x, 161 p. : col. ill. / Rhetorical communication ("figures") in advertising are "artful deviations", analogous to bold or italicized text, which use style as their persuasive tool over message content. The present research built on theories of visual persuasion that conceive of visuals as sophisticated and nuanced systems of meaning transfer, unlike most traditional persuasion theories based on verbal processing that treat visuals as simple, non-discursive stimuli that merely evoke basic mood responses. Previous research suggests that in the context of visual persuasion the traditional components of information processing: attention, perception, elaboration, and memory retrieval are not applicable and visual information transfer depends almost entirely on the processing experience. While it was known that rhetoric is usually more well-liked and more memorable than plain language, this dissertation expanded the theoretical understanding of the mechanisms of how visual rhetoric in advertising engages the consumer and elicits more favorable judgments compared to both figurative and non-figurative verbal stimuli. Processing fluency research suggests that the brain automatically responds with positive emotion toward easy, pleasant, or novel processing experiences regardless of stimulus content. These types of processing experiences are early signals to the brain of successful completion of a mental task. In a series of four experiments, visual rhetorical ad stimuli elicited overall higher ratings than verbal rhetorical or verbal literal ad stimuli of equivalent message content on scales measuring mental involvement/engagement with the ad, attitude toward the ad, and perceptions of the ad's honesty/trustworthiness regardless of the processing experience as operationalized by stimulus exposure. At longer exposure durations judgments of visual rhetorical ads differed due to interactions between processing experience and sensitivity to the rhetorical figure's persuasive intent, whereas at 1-second exposure subjects exhibited universally high ratings based mostly on processing ease with relatively sparse deliberation about the stimulus content. Subjects exhibited high certainty about their attitudes toward the visuals at all exposures, but the positive experience of "processing ease" at 1-second exposure produced the most accessible favorable judgments as evidenced through reaction time measures. Future research should examine in more depth the potential for visual persuasion with rhetoric to evade resistance particularly when processing resources are constrained. / Committee in charge: David M. Boush, Chair; Lynn R. Kahle, Member; Joan L. Giese, Member; Julianne H. Newton, Outside Member

Made available in DSpace on 2014-06-11T19:24:04Z (GMT). No. of bitstreams: 0 Previous issue date: 2011-12-08Bitstream added on 2014-06-13T20:30:58Z : No. of bitstreams: 1 zanini_tc_me_bauru.pdf: 2083998 bytes, checksum: 4b66a9f0128c2716f68a9eced7de4c7d (MD5) / Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP) / Universidade Estadual Paulista (UNESP) / A partir do acompanhamento crítico da cobertura jornalística no período da campanha presidencial de 2010, desde a definição dos candidatos até a repercussão do resultado, esta pesquisa busca compreender de modo mais transparente as estratégias da mídia no que se refere à influência da utilização de imagens e cores em textos visuais jornalísticos, particularizando para a intencionalidade de seu emprego e a consequente formação de um repertório cultural e simbólico que serve de sustentação para o julgamento de valores dos candidatos Dilma Rousseff (Partido dos Trabalhadores - PT), José Serra (Partido da Social Democracia Brasileira - PSDB) e Marina Silva (Partido Verde - PV). O corpus selecionado para esta análise compreende as edições das revistas semanais Veja e Istoé publicadas no período de janeiro de 2009 a dezembro de 2010, com recorte específico nas imagens de capa e aberturas de grandes matérias que trazem os candidatos, e seus aliados, ao longo da campanha. As observações identificadas são relatadas a partir da composição da imagem dos presidenciáveis e seus partidos políticos, com ênfase na análise de imagens que destacam a fisionomia, expressão e gestualidade dos candidatos; a utilização de ilustrações (figuras, charges, caricaturas e fotomontagens) e o conceito de cor-informação de Luciano Guimarães, desenvolvido a partir do estudo das funções e possibilidades de utilização das cores em produtos jornalísticos. O percurso teórico é complementado com a visão de autores com os teóricos da mídia Harry Pross e Ivan Bystrina (sobre a teoria relacional dos signos e a estrutura simbólica do poder); o filósofo Vilém Flusser (sobre a produção de sentido em imagens), além de autores que discutem a cobertura política pela mídia, como Vicente Romano, Michael Kunczik e Eliseo Verón, entre outros / With the critical monitoring of press coverage durign the 2010 presidential campaign, from the definition of the candidates until the repercussion of its results, this research aims to undestand media strategies concerning the influence of the use of images and colors in journalistic visual texts in a more transparent way, specifying the intentionality of its using and the consequent building of a cultural and symbolic repertorie that is the basis of candidates Dilma Rousseff (Worker's Party - PT), José Serra (Brazilian Social Democracy Party - PSDB) and Marina Silva (Green Party - PV) value judgment. The corpus selected for this analysis comprehends the weekçy magazine Veja and Istoé editions published between January, 2009 and December, 2010. with specific clipping of cover images and major stories openings bringing the candidates, and their allies, along the campaign. The identified observations are reported from the composition of the image of the presidential candidates and their political parties, with emphasis in the analysis of images which highlight the physiognomy, expression and gestuality of the candidates; the use of illustrations (figures, cartoons, caricatures and photomontages) and the concept of color-information of Luciano Guimarães, developed from the study of the functions and possibilites of the using of colors in journalistic products. The theoretical approach is complemented by understanding of authors are the media theoreticians Harry Pross and Ivan Brystina (about the relational theory of the signs and symbolic structure of power): the philosopher Vilém Flusser (about the sense production in images), and authors who discuss the political coverage by the media, as Vicent Romano, Michael Kunczik and Eliseo Verón, among others

Orientador: Luciano Guimarães / Banca: Florentina das Neves Souza / Banca: Maximiliano Martin Vicente / Resumo: A partir do acompanhamento crítico da cobertura jornalística no período da campanha presidencial de 2010, desde a definição dos candidatos até a repercussão do resultado, esta pesquisa busca compreender de modo mais transparente as estratégias da mídia no que se refere à influência da utilização de imagens e cores em textos visuais jornalísticos, particularizando para a intencionalidade de seu emprego e a consequente formação de um repertório cultural e simbólico que serve de sustentação para o julgamento de valores dos candidatos Dilma Rousseff (Partido dos Trabalhadores - PT), José Serra (Partido da Social Democracia Brasileira - PSDB) e Marina Silva (Partido Verde - PV). O corpus selecionado para esta análise compreende as edições das revistas semanais Veja e Istoé publicadas no período de janeiro de 2009 a dezembro de 2010, com recorte específico nas imagens de capa e aberturas de grandes matérias que trazem os candidatos, e seus aliados, ao longo da campanha. As observações identificadas são relatadas a partir da composição da imagem dos presidenciáveis e seus partidos políticos, com ênfase na análise de imagens que destacam a fisionomia, expressão e gestualidade dos candidatos; a utilização de ilustrações (figuras, charges, caricaturas e fotomontagens) e o conceito de cor-informação de Luciano Guimarães, desenvolvido a partir do estudo das funções e possibilidades de utilização das cores em produtos jornalísticos. O percurso teórico é complementado com a visão de autores com os teóricos da mídia Harry Pross e Ivan Bystrina (sobre a teoria relacional dos signos e a estrutura simbólica do poder); o filósofo Vilém Flusser (sobre a produção de sentido em imagens), além de autores que discutem a cobertura política pela mídia, como Vicente Romano, Michael Kunczik e Eliseo Verón, entre outros / Abstract: With the critical monitoring of press coverage durign the 2010 presidential campaign, from the definition of the candidates until the repercussion of its results, this research aims to undestand media strategies concerning the influence of the use of images and colors in journalistic visual texts in a more transparent way, specifying the intentionality of its using and the consequent building of a cultural and symbolic repertorie that is the basis of candidates Dilma Rousseff (Worker's Party - PT), José Serra (Brazilian Social Democracy Party - PSDB) and Marina Silva (Green Party - PV) value judgment. The corpus selected for this analysis comprehends the weekçy magazine Veja and Istoé editions published between January, 2009 and December, 2010. with specific clipping of cover images and major stories openings bringing the candidates, and their allies, along the campaign. The identified observations are reported from the composition of the image of the presidential candidates and their political parties, with emphasis in the analysis of images which highlight the physiognomy, expression and gestuality of the candidates; the use of illustrations (figures, cartoons, caricatures and photomontages) and the concept of color-information of Luciano Guimarães, developed from the study of the functions and possibilites of the using of colors in journalistic products. The theoretical approach is complemented by understanding of authors are the media theoreticians Harry Pross and Ivan Brystina (about the relational theory of the signs and symbolic structure of power): the philosopher Vilém Flusser (about the sense production in images), and authors who discuss the political coverage by the media, as Vicent Romano, Michael Kunczik and Eliseo Verón, among others / Mestre

A presente pesquisa tem como objetivo principal, o estudo de possibilidades sinestésicas no design gráfico. Analisar diferentes técnicas gráficas e estímulos visuais que remetam ou estimulem os diferentes sentidos humanos. Compreender melhor as relações entre os signos visuais com os signos dos demais sentidos: sonoros, táteis, olfativos e gustativos, observando possíveis relações de correspondência entre os mesmos e refletindo sobre sua contribuição no processo de comunicação. Dentro de cada relação, são apresentadas as relações sinestésicas encontradas por pesquisadores diversos, resultantes de estudos relacionados principalmente a psicodinâmica das cores, psicologia da forma e gestalt, agrupados por suas relações com cores, formas, texturas e relações espaciais. As relações sinestésicas encontradas servem como parâmetros principais para a análise de diferentes peças gráficas de produção recente, como: cartazes, embalagens e capas de livro, entre outros. Tendo em vista o grande crescimento de informações a que somos submetidos, das mídias disponíveis, do mercado e da população em geral, nota-se a necessidade de projetos cada vez mais instigantes, eficientes e preocupados com as necessidades de cada mercado. Esta pesquisa visa contribuir na determinação de recursos que permitam suprir tais necessidades, potencializando os resultados do design gráfico na função de identificar, informar, instruir, apresentar e promover, através de uma idéia gráfica. / This research has the aim to study synesthesia in graphic design, analyzing different graphical techniques and visual stimulations that forward or stimulate the different human beings feelings. To better understanding the relation among the visual signs and the others human being feelings, as smell, flavor, touch, sound and also observing the possible relation correspondence among them reflecting on its contribution on the communication process. Inside of each relation are presented synesthesia relation found by many researchers due to studies mainly related to psychodynamics of the colors, form psychology and gestalt, grouped by its relation by color, form, space form and texture. The found synesthesia relations serve as the main parameters to analyze different graphic parts of a recent production such as book covers, posters, packing among others. Considering the great growth of the information that we are submitted, the available medias, the market and the population in general, it is observed the necessity of projects each time more interesting, efficient and worried about the necessities of each market. This research aims to contribute to the determination of the resources which will permit to supply these necessities empowering the graphic design on the function to identify, to inform, to instruct, to present and to promote through a graphic idea.

Este estudo aborda grafismos e conteúdos gráficos da comunicação visual na arquitetura e na cidade, estruturado em sistemas de códigos cromáticos, tipográficos e morfológicos na elaboração de linguagens projetuais, e a partir de pesquisas de projetos gráficos e experimentos desenvolvidos nas disciplinas configurar processos na elaboração de linguagens e metodologias, com ênfase nas necessidades didático-pedagógicas no ensino da Comunicação Visual. / This study it approaches drawings and graphical contents of the visual communication in the architecture and the city, structuralized in systems of chromatic codes, typographical and morphologic in the elaboration of project languages, on the basis of the research of graphical projects and experiments developed to disciplines, configuring processes in the elaboration of languages and methodologies with emphasis in the didactic-pedagogical necessities in the education of the Visual Communication.

Esta dissertação é uma reflexão crítica a respeito da formação e do desenvolvimento profissional da autora, a designer gráfica Ruth Klotzel, arquiteta formada pela FAUUSP em 1982. Trata de recuperar e apresentar seu percurso intelectual/profissional desde o contexto familiar, social e político de sua formação e expõe e comenta alguns de seus projetos gráficos e de comunicação visual. Contém também um relato sobre a formação da ADG (Associação dos Designers Gráficos), da qual foi uma das fundadoras e diretora, e uma compilação de eventos ligados ao Icograda (International Council of Graphic Design Associations), do qual é vice-presidente nas gestões 2003-2005 e 2005-2007. / This dissertation consists of critical reflection on the professional training and development of its author, Ruth Klotzel, graphic designer and BS in Architecture (1982) from the School of Architecture and Urbanism of the University of São Paulo-FAUUSP. The purpose is to recall and disclose the family, social and political context of her chosen intellectual/professional course, and to show and comment on some of her graphics and visual communication projects. The dissertation also includes the history of the Association of Graphic Designers-ADG of which Ms. Klotzel was a founding member and director, as well as a compilation of events linked to the International Council of Graphic Design Associations-Icograda, to which she was elected vice president for the 2003-2005 and 2005-2007 terms.

Tomando o design gráfico como eixo de observação, foram analisados os caminhos traçados na profissionalização dessa atividade e os fatores que levaram a mensagem a alcançar a forma gráfica atual. Nessa análise, foram consideradas as mudanças decorrentes não só da introdução da tecnologia digital, mas também das transformações de tendências e padrões culturais que determinaram o período estudado. Como ponto de partida foram utilizados os princípios modernistas, sistematizados pela Bauhaus e seqüenciados pelas diretrizes da Escola Suíça, que determinaram o papel do design gráfico como um transmissor neutro e cuja proposta era a claridade, a objetividade e a funcionalidade, por meio de formas universais e livres de valores regionais. O objetivo central foi analisar a perda da supremacia desses valores, acompanhada pela introdução da tecnologia digital, com novos equipamentos oferecendo novas ferramentas, possibilitando novos enfoques para a idealização dos projetos. / Taking graphic design as an observation axis, the course followed in the professionalization of this activity and the factors that led the message to take its current graphical form were analyzed. In this investigation, not only the changes brought about by the introduction of digital technology were considered, but also the transformation of cultural trends and patterns which determined the period studied. Modernist principles were used as a starting point, as systemized by Bauhaus and arranged by the guidelines established by the Swiss School, which determined the role of the graphic design as a neutral transmitter and whose proposal was clarity, objectivity and functionality, through universal forms and freed of regional values. The main objective was to analyze the loss of supremacy of these values, accompanied by the introduction of the digital technology, with new equipments offering new tools, which enabled new approaches in the conceptualization of projects.

This Master's Thesis aims to analyze the visual communication of Národní památkový ústav, National Monument Institute. The theoretical part deals with the interpretation of corporate identity focusing on corporate design and corporate communication. The second part begins with an analysis of the main and derived elements of the visual communication and continues with a comparison of the elements of the public monument institutions abroad. At the very end the Thesis also includes some recommendations in order to make the whole corporate image of Národní památkový ústav better.

Commercial recordings - CDs, LPs - are familiar objects. However, discussion about them has often attempted to conceal the fact that, as communicating objects, recordings pose special problems due to the fact that they unite text, image, and sound in a material commodity. This thesis examines the role of the visual in the production, circulation and use of recordings. The album cover is the primary category of study, with an emphasis on its functioning in relation to the recording as a sonic and material commodity. The label ECM, a German company which has been producing recordings since 1969, provides the main focus in this analysis. The basis of this investigation lies in the questioning of the assumptions and categories that have historically guided the activity of cover design and the discourse about it. Traditionally, recordings have been understandably seen primarily as sound-carriers; their visual aspects, even when celebrated, are most often relegated to a peripheral status, despite the fact that in certain contexts the importance of the visual can overwhelm that of sound. The usual hierarchical opposition between these elements is here questioned through an examination of both the marketing of recordings and their circulation and use. ECM provides a pertinent case through which such questions can be elaborated. Its visual marketing strategies can be characterised in terms of a desire for difference. ECM's attempt to set itself apart has resulted in a "look" which rejects many conventions. It has also resulted in a complex, conceptual group of visual strategies. In its particular use of landscape photography, blank space, and gestural markings, ECM constructs ideas of space which relate to the potential for performativity and creativity. Through the combination of these strategies, the label deemphasises creative personality of the musical performer and emphasises the space occupied by the looker/listener. In doing this, it also questions the traditional boundaries between music and the visual. ECM's covers cause these categories to become indistinct and allow new conceptions of the recording as a material commodity to emerge. One effect of this is a construction of the apprehender's subjectivity that fails to fit within the marketplace's traditional categories. The thesis considers how the visual has been implicated in more concrete processes such as the negotiation of taste and practices of consumption and use. The niche that ECM attempts to carve out for itself is considered in relation to the tension in the marketplace between the desire for distinction and the recording as a massproduced commodity. / Arts, Faculty of / Art History, Visual Art and Theory, Department of / Graduate

Orientador: Anna Paula Silva Gouveia / Dissertação (mestrado) - Universidade Estadual de Campinas, Instituto de Artes / Made available in DSpace on 2018-08-24T05:36:06Z (GMT). No. of bitstreams: 1 Quattrer_Milena_M.pdf: 13017481 bytes, checksum: 7a1eb170e2c609135ce2bcc111f72ed5 (MD5) Previous issue date: 2013 / esumo: A presente dissertação de Mestrado tem como objetivo compreender o quanto a relação entre a cor e os outros elementos do infográfico interfere no processo de transmissão da informação e como os infográficos, publicados em jornais e revistas, contribuem para o aprimoramento daqueles destinados aos livros didáticos. Para tanto, realizei: o levantamento dos infográficos impressos, publicados em jornais e revistas, premiados nas edições 18, 19 e 20 dos 'Premios Internacionales Malofiej de Infografía¿, e dos infográficos impressos, publicados nos livros didáticos adotados através do 'Programa Nacional do Livro Didático¿ - 2011, nas disciplinas de Geografia, História e Ciências do ensino fundamental da EMEF CAIC 'Prof. Zeferino Vaz¿, localizada no município de Campinas/SP; entrevistas com os docentes responsáveis por essas disciplinas na unidade escolar e com membro do júri dos 'Premios Internacionales Malofiej de Infografía¿. Ademais, apresento, nesta dissertação, duas iniciativas de projeto, realizadas sob minha orientação, com alunos da EMEF CAIC 'Prof. Zeferino Vaz¿, sendo que uma delas, em especial, objetivou discutir a importância da informação, as formas de organizá-la e transmiti-la no contexto escolar e na sociedade, através do estímulo à pesquisa e à elaboração de infográficos. As reflexões geradas a partir das iniciativas de projetos realizados com os alunos, das análises dos infográficos e das entrevistas forneceram apontamentos importantes sobre o que pode ser aproveitado dos infográficos premiados para o aprimoramento dos que são destinados aos livros didáticos, em especial no uso da cor, e demonstraram como é importante proporcionar situações de ensino-aprendizagem, nas quais o aluno tenha a oportunidade de se apropriar dos códigos visuais e, consequentemente, ampliar sua cultura visual / Abstract: This research aims to understand how the relationship between color and other elements of the infographics interfere with the process of information transmission, and how infographics published in newspapers and magazines can contribute to improve the ones used in Schoolbooks. To achieve these goals, a survey of infographics printed in newspapers and magazines, which have won the 'Malofiej International Infographics Awards' in the 18th, 19th and 20th editions, and of infographics printed in Schoolbooks used in the EMEF CAIC ' Prof. Zeferino Vaz (Cam-pinas/SP/Brazil) elementary School for Geography, History and Science (these books were se-lected by a Federal Government Program "Programa Nacional do Livro Didático ¿ 2011¿) was made. Interviews with teachers responsible for the above-mentioned subjects and with the jury members of the 'Malofiej International Infographics Awards' were also performed. Furthermore, two projects under, my supervision, with the students of the above mentioned elementary school were also performed. The main goal of one of these projects was to discuss the importance of information and the ways to organize it and communicate it either in the school or in the society, encouraging the research and the development of infographics. The reflections generated after the projects undertaken with the elementary school students, analysis of infographics and interviews, provided important notes about what can be availed from the awarded infographics in order to improve the infographics made for the schoolbooks, especially in regards of the use of color. Finally, the present research demonstrated how important it is to provide teaching-learning situations in which the students have the opportunity to appropriate the visual codes and hence their visual culture / Mestrado / Artes Visuais / Mestra em Artes Visuais