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1	A configuração estratégica do discurso em peças publicitárias de refrigerante à base de guaraná: um estudo comparativo entre anunciantes brasileiros. / The configurations of speech strategies in advertisements plays of guarana sodas: a comparative study between brazilians advertisers. Xarão, Ariane da Silva 31 May 2013 (has links) Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This dissertation seek to investigate the speech strategic configuration in the television advertisement plays, comparing the sodas' advertisers Antarctica and Kuat. Understanding the advertising like a product of a process of senses production, the sodas' formula are as important as the form that speech's formula take on the competitive market. Because of this, through the semiotics analysis in discursive level of the text, trying to compare the strategic configurations that the advertising plays in both marks. Investigating what the text say and how it does to say this. / Esta proposta de dissertação busca investigar a configuração estratégica do discurso em peças publicitárias televisivas, comparando os anunciantes dos refrigerantes Antarctica e Kuat. Compreendendo a publicidade como produto de um processo de produção de sentidos, ocorre que tão importante quanto a fórmula do refrigerante é a fórmula que seu discurso assume em meio a um mercado competitivo. Em função disso, através de uma análise semiótica em nível discursivo do texto, buscam-se comparar as configurações estratégicas das peças publicitárias de ambas as marcas, de modo a investigar o que o texto diz e como faz para dizer o que diz. Peça publicitária Discurso Teoria semiótica Estratégias comunicativas e discursivas Advertising plays Speech Semiotics theory Discursive and comunicative strategies
2	Claims Of Mistaken Identity: An Examination Of U.S. Television Food Commercials And The Adult Obesity Issue Delgado, Cristina 01 January 2009 (has links) Obesity is one of the major public health issues in the United States, often regarded as part of a global crisis. Companies invest billions of dollars each year towards television advertising campaigns aimed at convincing audiences how their ground-breaking discovery 'battles the bulge' or somehow offers an increased health benefit. This study examined how advertisers presented health-related claims, including health and nutrient-content claims, in U.S. adult-targeted television food commercials. The claims were compared to FTC, FDA, and USDA laws, regulations, and recommendations. A content analysis of food advertising was conducted of commercials from major and cable network programs broadcast during prime-time in the first quarter of 2009. The majority of claims match current regulations when compared to Federal references. The results show that Nutrient and Wellness claims were the most frequently cited. The type of benefit, Healthy Eating, emerged almost 3 times more than any other benefit type. This is also similar to those results which suggest advertisers' intentions were to promote overall wellness in their content delivery. As such, the Wellness Approach was identified and conceptualized, leading towards full development of a Wellness Effect theory. Implications and future research opportunities are discussed on both a theoretical and practical level. advertising advertising appeals advertising effects advertising legislation advertising regulation advertising strategies content analysis marketing mass communication mass communication theory cultivation theory framing theory semiotics theory media television advertising television commercials adult obesity obesity overweight weight loss health health claims health communication health promotion nutrient claims public health wellness food food advertising nutrition science business consumption consumer affairs consumer perceptions consumer protection Federal regulation government Communication

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A configuração estratégica do discurso em peças publicitárias de refrigerante à base de guaraná: um estudo comparativo entre anunciantes brasileiros. / The configurations of speech strategies in advertisements plays of guarana sodas: a comparative study between brazilians advertisers.

Claims Of Mistaken Identity: An Examination Of U.S. Television Food Commercials And The Adult Obesity Issue