Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2017-11-13T15:27:11Z No. of bitstreams: 1 GUSTAVO TADEU TESTA REIS.pdf: 23237470 bytes, checksum: e689ae951c101173bf7fd0f30f66c327 (MD5) / Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2017-11-13T15:27:32Z (GMT) No. of bitstreams: 1 GUSTAVO TADEU TESTA REIS.pdf: 23237470 bytes, checksum: e689ae951c101173bf7fd0f30f66c327 (MD5) / Approved for entry into archive by Ana Cristina Ropero (ana@espm.br) on 2017-11-22T12:55:01Z (GMT) No. of bitstreams: 1 GUSTAVO TADEU TESTA REIS.pdf: 23237470 bytes, checksum: e689ae951c101173bf7fd0f30f66c327 (MD5) / Made available in DSpace on 2017-11-22T13:02:13Z (GMT). No. of bitstreams: 1 GUSTAVO TADEU TESTA REIS.pdf: 23237470 bytes, checksum: e689ae951c101173bf7fd0f30f66c327 (MD5) Previous issue date: 2017-03-16 / How global brands build relevant communication in a contemporary society transmissia It is on the basis of this questioning that this research project promotes dialogue between the production and adaptability of advertising narratives in digital communication environments, taking into account the speed and fluidity with which they expand and the possibilities of transposition of the medium of origin, creating a web of new messages and resignifications. The search is based on the articulation of three thematic axes: communication through analysis of flows digital images that bring emitter and receiver into story building; consumer practices with the reflection on the cultural and social relations of goods, their representations as they delimit a path through which individuals project and see themselves, and as the current communicational model between product and producer in the emission of messages and in the interpretation of the senses, creating a symbolic network that composes the construction of the self and subjectivity through appropriations; and the cyberculture that will serve as a map to navigate among the resonant cultural mutations of devices information and communication. The focus of the survey is on Nike Inc., especially the "Come Together", which, via online platforms, allows the creation and promotion of personalized physical activities in public places in the main cities of Brazil. The advertising pieces images and textual content produced by the users and published on the networks on the events will compose the empirical corpus of the study, which will be analyzed through the netnographic observation on the own platforms of the brand and analysis of French line discourse in what concerns storytelling as a message structuring element. The present study proposes reflection on the participatory model of a transmedia advertising communication and the possibility, via media subsystems, to promote the sharing of consumer experiences. / Como marcas globais constroem uma comunicação relevante em uma sociedade contemporânea transmidiática? É com base neste questionamento que este projeto de pesquisa promove o diálogo entre a produção e a adaptabilidade de narrativas publicitárias em ambientes comunicacionais digitais, levando em conta a velocidade e a fluidez com que se expandem e as possibilidades de transposição dos limites do meio de origem, criando uma teia de novas mensagens e ressignificações. A pesquisa é fundamentada na articulação de três eixos temáticos: a comunicação através da análise dos fluxos digitais que aproximam emissor e receptor na construção de histórias; as práticas de consumo com a reflexão sobre as relações culturais e sociais dos bens, suas representações na medida que delimitam um caminho pelo qual indivíduos se projetam e se veem, e como o modelo comunicacional atual entrelaça produto e produtor na emissão de mensagens e na interpretação dos sentidos, criando uma rede simbólica que compõe a construção do eu e da subjetividade através de apropriações; e a cibercultura que servirá de mapa para navegar entre as mutações culturais ressonantes de dispositivos informacionais e comunicacionais digitais. O foco da pesquisa é a Nike Inc., em especial a campanha “Vem Junto”, que, via plataformas online, permite a criação e a promoção de eventos personalizados de atividades físicas em grupo em locais públicos nas principais cidades do Brasil. As peças publicitárias veiculadas e os conteúdos imagéticos e textuais produzidos pelos usuários e publicados nas redes sociais sobre os eventos comporão o corpus empírico do estudo, que serão analisados através da observação netnográfica nas plataformas próprias da marca e da análise de discurso de linha francesa no que tange o storytelling como elemento estruturador de mensagens. O presente estudo propõe a reflexão sobre o modelo participativo de uma comunicação publicitária transmídia e a possibilidade, via subsistemas de media, de promover o compartilhamento de experiências dos consumidores.

The goal of this diploma thesis is to describe current and past marketing activities of Nike, Inc. in particular and to focuse on the company's marketing campaigns targeted at women (Nike Women). This thesis also wants to describe current influence of the Internet and social networks in marketing, the main characteristics of marketing targeted at women and to describe ongoing Nike Women campaign. Main goal of this diploma thesis is to evaluate its own survey, which is required to determine the current position of Nike, Inc. on the Czech market and the success of marketing campaigns targeted at women.

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Title of thesis: BUILDING OF SUCCESSFUL BRAND AND ITS PERSONALITY ON THE EXAMPLE OF NIKE Objectives: The first objective of this work is to chart the process of building sports brand Nike since its inception to the present and to identify factors of its success. The second objective is to use brand personality research to get a picture of Nike brand personality from public view. Methods: In thesis was used the method of descriptive analysis and the questionnaire survey method. Descriptive method of analysis was applied to the analysis of documents in order to identify success factors in building the Nike brand and the survey method was used in the Nike brand personality research. Results: Was found that the success of the company Nike led some general and some very specific factors that make Nike missed its competitors. As the results of the Nike brand personality research was obtained her picture from the perspective of the public and was revealed several factors acting negatively on the quality of personality Nike brand. Keywords: brand building, brand personality, Nike

This report examines the sexualization and objectification of women in print advertising, and the consequences of these depictions. The major themes found in advertising are discussed, and their role in reinforcing sexism and female stereotypes. Advertising’s impact on society’s attitudes, beliefs, and behavior in relation to social comparison theory and cultivation theory are examined. The report examines historical implications of women’s role in advertising and the gradual shift to new trends in advertising that seek to empower women. Through content analysis of the 2005 Nike Real Women campaign, implications and recommendations for future advertising are discussed. / text

Title: adidas and Nike Brand Stores Quality Comparison through the Eyes of Customers Objectives: Mystery Shopping is the instrument used to inspect the quality of adidas and Nike branded stores through the eyes of customers. Subsequently, the selected stores are compared and potential enhancements are proposed. Methods: Mystery Shopping - questionnaire focused on retail. Results: In terms of exterior, as well as interior, the Nike stores are ahead of the ones of adidas as the American brand has always been well-known for trying to initiate positive visual perception. On the contrary, adidas has provided better service quality demonstrated by modesty and higher selling effort from sales assistants towards customers. Also, adidas sellers have been more settled and disciplined. Additionally, adidas stores have worked more properly in terms of overall functioning. When comparing the stores of both brands with those in other world cities (Amsterdam, Berlin, Glasgow, London, New York, Tokyo), Prague stays behind. It has to fill the gap in the assortment and in the stores equipment, as well as in the service provided by sellers. Keywords: Marketing mix, retail, Mystery Shopping, adidas, Nike.

In this thesis I describe the process of financial analysis and consequently I perform a comparison of two competitors whose reports are based on different accounting standards. Financial analysis is performed on data from consolidated financial statements and the analysis deals with possible gaps in reporting arising from the fact that Nike, Inc. uses U. S. GAAP, while adidas AG applies to IFRS. I conclude that in this particular case there is not significant divergence between data reported and analysis can be undertaken without material errors. Comparison itself shows that both companies are generally in a good financial condition, but with adidas falling behind quite considerably in a few indicators. As such I can mention assets turnover, operating margin, working capital and others.

Att ägna sig åt sport och träning är för många en viktig del av livet, på senare tid har träning även blivit ett allt synligare fenomen i medier, där kvinnan tagit mer plats. Reklam omger oss hela tiden på olika sätt och det påverkar oss i vår vardag, bilden som visas av kvinnan i reklam är många gånger stereotyp, inte minst i sportsammanhang. Vissa medier framställer kvinnor som aktiva och atletiska, medan andra medier lägger mer fokus på kvinnans fysiska attraktionskraft och hur kvinnors kroppar ser ut. I denna studie har vi undersökt hur Nike och Adidas, som båda är marknadsledande aktörer inom sportindustrin, representerar kvinnor i deras reklamfilmer mellan åren 2011–2021. Studien har utförts genom en etnografisk innehållsanalys, där det empiriska materialet har bestått av 37 reklamfilmer. Resultaten tyder på att kvinnors representation har förändrats genom åren i reklamfilmerna, på så vis att en ökad variation av kroppstyper och etniciteter förekommer mer än tidigare, men även den stereotypa bilden av kvinnan återfinns. Mönster och begräsningar skildras i materialet, där även normbrytande attribut synliggörs.

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Made available in DSpace on 2016-04-26T18:13:42Z (GMT). No. of bitstreams: 1 Carlos Casanova Junior.pdf: 2513610 bytes, checksum: 159d3f22175ba4875772216604d6b0b0 (MD5) Previous issue date: 2013-11-11 / This dissertation investigates how the personalities endorse the Nike brand represented through the commercials aired in two World Cups in 1994 and 2010. It is a semiotic study of advertising films presented by the organization on the eve of the world championships. Our objectives were to analyze the advertising signs used to represent, translate and sensitize the audience around the brand and the representations of football. For this, we analyze the characteristics of verbal and visual, in order to identify the common elements, ie, images, messages , calls , as well as ideas , values and cultural symptoms that materialize on the ads and provide symbolic exchanges with its consumers . For the enrichment of semiotic analysis, we set up two discussion groups for deepening issues related brand and football. With the two new groups emerged and questions, for this reason, we had to incorporate lines of semiotics in order to answer the questions that were posed. Thus, we seek contributions of Perez, Lancaster and Corte- Real, a source to elucidate the issues related to the brand, aimed at mapping occurs as building emotional ties and affective functions that go beyond identity and differentiation proposals, in principle, to the brand. And supplemental path analysis was incorporated psychoanalytic semiotics to deepen the consumer's relationship with the brand. The dissertation begins with a literature search related to football, especially the presence of Brazil in World Cups. This study aims to analyze how the tournaments are received by the audience and how they leverage communication of brand sporting goods. Following a chapter mark sought to discuss their role, party from its origin to the concepts of brand postmodern described by Semprini / Esta dissertação investiga como as personalidades endossam a marca Nike representada por meio dos filmes publicitários veiculados em duas Copas do Mundo: 1994 e 2010. Trata-se de um estudo semiótico dos filmes publicitários apresentados pela organização dos jogos às vésperas dos campeonatos mundiais. Foram analisados os signos publicitários utilizados para representar, traduzir e sensibilizar o público-alvo em torno da marca e as representações do futebol. Para isso, observadas as características das linguagens verbais e visuais, buscando identificar os elementos comuns; ou seja, imagens, mensagens, apelos, ideias, valores e sintomas culturais que se materializam nos anúncios e proporcionam trocas simbólicas com o seu público consumidor. Para enriquecer as análises semióticas, foram montados dois grupos de discussão para aprofundar as questões relacionadas à marca e ao futebol. A partir daí surgiram novas abordagens e, por esse motivo, foram incorporadas linhas da semiótica a fim de responder aos questionamentos propostos. Perez, Lencastre e Côrte-Real contribuíram como fontes para elucidar as questões relacionadas à marca, visando mapear como ocorre a construção de vínculos emocionais e afetivos que vão além das funções de identidade e diferenciação propostas, em princípio, para a marca. Como complemento do percurso de análise foi incorporada a semiótica psicanalítica, para aprofundar a relação do consumidor com a marca. A dissertação inicia-se com uma pesquisa bibliográfica relacionada ao futebol, em especial, sobre a presença do Brasil nas Copas do Mundo e tem por objetivo analisar como as Copas são recebidas pelos expectadores e de que forma alavancam a comunicação da marca de materiais esportivos. Em capítulo específico foi discutido o papel da marca, partindo da sua origem até chegar aos conceitos de marca pós-moderna, descritos por Semprini