A representação social do microempreendedor individual na publicidade do Sebrae

Dissertação (mestrado)—Universidade de Brasília, Faculdade de Comunicação, Programa de Pós-Graduação em Comunicação, 2015.

O marketing das notícias : consumo de informações online, persuasão e confiança

Dissertação (mestrado)—Universidade de Brasília, Instituto de Psicologia, Departamento de Psicologia Social e do Trabalho, Programa de Pós-Graduação em Psicologia Social, do Trabalho e das Organizações, 2016.

Journalisation dans un Programme de carrière en nouveaux médias : Le rôle de la réflexion par l’action

The purpose of this case study is to report on the use of learning journals as a strategy to encourage critical reflection in the field of graphic design. Very little empirical research has been published regarding the use of critical reflection in learning journals in this field. Furthermore, nothing has been documented at the college level. To that end, the goal of this research endeavor was to investigate whether second-year students in the NewMedia and Publication Design Program at a small Anglophone CEGEP in Québec, enrolled in a Page Layout and Design course, learn more deeply by reflecting in action during design projects or reflecting on action after completing design projects. Secondarily, indications of a possible change in self-efficacy were examined. Two hypotheses were posited: 1) reflection-on-action journaling will promote a deeper approach to learning than reflection-in-action journaling, and 2) the level of self-efficacy in graphic design improves as students are encouraged to think reflectively. Using both qualitative and quantitative methods, a mixed methods approach was used to collect and analyze the data. Content analysis of journal entries and interview responses was the primary method used to address the first hypothesis. Students were required to journal twice for each of three projects, once during the project and again one week after the project had been submitted. In addition, data regarding the students' perception of journaling was obtained through administering a survey and conducting interviews. For the second hypothesis, quantitative methods were used through the use of two surveys, one administered early in the Fall 2011 semester and the second administered early in the Winter 2012 semester. Supplementary data regarding self-efficacy was obtained in the form of content analysis of journal entries and interviews. Coded journal entries firmly supported the hypothesis that reflection-on-action journaling promotes deep learning. Using a taxonomy developed by Kember et al. (1999) wherein "critical reflection" is considered the highest level of reflection, it was found that only 5% of the coded responses in the reflection-in-action journals were deemed of the highest level, whereas 39% were considered critical reflection in the reflection-on-action journals. The findings from the interviews suggest that students had some initial concerns about the value of journaling, but these concerns were later dismissed as students learned that journaling was a valuable tool that helped them reflect and learn. All participants indicated that journaling changed their learning processes as they thought much more about what they were doing while they were doing it. They were taking the learning they had acquired and thinking about how they would apply it to new projects; this is critical reflection. The survey findings did not support the conclusive results of the comparison of journal instruments, where an increase of 35% in critical reflection was noted in the reflection-on-action journals. In Chapter 5, reasons for this incongruence are explored. Furthermore, based on the journals, surveys, and interviews, there is not enough evidence at this time to support the hypothesis that self-efficacy improves when students are encouraged to think reflectively. It could be hypothesized, however, that one's self-efficacy does not change in such a short period of time. In conclusion, the findings established in this case study make a practical contribution to the literature concerning the promotion of deep learning in the field of graphic design, as this researcher's hypothesis was supported that reflection-on-action journaling promoted deeper learning than reflection-in-action journaling. When examining the increases in critical reflection from reflection-in-action to the reflection-on-action journals, it was found that all students but one showed an increase in critical reflection in reflection-on-action journals. It is therefore recommended that production-oriented program instructors consider integrating reflection-on-action journaling into their courses where projects are given.

Hiring Graduates: Perspectives from Advertising and Public Relations Employers

This paper looks at employer expectations of advertising and public relations graduates seeking an entry level position. For employers in both disciplines, the top three priorities are the same generic skills – communications skills, personality traits and strategic or analytical thinking. However, some significant differences were observed, with PR practitioners assigning more importance to practical aspects such as experience in the field and internships. Public relations employers also tend to think that advertising graduates require less strategic skills than public relations graduates. Advertising practitioners generally considered the skills of entry level recruits to be more consistent across the two disciplines.

Temporal construal in advertising : the moderating role of temporal orientation and attribute importance in consumer evaluations

In two experiments, we study how the temporal orientation of consumers (i.e., future-oriented or present-oriented), temporal construal (distant future, near future), and product attribute importance (primary, secondary) influence advertisement evaluations. Data suggest that future-oriented consumers react most favorably to ads that feature a product to be released in the distant future and that highlight primary product attributes. In contrast, present-oriented consumers prefer near-future ads that highlight secondary product attributes. Study 2 shows that consumer attitudes are mediated by perceptions of attribute diagnosticity (i.e., the perceived usefulness of the attribute information). Together, these experiments shed light on how individual differences, such as temporal orientation, offer valuable insights into temporal construal effects in advertising.

Effects of susceptibility to normative influence and type of testimonial on attitudes toward print advertising

In two experiments, we show how a consumer’s susceptibility to normative influence (SNI) offers useful insights into the effectiveness of two types of testimonials: a typical person endorsement (Study 1) and a celebrity endorsement (Study 2). Specifically, we suggest that two variables moderate testimonial effects—SNI and product attribute information. Results show that in forming their evaluations, high-SNI consumers place a greater emphasis on the testimonial than on the attribute information. In contrast, low-SNI consumers are more influenced by attribute information. A mediation analysis shows that advertising attitudes for high-SNI consumers are mediated by testimonial thoughts, whereas the attitudes for low-SNI consumers are mediated by their attribute thoughts. Theoretical and managerial implications are presented.

Conclusion explicitness in advertising: The moderating role of need for cognition (NFC) and argument quality (AQ) on persuasion

Previous research into the use of explicit and implicit conclusions in advertising has yet to demonstrate consistent effects for both brand attitudes and purchase intentions. While research has examined the role of involvement, this study contributes by examining the trait called need for cognition (NFC), which addresses a person’s propensity to engage in effortful thinking. In addition, this study introduces argument quality (AQ) as another potential moderator of conclusion explicitness effects. In a 2 × 2 experiment of 261 subjects, conclusion explicitness (explicit conclusion, implicit conclusion) and AQ (strong, weak) are manipulated, with NFC (high NFC, low NFC) as a third measured variable. Results indicate more favorable evaluations for implicit conclusions over explicit conclusions for high-NFC individuals. Further, implicit conclusions result in more favorable brand attitudes and purchase intentions when linked with strong AQ for high-NFC individuals. The findings confirm that conclusion explicitness does not differentially affect the evaluations of low-NFC subjects. Results suggest that NFC may represent an important moderating variable for future conclusion explicitness research.

Infomercials and advertising effectiveness : an empirical study

Despite their increasing use by advertisers, little research has examined the effectiveness of infomercials. This study explores the influence of infomercial advertisement design elements, such as the use of customer testimonials or expert comments, and consumer characteristics, such as level of prior interest in the advertised product, upon perceptions of advertising effectiveness. With the assistance of the New Zealand division of an international infomercial marketer, we conducted a survey of consumers who had bought products in response to viewing an infomercial. Based on 878 respondents, our findings indicate that infomercial advertising is more effective when employing expert comments, testimonials, product demonstrations, the use of target market models, celebrity endorsers, product comparisons, and bonus offers. Age also impacted how consumers view infomercials, as did the type of product purchased.

Daddies, assistants and foolsbdifferentiation of male representations in present-day advertising.

This paper explores the way men are represented in present-day advertising. Most gender related studies have concentrated in studying women in advertising and claim that men are still represented as the dominant gender and in more active, independent and functional roles than women. This paper asks whether this still holds for advertising in the beginning of 21st century. Many cultural changes may have broken the earlier stereotypes, for example changes in the family life, attitudes toward various sexual identities, concepts of masculinity and femininity, and changes in cultural style.

Emailing experts and novices : effects of knowledge, copy type and testimonials on email advertising effectiveness

In this article we examine how consumer knowledge and two aspects of email ad design (copy type and testimonial type) influence attitudes and purchase intentions. Results from a field experiment reveal differences between experts and novices in their responses to email advertising. Specifically, experts report more favorable evaluations for email advertising than novices. Experts also demonstrate a preference for expert testimonials, when exposed to attribute copy. Yet when benefits-only ad copy was used, experts are most influenced by novice testimonials. In contrast, novice consumers show no copy-testimonial preference. Expert testimonials are also more effective than novice testimonials for expert and novice consumers. We discuss the results with respect to theoretical contributions and managerial implications.

A conceptual framework for a systematic mapping of layout design principles by using Yin and Yang theory

There are various principles for layout design such as balance, rhythm, unity and harmony, but each principle has often been introduced as a separate concept rather than within an integrated and systematic structure, so that designers and design students have to keep practices for the acquisition of skills. The paper seeks to develop a conceptual framework for a systematic mapping of layout design principles by using Yin and Yang and the Five Elements. Yin and Yang theory explains all natural phenomena with its own conceptual model and facilitates finding harmony and balance between the visual elements in terms of systematic and organic relations. Most common and well-known layout design principles are defined with 10 different resources such as design books and articles, and have been remapped following with the structure of Yin and Yang and the Five Elements. A systematic framework explaining the relationships of design principles was created and 32 design students participated in its efficiency test. The outcome suggests there is a high possibility that the framework can be used in professional fields and design education.

Passenger flow and station facilities modelling for metro station layout design

This paper presents the simulation model development of passenger flow in a metro station. The model allows studies of passenger flow in stations with different layouts and facilities, thus providing valuable information, such as passenger flow and density of passenger at critical locations and passenger-handling facilities within a station, to the operators. The adoption of the concept of Petri nets in the simulation model is discussed. Examples are provided to demonstrate its application to passenger flow analysis, train scheduling and the testing of alternative station layouts.