Submitted by PPG Administra??o e Neg?cios (ppgad@pucrs.br) on 2018-08-14T17:33:06Z No. of bitstreams: 1 RENATA_GON?ALVES_SANTOS_SILVA_TES.pdf: 2107724 bytes, checksum: 7cbb840daa69b16de8de7e8d80adc82d (MD5) / Approved for entry into archive by Sheila Dias (sheila.dias@pucrs.br) on 2018-08-15T11:33:14Z (GMT) No. of bitstreams: 1 RENATA_GON?ALVES_SANTOS_SILVA_TES.pdf: 2107724 bytes, checksum: 7cbb840daa69b16de8de7e8d80adc82d (MD5) / Made available in DSpace on 2018-08-15T11:44:50Z (GMT). No. of bitstreams: 1 RENATA_GON?ALVES_SANTOS_SILVA_TES.pdf: 2107724 bytes, checksum: 7cbb840daa69b16de8de7e8d80adc82d (MD5) Previous issue date: 2018-05-25 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior - CAPES / Advertising is an important communication tool between companies and consumers. However, in today's scenarios where consumers are increasingly multiconnected and have their attention divided among different technologies, the efficacy of ads might be jeopardized, as those tend to be viewed under conditions of low involvement. Since people's attention is disputed by various attractions, technological or not, marketing communications seek more creative ways to grab their audience. Thus, understanding the way that audio elements, such as the voice, can help to attract the attention of multiconnected consumers might be relevant to marketing communications. One way to try to get consumers' attention towards ads and generate recall is through information (in)congruency. Various theories have been implemented to explain the findings regarding the effects of using congruent or incongruent information in studies about advertising and consumers response, among them, the schema theory, which says that when a new information is received, a person tries to fit the information in mental schema. The results of this study corroborate the theory proposed by Mandler (1982) by providing evidence of better responses to advertisements with incongruent information. Specifically, taking into account the current scenario of intense multiconnectivity, the study shows that when the gender of the announcer?s voice and the product are incongruent, the attention to and recall of the ad are greater in comparison to these elements being congruent. Moreover, when the concurrent activities of the scenario of multiconnectivity are congruent (related), the capability of gaining attention is enhanced. However, this effect does not apply to recall of the ad. Overall, the findings point out a way of gaining attention and ensuring recall of ads especially in the midst of nowadays multiconnectivity. Thus they represent an initial understanding of the effects of the announcer?s voice over notably important variables (attention and recall), considering the current scenario of intense multiconnectivity which leads to low exclusive attention to advertisements. / A publicidade constitui uma ferramenta importante de comunica??o entre empresas e consumidores. Contudo, diante do cen?rio atual, em que os consumidores est?o cada vez mais multiconectados e dividem sua aten??o entre diferentes tecnologias, a efetividade dos an?ncios pode ser prejudicada, devido ? tend?ncia a serem vistos em condi??es de baixo envolvimento. Sendo a aten??o dos indiv?duos disputada por uma infinidade de atra??es, tecnol?gicas ou n?o, as comunica??es de marketing buscam cada vez mais maneiras criativas para atrair sua audi?ncia. Assim, entender a forma como elementos auditivos, a exemplo da voz, conseguem ajudar a atrair a aten??o dos consumidores multiconectados pode ser importante ?s comunica??es de marketing. Uma das maneiras de tentar ganhar a aten??o e proporcionar a lembran?a de an?ncios publicit?rios pelos consumidores ocorre atrav?s da compreens?o sobre a (in)congru?ncia das informa??es. Diversas teorias foram empregadas, a fim de explicar os achados referentes aos efeitos do uso de informa??es congruentes e incongruentes nos estudos envolvendo an?ncios publicit?rios e a resposta dos consumidores. Dentre elas, a schema theory, a qual defende que, quando uma informa??o nova ? recebida por um sujeito, ele tende a encaix?-la em um modelo mental existente. A partir de tr?s estudos experimentais, os resultados deste estudo corroboram a teoria postulada por Mandler (1982), pois evidenciam respostas mais favor?veis ao utilizar informa??es incongruentes em an?ncios publicit?rios. Especialmente, quando se considera o cen?rio atual de intensa multiconectividade, identifica-se que, quando existe incongru?ncia entre o g?nero da voz do anunciante e o produto anunciado, a aten??o dada ao an?ncio e a lembran?a da mensagem comunicada s?o maiores do que aquelas obtidas quando h? congru?ncia entre os elementos do an?ncio. Ainda, se as atividades concorrentes do cen?rio de multiconectividade forem congruentes (relacionadas), a capacidade de atrair aten??o para o an?ncio ? aumentada. Todavia, o mesmo n?o ocorre com a lembran?a do an?ncio. De modo geral, os achados deste trabalho mostram uma forma de atrair a aten??o e proporcionar lembran?a de an?ncios publicit?rios, em particular ao levar em conta o panorama contempor?neo de multiconectividade dos indiv?duos. Assim, d?o um impulso inicial para a compreens?o dos efeitos da voz do anunciante sobre vari?veis (aten??o e lembran?a) especialmente importantes ao considerar o contexto atual de intensa multiconectividade e, portanto, de baixa aten??o exclusiva a an?ncios publicit?rios.

Submitted by Automa??o e Estat?stica (sst@bczm.ufrn.br) on 2017-12-12T17:30:48Z No. of bitstreams: 1 ElizabeteMariaAlvaresDosSantos_TESE.pdf: 544895 bytes, checksum: e7b846e4105f690d671cd1ad18c76b94 (MD5) / Approved for entry into archive by Arlan Eloi Leite Silva (eloihistoriador@yahoo.com.br) on 2017-12-12T20:49:50Z (GMT) No. of bitstreams: 1 ElizabeteMariaAlvaresDosSantos_TESE.pdf: 544895 bytes, checksum: e7b846e4105f690d671cd1ad18c76b94 (MD5) / Made available in DSpace on 2017-12-12T20:49:50Z (GMT). No. of bitstreams: 1 ElizabeteMariaAlvaresDosSantos_TESE.pdf: 544895 bytes, checksum: e7b846e4105f690d671cd1ad18c76b94 (MD5) Previous issue date: 2017-11-10 / Este trabalho tem como principal objetivo o de elaborar um estudo comparativo entre Charles Dickens e Graciliano Ramos, inicialmente escolhidos, respectivamente, por suas obras: Oliver Twist e Inf?ncia. Nossa atividade comparativa busca apresentar algumas aproxima??es e distanciamentos entre esses autores e suas obras. No decorrer de nosso trabalho, apresentamos o perfil de cada romancista e seus respectivos cen?rios s?cio-hist?ricos, desde suas forma??es distintas a realidades representadas pela Literatura Ocidental, dos S?culos XIX e XX, respectivamente. Primordialmente, o nosso principal foco ? a explora??o da crian?a e as viol?ncias desferidas a elas. Por?m, diante de sociedades t?o infinitamente distintas, os conceitos e representa??es de ?crian?a? e de inf?ncia s?o muito diferentes entre si. Ao longo de nosso trabalho, tivemos o cuidado de separar o memorial?stico do historiogr?fico, do autobiogr?fico, especialmente no tocante ? est?tica das obras liter?rias, raz?o do nosso trabalho. O componente ?lembran?a?, nos conceitos de Jeanne Marie Ganegbin, d? suporte te?rico ao nosso estudo, assim como os de Eliane Zagury amparam a rela??o de autobiografia como vi?s de express?o dos relatos de mem?ria. Ao final da nossa pesquisa, apresentaremos a aproxima??o entre os dois autores, pois ambos viveram a narrativa da viol?ncia em suas obras. / The main aspect of this work is to elaborate a comparative study between Charles Dickens and Graciliano Ramos, initially chosen, respectively, for their works: Oliver Twist and Inf?ncia. Our comparative work presents some of the common aspects and distances between these authors and their works. On the course of our work, we present the profile of each novelist and their socio-historical scenarios, from their distinct formations to realities represented by the Western Literature of the 19th and 20th centuries, respectively. Initially, our main aim is on the child exploitation and the violence inflicted on them. However, due to societies so infinitely different, the concepts and representations of "child" and childhood are very different from each other. Throughout our work, we have taken care to separate the memorial, the historiographical, the autobiographical, especially regarding to the aesthetics of their literary works, the reason for our study. ?Remembrance?, in the concepts of Jeanne Marie Ganegbin, gives theoretical support to our study, as well as the ones from Eliane Zagury which support the relation of autobiography as an expression bias of the memory reports. At the end of our research, we will be presenting the similarities between both authors, since they have lived, sometime in their lifetime, the narrative of violence in their works.

Made available in DSpace on 2014-12-17T15:06:58Z (GMT). No. of bitstreams: 1 ElizabeteMAS_DISSERT.pdf: 2370555 bytes, checksum: 8d6d7f66565e2c06518f6d69f6a5e4b3 (MD5) Previous issue date: 2012-11-05 / Inf?ncia is undoubtedly memory, high qual ity l iterature, reputable, as the story moves between f ict ion and reality. Personal and social history, wi th such a sense of reality, causing the reader to prof it f rom the honesty and the sinceri ty producing, in this work, remarkable results in a constancy of cl ippings, f rame -by-f rame. Memory and obl ivion are this work guidance. We aim to denounce the relat ionship between the chi ld and violence, and as it is a memorialist ic text , we see the importance of f ict ion for this type of narrat ive to be sustained. I aim thereby show the tone of this report humanizing memories, its deep and decisive meaning, through the memories concepts by Le Gof f , by Seligmann-Silva and by Ecl?a Bosi. I t is also through the theories of Jeanne Marie Ganegbin that I just ify the concept of remembering and forget t ing, and also it is also according the concepts of Eliane Zagury that I give support to the importance of autobiography as a a mean of expressing the reported memor ies. Final ly, in Inf?ncia, there is no room for fantasy. The lyricism that overwhelms, throughout each chapter, commands the author's imaginat ion. The need to invent gives way to the need to test ify, to denounce. And this t ransit ion occurs gradually, slow as Gra c il ia n o s c h i ld li f e , d u e to such humiliat ion and submission / Inf?ncia ?, sem d?vida, mem?ria, l iteratura de grande qualidade, respei t?vel, ? medida que a hist?ria contada transita ent re f ic??o e real idade. Hist?r ia social e pessoal, com tamanho senso de real idade, fazendo com que o leitor lucre com a honest idade e a sinceridade que produziu, nessa obra, resultados marcantes em sua const?ncia de recortes quadro-a-quadro. Lembran?a e esquecimento s?o, portanto, os guiadores deste trabalho, tendo como prop?sito a den?ncia do encontro da crian?a com a viol?ncia e, sendo o texto memor ial ?st ico, v? -se a import?ncia da f ic??o para que esse t ipo de narrat iva se sustente. Busco, com isso, mostrar no tom humanizador deste relato de mem?rias, o seu signif icado profundo e decisivo, atrav?s dos conceitos de mem?ria de Le gof f , de Seligmann-Silva e de Ecl?a Bosi. ?, tamb?m, atrav?s das teorias de Jeanne Marie Ganegbin que just if ico o conceito de lembran?a e esquecimento e que, me ut il izando dos conceitos de El iane Zagury, acrescento e amparo a rela??o da autobiograf ia como meio de express?o do relato de mem?rias. Por ?lt imo, em Inf?ncia, n?o h? espa?o para a fantasia. O lir ismo que se avassala, no decorrer de cada cap?tulo, comanda a imagina??o do autor. A necessidade de inventar cede espa?o ? necessidade de depor, de denunciar . E essa transi??o ocor re de forma lenta e gradual, assim como lenta ? a vida do menino Gracil iano, diante de tanta humilha??o e submiss?o