Submitted by Giovanna Brasil (1154060@mackenzie.br) on 2018-01-05T15:42:06Z No. of bitstreams: 1 Mariana de Alcantara Calil Daher1.pdf: 1434589 bytes, checksum: 3a161c34541808ba95ab8b7440f215f5 (MD5) / Approved for entry into archive by Paola Damato (repositorio@mackenzie.br) on 2018-01-23T11:46:12Z (GMT) No. of bitstreams: 1 Mariana de Alcantara Calil Daher1.pdf: 1434589 bytes, checksum: 3a161c34541808ba95ab8b7440f215f5 (MD5) / Made available in DSpace on 2018-01-23T11:46:13Z (GMT). No. of bitstreams: 1 Mariana de Alcantara Calil Daher1.pdf: 1434589 bytes, checksum: 3a161c34541808ba95ab8b7440f215f5 (MD5) Previous issue date: 2017-12-12 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Universidade Presbiteriana Mackenzie / This dissertation place oneself in the line search Language, literature and Society: speech in communication, religious speech, pedagogic speech, politic speech and has as a general goal to observe the transformations in Barbie’s doll profile, during the analyses of the discursive and image mechanisms used for the advertising speech to transform the identity of the doll. As a motivational point, this work has started from the importance of considerate the relations between the social and historical transformations and the construction of a product’s identity from the advertising – in that case, the transformations occurred in 2016, with deep innovations that was observed and that indicates some new identity to Barbie doll. The analyses of the selected propagandas for this work – that intend not only to illustrate the evolutionary trajectory of the advertising text but also to mark the constitution of the doll’s identity during the years – was made from concepts of speech and dialogism, indicated for Bakhtin (2003, 2006); identity notions, as Bauman (2005) and verbal-visuality elements, predicated on Brait (2013). With this study, can be verified the importance of the advertising speech for the fixation of social and historical values and for the construction of a products identity. / A presente dissertação situa-se na linha de pesquisa Língua, literatura e sociedade: discurso na comunicação, discurso religioso, discurso pedagógico, discurso político e tem por objetivo geral observar as transformações ocorridas no perfil da boneca Barbie, ao analisar os mecanismos discursivos e imagéticos utilizados pelo discurso publicitário para a transformação da identidade da boneca. Como ponto motivador, partiu-se da importância de se considerar as relações estabelecidas entre transformações sócio históricas e construção identitária de um produto, por meio da publicidade – no caso, as mudanças ocorridas em 2016, com inovações profundas observadas e indicativas de nova identidade da boneca Barbie. A análise das peças selecionadas para esta pesquisa – que procuraram não só ilustrar o percurso evolutivo do texto publicitário, mas também marcar a constituição identitária da boneca ao longo de sua existência – foi realizada à luz de conceitos de discurso e dialogismo, apontados por Bakhtin (2003, 2006); da noção de identidade, conforme Bauman (2005) e de elementos de verbo-visualidade, fundamentada por Brait (2013). Com este estudo, verifica-se a importância do discurso publicitário para a fixação de valores sócio-culturais e para a construção da identidade de um produto.

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Yes / Toy industry in the US is product driven and full of challenges. This case presents an overview of the California-based Micro Games of America (MGA) Entertainment, which is a consumer entertainment products company, engaged in innovative lines of proprietary and licensed products including toys and games, dolls, consumer electronics, home decor, stationery and sporting goods. It had more than 200 licences. In 2001, MGA launched a fashion doll called ‘Bratz’, and it sold 150 million Bratz dolls all over the world. Bratz line surpassed the legendary brand ‘Barbie’—Mattel, Inc.’s flagship brand—in a short span of time through many innovative marketing strategies and different product placement, roll-outs, tie-ins and other promotional tactics, despite facing many challenges, such as, fast-changing demographics, shorter product life cycle (PLC) and negative perceptions about brand. This case can be used to address two issues: first, structural change drivers and trends that shaped the toy industry in developed economies and, second, how to develop effective marketing strategies for product with shorter PLC in highly product-driven market?

Thesis (doctoral)--Universität, Frankfurt (Main), 2001. / Includes bibliographical references (p. 234-249).

Petra Šrédlová Diploma thesis Abstract Abstract The trial of Klaus Barbie was an important turning point in the French memory of the Vichy regime. For a purpose of Barbie's conviction, the interpretation of the crime against humanity was changed in the French legal system. Barbie's victims were, for the first time, given the opportunity to publicly testify. Furthermore, the trial provided an opportunity for development of the Jewish memory and the memory of the resistance. The trial of Klaus Barbie provided the basic legal and procedural framework later on used by the courts in trials with Vichy's criminals. Moreover, the personality of Klaus Barbie remained sealed in a negative sense in French memory, when he was often remembered on the occasion of various events. The aim of this diploma thesis is to prove that, on the basis of qualitative content analysis of articles by Le Monde containing the term "Klaus Barbie" in the period from July 3, 1988 to July 4, 2017, further development of the phase of Obsession of the Vichy syndrome can be traced, along with its thematic categories and intensity. This diploma thesis also argues that the memory development did not proceed consistently, but kept on returning in the form of various events in order to recall not only Klaus Barbie and his trial, but also other...