Tesis para optar al grado de Magíster en Marketing / El presente trabajo busca determinar los efectos que tienen ciertas variables, como la fuente de individualización, congruencia de la ubicación, involucramiento en los productos, reciprocidad, relevancia del aviso publicitario y preocupación general por la privacidad en internet en la percepción de los usuarios de smartphones acerca de los avisos publicitarios móviles, y si dichos efectos están mediados por la intrusión percibida. Se diseñó una investigación de tipo concluyente, descriptiva, de corte transversal simple. Se desarrolla de manera estructurada, mediante la recolección de datos primarios, manifestado como una encuesta aplicada en forma de cuestionario auto-administrado, cuyas respuestas fueron obtenidas en un período específico de tiempo. Se utilizó una técnica de muestreo no probabilística, por conveniencia, cuya muestra correspondió a 500 estudiantes de pregrado y postgrado que están realizando sus estudios en Santiago de Chile. Para llevar a cabo esta investigación, se elaboró un estímulo que consistió en el planteamiento de una situación hipotética, que los encuestados debían seguir paso a paso, con texto e imágenes ilustrativas que ayudaban a entrar en contexto. Este estímulo concluía con una encuesta, la cual debían completar de acuerdo a lo presentado y a sus creencias. Mediante un análisis MANOVA y ANOVA, junto al procedimiento Process de Hayes (2013) para efectos indirectos, se pudo encontrar un efecto significativo de las variables de fuente de individualización, congruencia de la ubicación, involucramiento en los productos y preocupación general por la privacidad en internet sobre la percepción de la publicidad móvil basada en la localización, además de un efecto mediador de la variable intrusión percibida sobre la relación entre las variables fuente de individualización sobre dicha actitud hacia la publicidad.

Submitted by Alice Araujo (alice.caraujo@ufpe.br) on 2018-04-11T19:06:35Z No. of bitstreams: 1 TESE Angélica de Souza Galdino Acioly.pdf: 8513128 bytes, checksum: 7685666c9ac2893fd76be3aa9efcf828 (MD5) / Made available in DSpace on 2018-04-11T19:06:36Z (GMT). No. of bitstreams: 1 TESE Angélica de Souza Galdino Acioly.pdf: 8513128 bytes, checksum: 7685666c9ac2893fd76be3aa9efcf828 (MD5) Previous issue date: 2016-12-12 / As embalagens envolvem a vida das pessoas de diferentes faixas etárias, sexos, classes sociais e em inúmeras situações, desde muito cedo. Contudo, pela diversidade de tipos e funções, e ainda das diferentes demandas e habilidades dos seus usuários, as embalagens, possuem problemas de interação, tanto em relação à sua estrutura física quanto informacional. Neste sentido, a pesquisa aqui apresentada trata de questões relacionadas à Ergonomia e Usabilidade, no que refere ao processo de informação entre a embalagem e os seus usuários, o qual exerce influência na sua utilização e consequentemente na segurança; e ainda da possibilidade de adoção de tecnologias emergentes no auxilio desse processo. Sendo assim, o objetivo geral desta tese foi validar a aplicação da tecnologia de Realidade Aumentada Móvel como meio de orientação de uso e instruções de segurança (Avisos e Advertências) junto a usuários de embalagens de consumo. Para tanto, foram realizados três estudos que, em termos gerais, buscaram avaliar as dimensões da usabilidade (eficiência, eficácia e satisfação) de dois sistemas de informação: um físico (rótulo) e um virtual (aplicativo em Realidade Aumentada). Na fase inicial à realização dos estudos foram conduzidas pesquisas bibliográficas e exploratórias, a fim de conhecer e fundamentar a problemática estudada e construir o embasamento teórico e o estado da arte. O Estudo 1 tratou de uma pesquisa descritiva com o objetivo de conhecer os sujeitos da pesquisa e suas experiências de uso com embalagens e com algumas tecnologias. Os resultados deste estudo definiram as diretrizes para as análises realizadas nos estudos posteriores. Para o Estudo 2, foi realizada uma pesquisa exploratória, através de avaliação heurística de sistemas de Realidade Aumentada aplicados em embalagens disponíveis no mercado. O referido estudo teve como objetivo estabelecer as diretrizes para a elaboração do aplicativo testado no estudo subseqüente. No Estudo 3, foi realizada uma pesquisa experimental, cujo objetivo foi avaliar a usabilidade dos dois sistemas de informação aplicados a uma embalagem-teste (lata de sardinhas). Em termos gerais os resultados apontaram que, a maioria dos participantes possui dificuldades de uso e de compreensão das informações disponibilizadas nas embalagens, independente da sua faixa etária; e em relação as dimensões da usabilidade dos dois sistemas avaliados, o sistema virtual apresentou melhores resultados do que o sistema físico. Neste sentido, os dados confirmaram as hipóteses proposta nesta tese, onde a apresentação de instruções de uso e de segurança através de sistemas de informação digital em Realidade Aumentada Móvel em embalagens de consumo configura uma solução eficiente e eficaz como interface de informação e de interação objeto/ser humano. Capaz, portanto, de complementar ou ainda ressaltar o conteúdo informacional dos rótulos físicos. / From a very young age, and in countless situations, people’s lives are involved with packaging, independent of their age range, sex and social class. However, owing to packaging’s diversity of types and functions, and the different demands and abilities of its users, it presents problems of interaction, as much in relation to its physical structure as to its functional role. In line with this, this research paper focuses on questions related to Ergonomics and Usability, regarding the information process between the packaging and its users, which exercises a influence on its utilization and consequently on its security; and on the possibility of the adoption of emerging technologies in the facilitation of this process. Consequently, the general objective of this thesis was to validate the application of Mobile Augmented Reality technology as a way of orientating the use and security instructions (alerts and warnings) together with users of consumer packaging. To do this, three studies were carried out that, in general terms, focused on evaluating the measurements of usability (efficiency, effectiveness and satisfaction) of two information systems, one physical (label) and the other digital (Augmented Reality application). In the initial phase of the studies, bibliographical and exploratory research was carried out with the aim being to understand and provide a foundation for the problem being studied, and to construct the theoretical base and the current state of art. Study 1 was a descriptive research with the objective being to understand the subjects of the research and their experiences related to the use of packaging and some technologies. The results of this study defined the guidelines for the analyses undertaken in the studies that followed. Study 2 involved exploratory research through in a heuristic evaluation using Augmented Reality systems applied to packaging available on the market. The objective of this study was to establish the guidelines for the elaboration of an application to be tested in the subsequent study. A Experimental research was carried out in Study 3, with the objective being to evaluate the usability of two information systems applied to test-packaging (sardine can). In general terms, the results showed that most of the participants had difficulties with the use and the comprehension of the information available on the packaging, independent of their age range. In relation to measurements of usability of the two systems evaluated, the virtual system presented better results than those of the physical system. Owing to this, the data confirmed the hypotheses proposed in this thesis, where by the presentation of the instructions of use and security through digital information systems in Mobile Augmented Reality on consumer packaging presents itself as an efficient and effective solution as an interface of information and interaction human/object. Therefore, capable of complimenting or reinforcing the informational content of physical labels.

Au milieu du XVIIème siècle, l’Espagne connaît une crise politique et économique profonde. L’Espagne s’essouffle et elle se voit obligée de signer le traité des Pyrénées en 1659. Cette lourde période de crise que traverse la monarchie espagnole se dessine tout au long de deux sources informatives du milieu du XVIIème siècle : les Avisos attribués à Pellicer (1639-1644) et les lettres de Barrionuevo (1654-1658). La première vit en direct les révoltes des "périphéries" catalane et portugaise alors que la seconde met en exergue la "fatalité" de l’Espagne dans un contexte de caisses vides : les ennemis sont nombreux, l’armée manque d’hommes et de moyens, les fonctionnaires sont corrompus, la noblesse n’est plus digne de son rang, le clergé manque de vocation et tous, du plus haut au plus bas de l’échelle sociale, s’adonnent à toutes sortes de délits d’ordre moral, politique, pécuniaire, judiciaire, etc. Ces deux sources, de longue durée mais de périodes rapprochées, offrent d’autres avantages. Les nouvelles sont (bi-)hebdomadaires, engageant l’auteur à informer régulièrement, ce qui évite une synthétisation de l’ensemble des informations. Aussi, les Avisos de Pellicer semblent destinés à être lus par un plus grand nombre (la publication était envisagée) et l’expression du "je" est très timide, alors que les lettres de Barrionuevo s’adressent à un correspondant et il sait qu’il est lu par un cercle réduit de connaissances. Traquer l’information et la transmettre comporte un risque : les nouvelles proviennent de sources fiables mais bon nombre sont issues de la rumeur qui est colportée. Cette dernière englobe essentiellement des personnes dignes de confiance chez Pellicer alors que, chez Barrionuevo, elle peut être constituée de personnes au palais ou de tout un chacun. Enfin, l’état d’esprit et les centres d’intérêt varient d’un auteur à l’autre. Ces deux sources informatives présentent des similitudes mais aussi de nombreuses différences, et des limites ; ces caractéristiques constituent leur richesse. / In the middle of the seventeenth century, Spain undergoes a deep political and economic crisis. It becomes difficult to survive and Spain has to sign the Treaty of the Pyrenees in 1659. This heavy crisis that the Spanish monarchy undergoes is described by two different information sources from the mid-seventeenth century : the Avisos attributed to Pellicer (1639-1658) and the Barrionuevo letters (1654-1658). The first source gives a daily account of the Catalan and Portuguese rebellions whereas the second source points out Spain’s "misfortune" due to its very bad economic situation : there are many enemies, the army lacks men and means, the civil servants are corrupt and the Nobles are no longer representative of their rank, the Clergy lacks vocation and everybody from the lowest to the highest social background is involved in all sorts of moral, political, financial and legal crimes etc. These two long-term but of short interval sources have other advantages. The news is given twice a week, forcing the author to inform the readers regularly which avoids summarizing all the information. Moreover, the Pellicer Avisos seem to be written and read by a large number of people (the publication is planned) and the use of the first person "I" is very limited whereas the Barrinuevo letters are addressed to a correspondent who knows that he is read by a small circle of people. Tracking down information and transmitting it is risky : the news is mostly reliable, but most of it comes from rumours. The Pellicer informants are more reliable and trustworthy whereas the Barrionuevo ones are composed of people from the Palace as well as any and everybody. Finally, the state of mind and interest points vary from one author to another. Both information sources show similarities but also many differences and limits and these characteristics is what makes them so full of interest.

El objetivo de la presente investigación consiste en contribuir al estudio de la evolución del discurso publicitario gráfico en español bonaerense durante el período de modernización de la Argentina (1880-1930), atendiendo a los cambios y permanencias producidos en sus elementos constitutivos a lo largo de todo el período. El marco teórico central para el análisis del objeto de estudio de esta investigación desde una perspectiva sociohistórica lo proporcionan los aportes de la sociolingüística histórica (Romaine, 1982, 1988, 1996; Conde Silvestre, 2007) y, en especial, de la lingüística histórica y la sociolingüística histórica aplicadas al discurso publicitario (Gieszinger, 2000, 2001; Görlach, 2002 b , 2004; Gotti, 2005). En consecuencia, consideraremos fenómenos de variación asociados con la incidencia probable de las variables extralingüísticas de sexo, nivel sociocultural, edad, etc. Asimismo, seguimos en sus postulados teóricos a Leech (1966) y Charaudeau (1994). Además, se han tomado herramientas provenientes del análisis histórico del discurso (Brinton, 1996) y de la pragmática histórica (Jucker, 1995; Rojas Mayer, 1998; Ridruejo, 2000 a ; Fitzmaurice and Taavitsainen, 2007). Como fuentes para la conformación del corpus se tomaron anuncios publicitarios de tres revistas de difusión masiva y amplitud temática (Caras y Caretas, El Hogar y Para Ti), que se organizaron en distintos grupos de acuerdo con el tipo de producto promocionado. Para el análisis se consideraron dos cortes sincrónicos (1880-1916 y 1916-1930),teniendo en cuenta distintos acontecimientos sociohistóricos. Los resultados apuntan a demostrar que en el mencionado período los distintos constituyentes de la publicidad (titular, cuerpo del texto, firma, cierre e imagen) adquieren la distribución y funciones que la identifican como un género discursivo con características modernas. En forma simultánea a la consolidación de su estructura, se verifica un proceso de especialización y personalización del mensaje: el discurso publicitario se adapta y varía su configuración de acuerdo con el tipo de producto promocionado y según los destinatarios prefigurados en los anuncios. Los señalados aspectos se confirman en elecciones que se realizan en distintos niveles lingüísticos, como así también en la relación ícono-verbal y en la dinámica que se establece entre los distintos constituyentes de los anuncios. / The purpose of this research is to contribute to the investigation of evolution of graphic advertising speech in Bonaerense Spanish during the modernization of Argentina (1880-1930), paying attention to the changes and permanencies produced in their constitutive elements throughout the entire period. The theoretical framework for the analysis of the subject matter of this research from a socio-historical perspective is provided by the contributions of historical sociolinguistics, and, in particular, historical linguistics and historical sociolinguistics applied to advertising discourse. Therefore, variation phenomena associated with likely impact of extra linguistic variables of gender, socio-educational level, age, and so on, as well as the theoretical postulates of Leech (1966) and Charaudeau (1994) are considered here. Furthermore, tools have been taken from the historical discourse analysis (Brinton, 1996) and historical pragmatics. As sources for the formation of the corpus, advertisements from three massive magazines of thematic breadth (Caras y Caretas, El Hogar y Para Ti) were organized in different groups according to the type of product being promoted. Forthe analysis two synchronous cuts (1880-1916 y 1916-1930) were considered, taking into account different socio-historical events. The results point to demonstrate that in the said period different constituents of advertising (headline, body copy, signature line, standing details and illustration) acquire the distribution and functions that identify it as a discursive genre with modern features. Simultaneously to the consolidation of its structure a process of specialization and customization of message is verified: advertising discourse adapts and changes its configuration according to the type of promoted product and according to the addressees foreshadowed in the ads. The above aspects are confirmed in choices made at different linguistic levels, as well as the icon-verbal relationship and the dynamics established among the various constituents of the ads.

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