Thesis (M.F.A.)--Georgia Southern University, 2005. / "A thesis submitted to the Graduate Faculty of Georgia Southern University in partial fulfillment of the requirements for the degree Master of Fine Art" ETD. Includes bibliographical references (p. 44-47)

SammandragRapporten ämnar att i huvudsak finna vilka faktorer som kunder värderar när de letar efter sinmarknadsföringsleverantör men även vilka faktorer som gör att kunden väljer att byta byrå. Vidareför rapporten även en diskussion kring hur företagen bör göra när de ska leta efter en ny byrå.Syftet med rapporten är således att göra branschen uppmärksam på hur kunder selekterar i utbudetsamt vilka saker som får samarbetet att hålla längre, men även för företagen att se hur de kan få utmer från branschen genom att utföra en ordentlig byråvalsprocess.Arbetet bygger i huvudsak på gjorda intervjuer samt enkätundersökningar, uteslutande genomfördai Skåne. Anledningen till denna geografiska avgränsning är för att begränsa arbetets storlek medrisk att den annars hade blivit för omfattande för kursen. Undersökningarna visade byrånskreativitet samt god kommunikation som de två viktigaste faktorerna. Vidare visadeundersökningen också på att några av företagen hade valt sina nuvarande byråer genom etableradebekantskaper och rekommendationer, vilket är något som teoretikerna inte råder till.Hur det kommer sig att kunden finner vissa faktorer viktigare än andra är svårt att diskutera kring,eftersom syftet med arbetet är att kartlägga dessa. Däremot bör företagen i allmänhet blinoggrannare i sin byråvalsprocess, genom att tillämpa den branschrekommenderade modellenbehöver inte företagen byta byrå så ofta. / AbstractFactors in the agency choosing process – a study within the foodindustry of SkaneThis essay intent to find which factors customers value when searching for a new marketingagency, as well as finding the factors that make them change agency. The essay also intent todiscuss how customers should do when searching for a new agency. The aim of this report is tomake the advertising industry aware of how customers choose among the range of agencies, whichthings that makes a collaboration last longer, as well as pointing out for the customers how to gainmore from the advertising industry by improving their choosing process.The study is overall based on interviews and surveys, exclusively made in Skane. Without thisdemarcation, the study would otherwise have been too extensive to implement. The study showedthat the factors creativity and good communication were the two most important ones. It alsoshowed that most of the examined companies have chosen their agencies through personalacquaintances, which is not recommended by the theorists’.Since the aim of this report is to identify these factors, it is quite difficult to discuss how it is thatthe customers find some factors more important than others. The companies, however, shouldbecome more thorough when it comes to their choosing process by using the industryrecommended model, so that they will not need to switch agencies to often.

Faced with a society increasingly inserted in a capitalist system that tends to surrender to the numerous temptations proposed by the consumer market, we recognize the need to analyze the effectivity of persuasive techniques commonly used in the advertising industry with marketing purposes. Accordingly, we aimed to conduct a semiotic analysis about the resources used in commercials for television, intentionally produced in order to influence viewers, pointing towards possible effects caused in the receivers of such messages. For this purpose, our corpus consisted of advertising texts of car brands that explore the humor, resource commonly used in this type of genre in contemporary times, considering his character irreverent and catchy, which promotes not only the empathy of consumers in relation to brand, but also their adhesion to advertised product. We still have had as aim, to reflect on the language of advertising texts and their implications with regard to the social aspect as to the scope given to it - as well as the intention to analyze their influence on the subjects receiving, such as the case of the power of speech used, given its linguistics importance. Thus, the analysis consists of a qualitative approach, grounded in some theoretical lines for its reasoning, highlighting the contributions of Bakhtin (1997), Possenti (2007), Pierce (2010) and Santaella (2008 and 2010). Finally, some considerations with regard to didactic and pedagogical application of semiotics, proposing greater use of advertising texts in classrooms, in order to arouse the students´ interest in reading and critical interpretation of the genre analyzed in order to better develop the skills of reflection and discernment. / Diante de uma sociedade cada vez mais inserida em um sistema capitalista e que tende a se render às inúmeras tentações propostas pelo mercado consumidor, reconhecemos a necessidade de analisar a efetividade das técnicas persuasivas comumente utilizadas no ramo publicitário com fins mercadológicos. Nesse sentido, objetivamos realizar uma análise semiótica acerca dos recursos empregados nos anúncios publicitários para televisão, intencionalmente produzidos com o fim de influenciar os espectadores, apontando possíveis efeitos de sentido causados nos receptores dessas mensagens. Para tanto, nosso corpus se constituiu de textos publicitários de marcas de automóveis que exploram o humor, recurso bastante utilizado nesse tipo de gênero na contemporaneidade, tendo em vista o seu caráter irreverente e contagiante, que promove não apenas a simpatia do consumidor em relação à marca, mas também sua adesão ao produto divulgado. Tivemos ainda como escopo fazer uma reflexão acerca da linguagem dos textos publicitários e suas implicações no que se refere ao seu aspecto social - quanto ao alcance que lhe é dado - assim como a pretensão de analisar sua influência nos sujeitos receptores, como é o caso do poder do discurso utilizado, dada a sua importância linguística. Dessa forma, a análise consiste em uma abordagem qualitativa, ancorada em algumas linhas teóricas para sua fundamentação, destacando-se as contribuições de Bakhtin (1997), Possenti (2007), Pierce (2010) e Santaella (2008 e 2010). Por fim, são feitas algumas considerações com respeito à aplicação didático-pedagógica da semiótica, propondo maior utilização de textos publicitários em salas de aula, com o intuito de despertar o interesse dos alunos pela leitura e interpretação crítica do gênero textual analisado, a fim de melhor desenvolver as capacidades de reflexão e discernimento.

Les rapports entretenus par le droit de l’Union européenne et le droit français de la propriété publique sont équivoques. Alors que l’article 345 TFUE témoigne, a priori, de la neutralité du droit de l’Union européenne quant aux régimes de propriété nationaux, le premier possède des incidences tangibles sur le second. La présente thèse s’applique d’abord à en démontrer les ressorts théoriques : compte tenu de l’emprise systémique et de la prééminence des règles concurrentielles, la portée de l’article 345 TFUE se révèle presque nulle. À cela s’ajoute une mutation conceptuelle des notions de propriété et de biens publics : redéfinissant et rompant le lien entre appropriation publique, intérêt général et satisfaction de l’utilité publique, le droit de l’Union européenne substitue une vision renouvelée de la propriété publique, englobant l’ensemble des biens contrôlés par les personnes publiques et ayant une valeur patrimoniale. À la neutralisation conceptuelle succède un infléchissement matériel de la propriété publique. Même si la réception en droit français est parfois incertaine ou insuffisante, l’application des règles de concurrence ou du droit des aides d’État altére les régimes d’acquistion, de gestion ou de cession des biens publics. Favorisant la fragmentation et la privatisation du droit de la propriété publique, le droit de l’Union européenne semble aussi en mesure de remettre en cause les privilèges d’insaisissabilité et d’incessibilité à vil prix. Accélérant la décomposition de la propriété publique, son influence n’en constitue pas moins une opportunité, celle-ci étant susceptible de permettre une refondation cohérente de l’édifice français. / Interactions between European Union law and French law can be confusing when it comes to public property. Although it a priori testifies of the neutrality with which the European Union law deals with public property regulations at national scale, article 345 TFUE actually has tangible impacts on them. This thesis first looks to demonstrate the theoretical aspects behind it: given the pre-eminence and systemic influence of competition rules, the reach of article 345 TFUE turns to be almost void. In addition to this arises a conceptual mutation in the notions of property right and public ownership: as it redefines and breaks the link between public appropriation, general interest and the satisfaction of public affectation, the European Union law brings a renewed vision of public property which encompasses all the assets controlled by a public-law person and having a heritage value. To the conceptual neutralization succeeds a substantive inflection of public property. Although its reception under French law is sometimes uncertain or insufficient, the application of competition or State aid rules alters the acquisition, operation and disposal schemes for publicly-owned assets. Since it fosters the fragmentation and privatization of the public property law, it appears that the European Union law is also able to question the privileges of unseizability and the principle according to which a publicly-owned asset cannot be sold at a price lower than its market value. Accelerating the decomposition of public property, its influence remains nonetheless an opportunity as it could lead to a comprehensive re-founding of the French edifice.