Submitted by Kilvya Braga (kilvyabraga@hotmail.com) on 2018-05-17T10:49:40Z No. of bitstreams: 1 ÍTALO DE PONTES OLIVEIRA - DISSERTAÇÃO (PPGCC) 2016.pdf: 33546863 bytes, checksum: 0b99d0716a5d1a549da058633972dc99 (MD5) / Made available in DSpace on 2018-05-17T10:49:40Z (GMT). No. of bitstreams: 1 ÍTALO DE PONTES OLIVEIRA - DISSERTAÇÃO (PPGCC) 2016.pdf: 33546863 bytes, checksum: 0b99d0716a5d1a549da058633972dc99 (MD5) Previous issue date: 2016 / CNPq / A Sinalização Digital consiste na transmissão de conteúdo via mídia digital, sendo normalmente utilizada por meio de painéis informativos dispostos em locais públicos para despertar a atenção dos espectadores. A pesquisa descrita nesta dissertação, consistiu em criar um aparato para exibição de vídeos e gravação do ambiente, análise e modelagem da atenção dos espectadores quanto à exibição de vídeos em um cenário de sinalização digital. No estudo, foram utilizadas ferramentas de visão computacional para categorizar os espectadores por gênero e faixa etária. A partir do registro dos anúncios exibidos e da classificação dos espectadores foram automaticamente construídas Redes Bayesianas, as quais representaram corretamente o perfil dos espectadores com área sob a ROC de 0,82. Durante a realização da pesquisa,foram evidenciadas lacunas na validação de classificadores de idade utilizando imagens de faces. Para tratar tais lacunas,uma abordagem de estratificação de faixas etárias foi proposta para treinar uma rede neural que obteve desempenho superior ao estado da arte,que foi de 72% quando validado na base de faces MORPH. Para que fosse possível realizar esta pesquisa, devido à inexistência de uma base de vídeos disponível publicamente com rótulos categorizando seus conteúdos, foi criada uma base de vídeos contendo 152 vídeos rotulados manualmente em seis categorias. As análises dos vídeos dos espectadores utilizando as imagens de suas faces e a classificação de tais imagens em relação ao gênero e a idade indicou que indivíduos pertencentes a categorias diferentes dedicam diferentes graus de atenção a vídeos diferentes. Assim, o sistema desenvolvido pode ser utilizado na categorização dos espectadores, para exibição de anúncios de forma automática como forma de auxílio na alocação do tempo de exibição das empresas anunciantes, dentre outras aplicações. / DigitalSignageconsistsincontenttransmissionbydigitalmedia,veryoftenusinginformative panels displayed in public places for audience attention arouse. The research described in this dissertation, consists in creating a method for video display, environment recording, and attention modeling in video display for digital signage scenarios. In this study, computer vision tools were used to categorize audience by gender and age group. Bayesian Networks were automatically builtusing there cords obtained from transmittedads, in which the correct audience profile representation had area under the curve (AUC) of 0.82. When performing this research, it were observed gaps in validation of age classifiers using faces. To address these deficiencies, an age stratification approach was proposed to train a neural network that achieved superior performance in comparison with the state of the art which was 72% when validated on the MORPH face dataset. To make it possible to carry out this research, due to the lack of a publicy available dataset of labeled videos, a video dataset was created containing 152 videos manually labeled in six categories. The analysis of the faces of the viewer and the classification of such images with respect to gender and age indicated that the individuals belong to different categories that dedicated varying degrees of attention todifferentvideos. Thus,thesystemdevelopedcanbeusedinthecategorizationofthespectators, for automatically transmitted advertisements as a way to aid in the allocation of time for the transmission of advertising companies, among other applications.

數位時代來臨，過去在戶外見到的傳統招牌廣告、商店內張貼的紙本海報，或是速食店(Quick Service Restaurant)的菜單，現在都漸漸由數位看板取代。根據Global Industry Analysts的預測，2017年全球數位看板市場規模約為138億美元。宏碁自建雲部門於2012年起致力於發展雲端相關之產品，看好數位看板的高成長性，宏碁將數位看板與自身雲端系統結合，在德國成功銷售了8,000台數位看板解決方案。2017年，宏碁取得前線媒體的影像辨識感應器技術，並將其應用到宏碁智雲看板解決方案上，讓「眼球經濟」商業化，成為創新的商業模式。透過積極的入股和策略聯盟，宏碁不斷優化自身的銷售組合以及商業模式，希望將營運宏碁智雲看板的Acer Being Signage Gmbh德國子公司成為宏碁自建雲第一個上市的事業體。 本研究將探討宏碁智雲看板的商業模式，同時，給予其建議，使其能與競爭者差異化以達到目標所需之銷售量。 / Digital transformation age has come. Digital Signage replaced the traditional out-of-home media such as plastic advertising signs, posters in stores and paper menus in quick service restaurants. According to the estimation by Global Industry Analysts, Digital Signage Market value in 2017 is about 13.8 billion USD. Acer BYOC department focused on developing cloud-based related products. Considering the high potential of digital signage, Acer BYOC combined cloud technology with signage, and successfully sold 8,000 digital signage solution in Germany by its subsidiary Acer Being Signage GmbH. In 2017, Acer BYOC acquired the technique of Behavior Tracking System from Pilot TV and applied it on the digital signage solution. Acer commercialize “eye economy” into its business model for innovation. By altering and fine-tuning its product mix and business model, Acer hope that Acer Being Signage GmbH could be the first listing business unit in BYOC. This thesis will discuss about Acer ‘s current business model, as well as offering suggestions so that Acer can be differentiated from its competitors and increase the sales volume.

Os parques urbanos Sul-Americanos guardam reminiscências históricas e culturais cristalizadas em seus espaços naturais, nos monumentos e obras erigidas. A mensagem resultante desse universo visual pode ser utilizada para transmissão de conhecimento acerca do patrimônio local, mas requer um meio eficiente de comunicação para transformar esse potencial em informação clara e precisa, para entendimento e consumo dos usuários. Conforme constatado na analise dos projetos de sinalização visual ambiental do Parque Estadual Serra da Cantareira em São Paulo (Brasil), Güirã-Oga em Misiones, (Argentina) e Jardim Botânico no Rio de Janeiro (Brasil), os sistemas sinaléticos compostos por imagens e textos elaborados a partir da leitura e síntese do repertório local além de informar, direcionar e orientar, ainda provocam no usuário a reflexão crítica sobre as questões do patrimônio, com repercussão positiva para todo sistema. Dessa idéia, deriva a elaboração de diretrizes gerais para projetos de sinalização visual ambiental para parques urbanos Sul-Americanos, com o propósito de irradiar conhecimento sobre as paisagens naturais e culturais dos países da América Latina e em conseguinte, obter os benefícios inerentes como proteção e conservação. Para subsidiar a elaboração de diretrizes, uma base analítica de parques urbanos será planificada a partir da analise comparativa dos Parques Metropolitano de Santiago (Chile), do Ibirapuera de São Paulo (Brasil), Tres de Febrero de Buenos Aires (Argentina) e Del Prado de Montevidéu (Uruguai). Os métodos e práticas utilizados para as leituras dos parques se referem ao conjunto de multimeios propalados por Kevin Lynch (1988) na criação de urban design para cidades americanas. / The South American urban parks keep both historical and cultural reminiscences that are crystallized in their natural areas, in their monuments, and in their architecture. On the one hand, the message one acquires from this visual universe may be used to transmit knowledge about the local patrimony; however, it requires efficient communication means to transform this potential into clear and accurate information that leads to users\' understanding and consume. As verified in the visual environmental signage projects of Parque Estadual Serra da Cantareira in São Paulo (Brazil), Güirã-Oga in Misiones (Argentina), and of the Botanic Garden in Rio de Janeiro (Brazil), the signal systems - composed of images and texts based on research conducted in those areas and on the synthesis of the gathered information - not only inform, direct, and guide, but also lead users to make critical reflection on questions related to the patrimony, with consequent positive effects on the system as a whole. This idea is the basis from which visual environmental projects for South American urban parks are derived aiming to disseminate knowledge about natural and cultural landscapes of Latin American countries, and as a result, obtain the inherent benefits such as protection and conservation. In order to subsidize the elaboration of guidelines, an analytical basis for the urban parks will be planned based on a comparative analysis of the Parque Metropolitano in Santiago (Chile), Ibirapuera in São Paulo (Brazil), Tres de Febrero in Buenos Aires (Argentina), and Del Prado in Montevideo (Uruguay). The methods and practices chosen to research and analyze the parks comply with Kevin Lynch\'s set of multimedia (1960) used for creating the urban design for American cities.

Gustaf Fröding hotell behöver en smidigare lösning för att uppdatera och visa information om konferensbokning. De använder sig idag papperskyltar för att informera och vägleda kunder till konferensrummen. Pappersskyltarna ska ersättas med surfplattor för att bland annat ge bättre intryck på deras kunder. Surfplattorna behöver en applikation för att ta emot och visa materialet. Vi utvecklade en prototyp för detta ändamål som sedan ska användas för vidareutveckling av systemet. Denna uppsats beskriver vår utveckling av denna applikation. Resultatet blev en webbapplikation skriven i ASP.NET MVC som är baserad på Gustaf Fröding hotells behov. Webbapplikationen har administrativa funktioner för sammansättning av media, vilket skapar presentationer. Surfplattor kopplar upp sig till webbapplikationen via en unik URL som visar tilldelad presentation. Applikationen levererades och beslutet om vidareutveckling är ännu inte bestämt. / Gustaf Fröding hotel needs a smother agile solution for updating and displaying the information on conference booking. They currently use paper signs to inform and guide customers to the conference rooms. These paper signs are going to be replaced by tablets to create a better impression for their customers. The tablets need an application for receiving and displaying material and we developed a prototype for this purpose. This prototype will be used for further development of the system. This dissertation describes our development of this application. The result of the project is a web application written in ASP.NET MVC based on Gustaf Fröding hotels requirements. The web application has administrative functions for the composition of media, creating presentations. Tablets connect to the web application via a unique URL that displays the assigned presentation. The application was delivered but the decision of further development has not yet been made.

Impulse buying is a widely pervasive phenomenon. Statistics shows that more and more shoppers are experiencing irresistible urge to purchase unplanned and in most cases unnecessary product. Existing researches fall short in identifying most suitable tools that marketers can adopt in order to promote impulsive sales. Therefore, this thesis provides deep analysis of those, controllable factors that influence impulse buying. Particularly four external cues are examined: product display, promotional signage, sensory elements and social atmospherics. Research has deductive approach. First, existing academic articles and research papers are analyzed. Then two different methods of primary data collection are covered. Self-reported online survey is used as a main research tool. Received data of 193 respondents is analyzed in SPSS software using Pearson correlation test and standard multiple regression analysis. Results of store experiment and interviews are covered next. The research concludes that product display has strongest impact on impulse buying, influences and encourages consumer unplanned purchase decisions. Thus, marketers are advised to promote product presentation in the stores.

El presente trabajo se enfoca en “el uso de la señalética, como un elemento del visual merchandising, dentro del punto de venta de las tiendas de conveniencia, en relación a la intención de compra en jóvenes de 20 a 35 años de edad que residen en Lima Norte”. Teniendo como objetivo determinar la relación de los elementos Point of purchase de la señalética: Carteles, Display, Jalavistas, Adhesivos, Pop Up y etiquetas, con la intención de compra. La estructura del trabajo se dividió en: Introducción, Marco Teórico, metodología y conclusiones. La metodología de la investigación es descriptivo correlacional. Se realizaron 2 investigaciones: Cualitativa y cuantitativa. El estudio cualitativo se centró en la realización de 2 entrevistas a expertos en Visual Merchandising en tiendas de conveniencia. También, se realizaron 2 focus group, con participación del target. Para el estudio cuantitativo, se realizaron 180 encuestas, los cuales tenían preguntas filtro para que sólo sean respondidas por el target. Todas estas investigaciones, dieron como resultado que 3 de los elementos de la señalética (carteles, pop up y jalavistas) tienen relación con la intención de compra, siendo el cartel el elemento con mayor relación. Para tener este resultado, se utilizó el programa IBM SPSS. De la misma manera, se concluye que es sumamente importante la implementación de los carteles, pop up y jalavistas, en el punto de venta de estos formatos, con la finalidad de brindar una mejor experiencia de compra a los clientes e influir en su intención de compra, logrando mejorar las ventas. / This paper focuses on “the use of signage, as an element of visual merchandising, within the point of sale of convenience stores, in relation to the purchase intention in young people between 20 and 35 years of age who reside in North Lima”. Aiming to determine the relationship of the Point of purchase elements of the signage: Posters, Display, Jalavistas, Stickers, Pop Up and labels, with the purchase intention. The structure of the work was divided into: Introduction, Theoretical Framework, methodology and conclusions. The research methodology is descriptive correlational. 2 investigations were carried out: qualitative and quantitative. The qualitative study focused on conducting 2 interviews with experts in Visual Merchandising in convenience stores. Also, 2 focus groups were held, with the participation of the target. For the quantitative study, 180 surveys were carried out, which had filter questions so that they are only answered by the target. All these investigations resulted in that 3 of the signage elements (posters, pop up and jalavistas) are related to the purchase intention, with the poster being the element with the greatest relationship. To achieve this result, the IBM SPSS program was used. In the same way, it is concluded that it is extremely important to implement posters, pop up and jalavistas, at the point of sale of these formats, in order to provide a better shopping experience to customers and influence their intention to purchase. purchase, managing to improve sales. / Trabajo de investigación

La presente investigación se realizó en el Parque Zonal Cahuide en el distrito de Ate Vitarte, con el apoyo del administrador quien manifestó que la señalética con laque cuenta el parque actualmente no se encuentraen una ubicación adecuada e incluso en ciertas áreas del parque no existe señalización alguna por no contar con presupuesto asignado por SERPAR ni por la Municipalidad de Lima, todo debe de salir de los propios recursos económicos que genera el parque a razón del cobro para el ingreso de los usuarios, alquiler de los campos deportivos, entre otros ingresos que se generan.El diseño gráfico permite aplicar todos los conocimientos en el campo dela comunicación visual transmitiendo la información a través de imágenes o símbolos.Esta propuesta gráfica consiste en la realización de una aplicación de realidad virtual colocado en la web de SERPAR que mediante el recorrido de tomas fotográficas el usuario conozca los distintos atractivos con los que cuenta el parque y persuadir a más usuarios a visitarlo, de tal manera cuando las personas acudan de manera presencial no llegue a perderse ni desorientarse. A través de la página web de SERPAR en la sección noticias se publicará un post para generar mayor difusión y concurrencia, por ende, mayores ingresos para el mantenimiento colocación o reubicación de la señalética.Concluyendo que esta aplicación tiene viabilidad para ser aplicada en un futuro. / This investigation was carried out in the “Parque Zonal Cahuide”, located in the district of Ate Vitarte. With the support of the administration, who stated that the signage that the park currently has, is not in a suitable location, and even it doesn’t exist in certain areas. This happens for nothaving a budget assigned by SERPAR or the Municipality of Lima. Everything must come from the own economic resources, usually generated by the entrance ticket that user of the park must pay, the rent of the sports fields, among other incomes.Graphic design allows to apply all the knowledge in the field of visual communication, transmitting information through images or symbols.This graphic proposal consists of the realization of a virtual reality application placed on the SERPAR website that, through the tour of photographic shots, the users will know the many attractions that the park has and persuades more new users to visit it. In such a way, when people attend in person the won’t get lost or disoriented.Through the SERPAR website, in the news section, a post will be published to generate greater dissemination and attendance, therefore, higher income for the maintenance, placement or relocation of the signage.Concluding that this application is viable to be applied in the future. / Trabajo de Suficiencia Profesional

En la presente investigación se hace uso de las herramientas brindadas por el diseño gráfico para resolver un problema de comunicación visual enfocado en un sistema de orientación ineficaz, en la Villa Deportiva Regional del Callao. Este problema ocasiona que sus usuarios inviertan demasiado tiempo al recorrer el espacio lo que los perjudica en la realización de sus actividades. Por ello, el principal objetivo es demostrar que el diseño es un medio eficaz de resolución de problemas, para ello se hizo uso de las herramientas que brindan el wayfinding, el diseño cartográfico, el diseño háptico, el diseño gráfico ambiental la señalética y el UX/UI para crear una respuesta multicanal al problema presentado. Es decir, proponer un sistema de orientación que actúe eficazmente teniendo en cuenta las necesidades de los usuarios y del espacio. El tipo de investigación es experimental, además se utilizó un enfoque mixto ya que se utiliza el método cuantitativo y cualitativo. Tras la realización de prototipos y pruebas se definió que la propuesta presentada responde de manera eficiente al problema presentado. / This dissertation analize and use the tools provided by graphic design to solve a visual communication problem focused on an ineffective orientation system, in the Callao Sports Village. This problem causes a waste of time for its users because they spend too much time traveling the space, and sometimes can not arrive to their class on time. For this reason, the main objective is to demonstrate that design is an effective means of solving problems, for this investigation were used the tools that provide wayfinding, cartographic design, haptic design, environmental graphic design, signage and UX. / UI to create a multichannel response to the problem presented. The objective, to propose an orientation system that acts effectively taking into account the needs of the users and the space. The type of research is experimental, in addition a mixed approach was used beccause the quantitative and qualitative method is used. After carrying out prototypes and tests, it was defined that the proposal presented responds efficiently to the problem presented. / Trabajo de Suficiencia Profesional

Dagens textilindustri står inför ett problem där det produceras för mycket kläder i relation tillefterfrågan. Den höga konkurrensen i branschen förutsätter att företagen använder sig av kampanjer och realisationer för att få varorna sålda. Trots detta rapporterar flertalet företag att de inte lyckats sälja slut reavarorna vilket har lett till minskade marginaler. Den här studien kommer att undersöka hur skyltning i butik påverkar konsumenternas uppmärksamhet vidshopping på rea. De två aspekterna undersökningen kommer utgå från är färgens och budskapets inverkan på uppmärksamheten. Tidigare forskning påvisar att skyltning är ett effektivt sätt att locka kunder till butiker. Vid utformningen av skyltningen bör företagen ta hänsyn till kundsegmentet eftersom konsumenter tenderar att respondera olika beroende på vilket sätt ett budskap är utformat. Studien baseras på ett kontrollerat experiment med ett tekniskt verktyg, eyetracking. Experimentet utfördes i en klädbutik eftersom en naturlig shoppingupplevelse eftersträvades. En kompletterande enkät användes för att samla in den information eyetracking-glasögonen inte kunde generera. Resultatet av studien visar att konsumenter tittar på skyltningen vidshopping på rea. Gällande budskapet på skylten framgår det att procentavdrag är mest attraktivt då dessa skyltar givits mest uppmärksamhet. Studien visar även att en grå skyltfångar konsumenternas uppmärksamhet i större utsträckning än en röd. / Today’s textile industry faces a problem as it produces too much clothing in relation to the demand. The high level of competition in the industry require the companies to apply different campaigns and sales to successfully sell off the products. Despite this, several companies report that they have failed to sell off their discounted products which has resulted in reduced margins. This study will examine in-store signage and its impact on consumers’ attention when shopping reduced price products. The two aspects the study will proceed from are the effect of the colour and the message on consumers’ attention. Previous studies demonstrate that signage is an effective approach of attracting customers to stores. When it comes to the framing of signs, companies should consider customer segment since customers tend to respond differently depending on how a message is framed. The study is based on a controlled experiment with a technical tool, eye tracking. The experiment was conducted in a clothing store for the purpose of pursuing a real-world environment and experience. A complementary questionnaire was used to collect information that the eye tracking-glasses were unable to generate. The results of the study states that customers pay attention to signage when shopping discounted products. Regarding the choice of message framing, it appears that percentage promotions are most attractive due to the attention payed to these signs. The study also shows that the grey sign captured consumer attention to a greater extent than the red one. The study is a bachelor thesis written in Swedish.

No description available.