Emocions i publicitat. El lligam emocional entre l'emissor i el receptor de la publicitat

Aquesta tesi analitza i posa en relació, des d'un punt de vista teòric, la funció del sistema emocional humà y els processos de la comunicació publicitària. I busca en l'estètica i l'art, i més concretament en la pintura, els recursos expressius que permeten establir un lligam emocional amb el receptor de la publicitat.

Reading hybrid texts : remarks on text/image transitions

The reading of printed materials implies the visual processing of information originated in two distinct semiotic systems. The rapid identification of redundancy, complementation or contradiction rhetoric strategies between the two information types may be crucial for an adequate interpretation of bimodal materials. Hybrid texts (verbal and visual) are particular instances of bimodal materials, where the redundant information is often neglected while the complementary and the contradictory ones are essential.Studies using the 504 ASL eye-tracking system while reading either additive or exhibiting captions (Baptista, 2009) revealed fixations on the verbal material and transitions between the written and the pictorial in a much higher number and duration than the initially foreseen as necessary to read the verbal text. We therefore hypothesized that confirmation strategies of the written information are taking place, by using information available in the other semiotic system.Such eye-gaze patterns obtained from denotative texts and pictures seem to contradict some of the scarce existing data on visual processing of texts and images, namely cartoons (Carroll, Young and Guertain, 1992), descriptive captions (Hegarty, 1992 a and b), and advertising images with descriptive and explanatory texts (cf. Rayner and Rotello, 2001, who refer to a previous reading of the whole text before looking at the image, or even Rayner, Miller and Rotello, 2008 who refer to an earlier and longer look at the picture) and seem to consolidate findings of Radach et al. (2003) on systematic transitions between text and image.By framing interest areas in the printed pictorial material of non redundant hybrid texts, we have identified the specific areas where transitions take place after fixations in the verbal text. The way those transitions are processed brings a new interest to further research.

Eye tracking data representation and visualization : on information and communication studies at CETAC.MEDIA

Eye tracking has become a preponderant technique in the evaluation of user interaction and behaviour with study objects in defined contexts. Common eye tracking related data representation techniques offer valuable input regarding user interaction and eye gaze behaviour, namely through fixations and saccades measurement. However, these and other techniques may be insufficient for the representation of acquired data in specific studies, namely because of the complexity of the study object being analysed. This paper intends to contribute with a summary of data representation and information visualization techniques used in data analysis within different contexts (advertising, websites, television news and video games). Additionally, several methodological approaches are presented in this paper, which resulted from several studies developed and under development at CETAC.MEDIA - Communication Sciences and Technologies Research Centre. In the studies described, traditional data representation techniques were insufficient. As a result, new approaches were necessary and therefore, new forms of representing data, based on common techniques were developed with the objective of improving communication and information strategies. In each of these studies, a brief summary of the contribution to their respective area will be presented, as well as the data representation techniques used and some of the acquired results.

A imprensa e a farmácia : publicidade e medicamentos no século XIX

A influência da Publicidade na sociedade do século XIX foi notória. Utilizando a Imprensa como veículo de eleição, a Publicidade disseminou ideias, cultura, hábitos, elegância e bom gosto. Mas mais importante do que isso, a Publicidade gerou mercados, aumentou a demanda, intensificou a produção e reduziu preços. O desenvolvimento tecnológico adveio da Revolução Industrial permitiu tornar as técnicas publicitárias mais atractivas ao observador e futuro consumidor. A utilização de figuras, inicialmente a preto e branco e posteriormente a cores, foi um excelente exemplo disso. Os anúncios publicitários a medicamentos, alguns deles de fórmula secreta, foram uma prática comum no século XIX. E dessa forma, seduzidos pelo sucesso que esses anúncios tinham na população, os charlatães rapidamente tomaram consciência de que podiam lucrar bastante com as suas fórmulas “milagrosas”. O sector farmacêutico viu, de forma indirecta, a Publicidade transformar o sector, visto que foi através da industrialização da produção dos remédios secretos que se obteve as especialidades farmacêuticas.

A influência da publicidade na obesidade infantil

A obesidade infantil apresenta-se como uma epidemia que afeta milhares de crianças em todo o Mundo, e a publicidade tem sido apontada por inúmeros autores como sendo a principal causa por este problema global. Ao longo deste estudo, tivemos como objetivo analisar se existe algum efeito da publicidade na obesidade infantil, tendo em conta o estímulo ao consumo de grande variedade de alimentos com alta intensidade calórica, por via das estratégias de marketing. Para enquadrar este estudo, procuramos identificar o papel da publicidade na vida das crianças, nas atividades desenvolvidas nos tempos livres, a influência do estilo de vida nas atividades físicas, e por fim tentar perceber o papel que a publicidade, os tempos livres e o estilo de vida têm na obesidade infantil. A investigação apresenta-se como um estudo de caso exploratório qualitativo, onde foram utilizadas entrevistas estruturadas e não estruturadas individuais, bem como de grupo utilizando a técnica de Focus Grupo num infantário privado no concelho de Cascais. A amostra analisada contou com 12 crianças com idades compreendidas entre os 2 anos e os 5 anos, 10 encarregados de educação, entre eles 3 homens e 7 mulheres com idades compreendidas entre os 27 anos e os 45 anos. Foram incluídas ainda na amostra uma educadora de infância e a directora do infantário, o que permitiu estabelecer uma relação entre as diversas variáveis em estudo. Desta forma, foi possível chegar a resultados que nos indicaram em primeiro lugar, que as crianças nesta faixa etária estão expostas a um número muito elevado de mensagens publicitárias, e que a publicidade já faz parte integrante da sua vida. Percebemos ainda que alguns pais tentam controlar o número de horas de exposição à publicidade, na televisão, bem como os canais visualizados pelos filhos. No entanto não o conseguem, por eles estarem em contato com a publicidade através dos mais variados meios. Verificou-se deste modo que as crianças já conhecem muitas marcas, embalagens e as respectivas mascotes e que por isso solicitam a sua compra. A embalagem reforçou neste estudo a sua importância, uma vez que se apresenta em alguns casos como a grande atração no ponto de venda independentemente do tipo de produto. Relativamente aos tempos livres, existe um padrão de comportamentos onde as crianças praticam mais actividades no verão e aos fins-de-semana devido à disponibilidade dos pais, sendo que no restante período o sedentarismo é muito grande e que a exposição à televisão é muito acentuada. Os factores económicos, sociais e tecnológicos apresentam-se como os principais influenciadores relativamente ao estilo de vida. Como conclusão, consideramos que a obesidade nas crianças é multifacetada e que a publicidade não é o seu principal influenciador, é apenas mais um factor que poderá agravar a situação de muitas crianças quando não têm o devido acompanhamento familiar.

Influencia de la combinación de marketing digital y marketing tradicional en el comportamiento de las ventas empresariales. Caso: música digital Universal Music Ecuador

Las ventas del formato físico de música se han reducido en Ecuador por falta de control de la piratería y elevados precios de venta al público, provocando la reducción de tiendas discos y el fortalecimiento de la ilegalidad. El lanzamiento de tiendas digitales legales de música en el país representa una oportunidad para las compañías discográficas de impulsar el consumo de música digital, destacando iTunes como la plataforma de mayor difusión y penetración, frente a la cual ninguna compañía ha desarrollado una estrategia. Universal Music es la compañía discográfica número uno en el mundo, y en Ecuador la única con operaciones propias, para la que se propone una estrategia mixta de marketing tradicional y digital, siguiendo una estrategia genérica de enfoque, actual en la empresa, orientada al segmento joven y joven – adulto y estrategias específicas de: penetración de mercado a través del diseño de un plan de comunicación de medios online y offline que promueva la venta del producto digital de la empresa en iTunes e incremente su participación en el mercado musical digital del país, y una estrategia específica de diversificación concéntrica proponiendo la música digital como nuevo formato de calidad, variedad y bajo costo para un mercado que opta por la piratería ante la falta de opciones. El plan de acción considera estrategias y herramientas obtenidas el análisis de las 4 P tradicionales y las 4 nuevas P, desde un enfoque online y offline de product e- marketing, e-promotion, e- communication, e-advertising, ecommerce. La implementación de la estrategia contempla la aplicación del plan mixto de medios propuesto para el nuevo disco del cantante Juanes “Loco de Amor”, con énfasis en la campaña de medios online.

ARCOM construction management abstracts 1983-1998

The purpose of this document is to provide a single source of reference for every paper published in the journals directly related to research in Construction Management. It is indexed by author and keyword and contains the titles, authors, abstracts and keywords of every article from the following journals: • Building Research and Information (BRI) • Construction Management and Economics (CME) • Engineering, Construction and Architectural Management (ECAM) • Journal of Construction Procurement (JCP) • RICS Research Papers (RICS) The index entries give short forms of the bibliographical citations, rather than page numbers, to enable annual updates to the abstracts. Each annual update will carry cumulative indexes, so that only one index needs to be consulted.

Construction management abstracts : cumulative abstracts and indexes of journals in construction management, 1983-2000

The purpose of this document is to provide a single source of reference for every paper published in the journals directly related to research in Construction Management. It is indexed by author and keyword and contains the titles, authors, abstracts and keywords of every article from the following journals: • Building Research and Information (BRI) • Construction Management and Economics (CME) • Engineering, Construction and Architectural Management (ECAM) • Journal of Construction Procurement (JCP) • Journal of Construction Research (JCR) • Journal of Financial Management in Property and Construction (JFM) • RICS Research Papers (RICS) The index entries give short forms of the bibliographical citations, rather than page numbers, to enable annual updates to the abstracts. Each annual update will carry cumulative indexes, so that only one index needs to be consulted.

ARCOM construction management abstracts : cumulative abstracts and indexes of journals in construction management, 1999 update

The purpose of this document is to provide a single source of reference for every paper published in the journals directly related to research in Construction Management. This volume brings together articles published during 1999. It is indexed by author and keyword and contains the titles, authors, abstracts and keywords of every article from the following journals: • Building Research and Information (BRI) • Construction Management and Economics (CME) • Engineering, Construction and Architectural Management (ECAM) • Journal of Construction Procurement (JCP) • RICS Research Papers (RICS) The index entries give short forms of the bibliographical citations, rather than page numbers, to enable rapid reference to articles. A cumulative volume is available from the editor. Included in this volume is an appendix listing a wide range of journals associated with construction management research, giving details of frequency, editorial addresses and web sites, as well as whether each journal is international and/or refereed.

Design considerations for the multiband OFDM physical layer in consumer electronic products

The creation of Wireless Personal Area Networks (WPANs) offers the Consumer Electronics industry a mechanism to truly unwire consumer products, leading to portability and ease of installation as never seen before. WPAN's can offer data-rates exceeding those that are required to convey high quality broadcast video, thus users can easily connect to high quality video for multimedia presentations in education, libraries, advertising, or have a wireless connection at home. There have been many WPAN proposals, but this paper concentrates on ECMA-368 as this standard has the largest industrial and implementers' forum backing. This paper discusses the technology behind ECMA-368, the required numerical bandwidth, buffer memory requirements and implementation considerations while concentrating on supporting all the offered data-rates'.

Semantic-driven context-aware visual information indexing and retrieval: applied in the film post-production domain

A large volume of visual content is inaccessible until effective and efficient indexing and retrieval of such data is achieved. In this paper, we introduce the DREAM system, which is a knowledge-assisted semantic-driven context-aware visual information retrieval system applied in the film post production domain. We mainly focus on the automatic labelling and topic map related aspects of the framework. The use of the context- related collateral knowledge, represented by a novel probabilistic based visual keyword co-occurrence matrix, had been proven effective via the experiments conducted during system evaluation. The automatically generated semantic labels were fed into the Topic Map Engine which can automatically construct ontological networks using Topic Maps technology, which dramatically enhances the indexing and retrieval performance of the system towards an even higher semantic level.

Design issues toward a cost effective physical layer for multiband OFDM (ECMA-368) in consumer products

The creation of Wireless Personal Area Networks (WPANs) offers the Consumer Electronics industry a mechanism to truly unwire consumer products, leading to portability and ease of installation as never seen before. WPAN's can offer data-rates exceeding those that are required to convey high quality broadcast video, thus users can easily connect to high quality video for multimedia presentations in education, libraries, advertising, or have a wireless connection at home. There have been many WPAN proposals, but this paper concentrates on ECMA-368 as this standard has the largest industrial and implementers' forum backing. With the aim to effective consumer electronic define and create cost equipment this paper discusses the technology behind ECMA-368 physical layer, the design freedom availabilities, the required processing, buffer memory requirements and implementation considerations while concentrating on supporting all the offered data-rates(1).

A blueprint for affective computing: A sourcebook

A Blueprint for Affective Computing: A sourcebook and manual is the very first attempt to ground affective computing within the disciplines of psychology, affective neuroscience, and philosophy. This book illustrates the contributions of each of these disciplines to the development of the ever-growing field of affective computing. In addition, it demonstrates practical examples of cross-fertilization between disciplines in order to highlight the need for integration of computer science, engineering and the affective sciences.

Television and the popular: viewing from the British perspective

The academic discipline of television studies has been constituted by the claim that television is worth studying because it is popular. Yet this claim has also entailed a need to defend the subject against the triviality that is associated with the television medium because of its very popularity. This article analyses the many attempts in the later twentieth and twenty-first centuries to constitute critical discourses about television as a popular medium. It focuses on how the theoretical currents of Television Studies emerged and changed in the UK, where a disciplinary identity for the subject was founded by borrowing from related disciplines, yet argued for the specificity of the medium as an object of criticism. Eschewing technological determinism, moral pathologization and sterile debates about television's supposed effects, UK writers such as Raymond Williams addressed television as an aspect of culture. Television theory in Britain has been part of, and also separate from, the disciplinary fields of media theory, literary theory and film theory. It has focused its attention on institutions, audio-visual texts, genres, authors and viewers according to the ways that research problems and theoretical inadequacies have emerged over time. But a consistent feature has been the problem of moving from a descriptive discourse to an analytical and evaluative one, and from studies of specific texts, moments and locations of television to larger theories. By discussing some historically significant critical work about television, the article considers how academic work has constructed relationships between the different kinds of objects of study. The article argues that a fundamental tension between descriptive and politically activist discourses has confused academic writing about ›the popular‹. Television study in Britain arose not to supply graduate professionals to the television industry, nor to perfect the instrumental techniques of allied sectors such as advertising and marketing, but to analyse and critique the medium's aesthetic forms and to evaluate its role in culture. Since television cannot be made by ›the people‹, the empowerment that discourses of television theory and analysis aimed for was focused on disseminating the tools for critique. Recent developments in factual entertainment television (in Britain and elsewhere) have greatly increased the visibility of ›the people‹ in programmes, notably in docusoaps, game shows and other participative formats. This has led to renewed debates about whether such ›popular‹ programmes appropriately represent ›the people‹ and how factual entertainment that is often despised relates to genres hitherto considered to be of high quality, such as scripted drama and socially-engaged documentary television. A further aspect of this problem of evaluation is how television globalisation has been addressed, and the example that the issue has crystallised around most is the reality TV contest Big Brother. Television theory has been largely based on studying the texts, institutions and audiences of television in the Anglophone world, and thus in specific geographical contexts. The transnational contexts of popular television have been addressed as spaces of contestation, for example between Americanisation and national or regional identities. Commentators have been ambivalent about whether the discipline's role is to celebrate or critique television, and whether to do so within a national, regional or global context. In the discourses of the television industry, ›popular television‹ is a quantitative and comparative measure, and because of the overlap between the programming with the largest audiences and the scheduling of established programme types at the times of day when the largest audiences are available, it has a strong relationship with genre. The measurement of audiences and the design of schedules are carried out in predominantly national contexts, but the article refers to programmes like Big Brother that have been broadcast transnationally, and programmes that have been extensively exported, to consider in what ways they too might be called popular. Strands of work in television studies have at different times attempted to diagnose what is at stake in the most popular programme types, such as reality TV, situation comedy and drama series. This has centred on questions of how aesthetic quality might be discriminated in television programmes, and how quality relates to popularity. The interaction of the designations ›popular‹ and ›quality‹ is exemplified in the ways that critical discourse has addressed US drama series that have been widely exported around the world, and the article shows how the two critical terms are both distinct and interrelated. In this context and in the article as a whole, the aim is not to arrive at a definitive meaning for ›the popular‹ inasmuch as it designates programmes or indeed the medium of television itself. Instead the aim is to show how, in historically and geographically contingent ways, these terms and ideas have been dynamically adopted and contested in order to address a multiple and changing object of analysis.