Made available in DSpace on 2016-04-26T18:18:18Z (GMT). No. of bitstreams: 1 Candida Almeida cap 1- 2 e 3.pdf: 71814288 bytes, checksum: 33a472d3887b2038b0ffbe403490268c (MD5) Previous issue date: 2009-11-03 / Conselho Nacional de Desenvolvimento Científico e Tecnológico / "Web Design: production and analysis guide" is a scientific research that intends to investigare the context of development and the processes of website production for the WWW (World Wide Web). In this thesis, the term production is understood as the realization of a wide range of procedures that go from the creative conception, passing through structural organization, visual development, tools implementation, to effectuation of the many kinds of relationships between online hypermedias and the interactors. Based on Peircean Semiotics concepts and the General Systems Theory, this present research has the objective of providing an oriented guide to production and analysis of online-based projects. Besides gathering an extensivetheoretical data to clarify the steps involved in these types of productions, this thesis also developed a theoretical rarionale that indicares ways and conducrs for producers to develop projecrs thar are eHecrive from rhe communicarive poinr of view. With phenomenological emphasis on rhis type of development invesrigation, we consider the web design production as a systemic process, composed of a wide range of different signs, conducred by normative ideas, and developed from specific reasonings. Throughour the rhesis, we explain the rheoretical rationale through several analysis applied ro exisring websites. This implies that the enrire rarionale promptly leads to rhe empirical demonstrarion of irs applicability and eHiciency as an importanr subsrratum for a guide to production and analysis of rhe hypermediatic forms of interpersonal communlcarlon / "Web design: guia de produção e análise" é uma pesquisa científica que tem como propósito investigar o contexto de desenvolvimento e os processos de produção de sites na WWW (World Wide Web). O termo produção é nesta tese entendido como a realização de procedimentos que vão desde a concepção criativa, passando pela organização estrutural, desenvolvimento visual, implementação de ferramentas, até a efetivação dos diversos tipos de relações que se estabelecem entre as hipermídias online e os indivíduos interatores. Fundamentada por conceitos da Semiótica Peirceana e Teoria Geral de Sistemas, a presente pesquisa tem por objetivo oferecer um guia orientado para produção e análise de projetos desenvolvidos para serem veiculados e fruídos na internet. Além de levantarmos um material teórico que torna mais claras as etapas que envolvem esses tipos de produções, cuidamos de desenvolver uma fundamentação que indica caminhos e condutàs para que produtores possam desenvolver produções eficientes do ponto de vista comunicativo. Buscando uma ênfase fenomenológica na investigação desse tipo de desenvolvimento, tratamos de considerar a produção em web design como um processo sistêmico, composto de signos de naturezas diversas, conduzido por ideais normativos e desenvolvido a partir da articulação de raciocínios específicos. Ao longo da tese, pontuamos o levantamento teórico com análises aplicadas em amostras de sites já desenvolvidos. Isso implica que toda a fundamentação conduz imediatamente à demonstração empírica- de sua aplicabilidade e eficiência, como substrato importante de um guia de produção e análise das formas hipermidiáticas de comunicação interpessoal

nÃo hà / Alice no PaÃs das Maravilhas, de Lewis Carroll, à considerada uma das obras mais conhecidas da literatura vitoriana infanto-juvenil e sua adaptaÃÃo em animaÃÃo para o cinema, pelos estÃdios Walt Disney, herdou semelhante fama. Sob o viÃs dos Estudos da TraduÃÃo, esse projeto tem por objetivo analisar a traduÃÃo intersemiÃtica das personagens Alice, Gato de Cheshire, Coelho Branco e Rainha de Copas. Tendo em vista esse objetivo, serÃo utilizadas as abordagens de Charles Peirce (1839) e JÃlio Plaza (2001) para elucidar a reconstruÃÃo intersemiÃtica das personagens por meio das relaÃÃes entre as trÃades sÃgnicas icÃnicas, indiciais e simbÃlicas que a compÃem. Ademais, tambÃm serà examinado o impacto da disneyficaÃÃo, segundo Alan Bryman (2004) e Janet Wasko (2001), na realizaÃÃo da adaptaÃÃo fÃlmica e o impacto que esta possui tanto para o texto de partida, quanto para o pÃblico de chegada.

Made available in DSpace on 2016-04-26T18:16:55Z (GMT). No. of bitstreams: 1 Paula Renata Camargo de Jesus.pdf: 3112968 bytes, checksum: 599a83f95db4218467d98ec851808c6f (MD5) Previous issue date: 2008-03-31 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Studying slogans as advertising messages is a rather complex task, particularly medication slogans, which, in addition to seeking to be objective, concise, and persuasive characteristics that are peculiar to slogans , must also be concerned with the regulations that govern this type of advertisement in Brazil. This thesis proposes a transdisciplinary study of communications, health, and semiotics (with emphasis placed on Charles Sanders Peirce s semiotics). The research is based on the theoretical perspective built based on a set of conceptions found among authors who transit in these apparently distinct areas. Slogans were analyzed based on bibliographic research, in books and documents, in search of fundamental historical elements to understand how they are configured, their function, and trends in advertisements designed for medications marketed freely over means of mass communication, particularly billboards and external media, where they are propagated, even with legal restrictions. Additionally, they were also studied through professional opinion interviews, the purpose of which was hear several voices on the matter. The empirical research contributed to the Peircean semiotics analysis, via records of advertisement images presented in open air, in order to undertake the verbal and visual analyses as exhibited in the exterior media and in billboards. Finally, it is concluded that medication slogans inherit a language that appeals to salvation which was used by poets of past centuries and which, when currently inserted in certain contexts, such as in external media, is persuasive, although the slogans often disrespect the laws that govern medication-related advertisement in Brazil. Through verbal and visual complementarity, it is noticed that the slogans persuasive language is made legitimate when inserted in the means of mass communication / Estudar o slogan como mensagem publicitária constitui tarefa bastante complexa, sobretudo o slogan de medicamentos, que além de procurar ser objetivo, conciso e persuasivo, características peculiares do slogan, deve se preocupar com regulações existentes nesse tipo de propaganda no Brasil. Esta tese propõe um estudo transdisciplinar de comunicação, saúde e semiótica (com ênfase na semiótica de Charles Sanders Peirce). A pesquisa é embasada na perspectiva teórica construída com base num conjunto de concepções encontradas em autores que transitam nessas áreas aparentemente distintas. Estudou-se o slogan a partir da pesquisa bibliográfica, em livros e documentos, em busca de elementos históricos fundamentais para compreender sua configuração, função e tendências nas propagandas de medicamentos de venda livre na mídia de massa, em especial nos outdoors e na mídia exterior, onde ele é propagado, mesmo com restrições legais, e nas entrevistas de opinião profissional, a fim de ouvir várias vozes a respeito do assunto. A pesquisa empírica contribuiu para a análise semiótica peirceana, por meio de registros de imagens de propagandas ao ar livre, a fim de se fazer as análises verbal e visual expostas na mídia exterior e no outdoor. Por fim, conclui-se que os slogans de medicamentos têm como herança a linguagem de apelo à salvação utilizada por poetas em séculos passados, e que, ao serem inseridos atualmente em determinado contexto, como na mídia de exterior, são persuasivos, embora, muitas vezes, deixem de respeitar leis que regulam a propaganda de medicamentos no país. Por meio da complementaridade entre verbal e visual, percebe-se que a linguagem persuasiva dos slogans é legitimada quando inserida na mídia de massa

My thesis aims to anatomize the cognitive theory of metaphor and suggests a Peircean semiotic perspective on metaphor study. As metaphorical essentialists, Lakoff/Johnson tend to universalize a limited number of conceptual metaphors and, by doing this, they overlook the dynamic relation between metaphorical tenor and vehicle. Such notion of metaphor is not compatible with the polysemous nature of the sign. The diversity and multivalency of metaphorical vehicle, in particular, cast serious doubts on the hypothesis of “conceptual metaphors” which, being meta-metaphorical constructs, can tell us nothing but a dry and empty formula “A is B”. Consequently, Lakoff/Johnson’s notion of conceptual metaphor is very much a Chomskyan postulation. Also problematic is the expedient experientialism or embodied philosophy they have put forward as a middle course between objectivism and subjectivism. What is missing from their framework is a structural space for dynamic interpretation on the part of metaphor users. In contrast, cognitive linguists may find in Peirce’s theory of the sign a sound solution to their theoretical impasse. As a logician, Peirce sees metaphor as the realization of iconic reasoning at the language level. His exposition on iconicity and iconic reasoning has laid a solid foundation upon which may be erected a fresh epistemology of metaphor fit for the contemporary study of language and mind. Broadly speaking, metaphor in Peirce can be examined from roughly two perspectives. Macroscopically, metaphor is an icon in general as opposed to index and symbol, whereas, microscopically, it is a subdivided hypoicon on the third level as opposed to image and diagram. Besides, Peirce also emphasized the subjective nature of metaphor. Semioticians after Peirce have further developed his theory on metaphor. For example, through his concept of “arbitrary iconicity”, Ersu Ding stresses the arbitrary nature of metaphorization and tries to shift our attention away from Lakoff/Johnson’s abstract epistemological Gestalt to the specific cultural contexts in which metaphors occur. Umberto Eco, on the other hand, sees interpretation of signs as an open-ended process that involves knowledge of all kinds. Encyclopedic knowledge thus serves as unlimited source for metaphorical association. For Eco, the meaning of a metaphor should be interpreted in the cultural framework based on a specific cultural community. Both Ding’s and Eco’s ideas are in line with Peirce’s theoretical framework where the meaning of a metaphor depends on an interpreter in a particular socio-historical context. They all realize that we should go beyond the ontology of metaphorical expressions to acquire a dynamic perspective on metaphor interpretation. To overcome the need for presupposing an omnipotent subject capable of knowing the metaphor-in-itself, we turn to Habermas’s theory of communicative action in which the meaning of metaphor is intersubjectively established through negotiation and communication. Moreover, we should not overlook the dynamic tension between metaphor and ideology. Aphoristically, we can say that nothing is a metaphor unless it is interpreted as a metaphor, and we need to reconnect metaphors with the specific cultural and ideological contexts in which they appear.

Made available in DSpace on 2016-04-26T18:15:56Z (GMT). No. of bitstreams: 1 COS - Caio Prisco STNR Colombo.pdf: 1149028 bytes, checksum: 6e390cf194e0206dcb4c66b3e8378c05 (MD5) Previous issue date: 2006-10-23 / Objective: Understand how the japanese brand Yamaha worldwide motorcycle and scooter maker construct its corporate brand among the brazilian target-costumer, with publicities released in the Moto magazine in 2005. Justification: The importance of branding studies in the corporate market on the 21th century. Hipothesis: The power of Yamaha brand has its origin in the construction of symbolic and intangible values attributed or associated to the company and its products. Methodology: Peircean semiotics. Results: The hipothesis was confirmed. The power of Yamaha brand in the brazilian market results from the symbolic values attributed to the company it self by publicity / Objetivo: Compreender como a empresa japonesa Yamaha fabricante mundial de motocicletas e motonetas constrói a sua marca corporativa junto ao público consumidor brasileiro, por meio de publicidades veiculadas na revista Moto em 2005. Justificativa: A importância estratégica do estudo da construção de marcas no mercado empresarial do século XXI. Hipótese: O poder da marca Yamaha tem sua origem na construção de valores simbólicos e intangíveis atribuídos ou associados à empresa e seus produtos. Metodologia: Semiótica peirceana. Resultados: A hipótese foi comprovada. O poder da marca Yamaha no mercado brasileiro é resultado dos valores simbólicos atribuídos ao fabricante pela publicidade

This thesis studies how one can convey meaning in games by utilising pictorial feedback alone. With the help of Peircean visual semiotics the signs for the case study Among Ripples are assembled and later analysed in detail. As a subtopic the thesis also explores if it is possible to embed pictorial feedback into the game world instead of having it superimposed. The results showed that it is possible to convey some feedback with pictorial means alone, and that the entry points for understanding are not the same between different people. They look at different cues from the pictorial feedback constructed.