Published Article / Typography and layout are two powerful graphic tools in print advertising. They are used to arrest the attention of the target market by creating a positive association, a controversy or stimulate some kind of intellectual game. This means that much of the message has already been conveyed by creatively expanding and diversifying the conventional values embedded in certain graphic means and basing the advertisements on prevailing textual norms and our past experiences before the message itself has even been read, by just focusing on the typography used (e.g. compare the text layout and typography of a newspaper or a cell phone SMS). Based on a randomly selected South African dataset, aspects of the graphological options with their functional values will be described.

The discussion about gender and ideals shown in mass media is a subject of great importance for the society in general. Media is playing an essential part when it comes to establish standards and values and we are constantly exposed to all types of impressions, whether we are aware or not. It is therefore of great importance that we understand how stereotypes are built and to gain a deep knowledge that would enrich the area of Media and Communication Studies. The aim and focus of this study was to analyze how male stereotypes is communicated in print advertising and how visual means of expressions helps to construct the masculinities shown. From a semiotic analysis of seven print adverts appearing in the Swedish lifestyle Magazine Café were we able to gain a thorough understanding about how male stereotypes are communicated and built. The result showed that different kinds of stereotypes are in fact used but it is still a hegemonic masculinity that is predominating. Traditional male characteristics are still in use but we were able to see strong indications of effemination, sexualizing and objectifying. Metro sexuality is a recurring feature in the adverts, and one of the factors that indicate that masculinity is something complex and multi layered. Our study also shows that activity is still essential when it comes to form male qualities, but the impression of the same are nowadays of more importance than the actual activity itself. Attributes and surroundings are key components, and something that implicates that the social climate is focusing on material things.

Cette recherche a pour thème l’étude des effets de la typographie dans un contexte marketing. Dans une première étude, nous évaluons la lisibilité des informations présentes sur les packagings alimentaires auprès de 196 consommateurs en situation d’achat. Les résultats montrent la faible capacité des individus à traiter ces informations. Plus particulièrement, nous constatons que les individus éprouvent davantage de difficultés à lire les informations légales et nutritionnelles, et ce, d’autant plus qu’ils sont âgés. Dans une seconde étude, basée sur une expérimentation auprès de 420 jeunes individus, nous testons l’influence persuasive de la typographie dans des annonces presse. Nous manipulons la typographie (Clarendon et Garamond : typographies plutôt informationnelles ; Artistic et French Script : typographies plutôt émotionnelles positives ; Gabrielle et Times New Roman Italique : typographies à la fois informationnelles et émotionnelles positives). Les résultats montrent que l’attitude envers la typographie a une influence significative sur les réponses à la publicité, alors que les caractéristiques physiques de la typographie n’ont pas d’influence directe. Ce second travail vient souligner l’importance de la typographie en publicité et l’enrichit d’une nouvelle variable : l’attitude envers la typographie. / In this research, we study the effects of typography in a marketing context.In a first study, we assess the level of legibility for food packaging information on 196 consumers while shopping at a point of purchase. The results show a low ability of individuals to process this information. More specifically, we find that individuals have more difficulty to read legal and nutritional information. For the elderly respondents questioned, results were even more alarming. In a second study, based on an experiment administered to 420 young people, we test the persuasive effect of typography in a print advertising context. We manipulate typography (Clarendon and Garamond: typography rather informational, Artistic and French Script: typography rather positive emotional, Gabrielle and Times New Roman: typography both informational and positive emotional). Results show that attitude toward the typography has a significant influence on advertising responses, while the physical characteristics of typography have no direct influence. This second work highlights the importance of typography in advertising and enriches it with a new variable: attitude toward the typography.

The aim of this Master's Thesis is to characterize and analyze the current design of automotive print advertising placed in nationwide magazine. The Thesis is divided into two main parts. The first part summarizes the basic theoretical aspects -- such as content and functions of advertising, media types and their characteristics, brands and reference groups. In the application part, I firstly describe how to perform content analysis and give a description of magazine Reflex. In the following analysis of data obtained from the content analysis I uncover and describe which elements are highlighted, how often the reference groups are used or which car colors are mostly applied. I also analyze texts and keywords mentioned in the advertisements. The following is a comparison of advertisements between 2003, 2008 and 2013. In conclusion, I answer research questions; summarize the most important findings from the performed analysis and present marketing recommendations.

Nas últimas décadas, a demanda pela leitura é cada vez maior em nossa sociedade. Ela é requerida para que se possa ter acesso às informações veiculadas das mais diversas maneiras, tais como outdoors, revistas, jornais, livros, internet e para que os indivíduos sejam capazes de se posicionar criticamente nas diversas situações. Uma delas é como consumidores, pois todos nós, inclusive os adolescentes, somos bombardeados dia após dia por propagandas veiculadas pelos meios de comunicação. A propaganda impressa foi escolhida para este trabalho de leitura em sala de aula com alunos do Ensino Médio porque é um gênero discursivo muito rico em seus elementos constitutivos. O objetivo geral desta pesquisa é desenvolver as habilidades de leitura de alunos do ensino médio, especificamente desenvolver um projeto de leitura do gênero discursivo propaganda impressa nas aulas de Língua Portuguesa, visando a contribuir para a formação de leitores mais proficientes e críticos desse gênero. Para tanto, foi desenvolvida uma pesquisa-ação em 02 salas de aula do 2 e 3 ano do ensino médio, de uma escola estadual de um município do Vale do Paraíba, no segundo bimestre de 2011. A fundamentação teórica para a análise dos dados gerados durante a pesquisa-ação é referente à abordagem sociocognitiva de leitura, ao conceito bakhtiniano de linguagem e de gêneros discursivos e a estudos sobre a propaganda impressa. A análise dos resultados das atividades desenvolvidas em sala de aula é feita de modo qualitativo, com base em pressupostos teóricos eleitos como adequados à pesquisa. Este estudo possibilitou a realização de um trabalho com as habilidades de leitura do gênero discursivo propaganda impressa para um maior desenvolvimento do senso crítico dos alunos no momento da leitura desse gênero discursivo. A proposta da análise das propagandas a partir de procedimentos de leitura resultou em um nível de conhecimento de leitura desse gênero que talvez de outra forma não tivesse êxito. / In the last decades the demand for reading has increased significantly in our society. Reading is required to access the information transmitted by the most various ways such as billboards, magazines, newspapers, books and the internet. In a way, consumers, including the teenagers, are being daily bombed by the advertisements conveyed by the means of communication. The print advertising was chosen for this work of reading in the classroom with secondary school students because it is a discursive way constituted of very rich elements. The general objective of this research is to develop the secondary school students reading skills, particularly developing a print advertising reading project in the Portuguese Language classes, aiming at forming more proficient and critical readers of this type of discourse. Therefore, it was developed an action-research in two secondary school classrooms (grades 2 and 3), in a state school of a town in the Vale do Paraíba region, in the second bimester of 2011. The theoretical foundation for the analysis of the data obtained during the action-research refers to the reading socio-cognitive approach, to the Bakhtins concept of language and types of discourse, and to studies on print advertising. The analysis of the results of the activities developed in the classroom is done in a qualitative way, based on theoretical presuppositions elected as adequate for the research. This study enabled to carry out a work with the reading skills of the print advertising discursive way for a greater development of the students critical sense while reading this type of discourse. The proposed analysis of advertisements from reading procedures resulted in a level of knowledge of this kind of reading that might not otherwise succeed.

A discussion of offensiveness in advertising is the initial focus of this research. A review of the offensiveness, irritation, nudity, and sexual suggestiveness in advertising literature suggested that females report somewhat high arousal scores when viewing nudity but that the arousal may not necessarily be positive. The measure of contributing variables to offendedness responses was proposed using various degrees of nudity in existing advertising as the primary stimuli.

This diploma thesis observes representation and evolution of medical advertisement, products and services in print. This evolution is shown on comparing the two eras, the "first republic" and modern Czech Republic. The studied years of 1928 and 2008 demarcate the period of 80 years of transformation of advertisement market, but some of the rules are the same. The goal of this diploma thesis is to describe contemporary advertisement in chosen printed media, the magazines for public without specialization or further attributes "Světozor" and "Týden" serve for the research. The thesis observes which services and products were offered, in context of what and which methods were used. The text goes on from introduction to the topic and issues and analysis of particular samples from magazines to their comparation. The results of diploma thesis is the evaluation of used rules, according to the media themselves and the timeline. Thesis deals with the regulation of medical advertisement aswell. To compare them and increase the number of samples, the advertising of cosmetics sold in pharmacies is added. .

The thesis analyzes the advertisement that was published in three selected national newspapers and a weekly magazine. It focuses on the period last thirty years (comparison with the 80`s of the 20th century, the 90`s of the 20th century and the period after 2000). It is trying to show changes that occurred during the processing period of advertising texts in thematic, language and style area. The thesis concentrates on the selected sample of advertising texts and as well the most common principles of creation, it compares with scientifically based facts from reference book relating to advertising language. Advertising language is based on the changing society and its value which is constantly in progress. The year 1989 symbolized not only the changing political and social conditions in our country but also allowed the access of foreign capital onto the Czech market and its increase in competition that the advertisement responded with huge development. The advertisement could no longer rely on the information but it had to develop more features like the attraction and persuasive function. The thesis divides the advertising into two main parts. The first thematic part focuses on the texts from the point of their formal aspects (e.g. size and position of advertising in newspaper, colorful scheme, graphic...

Made available in DSpace on 2016-04-28T19:34:46Z (GMT). No. of bitstreams: 1 Eunice Ferreira Nunes.pdf: 8520210 bytes, checksum: f1b439fcb21e2dea634ba19fd91ed269 (MD5) Previous issue date: 2010-05-27 / This dissertation aims as object research the study of discursive gender, print advertising, found in textbooks and assessments of public state, as SARESP and ENEM. Had as a starting point to analyze print advertising and describe the main characteristics of the gender, emphasizing the link between the verbal and visual language, always in articulated way the conditions of production, circulation and reception of texts. To direct the way of this research, was performed an analysis based on current proposals for education that has the in the discursive gender, the Bakhtinian sense of the term, the basic units of education. The corpus chosen for this research consisted of ten proposals for reading of discursive gender print advertising at the school. The research shows that, to obtain an actual reading of the dircursive gender in our life, is necessary that students know and identify the most resources verbal and nonverbal present in this gender. This research may provide grants to teachers, to them can plan work activities using the discursive gender, in the classroom, in a way more complete and enriching / O presente trabalho tem como objeto de pesquisa o estudo do gênero discursivo propaganda impressa, presente em livros didáticos e avaliações da rede pública estadual, como o SARESP e o ENEM. Teve como ponto de partida analisar propagandas impressas e descrever as principais características do gênero, com ênfase na articulação entre as linguagens verbais e visuais, sempre de forma articulada às condições de produção, circulação e recepção dos textos. Para direcionar a trajetória dessa pesquisa, efetuou-se uma análise fundamentando-se nas atuais propostas de ensino que tem nos gêneros discursivos, no sentido bakhtiniano do termo, suas unidades básicas de ensino. O corpus escolhido para essa pesquisa constituiu-se em dez propostas de leitura do gênero discursivo propaganda impressa de escola. A pesquisa mostra que, para se obter uma efetiva leitura do gênero discursivo propaganda impressa presente em nossa vida, é necessário que o aluno conheça e identifique os vários recursos verbais e nãoverbais presentes nesse gênero . Essa pesquisa pode fornecer subsídios aos professores, para que possam planejar atividades de trabalho utilizando o gênero propaganda, em sala de aula, de maneira mais abrangente e enriquecedora

Made available in DSpace on 2014-08-20T13:48:09Z (GMT). No. of bitstreams: 1 Helena de Araujo Neves_Tese.pdf: 58849522 bytes, checksum: b12f651feecf260776407a01739a5e51 (MD5) Previous issue date: 2012-03-30 / This thesis is situated within the history of education , linked to the line of Philosophy and History of the Graduate Program in Education of the Federal University of Pelotas Education . His aim was to investigate the trajectory of private education in Pelotas , a city located south of the Rio Grande do Sul, in the period from the late nineteenth century and the beginning of the XXI century. For this , we used as the primary source document printed from private primary and secondary schools , primary and secondary education advertisements, published in the press . The aim of this thesis is to prove that the private schools in Pelotas was hitherto consisting of three cycles . The first began in the second half of the nineteenth century , characterized by the education offered by an owner or by a group of teachers who organized education in a more sophisticated process than existing spare classes in the city . It was an eminently private phase, characterized by a clearly market capitalist system . The second cycle , highlighted by the hegemony of teaching faith that abolished the previous process. At that stage , there was a more effective organization , with tables arranged and trained to work in the teaching profession as a vocation . In addition , institutions with a solid management structure , specificity as " entrepreneurs " of the first cycle had not been created . In the third cycle , in turn , there was the return of the business of education , now based in a corporate capitalism that put to the test proposed an education along the lines offered by denominational - which required this capitalist stance. It was found then that some religious organizations have been unable to keep up with this market competition , resulting in the closure of an important confessional school of Pelotas and selling to another business of education . Based on the above , it was found also that the religious institutions shall introduce into pellets having the differential in secondary education which corroborated its hegemony throughout most of the twentieth century . Past hundred years, the high school was also the predominant actions of schools run by business education focus. This level of education that prepares students for access to higher education , did so with the schools run by entrepreneurs teaching consolidate its participation in the educational scenario identified in the third cycle . Now with regard to action of the institutions , it was found that while the schools run by education entrepreneurs offer modernity and constant concern with the results of their students , the management offered confessional tradition. It was identified , although private institutions found throughout the periodization self - regulated by dictating the use of advertisements and thus constituting the quality standard of the local private school. Thus , it was realized that the private school print advertising has established itself as a cultural practice of the nineteenth century becoming part of the educational marketing strategies of the XX and XXI centuries . This was therefore a potential source to obtain data on the trajectory of private education in pellets thus being witness to the constitution and legality of the sphere of education in the city. / Esta tese situa-se no âmbito da História da Educação, vinculada à linha de Filosofia e História da Educação do Programa de Pós-Graduação em Educação da universidade Federal de Pelotas. Seu objetivo foi pesquisar a trajetória do ensino privado em Pelotas, município localizado ao sul do Rio Grande do Sul, no período compreendido entre o final do século XIX e o principio do século XXI. Para isso, utilizou como principal fonte documental propagandas impressas das escolas privadas de ensino primário e secundário, fundamental e médio, divulgadas na imprensa. O intuito desta tese é o de comprovar que o ensino privado de Pelotas foi até então, constituído por três ciclos. O primeiro iniciou na segunda metade do século XIX, caracterizando-se pela educação ofertada por um proprietário ou por um grupo de docentes que organizaram a educação em um processo mais sofisticado do que as aulas avulsas existentes na cidade. Foi uma fase eminentemente privada, caracterizada por um sistema claramente capitalista mercantil. Já o segundo ciclo, destacou-se pela hegemonia do ensino confessional que extinguiu o processo anterior. Nessa fase, existiu uma organização mais efetiva, com quadros dispostos e treinados para atuar no magistério como vocação. Além disso, foram criadas instituições com uma estrutura solida de gestão, especificidade que os empresários do primeiro ciclo não tiveram. No terceiro ciclo, por sua vez, verificou-se a volta dos empresários da educação, agora baseados em um capitalismo empresarial, que colocou à prova a proposta de uma educação nos moldes ofertados pela confessionalidade o que exigiu desta uma postura capitalista. Verificou-se, então que algumas organizações religiosas não tiveram condições de acompanhar essa concorrência de mercado, resultando no fechamento de uma importante escola confessional de Pelotas e na venda de outra para empresários da educação. Com base no exposto, verificou-se, ainda, que as instituições confessionais instauram-se em Pelotas tendo no ensino secundário o diferencial que corroborou com a sua hegemonia durante quase todo o século XX. Passados cem anos, o ensino médio também foi o foco preponderante das ações das escolas geridas pelos empresários da educação. Esse nível de ensino, que prepara o aluno para o acesso ao ensino superior, fez portanto, com que as escolas geridas pelos empresários do ensino consolidassem a sua participação no cenário educacional identificado no terceiro ciclo. Já com relação a atuação das instituições, constatou-se que, enquanto as escolas administradas pelos empresários da educação oferecem modernidade e preocupação constante com os resultados de seus alunos, a gestão confessional ofertou tradição. Identificou-se, ainda que as instituições privadas encontradas ao longo de toda a periodização se auto-regulavam por meio do uso das propagandas ditando e constituindo, assim, o padrão de qualidade do ensino privado local. Dessa forma, percebeu-se que a propaganda impressa escolar privada se impôs como uma pratica cultural do século XIX tornando-se parte das estratégias de marketing educacional dos séculos XX e XXI. Essa foi, portanto, uma fonte potencial para se obter dados sobre a trajetória do ensino privado em pelotas sendo, assim, testemunha da constituição e da legalidade dessa esfera de ensino na cidade.