It is argued that there is a need to extend our understanding and knowledge of the magnitude to which the elements of corporate visual identity (CVI) are perceived as the communicators of brand personality and hence corporate image, by the consumers. This thesis extends the knowledge about corporate visual identity (CVI) factors, particularly, name, logo, and colours, by developing a comprehensive model which incorporates corporate visual identity (CVI) elements and brand personality (BP) traits (sophistication, sincerity, ruggedness, excitement, competence). The thesis focuses on the association of types of brand names with brand personality traits. This study also focuses on the different types of logos and their associations with different personality traits and on associations of different brand colours with different brand personality traits. A quantitative approach was adopted. A conceptual model was developed. This model looked at brand name, logo and colour and their collective association with, as well as their influence in, developing a brand‘s personality. A questionnaire was prepared and pretesting was carried out to test whether the constructs of the model were valid and reliable and that the instrument used was fit for purpose. Pakistan was the context for this research, and the brands chosen represented the cellular telecom industry of Pakistan. A sampling frame of Pakistani youth was chosen, with an age bracket of 18-26, as this age group which constitutes the highest usage of cellular services in Pakistan. The sample size was 1400, and the sampling method was stratified random sampling. Cross-tabulation analysis was conducted to test the hypotheses. The results from this study suggest that CVI has a significant positive impact on brand personality development. One of the strongest messages to emerge from this study is that CVI elements (namely, brand name, logo, and brand colours) are found to be essential for the creation of brand personality. This study provides a model that managers can use to influence consumers‘ perceptions and buying behaviour and also helps in the positioning of a brand in differentiating it from the competition. This study makes its contribution in that it is the first to empirically test the associations of CVI elements with BP traits and to present a conceptual model which examines the influence of CVI elements in shaping a brand‘s personality and establishing an integrative view of CVI elements and brand personality traits, and, to do so from South Asian perspective. This study is the first to clearly define the role of brand names in creating brand personalities, associating brand name types with brand personality traits and to establish an empirical relationship between types of brand names and various personality traits. This is the first study to provide empirical evidence to support the claim that brand logo types are associated with specific brand personality traits and to clearly associate brand colours with specific brand personality traits. Findings from this study allow companies in other business sectors as well as in other countries to develop their CVI strategy and to modify their CVI strategies to influence the brand personalities.

Title of study: Proposal for the corporate design of FTVS UK Study aim: An analysis of the present situation in the area of the faculty's visual style and proposals for its amelioration by means of a graphic manual. Method: Analysis of internal and external documents and a semi-structured interview are used in this Master's Thesis. Results: A complete graphic manual of FTVS will be presented as a final proposal for an amelioration of the present state. Key words: company communication, company identity, corporate design, logo, graphic manual

Esta dissertação de mestrado trata da análise de três programas de identidade visual, criados por designers de destaque no campo profissional, formados pela escola racionalista. Os casos escolhidos foram desenvolvidos para grandes empresas brasileiras nas décadas de 1960 e 1970, e redesenhados na década de 1990. O estudo se concentrou na comparação entre estes programas considerando as mudanças culturais, sociais e econômicas que conduziram sua criação e seu redesenho em busca da resposta à questão: os princípios da escola funcionalista e racionalista, tendência que predominou dos anos 1960 até meados dos anos 1970, ainda são praticados no âmbito das identidades visuais? / This masters thesis analyses three visual identity programs, created by distinct professionals, formed by the rationalist school. The chosen cases were developed for large Brazilian companies in the 1960s and 1970s, and redesigned in the 1990s. The study focused on the comparison between these programs considering the cultural, social and economic changes which led to its creation and redesign aiming to answer the question: are the principles of the rationalist and functionalist school, a trend that dominated the 1960s until the mid-1970s, still practiced within the visual identities?

Submitted by Caroline Xavier (caroline.xavier@pucrs.br) on 2017-11-14T11:06:28Z No. of bitstreams: 1 DIS_HEITOR_MORSCHEL_COMPLETO.pdf: 965783 bytes, checksum: 493320a1a6c6597e5bddcab113a5cbcf (MD5) / Approved for entry into archive by Caroline Xavier (caroline.xavier@pucrs.br) on 2017-11-14T11:06:41Z (GMT) No. of bitstreams: 1 DIS_HEITOR_MORSCHEL_COMPLETO.pdf: 965783 bytes, checksum: 493320a1a6c6597e5bddcab113a5cbcf (MD5) / Made available in DSpace on 2017-11-14T11:06:49Z (GMT). No. of bitstreams: 1 DIS_HEITOR_MORSCHEL_COMPLETO.pdf: 965783 bytes, checksum: 493320a1a6c6597e5bddcab113a5cbcf (MD5) Previous issue date: 2017-08-25 / The present Work: The Catholicity of the Church in the Light of Evangelii Gaudium and the Challenges of the Plural Society aims to approach the relevance of the positive relationship of the Church, understood from its catholicity, with the increasingly diversity in the society, taking into account the Contributions of the Apostolic Exhortation Evangelii Gaudium by Pope Francis. Today's diversity in the society is increasingly bringing humanity to pluralism, understood as a new way of reading, interpreting and living in this new reality. The challenges to the Christian faith are innumerable. However, three challenges stand out: cultural, religious and social. In face of them, the Church, through the category of Catholicity, understood as totality, which grounds its identity and universality, intends to be a sign of communion and hope. In front of cultural pluralism and globalization, Christian faith must recognize its catholicity based on religious identity, highlighting what is essential and what is formal in its identity. That allows being open to a dialogue with cultures. In front of religious and social pluralism, the Church, in the exercise of its mission, must open itself to dialogue and hospitality with the Christian Churches, with the various religions, in a perspective of an "outgoing" Church, going to the existential peripheries, leading to the Joy of the Gospel to all people. / A presente disserta??o de mestrado: A Catolicidade da Igreja ? Luz da Evangelii Gaudium e os Desafios da Sociedade Plural, pretende abordar a relev?ncia da rela??o positiva da Igreja, entendida a partir da sua catolicidade, com a sociedade cada vez mais diversificada, levando em conta as contribui??es da Exorta??o Apost?lica Evangelii Gaudium, do Papa Francisco. A sociedade diversificada atual est? levando cada vez mais a humanidade ao pluralismo, compreendido como uma nova forma de ler, interpretar e viver nesta nova realidade. Os desafios para a f? crist? s?o in?meros. Todavia, tr?s desafios ganham destaque: o cultural, o religioso e o social. Frente a eles a Igreja, atrav?s da categoria da catolicidade, entendida como totalidade, que tem como fundamento a identidade e como consequ?ncia a universalidade, pretende ser um sinal de comunh?o e esperan?a. Diante do pluralismo cultural e da globaliza??o, a f? crist? precisa reconhecer a sua catolicidade a partir da identidade religiosa, destacando o que ? essencial e o que ? formal nesta identidade e abrir-se a um di?logo com as culturas. Diante do pluralismo religioso e social, a Igreja no exerc?cio de sua miss?o, precisa abrir-se ao di?logo e ? hospitalidade com as Igrejas crist?s, com as diversas religi?es, numa perspectiva de Igreja ?em sa?da?, indo ?s periferias existenciais, levando a Alegria do Evangelho a todas as pessoas.

Submitted by PPG Educa??o (educacao-pg@pucrs.br) on 2017-12-26T13:36:27Z No. of bitstreams: 1 MICHELLE GUIRAMAND.pdf: 2338248 bytes, checksum: 060ce39af2d3e3eabe06ce7a73438067 (MD5) / Approved for entry into archive by Caroline Xavier (caroline.xavier@pucrs.br) on 2017-12-29T10:59:28Z (GMT) No. of bitstreams: 1 MICHELLE GUIRAMAND.pdf: 2338248 bytes, checksum: 060ce39af2d3e3eabe06ce7a73438067 (MD5) / Made available in DSpace on 2017-12-29T11:03:05Z (GMT). No. of bitstreams: 1 MICHELLE GUIRAMAND.pdf: 2338248 bytes, checksum: 060ce39af2d3e3eabe06ce7a73438067 (MD5) Previous issue date: 2017-11-24 / The complex relationship that coaches and athletes establish throughout years together is permeated by multiple feelings, meanings, and emotions. It is crossed by moments that demand high levels of perfection, productivity, competence and, at the same time, a deep connection between both sides, turning this relationship into a mixture of feelings that oscillate between affection, anger, admiration, confidence and even disappointment. Aiming to discuss important elements that move along this relationship, the coach-athlete relationship was examined through the eyes of Buber's theory, which understands the dialogic existence of the I-Thou as the foundation of human relations and the I-It as the environment and support of experience, knowledge and application. This way, the general objective of this study is to analyze the significance of the coach-athlete relationship in the learning and athletic proficiency of high performance athletes of individual sports modalities from the perspective of Buber's I-Thou and I-It theory. The specific objectives of this research are: to evaluate how the I-Thou and I-It theory, unfolded in the coach-athlete relationship, reflects on the high-performance learning and performance of individual sports modalities and to identify which learning and performance indicators emerge from the I-Thou and the IIt theory in the coach-athlete relationship in individual sports modalities. A semistructured interview was used as the collection instrument of the study and applied on high performance athletes of individual sports modalities and their respective coaches, using as method of analysis of the results the discursive textual analysis. The data analysis of the interviews revealed that the I-Thou and the I-It elements shift constantly, permeating the coach-athlete relationship. Therefore, reciprocity, gathering, confidence, and support are the main characteristics found in the I-Thou relationship, while objectivity, utility, and distance are the characteristics found in I-It, having a direct influence upon learning and sports performance. / A complexa rela??o que treinador e atleta estabelecem ao longo dos anos de conv?vio est? permeada por m?ltiplos sentimentos, significados e emo??es. Atravessada por momentos de exig?ncia de altos graus de perfei??o, produtividade e compet?ncia e, ao mesmo tempo, por uma profunda conex?o entre o treinador e o atleta, esta rela??o est? fundamentada por um misto de sentimentos que oscilam entre o afeto, a raiva, a admira??o, a confian?a e at? mesmo a decep??o. Procurando debater sobre importantes elementos que transitam por este relacionamento, a rela??o treinador-atleta ? examinada ? luz da teoria de Buber, que entende a exist?ncia dial?gica do Eu-Tu como o fundamento das rela??es humanas, mas que tamb?m considera a rela??o Eu-Isso como o lugar e o suporte da experi?ncia, do conhecimento e da utiliza??o. O objetivo geral deste estudo ? analisar o significado da rela??o treinador-atleta na aprendizagem e profici?ncia esportiva do atleta de alto rendimento de modalidades esportivas individuais sob a ?tica do Eu-Tu e Eu-Isso de Buber. Como objetivos espec?ficos a pesquisa se prop?e a avaliar como os desdobramentos do Eu-Tu e do Eu-Isso na rela??o treinador-atleta refletem na aprendizagem e no desempenho esportivo de alto rendimento de modalidades esportivas individuais e identificar quais os indicadores de aprendizagem e desempenho que emergem do Eu-Tu e do Eu-Isso na rela??o treinador-atleta em modalidades esportivas individuais. Como instrumento de coleta de dados foi utilizada a entrevista semi-estruturada com atletas de alto n?vel de desempenho de modalidades esportivas individuais e seus respectivos treinadores, usando como m?todo de an?lise dos resultados a an?lise textual discursiva. A an?lise dos dados obtidos por meio das entrevistas mostrou que elementos do Eu-Tu e do Eu-Isso est?o em permanente movimento de ir e vir, permeando a rela??o treinador-atleta. Assim, reciprocidade, encontro, confian?a e suporte s?o as principais caracter?sticas encontradas na rela??o treinador-atleta no modo Eu-Tu, enquanto objetividade, utiliza??o e distanciamento s?o as caracter?sticas reveladas no modo Eu-Isso, influenciando diretamente a aprendizagem e o desempenho esportivo.

Submitted by PPG Letras (letraspg@pucrs.br) on 2018-06-05T19:13:15Z No. of bitstreams: 1 Tese_Jonas.pdf: 2366404 bytes, checksum: f7dead1d5f51b6f94f71d20c9d2bc769 (MD5) / Approved for entry into archive by Sheila Dias (sheila.dias@pucrs.br) on 2018-06-12T13:37:44Z (GMT) No. of bitstreams: 1 Tese_Jonas.pdf: 2366404 bytes, checksum: f7dead1d5f51b6f94f71d20c9d2bc769 (MD5) / Made available in DSpace on 2018-06-12T13:48:38Z (GMT). No. of bitstreams: 1 Tese_Jonas.pdf: 2366404 bytes, checksum: f7dead1d5f51b6f94f71d20c9d2bc769 (MD5) Previous issue date: 2018-03-27 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior - CAPES / This thesis connects the concepts of consciousness and relevance, applying them to the study of the dialogue between teacher and student undertaken on the classroom. The main goal consists in to approach the dialogical interaction on teaching-learning situations, considering the roles of teacher and student, aiming to propose a theoretical-practical contribution to the linguistic-pedagogical concepts which underlie such situations, by means of a psycholinguistic interface. This work is mainly based on the concepts of consciousness and linguistic consciousness (BAARS, 1997; DEHAENE, 2009; GOMBERT, 1992), relevance (SPERBER; WILSON, 1986; 1995; 2005; derived from GRICE, 1975), educational dialogue (WALTON, 2012) and mediation (VYGOTSKY, 1991; 1993), by means of a psycholinguistic interface of such concepts, considering the other areas and subareas involved, based, also, on interdisciplinary perspectivism from interdisciplinarity (COSTA, 2007). Cognitive and communicative characteristics from the dialogue are investigated, under language processing?s prism, proposing, towards the theoretical imbrication between Linguistics and Psychology, based, respectively, on the pragmatic notion of relevance and the psychologic-cognitive notion of consciousness, the interdisciplinary constitution of a specific kind of dialogue geared onto learning situations. In such dialogue, the teacher assumes a manager position concerning the interaction by using its metacognitive capacity to focalize its attention on characteristics regarding the processes of language comprehension and production, looking to its maximum relevance and, therefore, optimizing the knowledge?s production mediation. From a metacognitive analysis disposition (MAD) concerning the language, the agent turns out to be able to communicate in a conscient manner, which constitutes what we name as ?Conscient Pedagogical Dialogue? (CPD). The investigation concerning this kind of dialogue is geared towards two questions, which outline the approached research problem: a) Which linguistic and metalinguistic aspects from pedagogical dialogue may be raised as preponderant to the production of knowledge in formal teaching situations?; and b) How the professor?s consciousness concerning linguistic aspects of the dialogue may be preponderant to the knowledge?s production mediation?. Considering this research problem, this work contributions are placed, on a theoretical field, whereas interdisciplinary conceptual innovations, as MAD and CPD, and, on a practical field, whereas the proposal?s application potential by means of CPD?s exemplification processing and Consciousness Self-Application Quiz?s constitution, looking into teacher training. This study?s main conclusion regards the proposition?s potential contribution into the professor?s role as a conscient manager of teaching with a view to the learning?s potentialization by means of the dialogue. / Esta tese relaciona os conceitos de consci?ncia e de relev?ncia, aplicando-os ao estudo do di?logo empreendido em sala de aula entre professor e aluno. O objetivo geral ? abordar a intera??o dial?gica em situa??es de ensino-aprendizagem, considerando as fun??es do professor e do estudante, visando a uma proposta de contribui??o te?rico-pr?tica para os conceitos lingu?stico-pedag?gicos que subjazem a tais situa??es, a partir de uma interface psicolingu?stica. O trabalho se fundamenta principalmente nos conceitos de consci?ncia e consci?ncia lingu?stica (BAARS, 1997; DEHAENE, 2009; GOMBERT, 1992), relev?ncia (SPERBER; WILSON, 1986; 1995; 2005; derivada de GRICE, 1975), di?logo educacional (WALTON, 2012) e media??o (VYGOSTSKY, 1991; 1993), em uma interface psicolingu?stica desses conceitos, considerando as demais ?reas e sub?reas envolvidas, e baseando-se na vis?o de interdisciplinaridade por meio da intradisciplinaridade (COSTA, 2007). S?o estudadas caracter?sticas cognitivas e comunicacionais do di?logo, sob o prisma do processamento da linguagem, propondo, a partir da imbrica??o te?rica entre Lingu?stica e Psicologia, com base, respectivamente, na no??o pragm?tica de relev?ncia e na no??o psicol?gico-cognitiva de consci?ncia, a constitui??o interdisciplinar de um tipo de di?logo espec?fico das situa??es de aprendizagem. Nesse di?logo, o professor assume a posi??o de gestor da intera??o ao utilizar-se da capacidade de metacogni??o para focalizar sua aten??o a caracter?sticas dos pr?prios processos de compreens?o e produ??o de linguagem, visando a sua m?xima relev?ncia e, por conseguinte, otimizando a media??o da produ??o de conhecimento. A partir de uma disposi??o metacognitiva de an?lise (DMA) da pr?pria linguagem, ele ? capaz de comunicar-se de forma consciente, constituindo o que denominamos ?Di?logo Pedag?gico Consciente? (DPC). O estudo desse tipo de di?logo est? norteado por duas quest?es, que delineam o problema de pesquisa abordado: a) Quais aspectos lingu?sticos e metalingu?sticos do di?logo pedag?gico podem ser levantados como preponderantes para a produ??o de conhecimento em situa??o formal de ensino?; e b) Como a consci?ncia do professor sobre os aspectos lingu?sticos do di?logo pode ser preponderante para a media??o na produ??o de conhecimento?. Tendo em vista esse problema de pesquisa, as contribui??es do trabalho se d?o, no ?mbito te?rico, considerando inova??es conceituais interdisciplinares, como a DMA e o pr?prio DPC, e, no ?mbito pr?tico, considerando o potencial de aplica??o da proposta por meio da exemplifica??o do processamento do DPC e por meio da constitui??o de um Question?rio Autoaplic?vel de Consci?ncia, visando ? forma??o docente. A principal conclus?o do estudo diz respeito ao potencial de contribui??o da proposta para uma defini??o do papel sociopedag?gico do professor como mediador consciente da situa??o de aprendizagem, com vistas ? potencializa??o da aprendizagem por meio do di?logo.

Submitted by Sara Ribeiro (sara.ribeiro@ucb.br) on 2017-12-18T11:49:40Z No. of bitstreams: 1 DouglasLeitePiassonDissertacao2017.pdf: 1743875 bytes, checksum: 38b689522f14efacaf96affdf13426af (MD5) / Approved for entry into archive by Sara Ribeiro (sara.ribeiro@ucb.br) on 2017-12-18T11:49:48Z (GMT) No. of bitstreams: 1 DouglasLeitePiassonDissertacao2017.pdf: 1743875 bytes, checksum: 38b689522f14efacaf96affdf13426af (MD5) / Made available in DSpace on 2017-12-18T11:49:48Z (GMT). No. of bitstreams: 1 DouglasLeitePiassonDissertacao2017.pdf: 1743875 bytes, checksum: 38b689522f14efacaf96affdf13426af (MD5) Previous issue date: 2017-11-10 / The subject of this study refers to the religious sense in the university professional formation of the Brazilian psychologist. Since its regulation as a profession, Psychology has been directing efforts to train and train qualified professionals to work in the various areas of the psychological field. This concern emerges, mainly, from the 70s, due to the economic and political scenario experienced in the country. Among the contemporary demands that are present in this complex professional scenario, more and more have sought to understand those who enjoy the psychological services from the perspective of the integrality of the person, requiring the psychologist a qualification consistent with this reality. In this context, it reemerges the theme of religious sense, a theme present since the beginning of Psychology, but silenced during consecutive decades throughout much of the twentieth century, and which is increasingly gaining the current scenario of productions in the area. However, it is still a field full of challenges and lacking in advances, especially with regard to the training of professionals in this area in order to enable a more appropriate and committed action with the socio-cultural reality where it is inserted. Given the importance of religiosity for the Brazilian population, and this dimension being necessary for the training of professionals qualified to act in a competent, sensitive and ethical manner, this dissertation had the general objective to investigate "if", "how much" and "how" the theme of the religious sense has been approached in undergraduate curricula in psychology in Brazil. For this, a methodological stance of mixed research was adopted, employing documentary research techniques as the main research resource, focusing on the analysis of undergraduate curricula in psychology of Brazilian universities. It was verified that the subject has been approached in the Brazilian universities, being present in about 20% of the analyzed institutions, being mostly universities located in the Southeast region, private for-profit institutions and Catholic confessional vote. The general analysis of the disciplines points to the predominance of theoretical disciplines, assuming a compulsory character, when in institutions with confessional vote and optional character in the universities without explicit confessional vote, with a workload of 60 hours, distributed in 4 credits and offered in the first half of the psychology course. As for the disciplines that come specifically from psychology, they have an optional character and have been more frequently named Psychology of Religion, despite the identification of a rich diversity of names, more emphatically addressing conceptual and historical aspects in their contents, having as main focus of study the concept of Religious Experience. It discusses the importance of the resumption of the theme in the spaces of professional training of the psychologist, proposing the insertion of specific disciplines that deal with the subject in the undergraduate from the interlocution between theory and practice in the field. / O tema deste estudo refere-se ao senso religioso na forma????o profissional universit??ria do psic??logo brasileiro. Desde sua regula????o como profiss??o, a Psicologia vem direcionando esfor??os para formar e capacitar profissionais qualificados para atuar nas diversas ??reas do campo psicol??gico. Esta preocupa????o emerge, principalmente, a partir dos anos 70, devido ao cen??rio econ??mico e pol??tico vivenciado no pa??s. Dentre as demandas contempor??neas que se apresentam neste complexo cen??rio profissional, cada vez mais tem se buscado a compreens??o daqueles que usufruem dos servi??os psicol??gicos a partir da ??tica da integralidade da pessoa, exigindo por parte do psic??logo uma capacita????o condizente com esta realidade. Neste contexto, reemerge a tem??tica do senso religioso, tema presente desde os prim??rdios da Psicologia, mas silenciado durante d??cadas consecutivas ao longo de boa parte do s??culo XX, e que cada vez mais vem ganhando o cen??rio atual das produ????es na ??rea. Entretanto, configura-se ainda um campo pleno de desafios e carecendo de avan??os, especialmente no que tange ?? forma????o do profissional nesta ??rea, de modo a possibilitar uma atua????o mais condizente e comprometida com a realidade sociocultural onde est?? inserido. Dada a import??ncia da religiosidade para a popula????o brasileira, e sendo esta dimens??o necess??ria para a forma????o de profissionais capacitados para atuarem de forma competente, sens??vel e ??tica, esta disserta????o teve por objetivo geral investigar ???se???, ???o quanto??? e ???como??? o tema do senso religioso tem sido abordado nos curr??culos universit??rios de gradua????o em psicologia no Brasil. Para isto, adotou-se uma postura metodol??gica de pesquisa mista, empregando t??cnicas da pesquisa documental como principal recurso de investiga????o, debru??ando sobre as an??lises dos curr??culos de gradua????o em psicologia das universidades brasileiras. Constatou-se que o tema tem sido abordado nas universidades brasileiras, estando presente em cerca de 20% das institui????es analisadas, sendo em sua maioria universidades localizadas na regi??o Sudeste, em institui????es privadas com fins lucrativos e de voto confessional cat??lico. A an??lise geral das disciplinas aponta para a predomin??ncia de disciplinas de cunho te??rico, assumindo um car??ter obrigat??rio, quando em institui????es confessionais e optativo nas universidades sem voto confessional expl??cito, com carga hor??ria de 60 horas, distribu??das em 4 cr??ditos e ofertadas na primeira metade do curso de psicologia. Quanto ??s disciplinas advindas especificamente da psicologia, constata-se que possuem car??ter optativo e tem sido nomeadas de forma mais frequente como Psicologia da Religi??o, apesar da identifica????o de uma rica diversidade de nomes, abordando de forma mais enf??tica aspectos conceituais e hist??ricos em seus conte??dos, tendo como principal foco de estudo o conceito de Experi??ncia Religiosa. Discute-se a import??ncia da retomada do tema nos espa??os de forma????o profissional do psic??logo, propondo a inser????o de disciplinas espec??ficas que tratem do tema na gradua????o a partir da interlocu????o entre teoria e pr??tica no campo.

Made available in DSpace on 2015-04-14T13:38:34Z (GMT). No. of bitstreams: 1 437298.pdf: 908117 bytes, checksum: 1555c22810e51593260eed141f4b69a4 (MD5) Previous issue date: 2012-01-04 / On the theoretical level, the study investigates the dialogical inferential processes, in natural and virtual-interactive contexts, as a complex form of communication. On the metatheoretical level, the work investigates and illustrates the approach proposed by the Metatheory of Interfaces (COSTA, 2007a), while an organizational apparatus to deal with interdisciplinary research, since the theoretical object is characterized as a phenomenon in which elements of logic-linguistic and cognitive nature interact. The research is then characterized as a reflection in the field of the inferential theory of meaning, taking in consideration impacts of Digital Culture. / Em termos te?ricos, investigam-se os processos inferenciais dial?gicos, em contextos naturais e virtual-interativos, como forma complexa de comunica??o. No plano metate?rico, investiga-se e ilustra-se a proposta da Metateoria das Interfaces (COSTA, 2007a), enquanto aparato organizacional de pesquisas interdisciplinares, uma vez que o nosso objeto te?rico ? tomado como fen?meno de natureza l?gico-lingu?stico-cognitiva. O presente trabalho caracteriza-se, assim, como um conjunto de reflex?es no campo da teoria inferencial da significa??o, considerando-se impactos da Cultura Digital.

Made available in DSpace on 2015-04-14T13:38:46Z (GMT). No. of bitstreams: 1 445469.pdf: 814844 bytes, checksum: a2c5bfb8be6c064ba4dce92707600967 (MD5) Previous issue date: 2013-01-09 / The research object of this paper is the inferential processing of politically incorrect language on the Internet. The aims of this paper are to describe the properties of the object and to evaluate inferential theories capacity to deal with it. In order to do so, an interdisciplinary approach is used, based on the Metatheory of Interfaces (COSTA, 2007). This paper is in a linguistic-cognitive-communicative perspective, as well as in a Semantics/Pragmatics interface. Inferences in natural language were investigated in this paper, therefore the inferential theories such as Grice s Implicature Theory (1975) were described and discussed, as well as the theories by Costa (2008), Levionson (2000) and Sperber & Wilson (1996). Since the notion of inference as ocurring in dialogues is assumed, theories of Dialogue by Bohm (1996), Walton (1989) and Costa (2011) were presented, as well as charactetistics of dialogues in virtual environments. Controversial topics are frequent on the Internet and bring about conversations and discussions that present language that is considered to be politically incorrect. Thus, notions on such language are presented, based on authors such as Lakoff (2000), Rajagopalan (2000) and Hornsby (2001). This theoretical framework leads this paper into the analysis, where it was possible to reason out that an interface approach is more effective to cope with the complexities of the inferences that occur in the politically incorrect language. / O objeto te?rico deste trabalho ? o processo inferencial da linguagem politicamente incorreta em di?logos na Internet. Este trabalho tem como objetivo descrever as propriedades desse objeto e avaliar a potencialidade de teorias inferenciais para analis?-lo. Para tanto, uma abordagem em interfaces ? utilizada, seguindo a Metateoria das Interfaces (COSTA, 2007) e adotando uma perspectiva Lingu?stica cognitiva-comunicativa e uma interface entre a Sem?ntica e a Pragm?tica. Neste trabalho, as infer?ncias em linguagem natural s?o investigadas, portanto uma descri??o de teorias inferencialistas como a Teoria das Implicaturas de Grice (1975), bem como as propostas de Costa (2008), Levinson (2000) e Sperber & Wilson (1996) s?o descritas e discutidas. Ao propor que o processo inferencial ocorre em trocas comunicativas, ou di?logos, as teorias sobre o di?logo de Bohm (1996), Walton (1989) e Costa (2011) s?o apresentadas, e uma vez que os di?logos ocorrem em ambiente virtual, caracter?sticas da comunica??o virtual s?o apresentadas. Nesse ambiente, assuntos pol?micos geram in?meros di?logos, onde linguagem considerada politicamente incorreta ocorre. Conceitos sobre tal linguagem s?o apresentados, seguindo autores como Lakoff (2000), Rajagopalan (2000) e Hornsby (2001), para ent?o chegar ? an?lise. Foi poss?vel concluir que uma abordagem em interfaces ? mais eficaz para lidar com as complexidades das infer?ncias que ocorrem na linguagem politicamente incorreta.

I dagens samhälle råder ett överutbud av produkter på marknaden där varje företag febrilt kämpar om att fånga kundens uppmärksamhet. Då modebranschen snurrar allt snabbare och kunden förväntar sig nya plagg i butik varje vecka, har en stark varumärkesidentitet visat sig vara av allt större betydelse . Företag inom samma bransch har en benägenhet till att producera varor som blir alltmer lika varandra gällande produktens egenskaper, utseende och pris. Då teknologins framsteg går allt snabbare ökar konkurrensen och risken finns att nylanserade produkter redan är omoderna när de introduceras för konsumenten. Den avgörande och återstående faktorn för konsumenten vid köp blir då varumärke. Märkets betydelse för varan har fått en allt större betydelse. Uppsatsen har skrivit utefter en kvalitativ och undersökande karaktär där teorier har varit grunden vilka sedan har byggts på med empiriskt material i form av intervjuer med personer ur målgruppen, marknadsförare samt anställda på Panos Emporio. Syftet är att beskriva och skapa förståelse för hur ett modeföretag i utvecklingsskede ska kunna behålla, underhålla och stärka sin varumärkesprofil med nya produktgrupper på en ny marknad. Panos Emporio har i över 20 års tid varit en av de största aktörerna inom badkonfektion. Varumärket är grundat av Panos Papadopoulos som än idag äger 100 procent av företaget. Uppfattningen som fås av oss författare som utomstående är att all företagsutveckling har baserats mer på känsla än struktur, vilket har gjort att vi ser tendens till inkonsekvens i exempelvis företagets varumärkesprofilering. De använder sig dag av tre olika logotyper som tillämpas på såväl varor som tags, men utan struktur. Genom att undersöka hur logotyp, profil och varumärke uppfattas kan en rekommendation tas fram till fallföretaget samt företag i liknande situation. Vidare måste det fastställas hur varumärket uppfattas i dagsläget, hur det ska uppfattas efter utveckling och vilka egenskaper som ska väga tyngre. Uppsatsen mening är också att minska gapet mellan hur ett varumärke samt profilering uppfattas internt och den faktiska uppfattningen.I undersökningen fick vi fram ett resultat som visade att männen och kvinnorna ur Panos Emporios målgrupp hade skilda uppfattningar om vilken logotyp som var mest tilltalande samt bäst representerar företaget. Experterna ansåg att man ska gå efter vad som är inarbetat och betonade vikten av en röd tråd i hela profileringen, vilket de tyckte saknades. Uppsatsen har lett fram till slutsatser om vad företag i utvecklingsfas bör ta med sig samt rekommendationer på hur fallföretaget Panos Emporio kan jobba vidare med sin varumärkesprofil.Today there is an oversupply of products on the market where each company has to frantically struggle to get the customer's attention. As the fashion industry is spinning faster, the result is that customers expect new clothes in the stores every week. Having a strong brand identity has therefore become more important. The logo is an important component in the brand image, and it can be based on letters or a symbol. To distinguish one t-shirt from another there is need for a mark that gives the product an identity. In the competitive fashion industry it is of great value to have a unique expression. The purpose of the thesis is therefore to evaluate Panos Emporio’s existing logos in order to find out which logo that is most suitable for the clothing collection. Theories about brand identity and consumer behavior laid the foundation for the dissertation. The thesis is based on a qualitative nature where interviews have been held with people from the target group, marketers and employees on Panos Emporio. Panos Emporio has had one of the leading roles in swimwear fashion for over 20 years. The brand was founded by Panos Papadopoulos who still owns 100 percent of the company. The feeling we get is that all business development has been based on what is suitable for the moment rather than having an organized structure. For example they are using three different logos on everything from apparel to website and tags. Overall the company’s profile shows a tendency of being inconsistent.The results showed that men and women from Panos Emporio’s target group had different opinions about the existing logos. The marketing experts thought that it is important to hold on to a logotype that is well established on the market and recognized by people. They also emphasized the importance of having a common thread throughout the company’s profile; something they thought was missing. The thesis ends with conclusions how companies with expanding business can combine their core values with a new consistent profile. Furthermore we of give recommendations to Panos Emporio how they can continue working with its brand image; where a consistent design language can create a sustainable and long-term identity. / Program: Textil produktutveckling med entreprenörs- och affärsinriktning