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)

EMBALAGEM-ANÚNCIO: A MENSAGEM DA PROPAGANDA NO PONTO-DE-VENDA

O trabalho aborda a embalagem através de sua função de comunicação sob a perspectiva da comunicação integrada de marketing. Especificamente, aborda como a embalagem reproduz a mensagem da propaganda no ponto-de-venda detalhando, pelo objetivo geral de descrição, a análise e sistematização do processo de uso da embalagem como suporte de campanhas publicitárias expandindo o objetivo da comunicação integrada de marketing CIM. A metodologia consiste no método qualitativo com o procedimento de pesquisa descritiva aplicando as estratégias investigativas pesquisa bibliográfica, pesquisa documental e entrevista em profundidade que permitiram concluir que sob a perspectiva da comunicação integrada de marketing, a ampliação da função de comunicação da embalagem permite a reprodução da mensagem da propaganda no ponto de venda pelo estabelecimento da unificação de elementos entre as mensagens veiculadas na propaganda televisiva e embalagem.(AU)

A PROPAGANDA POLÍTICA NA CONSTRUÇÃO DO IMAGINÁRIO COLETIVO NO CINEMA DE RESISTÊNCIA: Estudo de caso do filme Jango de Silvio Tendler

Este estudo tem como objetivo propor uma análise do modo como se constrói a representação da imagem eleitoral de João Goulart, sob a ótica da propaganda política no cinema brasileiro no período pós-ditadura. Para a realização desse objetivo contamos com o longa-metragem de Silvio Tendler de 1984, intitulado Jango. Cremos que este estudo se justifica por contribuir para identificar, compreender e mapear o imaginário da sociedade brasileira sobre João Goulart. Para o desenvolvimento do tema foram analisadas teorias de marketing político, propaganda ideológica e persuasão. A pesquisa foi norteada pelo método qualitativo e aplicadas as técnicas de pesquisa histórica e estudo de caso. Concluímos que o Filme de Silvio Tendler reconstruiu a imagem de João Goulart ressaltando seu papel na luta pelas reformas de base. A mistificação de Jango foi exposta no documentário expositivo.

Is competition really bad news for cooperatives? Some empirical evidence for Italian producers' cooperatives

In this paper, we analyse the nature of the relationship between market power and technical efficiency for producers' cooperatives. More specifically we test two hypotheses: first, we evaluate the extent to which increasing market pressure may help producers' cooperatives to improve technical efficiency to guarantee positive profits; second, we test whether higher technical efficiency induces producers' cooperatives to have a larger market share. These hypotheses are tested on a sample of Italian conventional and cooperative firms for the Wine Production and Processing sector, using both frontier analysis and dynamic panel techniques. The results support the hypothesis that increasing market pressure can affect positively the cooperativeś efficiency, while gains in technical efficiency do not seem to have any impact on the cooperatives' market share. © 2008 Springer Science+Business Media, LLC.

Patterns of corporate governance and technical efficiency in Italian manufacturing

The purpose of this paper is to analyse the relationship between the corporate governance system and technical efficiency in Italian manufacturing. We use a non-parametric frontier technique (DEA) to derive technical efficiency measures for a sample of Italian firms taken from nine manufacturing industries. These measures are then related to the characteristics of the corporate governance system. Two of these characteristics turn out to have a positive impact on technical efficiency: the percentage of the company shares owned by the largest shareholder and the fact that a firm belongs to a pyramidal group. Interestingly, a trade-off emerges between these influences, in the sense that one is stronger in industries where the other is weaker. Copyright © 2007 John Wiley & Sons, Ltd.

Public capital and total factor productivity:new evidence from the Italian regions, 1970-98

This paper analyses the relationship between industrial total factor productivity and public capital across the 20 Italian administrative regions. It adds upon the existing literature in a number of ways: it analyses a longer period (1970-98); it allows for the role of human capital accumulation; it tests for the existence of a long-run relationship between total factor productivity and public capital (through previously suggested panel techniques) and for weak exogeneity of public capital; and it assesses the significance of public capital within a non-parametric set-up based on the Free Disposal Hull. The results confirm that public capital has a significant impact on the evolution of total factor productivity, particularly in the Southern regions. This impact is mainly ascribed to the core infrastructures (road and airports, harbours, railroads, water and electricity, telecommunications). Also, core infrastructures are weakly exogenous. © 2005 Regional Studies Association.

Organizational capital, product market competition and technical efficiency in Italian cooperatives

This paper tries to identify under which conditions increasing market competition may help cooperatives to improve technical efficiency to guarantee positive profits. This hypothesis is first formalized in a partial equilibrium framework and then is tested on a sample of Italian conventional and cooperative firms, using frontier analysis. Technical efficiency indexes are computed by using the one-stage approach as suggested by Battese and Coelli (1995), where proxies for competition are introduced as determinants of efficiency, along with other exogenous factors accounting for the firms’ heterogeneity. However, the overall impact of increasing competition on efficiency is negative.

Italian validation of the team climate inventory:a measure of team climate for innovation

Innovation has long been an area of interest to social scientists, and particularly to psychologists working in organisational settings. The team climate inventory (TCI) is a facet-specific measure of team climate for innovation that provides a picture of the level and quality of teamwork in a unit using a series of Likert scales. This paper describes its Italian validation in 585 working group members employed in health-related and other contexts. The data were evaluated by means of factorial analysis (including an analysis of the internal consistency of the scales) and Pearson’s product moment correlations. The results show the internal consistency of the scales and the satisfactory factorial structure of the inventory, despite some variations in the factorial structure mainly due to cultural differences and the specific nature of Italian organisational systems.

The Generalized Malmquist index and capacity utilization change: an application to the Italian manufacturing, 1989-1994

Several indices of plant capacity utilization based on the concept of best practice frontier have been proposed in the literature (Fare et al. 1992; De Borger and Kerstens, 1998). This paper suggests an alternative measure of capacity utilization change based on Generalized Malmquist index, proposed by Grifell-Tatje' and Lovell in 1998. The advantage of this specification is that it allows the measurement of productivity growth ignoring the nature of scale economies. Afterwards, this index is used to measure capacity change of a panel of Italian firms over the period 1989-94 using Data Envelopment Analysis and then its abilities of explaining the short-run movements of output are assessed.

Spelling acquisition in English and Italian:a cross-linguistic study

We examined the spelling acquisition in children up to late primary school of a consistent orthography (Italian) and an inconsistent orthography (English). The effects of frequency, lexicality, length, and regularity in modulating spelling performance of the two groups were examined. English and Italian children were matched for both chronological age and number of years of schooling. Two-hundred and seven Italian children and 79 English children took part in the study. We found greater accuracy in spelling in Italian than English children: Italian children were very accurate after only 2 years of schooling, while in English children the spelling performance was still poor after 5 years of schooling. Cross-linguistic differences in spelling accuracy proved to be more persistent than the corresponding ones in reading accuracy. Orthographic consistency produced not only quantitative, but also qualitative differences, with larger frequency and regularity effects in English than in Italian children.

The Gilles de la Tourette Syndrome-Quality of Life Scale for children and adolescents (C&A-GTS-QOL):development and validation of the Italian version

BACKGROUND: Gilles de la Tourette syndrome (GTS) is a chronic childhood-onset neuropsychiatric disorder with a significant impact on patients' health-related quality of life (HR-QOL). Cavanna et al. (Neurology 2008; 71: 1410-1416) developed and validated the first disease-specific HR-QOL assessment tool for adults with GTS (Gilles de la Tourette Syndrome-Quality of Life Scale, GTS-QOL). This paper presents the translation, adaptation and validation of the GTS-QOL for young Italian patients with GTS. METHODS: A three-stage process involving 75 patients with GTS recruited through three Departments of Child and Adolescent Neuropsychiatry in Italy led to the development of a 27-item instrument (Gilles de la Tourette Syndrome-Quality of Life Scale in children and adolescents, C&A-GTS-QOL) for the assessment of HR-QOL through a clinician-rated interview for 6-12 year-olds and a self-report questionnaire for 13-18 year-olds. RESULTS: The C&A-GTS-QOL demonstrated satisfactory scaling assumptions and acceptability. Internal consistency reliability was high (Cronbach's alpha > 0.7) and validity was supported by interscale correlations (range 0.4-0.7), principal-component factor analysis and correlations with other rating scales and clinical variables. CONCLUSIONS: The present version of the C&A-GTS-QOL is the first disease-specific HR-QOL tool for Italian young patients with GTS, satisfying criteria for acceptability, reliability and validity. © 2013 - IOS Press and the authors. All rights reserved.