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Desired Competences for Project ManagersMiranda, Tiago, Ghimire, Bimal January 2008 (has links)
<p>Project Management is multidisciplinary in nature; it involves a number of activities and requires the project manager to possess a wide variety of competences. This thesis aims to investigate which competences organizations currently require from project managers. In particular the focus of this research is to examine and contrast the “soft” (interpersonal) and “hard” (technical) competences required by the job market and to find out if organizations recognize the importance of both of them or if they pay special attention to one of them. A total of 50 online job advertisements from different industries and countries were analyzed using content analysis in order to determine what competences are valued by employers. Furthermore, 9 semi-structured interviews were conducted with project management academics and practitioners in order to provide a more in depth study and to allow triangulation between the findings. The results indicate that some competences are more valued than others. Communication, project integration management and scope management are the top three competences required by employers. The results also suggest that employers, academics and practitioners are aware of the need to balance hard and soft competences.</p>
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Desired Competences for Project ManagersMiranda, Tiago, Ghimire, Bimal January 2008 (has links)
Project Management is multidisciplinary in nature; it involves a number of activities and requires the project manager to possess a wide variety of competences. This thesis aims to investigate which competences organizations currently require from project managers. In particular the focus of this research is to examine and contrast the “soft” (interpersonal) and “hard” (technical) competences required by the job market and to find out if organizations recognize the importance of both of them or if they pay special attention to one of them. A total of 50 online job advertisements from different industries and countries were analyzed using content analysis in order to determine what competences are valued by employers. Furthermore, 9 semi-structured interviews were conducted with project management academics and practitioners in order to provide a more in depth study and to allow triangulation between the findings. The results indicate that some competences are more valued than others. Communication, project integration management and scope management are the top three competences required by employers. The results also suggest that employers, academics and practitioners are aware of the need to balance hard and soft competences.
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Reklamos įtaka vaikų elgsenai / Influence of advertisement to children behaviorVaičiukynienė, Živilė 14 June 2006 (has links)
Postgraduate studies concluding labor, 62 pages, 20 pictures, 2 tables, 45 literary sources, 21 addendums, Lithuanian. KEYWORDS: advertisement, advertisements audience, promotional message, segment, consumer, consumer behavior. The object of research – foodstuff sacred to children advertisement. The subject of research – foodstuff advertisements to children submission form. Labour objective – established sundry advertisements forms accepted for children consumer behavior, prepared foodstuff promotional message for children creation model. Tasks: 1) to inspect foodstuff advertisements to children singularity; 2) to prepare methodology of research and to make out questionnaire; 3) to accomplish dossier data analysis; 4) to prepare foodstuff promotional message for children creation model. Methods of research – scientific materials, laws and documents analysis and synthesis, dossier poll array analysis and synthesis, logical abstracting, mathematical, statistical, graphics display, simulation, qualitative methods of research. Studying sundry countries author’s scientific works, periodicals, the Republic of Lithuania and European Union legislations and accomplished initial data analysis about sundry advertisements forms accepted for children consumer behavior, prepared foodstuff promotional message for children creation model.
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Atos indiretos advindos de quebra de máximas em propagandas de remédios: um recurso semântico-discursivoBarbosa, Maria Vanice Lacerda de Melo 23 March 2010 (has links)
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Previous issue date: 2010-03-23 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This dissertation presents the results of a research which aimed at investigating the semanticdiscursive
functions of the violation of the Gricean Maxims, which generates indirect acts in
texts advertising medicines. The hypothesis on which the work is based is that in texts
advertising medicines the Gricean Maxims are not respected, thus generating indirect acts
which could work as a strategy to sell the product. It was possible to notice that persuasion is
sometimes achieved in an indirect way, i.e. the speaker considers his interlocutor when acting,
suggesting implicit meanings which contribute to the success of the advertisement. In order to
guarantee the intended effect, the advertising text is constructed through the use of as many
non-observed maxims as possible, which generates indirect acts. These indirect acts guide
interpretation towards the consumption of the product, the idea, the object of the message,
which means that the non-observance of the maxims predetermines reading possibilities
which aim to include the advertiser s intentions. The present investigation is essentially of a
qualitative and interpretative nature and was based on the Cooperative Principle and
Conversational Maxims, proposed by Grice (1982 [1975]), and on the Speech Acts Theory,
according to Austin (1990 [1962] and Searle (2002, [1969]). The corpus consisted of
advertisements of medicines published in the magazine Saúde! (Editora Abril), 2008 and
2009 issues, and shown on TV channels in 2008 and 2009. The advertisements were selected
according to the recurrence of the non-observance of the maxims. This investigation discusses
the production of indirect acts created by the non-observance of conversational maxims as a
semantic-discursive resource. / Esta dissertação apresenta resultados da pesquisa que teve como objetivo geral investigar a(s)
função(ões) semântico-discursiva(s) da quebra das máximas conversacionais gerando atos
indiretos, em textos de propagandas de remédios. A hipótese que norteou a pesquisa é de que
as máximas conversacionais, em textos de propagandas de remédios, são quebradas gerando
atos indiretos que, por sua vez, podem funcionar como estratégias para vender o produto.
Através das análises, constatamos que a persuasão, algumas vezes, acontece de forma
indireta, ou seja, o locutor age em função de seu interlocutor insinuando sentidos implícitos
que corroboram para o sucesso da propaganda vender o(s) medicamento(s). Para garantir o
efeito pretendido, o texto da propaganda é construído com o maior número de quebra de
máximas possível, que gera atos indiretos. Estes, por sua vez, dirigem a interpretação para o
consumo do produto, da ideia, do objeto da mensagem, ou seja, a quebra das máximas
predetermina possibilidades e direções de leitura(s) que visam à admissão das intenções do
anunciante. Inserida em um enfoque essencialmente qualitativo e interpretativo, esta
investigação pautou-se no Princípio de Cooperação e Máximas Conversacionais postuladas
por Grice (1982 [1975]), e na Teoria dos Atos de Fala, conforme Austin (1990 [1962] e Searle
(2002, [1969]). O corpus selecionado para nosso estudo consistiu em propagandas de
remédios veiculadas na revista da Editora Abril Saúde! , edições dos anos de 2008 e 2009 e
em canais de TV, nos anos de 2008 e 2009. As propagandas foram submetidas a uma triagem
preliminar em função da recorrência de quebra de máximas. Esta investigação justifica-se por
colocar em discussão a produção dos atos indiretos advindos de quebra de máximas
conversacionais como recurso semântico-discursivo.
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The use of semiotics and pragmatics in printed advertisements : How consumers make sense of advertisements in relation to established theoriesMånsson, Emma January 2018 (has links)
This essay is a study which is intended to explore how a well-known makeup company, M.A.C., uses semiotics and pragmatics in their advertisements and how the consumer’s reaction corresponds with what is proposed in the theories. Three printed advertisements were analyzed by the author and six qualitative interviews were conducted with Swedish women of different ages. The analysis of the advertisements identified semiotic and pragmatic features including linguistic and non-linguistic signs, cultural myths, metaphors, similes, pronouns, deixis, visual parallelism as well as the use of Relevance Theory such as enrichment. The results revealed that M.A.C. Cosmetics marketing strategies correlate to, or can be explained by, key theories within pragmatics and semiotics. The results of the interviews show that the majority of the interviewees react correspondingly with what is proposed in the Theoretical Background chapter and the research has validated the theories and confirmed them as useful and effective analytical tools for examining advertising texts. It was also established that the advertiser appears to be aware, consciously or not, of the cognitive processes involved in the interpretation of advertisements which Relevance Theory explains, such as enrichment.
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The perfect job : a study of the relationship between employer branding and person organization fitKobaslic, Bojan, Musonda, Lilian January 2018 (has links)
This research thesis has researched about how employer branding and its relationship to person - organization fit. It focuses on personality traits of applicants and how it can impact their attractiveness of the organization advertised in job adverts. The purpose of this research thesis is to explain what relationship employer branding via job advertisements has when it comes to establishing P - O fit. In this case between future business students and organizations. The thesis had a deductive approach a cross - sectional research design was applied. A quantitative research method (logistic regression) was used and came from primary data. The research findings show that employer branding has a positive relationship to creating attractiveness of firms and also has an impact upon person-organization fit. Our findings also indicated that personality characteristics is hard to categorize in order to see what specifically in employer value proposition can attract a specific employee preference. The limitations were the number of respondents, a larger sample unit could have impacted the results more. Also, using a qualitative method in terms of semiotics could give a more detailed output on respondents’ personality traits. The original value of the research thesis is that it focused specifically on business students and to what degree employer value proposition is related to person-organization fit.
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Analýza genderových stereotypů v hudebních videoklipech populárních písníZDEŇKOVÁ, Nikola January 2017 (has links)
This thesis deals with the issue of gender stereotypes, which are presented in music videos in actual popular songs. The work is divided into two parts. The first, theoretical part is focused on defining the basic concepts and definitions, which are linked to the gender theory, media and media communications. Next part is showing gender in media communications with an emphasis on advertising messages and popular music. The second part deals with the actual practical research, which is primary based on Goffman's view of gender stereotyping in advertising messages. In the continuity of the theoretical part there are analyzed selected music videos. The focus is concentrated on identifying and describing the mechanisms by which the gender stereotypes in popular music are reproduced. Selected music clips were analyzed by procedures established under the content analysis. The results show how the masculinity and the femininity are displayed in contemporary popular music video clips.
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Attentional bias for food and alcohol cues after exposure to commercial advertising : a consumer neuroscience approachViacava, Keitiline Ramos January 2015 (has links)
Entender como estímulos comerciais podem afetar o comportamento e a saúde de indivíduos é uma das principais questões da neurociência do consumidor. O principal objetivo desta tese foi investigar o papel da exposição à propaganda comercial no viés da atenção para pistas relacionadas a alimentos e álcool, através de um conjunto de estudos. Encontramos similaridades no uso de conteúdo visual em anúncios de tabaco, álcool e alimentos no Brasil (estudo 1); e elevada proporção (75%) de comerciais de alimentos não saudáveis na televisão brasileira (estudo 2). Observamos que comerciais podem afetar a atenção para alimentos, e assistir TV por si só pode influenciar a avaliação e a fome subjetiva em jovens adultos (estudo 3). Os resultados também revelaram associações entre exposição à publicidade de bebidas e ativações límbico-frontal em adolescentes (estudo 4). Estes estudos representam uma tentativa de identificar potenciais fatores de risco para o aumento do consumo de alimentos e abuso de álcool. / Understanding how commercial stimuli may affect individuals’ behavior and health is one of the main questions in Consumer Neuroscience. Thus, the main aim of this thesis was to investigate the role of exposure to commercial advertising on attentional bias for food and alcohol cues in a set of studies. There were similarities in the use of visuoperceptual content in advertisements for tobacco, alcohol and food in Brazil (study 1); and high proportion (75%) of unhealthy food commercials in the Brazilian television (study 2). We found that commercial advertisements can affect attention to food, and watching TV per se can influence affect and subjective hunger in young adults (study 3). Results also revealed associations between exposure to alcohol marketing and limbic-frontal activations in adolescents (study 4). Altogether, these results represent an attempt toward identifying possible risk factors for increased energy intake and alcohol misuse.
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Mudanças na subjetividade feminina: o papel do discurso publicitário na construção da identidade da mulher de meia-idade / Changes in women's subjectivity: the role of advertising in the identity construction of middle-aged womanMaria Luiza Rezende 28 February 2008 (has links)
Esta dissertação tem como objetivo discutir o papel da propaganda na construção
discursiva da identidade da mulher de meia-idade ao longo de cinco décadas. O trabalho
pretende trazer contribuições para o campo dos estudos de gênero, mais especificamente ao
estudo das mudanças na forma como tem sido representada a meia-idade pela mídia. A fim de
melhor compreender tais mudanças foi decidido que a pesquisa teria como foco a revista
CLÁUDIA, identificada como uma publicação de alta circulação, destinada à mulher de
classe média, branca, brasileira. Outra particularidade da revista, que muito influenciou a
decisão de fazer dela a única fonte desta pesquisa, é o fato de esta publicação ter sido lançada
no início dos anos sessenta, estendendo-se até os dias de hoje, adequando-se, assim, à
proposta deste trabalho: estudar diacronicamente as mudanças nas representações da meiaidade
(desde os anos sessenta até a presente década). A fundamentação teórica está calcada no
conceito de multimodalidade de Kress e van Leeuwen (2001 / 2006). Para os autores, discurso
é conhecimento socialmente construído de algum aspecto da realidade, e a produção de
sentidos é entendida como resultado da articulação entre imagem e elementos verbais. O
estudo dos autores é baseado na gramática funcional sistêmica de Michael Halliday (1985),
adotada neste trabalho no que se refere à metafunção interpessoal da linguagem. São também
relevantes para esta pesquisa os conceitos de identidade de Hall (2005) e o conceito de poder
e corpo na visão de Foucault (2006). O foco das análises recai na representação visual e
verbal da mulher de meia-idade nas propagandas publicadas pela revista CLÁUDIA,
relacionando-as às mudanças na sociedade brasileira. São dois os desdobramentos desta
pesquisa: por um lado são sugeridas mudanças na representação discursiva da mulher madura
em relação a uma dissociação gradual do poder patriarcal. Por outro lado, os resultados
sugerem que um novo regime discursivo é proposto à mulher brasileira de meia-idade,
representada na CLÁUDIA, estendendo à mulher na maturidade os padrões de jovialidade,
beleza, saúde e independência, exigidos da mulher mais jovem / This study investigates the role of advertising in the discursive construction of middleaged
women, in an attempt to contribute to studies of gender, specifically to the study of the
changes in the ways mature women have been represented in the media. In order to better
apprehend such changes, it was decided that the research would focus on CLÁUDIA, a
magazine that is widely read by the middle class, white, Brazilian woman. One particular
aspect of this magazine has also influenced its choice: the fact that it started being published
in the early sixties and is still published nowadays, which makes it adequate for the purpose of
this research, with its emphasis on change. The theoretical framework for this research is
found in Kress and van Leeuwens study of multimodality (2001, 2006). To the authors,
discourse is socially constructed knowledge of some aspect of reality, with the production of
meaning being understood as the result of the articulation of image and verbal texts. Kress
and van Leeuwens work draws on Hallidays systemic functional grammar, also used in this
research for the analysis of the interpersonal component of language. Also relevant to this
research are: first, the concept of identity (Hall, 2005), and second the discussion of power
and the body (Foucault, 2006). The focus of the analysis is on the visual and verbal
representation of middle-aged women in ads published by CLAUDIA in the decades of 60
through the first decade of 2000, relating them to changes in Brazilian society. The findings of
this research are twofold: on the one hand, they suggest changes in the discursive
representation of mature women concerning a gradual dissociation from patriarchal power.
On the other, the findings suggest that a new discursive regime is being imposed on the
Brazilian mature women represented in CLAUDIA: a discursive regime which extends to
women in maturity the requirements of youth, beauty, health and independence postulated for
women at a younger age.
Key words: discourse analysis; multimodality; identity; middle-aged woman; advertisements;
changes
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Mudanças na subjetividade feminina: o papel do discurso publicitário na construção da identidade da mulher de meia-idade / Changes in women's subjectivity: the role of advertising in the identity construction of middle-aged womanMaria Luiza Rezende 28 February 2008 (has links)
Esta dissertação tem como objetivo discutir o papel da propaganda na construção
discursiva da identidade da mulher de meia-idade ao longo de cinco décadas. O trabalho
pretende trazer contribuições para o campo dos estudos de gênero, mais especificamente ao
estudo das mudanças na forma como tem sido representada a meia-idade pela mídia. A fim de
melhor compreender tais mudanças foi decidido que a pesquisa teria como foco a revista
CLÁUDIA, identificada como uma publicação de alta circulação, destinada à mulher de
classe média, branca, brasileira. Outra particularidade da revista, que muito influenciou a
decisão de fazer dela a única fonte desta pesquisa, é o fato de esta publicação ter sido lançada
no início dos anos sessenta, estendendo-se até os dias de hoje, adequando-se, assim, à
proposta deste trabalho: estudar diacronicamente as mudanças nas representações da meiaidade
(desde os anos sessenta até a presente década). A fundamentação teórica está calcada no
conceito de multimodalidade de Kress e van Leeuwen (2001 / 2006). Para os autores, discurso
é conhecimento socialmente construído de algum aspecto da realidade, e a produção de
sentidos é entendida como resultado da articulação entre imagem e elementos verbais. O
estudo dos autores é baseado na gramática funcional sistêmica de Michael Halliday (1985),
adotada neste trabalho no que se refere à metafunção interpessoal da linguagem. São também
relevantes para esta pesquisa os conceitos de identidade de Hall (2005) e o conceito de poder
e corpo na visão de Foucault (2006). O foco das análises recai na representação visual e
verbal da mulher de meia-idade nas propagandas publicadas pela revista CLÁUDIA,
relacionando-as às mudanças na sociedade brasileira. São dois os desdobramentos desta
pesquisa: por um lado são sugeridas mudanças na representação discursiva da mulher madura
em relação a uma dissociação gradual do poder patriarcal. Por outro lado, os resultados
sugerem que um novo regime discursivo é proposto à mulher brasileira de meia-idade,
representada na CLÁUDIA, estendendo à mulher na maturidade os padrões de jovialidade,
beleza, saúde e independência, exigidos da mulher mais jovem / This study investigates the role of advertising in the discursive construction of middleaged
women, in an attempt to contribute to studies of gender, specifically to the study of the
changes in the ways mature women have been represented in the media. In order to better
apprehend such changes, it was decided that the research would focus on CLÁUDIA, a
magazine that is widely read by the middle class, white, Brazilian woman. One particular
aspect of this magazine has also influenced its choice: the fact that it started being published
in the early sixties and is still published nowadays, which makes it adequate for the purpose of
this research, with its emphasis on change. The theoretical framework for this research is
found in Kress and van Leeuwens study of multimodality (2001, 2006). To the authors,
discourse is socially constructed knowledge of some aspect of reality, with the production of
meaning being understood as the result of the articulation of image and verbal texts. Kress
and van Leeuwens work draws on Hallidays systemic functional grammar, also used in this
research for the analysis of the interpersonal component of language. Also relevant to this
research are: first, the concept of identity (Hall, 2005), and second the discussion of power
and the body (Foucault, 2006). The focus of the analysis is on the visual and verbal
representation of middle-aged women in ads published by CLAUDIA in the decades of 60
through the first decade of 2000, relating them to changes in Brazilian society. The findings of
this research are twofold: on the one hand, they suggest changes in the discursive
representation of mature women concerning a gradual dissociation from patriarchal power.
On the other, the findings suggest that a new discursive regime is being imposed on the
Brazilian mature women represented in CLAUDIA: a discursive regime which extends to
women in maturity the requirements of youth, beauty, health and independence postulated for
women at a younger age.
Key words: discourse analysis; multimodality; identity; middle-aged woman; advertisements;
changes
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