Information Technology advances by leaps and bounds. The lines among traditional industries are hard to define; therefore, the burgeoning new media industries with integrated information and communications technologies are taking form. In the meantime, information technology not only breaks through but establishes rules of the game. As far as advertising is concerned, notably traditional modes of advertising are greatly impacted by new information technology. This research,¡§A Project of Applying the Wireless Internet to Narrowcasting Models,¡¨ is based on an affiliate project sponsored by the Taiwan Railway Administration, which is called ¡§ An Operational Project of Electronic Commerce and the Wireless Internet with the participation from the private sectors.¡¨ According to the assessment of business modeling, the result reveals, the revenues of delegated advertising are the main significant factors of this project, with an influence on the financial performance. Hence, the company should, before the prices in the market fluctuate, actively contact with the advertising channels and establish well-designed sales outlets to increase revenues, in support of the financial feasibility of the entire operation. Another result shows adopting the wireless Internet as transitional technology has an advantage over the other competitors. It can enhance the operational efficiency and reduce the operational cost. In 3 to 8 years, the usage of this advertising platform will remain growing. As the infrastructure and related applications of the wireless networks are getting completed, the project will relatively gain the upper hand in costs. Lastly, the research suggests the outdoor narrowcasting advertisers actively develop exclusive digital content to boost consumers¡¦ willingness to adopt the service.

In recent years, new media grow vigorously, and in which is most noticeable by the outdoor media. The reason is that along with the progress of technology the broadcasting of advertisement can be settled in many kinds of place filled with people, like department stores and supermarkets, no longer limited by the time or the place. Besides, people will be attracted by the visual and acoustic effect of this new medium. Therefore, this study is based on Web Advertising Attitude Model, and the main purpose of this study is to understand the audience¡¦s attitude toward digital signage, a new outdoor medium. Three findings are revealed. First, the relevant demographic variables have no significant effect on attitude toward advertising. Second, the informativeness and credibility of advertising have significant effect on advertising value. Furthermore, they will result in the positive attitude toward advertising. Finally, the entertainment and irritation have no significant effect on advertising value.

Submitted by Inês Marinho (bele_ballet@hotmail.com) on 2016-06-20T14:13:14Z No. of bitstreams: 1 Dissertação - Francelle Santos Araújo.pdf: 3269818 bytes, checksum: 9c1af19d65aea5571deb63ec9ba0ccbe (MD5) / Approved for entry into archive by Divisão de Documentação/BC Biblioteca Central (ddbc@ufam.edu.br) on 2016-06-20T14:30:40Z (GMT) No. of bitstreams: 1 Dissertação - Francelle Santos Araújo.pdf: 3269818 bytes, checksum: 9c1af19d65aea5571deb63ec9ba0ccbe (MD5) / Approved for entry into archive by Divisão de Documentação/BC Biblioteca Central (ddbc@ufam.edu.br) on 2016-06-20T14:36:48Z (GMT) No. of bitstreams: 1 Dissertação - Francelle Santos Araújo.pdf: 3269818 bytes, checksum: 9c1af19d65aea5571deb63ec9ba0ccbe (MD5) / Made available in DSpace on 2016-06-20T14:36:48Z (GMT). No. of bitstreams: 1 Dissertação - Francelle Santos Araújo.pdf: 3269818 bytes, checksum: 9c1af19d65aea5571deb63ec9ba0ccbe (MD5) Previous issue date: 2013-10-10 / FAPEAM - Fundação de Amparo á Pesquisa do Estado do Amazonas / This master´s degree dissertation aims to present a study of ecosystem communicative processes involved in the relationship generated from outdoor media and urban space. To comply with the proposal, noted the necessity of using studies coming from other scientific fields such as Semiotics of Culture and Geography. In this sense, the field of semiotics in helpful for the construction of a semiotic look on the complexity with which the object is presented, so we resort to the concept of semiosis to identify the elements involved in the communication process regarding advertising and enrolled in the city. In the area of knowledge of geography, we used the concepts of fixed and streams to recognize other objects from the vision of another scientific field. In this perspective, we realized the close connection between the dynamics of the city influencing the participation of foreign media in your space. The main objective of this work is to recognize the relationships involved in the dialogue between the media outside of the real estate and the city of Manaus. Such notes raised justify the need of this research is to delineate the transdisciplinarity. We seek to address the communicative processes under the bias of ecosystem-based communication semiotics proposed Feitoza Mirna Pereira. The media were observed outside the panel, the man-arrow and checkered flag of the English and Residential projects Reserve Reflection lights, located in the district of Ponta Negra, west of Manaus. We prepared an extensive direct observation form organized into three categories: The communicative ecosystem in relation to urban space, the communicative ecosystem regarding their language and communicative ecosystem regarding the media observed. Data collection took place in the four weekends of April this year. Taking as reference the information collected in the field through the application form and experience of the researcher with the phenomenon, we developed two diagrams as a form of graphical representation of what is identified to be the communications ecosystem of external publicity and the city. Thus, this research aims to be a theoretical contribution both to academics and researchers, as well as a support for those who seek to think about the field of communication and the city from a systemic perspective. / Esta dissertação tem como propósito apresentar um estudo ecossistêmico dos processos comunicativos gerados envolvidos na relação entre a mídia externa e o espaço urbano. Para cumprir a proposta apresentada, observou-se a necessidade de utilizar estudos advindos de outros campos científicos, como a Semiótica da Cultura e a Geografia. Nesse sentido, o campo da Semiótica foi útil para a construção de um olhar semiótico diante da complexidade com que o objeto se apresentava, por isso recorre-se ao conceito de semiose para identificar parte dos elementos envolvidos no processo comunicativo arrolado na relação entre publicidade e cidade. Já na área de conhecimento da Geografia, recorreu-se aos conceitos de elementos fixos e fluxos para o reconhecimento de outros objetos a partir da visão de um campo científico distinto. Nessa perspectiva, percebeu-se a estreita ligação entre a dinâmica da cidade a influenciar a participação da mídia exterior em seu espaço. O objetivo fulcral, portanto, é reconhecer as relações envolvidas no diálogo entre a mídia exterior dos empreendimentos imobiliários e a cidade de Manaus. Tais apontamentos justificam a necessidade do delineamento transdisciplinar desta pesquisa. Buscou-se abordar os processos comunicativos sob o viés dos ecossistemas comunicacionais de base semiótica, proposta de Mirna Feitoza Pereira. As mídias exteriores observadas foram o painel, o homem-seta e a bandeirada dos empreendimentos Reserva Inglesa e Residencial Reflexo Luzes, localizados no bairro da Ponta Negra, zona oeste de Manaus. Foi elaborado um formulário de observação direta extensiva organizado em três categorias: O ecossistema comunicativo em relação ao espaço urbano, o ecossistema comunicativo em relação a sua linguagem e o ecossistema comunicativo em relação a mídia observada. A coleta de dados se deu nos quatro finais de semana do mês de abril do ano presente. Tendo como referencia as informações levantadas em campo através da aplicação do formulário e da experiência do pesquisador com o fenômeno estudado, elaboramos dois diagramas como uma forma de representação gráfica do que identificamos ser o ecossistema comunicativo da publicidade externa e a cidade. Com isso, essa pesquisa pretende ser uma contribuição teórica tanto para os acadêmicos e pesquisadores da área, como também um suporte para aqueles que buscam pensar o campo da comunicação e da cidade a partir de um olhar sistêmico.