Purpose: The purpose of this thesis is to explain why companies in France use the event promotion. Method: In this part we explain how we are going to collect our information. On one hand we collect secondary data from books and internet websites to have an overview of the event promotion market and on the other we collect primary data through three written interviews sent to an event promotion agency’s CEO, one project manager of the same company, and an executive assistant, who works in a company which uses event promotion agencies to set its events up. We also explain why we choose this method, these persons and the kind of questions we ask. Theoretical framework: In this chapter we explain all the important terms necessary to well understand the topic we chose by defining some specific concepts. Indeed, we talk in a first time about communication in a general way and then more specifically about event promotion, its definition, types and aims. We also in this part explain others concepts such as the loyalty. Conclusion: We present the answer of our purpose. Companies use event promotion for mostly three reasons that are to get a good corporate image, be well known and also to federate and motivate its work forces. We go a little further in this part talking about event promotion agencies and their competitive advantages, especially the customers’ loyalty, to stay competitive on the market. Finally, we talk also about the limits of our study.

Cette recherche interroge les représentations médiatiques du politique, telles qu’elles se donnent à lire sur Internet à travers un objet de prédilection : la vidéo. À la croisée d’enjeux techniques, sémiotiques, discursifs, et de pratiques sociales historicisables, la problématique de notre thèse convoque ainsi le point de vue complexe et interdisciplinaire des SIC pour appréhender les transformations contemporaines de la communication politique audiovisuelle. Attentive au temps long de l’histoire des médias, notre approche des vidéos politiques pendant le quinquennat de Nicolas Sarkozy s’organise autour de trois grands axes analytiques. En premier lieu, nous montrons que les vidéos politiques favorisent l’émergence de nouvelles formes de visibilité et de publicité, qui redéfinissent les modes contemporains de reconnaissance médiatique du politique. Nous examinons ensuite les modalités selon lesquelles les vidéos agissent dans et sur le champ de la communication politique. Enfin, nous montrons que la lisibilité et la rhétoricité des vidéos politiques s’appuient sur les ressorts de la culture audiovisuelle. Au-Delà du règne de l’instantanéisme, ces trois temps de notre démonstration entendent mettre en perspective la place de l’image audiovisuelle dans le champ de la communication politique, / This research looks at the representation of the political sphere in the media as it appears on the Internet, through the lens of a favoured object – the video. At the junction of technical, semiotic and discursive questions, as well as historically traceable social practices, this thesis adopts the complex and interdisciplinary point of view of Communication and Information Sciences to grasp the contemporary transformations of audio-Visual political communication. Our study of political videos during Nicolas Sarkozy’s five-Year mandate takes into consideration the longer history of the media and is organized in three analytical points. First of all, we show that political videos favour the appearance of new forms of visibility and publicity, which redefine the contemporary forms of recognition of the political sphere in the media. We then look at the fashion in which political videos have an impact in and on the field of political communication. Finally, we demonstrate that the readability and rhetoricity of political videos is dependent on audiovicy (audio-Visual literacy). Aside from the reign of instantaneity, the three sections of our argument intend to shed light upon the role of audio-Visual culture in the field of political communication, without losing sight of the significant materiality of the videos or the wanderings of their mundane existence.

Mass media has great influence over its audience. When a sensational story hits the news waves, the general public's attention is instantly riveted to the television screen. News stories that involve the deaths of innocent people often create a culture of fear, fuel false narratives, and scatter misinformation. In fact, this culture of fear, coupled with misleading information, created the myth of the juvenile superpredator, a phrase coined by DiIulio in the early 1990s. The stereotyped superpredator was a homicidal, uncontrollable youth hiding within areas where crime and violence are rare. In particular, this myth was propagated following the massacre at Columbine High School in 1999. Across time, misinformation and false narratives served to spotlight the perpetrators' notoriety—their ultimate motivation for perpetrating this heinous attack. News media, law enforcement, and school administrators are in the unique position to stop the spread of misinformation and prevent school shooters from gaining the fame they desperately seek, a common motivation among school shooters and copycat perpetrators. This study seeks to explore how the media portrayed the Columbine High School shooters and how it fed into the myth of the juvenile superpredator. This study analyzed youth violence risk factors in the wake of the Columbine High School Shooting to determine if news media was accurate in their reporting. We wanted to determine if news coverage was a major influence on the public's perception of youth violence. These risk factors were scrutinized from television news coverage from national news organizations. Results indicate that in the wake of school shootings, strong considerations regarding ethical news reporting and clearer lines of communication between school administrators and law enforcement officials may prevent misinformation from spreading in the first place and may prevent school shooters from gaining notoriety in such aftermaths. Additionally, curtailing the spread of misinformation may help communities prevent reactionary policies that ultimately harm school students through overly punitive measures.

Les bases de données lexicales jouent un grand rôle dans le TAL, mais, elles nécessitent un développement et un enrichissement permanents via l’exploitation des ressources libres du web sémantique, entre autres, l’encyclopédie Wikipédia, DBpedia, Geonames et Yago2. Prolexbase, comporte à ce jour dix langues, trois parmi elles sont bien couvertes : le francais, l’anglais et le polonais. Il a été conçu manuellement et une première tentative semi-automatique a été réalisée par le projet ProlexFeeder (Savary et al. 2013). L’objectif de notre travail était d’élaborer un outil de mise à jour et d’extension automatiques de ce lexique, et l'ajout de la langue arabe. Un système automatique a également été mis en place pour calculer via la Wikipédia l’indice de notoriété des entrées de Prolexbase ; cet indice dépend de la langue et participe, d'une part, à la construction d'un module de Prolexbase pour la langue arabe et, d'autre part, à la révision de la notoriété présente pour les autres langues de la base. / Lexical databases play a significant role in natural language processing (NLP), however, they require permanent development and enrichment through the exploitation of free resources from the semantic web, among others, Wikipedia, DBpedia, Geonames and Yago2. Prolexbase, which issued of numerous studies on NLP, has ten languages, three of which are well covered: French, English and Polish. It was manually designed; the first semiautomatic attempt was made by the ProlexFeeder project (Savary et al., 2013). The objective of our work was to create an automatic updating and extension tool for Prolexbase, and to introduce the Arabic language. In addition, a fully automatic system has been implemented to calculate, via Wikipedia, the notoriety of the entries of Prolexbase. This notoriety is language dependent, is the first step in the construction of an Arabic module of Prolexbase, and it takes a part in the notoriety revision currently present for the other languages in the database.

Made available in DSpace on 2016-04-26T20:23:55Z (GMT). No. of bitstreams: 1 Carlos Eduardo Neves de Carvalho.pdf: 1819884 bytes, checksum: 743f5d09de2989d46ea6b1219468c007 (MD5) Previous issue date: 2015-09-30 / This essay is dedicated to the study of two empiric phenomena resulting from the use of the mark in the consumer market: acquisition and loss of trademark distinctiveness. The first part is dedicated of the study of acquisition of trademark distinctiveness which could happen in two possibilities: secondary meaning and notoriety. First of all, is addressed the distinctiveness, as the main trademark function and its condition of validity for granting the trademark registration. In the first case, the acquisition of distinctiveness of a trademark occurs by the factual phenomenon known as secondary meaning, in which a descriptive sign, apparently not distinctive, through its prolonged use on the market, acquired a secondary meaning as a distinctive brand, being therefore susceptible for trademark registration. In the second type of acquired distinctiveness, a common trademark can become notorious, renowned and with high commercial prestige within the consumer market through the trademark owner´s advertising investments, which receives special trademark protection: well-known mark within its commercial activity branch, and famous mark, which receives legal protection in all classes of goods and services. The Second Part of this work is dedicated to the study of the loss of distinctiveness of a trademark which may occur in two situations: genericism and dilution. The first situation, genericism, is the factual phenomenon opposed to the secondary meaning, in which, the trademark owner's behavior to promote its brand, results into semantic synonymous and descriptive of the product or service marked by the renowned trademark. The second situation of the loss of trademark distinctiveness is called the dilution phenomenon, which can occurs in three situations: the improper use of a high-renowned trademark in different goods and services marked by the original brand (blurring), the harm to a high-renowned trademark reputation (tarnishment) and the disparagement of a high-renowned trademark in promotional campaigns made by competitors / A presente dissertação analisa dois fenômenos fáticos decorrentes da utilização de uma marca no mercado consumidor: a aquisição e a perda de distintividade marcária. A Primeira Parte dedica-se ao estudo da aquisição de distintividade marcária que pode acontecer em duas hipóteses: significado secundário e notoriedade. Primeiramente, é abordada a distintividade como principal função marcária e condição de validade para a concessão do registro marcário. Na primeira hipótese, a aquisição de distintividade de um sinal marcário ocorre pelo fenômeno fático conhecido como secondary meaning, na qual um sinal descritivo, aparentemente não distintivo, face ao uso prolongado no mercado, adquire uma significação secundária como marca distintiva no mercado consumidor, tornando-se passível para registro. Na segunda hipótese, um sinal marcário comum, face aos elevados investimentos publicitários do titular, torna-se tão conhecido dentro do mercado consumidor, que recebe proteção especial: marca notoriamente conhecida dentro de seu ramo de atividade comercial, e marca de alto renome que possui proteção legal em todas as classes de produtos e serviços. A Segunda Parte deste trabalho dedica-se ao estudo da perda de distintividade de uma marca, o que poderá ocorrer em duas hipóteses: degeneração e diluição. A primeira situação, que é o fenômeno fático oposto ao significado secundário, ocorre pela degeneração, na qual, face ao comportamento do titular, ao promover sua marca, esta se transforma em sinônimo semântico do produto ou serviço assinalado por ela. A segunda situação de perda de distintividade ocorre pelo fenômeno da diluição, que pode se dar em três possibilidades: uso indevido de uma marca de renome em bens diversos daqueles assinalados pela marca original (ofuscação ou turvação), ofensa à reputação da marca de renome (maculação), ou adulteração desta marca em campanhas promocionais feita pelos concorrentes (propaganda comparativa)

Le produit de luxe n’est pas un bien comme les autres. Ses qualités matérielles et immatérielles lui confèrent une valeur particulière qui oblige son producteur à le vendre dans un environnement commercial adapté. La règle de droit peut-elle considérer cette particularité économique ? Paradoxalement, la France est leader mondiale du marché des produits de luxe, mais nul n’est en mesure d’affirmer avec précision ce qu’est le luxe. Intégrer une notion aussi insaisissable au sein d’un raisonnement juridique semble difficile. Pourtant, les atteintes subies par les titulaires des droits du produit de luxe ont convaincu le juge européen de mettre en place des règles protectrices spéciales. Le but poursuivi est légitime. Il s’agit de protéger les investissements réalisés pour vendre et promouvoir le produit de luxe. Mais cette démarche légale s’appuie sur une méthode de qualification qui n’est pas satisfaisante. L’«aura», le «prestige» ou la «sensation» de luxe qui émanent du produit marqué, sont des critères trop subjectifs pour assurer l’application systématique et cohérente de règles protectrices. C’est pourquoi, outre la démonstration d’un corpus de règles applicables au produit de luxe, il convient d’analyser les fondements de sa reconnaissance par le droit positif, ainsi que l’instauration d’un régime unifié reposant sur des critères de définition précis, prenant en considération les qualités intrinsèques de ce bien particulier. / The luxury product is not a product like any other. Its material and immaterial qualities confer a special value that requires its producer to sell it in a proper business environment. The rule of law can it consider this economic feature ? Paradoxically, France is world's leading luxury goods market, but no one is able to state precisely what is luxury. The law seems unsuited to integrate a concept as elusive as luxury. Yet, violations suffered by the owners of luxury product rights have convinced the European judge to set up special protective rules. The aim is legitimate. This is to protect the investments made to sell and promote luxury products. But this legal approach is based on a method of qualification which is not satisfactory. The "will", "prestige" or the "feel" of luxury emanating frombranded product, are too subjective criteria to ensure systematic and consistent implementation of protective rules. Therefore, in addition to the demonstration of a body of rules applicable to the luxury product, it should analyze the foundations of its recognition by positive law and the establishment of a unified system based on criteria precise definition, taking into account the intrinsic qualities of that particular property.