Made available in DSpace on 2016-08-03T12:29:26Z (GMT). No. of bitstreams: 1 KLEBER MAZZIERO DE SOUZA.pdf: 2010131 bytes, checksum: 7a6f3a4eabba5db3bd3e79bd18e159d0 (MD5) Previous issue date: 2011-12-12 / The paper discusses the role of the musical element, the Jingle, within the framework of the advertising piece commonly called "commercial". In an attempt to investigate the premise that the Jingle lost significant importance in Digital Media s Age in comparison to advertising messages conveyed on twentieth century´s end by Radio and Television, the methodological techniques were applied Content Analysis, in search of measure and point out the significant decrease in the mean time for the Jingle in Digital Media s Age advertising pieces and Discourse Analysis, which allowed measuring the depletion in the use of language features structuring the musical-literary discourse of Jingle throughout the first decade twenty-first century Brazilian advertising. After the evaluation of quantitative and qualitative parameters of the production of Jingle in Digital Media s Age, the paper concludes that there was, in fact, waste of space and importance, and the Jingle, who has held the starring role, is now an supporting role within the communicational process with the market. / O trabalho aborda o papel desempenhado pelo elemento musical, o Jingle, dentro da estrutura da peça publicitária comumente chamada de comercial . Para averiguar a premissa de que o Jingle perdeu importância expressiva pela chegada da Era dos Meios Digitais em relação às mensagens publicitárias veiculadas até o final do século XX pelo Rádio e pela Televisão, as técnicas metodológicas aplicadas foram a Análise de Conteúdo, com a proposta de mensurar e apontar a significativa diminuição no tempo médio destinado ao Jingle nas peças publicitárias na Era dos Meios Digitais e a Análise do Discurso, que possibilitou aferir o empobrecimento no uso dos recursos de linguagem na estruturação do discurso músico-literário do Jingle ao longo da primeira década do século XXI na publicidade brasileira. Após a avaliação dos parâmetros quantitativo e qualitativo da produção do Jingle na Era dos Meios Digitais, o trabalho conclui que houve, de fato, perda de espaço e importância e que o Jingle, que já ocupou o papel de protagonista, hoje é um coadjuvante dentro do processo comunicacional com o mercado.

Characterization in Pulitzer-awarded features and traditional features was measured using a characterization typology developed by the author. Although some of the results were statistically constrained by a small n, those results which were statistically significant reflect that what separates Pulitzer-winning features from regular features are those elements of characterization particular to scene: a character's distinctive physical characteristics, clothing and possessions; the setting and environment as it defines a character; a physical description of character that is not lineament nor habitual posture or expression but bodily appearance in the immediate moment; a character's movements and actions, facial expressions, words, and thoughts. In an era when the predicted demise of newspapers is more fact than fiction, the reader's experience with newspapers is paramount. Crucial to the news reading experience is the reader's enjoyment: how "I" experienced a story through empathy, parasocial interaction, and/or identification. Perhaps a solution to newspapers' loss of readership is scene: within scene, fear, anguish, exhilaration, and joy are not only the experiences of the characters, but also that of the reader's.