Agents et modèles de l'adaptation publicitaire en agence de communication marketing

L’industrie de la publicité doit se renouveler sans cesse pour suivre la réalité en constante évolution des entreprises et de leurs consommateurs, afin de produire des messages qui toucheront, séduiront, puis convaincront les publics visés. Différents facteurs socioéconomiques, politiques mais également technologiques incitent les annonceurs à orchestrer de vastes campagnes multilingues et multiculturelles, où est présentée une idée unique, conforme à l’identité de la marque, qui sera adaptée dans différents marchés. Il s’agit d’une stratégie très différente de celle de la création de campagnes propres à chaque culture, par des agences locales. Le choix de l’adaptation, motivé par des raisons économiques bien sûr, mais également stratégiques, entraîne une évolution de la perception de l’acte traduisant et de ses acteurs au sein du milieu du marketing et de la publicité. Alors que nous assistons à un rapprochement des industries du marketing et de la traduction, principalement dans les marchés secondaires comme le Québec, ce projet doctoral propose une réflexion traductologique sur la place que peut occuper l’adaptation dans une stratégie en publicité marketing, et sur les différentes fonctions que peut remplir un traducteur intégré à une équipe de spécialistes de la communication. Par ailleurs, de la réception du mandat d’adaptation à l’agence de marketing jusqu’à la diffusion du message dans la culture cible, nous explorons dans notre travail les différentes avenues que peut prendre le processus d’adaptation publicitaire. Cette thèse par articles comprend six publications en traductologie, publiées ou acceptées par des comités scientifiques, qui étudient la question de l’adaptation publicitaire sous un angle traductologique, mais ce travail multidisciplinaire s’inspire aussi des contributions des experts des études sur l’adaptation, la culture ainsi que la communication publicitaire. D’abord, le premier chapitre définit les notions de traduction, d’adaptation et d’appropriation auxquelles nous référerons tout au long de la thèse, et les situe dans le contexte de la communication promotionnelle internationale, notamment. Le deuxième chapitre dresse un portrait pratique et théorique de l’adaptation publicitaire, et porte sur les relations de travail entre le traducteur et les autres professionnels de l’agence. Nous y énumérons notamment les raisons de la progression du marché mondial de l’adaptation, comparativement à celui des multiples créations locales. Ensuite, le chapitre 3 définit les défis variés de l’adaptation publicitaire, et en présente une classification inspirée par la taxonomie de la théorie fonctionnaliste en traductologie, formée de quatre problèmes et deux difficultés traductionnels. Le chapitre 4 présente une réflexion sur les mécanismes intellectuels de l’adaptation publicitaire et sur les différentes lectures que le traducteur doit faire du texte source pour produire un message efficace, respectivement la lecture analytique (rationnelle et raisonnée), puis la lecture empathique, où il anticipe la réaction émotive des cibles. Le cinquième chapitre se concentre sur un aspect de la traduction audiovisuelle presque exclusive à l’industrie publicitaire : la double version, où le traducteur traduit non pas des dialogues apposés à l’image originale, mais plutôt le scénario dans son entièreté, afin de produire un nouveau message vidéo avec des acteurs appartenant à la culture cible. Enfin, notre sixième chapitre est une étude de cas menée en agence de publicité, qui analyse la pratique professionnelle de traducteurs dans leur environnement de travail, les mandats qui leur sont confiés ainsi que les ressources dont ils disposent. Ensemble, ces six chapitres visent à mieux faire connaître la démarche intellectuelle de l’adaptation publicitaire, à comprendre comment différents facteurs influencent le rôle du traducteur au sein d’une agence, à déterminer comment mieux préparer les professionnels de demain à exceller dans le marché très prometteur du marketing international, et à contribuer à l’avancement de la réflexion traductologique par l’étude d’un type de traduction spécialisée qui se démarque par ses pratiques et ses défis aussi intéressants qu’uniques.

Bicycle Touring Infrastructure: An Architectural Proposal for Sustainable Bicycle Tourism

Thesis (Master's)--University of Washington, 2016-06

Educational Systems for Maximizing Learning Online and in the Classroom

Thesis (Ph.D.)--University of Washington, 2016-06

The patrol officers and Tom Kabu: power and prestige in the Purari Delta

In 1946, Tom Kabu returned to the Gulf of Papua determined to reinvent the communities of the Purari Delta. A man of quiet determination, in the first few years he and his followers resisted the assistance of the Australian Administration in Palma and New Guinea. Kabu's popularity in the villages of the Purari, coupled with his independent stance, caused resentment within the local expatriate community. The field staff working for the Department of District Services and Native Affairs especially felt threatened by Kabu's influence and sought to regain government control by opposing his ventures. Through the study of patrol reports written by these officers, this paper seeks to examine the reasons for this resentment and the methods employed by the officers to crush Kabu's company.

Religião cristã e ciência moderna: uma análise comparativa dos discursos nas obras Os fundamentos, organizada por A. R. Torrey, e Religião e ciência de Bertrand Russell

Religião e ciência submetidas à Análise do Discurso Crítica. O fundamentalismo protestante a partir da obra Os fundamentos e a ciência moderna sob a perspectiva da obra de Bertrand Russell Religião e ciência, ambas as obras submetidas a uma análise crítica de seus discursos a partir da concepção faircloughiana para assim delinear seus textos, discursos, intenções e práticas sociais. O advento da modernidade, ao influenciar os diversos segmentos da sociedade e alterar a maneira de o indivíduo se relacionar com Deus, com a natureza e com seu semelhante, consequentemente, também alterou algumas percepções religiosas existentes até a Idade Média. A modernidade se destaca ao propiciar à humanidade outras possibilidades para lidar com seus problemas cotidianos e questões existenciais. Recorrer às técnicas científicas para solucionar problemas da natureza, melhorar a produção agrícola, curar doenças, ou até mesmo prever catástrofes naturais abriu precedente para que o homo religiosus ampliasse seus horizontes rumo ao moderno e questionasse a importância da vida religiosa como apresentada até então. O sagrado e o profano entram em debate acirrado. Enquanto a era da razão conquista seu espaço por meio do racionalismo, o mundo religioso se esforça para se reinventar e enfrentar um novo mundo com suas ideologias atraentes. Religião e ciência se aferram a seus espaços para delinearem seus limites, mas sempre contemplando e considerando um magistério em comum: a ciência moderna.

TÁTICAS DE PROFESSORES: UMA REFLEXÃO SOBRE O CENÁRIO AVALIATIVO NO REGIME DE PROGRESSÃO CONTINUADA.

Este estudo qualitativo foi elaborado por meio de pesquisa bibliográfica de estudiosos do tema da avaliação do rendimento de alunos, como Luckesi (2005), Hoffmann (2003), Paro (2003), Hadji (1994) e Figari (1996), e de pesquisa de campo, com o objetivo de investigar como está ocorrendo a avaliação do ensino fundamental da rede pública paulista, na vigência do regime de progressão continuada. Considerando que os fundamentos da prática avaliativa distam quase sempre dos apregoados pela política educacional instituída e com o propósito de verificar se isto está ocorrendo com a política de progressão continuada, participei, durante um ano letivo, das atividades educacionais de uma escola pública da periferia da Grande São Paulo, observando, colhendo depoimentos e anotando cuidadosamente tudo o que vivenciei nesse período. Para empreender uma leitura dos dados coletados, busquei também o apoio no construto teórico de Michel de Certeau, para quem aos "produtos impostos" códigos, leis, políticas culturais, etc. rigorosamente organizados de forma a atribuir um lugar, um papel ao homem ordinário, contrapõem-se práticas construídas no processo de apropriação desses produtos. Por meio de suas "artes de fazer", os usuários reinventam o cotidiano. Utilizando-se de "táticas astuciosas", o usuário da cultura reapropria-se dos espaços, altera-lhes os códigos e deles faz uso "a seu jeito". Nesta pesquisa, que enfoca as relações dos protagonistas de processos avaliativos escolares, confirmam-se os postulados de Certeau, que não conferem ao consumidor da política um lugar passivo. Como já foi caracterizado por este instigante pensador, o usuário da política (o instituinte), enquanto portador de astúcias, move-se no campo espacial do outro (o instituído) e, taticamente, fazendo uso de práticas não previstas, escreve uma "outra história". O principal objetivo deste trabalho foi contribuir com reflexões que mostrem a importância de se analisar as tensões geradas por políticas educacionais impostas, desprovidas de sentido para aqueles que não participam de sua elaboração, o que tem provocado movimentos táticos de seus usuários, neste caso, os docentes, os quais, sem as condições objetivas necessárias para promover a política instituída, enunciada no discurso, utilizam-se do seu potencial instituinte de transformação, escrevendo uma "outra história".

OS PROCESSOS RESTAURATIVOS EM CONFLITOS ESCOLARES

A escola é uma instituição inserida na sociedade e, portanto reflete seus sintomas, dentre eles a violência, que de maneira geral vem sendo institucionalizada, sendo percebida como algo natural e imutável, e a maneira com a qual ela vem sendo tratada pela escola apenas a perpetua. Comumente a resolução dos conflitos perpassa por uma noção de justiça vinculada à punição e a obediência, havendo sempre uma relação proporcional ou não, entre o ato e sua sanção, sendo o enfoque no crime, ou seja, a justiça retributiva. A proposta de justiça restaurativa, diferentemente, visa exatamente o oposto, pois se fixa não no castigo e na vingança, mas na restauração das relações e na valorização de todos os envolvidos, por meio dos círculos restaurativos. Estes inserem o facilitador e os participantes. Inicialmente é feita uma apresentação do funcionamento do círculo. Afinal esse modo de organização é envolto de uma aura sagrada, em que todos se preparam para a restituição, pois se deve estar disposto a reconciliar-se. Nos círculos pode-se ouvir e falar por meio do bastão da fala que circula, quem está em seu poder conta sua versão da história sem estigmas de vítimas ou ofensores, ao recontar e ao ouvir o posicionamento do outro, há o estabelecimento de novos vínculos. A partir desta formação os sujeitos podem buscar soluções consensuais a fim de restabelecer as relações, sanar as necessidades individuais e eliminar as disputas conflituosas. A ênfase na responsabilização dos sujeitos em uma sociedade que delega responsabilidades promoveu na pesquisa a necessidade da discussão dos conceitos de culpa e vergonha como agentes reparadores. Tem-se por objetivo relatar experiências analisando o uso de processos restaurativos na promoção da resolução dos conflitos escolares. O estudo consta de uma amostra de quatro casos envolvendo adolescentes em conflitos escolares, que foram analisados qualitativamente, considerando as subjetividades envolvidas nos relatos. Assim, este trabalho mostra que o uso de práticas restaurativas no trato dos conflitos escolares, é uma possibilidade de intervenção que atua na melhora do ambiente e da convivência escolar, promovendo aprendizagens e troca de saberes, valorizando a tolerância ao diferente e a possibilidade de escuta, compreendendo o conflito de maneira positiva, abdicando condutas punitivas, mas principalmente restaurando relações. ões. Neste trabalho foi possível entender que a violência esta institucionalizada, naturalizada e reproduzida na escola, e que rompe essa cadeia ao compreender as causas da violência escolar, promovendo a substituição da violência pelo diálogo e por outras tantas outras respostas possíveis. Entender o conflito como inerente aos relacionamentos e o abordar como possibilidade de aprendizagem, os manejando sob a ótica da justiça restaurativa, promove uma rede multiplicadora de paz, em que os alunos disseminam às suas famílias e comunidade estes novos olhares. Reparar, restituir, reintegrar, restabelecer, recuperar, reconstituir, restaurar. A beleza dessa ideia, desse novo paradigma do qual essa pesquisa se apropria é a capacidade humana de se refazer, de se reinventar. Compreender a oportunidade de reiniciar, satisfazendo necessidades e compensando perdas, é validar a própria humanidade.

Public libraries, citizens and the post democracy

This essay explores the relationship between the development of public libraries in the context of an increasingly market-dominated economy and marketised society. It argues that although neo-liberalism as a policy goal and practice has taken different forms over time, there are common themes in terms of its emphasis on market values, privatisation, and the support of measures that reduce the role of public funding and the state in the provision of public services. This has led some commentators to express concerns that the meaning and practice of citizenship and democracy is being transformed, managed or otherwise diminished. These concerns are compounded by changes effected by new digital technology. Imbricated with this issue are debates surrounding the future of the public library, and attempts by librarians and others to reinvent and reimagine its purpose. With reference to some innovative initiatives in the USA and Scandinavia, it is suggested that public libraries, through their service and spatial rearticulation, can conceivably help strengthen and revitalise public democracy and the public sphere.

Challenges the finance profession has been facing following the 2008-2009. A multi-country research

In the successful strategic management of the modern companies each function plays their specific role. While today’s businesses in many ways are different from their ancestors, the key fundamentals are derived from the same roots. Their main purpose of existence is to serve the needs of their shareholders and stakeholders by creating value (Pike et al., 1993). To achieve this effectively and efficiently the various functions need to work in close cooperation with each other. The global crisis, starting in 2008, proved that volatility is higher for the financial markets and the ordinary businesses that have been anticipated before. As the recession started as a financial crisis many people started to blame – amongst others – banks and financial institutions for excessive risk taking and taking short profits ahead of long term sustainable growth. Accordingly the lost confidence in the financial institutions has taken a toll on the reputation of other Finance professionals such as accountants, book keepers, treasury, tax people and others. The finance function’s strategic importance is linked to its ability to help interpreting the business performance and provide transparency. In order to restore the trust the finance profession is now facing one of the biggest challenges of its history, the need to reinvent itself. This paper presents the findings of a recent international research conducted in the United Kingdom, France, Hungary and Poland interviewing 169 executives of the business sector plus the review of 237 job descriptions of finance professionals in order to understand the challenges of the modern finance function. The findings of the study could provide relevant answers and help to overcome a very current problem that Finance is facing today, how to rebuild reputation and to stay a trusted partner and enabler for long term business strategy.

Regulating Casino Gaming: A Checklist for States Considering It

In his essay - Regulating Casino Gaming: A Checklist for States Considering It – by Leonard E. Goodall, Professor of Management and Public Administration, College of Business and Econornics, University of Nevada, Las Vegas, Professor Goodall initially states: “Since various states are likely to continue to debate the issue of the establishment of legal casinos, and since states considering legal casinos must also decide how best to regulate them, the author discusses the similarities and contrasts in the regulatory systems already in operation.” Certainly not all states have solicited casino gaming, or what people generally refer to as gambling, but many have and the list is growing. If casinos are to be, and indications are that many more states will endorse gaming as a source of revenue, then regulating them must follow as a matter of due course says the author. Keep in mind this essay was written in 1988, and the actuality of casino gaming has indeed come to fruition in many states. “Nevada, having legalized casino gaming in 1931, has over a half-century of experience with the regulatory process,” Professor Goodall informs. “When New Jersey approved the establishment of casinos in Atlantic City in 1976, state officials studied the Nevada system carefully and adopted many of Nevada's procedures.” Professor Goodall bullet-points at least 7 key elements that states wanting to pursue gaming should, or in the cases of Nevada and New Jersey, have already addressed in regard to regulation of the industry. Goodall parses, in more detail, those essentials. The ultimate form of regulation is ownership Goodall says. Either state run, or private are the logical options. “The arguments for private ownership have been both pragmatic and political,” Goodall says. “Legislators, like the general public, are skeptical of the ability of state bureaucracies to run big businesses in an efficient manner. Many of them also believe regulation can be more effective if there is at least an arm's-length distance between regulation and ownership,” the professor opines. Additionally important to consider is the purpose of legalization, says Goodall. Are the proceeds earmarked for general funds, or to be used specifically? Geographic considerations are key, Goodall points out. “This decision will depend partly on a state's reasons for having casinos in the first place,” he expands. “New Jersey's policy, for example, is obviously consistent with its goal of using casinos to reinvigorate Atlantic City.” “In both states, one of the most important functions of the regulatory agencies is that of licensing, the process of investigating individuals or organizations and then authorizing them to participate in the gaming business,” Goodall provides. In closing, Goodall says there is no need for ensuing states to reinvent the wheel when it comes to casino gaming regulation. Nevada and New Jersey already provide two good designs from which to emulate and/or build upon.

Planejando com lean construction: diretrizes para implementação da construção enxuta em obras

Nowadays lives up in an era of tight credit caused by the global financial crisis, as occurred in the past, it is the responsibility of various sectors and segments of society find ways to reinvent itself. In this context, Lean Construction presents itself as a strong alternative production management for companies in the construction segment. Arising out of lean thinking that originated in Japan in the postwar period and has spread around the world in times of extreme scarcity with the oil crisis. In practice the Lean Construction is a philosophy that seeks to improve the process of production management, maximizing the value of the flow from the customer's perspective through the elimination of losses. And thrives in environments and cultures that consider the scarcity of resources like something natural, applying both the macroeconomic crisis as in times of prosperity. The Planning and Production Control - PCP presents itself as a fundamental building block for companies to protect themselves in the face of economic fluctuations, seeking for their survival and success in the competitive market. Motivated by the lack of discussion of the topic in the local academy, and for the identification of 93.33% of construction companies that do not make use of methodological tools for PCP in the state, this dissertation aims to study and propose the implementation of lean construction in methodology of planning projects implemented on construction sites. This characterized the management system, of the production of a construction company, pointing out the main causes of ineffectiveness related to consequent low performance of one of his ventures. In sequence, the PCP was implemented with the use of tools to serve the principles of lean construction. This being monitored through indicators that provided managers managerial view of process of actions control and production of protective mechanisms. All implementation guidelines and application of this management model, were exposed in a simplified way, practical and efficient, in order to break the resistance of new practices and old paradigms in the industry.

Narrativa periodística en la convergencia de medios

El de hoy es un entorno en el que todos los días los medios sufren cambios estructurales y funcionales que los obligan a replantear su accionar y reinventar sus usos y esquemas de comunicación, de ahí la importancia de esta investigación mixta, cuantitativa y cualitativa, que recurrió a seguimiento en redes sociales y análisis de contenidos; detectando el cómo los medios responden al estar inmersos en un mundo en el que se pasó de una cultura de imprenta a una cultura de la pantalla donde surgen nuevas prácticas sociales que crean dispositivos a la medida de cada uno, elementos en los que conjugan el texto, el audio y el video configurando nuevos medios en los que se generan otras formas de interacción, y se replantea el quehacer profesional del Comunicador Social Periodista.

Vaness: DNS for nomadic users in vehicular networks

Vehicular networks, also known as VANETs, are an ad-hoc network formed by vehicles and road-side units. Nowadays they have been attracting big interest both from researchers as from the automotive industry. With the upcoming of automotive specific operating systems and self-driving cars, the use of applications on vehicles and the integration with common mobile devices is becoming a big part of VANETs. Although many advances have been made on this field, there is still a big discrepancy between the communication layer services provided by VANETs and the user level services, namely those accessible through mobile applications on other networks and technologies. Users and developers are accustomed to user-to-user or user-tobusiness communication without explicit concerns related with the available communication transport layer. Such is not possible in VANETs since people may use more than one vehicle. However, to send a message to a specific user in these networks, there is a need to know the ID of the vehicle where the user is, meaning that there is a lack of services that map each individual user to VANETs endpoint (vehicle identification). This dissertation work proposes VANESS, a naming service as a resource to support user-to-user communication within a heterogeneous scenario comprising typical ISP scenario and VANETs focused on mobile devices. The proposed system is able to map the user to an end point either locally (i.e. there is not internet connection at all), online (i.e. system is not in a vehicular network but has direct internet connection) and using a gateway (i.e. the system is in a vehicular network where some of the nodes have internet access and will act as a gateway). VANESS was fully implemented on android OS with results proving his viability, and partially on iOS showing its multiplatform capabilities.

Aprender a ser. Aprender a conviver e aprender a desenvolver a consciência cidadã: um estudo de caso no contexto de 1º CEB

Relatório de Estágio apresentado à Escola Superior de Educação de Paula Frassinetti para obtenção de grau de Mestre em Educação Pré-Escolar e Ensino do 1º Ciclo do Ensino Básico

European Cosmopolitan Solidarity

The idea of a cosmopolitan Europe continues to be central to contemporary debates within post-national citizenship. However, much of the writing in this area remains disconnected from the need to reinvent European social democracy that questions the centrality of work and racist nationalism. This article argues that a revived European Left would need to move beyond specifically liberal concerns with procedure to articulate a view of European futures that both deconstructed neo-liberalism and embraced more convivial collective futures. This would entail the combination of a post-material politics that sought to critique the centrality of employment while granting citizens a basic income or forms of civic labour and a more concerted attempt to break with a racialized politics based upon the fear of the ‘Other’. In conclusion, it is argued that the urgent political task of the future is to reinvent a sense of Europeaness that has both a substantive content, but that does not become mobilized by an exclusive cultural politics.