Made available in DSpace on 2014-06-11T19:30:28Z (GMT). No. of bitstreams: 0 Previous issue date: 2012-12-10Bitstream added on 2014-06-13T21:01:11Z : No. of bitstreams: 1 garcia_erb_dr_sjrp_parcial.pdf: 224936 bytes, checksum: 24d6b90acbff28a07ee4a03f08128817 (MD5) Bitstreams deleted on 2015-06-25T13:01:28Z: garcia_erb_dr_sjrp_parcial.pdf,. Added 1 bitstream(s) on 2015-06-25T13:03:37Z : No. of bitstreams: 1 000707183_20151210.pdf: 212329 bytes, checksum: 7914afd59b0e4594ea6287bb24e526bb (MD5) Bitstreams deleted on 2015-12-11T11:22:30Z: 000707183_20151210.pdf,. Added 1 bitstream(s) on 2015-12-11T11:23:13Z : No. of bitstreams: 1 000707183.pdf: 1880565 bytes, checksum: 7a7f691835b4c8d6d0cc841bf7e7205f (MD5) / A presente tese tem como objetivo a elaboração de um protótipo de dicionário para redatores publicitários, constituído de unidades lexicais voltadas ao público masculino. A produção dessa obra fundamenta-se no fato de que as pesquisas em Lexicografia que relacionam aspectos culturais ao léxico têm demonstrado a importância que esse tipo de unidade desempenha na transmissão e na recepção de conhecimentos a respeito das características de uma sociedade. Essa constatação permite ponderar que os itens lexicais pertencentes a uma determinada língua determinam aspectos ligados às crenças, aos costumes e, de forma específica neste estudo, às características sexuais de seus indivíduos. Dessa maneira, realizamos uma investigação para verificar e comprovar a existência de um léxico capaz de revelar as possíveis diferenças de gênero no Brasil. Selecionamos, a seguir, para compor nosso corpus, publicidades impressas voltadas ao sexo masculino ou nas quais ele é o protagonista, extraídas da revista Veja, versão impressa e/ou online, entre os anos de 2006 e de 2011. Essa escolha partiu do pressuposto de que os publicitários responsáveis pela construção dos textos escritos direcionam-nos a um público-alvo cada vez mais específico nas campanhas publicitárias de seus clientes, pois, assim, podem conduzir, com mais acuidade, os potenciais consumidores à decisão de compra. Com essas publicidades, também pudemos constituir os conceitos que fariam parte de nosso produto, os quais denominamos de léxicos-marketing, ou seja, unidades-conceito representativas de um segmento de mercado. Para a composição e análise do repertório lexical da nossa proposta lexicográfica, utilizamos a metodologia veiculada pela Linguística de Corpus, por meio do programa Wordsmith Tools, principalmente, as ferramentas WordList... / he main objective of this dissertation is the development of a prototype dictionary for advertising copywriters, consisting of lexicon targeted at males. The production of this work is based on the fact that research in lexicography that relates cultural aspects to the lexicon have demonstrated the importance that lexical units play in the transmission and reception of knowledge about the characteristics of a society. This observation allows considering that the lexical items belonging to a certain language determine the aspects related to beliefs, customs and, specifically in this study, the sexual characteristics of its individuals. Thus, we conducted an investigation to verify and prove the existence of a lexicon capable of revealing the possible gender differences in Brazil. For this, theoretical studies in the areas of Lexicology, Sociology and Sociolinguistics confirmed our propositions. We chose then, for the selection of our corpus, print advertisements targeted at males or in which they are the protagonists, extracted from Veja magazine, print and/or online, between the years of 2006 and 2011. This choice was made based on the hypothesis that advertising writers‟ goal is to appeal with their campaigns to an audience that‟s increasingly more specific and be able to lead, these potential consumers more accurately to a purchase. With these advertisements, we also compose the concepts that would be part of our product that we call Marketing Lexicon, which are lexical units representing a market segment. For the description and analysis of lexicon of our prototype, we use the methodology applied by Corpus Linguistics, through the program Wordsmith Tools. Within this perspective, we employ the WordList‟s tools, with the goal of providing lists of lexical items that would be used in the product and the Concord, to understand the... (Complete abstract click electronic access below)

Orientador: Murilo César Soares / Banca: Maximiliano Martin Vicente / Banca: Roberto Reis de Oliveira / Resumo: Este trabalho apresenta uma análise sobre a abordagem das relações de consumo e meio ambiente. Como estas são apresentadas pelas empresas em seus anúncios publicitários. Para esta análise propõe-se um breve histórico para compreender como o tema meio ambiente tornou-se atrativo ao público geral (e isto foi proporcionado pelas ações da ONU e outros órgãos relacionados à temática no Brasil). Propõe-se a apresentar a relação entre marketing, publicidade e a comunicação para o consumo, e consumo sustentável. Para a análise recorre a uma breve revisão bibliográfica sobre a retórica nos textos e nas imagens para melhor compreender e desenvolver a análise. Elegemos as edições 2013 e 2014 da revista anual Guia Exame de Sustentabilidade, um breve histórico desta revista para seleção dos anúncios e empresas anunciantes para a análise. Propõe-se a elaborar análise de cada anúncio e dos textos nas páginas institucionais das empresas anunciantes com objetivo de compreender como as empresas apresentam sua relação com o meio ambiente nestas comunicações, "acerca" da retórica textual e imagética apresentadas e observando a existência de tendência ou padrão entre as mesmas. / Abstract: This work presents an analysis on the approach of the relations of consumption and environment. As these are presented by the companies in their commercials. For this analysis we propose a brief history to understand how the environment theme became attractive to the general public (and this was provided by UN actions and other bodies related to the issue in Brazil). It proposes to present the relationship between marketing, advertising and communication for consumption, and sustainable consumption. For the analysis it uses a brief bibliographical revision on the rhetoric in texts and in the images to better understand and to develop the analysis. We have chosen the 2013 and 2014 editions of the annual magazine Guia Exame de Sustentabilidade, a brief history of this magazine for the selection of advertising and advertising companies for the analysis. It proposes to prepare an analysis of each advertisement and of the texts in the institutional pages of the advertising companies in order to understand how companies present their relationship with the environment in these communications, "approximates" the textual and imagery rhetoric presented and observing the existence of a tendency or pattern between them. / Mestre

Orientador: Claudia Zavaglia / Banca: Angélica Karim Garcia Simão / Banca: Fátima Aparecida dos Santos / Banca: Paola Giustina Baccin / Banca: Vivian Regina Orsi Galdino de Souza / Resumo: A presente tese tem como objetivo a elaboração de um protótipo de dicionário para redatores publicitários, constituído de unidades lexicais voltadas ao público masculino. A produção dessa obra fundamenta-se no fato de que as pesquisas em Lexicografia que relacionam aspectos culturais ao léxico têm demonstrado a importância que esse tipo de unidade desempenha na transmissão e na recepção de conhecimentos a respeito das características de uma sociedade. Essa constatação permite ponderar que os itens lexicais pertencentes a uma determinada língua determinam aspectos ligados às crenças, aos costumes e, de forma específica neste estudo, às características sexuais de seus indivíduos. Dessa maneira, realizamos uma investigação para verificar e comprovar a existência de um léxico capaz de revelar as possíveis diferenças de gênero no Brasil. Selecionamos, a seguir, para compor nosso corpus, publicidades impressas voltadas ao sexo masculino ou nas quais ele é o protagonista, extraídas da revista Veja, versão impressa e/ou online, entre os anos de 2006 e de 2011. Essa escolha partiu do pressuposto de que os publicitários responsáveis pela construção dos textos escritos direcionam-nos a um público-alvo cada vez mais específico nas campanhas publicitárias de seus clientes, pois, assim, podem conduzir, com mais acuidade, os potenciais consumidores à decisão de compra. Com essas publicidades, também pudemos constituir os conceitos que fariam parte de nosso produto, os quais denominamos de léxicos-marketing, ou seja, unidades-conceito representativas de um segmento de mercado. Para a composição e análise do repertório lexical da nossa proposta lexicográfica, utilizamos a metodologia veiculada pela Linguística de Corpus, por meio do programa Wordsmith Tools, principalmente, as ferramentas WordList... (Resumo completo, clicar acesso eletrônico abaixo) / Abstract: he main objective of this dissertation is the development of a prototype dictionary for advertising copywriters, consisting of lexicon targeted at males. The production of this work is based on the fact that research in lexicography that relates cultural aspects to the lexicon have demonstrated the importance that lexical units play in the transmission and reception of knowledge about the characteristics of a society. This observation allows considering that the lexical items belonging to a certain language determine the aspects related to beliefs, customs and, specifically in this study, the sexual characteristics of its individuals. Thus, we conducted an investigation to verify and prove the existence of a lexicon capable of revealing the possible gender differences in Brazil. For this, theoretical studies in the areas of Lexicology, Sociology and Sociolinguistics confirmed our propositions. We chose then, for the selection of our corpus, print advertisements targeted at males or in which they are the protagonists, extracted from Veja magazine, print and/or online, between the years of 2006 and 2011. This choice was made based on the hypothesis that advertising writers‟ goal is to appeal with their campaigns to an audience that‟s increasingly more specific and be able to lead, these potential consumers more accurately to a purchase. With these advertisements, we also compose the concepts that would be part of our product that we call Marketing Lexicon, which are lexical units representing a market segment. For the description and analysis of lexicon of our prototype, we use the methodology applied by Corpus Linguistics, through the program Wordsmith Tools. Within this perspective, we employ the WordList‟s tools, with the goal of providing lists of lexical items that would be used in the product and the Concord, to understand the... (Complete abstract click electronic access below) / Doutor

Orientador: Pelópidas Cypriano de Oliveira / Banca: Sergio Regis Moreira Martins / Banca: Clice Toledo Sanjar Mazzilli / Resumo: As produções culturais contemporâneas atuam umas sobre as outras, num incessante processo de multirreferenciação. Duas das mais ativas, nesse sentido, são a arte e a publicidade. Este trabalho nasceu a partir da constatação desse intenso inter-relacionamento entre esses ramos e da necessidade de procurar entender como se processam a apropriação, a ressignificação e a miscigenação de elementos da arte pela publicidade e vice-versa, bem como sua influência sobre o ambiente cultural, sobre o leitor e sobre as próprias atividades. Este estudo procura analisar os processos e os procedimentos técnicos, estéticos e semânticos que são utilizados pela publicidade com influência da arte, especialmente da produção artemidiática. Ainda intenta entender o uso que as Artes Visuais fazem da publicidade e das manifestações culturais massivas. Além da base de pesquisa bibliográfica, foram tomadas como matriz para esse estudo análises de diversas peças publicitárias, procurando-se apreender a influência artística presente nelas. Também foi realizada uma pesquisa junto a profissionais da publicidade, levantando seus processo de criação e a utilização da arte nesse ambiente. Além disso, foi produzida uma série de peças de arte fundamentadas na publicidade, com o obvjetivo de entender os diálogos e as influências recíprocas de uma forma empírica. Esta pesquisa está publicada na revista digital ARTVERTISING (www.artvertising.com.br), tornando-se ponto de partida conceitual e estético para uma discussão constante sobre as interações entre arte e publicidade / Abstract: The contemporary cultural productions influence one another in a ceaseless process of multi-referencing. Two of the most active in this sense are art and advertising. This work started from de observation of this intense interrelationiship between these segments and the need to understand how functions the appropriation, the reframing and the elements miscegenation from art to advertsing and vice versa, as well as its influence on the cultural environment, on the reader and on those activities themselves. This study seeks to evaluate the processes and technical, aesthetics and semantics procedures used by advertsing with art influence, especially from mediatic art production. And also tries to understand how Visual Arts uses advertising and cultural mass events on their work. In addition to bibliogragraphic research, analysis of several advertisements were taken as the bais for this study, aiming to extract the artistic influence on them. A survey with advertising professionals was also carried out, looking up their creation process and use of art in this environment. Furthermore, the author has produced a series of artworks based in advertising, in order to understand the dialogues and the reciprocal influences empirically. This research is published in the digital magazine ARTVERTISING (www.artvertising.bom.br), becoming a conceptual and aesthetic starting point to a constant discussion about the interaction between art and advertising / Mestre

M.Ed. / External relations is a product of the twentieth century and at school it should also be regarded as a worthy management concern, apart from other management functions. The term external relations (public relations) needs to be closely defined. It refers to relations between an organisation (a school, in this instance) and all persons and institutions outside the organisation. The organisation's attitude towards instances outside itself, is of the utmost importance. In this respect the school's task is important as it has to establish and maintain relations with the community. The community's image of a school is either positive or negative depending on its experiences with the school. The contribution of participants to the external relations programme, i.e. principal, teacher, pupil and the community (especially the parent), is of cardinal importance. The principal is the key communicator and through effective management activities he has to establish the necessary communications network, to ensure community trust in the school. It is of utmost importance to inform all those concerned of school activities which concern them. Dialogue strengthens public trust and promotes public participation. Due to this the school has to identify its most important relations (both internal and external), as it is necessary to maintain positive relations with certain persons and institutions. Oral and written communications procedures should be thoroughly utilised by the school to convey information concerning the school to parents and the community. A few guidelines for effective feed back, without which the school's external relations programme certainly won't succeed, are introduced. Effective management is any organisation's key to success. The principal's influence in the inisiation, planning, implementing and execution of the external relations programme is of cardinal importance. An open climate should be created and the school should be characterised as being healthy. Therefore moving out, pupil participation in community projects and, above all, the principal's contact with community leaders are important. The principal should continuously remind teachers and pupils of the importance of external relations. The relationships between principal and teacher and teacher and pupil cannot be disregarded as they definitely influence the image portrayed by the school and the promotion of external relations. Basic guidelines for successful communication with the community have to be set and each principal should evaluate these according to his school's specific situation. Suggestions on how to promote awareness of the importance of external relations at school and in the community, are submitted. The principal and teacher must be equipped with the necessary knowledge of communication with the external community. The principal should realise the importance of external relations. It is a time consuming process which has to be maintained

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The diploma thesis deals with the principle of material publicity in the context of land law. This principle was reintroduced into the domestic legal system as a part of the recodification of private law. The principle of material publicity (the protection of public good faith) has restored a faith in records in public registers, thereby providing protection to an acquirer in good faith who may acquire a property from a non-entitled person under certain legal conditions. With the adoption of the Civil Code, a case-law dispute between the Constitutional Court and the Supreme Court was settled and the principle nemo plus iuris ad ali transferre potest quam ipse habet, which the previous regulation consisted in, was broken. However, the legal effects of material publicity do not work indefinitely, but under certain conditions. A significant part of the thesis is devoted to the explanatory problems associated with them. The crucial condition may be to designate a good faith on the part of the acquirer, which must be assessed in the light of all the circumstances of the case, i.e. objectively. The thesis also includes an analysis of the relevant judicial decisions of the Supreme Court of the Czechoslovak Republic concerning cases in which the good faith of the acquirer was excluded. Due to the absence...

This study is a qualitative evaluation of generated and nongenerated publicity using Unisa as a case study over a period of six months. The qualitative data were quantified through the use of content analysis. The study takes as its point of departure the importance of an integrated marketing communication approach. It indicates how an integrated marketing communication approach can secure that an organisation's publicity efforts contribute effectively to its marketing objectives. In addition, it indicates that an organisation can also deal with nongenerated, negative publicity much more effectively within such an approach. This study establishes that because Unisa did not adopt an integrated marketing communication approach, it had a detrimental effect on its efforts to generate publicity as well as on its efforts to deal with negative publicity. These findings are discussed in terms of specific criteria for generated and nongenerated publicity within an integrated marketing communication approach. / Communication Science / M. A. (Communication)

In this paper I attempt to address an interpretive difficulty that surrounds Hegel's position in the history of jurisprudence. After a brief overview of Hegel's project, I outline the first two sections of the Outlines of the Philosophy of Right in order to support my argument that Hegel advocates a natural law theory of legal validity. I then show that confusions regarding Hegel's place in the history of jurisprudence arise from his view that the ethical evaluation of laws is limited (with some exceptions) to procedural laws that govern the enactment and recognition of laws in the administration of justice. I end by providing Hegel's distinctive argument for legal publicity, which he takes to be essential for the enactment and recognition of valid law.