (personal selling, advertising, direct marketing, public relations and sales support). It also contains partial laws, regulations, standards which are used in marketing communication. The practical part contains an analysis of marketing communication practices of selected pharmaceutical manufacturer with a focus on medicine or drug Motilium. Following analysis and comparison of different tools of communication mix together with value of the costs of activities, as well as proposed ways to improve marketing communication process and recommendation.

The thesis deals with the topic of advertisement and advertising campaigns from the perspective of psychology. It firstly tries to explain the basic psychological concepts relating to advertisement. Then the thesis tries to describe the most common elements used in advertisement. These findings are applied in the practical part to a specific campaign with the purpose of creating hypotheses about impact of advertisement on customer. The aim of the practical part is using the results of the survey to assess validity of hypotheses.