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.

abstract: While acceptance towards same-sex marriage is gradually increasing, same-sex marriage is banned in many states within the United States. Laws that prohibit same-sex couples from marrying have been shown to increase feelings of depression, exclusion, and stigma for same-sex attracted individuals. The intention of this study was to explore the effect both pro- and anti-same-sex marriage advertisements have on heterosexual individuals' implicit attitudes towards same-sex couples. It was predicted that exposure to anti-same-sex advertisements would lead to viewing same-sex couples as more unpleasant and heterosexual couples as being more pleasant. However, heterosexual participants who viewed anti-same-sex marriage ads were more likely to rate heterosexual couples as being unpleasant and same-sex couples as pleasant. It is theorized that viewing anti-same-sex marriage advertisements led heterosexual individuals to report heterosexual stimuli as being more unpleasant compared to same-sex stimuli as a form of defensive processing. / Dissertation/Thesis / M.S. Psychology 2013

Made available in DSpace on 2017-07-10T18:56:28Z (GMT). No. of bitstreams: 1 andreiacristinadesouza.pdf: 1153579 bytes, checksum: c0ff4cdd21c36deeb49329b3afb850c6 (MD5) Previous issue date: 2010-11-30 / The objective of the present work is to verify how publicity uses sociocultural aspects of the German language as a means of persuasion and/or identification between the advertiser and the prospective consumer regarding the advertised product. In order to do so, we chose to carry out a research based on the theoretical and methodological presuppositions of sociolinguistics, of an ethnographical nature. The corpus of the research comprises six advertisements, interviews with German descendants and texts composed by 5th-grade students. Regarding the advertisements, we chose four from the car manufacturer Volkswagen (Golf G4, É Nóis, Rigorosos e Contrário), and two from Casa Leonhardt, one in the city of Marechal Cândido Rondon and the other in the city of Palotina. After a previous analysis of the advertisements, which revealed sociolinguistic traces of the German language, they were presented to the informer, so that they could show their reception and evaluation of the advertisements. The informers were selected in the city of Marechal Cândido Rondon, in which descendants of German immigrants settled, and in the district of Santa Rita D Oeste Terra Roxa, which, besides presenting a considerable number of German speakers, is where the Casa Leonardt head office is located. In the interviews, beside the advertisements, questions regarding identity, beliefs and attitudes, and preservation of the German language and culture, were discussed, as well as the public policies needed for this preservation and, eventually, the teaching of Portuguese and German. The last subject of the corpus was related to the analysis of texts composed by students, in which they reveal the linguistic transferences from German to Portuguese. This analysis had in mind a teaching proposal in this context of language contact. Among other results, obtained through interviews, we found out that most informants approve the use of the German language in commercial advertisements. They also acknowledge that this kind of language attracts the attention of the public more efficiently than the traditional monolingual advertisements, thus acting as a means to persuade the potential buyer. / O presente trabalho tem como objetivo verificar como a publicidade faz uso de aspectos socioculturais da língua alemã, utilizando-os como mecanismo de persuasão e/ou identificação entre o anunciante e o possível comprador em relação ao produto anunciado. Para tanto, optou-se por realizar uma pesquisa baseada nos pressupostos teóricometodológicos da sociolinguística, de cunho etnográfico. O corpus da pesquisa é composto por seis propagandas, entrevistas com descendentes de alemães, além de textos de alunos da 5ª Série do Ensino Fundamental. Em relação às propagandas, foram selecionadas quatro da empresa automobilística Volkswagen (Golf G4, É Nóis, Rigorosos e Contrário), além de duas da empresa Casa Leonhardt, sendo uma veiculada no município de Marechal Cândido Rondon e outra em Palotina. Desse modo, após uma primeira análise das propagandas, verificando a utilização de traços sociolinguísticos da língua alemã, estas foram apresentadas aos informantes, para verificar como estes recebem e avaliam essas propagandas. Os informantes foram selecionados na cidade de Marechal Cândido Rondon, colonizada por descendentes de imigrantes alemães, e no distrito de Santa Rita D´Oeste Terra Roxa, que além de apresentar um número considerável de falantes alemães, é onde fica a matriz da Casa Leonhardt. Nas entrevistas, além do tema das propagandas, foram discutidas questões referentes à identidade, às crenças e atitudes, à preservação da língua e da cultura alemãs bem como as políticas públicas necessárias a essa preservação e, por fim, o ensino do português e do alemão. Ao último tema do corpus foram relacionadas a análise de textos produzidos por alunos, os quais revelam transferências do alemão para o português, objetivando uma proposta de ensino neste contexto de línguas em contato. Entre outros resultados, obtidos a partir das entrevistas, constatou-se que a maioria dos informantes aprova a utilização da língua alemã em propagandas comerciais, bem como reconhecem que este tipo de linguagem prende a atenção do público de modo mais eficaz que o modelo tradicional monolíngue de propaganda, servindo, portanto, como mecanismo de persuasão para a vendagem dos produtos anunciados.

本研究以年代與社會經濟背景為自變項，探討全聯福利中心電視廣告的轉變；分析年代為2006年至2016年，研究方法為內容分析；此外亦針對廣告策略，進行深度訪談，並選取2015至2016年經濟美學系列廣告，進行消費者焦點團體座談，意圖從量化和質化兩個不同方向，審視全聯廣告的轉變。 從研究結果發現： 一、廣告策略受企業發展制約，全聯廣告因企業發展的需求，由資訊式改變為轉換式： 在企業起步階段，適合使用資訊式廣告，打響知名度；而當企業成長至一定程度，則適合使用轉換式廣告，維持消費者的好感度和忠誠度。 二、不修飾的素人論述，不適用於廣告： 「經濟美學」系列廣告借鏡「我的夢想」系列廣告的失敗經驗，內容表達上，改而透過廣告代理商的潤飾，而非直接使用素人言論，以避免流於空泛，缺乏消費者共鳴。 三、廣告反應目標受眾的文化價值觀： 廣告以年輕族群為訴求對象時，必須將其所處社會情境（如景氣差、低薪）反應於廣告中，以呈現傳播者的價值觀和態度。 四、經濟美學廣告策略，確實扣連消費者實際感受： 廣告從洞察目標受眾的文化價值觀，發展出「經濟美學」廣告策略，引發閱聽人共鳴，成功傳遞「讓省錢成為一種具有美感的生活態度」訊息。 / This study explores the changes in the TV advertisements of the PX mart during a period of ten years (2006-2016) from a socio-economic perspective. It uses both quantitative and qualitative research methods: content analysis to analyze data and in-depth interview with focus group to gather the advertisement strategies used in the TV advertisements produced during 2015-2016 and thus, further understand consumer reactions. The results of the study reveal the following four points: 1. Response to business growth: The first stage of business focuses on the use of Informational Advertising to establish presence in the market; later, the ads changed to Transformational Advertising to maintain consumer’s loyalty to the products. 2. Shift from first-person advertisement to Aesthetics in Economics: The first-person advertisement characterizes “My Dreams” series of ads; it is vague and lacks consumer resonance, and this leads to shift to Aesthetics in Economics. 3. Reflection of the target audience's cultural values: Targeted to the young people, the advertisements are presented in a specific social context (that is, a social class with low salary) which demonstrates the advertiser’s values ​​and attitudes. 4. Strategy of Aesthetic Economics – with holding the consumers’ reactions: From understanding the consumers’ values, Aesthetic Economics developed a resonating message: “Saving money is an attitude towards a beautiful life.”

Submitted by Ricardo Cedraz Duque Moliterno (ricardo.moliterno@uefs.br) on 2016-08-23T21:24:16Z No. of bitstreams: 1 OS DISCURSOS SOBRE O ACESSO AO ENSINO SUPERIOR UMA AN?LISE DE PROPAGANDAS DE VESTIBULAR DA BAHIA. (1).pdf: 2812016 bytes, checksum: 10aba8aac891409d0d8a45202977c461 (MD5) / Made available in DSpace on 2016-08-23T21:24:16Z (GMT). No. of bitstreams: 1 OS DISCURSOS SOBRE O ACESSO AO ENSINO SUPERIOR UMA AN?LISE DE PROPAGANDAS DE VESTIBULAR DA BAHIA. (1).pdf: 2812016 bytes, checksum: 10aba8aac891409d0d8a45202977c461 (MD5) Previous issue date: 2015-03-11 / It is proposed in this paper to analyze which discourses are presented in society about education and how they contribute to outline the ways in which higher education has taken. Therefore, nine advertisements were selected,in circulation during the selection process period for entry into colleges and universities of Bahia, with a look at the discourse in order to identify which education senses are presented in discourses of access to Higher Education Institutions (HEI), from the look on the socio-historical context, relating the senses to the interdiscourse gestures that serve as the foundation for construction of all discourse. The theoretical basis of this work is therefore the theory of Discourse Analysis, focusing on P?cheux ideas. Thus, it is assumed that the discourse is symbolic work, so there will be no sense to be rescued, but possible senses, since it is considered the opacity a constitutive feature of language and questions the directions that appear as natural and fixed. The discourse notions, discursive memory/interdiscourse, discursive formation and silence, through ways which developed the analysis are central parts in our work. From the analysis of the ads was possible to perceive a discourse of achievement, whose ideology presents education as social mobility, in order to reach the best places in society. Asinterdiscourse gestures, we have: study to be successful, be a champion, having an upward trajectory, among others. In addition, there is a very strong approach to education with the capitalist system logic submitting education to commodity status. Higher education in private institutions have more extensive advertising arsenal than Public state ones to fight real battle with the competition in search of customers. Thus, education appears with the status of merchandise or service that can be purchased and not a right for everybody. Thus, other education senses are silenced, which put up education to a privileged corner to cultivate critical reflection on reality. / Prop?e-se, neste trabalho, analisar quais os discursos presentes na sociedade sobre a educa??o e como os mesmos contribuem para tra?ar os caminhos que a forma??o superior tem tomado. Para tanto, foram selecionados nove an?ncios publicit?rios, em circula??o no per?odo de realiza??o do processo seletivo para ingresso em faculdades privadas presenciais e a dist?ncia e universidades da Bahia, com um olhar para a discursividade, buscando identificar quais os sentidos de educa??o mobilizados nos discursos sobre o acesso ao ensino superior dealgumas institui??es p?blicas e privadas, a partir do olhar sobre as condi??es de produ??o, relacionando os sentidos aos gestos do interdiscurso que servem como base para a constru??o de todo dizer. A base te?rica deste trabalho ?, portanto, a teoria da An?lise de Discurso, com foco nas ideias de P?cheux. Assim, parte-se do principio de que o discurso ? trabalho simb?lico, dessa forma n?o existir? um sentido a ser resgatado, mas sentidos poss?veis, j? que se considera a opacidade uma caracter?stica constitutiva da l?ngua e p?e em quest?o os sentidos que aparecem como naturais e fixos. S?o centrais, em nosso trabalho, as no??es de discurso, mem?ria discursiva/interdiscurso, forma??o discursiva e sil?ncio, por meio das quais desenvolvemos as an?lises. A partir da an?lise das propagandas foi poss?vel perceber por parte das institui??es privadas um discurso de conquistas, cuja ideologia apresenta educa??o como ascens?o social, como forma de alcan?ar os melhores lugares na sociedade. Como gestos do interdiscurso, temos: estudar para ser bem sucedido, ser um campe?o, ter uma trajet?ria ascendente, como tamb?m a ideia de educa??o elitista e segregalista. Al?m disso, tem-se uma aproxima??o muito forte da educa??o com l?gica do sistema capitalista que submete a educa??o ao status de mercadoria. Em rela??o ?s institui??es p?blicas, h? a predomin?ncia de um discurso direcionado ao conhecimento, ? transforma??o do sujeito, como tamb?m, uma necessidade de autoafirma??o quanto ? qualidade da universidade p?blica. Os cursos superiores privados, mais que os cursos estatais, t?m amplo arsenal publicit?rio para travar verdadeira batalha com a concorr?ncia, em busca de clientes. Dessa forma, a educa??o aparece com o status de mercadoria ou servi?o que pode ser adquirido e n?o um direito de todos. Com isso, outros sentidos de educa??o s?o silenciados, os quais atrelam a educa??o a um recanto privilegiado, no qual se cultive a reflex?o cr?tica sobre a realidade.

This research investigated banner ads on the World Wide Web, specifically the types of messages used in those ads and the effectiveness of the ads as seen by their intended audience. The focus was on health-related banner advertisements targeting senior citizens. The study first sought to determine the frequency of appearance of those ads when classified into categories of compliance-gaining tactics provided by research scholars. Second, the study explored the relative perceived effectiveness among those categories. Two graduate students from a Central Texas university sorted text messages into predetermined compliance-gaining categories. Chi square tests looked for significant differences in the frequencies of banner ads in each category. Forty-five senior citizens from the Central Texas area completed surveys regarding the perceived effectiveness of a randomly ordered, randomly selected set of categorized banner ads. A repeated measures test attempted to determine whether some compliance-gaining strategies used in health-related banner ads were perceived as more effective than others. The hypothesis stated that there would be differences in frequencies of compliance-gaining strategies used among the compliance-gaining categories in health-related banner ads for senior citizens. The hypothesis was supported. The research question asked if some categories of compliance-gaining strategies used in health-related banner ads were perceived as more effective than others by senior citizens. There was no evidence that senior citizens perceived any compliance-gaining category as being more effective than any other. However, post hoc analyses revealed trends in the types of compliance-gaining messages senior citizens perceived as more effective. These trends provide a basis for directional predictions in future studies.

Corporate image reflects on how a company is perceived to the public outside of the organisation. It is based on the reputation the company already has and constantly creates. Today numerous people use and rely on social media networks which encourage companies to try to reach their audiences and shape company image by the usage of different digital networks. One of the platforms where companies can represent their business is LinkedIn, as it is designed specifically for organizations and individuals to develop a professional image. One of the platform’s most popular feature is the possibility to post job advertisings that are seen in several platform areas. These job offers serve as a recruitment tool but also simultaneously shape the image of a company. Therefore, it is interesting to explore how job posts of a company manage to stay informative, focused on the targeted audience and, at the same time, shape corporate image. Thesis project, “Communicating corporate image: A Multimodal Critical Discourse Analysis on LinkedIn Job Advertisements”, aims to examine how world leading Swedish companies create their corporate image through job advertisements posted on the social media platform LinkedIn and what that image is. The study draws on media logic theory together with the concept of discourse and tries to reach the project’s aim by applying multimodal critical discourse analysis. By this model, job advertisements of 3 companies based in Sweden were analysed. Results show that corporate image through job advertisements is created equally by the company and the platform LinkedIn. Companies in job advertisements use semi-formal language, creative elements, address accomplishments, values and goals to attract the reader. While LinkedIn places main company information that can influence job advertisement readers to obtain a primary opinion about the enterprise.

The impact of Enlightenment rhetoric on Revolutionary conceptions of gender has been a topic of historiographical debate. This thesis examines how Scottish Enlightenment stadial views of progress influenced early American female education discourse. Within this framework, upper middle-class white women transitioned from “slaves” to reasonable companions through the performance of feminine domesticity. Women who conformed to the prescriptions of Scottish moralists represented Anglo-American ideals of civility and refinement which served as a justification for the enslavement and dispossession of African and Indigenous peoples. Examining opinion pieces, advertisements for schools, academy addresses, and runaway slave advertisements reveals how early Americans participated in the simultaneous construction of race and gender. Beginning in the colonial era, editorialists deployed rhetoric from James Fordyce’s Sermons to Young Women (1766) to argue that upper-class white women were capable of reason and thus deserving of educational opportunities. Pre-revolutionary rationales persisted into the post-revolutionary era. This suggests that increased educational opportunities were not contingent on the Revolution. In the 1780s, editorialists deployed lines of reasoning from John Greogory’s A Father’s Legacy to his Daughters (1774), to broaden the construct of reasonable companionship. They argued that upper middle-class white women influenced men’s manners and made society more virtuous. This conception gave women an informal public role as moral arbiters. In the 1790s, women’s rights rhetoric challenged but did not refute the ideological construct of reasonable companionship. Taking a critical race approach to studying Revolutionary women’s access to educational opportunities reveals how dominant discourses upheld the racial hierarchy. / Graduate / 2023-08-24

The Internet increases the demand for the development of commercial applications and services that can provide better shopping experiences for customers globally. It is full of information and knowledge sources that might confuse customers. This requires customers to spend additional time and effort when they are trying to find relevant information about specific topics or objects. Recommendation systems are considered to be an important method that solves this issue. Incorporating recommendation systems in online social networks led to a specific kind of recommendation system called social recommendation systems which have become popular with the global explosion in social media and online networks and they apply many prediction algorithms such as data mining techniques to address the problem of information overload and to analyze a vast amount of data. We believe that offering a real-time social recommendation system that can understand the real context of a user’s conversation dynamically is essential to defining and recommending interesting objects at the ideal time. In this thesis, we propose an architecture for a real-time social recommendation system that aims to improve word usage and understanding in social media platforms, advance the performance and accuracy of recommendations, and propose a possible solution to the user cold-start problem. Moreover, we aim to find out if the user’s social context can be used as an input source to offer personalized and improved recommendations that will help users to find valuable items immediately, without interrupting their conversation flow. The suggested architecture works as a third-party social recommendation system that could be incorporated with other existing social networking sites (e.g. Facebook and Twitter). The novelty of our approach is the dynamic understanding of the user-generated content, achieved by detecting topics from the user’s extracted dialogue and then matching them with an appropriate task as a recommendation. Topic extraction is done through a modified Latent Dirichlet Allocation topic modeling method. We also develop a social chat app as a proof of concept to validate our proposed architecture. The results of our proposed architecture offer promising gains in enhancing the real-time social recommendations.

京都大学 / 0048 / 新制・課程博士 / 博士(人間・環境学) / 甲第20470号 / 人博第820号 / 新制||人||196(附属図書館) / 28||人博||820(吉田南総合図書館) / 京都大学大学院人間・環境学研究科共生文明学専攻 / (主査)教授 前川 玲子, 教授 佐野 亘, 教授 小畑 史子 / 学位規則第4条第1項該当 / Doctor of Human and Environmental Studies / Kyoto University / DGAM