published_or_final_version / Urban Design / Master / Master of Urban Design

This study has a dual purpose. Firstly, it is aimed at determining the need for the effective management of outdoor information transfer as an important resource in the aesthetic environment. Effective management is seen as an optimisation of the benefits of outdoor information transfer, as well as a minimisation of its negative impacts. Secondly, this study was aimed at providing user-friendly guidelines to achieve this. The South African Manual for Outdoor Advertising Control (SAMOAC) was developed in 1998 as a national guideline document to provide detailed conditions for the management and control of outdoor advertisements and signs. This manual recognises the differences in local needs and circumstances and suggests that controlling authorities should adapt the prescribed conditions in this regard. Up till now this document has not been implemented successfully by the relevant controlling authorities. Outdoor advertisements of all sizes are increasing at an alarming rate in South Africa to the detriment of the perceptual environment and tourism resources. One of the most obvious reasons for this is the lack of motivation amongst the controlling authorities together with the persistency of the outdoor advertising industry. This study provides the necessary motivation for involving controlling authorities, the outdoor advertising industry and the public in the meaningful and sustainable management of outdoor information transfer. It looks at the benefits and impact of outdoor information transfer in a holistic manner by taking the variety and interrelationship of such impacts and benefits into consideration. Most previous studies have only concentrated on a single aspect of outdoor information transfer namely the correlation between billboards and road accidents. A key finding of this study is that the effective management of outdoor information transfer is unnegotiable. A laissez faire approach by controlling authorities and self-control by the outdoor advertising industry will lead to visual chaos. A balanced and responsible approach should be followed in managing outdoor information transfer. Outdoor advertising should never be aimed at utilising and maximising every available advertising opportunity and implementing whatever is technologically achievable at the cost of the perceptual environment. The effective management of outdoor information transfer is in the interest of both the perceptual environment and the outdoor advertising industry. It has been found that sense of place and placeness play an important role with regard to the impacts and benefits of outdoor information transfer. The lack of sufficient environmental ethics in Western society has been identified as an underlying problem. A non-pragmatic environmental world-view has therefore been provided based on Christian axioms to serve as a basis for environmental management including perceptual resource management and the management of outdoor information transfer. In order to actualise the need for the effective management of outdoor information transfer general principles and user-friendly guidelines are provided that will be universally applicable. It will make the management of outdoor information transfer less subjective and will serve as a basis for legislative and control measures. These principles and guidelines are flexible enough to accommodate a variation in local conditions, lifestyles and aspirations. It can therefore serve as an instrument to adapt SAMOAC to suit local circumstances and needs. The recommendations provided in this study are aimed at creating an appreciation for the perceptual environment as well as the role and aesthetic contribution of outdoor advertisements and signs. It is also aimed at involving the public, controlling authorities and the outdoor advertising industry in the sustainable management of outdoor information transfer as an important part of the perceptual environment. / Thesis (PhD (Regional Planning))--University of Pretoria, 2006. / Town and Regional Planning / unrestricted

published_or_final_version / abstract / Urban Design / Master / Master of Urban Design

No presente trabalho, buscou-se mostrar as inscrições da linguagem oral percebidas nas mensagens de campanhas publicitárias de Instituições de Ensino, em outdoors, com propaganda de seus cursos, com vistas a uma interação com seu público consumidor. Como contribuição linguística, o trabalho se apoia nos ensinamentos de Marcuschi (2008), para auxiliar a esclarecer definições dos gêneros textuais, que permitam responder algumas características de apresentação textual, e nas propostas teóricas de Koch (2002), com vistas à investigação da intertextualidade na construção expressiva do outdoor, em textos produzidos por diferentes escolas. Buscou-se, ainda, analisar a forma como essas mensagens são elaboradas para a divulgação dos serviços ofertados nos diferentes outdoors, que identificam as características do gênero, bem como a importância da compreensão e aceitação pelo público alvo. O trabalho teve como meta o fornecimento de dados para o aprofundamento sobre a elaboração de mensagens publicitárias. Com a análise, foi possível observar como as mensagens são direcionadas a um público específico, através do uso de uma linguagem adequada, considerando-se local, tempo e finalidade na divulgação. Foram identificadas, alterações nos processos de coesão textual, dos tipos remissão e sequenciação, reiteração e colocação, e, ainda, a ambiguidade como intencionalidade proposital na comunicação, direcionada a cada público específico por Faculdades e Universidades, Cursos Técnicos, Formação Escolar e Cursos de Línguas. / This work shows the entries of the oral language perceived in advertising campaigns of educational institutions, on billboards, advertising its courses, with the purpose of interacting with their consumer audience. As linguistic contribution, the work is based on the teachings of Marcuschi, in Textual Linguistics, and in Koch theoretical proposals, aiming at the investigation of Intertextuality in building expressive outdoor, on texts produced by different schools. It also sought to examine how these messages are elaborated to the dissemination of services offered in different billboards, identifying the characteristics of the genre as well as the importance of understanding and acceptance by the target audience. The work has as goal the provision of data for the study on the preparation of billboards. So, it was observed details of expressions, in addition to the lexical choices carried out to draw the attention of the reading public, the offers in different courses. In addition, it was observed how messages are targeted to a specific audience, making use of a proper language, aiming to the enthusiasm and satisfaction of the target audience, in location, time and purpose in disclosure.

Thesis (MPhil)--Stellenbosch University, 2012. / ENGLISH ABSTRACT: The study was carried out for the purpose of establishing how young working adults perceive the effect of billboards on HIV and AIDS awareness in Zimbabwe. The study sample was taken from the Directorate of Pharmacy Services, a department within the Ministry of Health and Child Welfare of Zimbabwe, located in the capital city of Harare. A representative number of women (40%) out of the 15 participants were interviewed as certain responses were required based on a participants gender. In-depth interviews were carried, the sections covered positioning and appearance of billboards, billboard content and general aspects. 47% of the participants regarded the billboards as well located, 40% felt that there are adequate numbers of billboards, 47% perceived them as attractive and not needing any improvements while 67% described them as well laid out. The language used on them was said to be fine by 73%, and gender-sensitive by only 33% (of which the majority were men). All the women felt that the billboard contents are sensitising the public to HIV and AIDS as well as most of the men (67% participants in total). However all the participants see billboards as not the best method to bring about HIV and AIDS awareness, but would want a multi-media approach so that they compliment other methods. Billboard usage for HIV and AIDS awareness is making a significant impact but there is room for improvement, and many recommendations were derived from this study. / AFRIKAANSE OPSOMMING: Die studie is onderneem met die doel om te bepaal hoe jong werkende volwassenes die effek van advertensieborde rakende MIV en VIGS-bewustheid in Zimbabwe ondervind. Die studie is onderneem in die Direktoraat vir Apterkersdienste, 'n afdeling binne die Ministerie van Gesondheid en Kinderwelsyn van Zimbabwe, wat in die hoofstad, Harare, geleë is. Daar is onderhoude gevoer met ‘n verteenwoordigende aantal vroue (40%) vanuit die 15 deelnemers, aangesien sekere response benodig was op grond van geslag. In-diepte onderhoude is gevoer en die afdelings het die volgende gedek: posisionering en die voorkoms van advertensieborde, inhoud van advertensieborde sowel as algemene aspekte daar rondom. 47% van die deelnemers het gevoel dat die advertensieborde goed geleë is, 40% het gevoel dat daar voldoende getalle advertensieborde is, 47% het gevoel dat die borde aantreklik is en nie verbeteringe benodig nie, terwyl 67% voel dat hul goed uitgelê is. 73% van die deelnemers het gevoel dat die taal wat op die borde gebruik word goed is. Slegs 33% het gevoel dat die borde geslagsensitief is (waarvan die meerderheid mans was). Al die vroue het gevoel dat die inhoud van die reklameborde die publiek sensitiseer tot MIV en VIGS, so ook meeste van die mans (67%). Al die deelnemers voel dat advertensieborde nie die beste metode is om MIV en VIGS-bewustheid te bring nie, maar stel ‘n multi-media benadering voor om ander metodes te komplimenteer. Die gebruik van advertensieborde het ‘n beduidende impak op MIV en VIGS-bewustheid, maar daar is ruimte vir verbetering en baie aanbevelings is afgelei uit hierdie studie.

Made available in DSpace on 2017-06-01T18:24:43Z (GMT). No. of bitstreams: 1 heloisa_pedrosa_mafra.pdf: 26136807 bytes, checksum: 4c05054c3f24b579b73221f47cdeacab (MD5) Previous issue date: 2012-11-05 / This work shows the entries of the oral language perceived in advertising campaigns of educational institutions, on billboards, advertising its courses, with the purpose of interacting with their consumer audience. As linguistic contribution, the work is based on the teachings of Marcuschi, in Textual Linguistics, and in Koch theoretical proposals, aiming at the investigation of Intertextuality in building expressive outdoor, on texts produced by different schools. It also sought to examine how these messages are elaborated to the dissemination of services offered in different billboards, identifying the characteristics of the genre as well as the importance of understanding and acceptance by the target audience. The work has as goal the provision of data for the study on the preparation of billboards. So, it was observed details of expressions, in addition to the lexical choices carried out to draw the attention of the reading public, the offers in different courses. In addition, it was observed how messages are targeted to a specific audience, making use of a proper language, aiming to the enthusiasm and satisfaction of the target audience, in location, time and purpose in disclosure. / No presente trabalho, buscou-se mostrar as inscrições da linguagem oral percebidas nas mensagens de campanhas publicitárias de Instituições de Ensino, em outdoors, com propaganda de seus cursos, com vistas a uma interação com seu público consumidor. Como contribuição linguística, o trabalho se apoia nos ensinamentos de Marcuschi (2008), para auxiliar a esclarecer definições dos gêneros textuais, que permitam responder algumas características de apresentação textual, e nas propostas teóricas de Koch (2002), com vistas à investigação da intertextualidade na construção expressiva do outdoor, em textos produzidos por diferentes escolas. Buscou-se, ainda, analisar a forma como essas mensagens são elaboradas para a divulgação dos serviços ofertados nos diferentes outdoors, que identificam as características do gênero, bem como a importância da compreensão e aceitação pelo público alvo. O trabalho teve como meta o fornecimento de dados para o aprofundamento sobre a elaboração de mensagens publicitárias. Com a análise, foi possível observar como as mensagens são direcionadas a um público específico, através do uso de uma linguagem adequada, considerando-se local, tempo e finalidade na divulgação. Foram identificadas, alterações nos processos de coesão textual, dos tipos remissão e sequenciação, reiteração e colocação, e, ainda, a ambiguidade como intencionalidade proposital na comunicação, direcionada a cada público específico por Faculdades e Universidades, Cursos Técnicos, Formação Escolar e Cursos de Línguas.