A construção do discurso publicitário contemporâneo com imagens de famílias: aspectos linguístico-discursivos

Este trabalho realiza análises de anúncios publicitários que veiculam, de algum modo, cenários de famílias como parte estruturante de sua composição/prática discursiva. Estuda os mecanismos linguístico-discursivos e as marcas textuais da enunciação como indiciativos do sujeito discursivo/enunciador/ideológico e das determinações que o movem. O discurso conforma-se a normas que causam efeitos de sentido, por sua materialidade e por sua relação com o momento de enunciação, culturalmente, historicamente construídos. O estudo analisa, então, as seleções lexicais, a complexidade sintática, a engenhosa teia argumentativa e seus operadores, a construção do ethos, os marcadores de heterogeneidades enunciativas e os modos de organização do discurso publicitário. Os textos promocionais publicitários analisados exigem gestão eficaz da convergência do ethos propriamente discursivo com o construído a partir de imagens arquetípicas de famílias. A prática discursiva publicitária é uma prática intersemiótica, que integra produções concernentes a diferentes domínios semióticos; no caso, o pictórico. Com base na Análise Semiolinguística do Discurso, o estudo científico da linguagem, ao viabilizar análises que evidenciam a força argumentativa do enunciador, revela que o sujeito discursivo detém, pelo uso sutil do discurso, um forte instrumento de poder e de legitimação de valores e marcas, para obtenção de suas metas. Assim, o estudo propicia reflexão sobre o uso estratégico do discurso publicitário como instrumento de poder, de enformação, de moldagem do leitor, de modo que atenda às demandas do enunciador, fortalecendo, portanto, socialmente, as estruturas de dominação

Comunicação sem entraves: uma discussão sobre a utopia da comunicação e publicidades infantis

O presente trabalho tem por objetivo realizar uma análise crítica sobre a questão da liberdade de comunicação nos dias atuais. Busca-se refletir especificamente sobre o lugar que a liberdade de comunicação aplicada às publicidades destinadas ao público infantil ocupa na realidade brasileira. A discussão dessa temática será iniciada através de uma reflexão teórica sobre a utopia da comunicação, teoria elaborada por Norbert Wiener que enfatiza a necessidade de eliminação de todos os entraves ao livre fluxo de informação. Para tanto, serão abordados estudos de Philipe Breton, Serge Proulx e do próprio Norbert Wiener, além das análise críticas feitas por Karl Mannheim e Riceour sobre utopia e ideologia. Após, será abordada especificamente a questão da liberdade de expressão relacionada às publicidades infantis. Essa discussão será realizada a partir da análise de inúmeras pesquisas teóricas e empíricas sobre a estrutura dessas publicidades, a sua influência no público-alvo, os diversos cenários políticos e sociais brasileiros da liberdade de expressão e, especificamente, o cenário atual, enfatizando os movimentos sociais relacionados à liberdade de expressão e o atrelamento dessa liberdade à responsabilidade, retomando a noção existencialista formulada por Jean Paul Sartre.

Análise do processo de formulação de uma proposta de regulamentação de propagandas de alimentos: um estudo de caso

O consumo de alimentos processados tem crescido mundialmente e esse aumento tem sido relacionado em parte, pelas estratégias de marketing utilizadas pelas indústrias alimentícias que tem como objetivo aumentar as vendas e expandir o mercado consumidor. Segundo documento Recomendações da Consulta de Especialistas da Organização Pan-Americana da Saúde sobre a Promoção e a Publicidade de Alimentos e Bebidas Não Alcoólicas para Crianças nas Américas, a publicidade televisiva é a forma mais utilizada de marketing de alimentos para crianças e está associada a maior preferência e aumentos nos pedidos de compra de alimentos e bebidas com elevado teor de gordura, açúcar e sal. No âmbito da discussão mais recente sobre a possível influência da propaganda de alimentos na epidemia mundial de obesidade e doenças crônicas, o governo brasileiro, por meio da Agência Nacional de Vigilância Sanitária (ANVISA), formulou uma proposta de Regulamento Técnico que normatiza os termos das atividades publicitárias e que se concretizou na Resolução da Diretoria Colegiada n 24 de 2010 (RDC24/2010). Logo após sua publicação, grupos de interesse empresarial entraram na justiça e obtiveram diversas liminares que suspenderam a aplicação da RDC 24/2010 com base em parecer contrário da Advocacia Geral da União (AGU). O debate sobre ações regulatórias no campo da alimentação e nutrição como estratégia de controle e prevenção da obesidade envolve diversos atores sociais e opiniões bastante distintas e antagônicas, principalmente quando se trata dos argumentos do grupo de indivíduos que acredita na regulamentação da publicidade como uma forma de promover a saúde versus os argumentos contrários dos setores econômicos ligados ao tema a ser regulado. Neste sentido, este trabalho teve a intenção de descrever como e por que, neste processo, algumas práticas se estabeleceram no cotidiano das instituições e identificar os embates, argumentos e conflitos de interesses que apareceram nas discussões a respeito da formulação da resolução. Para isso, foi feita, primeiramente, análise documental de todo o processo de formulação, através de arquivos institucionais, documentos, pareceres, relatórios, entre outros. Posteriormente, foram identificados e caracterizados os sujeitos que participaram do processo e em seguida, realizadas entrevistas semi-estruturadas com atores chaves. Foram encontradas duas teses centrais no debate em torno da formulação da resolução: a primeira, se o Estado deve estabelecer uma regulamentação sobre publicidade de alimentos e a segunda diz respeito à competência legal da ANVISA em exercer o papel regulador sobre a propaganda de alimentos. As disputas em torno destas duas teses e os argumentos que se apresentaram para defendê-las são evidentemente incomensuráveis entre si, não havendo esperança de acordo entre as partes. O caso descrito elegeu a ANVISA como o território da disputa e a aparente maioria no jogo democrático desta arena mostrou-se ineficaz diante da captura pelo questionamento da pertinência desta Agência para função de regular a publicidade de alimentos.

Understanding the Market for Charter and Headboat Fishing Services

Published and unpublished research findings regarding charter and headboat fishing customers from 11 studies were reviewed to provide a marketing data base for operators and to guide further research efforts. Generally, charter/headboat fishing is a male-oriented activity. Customers were between 30 and 55 years of age. Although both groups of anglers considered themselves to be experienced, charterboat anglers had fished for more years. Charter anglers fished more often with their families and headboat anglers more often with their friends. Charterboat anglers reported higher incomes than headboat anglers. Relaxation, having fun, and escaping from daily pressures were generally more important to both groups of anglers than motives relative to catching fish. Most anglers indicated that the skills and performance of the captain and crew contributed heavily to the overall evaluation of their fishing experience. Anglers were more heavily influenced to choose a particular captain or boat by informal advertising methods (i.e., word-of-mouth recommendations, reputation, and visits to the marina) than formal methods (i.e., advertisements, brochures, radio, and television). Charter anglers relied more on word-of-mouth recommendations and headboat customers were more influenced by previous experiences. Implications for further research are discussed.

Entre o trono e o altar: sujeitos, instituições e saberes escolares na capital do império brasileiro (1860 a 1880)

A proposta deste estudo implicou explorar a hipótese de que eram múltiplas as forças que compunham o cenário de constituição das tradições escolares no século XIX e que a Igreja Católica figurava como uma delas. Nesta pesquisa buscou-se investigar sua presença no processo de escolarização Oitocentista, bem como as relações estabelecidas com o Estado Imperial. Reconhecendo a presença da instituição católica neste cenário, a proposta tencionou evidenciar aspectos das relações que a mesma procurou estabelecer com o poder público nos termos da gestão política e cultural. Entender a complexidade e historicidade desta força, a Igreja Católica, tornou-se primordial para refletir acerca de sua inscrição nos assuntos da educação, a partir de experiências relacionadas às escolas públicas e privadas no Oitocentos. Pretendeu igualmente, esquadrinhar experiências diversificadas de alguns sujeitos em relação ao projeto de instruir sob o signo católico, inquirir aspetos gerais do funcionamento de instituições criadas, mantidas, amparadas, autorizadas a fazer funcionar a engrenagem do ensino em nome do Estado Imperial e da Igreja Católica. Da mesma forma, tencionou interrogar a composição dos saberes nos planos de estudos dos estabelecimentos de ensino público e privado, observando nos termos da lei, a presença da doutrina cristã. Este conjunto de interesses será trabalhado a partir da proposição de quatro capítulos. Para tanto, trabalhou-se com uma massa documental composta por leis, reformas, ofícios, relatórios, artigos de jornais, propagandas, bulas papais, datados entre as décadas de 1860 e 1880

植入式广告与普通插播广告的效果比较及其影响因素

Brand placement is to present the information of products and brands through certain entertainments and non-commercial areas. Since 1990's, brand placement has become a major way of spreading advertisement and a new growing point of the global advertising market. In china, it is easily seen from spring festival evening gala of CCTV to all kinds of movie and TV shows, and is thus interested by many brand owners, advertisers and communication researchers. Since 2006, the people in the media circles have begin to take full care of the study of the brand placement. In general, there is still certain distance between the theoretical studies and the reality. It's a general problem over the world and is especially true for China as this was just a new idea. As the biggest global economic entity, China is the most potential and powerful market, thus the market of the brand placement will be huge. To push its development, it's then crucial to have theoretical studies on it. Many questions have not been explained yet in this area, mostly essential is to ask what kind of advantage it acquires compared with the traditional advertisement, if there is, how does such advantage show? What kind of factors influents the market effect of the brand placement? All these questions are not answered yet. Also it's well-known that a successful advertisement relies heavily on the understanding of the culture. Thus a specific thing to deal with is to study the effects according to the Chinese culture, which can make constructive suggestion to the whole industry. Our research is to compare the effects between the brand placement with the ordinary media advertisements, discuss its possible influences, and try to make certain suggestions to the future running and development. Our research obtains the following results by using the movie and advertisement in reality: (1) Like ordinary media ad’s, brand placement can improve the brand recognition of the audience significantly. (2) The ordinary ad's make the people easier to remember them than brand placement, while not too much difference in the brand recognition. (3) The brand placement has a significant 'emotional shifting' effect, i.e. the more positive to the movie, the more you love the built-in brand. (4) It is an important factor that how much brand information is involved in the movie; while how much the plot is involved has great impact on the 'emotional shifting' effect. (5) The familiarity is a great factor for the ad's, it's obvious that the popular products get way better effects through brand replacement. (6) An effective way is to choose those positive, interesting and eye-catching movies and TV shows as carriers of the brand and to use it as natural as possible.

The human papillomavirus and cancer: a multiphase study investigating preventative behaviours in young males

Background: The Human Papillomavirus (HPV) is one of the world’s most common sexually transmitted infections, and a causative factor of oropharyngeal, anal and penile cancers in males. Worldwide, an estimated 39,000 HPV-associated cancers occur each year in men. The highest rates of HPV infection are found in adults aged 18 to 28 years. Clinical evidence indicates that use of a condom in addition to obtaining the HPV vaccine provides the greatest protection from HPV infections. Aim: To explore young men’s attitudes, beliefs, and behavioural intention in relation to receiving the HPV vaccine and using a condom correctly and consistently. Collectively, both behaviours are linked to the prevention of HPV transmission and associated infections with HPV. Method: A multi- phase study, underpinned by the Theory of Planned Behaviour, involving a qualitative belief elicitation, pilot, and quantitative cross-sectional study was conducted. A belief elicitation (n=12) phase was used to generate items to include in a newly developed research instrument. Post pilot the research instrument was utilised in a cross sectional online survey to explore the attitudes, beliefs, and behavioural intention of young men (n= 359) with regard to receiving the HPV vaccine, and using a condom correctly and consistently. Data Collection: Data collection took place over a three month time frame. Male participants were recruited from a university in Southern Ireland via a student email system, as well as posting advertisements on numerous health, social and sports websites. Sample: Three hundred and fifty nine male participants aged 18- 28 years completed the online questionnaire. Data Analysis: Data were analysed using SPSS. Descriptive, correlational, multiple and hierarchical regression analysis were performed on the indirect and direct variables of the Theory of Planned Behaviour i.e. attitude, subjective norm, perceived behavioural control, and intention. Status variables were also included in descriptive analysis and hierarchical regressions. Findings are presented through text and graphical representation. Results: Alarming sexual health statistics identified that only 44.3% of participants always used a condom, and 78.6% never used a condom for oral sex. Furthermore, findings reveal that the constructs of the Theory of Planned Behaviour adequately measure male’s attitudes, beliefs and behavioural intention with regard to both behaviours. The Theory of Planned Behaviour has assisted in identifying how social pressures play an influential role in relation to males receiving the HPV vaccine. Attitudes presented as the most significant predictor of male’s intentions to use a condom correctly and consistently. Intention to perform both behaviours was identified as moderate to high. Conclusion: This study has contributed to the field of HPV research, as it is the first piece of research to explore preventative HPV behaviours i.e. receiving the HPV vaccine, and condom use, amongst young males, utilising the Theory of Planned Behaviour. A deeper understanding of young male’s attitudes, beliefs, and behavioural intention on this topic has been achieved. Additionally, a new robust research instrument has been constructed. Findings from this study will undoubtedly help in the implementation of the HPV vaccine in Ireland, as well as influence health promotion campaigns aimed at young males, addressing the topic of condom use.

Use of "entertainment" chimpanzees in commercials distorts public perception regarding their conservation status.

Chimpanzees (Pan troglodytes) are often used in movies, commercials and print advertisements with the intention of eliciting a humorous response from audiences. The portrayal of chimpanzees in unnatural, human-like situations may have a negative effect on the public's understanding of their endangered status in the wild while making them appear as suitable pets. Alternatively, media content that elicits a positive emotional response toward chimpanzees may increase the public's commitment to chimpanzee conservation. To test these competing hypotheses, participants (n = 165) watched a series of commercials in an experiment framed as a marketing study. Imbedded within the same series of commercials was one of three chimpanzee videos. Participants either watched 1) a chimpanzee conservation commercial, 2) commercials containing "entertainment" chimpanzees or 3) control footage of the natural behavior of wild chimpanzees. Results from a post-viewing questionnaire reveal that participants who watched the conservation message understood that chimpanzees were endangered and unsuitable as pets at higher levels than those viewing the control footage. Meanwhile participants watching commercials with entertainment chimpanzees showed a decrease in understanding relative to those watching the control footage. In addition, when participants were given the opportunity to donate part of their earnings from the experiment to a conservation charity, donations were least frequent in the group watching commercials with entertainment chimpanzees. Control questions show that participants did not detect the purpose of the study. These results firmly support the hypothesis that use of entertainment chimpanzees in the popular media negatively distorts the public's perception and hinders chimpanzee conservation efforts.

Furnishing a Globalized World: Local Distinctiveness in the International Furniture Industry

Advances in technology, communication, and transportation over the past thirty years have led to tighter linkages and enhanced collaboration across traditional borders between nations, institutions, and cultures. This thesis uses the furniture industry as a lens to examine the impacts of globalization on individual countries and companies as they interact on an international scale. Using global value chain analysis and international trade data, I break down the furniture production process and explore how countries have specialized in particular stages of production to differentiate themselves from competitors and maximize the benefits of global involvement. Through interviews with company representatives and evaluation of branding strategies such as advertisements, webpages, and partnerships, I investigate across four country cases how furniture companies construct strong brands in an effort to stand out as unique to consumers with access to products made around the globe. Branding often serves to highlight distinctiveness and associate companies with national identities, thus revealing that in today’s globalized and interconnected society, local differences and diversity are more significant than ever.

‘Reason’ and ‘tickle’ as pragmatic constructs in the discourse of advertising

This paper explores certain pragmatic features of advertising discourse. It focuses on and expands upon a binary distinction between types of advertising discourse which was proposed initially by Bernstein (1974) and which has been touched upon more recently by other commentators such as Cook (1992). This is the distinction between reason advertisements (those which suggest a motive or reason for purchase) and tickle advertisements (those which appeal to humour, emotion and mood). It will be argued that Bernstein's distinction can be accommodated relatively systematically within contemporary frameworks of language and discourse. Drawing on a range of work in pragmatics and in systemic-functional linguistics, this paper takes some tentative steps towards the development of a theoretical model with accounts for this particular communicative-cognitive dimension of advertising discourse.

'Dare the boist'rous main': the role of the Belfast Newsletter in the process of emigration from Ulster to North America 1760-1800

Before the mass migrations from Ireland in the nineteenth century, earlier waves of migration in the eighteenth century saw significant numbers of people leave Ireland, predominantly from Ulster, to settle in North America. This article, using as its principal data source the Belfast News Letter ( BNL), its letters, advertisements and reports, focuses firstly on reconstructing the late eighteenth-century migration process and voyage, highlighting the barriers represented by the Atlantic Ocean. In addition to the challenges of the sea, there were problems with the ships, the ever-present danger of disease and also threats from other vessels, from privateers to press gangs. The voyage was recognized as a ‘universal dread’, and the risks taken to ‘dare the boist’rous main’ were perhaps not minimized in the pages of the BNL, whose editorial stance was antipathetic to the migration for the potential harm it caused to Ulster by removing so many of its industrious young. The second part of this article goes on to consider the newspaper’s and others’ vested interests in the emigration process, demonstrates how these were manifested in the press and sets the coverage of this very significant early emigration flow within the context of contemporary religious and colonial discourses at a period of very lively transatlantic interactions.

The Rhetorical Construction of Corporate Logos

This research is set in the context of today’s societies, in which the corporate visual symbology of a business, corporation or institution constitutes an essential way to transmit its corporate image. Traditional discursive procedures can be discovered in the development of these signs. The rhetorical strategies developed by the great classical authors appear in the logo-symbols expressing the corporate values of today’s companies. Thus, rhetoric is emerging once again in the sense it had many centuries ago: A repertory of rules that, paradoxically, standardizes the deviations of language and whose control is synonymous with power. The main objective of this study is to substantiate the rhetorical construction of logos using as a model of analysis the classical process of creating discourse. This involves understanding logos as persuasive discourses addressed to a modern audience. Our findings show that the rhetorical paradigm can be considered as a creative model for the con­struction of an original logo consistent with a company’s image.

Language and Power: A Resource Book for Students

Language and Power offers a comprehensive survey of the ways in which language intersects and connects with the social, cultural and political aspects of power; provides a comprehensive introduction to the history of the field, and covers all the major approaches, theoretical concepts and methods of analysis in this important and developing area of academic study; covers all the 'traditional' topics, such as race, gender and institutional power, but also incorporates newer material from forensic discourse analysis, the discourse of new capitalism and the study of humour as power; includes readings from works by seminal figures in the field, such as Roger Fowler, Deborah Cameron and Teun van Dijk; uses real texts and examples throughout, including advertisements from cosmetics companies; newspaper articles and headlines; websites and internet media; and spoken dialogues such as a transcription from the Obama and McCain presidential debate; and is accompanied by a supporting website that aims to challenge students at a more advanced level and features a complete four-unit chapter which includes activities, a reading and suggestions for further work.

Web Data Extraction from Query Result Pages Based on Visual and Content Features

A rapidly increasing number of Web databases are now become accessible via
their HTML form-based query interfaces. Query result pages are dynamically generated
in response to user queries, which encode structured data and are displayed for human
use. Query result pages usually contain other types of information in addition to query
results, e.g., advertisements, navigation bar etc. The problem of extracting structured data
from query result pages is critical for web data integration applications, such as comparison
shopping, meta-search engines etc, and has been intensively studied. A number of approaches
have been proposed. As the structures of Web pages become more and more complex, the
existing approaches start to fail, and most of them do not remove irrelevant contents which
may a®ect the accuracy of data record extraction. We propose an automated approach for
Web data extraction. First, it makes use of visual features and query terms to identify data
sections and extracts data records in these sections. We also represent several content and
visual features of visual blocks in a data section, and use them to ¯lter out noisy blocks.
Second, it measures similarity between data items in di®erent data records based on their
visual and content features, and aligns them into di®erent groups so that the data in the
same group have the same semantics. The results of our experiments with a large set of
Web query result pages in di®erent domains show that our proposed approaches are highly
e®ective.

Oppositional Political Identity in the Song Culture of the Vormärz and the 1848 Revolution in Germany

Historically political song has often been perceived negatively, as a disturbance of the peace, summed up by the legendary line from Goethe’s Faust: “Politisches Lied – ein garstiges Lied”. In the period in Germany of the Vormärz (from 1815 up to the revolution of March 1848), however, we see how this perception may be changing as it increasingly becomes a means of self-expression in public life. This was the era of restauration, in which broader sections of German society are striving for political emancipation from the princes and kings. A whole host of political themes emerge in the songs (Freiheitslieder) of that period in which a new oppositional political consciousness is reflected. The themes range from freedom of speech, freedom from censorship, and the need for democratic and national self-determination to critiques of injustice and hunger, and parodies of political convention and opportunism. Sources of reception give indications about the social and political milieus in which these songs circulated. Such sources include broadsheets, handwritten manuscripts, song collections, commemoration events, advertisements in political press, memoires, police reports and general literature of the time. In many cases we see how these songs reflect the emerging social and political identities of those who sing them. One also sees the use of well known melodies in the popular dissemination of these songs. An intertextual function of music often becomes apparent in the practice of contrefacture whereby melodies with particular semantic associations are used to either underline the message or parody the subject of the song.