This paper conducts an analysis of the short-term Firm Value Enhancement that companies experience during large-scale advertising campaigns, such as the Super Bowl. The findings suggest that these firms may experience a positive or negative return during the days after a large event, by signaling to investors and consumers the value of their firm through their advertisements. Some of the highlights include an approximately – 5% return for Super Bowl Advertisers on the Monday after the event, and underperformance during the two weeks surrounding the event.

Šio darbo tikslas – išanalizuoti reklamos niuansus šiuolaikinėje ir tarpukario farmacinėje spaudoje, remiantis trimis pasirinktais farmacinės tematikos leidiniais. Tyrimo objektu pasirinkti dešimties metų laikotarpio vieno tarpukario farmacinio profesinio leidinio „Farmacijos žinios“ 1923-1932 m. numeriai ir dviejų šiuolaikinių farmacinių žurnalų „Lietuvos farmacijos žinios“ 2002-2011 m., bei „Farmacija ir laikas“ 2002-2011 m. numeriai. Reklama minėtuose leidiniuose išanalizuota siekiant įgyvendinti tokius darbo uždavinius: įvertinti nagrinėjamų leidinių reklamos paskirstymą ir vaizdo elementus; išanalizuoti ir palyginti šiuolaikinės ir tarpukario farmacinės spaudos reklamos tekstą ir turinį; įvardinti ir palyginti esminius šiuolaikinės ir tarpukario reklamos bruožus farmaciniuose leidiniuose. Darbo metodai: atsižvelgiant į darbo tikslą ir uždavinius, reikalingi duomenys apie minėtuose leidiniuose rastą reklamą buvo surinkti į Microsoft Excel programą. Surinkta informacija susisteminta ir duomenų analizė atlikta MS Excel ir SPSS 18.0 (Statistical Package for the Social Sciences) kompiuterinėmis programomis. Atliekant mokslinės literatūros ir dokumentų analizę, bei taikant istorinį – aprašomąjį metodą ir statistinės analizės metodus surinkta informacija išanalizuota ir įvertinta. Įvertinus gautus rezultatus galima teigti, jog abiem nagrinėtais laikotarpiais farmacinės spaudos reklama turėjo ir panašumų, ir skirtumų. Vertinant reklamų pasiskirstymą ir vaizdinius elementus... [toliau žr. visą tekstą] / The aim of this study is to analyze the nuances of advertisement in modern and in interwar pharmaceutical press, on the basis of three selected pharmaceutical publications. As a study object it has been chosen 1923-1932 editions of one interwar pharmaceutical professional publication “Farmacijos žinios“ („Pharmaceutical news“) and 2002-2011 editions of two modern pharmaceutical magazines „Lietuvos farmacijos žinios“ („Lithuanian Pharmaceutical news“) and „Farmacija ir laikas“ („Pharmaceutics and time“). Advertisement in these publications was analyzed in order to implement the following tasks: to assess the advertisement distribution and visual elements of analyzed publications; to analyze and compare the text and content of advertisement in modern and also in interwar pharmaceutical press; to identify and compare the essential modern and interwar advertisement features in pharmaceutical publications. The study methods: according to the aim and tasks of the study, the necessary data on advertisement in above mentioned publications was collected in Microsoft Excel. The collected information was structured and data analysis carried out in MS Excel and SPSS 18.0 (Statistical Package for the Social Sciences). On the basis of scientific literature and document analysis and applying historical – descriptive method and statistical analysis method, the collected information has been analyzed and assessed. Assessing of the results suggests that during the both examined periods... [to full text]

The effect of meal-time exposure to food advertisements (FA) on food intake, subjective appetite and caloric compensation was investigated in overweight/obese (OW/OB) and normal weight (NW) boys (study 1) and girls (study 2). In random order, each participant watched either FA or non-food advertisements (NFA) 30 min after consumption of either a non-caloric sweetened control (CON) or a glucose (GLU) drink. Food advertisements increased food intake only in OW/OB girls. The GLU drink reduced food intake in both girls and boys despite no changes in subjective appetite. Food advertisements did not modify the response to the GLU drink in girls and contrary to the hypothesis they magnified the reduction in energy intake following the GLU drink in boys. In conclusion, FA in a TV program during consumption of a pizza meal by NW and OW/OB boys and girls increased food intake only in OW/OB girls and increased caloric compensation for the GLU drink at meal time in boys but not in girls.

The effect of meal-time exposure to food advertisements (FA) on food intake, subjective appetite and caloric compensation was investigated in overweight/obese (OW/OB) and normal weight (NW) boys (study 1) and girls (study 2). In random order, each participant watched either FA or non-food advertisements (NFA) 30 min after consumption of either a non-caloric sweetened control (CON) or a glucose (GLU) drink. Food advertisements increased food intake only in OW/OB girls. The GLU drink reduced food intake in both girls and boys despite no changes in subjective appetite. Food advertisements did not modify the response to the GLU drink in girls and contrary to the hypothesis they magnified the reduction in energy intake following the GLU drink in boys. In conclusion, FA in a TV program during consumption of a pizza meal by NW and OW/OB boys and girls increased food intake only in OW/OB girls and increased caloric compensation for the GLU drink at meal time in boys but not in girls.

No description available.

Magister Artium - MA / Advertising and media imagery shape attitudes about race and ethnicity, which means that advertising media play an influential part in constructing the frame through which individuals perceive racial differences and negotiate norms and ideas around ethnicity. Physical signifiers such as skin colour and hair are not only considered to be the most important facets in global beauty culture but are also seen as two principal phenotypes for racial classification (Mercer, 1987). These two attributes are also deeply situated within Black Feminist Discourse Studies and are therefore, culturally and socially significant (Erasmus, 1997; Hunter, 2002). As Dyer (1997:539) states: “every decision about a person’s worth is based on what they look like, what they speak, and where they came from.” Hence, body and hair politics point to power struggles which stem from historical discourses. As part of a capitalist environment, magazines such as True Love are also perceived as cultural commodities which occupy an important role in creating, transmitting and disseminating cultural meaning and in this regard, advertised texts are rich in cultural meaning and embedded with hidden ideologies. As a vehicle of social communication, True Love professes to be a mouth piece and a representative of the liberal, modern Black South African woman and portrays itself as a guiding companion and expert on womanhood (Laden, 2001). In this capacity, the magazine also creates and transmits messages about ideal feminine beauty. Following a multi-semiotic approach, by incorporating multimodality and social semiotics as proposed by Kress and Van Leeuwen (2006), Van Leeuwen (2006; 2008) and O’Halloran (2011, in press), beauty advertisements are scrutinized in terms of the different semiotic principles which afford for different meaning-making opportunities and interpretation. Critical discourse analysis suggested by Fairclough (1992) and Wodak (1995) renders a supportive function to this social semiotic multimodal framework, in order to critically explore how the notion of ideal feminine beauty is constructed in True Love and to establish how inter-semiotic relations are created, reinforced and function to sustain hegemonic ideas in present-day beauty advertisements. The findings suggest that socio-cultural meanings attached to phenotypic traits such as skin and hair remain significant in contemporary society as a result of the repeated themes in media, especially advertising. Moreover, the consequential emphasis on beauty culture and the omnipresence of idealised imagery in mainstream media are responsible for composing and sustaining the belief that Whiteness is the only valid prototype of beauty. The whitewashing of Black models show how idealised preferences in media prevail. Advertisements display how the message of White superiority and supremacy is constructed visually and verbally, ultimately producing an overall ‘visual language of Whiteness’ which leads to devaluing and erasing forms of Black identity, while enhancing forms of White representation. This paper exposes existing dominant cultural narratives in the True Love advertising discourse that simultaneously produce and inflate an idealised Eurocentric version of feminine beauty. The hegemonic standard of feminine beauty dictates that women conform to a specific ideal which involves engaging in practices such as skin lightening, hair straightening or wearing weaves. This dissertation concludes that digital alteration techniques and photographic manipulation are predominantly used in mass media to portray advertised images resembling ideals closer, which means that it effectively enhances rather than detracts from the norm. Thus, White women look Whiter, thinner, richer and blonder. Caucasian models in advertised texts all have light hair and are seldom portrayed with dark hair. Light-skinned Black women portray Western mediated standards through physical appearances which seem to emulate those of their White counterparts, which Hunter (2011) describes as the ‘illusion of inclusion’. Although this marketing strategy operates under the premise of fostering ethnic diversity and to include women from all racial backgrounds, it reinforces the belief that Anglo-Saxon beauty norms are the only valorised signifiers of idealised beauty. Essentially, having a light skin colour is associated with sophistication, social mobility, success and the resulting financial and economic well-being. Based on this, the magazine appears to promote and celebrate feminine beauty based on a Eurocentric ideal.

MELO, Laura Angélica Godói de. Os mecanismos de persuasão na preservação das faces em interações verbais nos anúncios publicitários de alimentos. 2009. 110f. – Dissertação (Mestrado) – Universidade Federal do Ceará, Departamento de Letras Vernáculas, Programa de Pós-graduação em Linguística, Fortaleza (CE), 2009. / Submitted by Márcia Araújo (marcia_m_bezerra@yahoo.com.br) on 2014-08-21T14:45:45Z No. of bitstreams: 1 2009_dis_lagmelo.pdf: 4504144 bytes, checksum: a171a62f0f562b2602fa93196563e751 (MD5) / Approved for entry into archive by Márcia Araújo(marcia_m_bezerra@yahoo.com.br) on 2014-08-21T16:23:14Z (GMT) No. of bitstreams: 1 2009_dis_lagmelo.pdf: 4504144 bytes, checksum: a171a62f0f562b2602fa93196563e751 (MD5) / Made available in DSpace on 2014-08-21T16:23:14Z (GMT). No. of bitstreams: 1 2009_dis_lagmelo.pdf: 4504144 bytes, checksum: a171a62f0f562b2602fa93196563e751 (MD5) Previous issue date: 2009 / Studies on linguistic politeness although large in many situations of verbal interaction seem scarce when in advertising This work aims to understand how the interactional relations in that environment as advertisers use their texts in order to prevent situations of abuse and seek a smooth harmonious interaction as the social relations in advertising copy can seem so confusing and prone to misunderstandings or disagreements The research seeks to describe how the texts present in food advertisements persuasion develop and focus their production strategies for the preservation of face and politeness as a way to introduce maintain and terminate the interaction For this, we selected 40 food advertisements taken from magazines and Web sites during 2008 2009 Based the theory analysis and present the theoretical models of politeness of Brown and Levinson (1987) but aimed a bias sociointeractionist not included in the work The results point to a social organization developed in part by appropriating the genre and in part by selling relationships and emotion generated by the communicative event and the genre listing The results displayed highlighted the emergence and consolidation of communicative genre listing marked among other things a polite more compensatory than preventive. / Os estudos sobre a polidez lingüística apesar de amplos em diversas situações de interação verbal parecem escassos quando na área da publicidade Este trabalho visa compreender como se dão as relações interacionais nesse meio como os anunciantes usam seus textos com a finalidade de evitar situações de ofensas e de buscar uma interação fluida e harmônica já que as relações sociais estabelecidas em textos publicitários podem parecer tão confusas e propensas à má compreensão ou a desentendimentos A pesquisa busca descrever como os textos presentes em anúncios de alimentos desenvolvem a persuasão e focalizar as suas produções de estratégias de polidez e preservação da face como uma das formas de introduzir manter e finalizar a interação Para isso foram selecionados 40 anúncios de alimentos retirados de revistas e sites da internet realizadas em 2008 2009 Embasaram a teoria e análises presentes os modelos teóricos da polidez de Brown e Levinson (1987) mas buscou-se um viés sociointeracionista não contemplado nos referidos trabalhos Os resultados apontaram para uma organização social desenvolvida em parte pela apropriação do gênero e em parte pelas relações de venda e de afetividade gerados pelo evento comunicativo e pelo gênero anúncio Os resultados expostos evidenciaram a emergência e consolidação do gênero comunicativo anúncio marcado dentre outras coisas por um comportamento polido mais compensatório do que preventivo.

Submitted by Márcio Maia (marciokjmaia@gmail.com) on 2016-08-23T18:21:38Z No. of bitstreams: 1 arquivototal.pdf: 2357164 bytes, checksum: 62541a818674108c505d79d5aeb493a6 (MD5) / Made available in DSpace on 2016-08-23T18:21:38Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 2357164 bytes, checksum: 62541a818674108c505d79d5aeb493a6 (MD5) Previous issue date: 2015-12-18 / The objective of the present research is to analyze the means of representation of teachers in service offer advertisements published in the O Publicador newspaper (1864 - 1886), in the Paraíba Province, by means of a corpus consisting of 21 advertisements. This genre of speech was a representation of one of the means for manifesting experiences propagated throughout society, amongst social, economic and educational issues, by which it is possible to observe the various forms of expression of a given period. The theoretical and methodological premise adopted in this research states under the New History’s perspective, basing itself in historical research. This research called upon the contributions that came from Michel Foucaults’s, Michel de Certeau’s and Roger Chartier’s works as its theoretical supports. The authors were chosen due to the manner they discourse about text and speech. Their works facilitates the comprehension about the representation of teachers in service offer advertisements, as their speech covers the following concepts: enunciation, speech and speech formation. This research is bootstrapped by the analysis of written sources, contemplating the following thematic categories: Instruments classes, vocal or piano, Latin, French, English, first letters, and sewing, embroidery or fixes. The figure of the teacher in the O Publicador newspaper’s advertisements is to be understood as a representation of reality and, as such, being a way of identifying the social space of this subject, who would publish in the newspapers’ pages. Beyond the advertisements, it is also possible to extrapolate the figure of the teacher by searching evidence left throughout legislation, reports of provincial presidents and congener researches, basing itself on the contradictory relationships of society. The discourse offered by the teachers, by means of the advertisements, expose one of the ways these professionals had to demonstrate their status position in the imperial society. Such position is marked by an order in the discourse, in which whatever was written in the pages of the newspapers was all that could be said, since they were immersed in a disciplinary society, moved by rules that would determine the behavior of the subjects. The teacher frequently appears as an announcer, especially offering their services but not limited to this utility. Yet, they resorted to other methods of laying evidence on how their profession was configured, by selling books, warnings on changing class locations and warning that they have moved from being a private teacher to become a public teacher. So, it becomes evident the mobility of these subjectsin their social space, taking basis in the material evidence of the advertisements, by allowing a visualization of an educational legacy and their role in the context of the imperial Brazil. There for, the representation the teachers reveal with their practices, in this case with the advertisements, displays a multiplicity of aspects destined to the private teaching, in order to pull attention to their offerings, by their civil state, their anonymity, by being a disciple or by being the owner of a school. Thus expressing their dispersion amongst the regularities of their speech, or also, the necessity to offer their service. / O presente trabalho tem como objetivo analisar a representação do professor nos anúncios de oferta de serviços no jornal O Publicador (1864 -1886), na província da Paraíba, por meio de um corpus de 21 anúncios publicados no referido jornal. Esse gênero discursivo representou uma das formas de manifestar as experiências propagadas pela sociedade, dentre elas, as questões sociais, econômicas e educacionais, nas quais podemos vislumbrar as várias maneiras de expressão em uma dada época. Seguimos um percurso teórico-metodológico que versa sobre a perspectiva da Nova História, baseando-se na pesquisa histórica. No que diz respeito aos suportes teóricos, deu-se por intermédio das contribuições advindas de Michel Foucault, de Michel de Certeau e de Roger Chartier e, por sua vez, a maneira pelas quais discorrem acerca do texto e do discurso, para com isso, compreendera representação dos professores nos anúncios de oferta de serviços, englobando os seguintes conceitos: enunciado, formação discursiva e discurso. A pesquisa parte da análise de fontes escritas, contemplando as seguintes categorias temáticas: Aulas de Instrumental, Vocal ou de Piano, Aulas de Latim, Francês e Inglês, Aulas de Primeiras Letras e Aulas de costura, bordado ou consertos. A figura do professor nos anúncios do jornal O Publicador (1864-1885) é compreendida como uma representação da realidade, sendo, portanto, uma das maneiras de identificar o lugar social desse sujeito, que anunciava nas páginas dos jornais, por meio dos indícios deixados pelas legislações, pelos Relatórios dos presidentes de províncias e pelas pesquisas congêneres, pautando-se nas relações contraditórias da sociedade. Consideramos que os discursos proferidos por professores e professoras, por meio dos anúncios, configuram uma das maneiras de que esses profissionais dispunham para demonstrar a sua posição na sociedade imperial. Posição essa demarcada por uma ordem do discurso, em que o que estava elucidado nas páginas dos jornais era o que poderia ser dito, haja vista que estavam imersos em uma sociedade disciplinar movida por regras sociais que determinavam o comportamento dos sujeitos.

nÃo hà / Os estudos sobre a polidez lingÃÃstica apesar de amplos em diversas situaÃÃes de interaÃÃo verbal parecem escassos quando na Ãrea da publicidade Este trabalho visa compreender como se dÃo as relaÃÃes interacionais nesse meio como os anunciantes usam seus textos com a finalidade de evitar situaÃÃes de ofensas e de buscar uma interaÃÃo fluida e harmÃnica jà que as relaÃÃes sociais estabelecidas em textos publicitÃrios podem parecer tÃo confusas e propensas à mà compreensÃo ou a desentendimentos A pesquisa busca descrever como os textos presentes em anÃncios de alimentos desenvolvem a persuasÃo e focalizar as suas produÃÃes de estratÃgias de polidez e preservaÃÃo da face como uma das formas de introduzir manter e finalizar a interaÃÃo Para isso foram selecionados 40 anÃncios de alimentos retirados de revistas e sites da internet realizadas em 2008 2009 Embasaram a teoria e anÃlises presentes os modelos teÃricos da polidez de Brown e Levinson (1987) mas buscou-se um viÃs sociointeracionista nÃo contemplado nos referidos trabalhos Os resultados apontaram para uma organizaÃÃo social desenvolvida em parte pela apropriaÃÃo do gÃnero e em parte pelas relaÃÃes de venda e de afetividade gerados pelo evento comunicativo e pelo gÃnero anÃncio Os resultados expostos evidenciaram a emergÃncia e consolidaÃÃo do gÃnero comunicativo anÃncio marcado dentre outras coisas por um comportamento polido mais compensatÃrio do que preventivo / Studies on linguistic politeness although large in many situations of verbal interaction seem scarce when in advertising This work aims to understand how the interactional relations in that environment as advertisers use their texts in order to prevent situations of abuse and seek a smooth harmonious interaction as the social relations in advertising copy can seem so confusing and prone to misunderstandings or disagreements The research seeks to describe how the texts present in food advertisements persuasion develop and focus their production strategies for the preservation of face and politeness as a way to introduce maintain and terminate the interaction For this, we selected 40 food advertisements taken from magazines and Web sites during 2008 2009 Based the theory analysis and present the theoretical models of politeness of Brown and Levinson (1987) but aimed a bias sociointeractionist not included in the work The results point to a social organization developed in part by appropriating the genre and in part by selling relationships and emotion generated by the communicative event and the genre listing The results displayed highlighted the emergence and consolidation of communicative genre listing marked among other things a polite more compensatory than preventive

Submitted by Renata Lopes (renatasil82@gmail.com) on 2016-12-21T11:14:20Z No. of bitstreams: 1 anagabrieladacostalaramedeiros.pdf: 2825466 bytes, checksum: 3dd3bd07a00a3d556ca6db114a7202eb (MD5) / Approved for entry into archive by Adriana Oliveira (adriana.oliveira@ufjf.edu.br) on 2016-12-22T12:24:39Z (GMT) No. of bitstreams: 1 anagabrieladacostalaramedeiros.pdf: 2825466 bytes, checksum: 3dd3bd07a00a3d556ca6db114a7202eb (MD5) / Made available in DSpace on 2016-12-22T12:24:39Z (GMT). No. of bitstreams: 1 anagabrieladacostalaramedeiros.pdf: 2825466 bytes, checksum: 3dd3bd07a00a3d556ca6db114a7202eb (MD5) Previous issue date: 2008 / CAPES - Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Este trabalho tem por objetivo investigar como o gênero propaganda pode ser abordado nas aulas de Língua Portuguesa de modo a capacitar os alunos a responderem adequadamente à leitura desse gênero em suas práticas sociais. Com base em alguns conceitos centrais de diferentes teorias de gêneros (na perspectiva sócio-retórica e sociointeracionista, mais especificamente), desenvolvemos uma pesquisa-ação numa escola pública de Juiz de Fora, MG, fazendo a coleta de dados numa turma de Ensino Médio. A fim de discutir o uso desse gênero no contexto de sala de aula, elaboramos nosso próprio roteiro didático para aulas de leitura. Tal proposta pedagógica, de acordo com as noções teóricas subjacentes, focaliza aspectos tanto socioculturais quanto lingüístico-textuais de diversos tipos de propaganda. Os resultados sugerem que atividades norteadas pela concepção de gênero podem efetivamente contribuir para o desenvolvimento de habilidades de leitura. / This work aims at investigating how advertisements can be approached in Portuguese classes so that students are enabled to respond properly to the reading of this genre in their social practices. Based on some key concepts from different genre theories (sociorhetorical and sociointeractionist perspectives, more specifically), we have carried out an action research in a state school located in Juiz de Fora, MG, collecting data within a group of secondary school students. In order to discuss the use of the genre in the classroom context, we have designed our own teaching material for reading lessons. Such pedagogical proposal, according to the theoretical notions which underlie it, focuses on both sociocultural and textual-linguistic features of several kinds of advertisements. The results suggest that genre-based tasks can effectively help students to develop their reading abilities.