Submitted by Luciana Ferreira (lucgeral@gmail.com) on 2017-11-13T11:15:14Z No. of bitstreams: 2 Dissertação - Leonardo da Costa Vergara - 2017.pdf: 3348254 bytes, checksum: f6d080f89a73580a290687bf4308ca62 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Approved for entry into archive by Luciana Ferreira (lucgeral@gmail.com) on 2017-11-13T11:15:51Z (GMT) No. of bitstreams: 2 Dissertação - Leonardo da Costa Vergara - 2017.pdf: 3348254 bytes, checksum: f6d080f89a73580a290687bf4308ca62 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Made available in DSpace on 2017-11-13T11:15:51Z (GMT). No. of bitstreams: 2 Dissertação - Leonardo da Costa Vergara - 2017.pdf: 3348254 bytes, checksum: f6d080f89a73580a290687bf4308ca62 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2017-08-30 / This work is linked to the research line Principleson Educational Processes of the Post-Graduation Program in Education of the Federal University of Goiás, whose general objective was to analyze the logic that determines the production processes in the Post-Graduation and the specific objectives were to understand the Capitalist mode of production; to understand the process of productivity in capitalism; to analyze the rationality established by CAPES for the Post-Graduate Programs in Brazil; to reveal the relation between the rationality established by CAPES for the Postgraduate and the productive logic of capitalist society and to investigate how the rationality established by CAPES resonates in an area of the Knowledge and in a program of Postgraduate concept 7. For this, a documentary research of the five PNPGs was realized, being I PNPG (1975- 1979), II PNPG (1982-1985), III PNPG (1986-1989), PNPG (2005-2010), V PNPG (2011-2020), the documents of the area of Astronomy and Physics of the years 2007, 2010 and 2013 and the results of the triennial evaluations of 2007, 2010 and 2013 of the Postgraduate course in Physics of USP. It was observed the presence of the dictates of the capital in the direction that is given for the formation of professionals for private companies, of professionals qualified for the process of industrialization, the formation of professions necessary for the labor market, the induction of productivity, and why not to say of productivism in the production of knowledge, in the valorization of the type of experimental or applied research, in the product of research linked to innovation and the technology constituting the patent and in the promotion of research lines that are not theoretical. Thus we conclude that the productivity logic and the logic of the instrumental, pragmatic and functional reason of capitalist production structure the Post-Graduation in Brazil. / Este trabalho está vinculado à linha de pesquisa Fundamentos dos Processos Educativos do Programa de Pós-Graduação em Educação da Universidade Federal de Goiás, cujo objetivo geral foi analisar a lógica que determina os processos de produção na Pós-Graduação e os objetivos específicos foram compreender o modo de produção capitalista; entender o processo de produtividade no capitalismo; analisar a racionalidade estabelecida pela CAPES para os Programas de Pós-Graduação no Brasil, revelar a relação entre a racionalidade estabelecida pela CAPES paraa Pós-graduação e a lógica produtiva da sociedade capitalista e investigar como a racionalidade estabelecida pela CAPES ressoa em uma área do conhecimento e em um programa de Pós- Graduação conceito 7. Para tal, foi realizado um estudo documental dos cinco Planos Nacionais de Pós-Graduação, sendo I PNPG (1975-1979), II PNPG (1982-1985), III PNPG (1986-1989), PNPG (2005-2010), V PNPG (2011-2020), os documentos da área de Astronomia e Física dos anos de 2007, 2010 e 2013 e os resultados das avaliações trienais de 2007, 2010 e 2013 do curso de Pós- Graduação em Física da USP. Observou-se a presença dos ditames do capital na direção que se dá para formação de profissionais para empresas privadas, de profissionais qualificados para o processo de industrialização, de formação de profissões necessárias ao mercado de trabalho, na indução da produtividade, e por que não dizer do produtivismo na produção do conhecimento, na valorização do tipo de pesquisa experimental ou aplicada, no produto de pesquisa ligado a inovação e a tecnologia constituidora de patente e no fomento de linhas de pesquisados que não sejam teóricas. Assim concluímos que a lógica da produtividade e a lógica da razão instrumental, pragmática e funcional da produção capitalista estrutura a Pós-Graduação no Brasil.

Orientador: Sueli Guadelupe de Lima Mendonça / Resumo: A partir dos anos 1990, o neoliberalismo vem direcionando, paulatinamente, suas ações para a privatização da educação pública brasileira, utilizando-se das reformas educacionais nas redes públicas de ensino e, pouco a pouco, promovendo mudanças nos objetivos da educação, na atividade docente e na formação juvenil, tratando a educação como possibilidade de lucro, transformando-a em mercadoria. No estado de São Paulo não é diferente, com o discurso da melhoria da qualidade da educação e com políticas educacionais flexíveis, os diferentes governos do PSDB, ao longo de sete mandatos, estimularam e continuam impulsionando transformações no currículo escolar, nos conteúdos disciplinares e no trabalho docente, em que as avaliações em larga escala são, ao mesmo tempo, objetivo e orientação das ações pedagógicas da educação pública paulista. Nesse sentido, a partir do materialismo histórico dialético e da teoria histórico-cultural, a investigação se propôs a discutir a questão da formação continuada de professores oferecida pela Secretaria Estadual de Educação e parte estratégica do programa São Paulo Faz Escola para a reestruturação da educação pública paulista, que tem como intenção formar uma subjetividade docente padronizada e alinhada com preceitos educacionais neoliberais, desrespeitando contextos e circunstâncias escolares. Assim, a pesquisa teve como objetivo analisar as relações entre o programa São Paulo Faz Escola e formação continuada, principalmente, em suas implicações n... (Resumo completo, clicar acesso eletrônico abaixo) / Abstract: Since the 1990s, neoliberalism has gradually directed its actions towards the privatization of Brazilian public education, making use of educational reforms in public education networks and, little by little, promoting changes in the objectives of education, in teaching activities and in youth formation, treating education as a possibility of profit, transforming it into merchandise. In the state of São Paulo, it is no different, with the discourse of improving the quality of education and flexible educational policies, the different PSDB governments, over seven terms, stimulated and continue to drive changes in the school curriculum, in the disciplinary contents and in the teaching work, in which large-scale evaluations are, at the same time, the objective and orientation of pedagogical actions in São Paulo public education. In this sense, based on dialectical historical materialism and historical-cultural theory, the investigation set out to discuss the issue of continuing teacher education offered by the State Department of Education and a strategic part of the São Paulo Faz Escola program for the restructuring of public education paulista, whose intention is to form a standardized teaching subjectivity and aligned with neoliberal educational precepts, disrespecting school contexts and circumstances. Thus, the research aimed to analyze the relationship between the São Paulo Faz Escola program and continuing education, mainly, in its implications for the activity of teacher... (Complete abstract click electronic access below) / Mestre

Purpose –Comparing the accessibility of e-commerce for General Merchandise, between major retailers and novelties, in the conformance of web accessibility guidelines, and the implementation of rich internet applications specifications. So that to figure out whether the differences exist between them, if so, what are the differences, and analyzing upcoming e-commerce and established e-commerce.  Method – The descriptive and quantitative case studies were used to evaluated 45 websites respectively from major retailers and novelties in General Merchandise of e-commerce, where sample websites were selected from Alexa’s rank lists. Then the WAVE tool, Accessibility Quantitative Metric (WAQM), and Fona assessment were applied for analyzing cases for representing the accessibilities and answering the research questions of purpose.  Findings – ARIA specifications as a kind of technological solution really had positive functions on web accessibility when only focusing on accessibility guidelines, because the novelty websites with less ARIA attributes resulting in lower accessibility levels generally, even though there were also many other elements that can affect accessibility.  Implications – In the main branch of General Merchandise, the degree of web accessibility in major retailer websites was better than that in novelties, which means as far as e-commerce is concerned, the accessibility of mature websites that had been established for a long time was contemporarily stronger than that of new websites with creative products.  Limitations – From the perspective of the sample, there were limitations in sample sources, size, websites languages, while in the technical aspect, the evaluation of dynamic contents just aims at keyboard navigation, and the tool of Fona assessment also had restrictions.

近年來台灣景氣持續低迷，台灣綜合商品零售業的成長也受到不小的衝擊，在市場漸趨成熟與飽和的情況下，產業內競爭也漸趨激烈。如何在外在經濟環境欠佳，內在市場飽和下，有效提升經營效率，加強產業競爭能力，是目前台灣綜合商品零售業者最重要的課題。 　　本研究以資料包絡分析法（Data Envelopment Analysis）為基礎，並結合Metafrontier分析法，針對台灣地區2000年到2006年25家綜合商品零售業者，以客觀的投入產出資料進行廠商的經營效率分析。本研究結果顯示： 　　1.整體而言，連鎖式便利商店的經營績效平均處於相對有效率狀態，購物中心的經營績效平均處於相對無效率狀態。 　　2.廠商技術無效率的原因主要為純粹技術效率的問題。廠商的規模報酬狀態與所屬業態關聯不大，而與廠商是否屬於連鎖集團較有關聯。 　　3.比較metafrontier模型與group frontiers模型所評估的效率值，顯示各業態廠商的平均技術水準有顯著差異，連鎖式便利商店的效率水準較接近metafrontier的效率邊界。 　　4.依據Norman and Stoker（1991）的效率值強度分類方法，發現在兩模型之下，各業態廠商屬於「邊緣無效率單位」與「確實無效率單位」的比例都較大，表示經營績效有很大的改善空間。 　　5.差額分析與敏感度分析方面，百貨公司業與超級市場業在兩模型之下的結論不一致，推論應是兩者評估的廠商樣本，其衡量的技術水準不同。各廠商依循group frontiers模型所得結論改善經營績效，將可以在業態內成為相對有效率的廠商，但如果想要進一步提高效率，則必須改變廠商本身所處的業態環境所造成的技術水準限制，便可依循metafrontier模型所得結論改善經營績效，所以選用何種結論，仍須由業者依據廠商未來發展自行判斷。 / Since the recession in Taiwan economy has arrived in recent years, it has a great effect on the growth of the Taiwan retail sale of general merchandise. Because the market has been saturated, the competition has become fierce in this industry. How to improve the management efficiency and the industrial competitiveness in the present economic environment is the most important issue of the Taiwan retail sale of general merchandise. 　　This study uses inputs and outputs data of 25 DMUs of the Taiwan retail sale of general merchandise from 2000 to 2006, applying Data Envelopment Analysis with Metafrontier model to evaluate the operational efficiency of those firms. The findings of this study are as below: 　　1. On average, the chain convenience store industry shows more technically efficient than the shopping mall industry. 　　2. The main source for the firms being inefficient is pure technical inefficiency. The returns of scale of the firms are not much related to the types of business operation, but to the firms being the chain store ones or not. 　　3. Comparing meta-frontier model with group frontiers model, we find that there are significant differences in the average technical efficiency levels among the various types of business operation, and the chain convenience store industry is most close to meta-frontier. 　　4. According to the classification of the efficiency by Norman and Stoker (1991), we find a major part of the firms is marginally inefficient and distinctly inefficient. It implies there is a great room for the firms to improve their managerial performance. 　　5. The slack analysis indicates there are differences in the resource wastes between the department store industry and the supermarket industry. The differences mainly come from the technological differences between the two industries. The information generated from the group frontier model is helpful to improve the firms’ efficiency within the group. However, if the firms want to further improve their efficiency, they should rely on the information from the meta-frontier model, which sheds light on the technology gap among sub-industries.

西班牙人於1521年抵達菲律賓的宿霧島(Cebu)，在1565年在該島建立了他們在亞洲第一個殖民據點，由於無法與比他們早來到東方的葡萄牙人競爭，西人在第一任菲律賓總督黎牙實比(Miguel Lopez de Legazpi, 1565-1572)的率領下，於1571年將據點移往呂宋島的馬尼拉，此後全力發展與中國的貿易，再以中國貿易所得的絲綢等商品，與新西班牙進行著名的「大帆船貿易」，或者稱為太平洋貿易、太平洋絲路。西屬以前的菲律賓群島在東南亞地區中，發展較為遲緩，沒有可以支持貿易的商品，因此轉口貿易成為菲島西人的生命線，連接中國、菲律賓、美洲的中菲貿易與大帆船貿易是維持殖民地繁榮的必要條件。 William Lytle Schurz的名著The Manila Galleon一書中曾說：「馬尼拉不過是中國和墨西哥之間的中間站，此項貿易最巨額的主要商品絲綢在該地匯集，以便越過太平洋。」大部分有關中菲貿易的研究也都與此同調，認為馬尼拉是中國與美洲之間的中間站、轉口港，但身為中間站的西屬菲律賓殖民地，真的就只是「中間站」而已嗎？無疑地，對於經營大帆船貿易的西班牙商人，或者「中國─美洲」貿易而言，馬尼拉不過是一個中國貨物與美洲白銀的交換地點，或是中國絲綢越過太平洋之前的儲存地而已。但16、17世紀的馬尼拉貿易並不完全等同於大帆船貿易或者中美貿易，每年透過中菲貿易從中國出口到菲律賓的中國貨物，有相當一部分是提供菲律賓地區消費的，因此中菲貿易與馬尼拉市場，並非完全依賴大帆船貿易而存在，亦不等同於大帆船貿易的一部分。 菲律賓在地市場中的華貨消費者，有身為殖民者的西班牙人，有因為貿易前來的華人與日人，還有人數眾多的菲律賓土著。西人與日人在西屬菲律賓的人數有限，旅菲華人雖有一定規模，但華人人數的增減，並沒有影響華貨輸入的數量，故華人亦非菲島在地市場的主要華貨消費者。菲島在地市場中，外來群體的華貨消費量不大，因此菲律賓土著在華貨消費中，必然扮演相當重要的角色。土著是在地市場中人數最多的群體，分布於群島各地，早在西班牙殖民前，土著與中國已有長期的貿易往來。西屬以前的中菲貿易，即土著與中國間的貿易，規模有限，而且土著每年消費的華貨數量不多。何以在西班牙統治之後，菲島土著的華貨消費能夠迅速增加，成為在地市場中重要的消費群體？究竟菲律賓土著市場在西班牙殖民下，發生了什麼樣的變化，讓原本華貨消費量不大的土著，成為重要的購買者。菲律賓土著消費市場，在西屬初期的變化和重整，以及對華貨消費的增加是筆者在本文中希望討論的主題。同時希望藉這篇論文的寫作，闡述菲律賓在地市場的重要性和土著消費的角色，補充目前中菲貿易研究裡，較少受到重視的部分。

"This study is limited to the organization and activities of display departments of six leading Texas department stores. It concerns the two main categories of display: window and interior display. Chapter I serves as an introduction to the study; Chapter II review briefly the history of display in the United States; Chapter III presents an analysis of the display departments of six leading Texas department stores; Chapter IV concludes the study with a summary and evaluation of the data presented in Chapter III." -- leaf 3.

O presente trabalho propõe a leitura da obra de Adolf Loos (1870-1933) através das transformações históricas que marcaram a Europa na passagem da segunda metade do século XIX à primeira do século XX. A complexidade de sua obra é uma expressão privilegiada para o entendimento das contradições instauradas no período. Por um lado, o fôlego de suas ideias é dado pela persistência de problemáticas que surgiram no século XIX; por outro, parte de sua obsolescência também se explica pela resistência que Loos apresentou a tais mudanças. Transformações que ele identificou como perdas. O tema da perda permeia toda sua produção: nos edifícios, por vezes ele figura na justaposição de elementos contraditórios (tradição ou modernidade), por outras na cisão irreparável entre interior e exterior (público ou privado) e, em alguns casos, o uso de espelhos e aberturas simetricamente dispostas cria uma tensão de ambiguidade entre espaço e imagem (realidade e representação). O eixo de leitura proposto nesta dissertação se estabelece a partir das reações do arquiteto às perdas impostas por sua época. A obra estudada é interpretada como um trabalho de luto. Textos e edifícios representativos do pensamento de Adolf Loos são investigados à luz de algumas reflexões de importantes pensadores da cultura europeia do período, como Walter Benjamin, Camilo Sitte, Georg Simmel e Sigmund Freud. A abordagem se dá através de três temas centrais: a morte da tradição, a perda de vitalidade no espaço público das metrópoles e a decadência da experiência subjetiva. / It has been over a century since Adolf Loos\'s (1870-1933) most famous works, such as Ornament and Crime (1908) and Goldman & Salatsch building (1911), came to fruition. And, in spite of that, the contradictory nature of his legacy as an architect and writer still fuels and replenishes the debates and investigations of scholars to this day. This dissertation proposes a look at Adolf Loos\'s works through the historical transformations that characterized the transition of the second half of the nineteenth century to the twentieth century. The complexity of his production is a powerful expression of the contradictions that established this period. On one hand, the perseverance of his ideas comes from the persistence of issues that were originated on the nineteenth century, on the other; his obsolescence can also be explained by his opposition to the changes that came along with the new century. Loos identifies these changes as losses. Loss is a theme that impregnates all his production. In his architecture it often surfaces as contradictory elements (tradition and modernity) overlapping one another, or, at times, as an irreparable rupture between interior and exterior (public and private), and in some cases he creates a tension of ambiguity between space and image (reality and representation) by the use of mirrors and symmetrically opposed openings. It is this demeanor, and his reactions to the losses imposed by his time, that will be the axis that guides this dissertation. We can interpret many signs in his work as symbols of mourning. We investigate writings and buildings that represent his thought through the light of important contemporary thinkers of occidental culture, such as Walter Benjamin, Georg Simmel, Camilo Sitte e Sigmund Freud. We will approach his production by three lines: the death of tradition, the loss of vitality of public spaces in the metropolis and the decadence of subjective experience.

Made available in DSpace on 2016-07-27T13:53:58Z (GMT). No. of bitstreams: 1 ALEXANDRE NARDINI.pdf: 441608 bytes, checksum: cc1ddfb884abfb04e49c06704f65cbb9 (MD5) Previous issue date: 2007-09-25 / To know the aspects of the process of formation of the history teachers egresses of the UCG of 1986, the different conceptions on his formation and the continued formation had been the 2006 searched. The dialectic method in this study makes possible the deepening of the contradictions in the education, the formation of professors and the continued formation to reveal the ideological interests that involve the qualification and preparation of the force of work (understood as a merchandise) in the logic of functioning of the capitalism. It criticizes the marketing interests that establish new requirements to the teaching profession. To evaluate the theoretical aspects we shortly look for to deal with the main matrices the knowledge: the empirism\positivism, idealism\racionalism and the dialectic, in order to understand the importance of the theoretical formation for the construction of the práxis of the professor and to facilitate the agreement of the evolution of the revealed historical thought in the historiographer boardings (traditional cultural historical positivista\materialismo and dialético\história history) that certainly it constitutes an excellent aspect in the formation of professores\historiadores. Still on the theoretical formation, we also analyze the Project Pedagogical Politician of the course of History, of all the proposals of occured curricular reformularizations since the end of the decade of 80 until the year of 2006, we relate the summaries of you discipline them offered in the course with the epistemológica theoretical formation that involves the historiográfico thought, identifying the related boardings. Already the didático\metodológicos aspects, had been analyzed from the conceptions of the searched ones on education, evaluation, history, didactics and predominant practical its. It was possible also to identify to aspects of the professional profile of the professors egresses of the UCG that reflects the conjuncture imposed for the current moment (3ª Industrial Revolution) that it demands adaptation of the work force (as merchandise) the reality of the contradictory market that also imposes precarious conditions of work. We raise the quarrel on the construction of the práxis of the educador\historiador front to the challenges placed for the current reality. Therefore, our work is based cientificamente for the dialético method that analyzes the contradictions of the reality and considers the internal dynamics of the elements denied for its the opposite leading its overcoming. That is demonstrated when we formulate criticamente the analysis of the contradictions in the formation of professors and the continued formation, also in our agreement of that the education is a fertile field to be sown the autonomy, the freedom and the fight politics. In this way, the present study it is important to foment the debate around the relation between the education, the society, the economy and the ideology, a time that supplies to a critical vision on the formation of professors and the relation between theory and the practical one of the professor of History, as also, presents given significant to those interested parties for the thematic one and for a possible evaluation of the course of formation of professors of history of the UCG, as well as its redimensionamento. / Para se conhecer os aspectos do processo de formação dos professores de história egressos da UCG de 1986 a 2006, foram pesquisadas as diferentes concepções sobre a formação de professores e a formação continuada. O método dialético neste estudo possibilita o aprofundamento das contradições na educação, na formação de professores e na formação continuada para desvelar os interesses ideológicos que envolvem a qualificação e preparação da força de trabalho (entendida como uma mercadoria) na lógica de funcionamento do capitalismo. Critica os interesses mercadológicos que estabelecem novas exigências à profissão docente. Para avaliar os aspectos teóricos procuramos resumidamente tratar as principais matrizes do conhecimento: o empirismo\positivismo, idealismo\racionalismo\formalismo e a dialética, a fim de entender a importância da formação teórica para a construção da práxis do professor e para facilitar o entendimento da evolução do pensamento histórico manifestado nas abordagens historiográficas (história tradicional positivista\materialismo histórico e dialético\história cultural) que, certamente, constitui um aspecto relevante na formação de professores\historiadores. Ainda sobre a formação teórica, analisamos também o Projeto Político Pedagógico do curso de História, de todas as propostas de reformulações curriculares ocorridas desde o final da década de 80 até o ano de 2006. Relacionamos as ementas das disciplinas oferecidas no curso com a formação teórica epistemológica, que envolve o pensamento historiográfico, identificando as referidas abordagens. Já os aspectos didático\metodológicos, foram analisados a partir das concepções dos pesquisados sobre educação, avaliação, história, didática e sua prática predominante. Foi possível também identificar aspectos do perfil profissional dos professores egressos da UCG que reflete a conjuntura imposta pelo momento atual (3ª Revolução Industrial) que exige adaptação da força de trabalho (como mercadoria), a realidade do contraditório mercado que também impõe condições precárias de trabalho. Levantamos a discussão sobre a construção da práxis do educador\historiador frente aos desafios colocados pela realidade atual. Por isso, nosso trabalho fundamenta-se cientificamente pelo método dialético que analisa as contradições da realidade e considera a dinâmica interna dos elementos negados pelo seu contrário levando a sua superação. Isto é demonstrado quando formulamos criticamente a análise das contradições na formação de professores e na formação continuada, também em nosso entendimento de que a educação é um campo fértil para ser semeada a autonomia, a liberdade e a luta política. Desta maneira, o presente estudo é importante para fomentar o debate em torno da relação entre a educação, a sociedade, a economia e a ideologia, uma vez que fornece uma visão crítica sobre a formação de professores e sobre a relação entre teoria e a prática do professor de História, como também, apresenta dados significativos a aqueles interessados pela temática e para uma possível avaliação do curso de formação de professores de história da UCG, bem como seu redimensionamento.

Esta pesquisa analisa estímulos empregados em uma amostra de publicidades televisivas de automóveis com o objetivo de compreender como estes interpelam o sujeito no que diz respeito à irracionalidade imanente ao consumismo exacerbado. O estudo se apoia nos conceitos de estética da mercadoria, indústria cultural, regressão e narcisismo, conforme entendidos pela teoria crítica e psicanálise freudiana. Defende-se a tese de que tais estímulos mobilizam certos mecanismos psíquicos a fim de transformar as pulsões individuais em ações de consumo. Sob a premissa do consumo conspícuo, cuja finalidade é a ostentação com vistas a status e prestígio social, investiga-se como as alterações na percepção dos indivíduos, provocadas pelas pseudoexperiências estéticas mediadas pela indústria cultural, usurpam do indivíduo um esquematismo interno responsável em estruturar a percepção em correspondência com o entendimento, fortalecendo assim a ideologia do consumo. Em decorrência dessa base conceitual, são tomados como categorias de análise da publicidade os conceitos psicanalíticos de regressão, narcisismo, repressão e identificação. A pesquisa de campo permitiu constatar que os estímulos identificados são elaborados com base na carência interna de individualidade e liberdade, que, mobilizada pela publicidade, tende a se expressar na regressão narcísica como uma estratégia de preservação do ego. O mecanismo de regressão é explorado por meio de imagens arcaicas, a fim de despertar pulsões não sublimadas e direcioná-las para o desejo de possuir a mercadoria anunciada / This research treats with stimulus used in television advertising of automobile, in order to understand the irrationality immanent in the current exacerbated consumption. The study is based on the concepts of aesthetic of the merchandise, cultural industry, regression, and narcissism, as they are understood by critical theory and Freudian psychoanalysis. It defends the thesis that such stimulus mobilizes certain psychic mechanisms in order to transform the pulsions in actions of consumer. Under the premise of conspicuous consumption, whose purpose is ostentation to get status and social prestige, it investigates how changes in the perception of individuals, caused by pseudo aesthetic experiences mediated by cultural industry, usurp the individual of an internal schematism responsible in structuring the perception in correspondence to the understanding, thus strengthening the ideology of consumption. On this conceptual basis, it is taken as analytical categories of advertising psychoanalytic concepts of regression, narcissism, repression, and identification. The field research allowed to figure out that the stimulus identified are produced based on the internal lack of individuality and freedom, which mobilized by advertising tends to express itself in narcissistic regression as a self-preservation strategy. The mechanism of regression is explored by archaic images, in order to awaken pulsions not sublimated and direct them to the desire to possess the advertised merchandise

The overall purpose of this research was to understand how consumers perceive physical environments from multi-brand fashion retail stores. According to Solomon and Rabolt (2008), a well-design of store environment can fulfill consumer’s shopping process with a pleasant, efficient and enjoyable experience. Since many researchers have proved that the store environment directs consumer’s shopping experience, by investigating consumer’s behavior with psychological and physical perceptions in a store is the approach for retailers to create more business opportunities in a competitive fashion industry today.Through literature review we know, the development of retail stores from eighteenth century until today, it changes by social, culture, economic factors as well as consumer behavior. From the history, it also illustrates how a multi-brand fashion retail store grows in today’s Swedish market. Customers’ interview is the important approach to know how consumers experience shopping and perceive the environment in the multi-brand fashion retail stores. Because of consumers’ demographic differences, the perceptions from the same store environment lead to either positive or negative feelings. By interviewing the store staffs, the companies’ management and store display strategies are provided and it is helpful to analyze and compare in parallel. The retailer applies appropriately store designing strategy to focus on a certain group of consumers is useful to find its target consumers as well as appealing to target consumer’s satisfaction with shopping experience. Based on the interview result, the perceptions both from consumers and retailers are discussed. According to the analysis of the results, recommendations are given for tangible and intangible improvements. In terms of visible improvements, the retailers may improve visual communication and lighting design in the store environment which enhances consumer’s attitude toward positive perception and exceptions. Sending positive knowledge is an invisible channel to influence consumer behavior, and it is sure that consumers are willing to learn what they are interested. Furthermore, improving visual merchandise management is an approach to compete increasing number of outlets in the market which could be achieved by professional employees and training processes.To design or create a better physical environment of multi-brand fashion retail store, it not only follows the retailer’s marketing strategy and company orientation, but also concerns for consumers’ needs toward positive influences. A consumer’s perception from a store environment decides his or her attitude and behavior. If consumers are satisfied with the store, they will tell an average of 5 other people, whereas disappointed consumers may talk to more people and never return to the store. (Hines and Bruce 2008) To develop a better physical environment of a multi-brand fashion retail store, it relies on interacting of influences between consumers and retailers. / Program: Magisterutbildning i fashion management med inriktning modemarknadsföring