The thesis deals with propaganda poster as a specific medium of communist propaganda between 1948 - 1956. The first part describes a historical context regarding the social, political and economical reconstruction. The thesis is focusing on poster as a specific tool of propaganda concerning a connection to Soviet Union and a socialist realism as an official art style. At the same time the thesis is describing the communist propaganda and its characteristic elements with the connection to a new media control and censorship. The propaganda poster is viewed as a distinctive medium used by communist propaganda for a persuasion and ideological influence to society. The thesis is focusing on posters oriented on building a new attitudes to work and work process as a typical part of first years of communist regime in the time of building of a socialism in Czechoslovakia. Based on archive files the work is describing how and in which institutions were the posters controled and created. The last part is trying to bring an analysis of specificgroups of posters from the representation, stereotypes, input contect, typical rhetoric and symbols point of view.

Den här uppsatsen syftar till att belysa förändringar i hur hälsoanspråk använts och utformats i kommersiellt syfte under 1900-talet. Förändringarna synliggörs genom att analysera problem, mål och medel i Mjölkpropagandans tidskrift utifrån teorin om styrningsrationalitet. Förändringarna i reklamverksamhet är intressanta att studera eftersom Mjölkpropagandan var en omfattande kommersiell historisk aktör, vars verksamhet sträckte sig över en längre period. Uppsatsen ingår huvudsakligen i diskussioner om hur hälsa har använts i reklam, men den bidrar också till diskussioner om hälsoupplysning och historien om mjölk och mjölkpropagandan i sig. Undersökningen visar hur hälsoanspråk anpassats i reklamen utifrån kontextuella förändringar och kritik. På så vis har mjölkens auktoritet och reklamkampanjens legitimitet bibehållits. Reklamen har gått ifrån att vara subjektiv och värderande som ett folkhälsoprojekt på 1920- och 30-talet till att vara objektiv och vägledande gentemot konsumenterna på 1960- och 70-talet. Uppsatsen visar även hur mjölken genom anpassade sätt att använda och utforma hälsoargument blivit ett etablerat behov.

In 1962, very few people within the Peoples Republic of China (PRC) had ever heard of Lei Feng, a young soldier who died in a tragic accident while driving a truck for the People's Liberation Army. The following year, his name was known throughout China as one of the finest young soldiers that the country had ever produced. In years to come, his diary was put in the hands of everyone from school children to soldiers to serve as a model for the ideal Chinese citizen. Furthermore, as Chinese culture evolved, so did the Lei Feng image, changing from citizen-soldier in 1963 to socialist entrepreneur after 1978. This study's focus is how Lei Feng has become not only a model Chinese citizen-soldier and entrepreneur, but a successful example to fellow nations of how they, too, could mold the ideals of their citizens for generations to come.

The thesis compares Western and Soviet approaches to creating the image of state in the Cold War period. Terms public diplomacy, propaganda and agitation are explained and the Cold War period is covered in the first section. Second chapter depicts American and British approach to the public diplomacy after WW2 and deals with Western methods and tools used to create the image of state abroad. Third section describes Soviet propaganda and its machine of the stated period and the fourth section compares and judges Western and Eastern approaches. It seems that although the differences of democratic and totalitarian form of state are relevant, the structure and institutions used to creating the image of state during the Cold War were similar on both sides of the iron curtain.

Sport is a relatively common topic in the Czech literature. The authors often focus on team sports like football or ice hockey or on the individual competitions, for example, gymnastics. Through sport various stories that include different ideas can be produced. This diploma thesis lay stress on the documentation of the transformation of sport´s image in the 30´s, 40´s and 50´s of the 20th century. The thesis also concentrates on the clarification of the term sport, different outlooks on sport because this topic is also connected with the cult of the human body. The chosen literary works research the image of sport and the ways of the interpretations. Furthermore, the thesis concerns oneself with the film, the representation of the sport and its narrative patterns in it.

In my diploma thesis I came to the conclusion that the frequency of mentions about Edvard Beneš fluctuated in the monitored media. From the examined periods, Rudé právo, Lidová demokracie and Svobodné slovo most often wrote about him in 1968 (a total of 37 mentions), in 1958 there were 32 mentions and in 1978 and 1988 there were 25 mentions. On the contrary, in sum of all the examined periods, there were only a few mentions in some years - for example, in 1983 there were 4 mentions, in 1948 there were 8 mentions and in 1973 there were 10 mentions. Rudé právo most often wrote about Edvard Beneš (96 references in all), in Svobodné slovo 47 and in Lidová demokracie 37. This can be explained by the fact that during the Communist regime Rudé právo had more pages than the other two newspapers and it also paid more attention to politics. In the researched media, Edvard Beneš was most often mentioned in connection with the February coup d'état anniversaries. In the qualitative analysis, I came to the conclusion that the studied newspapers mostly wrote about Edvard Beneš neutrally (57 percent of all mentions), negative references were 35 percent, and 8 percent were positive. During the 1950s, the analysed media was mostly critical to Edvard Beneš. However, in 1963 I noticed 50 percent of neutral references....

Cette thèse s’intéresse à la configuration des rapports qui existent entre la France, la Roumanie et la Serbie, réunies autour du Banat pendant la Grande Guerre. La perspective épistémologique est orientée par l’histoire de la Première guerre mondiale sous tous ses aspects: diplomatiques, militaires, culturels, discursifs, de la mémoire etc. Notre cadre d’analyse vise d’abord l’histoire régionale de la Grande Guerre parce que le territoire du Banat se relève à la fois comme une donnée des pourparlers diplomatiques et comme une réalité à l’issue de la guerre, comme un objet à réclamer par les Roumains et par les Serbes au nom du droit de propriété et comme un sujet à débattre en présence de l’aréopage de la paix. Tous ces traits sont étudiés en fonction de rapports diplomatiques, politico-militaires et de propagande de la Roumanie et de la Serbie (du Royaume des Serbes, Croates et Slovènes) avec la France, Paris étant la capitale du « Grand Allié » et le lieu vers lequel se livrent les attentes et les espérances de la réalisation de leur union nationale. / The aim of this thesis is to configure the relationships that have been established between France, Romania and Serbia on Banat during the First World War. Epistemological perspective is guided by the history of world conflict in all its aspects: diplomatic, military, cultural, discursive, memoirs, etc. Our analysis framework first aims the history of the great war, since the territory of Banat appears at the same time as a source of diplomatic negotiations and as a reality at the end of the conflict, as a territory claimed by the Romanians and Serbs on behalf of the right of ownership and as a topic of discussion within the peace forum. All these characteristics are studied regarding the diplomatic, political and military relations of Romania and Serbia (Kingdom of Serbs, Croats and Slovenes) with France, Paris being the capital of the "Great Ally” and the place that awaits the expectations and hopes of achieving their national union.

Orientador: Laércio Fidelis Dias / Banca: Rafael Salatini / Banca: Gabriel Cunha Salum / Resumo: Esta dissertação de mestrado tem por objetivo geral desdobrar como deu-se a consolidação da imagem das pin-ups estadunidenses como produto nacional de alcance mundial e a maneira como alcançaram a representatividade das mulheres ao encará-las como um ideal a se seguir. Ao interrogarmos como essas mulheres se fizeram tão presentes no imaginário dos anos de 1930 a 1950 trataremos de sua entrada nos meios de comunicação - que não se restringiriam as revistas - e acabariam por tomar o mercado e os meios de comunicação de modo geral a partir das ilustrações de Gillete Elvgren, George Petty e Alberto Vargas. Assim através do estudo de teóricos, tais como Maria Elena Buszek, se buscará compreender como uma massificação da imagem das garotas pin-ups, cada vez mais padronizada foi inserida na indústria de consumo e amparada também pela indústria em época de guerra, sobretudo com a Segunda Guerra Mundial. Elas conduziriam o que se viria a se esperar das mulheres em meio à guerra: se tornarem fortes e serem autênticas nacionalistas, construindo assim um valor patriótico a partir da imagem feminina inserida e unificada como símbolo do patriotismo e da liberdade do povo estadunidense. Somando-se a este objetivo, será mapeada a atuação destas mulheres na implantação de uma cultura nacional estadunidense e no processo de transformação da intimidade e percepção com o corpo, que se deu principalmente durante o ápice dos Anos Dourados, que abarca os anos de 1940 e 1950, período que marcou tamb... (Resumo completo, clicar acesso eletrônico abaixo) / Abstract: This master's thesis has as general objective to unfold as the consolidation of the image of the US pin-ups as a national product of world-wide reach and the way in which the representativeness of the women was given when facing them like an ideal to be followed . When we questioned how these women became so present in the imagery of the 1930s and 1950s, we will consider their entry into the media - which would not be restricted to magazines - and would eventually take the market and the media in general from the Gillete Elvgren, George Petty and Alberto Vargas. So through the study of theorists, such as Maria Elena Buszek, will seek to understand how a massification of the image of pin-ups girls, increasingly standardized. Inserted in the consumer industry and also supported by wartime industry, especially with World War II, they would lead what was to be expected of women in the midst of the war: to become strong and to be authentic nationalists, thus building a value patriotic from the feminine image inserted and unified as a symbol of the patriotism and freedom of the American people. In addition to this objective, the role of these women in the implantation of an American national culture and in the process of transformation of intimacy and perception with the body will be mapped, mainly during the peak of the Golden Years, which covers the years 1940 and 1950, a period that also marked the transition from old advertising techniques to a new reality fostered by cultural ... (Complete abstract click electronic access below) / Mestre

O objetivo central desse trabalho é entender as reais possibilidades de participação de elementos subliminares no processo de persuasão publicitária. Para isso, o modelo AIDA foi utilizado em conjunto com estudos científicos que evidenciam e esclarecem as reações de um indivíduo exposto a estímulos subliminares utilizados como estímulos preparatórios para a recepção de estímulos conscientes. / The main goal of this research is to clarify the actual limits of subliminal elements in advertising persuasiveness. For that matter, the AIDA model was used combined with scientific studies in order to provide better understading of an individual\'s reaction to subliminal stimuli used as primes for regular, conscious stimuli.

Este trabalho foi realizado com o objetivo de compreender a possibilidade de se promover uma educação formativa que oferecesse condições de resistência à cultura do consumo e da publicidade, com o intuito de retirar os sujeitos de uma posição passiva e espectadora para outra, criadora e engajada. Visualizava-se, inicialmente, realizar uma alfabetização para a publicidade, que proporcionasse aos jovens alguns instrumentos para lidar com estes estímulos de forma lúcida e alerta. Nossa investigação teórica e de campo indicou, finalmente, que esta tarefa pode suscitar resistências psíquicas associadas à retirada do que se gosta, ou acredita-se gostar que envolve sonhos baseados em ter e parecer e o consumo de marcas - aspectos que podem ser entendidos como alguns dos pilares da ideologia e da lógica da indústria cultural sob o capitalismo tardio. Os conceitos teóricos norteadores do trabalho foram sociedade administrada e indústria cultural, como apresentados por Theodor Adorno e Max Horkheimer, da Escola de Frankfurt, assim como as propostas de Adorno para uma educação formativa que atuasse como antídoto a tal indústria. Os conceitos de ideologia, da forma como articulados, depois de Marx, por Wilhelm Reich e retomadas por René Kaës, em sua Teoria Psicanalítica de Grupos, foram fundamentais para se refletir sobre a construção de laços sociais e a mediação de grupos, segundo uma perspectiva transformadora. Para analisarmos os discursos dos jovens, recorremos ainda à formulação freudiana de perlaboração, aos estudos sobre as problemáticas adolescentes de Mônica do Amaral, Jeammet e Corcos e outros autores. O olhar de Gilles Lipovetsky sobre os fenômenos da contemporaneidade e a assim chamada Cultura Moda-Mídia foi importante para atualizar uma discussão acerca da sociedade de consumo. Como resultado de nosso trabalho de campo, conduzido com jovens do 3º ano do Ensino Médio de uma escola pública de São Paulo, concluímos que a apreensão formal do que está por trás da lógica da publicidade é rápida e precisa. Porém, ela implica uma desconstrução que pode ser ameaçadora e dolorida e que deve ser cuidada com atenção, uma vez que se trata de uma desconstrução estrutural do que percebemos que nos cerca e pode levar consigo alguns sonhos. Estes, embora emprestados da indústria cultural, são os que existem, os que guiam a muitos de nós. O trabalho de educação crítica para o consumo e a publicidade deve, portanto, ultrapassar uma abordagem instrumental, e focalizar o fortalecimento do eu, por meio de atividades que propiciem a autoconsciência e a transformação intra e intersubjetiva, e que preferencialmente atue no território do intermediário através da mediação de grupos. / This work aims to understand the possibility to promote a formative education which could offer conditions for some resistance to consumer and advertising culture, with the intention of withdrawing the subjects out of a passive and spectator attitude to a creative and engaged one. At first we aimed to carry out an advertising and media literacy which would skill the youth to deal with these stimuli in an enlightened and attentive way. Our theoretical and field surveys revealed that this task could provoke psychic resistance related to withdrawing what we like or what we believe we like which involved dreams based on having and looking like and brands consumption. These aspects may be understood as some of the pillars of culture industry ideology and logics in late capitalism. The theoretical concepts which guided this work were administered society and culture industry as presented by Theodor Adorno and Max Horkheimer from the Frankfurt School, Adorno´s proposals for formative education which could work as antidote to this industry, as well as the concept of ideology as articulated after Marx by Wilhelm Reich and retaken by René Kaës. Kaës´ Psychoanalytical Theory of Groups was the basis to think the formation of social ties and groups facilitation in a transforming perspective. In order to analyze the youth discourse we are based on the Freudian concept of perlaboration, on studies about adolescent problems by Monica do Amaral, Jeammet and Corcos and others. Gilles Lipovetskys look upon contemporary phenomena and the so-called media-fashion culture were important to update a discussion about consumer society. As a result of our field survey held with young people from the 3rd grade of high school in a public school in São Paulo, Brazil, we concluded that a formal apprehension of what lies behind the logic of advertising is fast and precise. However, it implies a deconstruction which can be threatening and painful. It has to be looked at carefully as it refers to a structural deconstruction of what is understood as our environment, and so some dreams may fade away. Although borrowed from the culture industry, these dreams exist and guide many of us. The work of a critical education towards consumption and advertising must therefore overcome an instrumental approach and focus on the strengthening of the self by means of activities to promote self-awareness and intra / intersubjective transformation, preferably acting in transitional space through groups facilitation.