Submitted by Kelson (kelson@ucb.br) on 2016-07-08T18:26:38Z No. of bitstreams: 1 DetleyMoreiraPortoDissertacao2015.pdf: 1480530 bytes, checksum: 42e5976b863ebace5c6bb76274b4baa3 (MD5) / Made available in DSpace on 2016-07-08T18:26:38Z (GMT). No. of bitstreams: 1 DetleyMoreiraPortoDissertacao2015.pdf: 1480530 bytes, checksum: 42e5976b863ebace5c6bb76274b4baa3 (MD5) Previous issue date: 2015-09-30 / This dissertation investigates the influence of Advertising Campaigns of Vestibular three higher education institutions private of Bras??lia (Catholic University of Bras??lia UCB, University Center ??? UNIEURO and College Projection), on Facebook, as well as with the media society and massive, which accesses social networks today. In addition, other institutions are also referenced, in particular the forms of interaction of their advertising campaigns to the public that will take entrance exams in order to see how this type of hype exerts its effects on academic audience. To study the influence of advertising campaigns is the need to check which factors contribute to the choice of a Higher Education Institution (HEI), by students. The evolution of information technology has caused great impact and changing the mode of communication of the human being, which the field of higher education is also impacted, as educational organizations have to follow the changes in the market, however adapt to them while competitive strategy. It can be concluded that the vestibular advertising campaigns posted on the social network Facebook of the surveyed HEI, not present compelling content to the perception of the relevant public, representing little interactivity and almost no engagement features that could establish a relationship of dialogue advocated by semiotic theory Peirce. / Esta disserta????o investiga a representatividade das campanhas publicit??rias de vestibular de tr??s Institui????es de Ensino Superior Privadas de Bras??lia (Universidade Cat??lica de Bras??lia ??? UCB, Centro Universit??rio Euro-Americano ??? UNIEURO e Faculdade Proje????o), no Facebook, assim como na sociedade mediatizada e massiva que acessa as redes sociais, na atualidade. Outras institui????es tamb??m s??o referenciadas, em especial, no engajamento de suas campanhas publicit??rias para com o p??blico que ir?? prestar vestibular, a fim de se constatar como esse tipo de publicidade exerce alguma representatividade com o p??blico acad??mico. Estudar o potencial de constru????o da linguagem das campanhas publicit??rias passa pela necessidade de verificar quais fatores contribuem para a escolha de uma Institui????o de Ensino Superior ??? IES pelos alunos. A evolu????o das tecnologias da informa????o vem causando grande impacto na comunica????o do ser humano, inclusive no campo da educa????o superior, visto que as organiza????es de ensino precisam acompanhar as transforma????es exigidas pelo mercado, adaptar-se a elas enquanto estrat??gia competitiva. Pode-se concluir que as campanhas publicit??rias de vestibular, divulgadas na rede social Facebook das IES pesquisadas, n??o apresentam linguagem adequada e conte??do atrativo ?? percep????o do p??blicoalvo, apresentando pouca import??ncia, baixa interatividade e baixo engajamento, caracter??sticas fundamentais no processo dial??gico preconizado pela teoria semi??tica de Peirce.