Gestão de marcas e relações públicas: o papel da propaganda de relações públicas na construção e manutenção da imagem institucional

The main purpose of this study is to promote reflection about the relevance of institutional propaganda as a tool of public relations and as a component of brand management. Concepts relevant to the design of this propaganda as Peirce’s semiotics, the storytelling, DNA corporate, identity and corporate culture were also outlined. A study was conducted to illustrate the work on the business management of JM Empilhadeiras, brand management and global institutional first campaign image building of Hyundai, the “Live Brilliant”

Relações públicas e gestão de marcas: compreendendo habilidades e contribuições

This paper discusses the possible performances of professional Public Relations in Brand Management. This approach combines the concepts of brand identity, image and reputation for strategic function / managerial Public Relations. If on one hand the brand is the key element for the public identification of the organization, on the other, the result of this relationship can and should add value to both protagonists of the relationship: Public and organization. So, in an effort analytical and reflective, based on specific literature, defends the idea that the Public Relations has a professional profile that combines institutional and market interests for brand management. In practice, through an exploratory study, is observed from interviews with professionals involved in the area of Brand Management, how is the alignment between brand, relationships and purposes of the organization and which professionals working in this field. The study shows that although it is still defining itself in the market everyday, the public relations professional is a plural, able to manage this effectively

Comunicação digital, relações públicas e gestão de marcas: Interatividade e relacionamento como ferramentas de branding

This paper aims to present the contribution of Public Relations in the process of branding, using digital communication as a tool for interaction with the public, and through strategic management, building and maintaining strong and lasting relationships with consumers, resulting in building bonds of sympathy, identification, and networks engaged and loyal consumers to brands. Therefore, were performed bibliographical research covering topics such as information society, network society, the dynamics of social networks, digital media, brands, branding, marketing 3.0, Public Relations and Public Relations 2.0. Were also undertaken observations on communication actions that used digital social media, focusing on interactivity, collaboration and relationship, to better understand how organizations are realizing the importance of interaction and relationship management with the public and how they are performing this communication. At the end, some of these actions are presented as examples of the theories studied, and as a demonstration of the benefits brought to these organizations and their brands

A obra do poeta politradutor Armand Robin: marcas de uma existência em fuga

Armand Robin was a prodigious translator, that is to say: his works were translated into 22 different languages, not to mention his missing texts. During his bulletin on the radio, it was also possible to notice that 18 idioms were fluently received. This poet was notable not only because of his capacity of knowing several languages, but also because of his conception about translation. According to Robin, the meaning was not enough; a target text (TT) must be based on the recreation of the source text (ST), signification by signification; sound by sound, language by language. Since his first book, Ma Vie sans Moi, was released, Robin always wanted his translated texts were presented as works of his own, creating the idea that there was no difference between ST and TT, before giving priority to translation, either in publications or in radio transmissions. In 1942, ÉditionsGallimard published his single “novel”, Le temps qu’ilfait, which was object of studies related to the poet as a translator, emphasizing the pulse of life, which was visible in his TTs. However, in our paper, we are going to observe his production as an author, more specifically his writings, his novel and some of his fragments, in order to deepen the knowledge about his experience and also understand the dramatic and peculiar speech which is present in his writings.

Turpilóquio em português e italiano: reflexões sobre marcas de uso de itens tabus em dicionários

In this paper, we tried to understand the place of taboo words and their importance in the language. We focused questions about the taboo and how words can be prohibited. We elected swear words as our object of research because these words have an important place in the lexicon of many speakers, and they are present in books and movies, as well as in the everyday speech. Therefore, we tried to show that they must be analyzed with attention and also free from prejudices. We found out that the use of bad words can be very different in the languages selected and they reflect thus the culture of the languages involved.

Análises microbiológicas e quantificação de proteína de soja pela metodologia isotípica (δ13C and δ15N) em hambúrgueres bovinos de marcas comerciais brasileiras

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Correspondência de cor de diferentes marcas e sistemas de resina c omposta em relação à escala vita classical

The objective of this study was to compare different resins and determine their matching color with Vita shade, also investigating the possibility of substitution among them and the correlation between the visual and spectrophotometry methods of color selection. The composite resin Tetric N-Ceram® shade A1 was used as light-control and color A4 as dark-control. For each material were prepared five 10 x 2 mm disks. Analyses were performed in a metamerism box by volunteers who ordered the specimens from the lightest to the darkest. The spectrophotometry was carried out using the spectrophotometer Vita Easyshade®. ∆E values were subjected to analysis of variance with 5% significance level. The Fisher exact test showed that there was no color match among the materials and the reference Vita shade. The possibility of substitution among the composites could not be established. The two methods are able to correctly differentiate the control resin A4 as distinct from the other resins shade A2.

O jovem midiatizado e as marcas de gênero e sexualidade: o que restou na caixa de Pandora?

Pós-graduação em Desenvolvimento Humano e Tecnologias - IBRC

Marcas e lugares: um estudo sobre marcas turísticas no Rio de Janeiro

This paper, through a literature review, demonstrates the importance of the use of brands by men, initially as a form of expression and communication. History has shown that the visual language and the use of images in the form of the brands, proved a very efficient and direct interpretation, with accuracy to what it represents, setting the brand as a financially valued member. The paper deals with analysis of the Spanish example that argues the way that touristic points has been used to represent places in the whole world; then, at the same time, it measures the case of the Brazilian city of Rio de Janeiro where brands are created for special events and there is not a representative tourist brand to this town; But when analyzing the places in the city, symbols like The Copacabana Promenade has a strong presence in the collective imagination, that's the reason why it has been used as an element of strong local identity and in the Industrial Design.

Marcas da sexualidade construidas na idade média que contribuiram para o aparecimento da homofobia

Esse trabalho objetiva o estudo da sexualidade na Idade Média, a fim de analisar as marcas construídas pela história que contribuíram para a formação dos pensamentos fortemente presentes na sociedade contemporânea relacionados à homofobia. A Idade Média foi um período de grandes mudanças na sociedade, onde houve a disseminação de pensamentos relacionados à sexualidade que prejudicaram a vida de muitas pessoas, inclusive dos homossexuais. Portanto, para a realização dessa pesquisa serão considerados os acontecimentos marcantes sobre a sexualidade nessa época. Desse modo, considerando as concepções construídas e passadas de geração em geração, presenciamos atualmente grande ocorrência de episódios de preconceito e violência contra homossexuais, justificadas com argumentos fundamentados em ideias de tempos remotos. Assim, por meio de uma pesquisa bibliográfica, buscaremos compreender essas marcas deixadas pelo tempo utilizadas até hoje como instrumentos de preconceito e violência e geradoras de um fator contemporâneo, a homofobia

Um momento da história da educação brasileira cravado na literatura: as marcas dos mecanismos disciplinares na escola do final do século XIX, inscritas em O Ateneu, de Raul Pompéia

Historiography shows that the historical moment is inscribed in the culture of every time and place. Thus, it allows us to identify within the different modes of cultural production - therefore in the literature of a particular time, our research object - expressions of historical aspects. Furthermore, it is important that we know our own history, so that such knowledge help us to learn how to build, individually and collectively, more equitable societies. The objective of this bibliographic research nature was to identify historical aspects of the nineteenth century Brazilian education printed in O Ateneu (The Athenaeum), written in 1888 by Raul Pompéia. We sought for narrative passages that could reveal usual educational practices in the time context of our work in order to better understand a historical period that contributed to the establishment of our current education