A ÉTICA CONTEMPORÂNEA NO DISCURSO DA PUBLICIDADE PARA A MULHER

Esta pesquisa reflete sobre questões da ética contemporânea na publicidade dirigida ao público feminino. A discussão de tais questões debruça sobre a vertente deontológica (convicção). O objetivo do estudo é investigar como os anúncios publicados nas revistas Claudia e Nova articulam questões de tal ética. Assim, buscou-se verificar, por meio da análise de conteúdo, se os anúncios seguiam os princípios contidos no Código Brasileiro de Auto-Regulamentação Publicitária. Em uma segunda etapa, pretendeu-se investigar, por meio da análise de discurso, como se deu a construção dos anúncios sob o enfoque da ética e da mulher na sociedade dos dias de hoje. Concluiu-se que as representações da ética deontológica na publicidade feminina ocorrem de maneira não linear e fragmentada. A não linearidade se refere ao não cumprimento dos princípios éticos por parte de alguns anúncios analisados. Já a fragmentação diz respeito ao modo como a mulher é retratada e como os produtos são divulgados nos anúncios, a partir de diferentes padrões de conduta (princípios) e baseados em valores diversificados. Ora os anúncios apresentam os produtos de maneira verdadeira ou não, ora as mulheres aparecem sob um enfoque baseado em valores contemporâneos ou em valores tradicionais de modo diferenciado.(AU)

O rádio FM e a propaganda em seu espaço on line

As emissoras de rádio não utilizam, de maneira eficiente, os espaços que possuem na internet. Foi baseado nesta hipótese que este trabalho foi construído. Trata-se de um estudo realizado a partir de sites de emissoras de rádio com sede na Capital Paulista, através do qual foi possível observar a maneira como as emissoras utilizam seus espaços on-line para a busca da interatividade com seus ouvintes e também a colocação de materiais publicitários de seus anunciantes. Após a etapa de pesquisa nos sites, especialistas divididos em professores universitários, anunciantes, profissionais de agências de propaganda e de veículos de comunicação foram procurados, com o intuito de verificar se acreditavam na possibilidade / capacidade de construção de uma relação interativa entre as emissoras de rádio, seus sites e seu público. Apesar da totalidade dos questionários apontar a crença nesta possibilidade, estes profissionais não mostraram caminhos possíveis para a utilização desta mídia audiovisual como complementação do processo comunicacional com o rádio. Assim, coube a este trabalho apresentar possibilidades de interação entre o mundo virtual e o rádio.(AU)

ORÍGENES LESSA E A PROPAGANDA BRASILEIRA

A trajetória de vida do publicitário, jornalista, contista, novelista, romancista e ensaísta Orígenes Lessa é rica em experiência profissional e conhecimento intelectual na propaganda e na literatura. O objetivo central deste trabalho foi o de resgatar seu itinerário na propaganda, seus valores, as técnicas de publicidade por ele utilizadas, bem como suas contribuições para a evolução da propaganda brasileira. O publicitário, detentor também de ampla produção literária, foi o primeiro presidente da APP Associação dos Profissionais de Propaganda. Trabalhou em uma das primeiras agências de publicidade do Brasil, a Eclética. Começou a atuar em 1928 na multinacional General Motors, depois em agências estrangeiras, como a J.W. Thompson, e em meios de comunicação nacionais, consolidando uma carreira de 57 anos dedicados à publicidade. Adotamos o método de pesquisa histórica buscando os vínculos entre a trajetória pessoal e profissional de Orígenes Lessa e o desenvolvimento da publicidade. Privilegiamos o período das décadas de 20 e 30, época de ativa militância do publicitário na área. Destacamos sua percepção do trabalho do redator publicitário, seus valores, principais trabalhos e as repercussões dos mesmos na sociedade brasileira.(AU)

PERSONAGENS INFANTIS DO CINEMA NA PROPAGANDA: UMA ESTRATÉGIA NA COMUNICAÇÃO AO PEQUENO CONSUMIDOR

Esta pesquisa tem como foco o varejo de produtos alimentícios que estão em amplo crescimento comercial com o uso de imagens de personagens de cinema infantil na propaganda para potencializar as marcas no mercado. O objetivo é conhecer e interpretar de forma científica, como o uso de imagens de personagens de cinema infantil na publicidade pode resultar no desejo de consumo pelo pequeno consumidor. A metodologia por experimento com crianças de 4 a 6 anos de idade serviu como base para que a questão da pesquisa fosse respondida a partir da aplicação de uma simulação de um ponto direto de venda (PDV). Biscoitos recheados com aplicação nas embalagens de personagens de cinema infantil assim como personagens de publicidade ficaram à disposição de compra do pequeno consumidor. Na conclusão do experimento, observa-se que a questão da pesquisa foi respondida, ressaltando que a publicidade de produtos alimentícios infantis com aplicação de personagens publicitários mantém condições de venda mais favoráveis do que publicidade de produtos alimentícios infantis com aplicação de personagens de cinema infantil, o que cria uma aversão ao discurso do senso comum.(AU)

JORNALISMO: TRAJETÓRIA, CRISES E O FENÔMENO DO METRO

Esta pesquisa tem o propósito de analisar a dupla crise do jornalismo financeira e paradigmática - que têm refletido no processo de mutação jornalística observada em alguns veículos da atualidade, como é o caso do jornal gratuito Metro, nosso objeto de estudo. O que se buscou foi entender como as características dos tempos atuais, tais como superficialidade das notícias, a velocidade, a instantaneidade, a forte presença da publicidade e o apelo direto o consumo, estão presentes no jornalismo impresso atual. Em um primeiro momento realizou-se revisão bibliográfica sobre a trajetória do jornalismo, história e crise enfrentada nas últimas décadas. A seguir, fez-se uma pesquisa exploratória sobre o Metro, objeto estudado, avaliando a presença de características que o fazem um veículo da atualidade, reflexo da mutação jornalística. A análise revelou a existência de uma crise conceitual agravada pela crise econômica e marcada pelas leis do capital.(AU)

TELEFONE CELULAR: A nova mídia de massa a serviço da publicidade segmentada.

Ao final do ano de 2004 o Brasil atingiu o número de mais de 50 milhões de aparelhos celulares, ultrapassando inclusive o número de telefones fixos. No mesmo período, as operadoras de telefonia móvel lançaram o sinal de televisão para serem recebidos nestes aparelhos, que são pessoais e portáteis. O objetivo deste trabalho é verificar se em virtude deste crescimento na base de usuários e da alta tecnologia o aparelho de telefone celular tem potencial como mídia publicitária, sendo capaz de segmentar suas mensagens de acordo com o perfil dos clientes.

Absence of corporate social reporting (CSR) in Bangladesh: a research note

This paper aims to broaden the present CSR literature by extending its focus to the absence of CSR within a developing country, an area which, to date, is relatively under researched in comparison to the more widely studied presence of CSR within developed Western countries. In particular this paper concentrates upon the lack of disclosure on three particular eco-justice issues: child labour, equal opportunities and poverty alleviation. We critically examine why this is the case and thereby illuminate underlying motives behind corporate unwillingness to address these issues. For this purpose, 23 semi-structured interviews were undertaken with senior corporate managers in Bangladesh. The findings suggest that the main reasons for non-disclosure include lack of legal requirements, lack of knowledge/awareness, poor performance and fear of bad publicity. Given these findings the paper raises some serious concerns as to why corporations would ever be expected to voluntarily report on eco-justice issues where performance is poor and negative publicity would be generated. These significant issues require careful consideration by policy makers at the national, regional and international levels.

A study of new product market search and user adoption

The research was carried out in the Aviation Division of Dunlop Limited and was initiated as a search for more diverse uses for carbon/carbon composites. An assumed communication model of adoption was refined by introducing the concept of a two way search after making cross industry comparisons of supplier and consumer behaviour. This research has examined methods of searching for new uses for advanced technology materials. Two broad approaches were adopted. First, a case history approach investigated materials that had been in a similar oosition to carbon/carbon to see how other material producing firms had tackled the problem. Second, a questionnaire survey among industrialists examined: the role and identity of material decision makers in different sized firms; the effectiveness of various information sources and channels; and the material adoption habits of different industries. The effectiveness of selected information channels was further studied by monitoring the response to publicity given to carbon/carbon. A flow chart has been developed from the results of this research which should help any material producing firm that is contemplating the introduction of a new material to the world market. Further benefit to our understanding of the innovation and adoption of new materials would accrue from work in the followino areas: "micro" type case histories; understanding more fully the role of product champions or promoters; investigating the phase difference between incremental and radical type innovations for materials; examining the relationship between the adoption rate of new materials and the advance of technology; studying the development of cost per unit function methods for material selection; and reviewing the benefits that economy of scale studies can have on material developments. These are all suggested areas for further work.

Corporate legitimacy and advertising:British companies and the rhetoric of development in West Africa, 1950-1970

Development, modernity, and industrialization became dominant themes in corporate advertising in Africa in the 1950s and remained prevalent through the following two decades while many African nations were gaining independence. British business operating there created a publicity strategy that couched their presence in less developed countries in terms of a commitment and a positive contribution to the progress of the new states. Eventually, British companies tried to "Africanize" their corporate image through these campaigns.

The absence of corporate social responsibility reporting in Bangladesh

This paper aims to broaden the present corporate social responsibility (CSR) reporting literature by extending its focus to the absence of CSR reporting within a developing country, an area which, to date, is relatively under researched in comparison to the more widely studied presence of CSR reporting within developed Western countries. In particular this paper concentrates upon the lack of disclosure on three particular eco-justice issues: child labour, equal opportunities and poverty alleviation. We examine why this is the case and thereby illuminate underlying motives behind corporate unwillingness to address these issues. For this purpose, 23 semi-structured interviews were undertaken with senior corporate managers in Bangladesh. The findings suggest that the main reasons for non-disclosure include lack of resources, the profit imperative, lack of legal requirements, lack of knowledge/awareness, poor performance and the fear of bad publicity. Given these findings the paper raises some serious concerns as to why corporations would ever be expected to voluntarily report on eco-justice issues where performance is poor and negative publicity would be generated and profit impaired. Further research is still required to uncover current injustices and to imagine what changes can be made.

Exploring the adoption of interactive digital television services as a retail shopping platform

The aim of this research is to consider the possible effect of an emerging technology platform on the uptake of online shopping: interactive (digital) Television (iTV), which enables viewers to select a variety of viewing options, publicity materials, games, entertainment and more recently shopping. An augmented version of the original TAM is applied to this study. Two new constructs are considered namely access and awareness together with perceived ease of use, perceived usefulness, perceived enjoyment and security. The results show that indeed the augmented TAM can be used as a predictive model for the adoption of iTV as an online shopping platform. It is concluded that access, perceived ease of use, perceived enjoyment and perceived usefulness are significant factors to determine the consumers’behavioural intentions towards the use of digital TV as a new shopping platform. However, awareness and security are considered to be insignificant with no effect on consumers’ behavioural intentions towards the new shopping medium.

An exploration of the absence of corporate social reporting (CSR) in Bangladesh

This paper aims to broaden the present CSR literature by examining the absence of CSR within the context of a developing country. This is an area which to date is relatively under researched in comparison to the more widely studied presence of CSR within developed Western countries. For this purpose, 23 semi-structured interviews were undertaken with senior corporate managers in Bangladesh. The findings suggest that the main reasons for non-disclosure include lack of legal requirements and lack of knowledge/awareness. The other reasons mentioned are lack of resources, poor performance and fear of bad publicity and inherent dangers in additional disclosures. The paper has raised some serious public policy concerns by exploring the underlying motives for absence of CSR in general and some eco-justice issues in particular (e.g. child labour, equal opportunities and poverty alleviation). These significant issues require careful consideration by the policy makers at the national, regional and international levels.

A gazdasági társaságok átalakulásának egyes jogalkalmazási problémái és a legújabb ítélkezési gyakorlata

A tanulmány a gazdasági társaságok átalakulásának jogalkalmazási kérdéseit tekinti át, és az egyes vitás jogértelmezésű szabályokkal kapcsolatos eseti bírósági döntéseken keresztül mutatja be az uralkodó bírói gyakorlatot. Foglalkozik – egyebek közt – az átalakulás fordulónapjának problematikájával, az átalakulás bejegyzésével és az átalakulás során bekövetkező jogutódlással összefüggő eljárásjogi teendőkkel, különös tekintettel a felszámolás alá került jogutód esetére. ----- The paper reviews the enforcement practice of the Hungarian law on transformation of commercial companies. It presents the leading case law on debated issues of legal interpretaiton. It deals, among others, with turning points in case law on company transformation, publicity of transformation, procedural aspects of the company created upon transformation, with focus on the banckruptcy of such companies.

The Central Agency for Jewish Education: Fifty years of Jewish education in Dade County

The purpose of the study was to provide a historical record of the Bureau of Jewish Education/Central Agency for Jewish Education and its role in Jewish education in Miami since its inception in 1944 as well as to provide a sociological context within which to view the growth and development of the community. During the past 50 years of the Agency's existence, Dade County's Jewish population has undergone many changes including a huge population increase in the 1960s and 1970s and then a decrease in the 1980s and 1990s, and a shift from postwar business class of store owners to turn of the century professional class.^ The methodology used in this study was threefold. First, document analysis of formal and informal documents dating from 1944 to the present was conducted. Second, personal interviews were conducted with the Executive Directors of the B.J.E./C.A.J.E., long-time B.J.E./C.A.J.E. staff, present staff, Greater Miami Jewish Federation leaders, and lay leadership of C.A.J.E. Third, national trends in Jewish education were cited as a basis for the comparison and contrast of the achievements of C.A.J.E.^ The historiography concluded that the Agency had come full circle in its programs. Analysis of the services provided to religious and day schools, early childhood education, the High Schools, teacher services, adult education, and the library indicated that in some areas C.A.J.E. was an innovator, in other areas it followed national trends, and in others it was deficient. Recommendations included a reeducative process for the community with Jewish education made top priority, more visibility and publicity for the work of C.A.J.E. that would enhance its prestige and improve support, and holistic planning of programs for the future. ^

Analysis and comparison of the moral development of students required to graduate with an ethics course

Accounting students become practitioners facing ethical decision-making challenges that can be subject to various interpretations; hence, the profession is concerned with the appropriateness of their decisions. Moral development of these students has implications for a profession under legal challenges, negative publicity, and government scrutiny. Accounting students' moral development has been studied by examining their responses to moral questions in Rest's Defining Issues Test (DIT), their professional attitudes on Hall's Professionalism Scale Dimensions, and their ethical orientation-based professional commitment and ethical sensitivity. This study extended research in accounting ethics and moral development by examining students in a college where an ethics course is a requirement for graduation. ^ Knowledge of differences in the moral development of accounting students may alert practitioners and educators to potential problems resulting from a lack of ethical understanding as measured by moral development levels. If student moral development levels differ by major, and accounting majors have lower levels than other students, the conclusion may be that this difference is a causative factor for the alleged acts of malfeasance in the profession that may result in malpractice suits. ^ The current study compared 205 accounting, business, and nonbusiness students from a private university. In addition to academic major and completion of an ethics course, the other independent variable was academic level. Gender and age were tested as control variables and Rest's DIT score was the dependent variable. The primary analysis was a 2 x 3 x 3 ANOVA with post hoc tests for results with significant p-value of less than 0.05. ^ The results of this study reveal that students who take an ethics course appear to have a higher level of moral development (p = 0.013), as measured by the (DIT), than students at the same academic level who have not taken an ethics course. In addition, a statistically significant difference (p = 0.034) exists between freshmen who took an ethics class and juniors who did not take an ethics class. For every analysis except one, the lower class year with an ethics class had a higher level of moral development than the higher class year without an ethics class. These results appear to show that ethics education in particular has a greater effect on the level of moral development than education in general. Findings based on the gender specific analyses appear to show that males and females respond differently to the effects of taking an ethics class. The male students do not appear to increase their moral development level after taking an ethics course (p = 0.693) but male levels of moral development differ significantly (p = 0.003) by major. Female levels of moral development appear to increase after taking an ethics course (p = 0.002). However, they do not differ according to major (p = 0.097). ^ These findings indicate that accounting students should be required to have a class in ethics as part of their college curriculum. Students with an ethics class have a significantly higher level of moral development. The challenges facing the profession at the current time indicate that public confidence in the reports of client corporations has eroded and one way to restore this confidence could be to require ethics training of future accountants. ^