What makes an ad enjoyable? Analysing advertising appeals as viewed by Portuguese consumers

Nowadays, consumers are faced with a variety of media that convey myriad advertising messages, which struggle amidst a highly competitive environment, with a view to drawing the viewers’ attention, raising awareness, creating interest and inspiring desire and, ultimately, leading to the purchase of the product/service at stake. For this, advertising professionals deliberately intertwine their selling arguments with emotionally-charged creative concepts. It is the aim of this study to analyse the impact of the main creative appeals and to identify groups of consumers based on their attitudes towards them. We have undertaken a quantitative study, by means of a survey administered to a convenience sample with a list of creative appeals, which had to be classified by the respondents according to their attitudes. Globally speaking, the preferred appeals were humour, music and animation. Nonetheless, it was possible to divide the respondents into three groups. ‘Advertising fans’, the ‘rationally-minded’ and the ‘emotionally-minded’. This study presents some limitations, especially as to the sample used. Apart from the reduced number of respondents and lack of more widespread geographic reach, some academic qualifications were underrepresented. The results of this study offer some avenues to be explored by marketing and advertising professionals when it comes to deciding on the best creative approach to select for their advertising campaigns. Besides, this study paves the way to the development of future research on the issue of advertising appeals and its relationship with the psychographic characteristics of consumers.

PoS-tagging the Web in Portuguese. National varieties, text typologies and spelling systems

The great amount of text produced every day in the Web turned it as one of the main sources for obtaining linguistic corpora, that are further analyzed with Natural Language Processing techniques. On a global scale, languages such as Portuguese - official in 9 countries - appear on the Web in several varieties, with lexical, morphological and syntactic (among others) differences. Besides, a unified spelling system for Portuguese has been recently approved, and its implementation process has already started in some countries. However, it will last several years, so different varieties and spelling systems coexist. Since PoS-taggers for Portuguese are specifically built for a particular variety, this work analyzes different training corpora and lexica combinations aimed at building a model with high-precision annotation in several varieties and spelling systems of this language. Moreover, this paper presents different dictionaries of the new orthography (Spelling Agreement) as well as a new freely available testing corpus, containing different varieties and textual typologies.

Fashion opinion leadership, innovativeness and attitude toward advertising among Portuguese consumers

In the context of the fashion market, this study aims to analyze opinion leadership and, specifically, to verify the correlation that may exist between opinion leadership, fashion innovativeness and attitude towards fashion advertising. It is also intended to identify two different consumer groups: opinion leaders and fashion followers based on “opinion leadership” construct. Data collection was done through a self-administered questionnaire with a convenience sample of 203 graduate and postgraduate students of two universities of Porto, the second major city of Portugal. Results show a positive correlation between fashion innovativeness, fashion opinion leadership, and attitude towards fashion advertising. It was possible to identify two groups of consumers: fashion influencers, who exhibit a moderate sense of innovativeness and a positive attitude towards fashion advertising; and fashion followers who don’t consider themselves neither innovators nor opinion leaders, but have a moderate positive attitude towards fashion advertising.

Embracing english as a lingua franca : learning from portuguese users of english in higher education

Tese de doutoramento, Linguística (Linguística Aplicada), Universidade de Lisboa, Faculdade de Letras, 2016

Narratives and counter-narratives on "marriage of convenience" : conjugality and (il)legality in portuguese migration policies and in couples’ experiences

Tese de doutoramento, Sociologia (Sociologia da Família, Juventude e das Relações do Género), Universidade de Lisboa, Instituto de Ciências Sociais, 2016

Salema, Sarpa salsa (Linnaeus 1758) : stock structure in the eastern atlantic and biological characterizatin off the portuguese coast

Tese de doutoramento, Biologia (Biologia Marinha e Aquacultura), Universidade de Lisboa, Faculdade de Ciências, 2016

Portuguese Democratisation 40 Years on: Its Meaning and Enduring Legacies

On the fortieth anniversary of the Carnation Revolution, it is pertinent to ask how Portuguese citizens understand their transition to democracy. In this article, some of the main findings concerning the meanings and legacies of 25 April 1974 are presented, drawing on the findings of two surveys focusing on Portuguese attitudes towards 25 April and fielded in 2004 and 2014, respectively, to a representative sample of the Portuguese population. Here we focus on the degree to which the transition is viewed positively and its social and economic legacies. In the final sections, the main findings of the articles in this special issue are discussed through a presentation of the main questions they answer and the new ones they raise.

Bringing the Past Back in: How Attitudes towards the Democratic Transition Influence the Portuguese Voter

This article analyses the way in which attitudes towards the transition to democracy explain party identification and ideology in Portugal. This question is important because the transition to democracy in Portugal was a turbulent process marked by a rupture with the past and institutional fluidity. It has also conditioned the main political parties’ relationships with the electorate and each other since 1974. I compare the same explanatory model results from two surveys, conducted in 2004 and 2014, respectively, to understand the extent to which perceptions about the transition help characterise the Portuguese voter over the last decade.

Aristotelian predicables, universality and realism: the logic of comparison in topics as denying the view that Aristotle was a realist

Aristotle is reportedly held to have been a Moderate Realist in that he would maintain that a concept derives from an act of grasping a mind-independent universal object that exists somehow inside of the many different things which the concept is predicated of. As far as a universal is independent of mind, it would stand for the proper object of a concept that subsumes a given number of things as its own instantiations. But we claim that Aristotle rejected such a view and instead did perceive and comprehend universality as a feature of thought rather than as a feature of reality in its own right. As showed in the chapters of Topics regarding the so-called logic of comparison (with the support of Albert the Great’s commentary), each predicate can be more or less consistent with the attribute of the subject of which it may be predicated. Both essential and accidental attributes assume a definite degree of being related to the degree of belonging to substance. Unlike particular things, the universality of a concept is to be understood always in comparison with another concept according to a hierarchy of predicates in terms of universality degree arranged by comparative terms such as ‘more’, ‘less’, and ‘likewise’. What is really mind-independent are the truth conditions which make a universal true when exclusively referring to a set of things identically meant by the same predicate whose universality is given by the place occupied in the hierarchy of predicates.

Characterization of adverse drug reactions with neuropsychiatric clinical manifestations reported spontaneously to the portuguese pharmacovigilance system in the greater Lisbon area

Trabalho Final do Curso de Mestrado Integrado em Medicina, Faculdade de Medicina, Universidade de Lisboa, 2014

The Portuguese Version of the Placental Paradigm Questionnaire at the Third Trimester of Pregnancy

The purpose of this article is to present the adaptation and factorial validation of the Placental Paradigm Questionnaire (PPQ) for the Portuguese population. Method: The original PPQ was translated into Portuguese (designated as ‘Questionário do Paradigma Placentário’, QPP) and then back-translated into English; the Portuguese and the back-translated versions were evaluated by a panel of experts. The participants were 189 pregnant Portuguese women, interviewed twice while waiting for sonogram examinations. At first, between 20 and 24 weeks of gestation, an Informed Consent was obtained as well as sociodemographic information. Between 28 and 36 weeks of gestation, participants answered the QPP. Results: The principal components analysis showed items to load mainly on two factors: in factor one, loads ranged between .778 and .522, while in factor 2, loads ranged between .658 and .421. Accordingly, two subscales of prenatal maternal orientation to motherhood were considered: (1) Facilitator Factor (α = .815) and Regulator Factor (α = .770). Conclusion: Overall, these data suggest that the Portuguese version of the QPP is a reliable and valid measure for the assessment of prenatal orientation for motherhood. In the future, QPP measurements will allow to relate maternal orientation to motherhood with other variables of psychic organisation in pregnancy and after birth.