Submitted by Noeme Timbo (noeme.timbo@metodista.br) on 2016-08-18T18:46:34Z No. of bitstreams: 1 Gustavo Moreira Zanini.pdf: 1290506 bytes, checksum: 41c7c0924876851a82287822dd335ffe (MD5) / Made available in DSpace on 2016-08-18T18:46:34Z (GMT). No. of bitstreams: 1 Gustavo Moreira Zanini.pdf: 1290506 bytes, checksum: 41c7c0924876851a82287822dd335ffe (MD5) Previous issue date: 2015-02-27 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / We realized that the traditional paradigms are now considered singular and dictatorial. On the other hand, sets out a new meaning whose north is the “political correctness”. Understanding the advertising as a socio-cultural product, this research is initially a bibliographic study, aimed the conceptualization and analysis of issues related to your theme. With this properly seized context, a pragmatic discourse analysis was performed on a corpus of advertisements aired between 2009 and 2014, on brazilian television through open format. Our investigation focused on the ways that elements postulated by politically correct thinking are being added to advertiser gender, in constructions of meaning. We could observe a rebuke trend of certain groups to advertising content that touch on very specific themes, with interpretations marked by a high degree of subjectivity; and what is being sought, oftentimes, through an empowerment permitted by our present context, is in fact the suppression of certain themes within the advertising communication. / Ao que se percebe, paradigmas até então vigentes passam a ser considerados singulares e ditatoriais. Em contrapartida, estabelece-se uma nova acepção, cujo norte é o pensar “politicamente correto”. Entendendo a publicidade como um produto sociocultural, essa pesquisa inicialmente é bibliográfica visando à conceituação e análise de questões inerentes ao seu tema. Com este contexto devidamente apreendido, uma análise pragmática do discurso foi realizada em um corpus de anúncios publicitários veiculados entre 2009 e 2014, no meio televisivo brasileiro de formato aberto. Nossa investigação se concentrou nos modos com que os elementos postulados pelo pensamento politicamente correto vêm sendo incorporados ao gênero publicitário em construções de sentido. Pudemos observar uma tendência de repreensão de determinados grupos a conteúdos publicitários que tocam em temáticas muito específicas, com interpretações marcadas por um alto grau de subjetividade; e o que se busca muitas vezes, através de um empoderamento permitido por nosso contexto atual, é mesmo a supressão de determinadas temáticas dentro da comunicação publicitária.

The purpose of this research was to determine the aural and visual issues present in televised political campaign advertising of the 1972 Presidential election year. Content analysis was the method employed to determine these issues. The campaign commercials of George McGovern and Richard Nixon were the subject of the analysis. The issues coded were Social Welfare, Natural Resources, Labor, Management, Civil Rights, Economy, Foreign Affairs, Vietnam, Government, Public Order, Defense, Republicans, and Democrats. The results show that the campaigns used issues appearing in network news coverage, the percentage of time each campaign spent on the issues, and that the aural content was supported by the visual images in the commercials.

Thesis (M. A. (Communication Studies)) -- University of Limpopo, 2022 / The purpose of this study was to investigate the approach to land and unemployment as main electoral themes during 2019 elections in South Africa by the ANC and EFF. A qualitative, exploratory research was conducted to determine how these issues were articulated and approached using emotional and cognitive messages in the production of political content. This was to determine the implications of their use regarding issues of emphasis and ownership by political parties on the decision of constituencies. The hubs of data collection for this study were political street posters and Facebook advertisements. This study paid particular focus on the manners in which both parties framed the subjects of land and unemployment. Thus, thematic content analysis was used to determine the themes that emerged from the Facebook advertisements while semiotic analysis was applied on the data that emanated from street posters. The selection of the posters and Facebook political advertisements was guided by the issues the researcher intended to study which reflected on the ANC and EFF political advertisements. A total of 8 posters (N=8) were selected and analysed (4 for each party) and a total of 10 Facebook advertisements (5 for each party) were used for the generation of data in this study. A semi-structured interview was also conducted. The findings revealed that there are connections among political issues, images of politicians and the decision of voters. People vote based on these connections. The study therefore recommends that areas of content production need to be improved in the production of political advertisements, and that scholars need to improve the existing literature on political communication to educate the public (voters) about the persuasive strategies of the political parties

Political advertising on television is a relatively “new” phenomenon in South African general election campaigns (circa 2008). The purpose of this study is to analyse and compare the three sampled 2009 and 2014 African National Congress (A.N.C.) political television advertisements, with a specific focus on the verbal, non-verbal and visual rhetoric in the communication of election campaign messages. To achieve this goal, the study reviewed literature in the subject of rhetoric and post-colonial perspectives in the areas of Afrocentrism and Eurocentrism, focusing specifically on the seminal work of the Afro-centrist, Molefi Asante, and the anti-Western-centric scholar, Samin Amin. The study uses social semiotics (as both a theoretical approach and a research methodological framework). As a theoretical approach, the social semiotic approach was conceptualised by Valentin Voloshinov (1973) and Michael Halliday (1978), and it argues for the creation of social meaning within a text and within a society. The study focuses on the former, the creation of meaning within a text, that is, the content of the three sampled political advertisements. As a research framework, the approach was adapted by Gunther Kress and Theo van Leeuwen (1996). The study favours their social semiotic research method which provide the interpreter/researcher with dimensions, or “tools’, with which to explicate and deconstruct textual meanings. Thus, in this study, social semiotics as part of the broader field of discourse analysis, was used to deconstruct the latent and manifest ideologies of the non-verbal, verbal and visual rhetoric of two 2009 and one 2014 A.N.C. political television advertisements. Using this combined theoretical framework (rhetoric, social semiotics and Afrocentrism and Eurocentrism), and, research approach, it could be determined whether the verbal, non-verbal and visual rhetoric of these three A.N.C. political television commercials represents Afrocentric and/or Eurocentric post- colonial The main findings of the study show that both the visual and verbal rhetoric of the sampled A.N.C. political television commercials represents a combination of a varying ideological constructs, namely the “nationalist”; “socialist”; “liberal feminist”; and, “liberal capitalist ideologies” (cf. Haywood 1998; Thompson 2003). Furthermore, the findings of the study point out that the verbal, non-verbal and visual rhetoric of the selected A.N.C. political television commercials, are neither exclusively Afrocentric nor Eurocentric in nature. Both post-colonial perspectives are represented, in varying degrees, in the sampled A.N.C. commercials. The study makes a significant contribution to the political communication landscape in South Africa, in that, it is an exclusively qualitative content analysis, as opposed to previous, quantitative content-analysis studies (cf. Fourie 2008; Fourie & Froneman 2003; Fourie & Froneman 2001). It is also important to note that as far as can be determined, that this is the first study to use social semiotics, as either a theoretical framework or a research method. The key limitation of the study is that, it only focuses on three purposely sampled A.N.C. election campaign television advertisements, and does not include the political television advertisements of opposition political parties, such as the Democratic Alliance. / Communication Science / M.A. (Communication)