The purpose of this research is to determine whether optimal ad placement and page context can significantly impact advertising effects, by extending hemispheric processing theory. This study contributes to the marketing literature by 1) addressing theoretical conflicts regarding optimal hemispheric ad placement (more favorable effects with leftward photo ads and rightward text ads; Janiszewski 1988) and page context (matching activation from "priming" of opposing brain hemispheres Janiszewski 1990), 2) by evaluating multiple advertising effects in relation to mere exposure rather than focusing primarily on attitudes (Janiszewski 1988, 1990), and 3) by addressing an important knowledge gap regarding optimal Web advertising (Dahlen, Rasch and Rosengren 2003). A growing amount of money is being spent on Internet advertising, with revenues totaling $12.5 billion in 2005, up more than 30 percent over 2004 (IAB 2006). However, banner ad click-through rates are low (between .1 and .2 percent for standard ads; DoubleClick 2007) and only 10% of business executives believe that banner advertising is highly effective in generating new business (Forrester 2006). Advertisers continue to use banner ads, perhaps because the "branding" benefits are not limited to clickthroughs (Briggs and Hollis 1997). While numerous ad-related factors have been previously studied (e.g., ad context creative factors, recall/recognition effects, repetition), to the author's knowledge no research has examined the effect of banner ad placement on advertising outcomes such as attention, recognition, brand attitude and purchase intention. / A 2 x 2 x 2 between subjects factorial design was implemented, in which the ad type (pictorial or verbal), ad placement (left or right of Web page), and the page type (text or image-oriented) were manipulated in an online environment. While the results only partially support the hypotheses (rank-ordered stimuli groups from "optimal" to "least optimal" effects) matching activation and hemispheric ad placement appeared to differentially affect advertising outcomes. A supplementary data analysis, which directly compared hemispheric ad placement and matching activation, indicates that matching activation has a greater effect on attention, while hemispheric ad placement has a greater effect on purchase intention. The findings suggest that online advertising efforts should be specifically matched with advertising goals. Managerial implications are discussed. / by Kendall Goodrich. / University Library's copy lacks signatures of Supervisory Committee. / Thesis (Ph.D.)--Florida Atlantic University, 2007. / Includes bibliography. / Electronic reproduction. Boca Raton, FL : 2007 Mode of access: World Wide Web.

Made available in DSpace on 2015-04-14T14:23:10Z (GMT). No. of bitstreams: 1 425811.pdf: 1002701 bytes, checksum: 71b433274c9a01b8b45a211a6cc5328c (MD5) Previous issue date: 2010-01-12 / Esta tese tem como tema o lugar da ?tica na forma??o do psic?logo. Trata-se de um estudo eminentemente te?rico que se desenvolveu a partir das experi?ncias e reflex?es produzidas no contexto da pr?tica profissional da pesquisadora em seu trabalho com a forma??o de psic?logos. Investiga alguns conceitos filos?ficos e hist?ricos que servem como ferramentas para pensar o tempo presente e no como esse tempo aparece na forma??o desse profissional e de que maneira contribui para a constitui??o da ?tica nessa forma??o. A tese contextualiza e problematiza a trajet?ria da constitui??o da Psicologia como ci?ncia a partir do s?culo XIX. Postula, tamb?m, que a ?tica ? a dimens?o constitutiva do tornar-se psic?logo e que, em certo sentido, os estudantes se formam psic?logos ocupando-se consigo mesmos. Atrav?s do cuidado de si, est?o constantemente construindo-se e, nessa constru??o, n?o h? propriamente uma separa??o entre a ?tica e a est?tica, uma vez que se constroem como sujeitos e profissionais num exerc?cio muito pr?ximo da ascese. A problem?tica central da tese emerge da busca do lugar da ?tica na forma??o do psic?logo, alcan?ando-se a compreens?o da ?tica como cuidado e constru??o de si. Conclui-se que a forma??o dos psic?logos ? um processo complexo que envolve a autopoiese, a estetiza??o da exist?ncia e tamb?m exige certos c?digos que regulem esse processo, de modo que n?o se reduza a uma experi?ncia solipsista e ego?sta, excluindo o outro, o coletivo e a natureza.

Made available in DSpace on 2015-04-14T13:21:35Z (GMT). No. of bitstreams: 1 412837.pdf: 509534 bytes, checksum: 71219ae421f82b2716f7bf4ae1c563d2 (MD5) Previous issue date: 2009-03-05 / Esta pesquisa visou analisar burnout em psic?logos. Participaram da pesquisa 915 sujeitos, escolhidos por conveni?ncia, prospectados no esquema bola de neve em ades?o por internet, atrav?s de um site contendo os instrumentos IBP (Invent?rio de Burnout em psic?logos) e um formul?rio de dados sociodemogr?ficos. As caracter?sticas predominantes na amostra foram de indiv?duos do sexo feminino, na faixa et?ria de 23 a 36 anos, casados e sem filhos, e entre os que tinham, com um ou dois filhos em m?dia, formados entre 3 e dezesseis anos. A atividade profissional dominante foi a cl?nica, exclusivamente, seguida da cl?nica e doc?ncia, e a carga hor?ria semanal de 39 horas ou mais de trabalho. A maioria dos sujeitos n?o estudava cursos de p?s-gradua??o no momento que responderam os invent?rios, n?o desempenhavam atividades consideradas estressantes, tampouco faziam terapia. Definiu-se a partir dos dados revelados: no que tange ?s vari?veis sociodemogr?ficas e ao invent?rio IBP (Invent?rio Burnout em Psic?logos), um perfil formado por profissionais mais jovens, solteiros, sem filhos e com menor tempo de formado, independente do sexo para alto burnout (alta Exaust?o Emocional e Despersonaliza??o, e baixa Realiza??o Profissional). Em fun??o da associa??o entre vari?veis relativas ao trabalho e as dimens?es do Invent?rio de Burnout em Psic?logos, os sujeitos que apresentam alto burnout foram os que exerciam outras atividades e cumpriam atividades estressantes no momento de responder aos question?rios, adicionando-se os docentes que apresentaram escore alto na dimens?o Despersonaliza??o, exclusivamente. J? as vari?veis: carga hor?ria de trabalho semanal elevada; n?o ser aluno de p?s-gradua??o; e n?o fazer terapia n?o favoreceram ao alto burnout.

Made available in DSpace on 2015-04-14T13:22:01Z (GMT). No. of bitstreams: 1 437299.pdf: 917619 bytes, checksum: 530ee17890bb7c0d89ece85394e6283f (MD5) Previous issue date: 2012-01-11 / The theme discussed in this paper emerged from a desire to deepen the knowledge about the psychological practices in the ambit of public health policies and the contemporary time. To this end, the study is presented in two complementary sections. The first uses the notions of space and time as basic categories of existence and human relationships to place psychological practices that want to be understood. Between the time of institutionalization and integration of public policy, between the performance space of the psychiatric hospital and the Center for Psychosocial Care (CAPS), psychology practice has focused on the pursuit of a fixed place that legitimizes it. In this sense, practices are focused on the bio-medical model and the logical productivity seems to contribute to the persistence of the traditional perspective of attention. Thus, the reformulation of the notion of space as "between" two fixed locations indicates the importance of professional psychologists who take the non-place that allows the flow of life's desire. The second section, in turn, carries the reflections developed in the first section to perform a research in the field. Data was collected from participation in different discussion forums on mental health, from notes in field diaries, from documents of public domain and narrative interviews with CAPS professionals. From a qualitative approach, the interviews were analyzed based on the proposal of Sch?tze presented by Bauer and Jovchelovitch (2002). The results of the chosen trajectory confirmed the already stated in literature, but also amazed because of the tension between progress and deviations that the consolidation of public mental health policy still finds as obstacles in their path. Given this, it points out the importance of continuing to support studies of psychological practices which can be developed between the experiential and geographic territories. / O presente trabalho surgiu do desejo em aprofundar o conhecimento a respeito das pr?ticas psicol?gicas no espa?o das pol?ticas p?blicas de sa?de e no tempo da contemporaneidade. Para tanto, o estudo ? apresentado em duas se??es complementares. A primeira utiliza as no??es de tempo e espa?o entendidas como categorias b?sicas da exist?ncia e das rela??es humanas para situar as pr?ticas psicol?gicas que se pretende compreender. Entre o tempo da institucionaliza??o e o da inser??o nas pol?ticas p?blicas, entre o espa?o de atua??o do hospital psiqui?trico e o do Centro de Aten??o Psicossocial (CAPS), a psicologia apresenta pr?ticas voltadas para a busca de um lugar fixo que a legitime. Nesse sentido, pr?ticas centradas no modelo biom?dico e na l?gica produtivista parecem contribuir para a persist?ncia da perspectiva tradicional de aten??o. Diante disso, a reformula??o da no??o de espa?o, como entre dois lugares fixos, indica a import?ncia de os profissionais da psicologia assumirem o n?o-lugar que permite o fluir dos desejos da vida. A segunda se??o, por sua vez, transporta as reflex?es desenvolvidas na primeira para a realiza??o de uma pesquisa em campo. Os dados foram coletados atrav?s da participa??o em espa?os de discuss?o sobre sa?de mental, de anota??es em di?rio de campo, de documentos e de entrevistas narrativas com profissionais de CAPS. Partindo de uma abordagem qualitativa, as entrevistas foram analisadas com base na proposta de Sch?tze, apresentada por Bauer e Jovchelovitch (2002). Os resultados, por um lado, confirmam o exposto na literatura existente e, por outro, surpreendem pela tens?o entre desvios e avan?os que a consolida??o das pol?ticas p?blicas de sa?de mental encontra como obst?culos. Por fim, ? apontada a import?ncia da continuidade de estudos que sustentem pr?ticas psicol?gicas poss?veis de serem realizadas entre os territ?rios geogr?fico e vivencial.

Political communication plays a crucial role in politics. It justifies, it critizices, it promises and it explains. All those activities have one in common - they try to persuade. Politicians want to persuade us that their claims are truthful and morally right. At that, they can choose from a wide variety of means - from argumentation to manipulation. On the receiving end of the communication, there is a voter who can also choose from a wide variety of ways in which it is possible to accept those claims. Lest the democracy should fail, it is advisable to pay attention to those options.

The use of leitmotifs in films has often been critiqued. Theodor Adorno and Hanns Eisler went as far as to claim in 1947 that "The whole form language of current cinema music derives from advertising" and that leitmotifs were in part to blame. While I take a more neutral stance, I argue that Eisler and Adorno's critique is partly correct, especially in regards to film series produced from the 1960s onwards. The analytical work undertaken for this research suggests that multiple franchises use elements of their scores as branding tools. I argue that these melodies, which have often been referred to as leitmotifs in film music scholarship, should be described as something else: title tunes. It seems that over time, they come to represent not just one or two movies, but entire franchises. They also appear to possess a marketing value not necessarily present in leitmotifs. As such, I would argue these title tunes resemble much more sonic logos as described in the sonic branding world than leitmotifs. This thesis is an exploration of title tunes. My thesis focuses primarily on mainstream Hollywood film franchises from the 1960s onwards. Various case studies from different time periods and different movie genres are analysed to describe and understand this new category of promotional film music. This thesis first takes a historical look at the concept of title tunes, explaining how other sonic branding practices used in radio, television and cinema appear to have influenced the creation of title tunes. From the sample of films analysed for this thesis, I argue that title tunes share commonalities, yet the commonalities seem to vary slightly across movie genres. The analyses undertaken also suggest that title tunes are dynamic entities, that some title tunes are more complex than others (featuring multiple components), and that some franchises can feature more than one title tune. My interpretation of the data also suggests that these title tunes are used as emotional and nostalgic tools and that specific orchestrations and arrangements might carry additional emotional power. While the majority of this thesis explores the use of title tunes in films, their use in trailers and other commodities is discussed. Finally, I suggest how title tunes might change in the future and why certain franchises have omitted using such recurring motifs.

Made available in DSpace on 2015-04-14T13:22:29Z (GMT). No. of bitstreams: 1 465048.pdf: 347583 bytes, checksum: eff8462c5ca7c642d449b7d4201224c6 (MD5) Previous issue date: 2015-01-21 / Burnout Syndrome (BS) is a psychosocial phenomenon that occurs as a response to chronic interpersonal stressors in a work situation. Psychologists are professionals at risk due to the particularities of their work, since they routinely deal with people with intense emotional demands. If affected by BS, these professionals compromise their health and the quality of the work they provide. Studies on Burnout among psychologists can subsidize ways to prevent and to promote quality of life at work for this occupational group. Thus, the general objective of this thesis was to investigate the prevalence and factors associated with BS among Psychologists. The study was organized in two parts: a theoretical section and an empirical section. The theoretical section presents a systematic literature review study made aiming to gather and analyze evidences available in the literature that contribute to the understanding of Burnout among psychologists. These results provided the theoretical basis of the thesis and enabled the establishment of the specific objectives. The second section, empirical, consists of two cross-sectional analytical studies with an observational design. The first study aimed to evaluate the prevalence of BS among psychologists and the association of socio-demographic and labor variables in a sample of 518 psychologists who worked in the state of Rio Grande do Sul (Brazil). Results showed a 7.5% prevalence of psychologists with Profile 1 of Burnout and a 9.8% prevalence with Profile 2. Men, professionals without a steady partner, people who have no children, professionals with smaller financial gains, lower weekly working hours, a greater number of counseling sessions, those engaged in activities that are not related to Psychology, those who work with only one area of Psychology, those who are employed, those who do not participate in study groups or psychological associations constitute the risk profile identified by the associated factors. The second study aimed to identify the individual variables and characteristics of the position that predict BS among psychologists. Results show a predictor model related to individual variables such as selfefficacy and the use of coping strategies focused on emotion and to the characteristics of the job, such as overload, autonomy and role conflict. These results indicate that Burnout is explained by the interaction of individual characteristics and the work context. It is possible to think of actions that prepare future psychologists, already during their training, for the development of vocational skills and coping strategies focused on the problem. In the work context, paying attention to the proper management of work demands, encouraging autonomy and managing conflicts that are provoked by the professional role of psychologists are alternatives that can reduce the risk of Burnout. / A S?ndrome de Burnout (SB) ? um fen?meno psicossocial que ocorre como uma resposta cr?nica aos estressores interpessoais ocorridos na situa??o de trabalho. Os psic?logos s?o profissionais de risco devido ?s especificidades de seu trabalho, uma vez que lidam cotidianamente com pessoas com demandas emocionais intensas. Esses profissionais, se acometidos pela SB, comprometem sua sa?de e a qualidade do trabalho prestado. Estudos sobre Burnout em psic?logos podem subsidiar formas de preven??o e promo??o de qualidade de vida no trabalho desse grupo ocupacional. Assim, o objetivo geral da tese foi o de investigar a preval?ncia e os fatores associados ? SB em Psic?logos. O estudo realizado foi organizado em duas se??es: uma te?rica e uma emp?rica. Na se??o te?rica apresenta-se um estudo de revis?o sistem?tica da literatura elaborada com o objetivo de reunir e analisar as evid?ncias dispon?veis na literatura que contribu?ssem na compreens?o do Burnout em psic?logos. Tais resultados permitiram proporcionar a base te?rica da tese e a constru??o dos objetivos espec?ficos. A segunda se??o, emp?rica, constitui-se de dois estudos de delineamento observacional anal?tico transversal. O primeiro objetivou avaliar a preval?ncia da SB em psic?logos e a associa??o das vari?veis sociodemogr?ficas e laborais em uma amostra de 518 psic?logos que trabalhavam no Estado do Rio Grande do Sul. Os resultados evidenciaram uma preval?ncia de 7,5% de psic?logos que apresentaram o Perfil 1 de Burnout e 9,8% o Perfil 2. Os fatores associados identificaram um perfil de risco constitu?do de homens, profissionais sem companheiro(a) fixo(a), sem filhos, com menores ganhos financeiros, menor carga hor?ria de trabalho semanal, maior n?mero de atendimentos, que atuam em atividades n?o relacionadas ? Psicologia, que atuam em apenas uma ?rea da Psicologia, que mant?m v?nculo empregat?cio, n?o participam de grupos de estudo ou associa??es da Psicologia. O segundo estudo objetivou identificar as vari?veis individuais e de caracter?sticas do cargo que predizem a SB em psic?logos. Os resultados apontam um modelo preditor relacionado com vari?veis individuais como a autoefic?cia e o uso de estrat?gias de enfrentamento focadas na emo??o e ?s caracter?sticas do trabalho, como a sobrecarga, autonomia e conflito de papel. Tais resultados indicam que o Burnout ? explicado pela intera??o entre caracter?sticas individuais e do contexto do trabalho. Pode-se pensar em a??es que preparem os futuros psic?logos j? na forma??o para o desenvolvimento de compet?ncias profissionais e estrat?gias de enfrentamento focadas no problema. No contexto do trabalho, a aten??o para o gerenciamento adequado de demandas de trabalho, o est?mulo a autonomia e a administra??o dos conflitos resultantes do papel profissional dos psic?logos, s?o alternativas que podem reduzir os riscos de Burnout.

<p>What are the basic thoughts formulated in the Heraclitean fragments? A cosmology, a philosophy of nature, the idea that all can be reduced to a single substance? There is always a risk that Heraclitus is fitted into a thought pattern he doesn’t belong to, if we – from our present horizon – focus on continuity in an attempt to frame his thinking as part of an overall progress, running from the so-called pre-Socratics to Aristotle, in the history of philosophy. If we picture the dawn of Western civilization as an early development of scientific thinking, built on a gradual and continuous growth of knowledge, we will easily go astray as we try to discover the Greek origins of philosophy. Assuming, for example, that the readings of Heraclitus as a natural philosopher have come to a dead end, can we approach the fragments from a different angle?</p><p>The aim of this paper is not to give a systematized reading of all the remaining fragments of Heraclitus, but neither to necessarily contradict the various interpretations that emphasise how these shattered remains reflect a coherent philosophy. The focal point is the role of the sun in the fragments, but every chapter presents different perspectives, thematically possible to connect to (Diels-Kranz) Fragm 94: “The sun will not transgress his measures. If he does, The Furies, ministers of Justice (<em>Dikê</em>), will find him out.” (transl. C.H. Kahn)  This is the centre of the text, the hub that thematically will intertwine the Heraclitean sun with philosophical questions of measure, necessity, law, violence and destiny.</p><p>It is argued that a tragic structure is discernable in Fragm 94, a structure distinguished and displayed as three oscillating layers: myth, tragedy and philosophy. The archaeological approach shows remains of an archaic (Homeric) heritage, a mythological framework crucial for the expression of a tragic experience. The mytopoetical background of the fragment indicates a series of tragic markers – <em>helios</em>, <em>metra</em>, <em>furies</em> etc. – a layer revealing possible resemblances to early Greek tragedy. The third layer shows how this experience, from a philosophical perspective, in the first phase of philosophy, before the consolidation of philosophical concepts, is staged as the tragic harmony we find in Heraclitus Fragm 94.</p>

<p>Purpose/Aim: To study the existence and level of bias in British press coverage of the 2008 US presidential election.</p><p>Material/Method: A rhetorical analysis of 20 newspaper articles dealing with the election taken from The Guardian (liberal) and The Daily Telegraph (conservative) newspapers over a fiveday period up to and including the election.</p><p>Main Results: Bias was found to be present, although the level of bias proved significantly higher in the material selected from the liberal newspaper. The conservative newspaper selected exhibited significantly lower levels of bias. This trend was true of both news and opinion articles</p>

<p>Purpose/Aim: To study the rhetorical changes in the speeches of Barack Obama from being a presidential candidate to being the President.</p><p>Material/Method: A rhetorical analysis of two defining speeches using logos, pathos and ethos in conjunction with framing and identity.</p><p>Main Results: The main result of the essay was that the rhetoric used by Barack Obama did indeed change as his position as a politician changed. This change, however, was the result of how language is affected by circumstance, audience, the context in which the language is sent and received and the current identity being used by the speaker. Rhetoric is not purely about the language used.</p>