Esta pesquisa analisa estímulos empregados em uma amostra de publicidades televisivas de automóveis com o objetivo de compreender como estes interpelam o sujeito no que diz respeito à irracionalidade imanente ao consumismo exacerbado. O estudo se apoia nos conceitos de estética da mercadoria, indústria cultural, regressão e narcisismo, conforme entendidos pela teoria crítica e psicanálise freudiana. Defende-se a tese de que tais estímulos mobilizam certos mecanismos psíquicos a fim de transformar as pulsões individuais em ações de consumo. Sob a premissa do consumo conspícuo, cuja finalidade é a ostentação com vistas a status e prestígio social, investiga-se como as alterações na percepção dos indivíduos, provocadas pelas pseudoexperiências estéticas mediadas pela indústria cultural, usurpam do indivíduo um esquematismo interno responsável em estruturar a percepção em correspondência com o entendimento, fortalecendo assim a ideologia do consumo. Em decorrência dessa base conceitual, são tomados como categorias de análise da publicidade os conceitos psicanalíticos de regressão, narcisismo, repressão e identificação. A pesquisa de campo permitiu constatar que os estímulos identificados são elaborados com base na carência interna de individualidade e liberdade, que, mobilizada pela publicidade, tende a se expressar na regressão narcísica como uma estratégia de preservação do ego. O mecanismo de regressão é explorado por meio de imagens arcaicas, a fim de despertar pulsões não sublimadas e direcioná-las para o desejo de possuir a mercadoria anunciada / This research treats with stimulus used in television advertising of automobile, in order to understand the irrationality immanent in the current exacerbated consumption. The study is based on the concepts of aesthetic of the merchandise, cultural industry, regression, and narcissism, as they are understood by critical theory and Freudian psychoanalysis. It defends the thesis that such stimulus mobilizes certain psychic mechanisms in order to transform the pulsions in actions of consumer. Under the premise of conspicuous consumption, whose purpose is ostentation to get status and social prestige, it investigates how changes in the perception of individuals, caused by pseudo aesthetic experiences mediated by cultural industry, usurp the individual of an internal schematism responsible in structuring the perception in correspondence to the understanding, thus strengthening the ideology of consumption. On this conceptual basis, it is taken as analytical categories of advertising psychoanalytic concepts of regression, narcissism, repression, and identification. The field research allowed to figure out that the stimulus identified are produced based on the internal lack of individuality and freedom, which mobilized by advertising tends to express itself in narcissistic regression as a self-preservation strategy. The mechanism of regression is explored by archaic images, in order to awaken pulsions not sublimated and direct them to the desire to possess the advertised merchandise

Abstract Problem: Previously, only few wealthy individuals had the opportunity to engage luxury consumption. Today, money and time is a lot more dispersed and thus give the regular citizen a chance to purchase luxury goods. Productivity and quality management has led to a growing production of luxury goods and has been spread to the mass population. Previous studies have proven that there is a relationship between possessions and identities, but lack research on younger consumers and their agendas for luxury consumption. Purpose: The purpose of this research is to explore how young consumers are using luxury consumption when constructing their identities and if this new group of luxury consumers consume luxury goods in a new way. Method: In order to fulfill the purpose of this thesis, an epistemological relativistic assumption has been made, and includes a qualitative exploratory research design with an inductive approach. The primary data was collected through semi-structured interviews, where participants had an interest in luxury consumption. Conclusion: Our findings suggests that there is a new group of young consumers who construct their identity through luxury consumption, based on the symbolic meanings and the perceived personal reward. This social group uses luxury consumption to conform with their preferred social references, but also to differentiate themselves. Certain possessions, interests and the environment an individual live in were all found to be important tools for young consumer when they construct their identity. “We are what we buy” has been proven to be a central concept in young consumers identity creation of this study.

Esta pesquisa analisa estímulos empregados em uma amostra de publicidades televisivas de automóveis com o objetivo de compreender como estes interpelam o sujeito no que diz respeito à irracionalidade imanente ao consumismo exacerbado. O estudo se apoia nos conceitos de estética da mercadoria, indústria cultural, regressão e narcisismo, conforme entendidos pela teoria crítica e psicanálise freudiana. Defende-se a tese de que tais estímulos mobilizam certos mecanismos psíquicos a fim de transformar as pulsões individuais em ações de consumo. Sob a premissa do consumo conspícuo, cuja finalidade é a ostentação com vistas a status e prestígio social, investiga-se como as alterações na percepção dos indivíduos, provocadas pelas pseudoexperiências estéticas mediadas pela indústria cultural, usurpam do indivíduo um esquematismo interno responsável em estruturar a percepção em correspondência com o entendimento, fortalecendo assim a ideologia do consumo. Em decorrência dessa base conceitual, são tomados como categorias de análise da publicidade os conceitos psicanalíticos de regressão, narcisismo, repressão e identificação. A pesquisa de campo permitiu constatar que os estímulos identificados são elaborados com base na carência interna de individualidade e liberdade, que, mobilizada pela publicidade, tende a se expressar na regressão narcísica como uma estratégia de preservação do ego. O mecanismo de regressão é explorado por meio de imagens arcaicas, a fim de despertar pulsões não sublimadas e direcioná-las para o desejo de possuir a mercadoria anunciada / This research treats with stimulus used in television advertising of automobile, in order to understand the irrationality immanent in the current exacerbated consumption. The study is based on the concepts of aesthetic of the merchandise, cultural industry, regression, and narcissism, as they are understood by critical theory and Freudian psychoanalysis. It defends the thesis that such stimulus mobilizes certain psychic mechanisms in order to transform the pulsions in actions of consumer. Under the premise of conspicuous consumption, whose purpose is ostentation to get status and social prestige, it investigates how changes in the perception of individuals, caused by pseudo aesthetic experiences mediated by cultural industry, usurp the individual of an internal schematism responsible in structuring the perception in correspondence to the understanding, thus strengthening the ideology of consumption. On this conceptual basis, it is taken as analytical categories of advertising psychoanalytic concepts of regression, narcissism, repression, and identification. The field research allowed to figure out that the stimulus identified are produced based on the internal lack of individuality and freedom, which mobilized by advertising tends to express itself in narcissistic regression as a self-preservation strategy. The mechanism of regression is explored by archaic images, in order to awaken pulsions not sublimated and direct them to the desire to possess the advertised merchandise

This theses Brand product as a symbol of young participants is focused on the phenomenon of brands, which is interpreted through its relation to social status. In the theoretical part of the theses there are two contradictory views discussed (T. Veblen's and G. Lipovetsky's), which provide two different points of view concerning contemporary society and the relation between luxurious goods and social status. Through this discussion the thesis provides the characteritics of youth in the context of its developement during the 20th century. Another discussed topic are marketing techniques focusing on today's young generation. In the research part the author aims to find a connection between luxurious brands consumption and the concept of status among young adults studying Czech high schools. Results did not prove this connection to be very strong, and it seems therefore that Lipovetsky's point of view was the one closer to our analysis.

Resultatet visar oss att människors konsumtionsvanor påverkas av våra beteenden. Både attityden mot beteendet, subjektiva normer och vår upplevda kontroll över köpet påverkar det slutliga utfallet av konsumtionen av märkeskläder. Det gäller framförallt för klädköp som är avsedda för att förbättra individens självbild. Vi kan också se relativt tydliga indikationer på att konsumtionen av märkeskläder som är avsedda att förbättra individens självkänsla har störst inverkan av individens attityd. Om individen har en positiv inställning mot att köpa märkeskläder för att öka sin självkänsla kommer den också i större utsträckning genomföra köpet. / The result shows us that people's consumption habits are affected by our behaviors. Both the attitude towards the behavior, subjective norms and our perceived control over the purchase affect the final outcome of the consumption of branded clothing. This is especially true for clothing purchases that are intended to improve the individual's self-image. We can also see relatively clear indications that the consumption of branded clothing intended to improve the individual's self-esteem has the greatest impact on the individual's attitude. If the individual has a positive attitude towards buying designer clothes to increase their self-esteem, it will also make the purchase to a greater extent.

The thesis analyses the motives of charity and its various forms in the present society. It builds on the critical theory of "studying up", formulated by Laura Nader in 1970s. It considers the difficulties of ethnographic research in an unequal-power terrain, where the anthropologist finds himself in an unwelcome position. Based on a one-year long research of Rotary clubs, the thesis examines the question of whether the charity is a pure act of altruism, following of self-interest, or a combination of both. Charity has lost its significance from its original Christian form over time. Today, it takes the form of a successful marketing tool. For someone it may mean caring for the disadvantaged, for another a simple tool to ease his conscience; for others a convenient pretext for the setting up of a private club. Charity in some respect replaced the Christian confession and like other commodities in the neoliberal system is consumed without creating a long-term relation between the donor and the donee. Rotary International is a worldwide network of private clubs, among its members are leaders in the financial sector, health care, public administration, journalism and science and research. One can therefore examine the Rotary club from an anthropological point of view of emerging capitalism in the...

L’Empire néo-assyrien (934-610 av. J.-C.) a conquis la majeure partie du Proche-Orient en quelques siècles. S’il modifie la carte géopolitique de la région, l’impact concret qu’il exerce sur les territoires avec lesquels il entre en contact est difficile à cerner. La tendance générale était jusqu’à il y a peu de considérer que les Assyriens contrôlaient étroitement toute leur périphérie par une présence importante de militaires et de fonctionnaires, tout en initiant un processus d’« assyrianisation ». Ce travail doctoral propose d’évaluer l’importance et la nature de la présence assyrienne dans le royaume de Hamat (nord-ouest de la Syrie) et de déterminer s’il existe un lien entre présence et influence assyriennes. Les résultats d’une analyse des sources historiques et archéologiques montrent que la présence assyrienne à Hamat était bien plus subtile que ce que l’on aurait pu croire. D’une part, l’élite provinciale assyrienne insistait sur sa légitimation auprès des autochtones et sa coopération avec l’élite locale plutôt que sur l’utilisation de la force pour maintenir le joug de l’Empire. D’autre part, loin d’indiquer une colonisation assyrienne ou un changement de culture, l’influence de la culture assyrienne à Hamat se traduirait plutôt par l’adoption par l’élite locale de nouveaux objets de prestige qui contribuaient à la consommation ostentatoire et à l’émulation compétitive / The major part of the Near East was conquered by the Neo-Assyrian Empire (934-610BC) in a few centuries. If the geopolitical map of the region was altered, the concrete impact it exerted on the territories with which it came into contact is difficult to appraise. Until recently there was a general tendency to consider that the Assyrians tightly controlled their whole periphery by maintaining a high number of soldiers and personnel, while initiating a process of “Assyrianization.” This doctoral thesis tries to assess the importance and nature of the Assyrian presence in the kingdom of Hamat (in northwest Syria) and to determine whether there is a link between the presence and influence of the Assyrians. The results of an analysis of historical and archaeological sources show that the Assyrian presence in Hamat was much more subtle than what might have been envisaged. On the one hand the Assyrian provincial elite insisted on being legitimized with the natives and cooperating with the local elite rather than using force to maintain the yoke of the Empire. On the other hand, far from indicating an Assyrian colonization or a change of culture, the influence of Assyrian culture in Hamat would rather translate into the local elite adopting new objects of prestige that contributed to conspicuous consumption and competitive emulation.

McQuail在討論大眾傳播與社會變遷的關係時，認為社會與文化若互相影響則形成互賴關係。從1973年以降，中華三菱的廣告主要受社會變遷的影響而少反向影響社會，摘要如下： 一、從單一媒體到全傳播媒體　 早期報禁使報紙獨大與寡占，閱聽眾訊息來源有限多只使用報紙；1993年中華進入轎車市場後始大量使用電視搭配報紙露出；2000年因媒體環境複雜，專業媒體代理商針對媒體與目標客層特性進行波段媒體操作，使廣告訊息更有效傳遞。 二、從解說產品到說故事的汽車品牌 自由化時期前，中華三菱因僅有商用車，平面廣告皆採用產品特色的理性溝通，如同Otto Kleppner的廣告螺旋理論，當商品在拓荒期時要訴求功能，在競爭期面臨眾多品牌時要強調商品的獨特性，在鞏固期中華三菱廣告則採故事性較多的感性訴求建立品牌形象。 三、炫耀性消費的文化浮現與普及 從1996年Cefiro出現後，汽車廣告中呈現豐富豪華的配備，消費者進入Baudrillard的「炫耀性消費」社會。中華三菱從早期以商車頭家體驗證言到1997年休旅車推出後，各車廣告皆針對目標客層在廣告中呈現身分的識別與彰顯。 四、廣告訴求從高涉理性到高涉感性 「FCB 廣告模式」中發現中華三菱的廣告從高涉理性商品移轉到高涉感性商品，會發生這樣的現象跟經濟與消費文化有高度正相關，而汽車有關商品理性層面，消費者已有更多能力與訊息可做判斷，至於如何打動則要靠更多的感性訴求。 1970到2010年代的社會，從一個大家彼此認識的恬靜社區逐漸到誰也不認識誰的異化社會(alienated Gesellschaft)，不同階級使用不同的物品彰顯所在的社會結構中位置，中華三菱的廣告則不斷提供並呈現社會中產階級想要模傲的價值觀。 / When McQuail discussed the relationship between mass communications and social changes, he believed that society and culture form into a relationship of interdependence if they influence each other. This research analyzed CMC Motor's advertisements and found them influenced by Taiwanese social changes much more than the degree they have influenced society. A. From a single medium to IMC media Newspapers had been the major information source for the audience in Taiwan. When CMC Motor joined the market in 1993, automobile industry began to apply plenty of TV commercials along with advertisements in the papers. Since 2000, agencies have run advertising on targeted audience making messages effectively delivered. B. A brand from product facts-explanation to story-telling In early days, CMC Motor took rational manners in print advertisements, as Otto Kleppner puts that a product should appeal with its functionality at the pioneering stage; story-enriched emotional appeals have been applied when the company reached the stage of consolidation. C. Emergence and popularization of conspicuous consumption Cefiro hit the market in 1996, advertised as a luxuriously equipped sedan--that was the time when consumers moved into “conspicuous consumption” society. All CMC Motor advertisements have appealed to status identification and recognition of targeted consumers. D. Highly involvement of advertising appeals: from rational to emotional CMC Motor's advertisements transferred into highly involvement/affective from highly involvement/rational,which is quite related to economy and consumption culture. Consumers are able and informed to make decisions nowadays, while emotional appeals are more needed for touching their hearts. From 1970 to 2010, Taiwanese society transformed from a place where people knew each other into an alienated Gesellschaft. Society members from different status use different things to recognize each own position, meanwhile CMC Motor's advertisements keep presenting values the middle-class desire to intimate and to be proud of. automobile advertisement, consumption society, advertising appeal, social change, conspicuous consumption

<p>The purpose of this thesis has been to describe and explain why wholesalers in Stockholm during the eighteenth century acted as they did. This analysis is built on the idea that peoples’ possibilities to act depends on the context in which they live and the person’s network. The starting-point for the analysis is an old discussion if the merchants made any difference in the transformation of society; were they a dynamic element or not? </p><p>In this thesis wholesalers’ social and economic relations are studied from different viewpoints: how they married, how their credit network was built up, and what they consumed. The wholesalers are divided into groups depending on their income. The materials used are inventories, parish registers, registers of tax-payments and biographical books.</p><p>The research shows that the differences in behaviour were small between the income groups. Most of the wholesalers married daughters of other merchants, they lent money to their own family, and they consumed more or less in the same way. There was a big economic gap between the wealthiest wholesalers and the less wealthy. Why their behaviour was nonethless so homogenous depended on their need of a network. The importance of this made them act the same.</p><p>However, the study shows one group that acted a bit differently, wholesalers who belonged to the German congregation. In several ways they were an association in themselves. And the way they act can described as dynamic. Because they did not have an obligation to the Swedish network, they could act differently. </p>

The purpose of this thesis has been to describe and explain why wholesalers in Stockholm during the eighteenth century acted as they did. This analysis is built on the idea that peoples’ possibilities to act depends on the context in which they live and the person’s network. The starting-point for the analysis is an old discussion if the merchants made any difference in the transformation of society; were they a dynamic element or not? In this thesis wholesalers’ social and economic relations are studied from different viewpoints: how they married, how their credit network was built up, and what they consumed. The wholesalers are divided into groups depending on their income. The materials used are inventories, parish registers, registers of tax-payments and biographical books. The research shows that the differences in behaviour were small between the income groups. Most of the wholesalers married daughters of other merchants, they lent money to their own family, and they consumed more or less in the same way. There was a big economic gap between the wealthiest wholesalers and the less wealthy. Why their behaviour was nonethless so homogenous depended on their need of a network. The importance of this made them act the same. However, the study shows one group that acted a bit differently, wholesalers who belonged to the German congregation. In several ways they were an association in themselves. And the way they act can described as dynamic. Because they did not have an obligation to the Swedish network, they could act differently.