Submitted by Fabio Sobreira Campos da Costa (fabio.sobreira@ufpe.br) on 2017-05-02T13:54:54Z No. of bitstreams: 2 license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) Dissertação_Cacilda Rocha.pdf: 2113838 bytes, checksum: 349b3a96b2897b76b15485e6fd1e6f54 (MD5) / Made available in DSpace on 2017-05-02T13:54:54Z (GMT). No. of bitstreams: 2 license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) Dissertação_Cacilda Rocha.pdf: 2113838 bytes, checksum: 349b3a96b2897b76b15485e6fd1e6f54 (MD5) Previous issue date: 2016-02-29 / CAPES / Macrófitas submersas promovem atributos das comunidades zooplanctônicas mediante estrutura física, transparência da água, habitat, e abrigo de predadores. Enquanto competem por luz e nutrientes, afetando negativamente o crescimento do fitoplâncton atuando nas interações de controle base-topo e promovendo efeito de controle topo-base do zooplâncton. Pouco foi investigado sobre o papel da vegetação submersa nas interações do zooplâncton e fitoplâncton em áreas sobre influência de reservatório no semiárido brasileiro. Nesse sentido, de maneira a identificar principais lacunas e perspectivas para estudos futuros sobre as macrófitas e interações tróficas enfatizando buscas por estudos realizados na América do Sul, realizamos uma análise cienciométrica, e acreditamos que o número de artigos na área exibirá uma tendência crescente ao longo dos anos, onde a América do Sul apresentará participação significativa tanto no número de publicações quanto na cooperação internacional. Além disso, com a finalidade de investigar se nas áreas com pressões pelos usos em reservatório e solo, plantas submersas são afetadas positivamente, e estruturam riqueza e abundância para o zooplâncton, e suas interações afetam negativamente o fitoplâncton durante quatro períodos, coletamos evidências de efeitos de controle base-topo e topo-base de macrófitas sobre o plâncton. Para tanto, comparamos atributos de comunidades e nutrientes dissolvidos em bancos de plantas na zona litorânea e centros correspondendo à pelágica. Para análise Cienciométrica, acessamos publicações usando base de dados internacional entre 1980 a 2015. A coleta do material no campo mediante navegação pelas áreas em distâncias superiores de 3.5km, com coletas simultâneas da cobertura vegetal, comunidades planctônicas e nutrientes nitrogenados e fósforo total dissolvido. Áreas de cobertura das plantas submersas foram estimadas por medição da proporção de presença e ausência de espécies em 24 pontos em transectos paralelos às margens em área superior a 3.5 km. Coletamos 24 amostras do fitoplâncton e de nutrientes. Para o zooplâncton, realizamos amostragem composta da coluna d’água na vertical e horizontal através de arrastos totalizando 48 amostras. A Cienciometria mostrou que o número de pesquisas sobre essas interações tróficas cresceram nos últimos anos na América do Sul, com contribuições do Brasil, Argentina e Uruguai. O conhecimento sobre as interações tróficas em tem norteado abordagens técnicas e pesquisas científicas em países temperados para melhorar a qualidade da água e restaurar lagos e reservatórios eutrofizados, mas a América do Sul avançou pouco. Constamos que o maior volume de artigos indexados tratou sobre a dinâmica e estrutura das assembléias aquáticas, teias e interações tróficas, para as quaias reservatórios e áreas alagadas receberam pouca atenção. Grande número de estudoscontemplam toda comunidade aquática e interações entre macrófitas, fitoplâncton zooplâncton e peixes. Com relação à pesquisa de campo, a macrófitas ocorreram em alta densidade e cobertura vegetal em 12 pontos por baía (60%; 70%) a diferentes profundidades (2m a 6m). Nas baías, fósforo (médias= 0.03 e 0.05 mg/L) e nitrogênio (0.4 e 0.9 mg/L) apresentaram baixas concentrações. A transparência de Secchi foi alta nas duas baías (>3.8). O fitoplâncton teve riqueza de 17 táxons, dos quais Cyanophyta e Bacillariophyta foram mais representativos. Baixas densidades registradas refletiram nos baixos valores clorofilaa (médias= 9 e 12 µg/l). O zooplâncton apresentou alta dissimilaridade na riqueza (97 spp.) dos Rotifera, Cladocera e Copepoda e abundância relativa, com densidades variando significativamente na zona pelágica (24 a 2013 ind./m³) e litorânea (28 a 1260 ind./m³) de ambas as baías. Nesse contexto, confrontando esses resultados com os dados encontrados da vegetação, juntamente com as baixas concentrações de nutrientes dissolvidos, clorofila-a e alta transparência da água (Secchi), há forte indício da ocorrência de interações com controles base-topo e topo-base sobre o fitoplâncton. Nossos dados suportam a hipótese de prováveis efeitos dessas interações estejam contribuindo para a manutenção das condições de transparência da água nas baías, favorecendo baixa riqueza e biomassa algal. Uma vez que o conhecimento sobre as interações tróficas, particularmente as que ocorrem em cascata tem sido desenvolvido com sucesso em na reestruturação e restauração da qualidade da água em diversos países. Esta pesquisa contribui para o conhecimento das interações mediadas pelas macrófitas, sobre o zooplâncton e fitoplâncton em áreas de influência de reservatórios. Contudo, estudos na área das interações tróficas mediadas pelas macrófitas poderão ser direcionados de maneira a atenuar assimetrias internacionais, encorajando o aumento da produtividade científica na América do Sul. Esforços para restaurar as baías no entorno do reservatório no Brasil poderão ser despendidos usando técnicas combinadas para aumentar a qualidade da água e incrementar atributos das comunidades aquáticas. / Submerged macrophytes promote attributes of planktonic communities by physical structure, water transparency, habitat, and shelter from predators. As they compete for light and nutrients, affecting negatively the phytoplankton growing, mediated bottom-up and topdown control interactions of zooplankton. Little has been investigated on the role of submerged vegetation in the interactions of zooplankton and phytoplankton in areas of reservoir influence in the Brazilian semiarid region. In order to identify major gaps and perspectives for future studies of macrophytes and trophic interactions, emphasizing searches for studies in South America, we conducted a scientometric analysis. We believe that the number of articles in the area show an increasing tendency to over the years, where South America will present significant participation in both the number of publications and in international cooperation. In order to investigate the impact of land use areas surrounding reservoir in submerged plants on planktonic communities, during four periods, we collect evidence of bottom-up and top-down controls of macrophyte on plankton. Our hypothesis is that the macrophytes are affected positively in that areas, and at the same time, can provide structure for richness and abundance to zooplankton and their interactions affect phytoplankton negatively. In the field we compare attributes of communities and dissolved nutrients in plant beds in the littoral and pelagic zones. For scientometrical analysis, we access publications using international database from 1980 to 2015. In the field, the samples were collected by boat, where greater distances with simultaneous sampling of vegetation, plankton communities and nitrogenous nutrients and total phosphorus dissolved. The submerged plant coverage areas were estimated by reducing the proportion of presence and absence of species in 24 points in parallel transects an area greater than 3.5 km. We collected 24 samples of phytoplankton and nutrients. For zooplankton, carry out sample composed of the water column vertically and horizontally, through hauls totaling 48 samples. The scientometrical analysis results showed that the number of trophic interactions researches grown in recent years in South America, with contributions from Brazil, Argentina and Uruguay. We found that the highest volume of indexed articles deals with the dynamics and structure of aquatic assemblages, webs and trophic interactions. Reservoirs and wetlands have received little attention. The large number of studies includes all aquatic community and interactions between macrophytes, phytoplankton, zooplankton and fish. Macrophytes occurred in high density and vegetation cover at 12 points per bay (60%; 70%) at different depths (2m to 6m). In the bays, phosphorus (mean = 0.03 and 0.05 mg / L) and nitrogen (0.4 and 0.9 mg / L) had lower concentrations. We found high Secchi transparency (>3.8) for both bays. The phytoplankton richness was 17 taxa, of which Cyanophyta Bacillariophyta were most representative. Low densities recorded reflected in lower values Chlorophyll-a (mean = 9.12 µg/l). Zooplankton showed high dissimilarity in the richness (97 spp.) of rotifers, Cladocera and Copepoda, with relative abundance. Densities varying significantly in the pelagic (24-2013 ind./m³) and littoral zones (28-1260 ind./m³) of both the bays. In this context, comparing these results with data from the vegetation, along with low concentrations of dissolved nutrients, chlorophyll-a and high water transparency, there is strong evidence of the occurrence of macrophytes and zooplankton interactions with bottomup and top-down controls on phytoplankton. Our data support the hypothesis that probably, effects of these interactions are contributing to the maintenance of conditions of water transparency, favoring low richness and algal biomass. The knowledge of trophic interactions, particularly which occur in cascades, has been successfully developed in the restructuring and restoration of water quality in several countries. This research brings to contributes to the knowledge of macrophytes, zooplankton and phytoplankton interactions in areas influenced by reservoirs. However, studies in the area of trophic interactions mediated by macrophytes may be directed in order to mitigate international asymmetries by encouraging increased scientific productivity in South America. Efforts to restore the bays around the reservoir in Brazil may be spent using combined techniques to increase the quality water and increase attributes of aquatic communities.

Este estudo avaliou a habilidade de duas técnicas, uma convencional e uma de transferência direta do molde, para a montagem do modelo de gesso maxilar no articulador. Um único paciente do sexo feminino, 39 anos, portador de arcada superior de Classe I de Kennedy (desdentado posterior bilateral) foi usado para esta investigação. Foram obtidos 20 modelos de gesso em cada técnica, totalizando 40 montagens nos articuladores. Com o modelo maxilar montado, cada articulador foi fotografado do mesmo lado direito da radiografia em norma lateral da paciente, obtida com o arco facial montado em sua face. As medidas analisadas nos traçados realizados sobre as fotografias e na radiografia, foram obtidas calculando-se o ângulo entre a interseção do plano oclusal da maxila e o plano de referência horizontal (plano de Frankfurt), representado pelo arco facial na radiografia da paciente, comparando-o com o ângulo entre o plano oclusal do modelo de gesso e o ramo superior do articulador em ambas as técnicas, por meio do software UTHSCSA Image Tool. O dados foram submetidos à análise estatística. Os resultados deste estudo demonstraram uma capacidade maior de reprodução daquele ângulo quando uma técnica de transferência direta do molde é usada. Da mesma maneira, foi verificado uma distorção significante na reprodutibilidade dos modelos montados pela técnica convencional. / This study assessed the ability of two techniques to mount the maxillary cast in the articulator, a conventional technique and one of direct transfer of the maxillary arch impression from the patient\'s mouth to the articulator. A single female subject, 39 years old, with a partially edentulous arch, Kennedy´s Class I, was used in this investigation. It was obtained 20 casts in each technique, totaling 40 cast mountings in the articulators. With the maxillary cast mounted, each articulator was photographed in the same right side of the lateral skull cephalometric radiograph of the patient with the face-bow mounted in her face. The measures obtained by the photographic and cephalometric tracings were evaluated by calculating the angle made by the intersection of the maxillary occlusal plane with craniofacial horizontal reference plane (Frankfort´s plane) on the patient´s cephalogram and comparing it with the angle between the occlusal plane of the cast with the upper member of the articulators in both techniques using the UTHSCSA Image Tool computerized program. The measuring data was submitted to the statistical analysis. The results of this study demonstrated a better capacity of reproduction of that angle when a direct transfer technique is used. In the same way, it was found a significant low level of reproducibility in mounting the maxillary cast when a conventional technique is used.

Data warehouse (DW) solutions are becoming increasingly popular to implement in different organizations. There are a variety of motivational factors for activities to acquire DW, among other things, it helps with analyzes and decision making in the business to gain for an example competitiveness. DW projects are expensive projects that require a lot of resources from the organization side. However, more and more DW projects fail and are not optimal for business purposes. Before the organization implements a DW, it is important to choose architecture based on, i.e. a data model for how data is stored and structured in the DW. The two dominant architecture models are top-down as Inmon presented in the 90s and bottom-up who Kimball introduced after Inmon announced his model.  Both Inmon and Kimball have their own philosophies and models for how a DW solution should be model. Organization dilemma is choosing one or the other performance. The choice depends on many factors and considerations. There are also significant philosophical debates, obstacles, also pros and cons for choice of the data warehouse architecture (Lawyer & Chowdhury, 2004). Therefore, this study should demonstrate which factors govern the choice of architecture using a literature study comparing these models. The result shows that Inmon's top-down approach handles factors like data quality, how data can be integrated from different source systems, flexibility, metadata management, and handle data sources and ETL better than Kimball's bottom-up approach. Kimball's architecture model focuses more on factors such as performance and end-user interaction. The results also show that the Kimball model is easier and faster to implement. / Data warehouse (DW) lösningar blir allt mer populära att implementera hos verksamheter. Det finns en mängd motivationsfaktorer för verksamheter att inskaffa DW, bland annat att systemet hjälper med analyser och beslutsunderlag i verksamheten för att erhålla exempelvis konkurrenskraft. DW-projekt är dyra projekt som kräver en hel del resurs från verksamhets sida. Dock misslyckas allt fler sådana projekt och resulterar i att inte vara optimala för verksamhetsändamålen.  Innan verksamheten implementerar ett DW är det viktigt att välja en arkitektur att utgå ifrån, alltså en datamodell för hur data ska lagras och struktureras i DW. De två dominerande arkitekturmodellerna är top-down som Inmon presenterade på 90-talet och bottom-up som Kimball introducerade efter att Inmon presenterat sin modell.   Både Inmon och Kimball har sina egna filosofier och modeller för hur en DW-lösning ska se ut. Dilemmat för verksamheter handlar om att välja det ena eller det andra utförandet. Valet beror på många faktorer och överväganden. Det finns också betydande filosofiska debatter, hinder, och för-och nackdelar med valet av ett data warehouse arkitektur (Lawyer & Chowdhury, 2004).Följaktligen skall denna studie påvisa vilka faktorer som styr val av arkitektur genom att tillämpa en litteraturstudie där dessa modeller jämförs.  Av resultatet framgår att Inmons top-down approach hanterar faktorer som datakvalitet, hur data kan integreras från olika källsystem, flexibilitet, metadatahantering samt att den hanterar datakällor och ETL på ett bättre sätt än Kimballs bottom-up approach. Kimballs arkitektursmodell fokuserar mer på faktorer som prestanda och slutanvändarinteraktion. Av resultatet framgår även att Kimballs modell implementeras enklare och snabbare.

This thesis aim to describe and analyze different organisations’ work with reducing child labour. In order to understand the complex matter of child labour, a case study concerning children’s situation within the mining industry in Peru has been made. The first part of the thesis has been designed to be an introduction to the matter, with a description of the mining industry in Peru and the situation of child labour. The two following parts are more analytic in character. The second and third part discusses how the Millennium Development Goals (MDGs) can be used as an instrument of reducing child labour. Further, top down and bottom up-theories will be discussed as different approaches and working methods for organisations. In addition to find the answers to our questions, interviews have been conducted with employees of the organisations (ILO, UNICEF and Save the Children), articles and literature have been analyzed and finally Internet have contributed with information about child labour, Peru, the organisations, theories and the MDGs. This study claims that child labour is a complex matter and one possible solution to reduce it can be through promoting education. This can only be viable if organisations work together with governments, using a combination of top down and bottom up approaches.

An IPTV Set-top box enables the possibility of doing much more than decodingtelevision content. Its Ethernet interface gives it the same possibilities to communicatewith the outside world as any network device. This enables a wide rangeof services from internet radio to acting as a digital media receiver in your homenetwork. These highly interactive services increase the demands for responsiveand visually attractive user interfaces.Due to the cost-sensitive market of IPTV STBs the preferred platform to developthe user interface is the HTML browser as it allows for fast developmenttimes and low costs. As a W3C standard it also offers high portability and hardwareabstraction making it easy to use more than one STB vendor. The cons ofHTML based GUIs are low performance and lacklustre graphics.This thesis aims to find out if SVG can be used to achieve rich, scalable and animatedgraphics with high performance and still keep the attractive characteristicsof HTML.To do this much effort was put into identifying the strenghts and weaknesses ofSVG. The lessons learned resulted in an SVG AJAX framework called TOIXSVGmaking it possible to develop SVG GUIs in the same manner as modern Rich InternetApplications, enabling component reuse to make sure development time scalespreferably with the scope and complexity of the user interface. Along with theframework several new widgets had to be developed to achieve the targeted functionality.As a proof of concept a mock-up GUI was created with the frameworkand widgets.

The Turkish accession to the European Union has been the most extended one that the Union has been dealing with so far. Turkey is now accepted as a candidate country but it is still in a problematic situation. Most of the EU’s member states do not share the Union’s belief that Turkey should become a full member of the Union, if they should even become a member at all. Europeanization constitutes a ground in this essay, and the “top-down” perspective within this process can give an explanation to why most EU member states have such a hesitance against Turkey.

The Strategic Approach to International Chemicals Management (SAICM) is an international framework on sound chemicals management with the objective that “by the year 2020, chemicals are produced and used in ways that minimize significant adverse impacts on the environment and human health”. SAICM was adopted at the International Conference on Chemicals Management in Dubai, United Arab Emirates, in February 2006. To prepare countries to be able to implement SAICM the United Nations Institute for Training and Research (UNITAR) is currently running Pilot Projects in three developing countries and one county with economy in transition: Belarus, Pakistan, Tanzania and Panama. Between October and December 2007 we were doing a Minor Field Study in Dar es Salaam, Tanzania, interviewing people involved in the implementation of their Pilot Project which is running from 2006-2009. Our paper consists of two parts, one descriptive and one analysing. In the first part we describe the initiation, the formulation, the implementation and the evaluation of SAICM and the Pilot Project in Tanzania and in the second part we analyse opportunities and hindrances for a successful implementation of the Pilot Project and SAICM in Tanzania. How is the UN governing the implementation, what resources of finances, knowledge, institutions and time does Tanzania have and how is the implementation influenced by different actors interests? We argue that the there is mixture of the top-down and the bottom-up models and that this mixture is fruitful, we argue that Tanzania has enough finances, knowledge and time to implement SAICM but lack institutions, and finally that the different interests are not too various to harm the process.

When developing HTML5 applications for TV platforms, the TV platforms provide, in addition to standardHTML5 functionality, also extra APIs for TV-specific features. These extra APIs differ between TVplatforms, and that is a problem when developing an application targeting several platforms. This thesis hasexamined if it is possible to design a framework which provides the developer with one API that works formany platforms by wrapping their platform-specific code. The answer is yes. With success, platform-specificfeatures including: TV remote control input, video, volume, Internet connection status, TV channel streamsand EPG data have been harmonised under an API in a JavaScript library. Furthermore, a build systempackages the code in the way the platforms expect. The framework eases the development of TV platformHTML5 applications. At the moment, the framework supports the Pace, PC and Samsung Smart TVplatforms, but it can be extended with more TV platform back-ends. / Lorsque l’on développe des applications HTML5 pour des plateformes TV, les plateformes TV fournissent,en plus de la fonctionnalité standard d'HTML5, des APIs supplémentaires pour les particularités d'une TV.Ces APIs supplémentaires diffèrent entre les plateformes TV, et ceci cause un problème lors dudéveloppement d’une application pour plusieurs plateformes. Cette thèse a fait l’examen de la possibilité deconcevoir un cadre d'applications qui fournit au concepteur une API qui peut servir à plusieurs plateformes,cachant le code spécifique de celles-ci. La réponse est oui. On a réussi à harmoniser : l’entrée de latélécommande, le lecteur vidéos, le volume, la connexion Internet, le flux TV et leurs données GPE, dans uneAPI qui réside dans une bibliothèque JavaScript. En outre, un système de compilation met le code d’unemanière dont la plateforme peut comprendre. Le cadre d'applications facilite le développement d'applicationsHTML5 des plateformes TV. Pour le moment, le cadre d'applications peut supporter la Pace, le PC et laplateforme de Samsung Smart TV, mais il peut également fonctionner avec d'autres plateformes TV. / Wenn man HTML5-Anwendungen für TV-Plattformen entwickelt, stellen die Plattformen neben denStandardfunktionalitäten von HTML5 auch extra APIs für TV spezifische Features zur verfügung. Diesezuzätzlichen APIs unterscheiden zwischen TV-Plattformen und das ist ein Problem bei der Entwicklung vonAnwendungen, die auf mehreren Plattformen laufen sollen. Diese These untersucht, ob es möglich ist, einFramework zu entwerfen, dass dem Entwickler eine API bereitstellt, welche für mehrere Plattformenfunktioniert, indem deren Plattform spezifischer Code verpackt wird. Die Antwort ist ja. Das Frameworkharmonisiert: Fernbedienungeingabe, Video, Volumen, Internet-Anschlussstatus, Fensehkanalstreams undelektronische Programmführer, zu einer gemeinsamen JavaScript-Bibliothek-API. Weiterhin verpackt einbuild system den Code so, wie es die Plattform erwartet. Das Framework erleichtert die Entwicklung vonHTML5-Applikationen für TV-Plattformen. Im Moment deckt das Framework: Pace-, PC- und SamsungSmart TV-Plattformen, aber es kann mit weiteren TV-Plattformen erweitert werden. / Quando si sviluppano delle applicazioni HTML5 per le piattaforme TV, quest'ustime offrono, oltre allafunzionalità comune di HTML5, anche APIs addizionali per funzionalità specifiche della TV. Queste APIsaddizionali differiscono tra le varie piattaforme TV e questo è un problema quando si sviluppaun'applicazione che funzioni per ciascuna piattaforma. Il presente lavoro esamina la possibilità di progettareun framework che fornisca allo sviluppatore una sola API, la quale sia funzionante per molte piattaforme esia idonea a nascondere il codice specifico di ciascuna di esse. La risposta è sì. Il framework fonde:l'immissione del telecomando, il video, il volume, lo stato della connessione Internet, i flussi dei canali TV edei dati della guida elettronica dei programmi, all'interno di una API secondo il modello di una libreriaJavaScript. Inoltre, il sistema di compilazione crea un pacchetto del codice nel modo in cui le piattaforme siaspettano. Il framework facilita lo sviluppo di applicazioni HTML5 per le piattaforme TV. Al momento, ilframework sostiene le seguenti piatteforme: Pace, PC e Samsung Smart TV, ma può essere esteso anche adaltre. / När man utvecklar HTML5-applikationer för TV-plattformar, finns utöver HTML5s standardfunktionalitet,även extra APIer för att komma åt TV-specifika funktioner. Dessa extra APIer skiljer sig åt mellan TV-plattformar, och det är ett problem när man utvecklar en applikation för många plattformar. Dettaexamensarbete har undersökt om det är möjligt att designa ett ramverk som förser utvecklaren med ett APIsom fungerar för många plattformar genom att wrappa deras plattformsspecifika kod. Svaret är ja. Ramverketharmoniserar: fjärrkontrollsindata, video, volym, internetförbindelse, TV-kanalströmmar och deras TV-tablåer, till ett gemensamt JavaScript-bibliotek-API. Vidare paketerar ett byggsystem koden på de sätt somplattformarna förväntar sig. Ramverket underlättar utveckling av HTML5-applikationer för TV-plattformar.För tillfället stöder ramverket plattformarna: Pace, PC och Samsung Smart TV, men det kan breddas med flerTV-plattformar.

The diploma thesis deals with geographical aspect of an origin of ice hockey players in selected countries (Czechia, Finland, Slovakia, Sweden and Switzerland) The aim of the thesis is to find out how succesful is the training of professional players in these countries on municipal and club level and a consecutive identification of ice hockey hotbeds. The thesis is divided to the theoretical and the practical part. The theoretical part is focused on the geography of sport and the issue of ice hockey, its history, organization and spreading. The figures of the players, trained in the above mentioned countries, their wages in the NHL, the number of starts at the Olympics and points and the number of the highest league titles are the basis of the analytic part. The figures were used for correlation analysis and comparison. The results show that a territorial diversification of ice hockey players production appears in the most of the countries and the traditional hotbeds prevails, but new ones are developed.

Traditional advertising has decreased while product placement in, for example, movies has increased. This has led to a problem, which is that viewers can perceive product placement as something negative. Product placement enhances viewers’ ability to recognize brands and products after watching a movie, while the placements can be congruent or incongruent. This study examines how brand recognition is produced and how congruence of a placement can affect audience acceptance. In response to this, a case study was conducted with embedded units consisting of three focus groups where the authors proceeded from a semi-structured interview guide. The study’s result was that five factors; irritation, familiarity, lack of excitement, unnecessary and iconic can impact how brand recognition is generated, based on the results of the focus groups. The study also resulted in placements that are congruent to the audience are accepted, while non-accepting placements are incongruent. A placement’s congruence is affected by the factors; expectancy and relevancy, perceived fit and individual judgements, and plot connection. / Traditionell reklam har minskat medan produktplacering i exempelvis filmer har ökat. Detta har lett till ett problem, vilket är att tittarna kan uppfatta produktplaceringen som något negativt. Produktplacering kan leda till att tittarna känner igen märken och produkter efter att det har sett en film och deras placeringar kan vara passande eller opassande. Den här studien undersöker hur varumärkesigenkänning uppstår och hur en placerings överensstämmelse kan påverka tittarnas accepterande. För att svara på detta gjordes en fallstudie med inbäddade enheter som bestod av tre fokusgrupper där författarna utgick från en semistrukturerad intervjuguide. Studiens resultat var att fem faktorer; irritation, bekantskap, brist på spänning, onödighet och ikoniskt påverkade hur varumärkesigenkänning uppstår baserat på resultatet från fokusgrupperna. Studien resulterade även i att de placeringar tittarna fann passande till filmen är accepterade, medan placeringar som inte är accepterande är opassande. En placerings överensstämmelse påverkas av faktorerna; förväntning och relevans, uppfattad lämplighet och individuella bedömningar och huruvida en placering är kopplad till handlingen.