Submitted by Tatiana Guenaga Aneas (tatiana.aneas@gmail.com) on 2016-04-12T11:23:13Z No. of bitstreams: 1 Tese_TatianaAneas.pdf: 20621495 bytes, checksum: 3e1a116ffe9ccee5d8e61b0056e78352 (MD5) / Made available in DSpace on 2016-04-12T11:23:13Z (GMT). No. of bitstreams: 1 Tese_TatianaAneas.pdf: 20621495 bytes, checksum: 3e1a116ffe9ccee5d8e61b0056e78352 (MD5) / CAPES / Esta pesquisa tem como objetivo central analisar as dimensões autoral e estilística de filmes publicitários considerando seu aspecto imanente, sua composição poética, assim como as condições sociais de criação, produção e reconhecimento destes filmes nas quais operam seus realizadores. Para tanto, buscamos construir uma perspectiva que articule um olhar sobre os programas de efeitos dos filmes e sobre maneira como sua composição específica mobiliza seu espectador, com base na Poética do Filme (Gomes, 1996, 2004a, 2004b); a sociologia dos produtores culturais, presente em Bourdieu (1996), que nos permite entrever como a posição ocupada pelos criadores no campo do filme publicitário influencia suas possibilidades de criação e suas decisões estilísticas; e a noção de estilo em Bordwell (2008), que nos convoca a observar de que maneira as escolhas dos criadores estão presente nestas obras e como se relacionam com outros cânones do campo. Partimos da ideia de que o processo de criação de um filme publicitário está atravessado por três instâncias distintas, a saber, a agência publicitária, a produtora audiovisual e a empresa anunciante, e trabalhamos com a hipótese de que a análise do estilo de um filme publicitário demanda a compreensão das relações de poder que se estabelecem entre estas três instâncias, que a cada caso resulta em um arranjo autoral específico, por sua vez observável como marcas estilísticas nos filmes. Consideramos ainda, nesta análise, as relações entre o estilo das obras, o capital simbólico acumulado das instâncias autorais e seu processo de consagração no interior do campo, sobretudo através das premiações, tomando como locus de observação principal o Cannes Lions Festival. Neste processo, localizamos o lugar de autoria que cabe a cada uma das instâncias que participam da criação e produção dos filmes. No intuito de demonstrar o ponto de vista que se pretendeu construir, analisamos dois filmes publicitários criados pela agência brasileira AlmapBBDO para a Volkswagen do Brasil, reconhecidos com prêmios importantes em Cannes e outras instâncias de consagração: “Cachorro-peixe” (2009), produzido pela Rebolucion, da Argentina; e “Últimos Desejos da Kombi” (2014), produzido pela Spray Filmes, do Brasil.

L’objet d’étude de ce mémoire est le roman Volkswagen Blues de l’écrivain Jacques Poulin, sous une perspective analytique à partir des théories et notions qui intéressent la littérature postmoderne du Québec, comme la déterritorialisation, les déplacements, le métissage racial, culturel et littéraire, l’intertextualité, l’altérité et la quête identitaire dans le contexte dans lequel l’oeuvre s’insère. Ce travail est constitué de trois chapitres. Dans le premier chapitre, nous présentons un paranoma historique, social et littéraire de la production fictionnelle du Québec des années 1960 aux années 1980 dans lequel nous mettons en évidence quelques événements produits dans cette société et présents dans la production littéraire qui passe à s’exprimer, dès cette période, surtout à travers les identités plurielles. Au deuxième chapitre, à la lumière de divers théoriciens québécois, nous présentons quelques figures liées au thème du voyage, telles que le déplacement et The American Dream, et nous apportons aussi des points qui concernent l’intertextualité utilisée dans le roman pour raconter l’Histoire de l’Amérique. Finalement, le troisième chapitre est consacré au thème de l’altérité, soulignant des hétérogénéités culturelles diverses par la figure du métis et de l’androgyne. Dans le but de présenter divers thèmes littéraires québécois de la contemporanéité, la recherche s’est appuyée sur des textes théoriques de différents auteurs critiques de la littérature et de la société du Québec et sur l’ouvrage fictionnel qui intègre le corpus du travail. Cela nous permettra d’apercevoir la diversité thématique présentée par la littérature québécoise réunie dans un seul roman. / Esta dissertação tem como objeto de estudo o romance Volkswagen Blues, do escritor quebequense Jacques Poulin, sob uma perspectiva analítica a partir das teorias e noções que são de interesse da literatura pós-moderna do Quebec, como o processo de desterritorialização, os deslocamentos, a mestiçagem racial, cultural e literária, a intertextualidade, a alteridade e a busca identitária no contexto histórico e cultural no qual essa obra se insere. Este trabalho é composto de três capítulos. No primeiro, apresentamos um panorama histórico, social e literário da produção ficcional do Quebec dos anos 1960 aos anos 1980, pelo qual colocamos em evidência alguns dos principais acontecimentos que ocorreram nessa sociedade e em sua produção literária, que passou a expressar-se, a partir desse período, privilegiando as identidades plurais em seu discurso. No segundo capítulo, à luz de diversos teóricos quebequenses, apresentamos algumas figuras relacionadas ao tema da viagem, tais como déplacement e The Americam Dream, além de trazer alguns pontos que envolvem a intertextualidade utilizada no romance para recontar a História da América. Por fim, o terceiro capítulo é consagrado ao tema da alteridade, enfatizando as diversas formas de heterogeneidade cultural pela figura do mestiço e do andrógino. Com o objetivo de apresentar os diversos temas literários quebequenses da contemporaneidade, a pesquisa fundamentou-se em textos teóricos e ensaísticos de diversos autores críticos da literatura e da sociedade do Quebec, além da obra ficcional que constitui o corpus do trabalho. Dessa forma, poderemos perceber a diversidade temática apresentada pela literatura quebequense sintetizada em um único romance.

L’objet d’étude de ce mémoire est le roman Volkswagen Blues de l’écrivain Jacques Poulin, sous une perspective analytique à partir des théories et notions qui intéressent la littérature postmoderne du Québec, comme la déterritorialisation, les déplacements, le métissage racial, culturel et littéraire, l’intertextualité, l’altérité et la quête identitaire dans le contexte dans lequel l’oeuvre s’insère. Ce travail est constitué de trois chapitres. Dans le premier chapitre, nous présentons un paranoma historique, social et littéraire de la production fictionnelle du Québec des années 1960 aux années 1980 dans lequel nous mettons en évidence quelques événements produits dans cette société et présents dans la production littéraire qui passe à s’exprimer, dès cette période, surtout à travers les identités plurielles. Au deuxième chapitre, à la lumière de divers théoriciens québécois, nous présentons quelques figures liées au thème du voyage, telles que le déplacement et The American Dream, et nous apportons aussi des points qui concernent l’intertextualité utilisée dans le roman pour raconter l’Histoire de l’Amérique. Finalement, le troisième chapitre est consacré au thème de l’altérité, soulignant des hétérogénéités culturelles diverses par la figure du métis et de l’androgyne. Dans le but de présenter divers thèmes littéraires québécois de la contemporanéité, la recherche s’est appuyée sur des textes théoriques de différents auteurs critiques de la littérature et de la société du Québec et sur l’ouvrage fictionnel qui intègre le corpus du travail. Cela nous permettra d’apercevoir la diversité thématique présentée par la littérature québécoise réunie dans un seul roman. / Esta dissertação tem como objeto de estudo o romance Volkswagen Blues, do escritor quebequense Jacques Poulin, sob uma perspectiva analítica a partir das teorias e noções que são de interesse da literatura pós-moderna do Quebec, como o processo de desterritorialização, os deslocamentos, a mestiçagem racial, cultural e literária, a intertextualidade, a alteridade e a busca identitária no contexto histórico e cultural no qual essa obra se insere. Este trabalho é composto de três capítulos. No primeiro, apresentamos um panorama histórico, social e literário da produção ficcional do Quebec dos anos 1960 aos anos 1980, pelo qual colocamos em evidência alguns dos principais acontecimentos que ocorreram nessa sociedade e em sua produção literária, que passou a expressar-se, a partir desse período, privilegiando as identidades plurais em seu discurso. No segundo capítulo, à luz de diversos teóricos quebequenses, apresentamos algumas figuras relacionadas ao tema da viagem, tais como déplacement e The Americam Dream, além de trazer alguns pontos que envolvem a intertextualidade utilizada no romance para recontar a História da América. Por fim, o terceiro capítulo é consagrado ao tema da alteridade, enfatizando as diversas formas de heterogeneidade cultural pela figura do mestiço e do andrógino. Com o objetivo de apresentar os diversos temas literários quebequenses da contemporaneidade, a pesquisa fundamentou-se em textos teóricos e ensaísticos de diversos autores críticos da literatura e da sociedade do Quebec, além da obra ficcional que constitui o corpus do trabalho. Dessa forma, poderemos perceber a diversidade temática apresentada pela literatura quebequense sintetizada em um único romance.

This treatise takes the form of an impact study. It is based on a three-month period of research involving literature review, interviews with VWSA officers and a survey of 111 of the 5500 workers who comprised the workforce of the VWSA plant in Uitenhage at that time. The author has attempted to portray the general views of experts in the field of HIV/AIDS corporate impact and impact management. In addition he has attempted to assay the current and forecast policies and practices in respect of the management of the epidemic by VWSA. The workers in the plant were consulted by survey and a variety of insights into the level of understanding of the epidemic, tolerance levels, expectations and so on were made. The quantification of these insights must be viewed with caution since the survey sample of 111 was relatively low for a workforce of circa 5500. Calculations in respect of representativity are included to facilitate calculated caution. It has been shown that the HIV/AIDS epidemic has a considerable current impact on the company and that this impact can be expected to grow considerably in the future. It has been suggested that an active intervention program would be well timed if implemented immediately

The aim of the theoretical part of this thesis is to describe different dimensions and elements of marketing strategy of a company and present different steps companies are recommended to take during planning and preparing a marketing strategy. The practical part describes the analysis of the Volkswagen AG program for used cars Das WeltAuto. The analysis focuses on the international marketing strategy that the program follows in the markets where it operates and describes its main elements, goals and implementation. The ultimate aim of this thesis is to analyze the process of integration of different brands on the level of a big corporation and to research the process of implementation of a marketing strategy for special used car program Das WeltAuto on an international level.

The thesis is concerned with a question, what plays the key role in decision making process about restructuring of production capacities of automotive companies within global process. All of this is running in the background of optimization factors influencing their cost items value. Volkswagen AG, more precisely SKODA AUTO was chosen for behavior analysis introduced as a case study. The goal is to suggest some recommendations for SKODA AUTO to help with achieving sales of 1,5 million cars in 2018 based on global pressures analysis affecting automotive industry and future cost development study in this field. The main benefit of the thesis is the complex cost items analysis resulting in application of the conclusions into SKODA AUTO case in a form of recommendations based on cost reduction.

The main objective of the thesis is an analysis of the position of the SEAT brand in the VW Group portfolio. The main focus of the work stays in the European market of personal cars. The work consists of two parts. The first part explains the theoretical tools needed for branding and brand management. Specifically, it is devoted to the brand and its attributes as well as positioning and segmentation, considering also the specifics of the automotive industry in the European market. The second part is analyzing the SEAT brand from two main points of view. The first considers only the VW portfolio. The second one analyses SEAT given its European main competitors. Brand positioning, the automotive market development trends and European customer preferences represent the basis for the comparison in both fields. The findings of the work explain if there is a potential for the SEAT brand to stay in the VW portfolio.

The aim of this thesis is to design and manufacture a lifting device to the Volkswagen Crafter long vehicle. In the first part, I present a simple descriptive overview of different lifting devices based on their principle and use. Next, commercially available alternative solutions to the given problem are shown and discussed. The main goals of the practical part are the design of the lifting device that fits to a carriage van according to given specifications and the description of the technological processes for the manufacturing of individual components of the device. The design includes selection of proper machines, measuring devices and working tools, which was carried out based on the available equipment. Finally, manufacturing, testing and evaluation are described and discussed together with the possibilities for future improvement.

Environmental issues are a hot topic in political debates and residents are becoming more and more aware of them, forcing car manufacturers to follow a strategy based on these principles. Our goal with the study is to analyze four different car manufacturers' commercials to find out how they create their commercials to succeed in selling and make a product that is stressful for climate emissions appear harmless. The method used for this empirical study is a qualitative content analysis based on four different commercials. The manufacturers are Volvo, Volkswagen, Kia and Toyota, which are the most common car brands in Sweden when the study is executed. The result we ended up with is that the car manufacturers embrace the environmental issue so much that their films consist as much of nature as their car. It can't be missed that they are no longer promoting a fossil fuel future. There are many elements of nature in different ways and we could see that they want to present an image of being environmentally conscious and they want to show that their identity is progressive and modern to attract consumers to keep buying their cars.

Thesis (MPhil)--Stellenbosch University, 2002. / ENGLISH ABSTRACT: The thesis is an analysis of the strikes at Volkswagen SA during the period 1999-2000 and its social and political outcomes. Seen from a broader perspective, it is a case study of social conflict in a young democracy after the formal demise of apartheid in 1994. By the time (i.e. early in 2000) events reached a climax, the company had lost millions of Rand in revenue and more than 1300 workers their jobs. The thesis wants to explain how this came to be - despite attempts by the company to establish a pluralistic industrial relations culture that go back to the early 1990s and after, ostensibly, gaining the consent of the shop stewards committee at the factory and the NUMSA leadership for a lucrative ("A4") export agreement. After studying the literature and the press, interviewing key actors in the "drama", and closely following the proceedings of the CCMA and the Labour Court, the thesis comes up with an explanation more complex than the "conventional" ones offered during and after the strike. The immediate cause of the strike action was the nonacceptance of the terms of the export agreement by 13 shop stewards and their supporters. These shop stewards had been elected onto the VW shop steward council after their union (i.e. NUMSA) and the company had concluded the agreement. When they came out in open defiance of the agreement, they were suspended by the union for their unconstitutional action. They subsequently tried to rally their followers for their own reinstatement. However, the thesis shows that the strikes of 1999 and 2000 were merely two more outbursts of shop floor tension and conflict that had been dormant for a long time. Before and after 1994, there existed informal structures and factions at the shop floor level which refused to tow the official NUMSA "line" - a policy which increasingly started to embrace the ethos of "reconstruction" and economic competitiveness. Neither the union leadership, nor company management were able to deal with these informal structures and bring the dissident faction under control. Although the potential for more cooperation and trust did exist, both the union leadership and management failed to turn this into "social capital". The thesis suggest that this may have been possible, if there had been more direct forms of worker participation (over and above the shop stewards committee). Also, the haemorraging of the union leadership after 1994, and the increasing bureaucratisation of industrial relations did nothing to improve the situation. To make matters worse, the thesis argues, the terms ofthe export agreement were not properly communicated to the union rank and file. To top it all, the thesis provides ample evidence that the VW workers could not record any extra material gains in exchange for more flexible working arrangements in the wake of the shift from "Fordism" to "Lean Production" at the Uitenhage factory. Here, "wealth creative" industrial relations did not accompany the shift to lean production, as post-Fordist theory would like to suggest. When the 13 shop stewards and a certain percentage of the VW workforce came out in protest against this arrangement, no special efforts were made to mediate the conflict. The "fallout" of the conflict includes hundreds of millions of Rand in lost company revenue, more unemployment in one of the poorest regions of South Africa, a drawn out legal process and political divisions in worker ranks and in the Uitenhage community. Although NUMSA admits to a "wakeup call", the relationship between the COSA TU affiliated union and the state is as close as ever. In the eyes of the thesis, however, the case of the VW strike, including the direct intervention of the head of state, is proof that the young, post-settlement democracy is not yet able to deal with social conflict in a mature way. / AFRIKAANSE OPSOMMING: Die tesis is 'n analise van die stakings by Volkswagen SA tydens die periode 1999- 2000 en sy sosiale en politieke gevolge. Gesien vanuit 'n breer perspektief, is dit 'n gevallestudie van sosiale konflik in 'n jong demokrasie na die formele be'indiging van apartheid in 1994. Teen die tyd (vroeg in 2000) wat gebeure 'n hoogtepunt bereik het, het die maatskappy honderde miljoene Rande in inkomste verloor en meer as 1300 werkers hul werk. Die tesis wil verklaar waarom dit gebeur het - ten spyte van die pogings deur die firma sedert die vroee 1990s om 'n pluralistiese arbeidsverhoudingskultuur te skep en nadat die "shop stewards" komitee by die fabriek en die NUMSA leirskap oenskynlik sy instemming gegee het tot 'n lonende ("A4") uitvoerkontrak. Na 'n studie van die literatuur en die pers, onderhoude met sleutel akteurs in die "drama" en 'n noukeurige monitering van die verrigtinge by die CCMA en die arbeidshof, kom die tesis na vore met 'n verklaring wat meer kompleks is as die wat tydens die staking en daama aangebied is. Die onmidellike oorsaak van die staking was die nie-aanvaarding van die uitvoer ooreenkoms deur 13 "shop stewards" en hul ondersteuners. Hierdie "shop stewards" is verkies tot die VW "shop steward" komitee midat die unie (d.w.s. NUMSA) en die maatskappy die ooreenkoms gesluit het. Toe hulle openlike opposisie teen die ooreenkoms gewys het, is hulle deur die unie geskors vir hul onkonstitusionele optrede. Hulle het daama hul ondersteuners probeer mobiliseer vir die herstel van hul posisies. Die tesis wys egter dat die stakings van 1999 en 2000 bloot nog twee uitbarstings was van 'n smeulende fabrieksvloer konflik en spanning wat vir 'n lank tyd reeds sluimerend was. V oor en mi 1994 het daar informele strukture en faksies op die fabrieksvloer bestaan wat geweier het om die amptelike beleid van NUMSA te volg - 'n beleid wat toenemend die etos van "rekonstruksie" en ekonomiese mededingendheid aangeneem het. Nog die unie leierskap, nog die maatskappy bestuur was instaat om die informele strukture te hanteer en die afwykende faksie onder beheer te bring. Alhoewel die potensiaal vir meer samewerking en vertroue bestaan het, het beide die unie leierskap en die bestuur daarin gefaal om dit te omvorm tot "sosiale kapitaal". Die tesis suggereer dat dit moontlik sou gewees het as daar 'n meer direkte vorm van werkers deelname (bo en behalwe die "shop stewards" komitee) bestaan het. Die verlies aan kwaliteit leiers mi 1994, sowel as die toenemende burokratisering van arbeidsverhoudings het ook nie gehelp om die situasie te beredder me. Om dinge te vererger, redeneer die tesis, is die klousules van die uitvoer ooreenkoms nie behoorlik aan die gewone unie lede verduidelik nie. Om alles te kroon, voorsien die tesis genoeg bewyse dat die VW werkers nie enige ekstra materiele voordele kon aanteken in ruil vir meer buigsame werksreelings as deel van die skuif vanaf "Fordisme" na "Lean Production" by die fabriek in Uitenhage nie. Hier het "welvaartskeppende" arbeidsverhoudings nie hand-aan-hand gegaan met die skuif na "lean production, soos post-Fordistiese teorie wil suggereer nie. Toe die 13 "shop stewards" en 'n sekere persentasie van die VW arbeidsmag openlik daarteen geprotesteer het, is geen spesiale poging aangewend om die konflik te besleg nie. Die skade van die konflik sluit honderde miljoene Rande aan verlore maatskappy inkomste, meer werkloosheid in een van Suid-Afrika se armste streke, 'n uitgerekte regsproses en politieke verdeeldheid onder werkers en in die Uitenhage gemeenskap in. Alhoewel NUMSA erken dat hulle "wakkergeskrik" het, is die verhouding tussen die COSA TU geaffilieerde vakunie en die staat so eng soos vantevore. In die oe van· die tesis egter, is die geval van die VW staking, insluitende die direkte ingryping deur die staatshoof, 'n bewys daarvan dat die jong, post-skikking demokrasie nog nie gereed is om sosiale konflik op 'n ryp manier te hanteer nie.