This diploma thesis aims to explore the influence of psychological and ethical aspects of advertising on human psyche. In the theoretical part is its reader informed about the contribution of psychology to the creation of effective advertising., there are described the forms of advertising and the psychological theories of motivation. Ethics in advertising, advertising, self-regulation and the Code of advertising are specified here. Moderate interviews in practical part of this thesis are used for revealing the factors affecting the reception of advertising. Individual moderate interview are done with ten persons. These peorsons are not differentiated according any specific criteria. In this thesis is given a view what people consider as ethical and what they think about the ethical issues in advertising. The main contribution of the research is verification of people's different opinions of ethical issues.

Despite extensive research into memory and violence, relatively little is known about the relationship between violent media and memory of advertised products. Research has yielded contradictory evidence ; some scholars have found a negative relationship, others a nonexistent one... This research investigated the role of emotion in the relationship between violent media and product placement memory. This study creates insight into inconclusive previous findings by providing evidence that violence influences product memory. Specifically, participants were significantly worse at remembering products placed within violent clips (e.g., free recall, cued recall, recognition. Participants' emotional responses to the violent clips also appeared to influence their memory for embedded products ; product recognition was significantly correlated with disgust, avoidance, and interest ratings.... Interestingly, stronger negative responses to the violent clips were correlated with decreased preference for the embedded products. Furthermore, the pattern of differences for product preference between target and non-target violent products varied according to negative emotional reaction. Therefore, this dissertation provides insight into the role emotion plays in the relationship between viewing violent media and product placement memory. / by Johanna D. Berger. / Thesis (Ph.D.)--Florida Atlantic University, 2012. / Includes bibliography. / Mode of access: World Wide Web. / System requirements: Adobe Reader.

Submitted by Dante Avanzi (danteavanzi@hotmail.com) on 2017-01-03T17:24:46Z No. of bitstreams: 1 mercadologia-avanzi-dissertação v37 Biblioteca FGV Final.pdf: 3573077 bytes, checksum: fb2962cead46ccf55b55175118825f78 (MD5) / Approved for entry into archive by Fabiana da Silva Segura (fabiana.segura@fgv.br) on 2017-01-03T17:26:16Z (GMT) No. of bitstreams: 1 mercadologia-avanzi-dissertação v37 Biblioteca FGV Final.pdf: 3573077 bytes, checksum: fb2962cead46ccf55b55175118825f78 (MD5) / Made available in DSpace on 2017-01-03T17:29:51Z (GMT). No. of bitstreams: 1 mercadologia-avanzi-dissertação v37 Biblioteca FGV Final.pdf: 3573077 bytes, checksum: fb2962cead46ccf55b55175118825f78 (MD5) Previous issue date: 2016-12-13 / Empresas de bens de consumo se deparam hoje com o desafio de conhecer e influenciar seus shoppers durante suas jornadas de compras, para que, assim, possam incrementar suas receitas. O shopper marketing surgiu para buscar soluções para este, entre outros desafios. Pode ser definido como o planejamento e execução de todas as atividades de marketing que influenciam o shopper, durante toda a jornada de compra, incluindo os ambientes de dentro e fora do ponto de venda. Entre as diversas etapas desse processo, o ponto de venda é apontado como um importante influenciador na tomada de decisão de compra do shopper. Nele, um dos meios utilizados são os fatores de in-store marketing, com destaque para os materiais de comunicação. O objetivo nesse trabalho é compreender como os vieses cognitivos, objetos de estudo nessa dissertação, influenciam a tomada de decisão de compra do shopper, quando aplicados em materiais de comunicação, em supermercados. Para isso, foi realizada uma pesquisa quantitativa experimental, a partir de um procedimento 'quase-experimento', em uma rede de supermercados, aplicado a uma marca de uma categoria de bens de consumo não duráveis. O resultado apresentado um aumento nas vendas da marca, o que comprova a efetividade da aplicação dos vieses cognitivos, em materiais de comunicação, em supermercados. Dessa maneira, o estudo contribui tanto para a prática acadêmica, quanto empresarial. No plano acadêmico, agrega conteúdo à literatura sobre shopper marketing, combinando materiais de comunicação e vieses cognitivos e sua influência sobre os shoppers em supermercados. No plano corporativo, o estudo permite que profissionais de marketing tenham mais um instrumento para conhecer e influenciar seus shoppers em supermercados, podendo elaborar materiais de comunicação mais efetivos e maximizar seus investimentos destinados ao ponto de venda, gerando vendas incrementais. / Fast moving consumer goods companies have the challenge today to know and influence their shoppers as they shop, with the purpose of increasing their sales. Shopper marketing has emerged in order to solve this challenge, among others. It can be definied as the planning and the execution process of all marketing activities that influence shoppers across the shopper journey, including both in-store and out-of-store factors. Among the different shopper marketing stages, the point of sales is key to influence the shopper’s purchasing decision. In this stage, this influence may happen through in-store marketing factors, mainly through communication materials. The goal of this essay is to understand how cognitive biases, focus of this study, influence the shopper’s purchasing decision process, when applied to communication materials in supermarkets. So, in order to accomplish this goal, an experimental quantitative research was conducted through a quasi-experiment procedure in a supermarket chain, based on a fast moving consumer good brand. The results show an increase in the brand sales, which proves the effectiveness of the cognitive biases applied to communication materials in supermarkets. Therefore, this study shall contribute to both academic and corporate fields. In the academic field, it may contribute to the existing shopper marketing literature, combining point of purchase communication materials with cognitive biases, and their influence in shoppers in supermarkets. As to the corporate field, this study allows marketing professionals to have an additional instrument to know and influence their shoppers in supermarkets by developing more effective POP communication materials, maximizing investments in the point of sales and thus increasing their sales.

Doctorat en sciences psychologiques / info:eu-repo/semantics/nonPublished

Doctorat en sciences psychologiques / info:eu-repo/semantics/nonPublished

The purpose of this project was to examine the similarities and differences in magazine advertisements directed to women in China and Taiwan. Through content analysis of advertisments in these two countries, the researcher identified how women were portrayed and the social values or lifestyle attributed to them of each society.