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.

Submitted by Odair Dutra Santana Júnior null (juniordutrasantana@gmail.com) on 2017-03-05T18:57:11Z No. of bitstreams: 1 minha_dissertação_odair.pdf: 15921493 bytes, checksum: 07d3768e2464a833abfa82c16d6d3be5 (MD5) / Approved for entry into archive by Juliano Benedito Ferreira (julianoferreira@reitoria.unesp.br) on 2017-03-09T14:17:14Z (GMT) No. of bitstreams: 1 santanajunior_od_me_sjrp.pdf: 15921493 bytes, checksum: 07d3768e2464a833abfa82c16d6d3be5 (MD5) / Made available in DSpace on 2017-03-09T14:17:14Z (GMT). No. of bitstreams: 1 santanajunior_od_me_sjrp.pdf: 15921493 bytes, checksum: 07d3768e2464a833abfa82c16d6d3be5 (MD5) Previous issue date: 2017-02-21 / Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP) / A partir da consulta e levantamento completo dos dados relativos à tipografia do Jornal do Commercio, realizados junto aos acervos da Biblioteca Nacional, do Rio de Janeiro, da Biblioteca Mário de Andrade e da Biblioteca Brasiliana Guita e José Mindlin, de São Paulo, e das Bibliotecas da USP, por meio do portal do Sistema Integrado de Bibliotecas da Universidade de São Paulo (SIBiUSP), apresentamos nesta dissertação um inédito conjunto completo, pelo menos por meio dos recursos mobilizados até então, das obras literárias e não-literárias, bem como os outros periódicos, que saíram à público pela tipografia do Jornal do Commercio do Rio de Janeiro entre 1827 e 1865, produção levada a efeito nas horas vagas de que essa tipografia dispunha, nos intervalos de impressão de seu principal produto. Como resultado, encontramos durante o levantamento realizado uma grande variedade de títulos e tipologia de impressos, os quais apontam para uma atividade editorial intensa e diversificada. No que se refere à publicação de obras literárias, saíram à luz textos teatrais e poéticos, porém destacou-se a impressão de romances, concentrada ao final da década de 1830 e durante a década seguinte, impulsionada pelo desenvolvimento do folhetim nos jornais brasileiros e pelo hábito de reimpressão dos romances-folhetim pelas tipografias do período, após sua publicação pelo jornal. Nesta dissertação, apresentamos essa atividade editorial, destacando o papel privilegiado das oficinas dos jornais do XIX para a produção e circulação da literatura e dos livros, e discutindo brevemente como a atuação da tipografia do Jornal do Commercio na impressão de livros e outros periódicos colaborou para a criação e manutenção de um comportamento literário e leitor em voga no período. / From the consultation and the complete data collection on the typography of Jornal do Commercio, carried out by means of the collections of Biblioteca Nacional (National Library), Rio de Janeiro, Biblioteca Mário de Andrade (Mário de Andrade Library), Biblioteca Brasiliana Guita and José Mindlin (Brasiliana Guita and José Mindlin Library), São Paulo, and USP Libraries, through the portal of the Integrated System of Libraries of the University of São Paulo (SIBiUSP), we present an unprecedented complete set, at least through the resources mobilized until then, of literary and non-literary works, as well as other periodicals published by the newspaper Jornal do Commercio of Rio de Janeiro between 1827 and 1865, produced during the spare time of this typography, in the printing intervals of its main product. As a result, we found during the data collection a large variety of titles and typology of printed matter, which indicate an intense and diversified publishing activity. As for the publication of literary works, theatrical and poetic texts came to light, but the impression of novels was emphasized, especially at the end of the 1830s and during the following decade, driven by the development of feuilletons in Brazilian newspapers and by the habit of reprinting Roman feuilleton by the typographies of the period, after its publication by the newspaper. In this paper, we present this editorial activity, highlighting the privileged role of the 19th century newspaper workshops for the production and circulation of literature and books, and briefly discussing how the work of Jornal do Commercio in the printing of books and other periodicals contributed to the creation and maintenance of a literary and reading behavior that was popular at the time. / FAPESP: 2015/11266-7