Submitted by Maicon Juliano Schmidt (maicons) on 2015-06-15T14:23:37Z No. of bitstreams: 1 Daniela Deitos Haas.pdf: 2265336 bytes, checksum: 0f36508aa2d3eff2a2b12c951ccbe6b2 (MD5) / Made available in DSpace on 2015-06-15T14:23:37Z (GMT). No. of bitstreams: 1 Daniela Deitos Haas.pdf: 2265336 bytes, checksum: 0f36508aa2d3eff2a2b12c951ccbe6b2 (MD5) Previous issue date: 2015-03-17 / Milton Valente / O objetivo da dissertação foi descrever semanticamente a oposição de adjetivos do domínio dos sentimentos no contexto da Educação a Distância. Pretendeu-se contribuir para enriquecer um léxico de emoção que será utilizado como base de dados para um analisador de sentimentos que identifique automaticamente os sentimentos expressos pelos alunos no ambiente virtual Moodle. Uma das justificativas para a construção de um analisador de sentimentos aplicado ao contexto de ensino a distância é a crença de que um dos fatores que contribuem para o sucesso da Educação a Distância (EaD) está na capacidade de o professor/tutor identificar rapidamente como os alunos estão se sentindo no ambiente e, por essas declarações estarem dispersas nas várias ferramentas que compõem o ambiente virtual, as tarefas de identificação e de resposta rápida ao aluno são prejudicadas, fato que pode influenciar na evasão de cursos e de disciplinas a distância. Esse estudo é interdisciplinar, ancorado na Linguística Cognitiva (Cruse, 1986; 2000) em interface com a área do Processamento Automático de Língua Natural (PLN), a partir das teorias da Semântica Lexical Computacional na área da Análise de Sentimentos (Pang e Lee, 2008; Liu, 2012). Por ser interdisciplinar, a metodologia adotada abrange três domínios que se complementam: o linguístico, o linguístico-computacional e o computacional (Dias-da-Silva 1996; 1998; 2003). No domínio linguístico foram estudados a emoção à luz da abordagem componencial psicológica de Scherer (1994; 2000; 2005), a Roda da Emoção (Scherer, 2005) e o fenômeno linguístico da oposição (Lyons, 1977; Cruse, 1986; 2000; Murphy, 2003). Com vistas ao domínio linguístico-computacional foi proposta uma descrição formalizável dos adjetivos tendo em vista a teoria da oposição estudada e a Roda da Emoção. O domínio computacional será realizado por uma equipe de informatas da Unisinos, parceiros do projeto “MAS-EaD: Mapeamento automático de sentimentos na EaD: a construção de um léxico de emoção”, financiado pela FAPERGS. Os resultados da investigação revelam que a literatura apresenta dois tipos de oposição, a complementar e a antonímia, sendo que somente casos de antonímia foram encontrados em nosso corpus. Desse modo, a relação de oposição é a principal relação para a Análise de Sentimentos, uma vez que esta identifica sentimentos contrários. Além disso, a relação de oposição se mostrou importante para organizar as polaridades dos sentimentos da Roda da Emoção de Scherer. / The aim of this dissertation was to describe semantically adjectives opposition of sentiments domain in the Distance Education context. The purpose was to enrich an emotion lexicon which will be used as a database for a sentiment analyzer to identify automatically sentiments expressed by students on the open source learning platform Moodle. One of the justifications for building a sentiment analyzer applied to the distance education context is the belief that one of the factors that contribute to its success is the capacity of the teacher/tutor to identify as quickly as possible how students are feeling using the platform. Students’ declarations are diffused in several tolls in the platform and for this reason their identification and a quick response to students are less effective what can influence the evasion in courses and disciplines on a distance basis. This study is interdisciplinary, founded in Cognitive Linguistics (Cruse, 1986; 2000), interaction with Automatic Processing of Natural Language, from the Computacional Lexical Semantic Theory in the Sentiment Analysis (Pang e Lee, 2008; Liu, 2012). As an interdisciplinary study, the methodology comprehend three domains which complement one another: linguistic, computational-linguistic and computational (Dias-da-Silva, 1996; 1998; 2003). At regarding linguistic domains the emotion according to the componential psychologic approach from Scherer (1994; 2000; 2005; 2013), the Geneva Emotion Wheel (Scherer, 2005) and the linguistic phenomenon of opposition (Lyons, 1977; Cruse, 1986; 2000; Murphy, 2003) were studied. At concerning the computational linguistic domain a formalizable description of adjectives was proposed with respect to the opposition theory studied and the Geneva Emotion Wheel. The computational domain will be done by a computer science team from Unisinos, who are working with us in the project “MAS-EaD: Automatic sentiment mining in distance education: building an emotion lexicon”, defrayed by FAPERGS. The findings of this investigation showed that the literature presents two types of opposition, complementary and antonym, but only antonym cases were found in our corpus. Thereby, the opposition relation is the main relation for the Sentiment Analysis, because it identifies opposite sentiments. Besides, the opposition relation is important to organize sentiment polarities of the Geneva Emotion Wheel of Scherer.

The unprecedented turbulence and uncertainty experienced in global economic and financial markets because of the 'credit crunch' has had a damaging impact on consumer confidence. Trust and credibility have been eroded as many customers feel let down by the banks suggesting the need for banks to rebuild constructive dialogue and long-term, meaningful relationships with their customers again. Though financial service, in this case, is considered a utilitarian service, based on the fact that money is needed to support people‘s daily activities, the present state of financial service has suggested the need for banks to appeal to consumers‘ emotions with the aim of improving their reputation. Also, the competition within the industry also could suggest the need to adopt an emotionally appealing advertisement strategy as emotions are known to play an influential role in building robust brand preference. This study builds on the communication theory, meaning transfer theory and consumer involvement theory, to understand the messages the banks are sending out and to elicit consumers‘ emotional reaction. One thousand, two hundred and seventy-four UK bank advertisements in nine national newspapers were content-analysed to identify the emotional appeals presented by the banks. The perception of these appeals and their associated meanings were sought through semi-structured interviews with 33 participants in London and Luton. The results of the analysis indicated that UK Banks are utilising emotional appeal in their advertisements to reach out to the consumers to convince them to upgrade their account, to open an additional account or switch their account. The most predominantly used appeals were relief and relaxation followed by excitement and happiness or satisfaction with the bank, and finally, security and adventure. However, variations were found in different financial products that employed emotional appeals. It was found that high-involvement products such as mortgages and loans used fewer emotional appeals. Both bank groups - high street banks, including the big four (Barclays, HSBC, Lloyds and RBS) and non-high street banks, such as the new entrants, supermarket brands, and online banks were using emotional appeals. However, it is acknowledged that the communication strategies between these banks could be different as the non-high street banks are more likely to repeat and publish the same messages across many newspapers, instead of publishing different emotionally appealing advertisements. Though consumers acknowledged these emotional appeals in the advertisements, they were more concerned about their relationship with the banks as they don‘t rely on advertisements to make a financial decision. Rather, recommendations from families, friends and associates and also branch location are more important when deciding on which bank to choose. The lack of congruency between financial services and emotional appeals in advertisements is also observed as customers are more likely to be persuaded by rational appeals however this study has not completely ruled out emotional appeals in bank advertisements as the use of both types of appeals is recommended. The study provides important theoretical and managerial contributions to understanding how the consumers understand meaning-embedded advertisements produced by the banks. Managers will be able to consider the implications of advertisements in enhancing their brand equity and building relationships with customers in anticipation that, by word of the mouth and established relationship, their bank‘s reputation will be enhanced. Limitations of the study and opportunities for future research are identified.