Advergaming is a new type of medium for advertising. It is primarily used by companies targeting children and adolescents. However, there are some ethical issues in Advergaming highlighted by existing scholars. In the primary and secondary studies in this dissertation, it was found that Advergaming comprises deception by positioning simple products (like soft drinks and food) as performance and power stimuli, which is non-compliance against even the basic empirical theories about ethics in advertising. It was also found that companies use the emotions, arousals and stimuli of children to promote their products and also use violent events, unsocial behaviours, negative language, facial expressions, bullying or vindictiveness to make the games more attractive. Companies have also been promoting junk food disguised as power and stimuli enhancers to children. This is very harmful for the children. The study has made recommendations on how parents should deal with this problem and how should they spread the knowledge in the society. The study recommends that the parents should use a permit only policy to choose and permit Advergaming links on computers used by children and adolescents. Moreover, the study also recommends that parents should actively persuade the Advergaming companies to capture their needs and make Advergaming accordingly. For example, the parents can persuade the companies (through their feedback channels) to make educative Advergames. However, the parents should strictly block the Advergames that promote unhealthy eating and drinking habits and harmful behaviours. The parents should spread the knowledge to as many people as they can through personal contacts. / Program: Magisterutbildning i informatik

The diploma thesis Producer and recipient in advertising communication deals with communication factors in advertisement, especially with role of producer, addressee and recipient who have principal influence on representation of advertisement. The thesis examines process of creation of advertisement, introduces basic vocabulary which is used in advertising agencies, and points out why is important to make a difference between parts of the text (headline, copy, claim), although it is necessary that these parts of the text work together. Special emphasis is put on claim and influence of advertisement on language and conversation of recipients.

Conselho Nacional de Desenvolvimento CientÃfico e TecnolÃgico / CoordenaÃÃo de AperfeiÃoamento de Pessoal de NÃvel Superior / Esta pesquisa tem como objetivo caracterizar os fatores que contribuÃram para as transformaÃÃes dos aspectos multimodais utilizados em anÃncios brasileiros de carros, veiculados nas pÃginas dos sites YAHOO e MSN, na transiÃÃo da Web 1.0 para a Web 2.0. Nossa hipÃtese nos permite pensar que, com a mudanÃa da web 1.0 para a web 2.0, foram agregados novos recursos tecnolÃgicos que permitiram, com o passar do tempo, uma reconfiguraÃÃo multimodal dos anÃncios publicitÃrios de carros publicados em sites, como o YAHOO e o MSN. Diante disso, para alcanÃarmos nosso objetivo, desenvolvemos, inicialmente, uma discussÃo alicerÃada na teoria da multimodalidade, desenvolvida por Kress e Van Leeuwen (1996). Em seguida, para melhor compreendermos as mudanÃas ocorridas ao longo da histÃria do gÃnero anÃncio, tomaremos como base a noÃÃo de reelaboraÃÃo proposta por Bakhtin ([1929] 1997), estudada por AraÃjo (2004; 2006; 2011) em suas pesquisas sobre gÃneros digitais e ampliada em outras categorias por Zavam (2009), e estudada tambÃm por Costa (2010) em seu estudo sobre os gÃneros audiovisuais na era da transmÃdia. Quanto à elaboraÃÃo do corpus, partimos para a seleÃÃo de 20 anÃncios de carros da segunda metade da dÃcada de 1990 e 40 anÃncios da dÃcada de 2000 das empresas Ford, Chevrolet, por terem sido as primeiras empresas de carro do Brasil. / This research aims to characterize the factors that contributed to the transformation of multimodal aspects used in Brazilian cars advertisements, published in the pages of YAHOO and MSN sites, the transition from Web 1.0 to Web 2.0. Our hypothesis allows us to think that, with the change of web 1.0 to web 2.0, were added new technological resources that led, over time, a multimodal reconfiguration of advertising car advertisements posted on sites such as YAHOO and MSN. Therefore, to achieve our goal, we will develop initially a discussion grounded in the theory of multimodality developed by Kress and Van Leeuwen (1996). Then, to better understand the changes that have occurred throughout the history of that genre, we will construct on the concept of transmutation proposed by Bakhtin ([1929] 1997), studied by AraÃjo (2004; 2006) in his research on the chats and expanded in other categories by Zavam (2009); and the notion of rewriting, approached by Costa (2010) in his study on the re-elaboration of audiovisual genres in the era of transmedia. As regards the preparation of the corpus, we leave for the selection of 20 car advertisements in the second half of the 1990s and 40 advertisements of the 2000s from Ford and Chevrolet companies, because they were the first Brazilian car companies.

Entre os fatores ambientais associados à obesidade encontra-se a intensa veiculação de propagandas de alimentos pela televisão que, na maioria, possuem alto valor calórico e baixo valor nutricional. O hábito de assistir televisão pode aumentar o consumo desses alimentos, além de promover o sedentarismo. Assim, os objetivos do presente estudo foram investigar: 1) a quantidade e a qualidade dos alimentos veiculados pela televisão; 2) o conteúdo das propagandas de alimentos, incluindo os apelos emocionais e racionais e 3) os hábitos de compras das famílias e os hábitos alimentares de crianças e adolescentes. Para tanto, foram realizadas gravações das programações de redes de televisão de canal aberto, onde os produtos anunciados foram classificados em categorias previamente definidas. Posteriormente, foi aplicado o Questionário de Avaliação de Consumo, às famílias de 816 crianças e adolescentes, de ambos os sexos, matriculados em Escolas Estaduais e Municipais de Ensino Fundamental de Ribeirão Preto-SP. Os resultados indicaram que a categoria alimentos foi a mais anunciada, independente do dia e horário. A pirâmide formada a partir desses alimentos apresentou acentuada discrepância em relação à Pirâmide Alimentar Recomendada. Cerca de 82% das propagandas sugeriram o consumo imediato dos alimentos e em 78% os personagens os consumiram de forma explícita; 57% apresentavam desenho animado e/ou animação e 58% representavam alguma situação cotidiana. Satisfação, prazer e alegria foram os sentimentos mais explorados, juntamente com as idéias de diversão, identificação do consumidor e convencimento. Cerca de 24% dos alunos apresentou sobrepeso ou obesidade, não havendo diferença significativa entre meninos e meninas. Tratava-se de uma população de baixo nível sócio-econômico, uma vez que 50% dos pais e 47% das mães não haviam completado o ensino fundamental e 56,5% das famílias recebiam até 4 salários mínimos. Assistir mais de 2 horas de televisão por dia esteve associado ao aumento do IMC, somente entre os meninos. Propaganda foi um fator associado à tomada de decisão de compra de alimentos. A maioria dos alunos apresentou hábitos alimentares inadequados, com elevado consumo de gordura, açúcar e sal. Assim, ficou evidente que a televisão anuncia elevada freqüência de propagandas de alimentos, a maioria com baixo valor nutricional, associando o consumo do alimento a aspectos positivos e agradáveis. Tais fatores poderiam estar influenciando os hábitos alimentares de crianças e adolescentes, contribuindo para o aumento nos índices de obesidade. / Among the environmental factors associated with obesity is the intense broadcast of food advertisements on television, usually showing foods with high caloric ratio and low nutritional value. Television viewing can not only increase the consumption of such foods but also promote sedentariness. Thus the objectives of this study were to investigate: 1) the amount and quality of the food products advertised on the Brazilian television; 2) the content of food advertisements including the emotional and rational appeals and 3) the family\'s purchase habits, and the student\'s food habits. To this end, daily programmings from free networks were recorded to classify the advertised products into previously defined categories. Subsequently, the Evaluation Consumption Questionnaire was applied to the parents of 816 children and adolescents, of both genders, attending Elementary and Junior High Public Schools in the city of Ribeirão Preto-SP. The results indicated that the food category was the most announced, irrespective of the day and time. The pyramid established from these foods showed a remarkable discrepancy in relation to the Recommended Food Pyramid. About 82% of the advertisements suggested the immediate consumption of foods and in 78% of them the characters consumed the food explicitly; 57% presented cartoons and 58% of them showed everyday situations. Satisfaction, pleasure and cheerfulness were the most explored feelings, as well as ideas of fun, identification of the consumer and persuasion. About 24% of the students showed overweight or obesity, with no significant difference between boys and girls. The sample showed a low socio-economic level, as 50% of the fathers and 47% of mothers did not accomplish elementary school and 56,5% of the families earned up to four minimum wages. Television viewing for more than 2 hours a day was associated with the increase of BMI, only among the boys. Advertisement was a factor associated with food purchase decision-making. The majority of the students had inadequate food habits with high intake of fat, sugar and salt. Therefore, our results evidenced that television announces a high frequency of food advertisements, mostly of low nutritional value, associating the food consumption with positive and pleasant aspects. These factors may be influencing the eating habits of children and adolescents, contributing to the increase of the prevalence of obesity.

Logo currently holds a self-described monopoly as the "Gay Channel for America." Logo stands alone as the single most concentrated national-level vehicle of LGBT (Lesbian, Gay, Bisexual and Transgendered) visibility in the post millennial television era. The Logo Channel has reaped financial rewards from its strategy as a business entity, as LGBT American television viewers embraced its presence as a signifier to America that gays and lesbians have finally "made it". First, any claim to a monopoly deserves critical attention for its place in mainstream television, for its business practices, and for the power it holds in representing and targeting LGBT audiences. Second, Logo's construction of its audience is an extremely important window into current perceptions of LGBT identity, history, and progress. Third, Logo's ability to capitalize on gay and lesbian visibility in American culture and the rhetoric of "inclusiveness" are important historical and cultural moments to explore the political costs and benefits of these strategies-in business practices, programming content, and advertisements. In this study, I argue that Logo does not capitalize on its television presence to participate in LGBT political, economic, and social equality. Despite its significant visibility and messages of "inclusiveness" in American popular culture, Logo contributes to the perpetuation of negative and narrow stereotypes of consumerist gay culture, as it marginalizes ethnic minorities and women, through a variety of conformist, self-serving practices that undermine the libratory opportunity it holds for its LGBT viewers. Chapter Two "Another Lost Opportunity" examines a brief history of the cable television industry, the television business model and the representations of gays and lesbians on television to draw a parallel social history centered on visibility. Chapter Three "Like Taking Candy from a Baby" examines three reoccurring series on Logo: Noah's Arc, Can't Get a Date, and Round-Trip Ticket. Chapter Four "Easy as Shooting Fish In a Barrel" examines the histories of 1) television advertising, 2) the risks and benefits of advertising on Logo, and 3) the history of gay and lesbian print advertising. This history lays the foundation for 4) exploring contemporary constructions of Logo's target market as the "ideal demographic."

The increasing amount of electronically available information in society today is undeniable. Examples include the numbers of general web pages, scientific publications, and items in online auctions. From a user's perspective, this trend will lead to information overflow. Moreover, information publishers are compromised by this situation, as users have greater difficulty in identifying useful information. Publish-subscribe systems can be applied to cope with the reality of information overflow. In these systems, users specify their information interests as subscriptions and, subsequently, only matching information (event messages) is delivered; uninteresting information is filtered out before reaching users. In this dissertation, we consider content-based publish-subscribe systems, a sophisticated example of these systems. They perform the information-filtering task based on the content of provided information. In order to deal with high numbers of subscriptions and frequencies of event messages, publish-subscribe systems are realized as distributed systems. Advertisements---publisher specifications of potential future event messages---are optionally applied in these systems to reduce the internal distribution of subscriptions. Existing work on content-based publish-subscribe concepts mainly focuses on subscriptions and advertisements as pure conjunctive expressions. Therefore, subscriptions or advertisements using operators other than conjunction need to be canonically converted to disjunctive normal form by these systems. Each conjunctive component is then treated as individual subscription or advertisement. Unfortunately, the size of converted expressions is exponential in the worst case. In this dissertation, we show that the direct support of general Boolean subscriptions and advertisements improves the time and space efficiency of general-purpose content-based publish-subscribe systems. For this purpose, we develop suitable approaches for the filtering and routing of general Boolean expressions in these systems. Our approaches represent solutions to exactly those components of content-based publish-subscribe systems that currently restrict subscriptions and advertisements to conjunctive expressions. On the subscription side, we present an effective generic filtering algorithm, and a novel approach to optimize event routing tables, which we call subscription pruning. To support advertisements, we show how to calculate the overlap between subscriptions and advertisements, and introduce the first designated subscription routing optimization, which we refer to as advertisement pruning. We integrate these approaches into our prototype BoP (BOolean Publish-subscribe) which allows for the full support of general Boolean expressions in its filtering and routing components. In the evaluation part of this dissertation, we empirically analyze our prototypical implementation BoP and compare its algorithms to existing conjunctive solutions. We firstly show that our general-purpose Boolean filtering algorithm is more space- and time-efficient than a general-purpose conjunctive filtering algorithm. Secondly, we illustrate the effectiveness of the subscription pruning routing optimization and compare it to the existing covering optimization approach. Finally, we demonstrate the optimization effect of advertisement pruning while maintaining the existing overlapping relationships in the system.

According to the report of effective advertising analysis in the Taiwan area released by Rainmaker XKM International Corp., the advertising amount of care product industry is up to 28.8 million dollars, ranking second place in whole industry. In the market of care products, each firm is in high competition. For winning form the competition and accessing to consumer, the firms look for celebrities to be the endorsers for their own products, and even spend tons of money to make consumers know their products and brands in the short period. The strategies of endorser have many advantages, and be adopted widely. Besides, based on the properties that the care product industry is in high competition and the product life cycle is very short, whether the expenditure of spokesman can reach firm¡¦s expectation? Are the endorsers that firms choose are liked by public? This research takes Olay as example to discuss the effect of endorser credibility on advertising effectiveness. Also, this research takes involvement with advertisement as moderator variable to realize the relationship between endorser credibility and advertising effectiveness. Finally, comparing Olay¡¦s endorsers belong to different products to understand consumer¡¦s evaluation. The consequences of analysis indicate that the endorser credibility will affect advertising effectiveness and the trustworthiness, relevance, and likability has higher positive relationship. In addition to, the attractiveness and expertness has lower relationship. Besides, involvement with advertisement certainly has moderator effect between endorser credibility and advertising effectiveness. Finally, this research gives some practical advices for the business administrator according to the consequences of research.

In group coupon service, customers get merchandise or service which features significant discount from vendor and service provider. However, there are gaps generated during service delivery and had effect on repurchase intention. We extend the E-S-QUAL and HSQM to find the dimensions in respectively service quality. The purpose of this research is to learn how service quality of vendor and service quality of service provider influence the repurchase intention on vendor and service provider, moderating with price sensitivity dimension. PLS (partial least squared) is used to analyze our measurement and structural models. The results include: (1) key dimensions of service provider¡¦s service quality in group coupon service model and group coupon service model with recovery are interaction quality, physical environment, fulfillment, and policy. Dimensions of service quality of vendor in regular case are information quality, efficiency, system availability, and assurance, while dimensions of service quality of vendor in recovery case are responsiveness, compensation, and contact. (2) Service quality of service provider has greater effect on repurchase intention on vendor than service quality of vendor in regular case. (3) Price Sensitivity has no significant moderating effect on the relationship between service quality of service provider and repurchase intention on service provider with regular price. Our research contributes to the nascent body of group coupon advertisement format and offer unique insights for the vendor and service provider on the importance of each role and what should be concern for the future.

Compared with the advertisement on traditional media, mobile applications are totally different in usage situation, operating interfaces and communication modes with consumers. The study analyzes the influence of the positions (such as, pre-game advertisement and peripheral game advertisement) and formats (such as, dynamic banners advertisement and rich media advertisement) of advertisement on advertising effects. In addition, flow level is the modifying variable. The study collected a total of 220 effective samples by using judgmental sampling procedures to send out questionnaires over the Internet. Respondents must have experiences in playing Angry Bird on a smart phone The research results include: (1) The positions of advertisement influence significantly over the advertisement attitudes, brand and product memories; (2) The formats of advertisement influence significantly over the advertisement attitudes, and (3) The positions and formats of advertisement influence significantly over the advertisement attitudes when respondents are in low flow level. On the contrary, the positions and formats of advertisement influence significantly over brand and product memories when respondents are in high flow level.

It¡¦s common to see sex indicated advertisements on TV. Some of them have overemphasized the element of sex attraction. It¡¦s interesting to find out how receivers response to such kinds of advertisements. This thesis studied the relationship among advertising cognition, advertising attitude and buying desire in sex indicated TV advertisement. Research result shows advertising cognition apparently affects advertising attitude. Advertising attitude apparently affects buying desire. Population characteristic partially affects advertising attitude. Within relationship between advertising cognition and advertising attitude, advertisement acceptance and ethic were discussed. For advertisement acceptance, product related to sex or not doesn¡¦t apparently affect acceptance. Lower product involvement gets higher acceptance. Higher sex indication gets lower acceptance. More graceful advertisement has better acceptance. For ethic influence, no matter high product sexual relationship, high product involvement, or high sexual indication, receivers think they will have worse impact to ethic. However, more graceful advertisement has less ethic impact. Within relationship between advertising attitude and buying desire, receivers have higher buying desire while they have higher advertisement acceptance, but ethic impact doesn¡¦t affect their buying desire. From population point of view, there is no difference in advertisement acceptance no matter the receiver is male or female, also no matter whether the receiver has child or hasn¡¦t. However, female receivers think sex indicated advertisement affect ethic more than male receivers. Receivers who have child also think it affects ethic more than the one who have no child.