Elämänmuutoksen, jännityksen ja asiantuntijuuden representointi Veikkaus Oy:n mainonnassa vuosina 1970— 2006

Aim of this master's thesis paper for consumer economics, is to research gambling advertisements in Finland over a period of 35 years, from 1970 to 2006. Veikkaus Oy (later Veikkaus), was founded in 1940, as one of the three licensed gambling organizations in Finland. Material for the current research comprised 1494 advertisements published by Veikkaus in newspapers and magazines at that time. Veikkaus has the exclusive licence to organize lotto games, sport games, instant games and other draw games in Finland. The other two operators, The Finnish Slot Machine Association RAY and Fintoto (on-track horse betting), were not included in the current analysis. This study has been completed according to research contract and grand by the Finnish Foundation for Gaming Research (Pelitoiminnan tutkimussäätiö). In general, advertisements reflect surrounding culture and time, and their message is built on stratified meanings, symbols and codes. Advertising draws the viewer's attention, introduces the advertised subject, and finally, affects the individual's consumption habits. However, advertisements not only work on individual level, but also influence public perception of the advertised product. Firstly, in order to assess gambling as a phenomenon, this paper discusses gambling as consumer behaviour, and also reviews history of gambling in Finland. Winning is a major feature of gambling, and dreaming about positive change of life is a centre of most gambling ads. However, perceived excitement through risk of losing can also be featured in gambling ads. Secondly, this study utilizes Veikkaus’ large advertising archives, were advertising data is analyzed by content analysis and the semiotic analysis. Two methods have been employed to support analyzing outcome in a synergistic way. Content analysis helps to achieve accuracy and comprehensiveness. Semiotic analysis allows deeper and more sensitive analysis to emerged findings and occurrences. It is important to understand the advertised product, as advertising is bound to the culture and time. Hence, to analyze advertising, it is important to understand the environment where the ads appear. Content analysis of Veikkaus data discovered the main gambling and principal advertisement style for each.period. Interestingly, nearly half of Veikkaus’ advertisements promoted topic other than “just winning the bet”. Games of change, like Lotto, typically advertised indirectly represented dreams about winning. In the category of skill gambling, features were represented as investment, and the excitement of sporting expertise was emphasized. In addition, there were a number of gambling ads that emphasize social responsibility of Veikkaus as a government guided organization. Semiotic methods were employed to further elaborate on findings of content analysis. Dreaming in the advertisements was represented by the product of symbols, (e.g. cars and homes) that were found to have significance connection with each other. Thus, advertising represents change of life obtained by the winning. Interestingly, gambling ads promoting jackpots were often representing religious symbolisms. Ads promoting social responsibility were found to be the most common during economical depression of the 90’s. Deeper analysis showed that at that time, advertisements frequently represented depression-related meanings, such as unemployment and bank loans. Skill gaming ads were often represented by sports expertise – late 90’s, their number started sky rocketing, and continued increasing until 2006 (when this study ended). One may conclude that sport betting draws its meanings from the relevant consumer culture, and from the rules and features of the betted sport.

Reproductive phenology of a tropical dry forest in Mudumalai, Southern India

1 Flowering and fruiting phenologies of a tropical dry forest in Mudumalai, southern India, were studied between April 1988 and August 1990. Two sites, a wetter site I receiving 1100mm and a drier site II receiving 600mm of rainfall annually, are compared. A total of 286 trees from 38 species at site I and 167 trees from 27 species at site II was marked for phenological observations. There were 11 species common to the two sites. Several hypotheses relating to the evolution of reproductive phenology are tested. 2 Frequency of species flowering attained a peak at site I during the dry season but at site II, where soil moisture may be limiting during the dry months, the peak was during the wet season. At both sites a majority of species flushed leaves and flowered simultaneously. Among various guilds, the bird-pollinated guild showed distinct dry season flowering, which may be related to better advertisement of large flowers to pollinators during the leafless dry phase. The wind-pollinated guild flowered mainly during the wet season, when wind speeds are highest and favourable for pollen transport. The insect-pollinated guild showed no seasonality in flowering in site I but a wet season flowering in site II. 3 Fruiting frequency attained a peak in site I during the late wet season extending into the early dry season; a time-lag correlation showed that fruiting followed rainfall with a lag of about two months. Site II showed a similar fruiting pattern but this was not statistically significant. The dispersal guilds (animal, wind, and explosive passively-dispersed) did not show any clear seasonality in fruiting, except for the animal-dispersed guild which showed wet season fruiting in site I. 4 Hurlbert's overlap index was also calculated in order to look at synchrony in flowering and fruiting irrespective of climatic (dry and wet month) seasonality. In general, overlap in flowering and fruiting guilds was high because of seasonal aggregation. Among the exceptions, at site II the wind-pollinated flowering guild did not show significant overlap between species although flowering aggregated in the wet season. This could be due to the need to avoid heterospecific pollen transfer. 5 Rarer species tended to flower earlier in the dry season and this again could be an adaptation to avoid the risk of heterospecific pollen transfer or competition for pollinators. The more abundant species flowered mainly during the wet season. Species which flower earlier have larger flowers and, having invested more energy in flowers, also have shorter flower to fruit durations.

A new species of Raorchestes (Amphibia: Anura: Rhacophoridae) from mid-elevation evergreen forests of the southern Western Ghats, India

A new species of the shrub frog genus Raorchestes Biju, Souche, Dubois, Dutta and Bossuyt is described as Raorchestes kakachi sp. nov. from Agastyamalai hill region in the southern Western Ghats, India. The small sized Raorchestes (male: 24.7–25.8 mm, n = 3 and female: 24.3–34.1 mm, n = 3) is distinguished from all other known congeners by the following suite of characters. Snout oval in dorsal view; tympanum indistinct; head wider than long; moderate webbing in feet; colour on dorsum varying from ivory to brown, blotches of dark brown on flanks, brown mottling on throat reducing towards vent; inner and outer surface of thigh, inner surface of shank and inner surface of tarsus with a distinct dark brown horizontal band which extends upto first three toes on upper surface. A detailed description, advertisement call features, ecology, natural history notes and comparison with closely related species are provided for the new species.

Examining the Effectiveness of Discriminant Function Analysis and Cluster Analysis in Species Identification of Male Field Crickets Based on Their Calling Songs

Traditional taxonomy based on morphology has often failed in accurate species identification owing to the occurrence of cryptic species, which are reproductively isolated but morphologically identical. Molecular data have thus been used to complement morphology in species identification. The sexual advertisement calls in several groups of acoustically communicating animals are species-specific and can thus complement molecular data as non-invasive tools for identification. Several statistical tools and automated identifier algorithms have been used to investigate the efficiency of acoustic signals in species identification. Despite a plethora of such methods, there is a general lack of knowledge regarding the appropriate usage of these methods in specific taxa. In this study, we investigated the performance of two commonly used statistical methods, discriminant function analysis (DFA) and cluster analysis, in identification and classification based on acoustic signals of field cricket species belonging to the subfamily Gryllinae. Using a comparative approach we evaluated the optimal number of species and calling song characteristics for both the methods that lead to most accurate classification and identification. The accuracy of classification using DFA was high and was not affected by the number of taxa used. However, a constraint in using discriminant function analysis is the need for a priori classification of songs. Accuracy of classification using cluster analysis, which does not require a priori knowledge, was maximum for 6-7 taxa and decreased significantly when more than ten taxa were analysed together. We also investigated the efficacy of two novel derived acoustic features in improving the accuracy of identification. Our results show that DFA is a reliable statistical tool for species identification using acoustic signals. Our results also show that cluster analysis of acoustic signals in crickets works effectively for species classification and identification.

Game theoretic analysis of collusions in nonneutral networks

This paper studies the impact of exclusive contracts between a content provider (CP) and an internet service provider (ISP) in a nonneutral network. We consider a simple linear demand function for the CPs. We studywhen an exclusive contract is benefcial to the colluding pair and evaluate its impact on the noncolluding players at equilibrium. For the case of two CPs and one ISP we show that collusion may not always be benefcial. We derive an explicit condition in terms of the advertisement revenues of the CPs that tells when a collusion is proftable to the colluding entities.

Getting a kick out of it: multimodal signalling during male–male encounters in the foot-flagging frog Micrixalus aff. saxicola from the Western Ghats of India

Several anuran species use multimodal signals to communicate in diverse social contexts. Our study describes acoustic and visual behaviours of the Small Torrent Frog (Micrixalus aff. saxicola), a diurnal frog endemic to the Western Ghats of India. During agonistic interactions males display advertisement calls, foot-flagging and tapping (foot lifting) behaviours to signal the readiness to defend perching sites in perennial streams. Results from a quantitative video analysis of male–male interactions indicate that footflagging displays were used as directional signals toward the opponent male, but were less abundant than calls. The acoustic and visual signals were not functionally linked. The call of Micrixalus aff. saxicola thereby did not act as an alert signal. Analysis of behavioural transitions revealed that kicking behaviours (physical attacks) significantly elicited kicks from interacting males. We suggest that foot-flagging displays ritualized from this frequently observed fighting technique to reduce physical attacks.

CAVVA: Computational Affective Video-in-Video Advertising

Advertising is ubiquitous in the online community and more so in the ever-growing and popular online video delivery websites (e. g., YouTube). Video advertising is becoming increasingly popular on these websites. In addition to the existing pre-roll/post-roll advertising and contextual advertising, this paper proposes an in-stream video advertising strategy-Computational Affective Video-in-Video Advertising (CAVVA). Humans being emotional creatures are driven by emotions as well as rational thought. We believe that emotions play a major role in influencing the buying behavior of users and hence propose a video advertising strategy which takes into account the emotional impact of the videos as well as advertisements. Given a video and a set of advertisements, we identify candidate advertisement insertion points (step 1) and also identify the suitable advertisements (step 2) according to theories from marketing and consumer psychology. We formulate this two part problem as a single optimization function in a non-linear 0-1 integer programming framework and provide a genetic algorithm based solution. We evaluate CAVVA using a subjective user-study and eye-tracking experiment. Through these experiments, we demonstrate that CAVVA achieves a good balance between the following seemingly conflicting goals of (a) minimizing the user disturbance because of advertisement insertion while (b) enhancing the user engagement with the advertising content. We compare our method with existing advertising strategies and show that CAVVA can enhance the user's experience and also help increase the monetization potential of the advertising content.

Getting a kick out of it: multimodal signalling during male-male encounters in the foot-flagging frog Micrixalus aff. saxicola from the Western Ghats of India

Several anuran species use multimodal signals to communicate in diverse social contexts. Our study describes acoustic and visual behaviours of the Small Torrent Frog (Micrixalus aff. saxicola), a diurnal frog endemic to the Western Ghats of India. During agonistic interactions males display advertisement calls, foot-flagging and tapping (foot lifting) behaviours to signal the readiness to defend perching sites in perennial streams. Results from a quantitative video analysis of male-male interactions indicate that foot-flagging displays were used as directional signals toward the opponent male, but were less abundant than calls. The acoustic and visual signals were not functionally linked. The call of Micrixalus aff. saxicola thereby did not act as an alert signal. Analysis of behavioural transitions revealed that kicking behaviours (physical attacks) significantly elicited kicks from interacting males. We suggest that foot-flagging displays ritualized from this frequently observed fighting technique to reduce physical attacks.

Lineage delimitation and description of nine new species of bush frogs (Anura: Raorchestes, Rhacophoridae) from the Western Ghats Escarpment

Bush frogs of the genus Raorchestes are distributed mainly in the Western Ghats Escarpment of Peninsular India. The inventory of species in this genus is incomplete and there is ambiguity in the systematic status of species recognized by morphological criteria. To address the dual problem of taxon sampling and systematic uncertainty in bush frogs, we used a large-scale spatial sampling design, explicitly incorporating the geographic and ecological heterogeneity of the Western Ghats. We then used a hierarchical multi-criteria approach by combining mitochondrial phylogeny, genetic distance, geographic range, morphology and advertisement call to delimit bush frog lineages. Our analyses revealed the existence of a large number of new lineages with varying levels of genetic divergence. Here, we provide diagnoses and descriptions for nine lineages that exhibit divergence across multiple axes. The discovery of new lineages that exhibit high divergence across wide ranges of elevation and across the major massifs highlights the large gaps in historical sampling. These discoveries underscore the significance of addressing inadequate knowledge of species distribution, namely the ``Wallacean shortfall'', in addressing the problem of taxon sampling and unknown diversity in tropical hotspots. A biogeographically informed sampling and analytical approach was critical in detecting and delineating lineages in a consistent manner across the genus. Through increased taxon sampling, we were also able to discern a number of well-supported sub-clades that were either unresolved or absent in earlier phylogenetic reconstructions and identify a number of shallow divergent lineages which require further examination for assessment of their taxonomic status.

O ser negro à vista: construção verbo-visual do negro na propaganda impressa

Esta tese destina-se a desenvolver estudo semiótico de propagandas impressas em que a pessoa negra é posta em presença. Investiga-se como a propaganda veiculada em revista, mediante seleção e combinação sígnicas, efetiva a construção da imagem verbo-visual do negro, tendo em vista o produto anunciado e os projetos comunicativos do enunciador e, assim, como finda por ratificar ou (re)elaborar significados sociais acerca desse sujeito. Pautando-se na Semiótica de Charles Sanders Peirce e tendo por suporte, fundamentalmente, a Teoria da Iconicidade Verbal de Simões (2009), a pesquisa aborda todos os signos verbais e não verbais em diálogo, como dotados de potencial icônico, não só revelador dos projetos de texto, como também ativador de interpretações/leituras e, ainda, delineador de sentidos, posteriormente cristalizados e convertidos em significados imanentes aos signos e aos objetos reportados. Por ter, como material constitutivo do corpus, textos elaborados em linguagem mista, a pesquisa propõe a aplicação da Teoria da Iconicidade Verbal ao universo dos signos lato sensu. O debate apresenta o texto de propaganda como excelente material, não só para implementar os estudos de História e Cultura Afro-brasileiras, como prevê a Lei 10.639/03, como também para subsidiar o ensino de língua portuguesa, com ênfase para os estudos sobre leitura e produção textual, para que se forme sujeito dotado de habilidades que lhe permitam reconhecer no verbal e no não verbal a revelação e a geração de sentidos sociais

Um panorama do tabagismo em 16 capitais brasileiras e Distrito Federal: tendências e heterogeneidades

Esta tese inclui dois artigos que têm por objetivo apresentar um panorama das tendências e heterogeneidades do tabagismo nas capitais brasileiras e, assim, oferecer subsídios ao planejamento e avaliação de medidas de controle do tabaco no País. Utilizaram-se os dados da Pesquisa Nacional sobre Saúde e Nutrição (PNSN), e do Inquérito Domiciliar Sobre Comportamentos de Risco e Morbidade Referida de Doenças e Agravos Não Transmissíveis (InqDANT). No primeiro artigo estimou-se a diferença na prevalência de tabagismo em 14 capitais brasileiras entre pessoas de 15 anos ou mais em 1989 (PNSN) e 2002/2003 (InqDANT) relacionando as mudanças observadas às principais medidas de controle do tabaco desenvolvidas no período. O estudo mostrou que o percentual de fumantes diminuiu de 30,2% para 19,4% no período. Entre homens, a prevalência passou de 37,5% para 23,2% (1,1% /ano) e entre mulheres, de 24,3% para 16,5% (0,6% /ano). A avaliação cronológica sugere que as principais medidas de impacto refletidas no decréscimo observado foram a lei que obriga que haja advertências sobre os malefícios do tabagismo nas embalagens e propagandas de cigarros, a restrição e proibição da propaganda de produtos do tabaco e as intervenções relacionadas à proteção ao tabagismo passivo. O declínio da prevalência observado no estudo foi um dos maiores do mundo. No segundo artigo, fez-se uma descrição da situação do tabagismo no Brasil considerando heterogeneidades regionais e de subgrupos populacionais a partir de uma amostra de 24.681 indivíduos de 15 anos ou mais residentes em 16 capitais brasileiras incluídas no InqDANT. A prevalência de tabagismo no gênero masculino variou de 17,0% a 28,2% e no feminino, de 10% a 22,9%. Entre mulheres, menores prevalências foram observadas nas regiões Norte, Nordeste e Centro-Oeste. Este padrão não se repetiu entre homens. Independentemente de gênero, maiores percentuais de fumantes foram encontrados entre pessoas de menor escolaridade e faixa etária 40-49 anos. A cessação média entre homens e mulheres foi de 50%. Os dados indicaram que as políticas públicas de controle do tabaco têm sido efetivas particularmente na indução à cessação de fumar. Contudo, a elevada prevalência em jovens mostrou a importância de reforço a medidas que contenham a iniciação. As heterogeneidades observadas mostraram a necessidade de ações específicas por região. Além dos dois estudos referidos, esta Tese também descreveu novas pesquisas sobre tabagismo utilizando-se dados do InqDANT. Subsequentemente, com base na discussão prévia, delineou-se uma proposta sumária das principais linhas de investigação a serem desenvolvidas no Brasil a fim de subsidiar o Programa Nacional de Controle do Tabagismo e a implantação da Convenção Quadro Para o Controle do Tabaco.

Persuasão e sedução: os caminhos do texto publicitário pela intertextualidade e interdiscursividade

A partir das teorias da Linguística Textual e da Análise do Discurso, este trabalho tem por objeto de estudo o processo de produção e recepção do anúncio publicitário impresso, investigando especificamente a intertextualidade e a interdiscursividade como forma de associação de informações que se encontram no repertório cultural da sociedade. Analisa, portanto, os efeitos de tais textos no interlocutor, que é seduzido pela mensagem que lhe é exposta, considerando que a linguagem publicitária está impregnada de discursos sócio-históricos e valores ideológicos que refletem o cotidiano das pessoas, sendo comum a aparição de anúncios que se destacam diante do leitor / consumidor por revelarem situações vividas por ele ou que se identifiquem com seus anseios mais íntimos. Com a análise de um corpus formado por 10 (dez) anúncios, retirados de revistas de grande circulação nacional, que mobilizam uma série de estratégias criativas para o seu processamento, assim como o conhecimento de mundo do leitor, buscou-se evidenciar de que modo o intertexto e o interdiscurso constroem o sentido das peças publicitárias, construindo textos persuasivos e sedutores. Com isso, o presente estudo se volta para uma reflexão da língua, podendo ser utilizado com finalidade didática, para que o olhar do aluno / leitor seja aguçado para as estratégias persuasivas propositadamente presentes nesse gênero textual. Assim, o sujeito-receptor de anúncios publicitários se instrumentaliza para a leitura, em sentido amplo, e se torna capaz de perceber todo o jogo arquitetado por uma linguagem híbrida

A propaganda negativa : estratégia e voto nas eleições brasileiras

Esta tese se insere no conjunto de pesquisas que procura entender como funcionam as eleições no Brasil. Especificamente, o objetivo é investigar a propaganda negativa durante as eleições presidenciais. Para tal foram desenvolvidos cinco capítulos. O primeiro situa o leitor no debate normativo sobre o papel da propaganda negativa para a democracia eleitoral. Nele, é debatida a importância dos ataques em uma série de circunstâncias, como mobilização política, ambiente informacional e decisão do voto. O segundo capítulo constitui ampla análise do conteúdo da propaganda negativa exibida no âmbito do Horário Gratuito de Propaganda Eleitoral durante as eleições presidenciais de 1989, 1994, 1998, 2002, 2006 e 2010, primeiro e segundo turnos. A metodologia seguiu as orientações formuladas por Figueiredo et all. (1998), mas adaptadas para as especificidades da propaganda negativa. Neste objetivo, tendências interessantes foram descobertas, a mais interessante, sem dúvida, é o baixo índice de ataques ocorrido entre os candidatos. O terceiro busca investigar o uso estratégico das inserções durante as campanhas presidenciais. Debato o caráter regulamentado do modelo brasileiro de propaganda. Ainda assim, aponto estratégias divergentes no uso estratégico das inserções negativas, sendo o horário noturno o lócus predominante dos ataques. O quarto capítulo procura criar um modelo de campanha negativa com base na teoria dos jogos. No modelo, procuro responder às seguintes questões: quem ataca quem, quando e por quê? Argumento que a propaganda negativa é o último recurso utilizado pelos candidatos na conquista por votos. Ela tem como propósito central alterar a tendência do adversário. Por essa razão, é utilizada principalmente por candidatos em situações de desvantagem nos índices de intenção de voto. O quinto e último capítulo desenvolve modelo estatístico para medir o impacto da propaganda negativa nos índices de intenção de voto.

Ética publicitária em tempos hipermodernos: um estudo comparativo entre Brasil e Espanha

Esta tese tem como objetivo geral investigar conceitos, agentes e significações da ética publicitária que caracterizam os atuais tempos hipermodernos. Para tanto, os seguintes objetivos específicos foram traçados: levantar o que as organizações de auto-regulamentação do setor e os profissionais do mercado (não pertencentes a tais instituições) definem como ética publicitária; comparar tais olhares com princípios éticos hipermodernos ligados principalmente ao mercado e com reflexões de estudiosos sobre o tema, e realizar, ao final, um estudo comparativo entre os cenários brasileiro e espanhol de resultados obtidos. Os organismos estudados no Brasil e na Espanha (Madrid) foram, respectivamente, o CONAR Conselho Nacional de Auto-Regulamentação Publicitária, e a AUTOCONTROL Asociación para la Autorregulación de la Comunicación Comercial, e os profissionais abordados consistiram em publicitários e profissionais de marketing de empresas escolhidos segundo os critérios de acessibilidade, volume de anúncios veiculados sob sua criação/responsabilidade, e indicações de entrevistados. Os objetivos citados foram alcançados por meio de dois abrangentes conjuntos de iniciativas, a saber: 1) entrevistas com 63 pessoas (além dos diretores das organizações), estando entre elas, publicitários das áreas de criação e atendimento/planejamento de agências de propaganda, profissionais de marketing de empresas de setores diversos, e integrantes do Conselho de Ética do CONAR e órgão correlato na AUTOCONTROL. Como resultado geral desta pesquisa, pode-se dizer, entre outros, que, embora se apregoe atualmente que a ética hipermoderna está associada a um vazio ético ou a uma ética privada, a qual chega inclusive a distanciar-se do significado original do termo, ambos os organismos estudados demonstraram em vários momentos contrariar tais teorias, mesmo sendo eles concebidos e mantidos pelo próprio mercado. Apesar disso, nota-se, tanto nestas organizações, quanto entre os profissionais entrevistados, principalmente brasileiros, alguns indicadores que parecem refletir tais visões mais pessimistas ou que talvez dificultem o surgimento de uma postura mais ética, afastando-se, inclusive, de preceitos específicos de uma ética hipermoderna aplicada diretamente ao mercado. O cenário parece mais favorável no contexto espanhol, onde foram encontrados um maior número de instituições (além da AUTOCONTROL), documentos normativos e profissionais dedicados a defender a ética publicitária num sentido mais profundo do que somente combatendo a propaganda enganosa quanto a informações técnicas sobre os produtos ofertados.

Yellow (Perca flavescens) and Eurasian (P. fluviatilis) perch distinguished in fried fish samples by DNA analysis

DNA techniques are increasingly used as diagnostic tools in many fields and venues. In particular, a relatively new application is its use as a check for proper advertisement in markets and on restaurant menus. The identification of fish from markets and restaurants is a growing problem because economic practices often render it cost-effective to substitute one species for another. DNA sequences that are diagnostic for many commercially important fishes are now documented on public databases, such as the National Center for Biotechnology Information’s (NCBI) GenBank.1 It is now possible for most genetics laboratories to identify the species from which a tissue sample was taken without sequencing all the possible taxa it might represent.