Em 1.º de junho de 1953, a administração do presidente norte-americano Dwight D. Eisenhower fundou a United States Information Agency (USIA), reunindo sob a coordenação da nova agência os programas de informação dos Estados Unidos da América (EUA) no exterior. O intuito era o de aproximar as audiências internacionais dos valores do sistema democrático e de livre empresa encenado pelo país, granjeando governos às posições norte-americanas na Guerra Fria. A atuação da agência se deu no âmbito das disputas entre os governos dos Estados Unidos e da União das Repúblicas Socialistas Soviéticas (URSS) em programas de propaganda cultural naquilo que a historiografia tem chamado de Guerra Fria Cultural (Cultural Cold War). Esta pesquisa teve por objetivo investigar a atuação da USIA no Brasil, entre os anos de 1953, data de fundação da agência, e 1964, quando as questões de que se ocupava foram reorientadas em função, no plano internacional, da Guerra no Vietnam e, no Brasil, do golpe civil-militar. Para tanto, analisamos o material da agência matérias, artigos, notícias, notas e fotografias veiculado nos jornais cariocas Correio da Manhã e Tribuna da Imprensa, duas das mais importantes publicações da mídia impressa brasileira do período. Verificamos que a agência passou, paulatinamente, a empregar atividades secretas, além das atividades não secretas, driblando as resistências que a opinião pública brasileira mostrava à presença oficial norte-americana no debate de questões políticas nacionais. Embora as estratégias utilizadas pela USIA fossem realizadas em nome das liberdades democráticas, a agência não vacilou em lançar mão de operações secretas para a consecução de seus objetivos políticos na Guerra Fria. / On June, 1st, 1953, U.S. President Dwight D. Eisenhowers administration founded the United States Information Agency (USIA) for gathering U.S. information programs overseas under its umbrella. The aim of the new agency was to broadcast democratic system and free enterprise values portrayed by the country to international audiences in order to garner nations to U.S. positions during the Cold War. The Agency proceedings took place in the context of disputes between the heads of government of the United States of America (USA) and the Union of Soviet Socialist Republics (USSR) in programs of cultural propaganda called the Cultural Cold War by historiography. The present study aimed at investigating USIAs performance in Brazil between the years 1953, founding date of the Agency, and 1964, when the Agencys previous issues were redesigned on account of Vietnam War, at an international level, and of the civil-military coup, in Brazil. Therefore, we analyzed the Agency material newspaper reports, articles, news, notes and photos released in Correio da Manhã and Tribuna da Imprensa newspapers, two of the most important publications of the Brazilian Press for the period edited in Rio de Janeiro. We found that the Agency has, gradually, carried out covert activities, besides the overt ones, dodging Brazilian public opinion resistance against official U.S. presence in the debate on national political issues. Although the strategies used by the USIA were held in the name of democratic freedoms, the Agency did not hesitate about resorting covert operations to achieve its political objectives in the Cold War.

Em Portugal e Castela, entre fins do século XV e ao longo do século XVI, importantes espaços da monarquia foram ocupados pela Ordem de São Jerônimo. A presente tese ocupa-se de tratar dos incentivos dos monarcas desses dois reinos às casas jerônimas como parte da propaganda régia. Em especial trataremos dos dois monastérios mais favorecidos pelas monarquias: Santa Maria de Belém e San Lorenzo El Real del Escorial. Os dois edifícios foram construídos por iniciativa real, em momentos de alargamento do poderia desses reinos em outros continentes e em contextos em que a possibilidade de união dos reinos peninsulares era vislumbrada, inicialmente por D. Manuel e depois por Felipe II. A pesquisa se ocupou em estudar documentos iconográficos, textuais e de cultura material, em especial, buscando compreender o discurso expresso nos edifícios aliados ao discurso oficial escrito sobre o governo desses monarcas. / In Portugal and Castile, between fifteenth century and sixteenth century, important spaces of the monarchy were occupied by the Order of St. Jerome. The present thesis deals with the incentives of the monarchs of these two kingdoms to monasteries of St. Jerome as part of the royal propaganda. In particular we will treat the two monasteries most favored by the monarchies: Santa Maria de Belém and San Lorenzo El Real del Escorial. These two buildings were built on the initiative of kings, at times of enlargement of the kingdom and in contexts in which the possibility of union of the peninsular kingdoms was glimpsed, initially by D. Manuel and later by Felipe II. The research was focused on studying iconographic, textual and material culture documents, in particular, seeking to understand the discourse expressed in the buildings allied to the official written discourse on the government of these monarchs

Presented diploma thesis focuses on research and analysis of the only decoration founded in the name of the Protectorate of Bohemia and Moravia. It is not only focusing on the timeframe of the Second World War, but it also tracks the phenomenon of civil decorations and medals across entire modern Czech history. The main research question is following: why was not the preceding First Czechoslovak Republic creating similar institutions and why after 1945, or more precisely 1948, the time has come to create enormous inflation of them. The main aim of the thesis is to define the Honour Shield of the Protectorate of Bohemia and Moravia as probably the very first civil decoration of modern Czech history. The thesis is not only focusing on the period of the occupation (1944-45), when the decoration was distributed. It also concentrates in detail on the previous thinking of the Nazi occupation authorities, which then resulted in founding of the decoration, together with the postwar retribution, with which were the awarded people confronted after 1945. The thesis is modifying so far common purely phaleristical approach to the topic, which it is supplementing with wider context. It is assessing the reaction of the Czech population on this particular award and on the term of honour, which it was supposed to...

La presente investigación aborda el estudio de un tipo de texto de la comunicación de masas: el eslogan. La perspectiva adoptada es la lingüística. Concretamente, nos proponemos analizar las estructuras sintácticas fundamentales en la elaboración del eslogan electoral español entre los años 1975 y 2000. Este objetivo general del proyecto de tesis se concreta en tres objetivos particulares:1) Elaboración de un corpus documental de eslóganes políticos electorales representativo de esta etapa de la historia política española.2) Consideraciones teóricas acerca del eslogan y de su contexto. Trataremos de definir y de delimitar nuestro objeto de estudio: el eslogan político electoral. De igual modo, daremos cuenta del contexto histórico, social y político en el que fueron emitidos. 3) Análisis del corpus. Finalmente, afrontaremos el análisis de las principales estructuras sintácticas del eslogan electoral y ofreceremos una interpretación de su rentabilidad en este tipo de texto. / This research raises the study of a type of mass communication text: the slogan. It has been adopted a linguistic perspective. Precisely, we propose to analyze the basic syntactic structures used to write the spanish electoral slogans between the years 1975 and 2000.This general objective of the thesis project is materialized by three particular objectives:1) Preparation of a documentary corpus of electoral political slogans representative of this period of the Spanish political history. 2) Theoretical considerations about the slogan and its context. We will try to define and specify our object of study: the electoral political slogan. In the same way we will provide the historical, social and political context in which they were issued.3) Corpus analysis. Finally, we will face up to the analysis of the main syntactical structures of the electoral slogan and we will offer an interpretation of its profitability in this kind of text.

Starting around 1500 a period of state formation changed the European map. The scattered medieval principalities were replaced with more centralised and better organised states with permanent armies. Sweden was quite successful in competing with these states and experienced a period of expansion. The means for warfare were drawn, to a large extent, from the peasantry, which meant that a great number of Swedes were sent to the front line and were never to return. This thesis investigates the dissemination of information, war propaganda and mobilisation in Sweden, 1655–1680. This period is interesting since it includes both offensive wars (under the reign of Karl X Gustav), a period of peace (under the regency) and defensive warfare(under Karl XI). A basic assumption has been that information is an important power resource. In the study both the dissemination and the content of the propaganda are examined. The most important sources have been the minutes and correspondence of the kings, the regency and the council of the realm, along with the sources from the diet and the provincial meetings. In particular, the prayer days and thanksgiving days, in both manuscript and printed sources, have been studied. To investigate the actual dissemination of information, the sources in the regional archives of the counties of Uppsala and Kopparberg and the archives of several episcopates have been examined. There existed developed media for the dissemination of information, namely, “the system of information”. Information was disseminated from the pulpits, at the diet and provincial meetings, by county governors and bailiffs, and by printed texts. In this thesis it is shown that the rulers were anxious to explain and justify the wars to the people and that they deliberately used the dissemination of information as a power tool. To keep the people in a good mood was vital for the war effort. War propaganda was spread both in times of war and peace, and its main messages remained the same during Sweden’s Age of Greatness. The main message of the long-term propaganda was that the wars were a divine punishment: it was because of the sinful people that wars broke out. According to the propaganda, the world was populated with evil enemies that were striving to destroy Sweden. The best protection against the enemies (next to God) was a good regent. It was also stated that, in the event of war, it was the duty of the subjects to contribute. The direct propaganda was conducted in four different phases. The first phase was about explaining the outbreak of war, the second phase was about mobilisation, the third phase was about disseminating information in order to uphold the morals and the fourth and last phase was about explaining the peace. The messages of the long-term propaganda had their equivalents in the direct propaganda. These arguments, however, were not always sufficient. The state representatives also highlighted the great perils threatening the country and used a patriotic rhetoric. The war propaganda depoliticised the wars, and made it possible to mobilise great resources from the population in times of war. The frequently used picture of threatening wars contributed to the legitimacy not only of a permanent army and offensive warfare, but also of the power of the king and the social order at large.

No description available.

Thesis (doctoral)--Universität, Frankfurt am Main, 2003. / Includes bibliographical references (p. [447]-477).

O objetivo central desta dissertação é definir o que o projeto da Aliança para o Progresso representou para o governo norte-americano, por que razões ele foi proposto e que papel que os Estados Unidos esperavam que o programa viesse a desempenhar ao ser implementado no Brasil, entre os anos de 1961 e 1964. Pretende-se estudar a Aliança para o Progresso levando-se em consideração a política externa norte-americana como um todo. A partir disso, é possível concluir que a Aliança para o Progresso desempenhou uma clara função ideológica enquanto um instrumento de luta contra o comunismo na América Latina. Para cumprir este objetivo, o presente estudo está dividido em quatro capítulos. No primeiro deles, serão consideradas as ações de propaganda de combate ao comunismo em geral. No segundo capítulo, a implementação de ações de propaganda ligadas especificamente à Aliança para o Progresso. Logo após, será analisado o processo de aparelhamento e de apoio à expansão das forças policiais brasileiras e sua relação com a Aliança para o Progresso. No último capítulo, serão examinadas as abordagens do governo norte-americano em relação ao Brasil a partir da Aliança para o Progresso. / The goal of this dissertation is to define what the Alliance for Progress project represented to the North American government, for which reasons it has been proposed and what was the expected role that the program would play in Brazil, between 1961 and 1964. It is intended to study the Alliance for Progress taking in account the foreign policy of United States as a whole. Hence, it is possible to conclude that the Alliance for Progress played a clear ideological function as an instrument of struggle for combating communism in Latin America. In order to fulfill this objective, this study is divided into four chapters. The first of them consider the actions of propaganda to combat communism in general. The second chapter, the implementation of actions of propaganda linked specifically to the Alliance for Progress. The third chapter will examine the US programs of supporting police forces in Brazil and its relations with the Alliance for Progress. The last chapter will examine the political approach of the U.S. government to the Brazilian government from Alliance for Progress prospective.

Submitted by Patrícia Lopes (patricia_sunah@hotmail.com) on 2016-05-10T19:36:20Z No. of bitstreams: 1 DissertaçãoFinal_Patrícia Sunah_CPDOC.pdf: 1927867 bytes, checksum: 3827ffd1fdd1c5f068af9e20a4bb9ba1 (MD5) / Approved for entry into archive by GILSON ROCHA MIRANDA (gilson.miranda@fgv.br) on 2016-05-11T13:18:37Z (GMT) No. of bitstreams: 1 DissertaçãoFinal_Patrícia Sunah_CPDOC.pdf: 1927867 bytes, checksum: 3827ffd1fdd1c5f068af9e20a4bb9ba1 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2016-05-16T14:40:59Z (GMT) No. of bitstreams: 1 DissertaçãoFinal_Patrícia Sunah_CPDOC.pdf: 1927867 bytes, checksum: 3827ffd1fdd1c5f068af9e20a4bb9ba1 (MD5) / Made available in DSpace on 2016-05-16T14:41:12Z (GMT). No. of bitstreams: 1 DissertaçãoFinal_Patrícia Sunah_CPDOC.pdf: 1927867 bytes, checksum: 3827ffd1fdd1c5f068af9e20a4bb9ba1 (MD5) Previous issue date: 2016-04-28 / The theme of this dissertation is professionalization in advertising. Specifically in Brazilian advertising, and taking into account that professionalization in this field was articulated with the expansion and consolidation of the biggest North American publicity agencies in Latin America between the 1930s and 1960s, this research focuses on analyzing the contribution of the North American publicity agency McCann-Erickson in developing the advertising field. Assuming the hypothesis that there is a particularity in the Brazilian experience of McCann, this research demonstrates how the sociology of professions, added to the theory of construction of fields, can be applied to study of the consolidation of publicity as a unique professional community. This research also demonstrates how the historical contexts of creation of the Brazilian and the North American advertising fields intertwine with the trajectory of the agency McCann-Erickson in Brazil. Finally, this research also analyzes the mechanisms and the specific capitals operated by this agency in order to assert its dominant position in the Brazilian advertising field. / A presente dissertação tem como tema a profissionalização do campo publicitário. Em se tratando do campo publicitário brasileiro especificamente, e levando em consideração que a profissionalização desse campo esteve devidamente articulada com a expansão e consolidação das grandes agências publicitárias americanas na América Latina, entre as décadas de 1930 e 1960, a pesquisa tem como foco analisar a contribuição da agência publicitária americana McCann-Erickson para o desenvolvimento do mesmo. Partindo da hipótese de que há uma particularidade inerente à experiência brasileira da McCann, a pesquisa mostra como o aporte teórico da Sociologia das Profissões, somado à teoria de construção de campo, podem ser aplicados no estudo da consolidação da Publicidade como uma comunidade profissional única, seguido pela demonstração de como os contextos históricos de criação dos campos publicitários americano e brasileiro se entrelaçam com a trajetória da agência McCann-Erickson em solo brasileiro, e terminando com a análise dos mecanismos e capitais específicos acionados pela agência em questão para a afirmação de seu posicionamento como polo dominante dentro do campo publicitário brasileiro.

Submitted by Dante Avanzi (danteavanzi@hotmail.com) on 2017-01-03T17:24:46Z No. of bitstreams: 1 mercadologia-avanzi-dissertação v37 Biblioteca FGV Final.pdf: 3573077 bytes, checksum: fb2962cead46ccf55b55175118825f78 (MD5) / Approved for entry into archive by Fabiana da Silva Segura (fabiana.segura@fgv.br) on 2017-01-03T17:26:16Z (GMT) No. of bitstreams: 1 mercadologia-avanzi-dissertação v37 Biblioteca FGV Final.pdf: 3573077 bytes, checksum: fb2962cead46ccf55b55175118825f78 (MD5) / Made available in DSpace on 2017-01-03T17:29:51Z (GMT). No. of bitstreams: 1 mercadologia-avanzi-dissertação v37 Biblioteca FGV Final.pdf: 3573077 bytes, checksum: fb2962cead46ccf55b55175118825f78 (MD5) Previous issue date: 2016-12-13 / Empresas de bens de consumo se deparam hoje com o desafio de conhecer e influenciar seus shoppers durante suas jornadas de compras, para que, assim, possam incrementar suas receitas. O shopper marketing surgiu para buscar soluções para este, entre outros desafios. Pode ser definido como o planejamento e execução de todas as atividades de marketing que influenciam o shopper, durante toda a jornada de compra, incluindo os ambientes de dentro e fora do ponto de venda. Entre as diversas etapas desse processo, o ponto de venda é apontado como um importante influenciador na tomada de decisão de compra do shopper. Nele, um dos meios utilizados são os fatores de in-store marketing, com destaque para os materiais de comunicação. O objetivo nesse trabalho é compreender como os vieses cognitivos, objetos de estudo nessa dissertação, influenciam a tomada de decisão de compra do shopper, quando aplicados em materiais de comunicação, em supermercados. Para isso, foi realizada uma pesquisa quantitativa experimental, a partir de um procedimento 'quase-experimento', em uma rede de supermercados, aplicado a uma marca de uma categoria de bens de consumo não duráveis. O resultado apresentado um aumento nas vendas da marca, o que comprova a efetividade da aplicação dos vieses cognitivos, em materiais de comunicação, em supermercados. Dessa maneira, o estudo contribui tanto para a prática acadêmica, quanto empresarial. No plano acadêmico, agrega conteúdo à literatura sobre shopper marketing, combinando materiais de comunicação e vieses cognitivos e sua influência sobre os shoppers em supermercados. No plano corporativo, o estudo permite que profissionais de marketing tenham mais um instrumento para conhecer e influenciar seus shoppers em supermercados, podendo elaborar materiais de comunicação mais efetivos e maximizar seus investimentos destinados ao ponto de venda, gerando vendas incrementais. / Fast moving consumer goods companies have the challenge today to know and influence their shoppers as they shop, with the purpose of increasing their sales. Shopper marketing has emerged in order to solve this challenge, among others. It can be definied as the planning and the execution process of all marketing activities that influence shoppers across the shopper journey, including both in-store and out-of-store factors. Among the different shopper marketing stages, the point of sales is key to influence the shopper’s purchasing decision. In this stage, this influence may happen through in-store marketing factors, mainly through communication materials. The goal of this essay is to understand how cognitive biases, focus of this study, influence the shopper’s purchasing decision process, when applied to communication materials in supermarkets. So, in order to accomplish this goal, an experimental quantitative research was conducted through a quasi-experiment procedure in a supermarket chain, based on a fast moving consumer good brand. The results show an increase in the brand sales, which proves the effectiveness of the cognitive biases applied to communication materials in supermarkets. Therefore, this study shall contribute to both academic and corporate fields. In the academic field, it may contribute to the existing shopper marketing literature, combining point of purchase communication materials with cognitive biases, and their influence in shoppers in supermarkets. As to the corporate field, this study allows marketing professionals to have an additional instrument to know and influence their shoppers in supermarkets by developing more effective POP communication materials, maximizing investments in the point of sales and thus increasing their sales.