Orientador: Mauricius Martins Farina / Dissertação (mestrado) - Universidade Estadual de Campinas, Instituto de Artes / Made available in DSpace on 2018-08-08T02:43:15Z (GMT). No. of bitstreams: 1 Silva_MauricioPinheiroda_M.pdf: 16297771 bytes, checksum: b276b5c5408a4908861c267e16f36393 (MD5) Previous issue date: 2006 / Resumo: Esta pesquisa teve por finalidade refletir sobre a subversão da significação da mensagem publicitária convencional, que reforça padrões e comportamentos idealizados pela sociedade, por meio da imagem fotográfica. Dois anúncios foram analisados: o primeiro, retirado da Campanha pela Real Beleza, desenvolvida para a marca de produtos de beleza Dove; o segundo, retirado das campanhas criadas por Oliviero Toscani, entre 1982 e 2000, para a marca italiana Benetton. Como instrumento de análise foi utilizada a semiologia proposta por Roland Barthes, baseada no processo de significação da linguagem. Os resultados apontam que a identificação dos aspectos culturais, necessários para a compreensão (significação) das imagens presentes nos anúncios, está diretamente ligada à subversão da mensagem publicitária quanto à intenção de despertar e chamar a atenção dos consumidores, motivando-os a uma ação positiva de consumo por meio da significação diferenciada da imagem fotográfica (valores questionados por essa mensagem publicitária) / Abstract: The purpose of this research was to show how the meaning of the conventional advertising message, which reenforces the standards and behaviours practiced by socie~y, is subverted by photographic imagery. Two advertisements were analised: one taken from the Real Beauty Campain developed by Dove beauty products and another taken from the campains created by.Oliviero Toscani, between 1982 to 2000, for the Italian brand Benetton. Roland Barthes's semiology proposal, which is based on the language meaning proposal, was used as a method of analysis. The results show that the identification of the cultural aspects necessary for the understanding of the images shown in the advertisements, are direct1y related!to the subversion of the advertising message, when the intention is to get the attention of the consumers. This, as a result, causing them to take a buying decision due to the differentiated meaning of the photographic image (values questioned by the advertisement message) / Mestrado / Multimeios / Mestre em Multimeios

Försvarsmakten spenderar årligen stora finansiella medel på diverse reklamkampanjer i syfte att marknadsföra sig samt för att locka nya individer till yrken som Försvarsmakten tillhandahåller. Något som såklart är ett behov vid en yrkesarmé. Syftet med studien har varit att redogöra för vilket budskap Försvarsmaktens reklamkampanjer sänder ut, vad i dessa som förespråkar samt om det finns faktorer som verkar mottsättande för den militära professionen och Försvarsmakten. För att utreda detta har en kvalitativ studie bedrivits genom att tillämpa Norman Faircloughs kritiska diskursanalys kompletterad av bildanalys baserad på semiologi samt teorier om medias påverkan och medieretorik. Studien har resulterat i att Försvarsmaktens reklamkampanjer vill uppmana sin mottagare att ta ställning till de olika situationer som gestaltas samt att försöka ta sig innanför konsumentens personliga sfär. Alla kampanjer kan på olika vis kopplas till Försvarsmaktens värdegrund där konceptet ÖRA - öppenhet, resultat samt ansvar- är centralt. Även kopplingar till visionen vi verkar, syns och respekteras har identifierats. Rörande media så anses kampanjerna hålla en lagom ton och nivå med tanke på dess mottagare och svenska Försvarsmaktens syn på jämlikhet och jämställdhet. / The Swedish Armed Forces annually spend large funds annually on various advertising campaigns to promote the organization and to attract people to the careers offered by the Swedish Armed Forces. Obviously, this needs to be done if you want to recruit for a professional army. The purpose of this study is to examine the message of the Swedish Armed Forces advertising campaigns, what of those who advocate and whether there are factors that seem counter-appointment of the military profession and the Swedish Armed Forces. Consequently, a qualitative study is conducted to explore the campaign material, applying Norman Fairclough’s critical discourse analysis supplemented by a semiologic analysis of the images, as well as the theories of media influence and media rhetoric. The results of the study suggest that the Swedish Armed Forces campaigns are aimed at inviting its recipients to respond to the various situations portrayed, thus trying to penetrate the consumer's personal sphere. All campaigns can in various ways be linked to the Swedish Armed Forces core values ​​where the concept - transparency, performance and accountability - is central. Moreover, connections to the Armed Forces vision; units operate, are seen and respected in Sweden and abroad have been identified. As far as media is concerned the commercials are regarded to hold an appropriate tone considering the target audience and Swedish Armed Forces view on equal rights and gender equality.