Exibição de Propaganda Personalizada com o uso de Realidade Aumentada

É apresentado como problema atual na área de Publicidade e Propaganda a exibição de conteúdo personalizado para nichos específicos. A propaganda acaba se concentrando nos produtos de maior sucesso, tendo como foco alguns públicos-alvo previamente determinados. Assim, o estudo pretende avaliar um novo canal para exibição de propaganda em nível individual, através das perspectivas da Cauda Longa e da Realidade Aumentada (R.A.). O ponto principal desse trabalho é, portanto, mostrar a quantidade de nichos existentes e sugerir uma personalização da propaganda a um nível praticamente individual, como uma ligação direta entre produto e consumidor, usando como suporte tecnológico a R.A. A partir da análise de trabalhos de Romero Tori, Paul Milgram, Ronald Azuma, Cláudio Kirner, Robson Siscouto, Lúcia Santaella, entre outros autores, foi feita uma avaliação dos principais pontos de interesse da tecnologia de Realidade Aumentada para profissionais da área do Design. Discorrendo não só sobre suas características como também identificando problemas e questionamentos atuais, tanto para esses profissionais como para o consumidor final. A tese se enquadra na linha de pesquisa de Design e Tecnologia ao passo que os profissionais desta área de conhecimento são responsáveis diretos por pensar as formas de interação de modo que sejam mais orgânicas e intuitivas para os usuários. Existe muito trabalho a ser realizado, no tocante à Ergonomia e Usabilidade, nas soluções que usam a Realidade Aumentada, principalmente na forma como se dá a sobreposição da informação digital ao ambiente real capturado pela câmera e sua manipulação pelo indivíduo.

UV durable colour pigment doped SmA liquid crystal composites for outdoor trans-reflective bi-stable displays

High brightness trans-reflective bi-stable displays based on smectic A (SmA) liquid crystals (LCs) can have nearly perfect transparency in the clear state and very high reflection in the scattered state. Because the LC material in use is stable under UV radiation, this kind of displays can stand for strong day-light and therefore be ideal for outdoor applications from e-books to public signage and advertisement. However, the colour application has been limited because the traditional colourants in use are conventional dyes which are lack of UV stability and that their colours are easily photo bleached. Here we present a colour SmA display demonstrator using pigments as colourant. Mixing pigments with SmA LCs and maintain the desirable optical switching performance is not straightforward. We show here how it can be done, including how to obtain fine sized pigment nano-particles, the effects of particle size and size distribution on the display performance. Our optimized pigments/SmA compositions can be driven by a low frequency waveform (∼101Hz) to a scattered state to exhibit colour while by a high frequency waveform (∼103Hz) to a cleared state showing no colour. Finally, we will present its excellent UV life-time (at least >7.2 years) in comparison with that of dye composition (∼2.4 years). The complex interaction of pigment nano-particles with LC molecules and the resulting effects on the LC electro-optical performances are still to be fully understood. We hope this work will not only demonstrate a new and practical approach for outdoor reflective colour displays but also provide a new material system for fundamental liquid crystal colloid research work. © 2012 SPIE.

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.

企业经营风险决策的组织行为学研究

This thesis has investigated the risk preferences of the Chinese company managers in kinds of simulated decision situations and their perceptions of risk concerning types of business decisions. Four studies are conducted: Study I is utility analysis. 214 company managers and 46 middle - school headmasters have responded to Utility Measurement Survey. The results indicate: (1) The risk preferences of the managers vary in the different decision situations. In most of the situations, most of the managers are risk aversion; In few situations, they are risk-seeking. (2) In some of the decision situations, there are significant differences on risk preference between business managers and school headmasters, male managers and female managers, senior managers and junior managers, managers with high qualifications and managers with low qualifications, non-state-owned firms' managers and state-owned firms' managers, medium-small sized firms' managers and large-sized firms' managers. In the other situations there aren't significant differences between them. (3) In all of the decision situations, so significant differences on risk preference are found among managers with different marriage, experience, age and education. Study II is risky decision simulation. The Risky Decision Situations Simulation Survey is administered to 82 company managers. The result indicates that firm culture, business condition, survival limit and risk preference of the superior influence the managers' risk decision-making behavior. Study III is perceptions of business decision risks. 68 company managers have filled in Decision Cases Risk Perception Inventory. The results indicate: (1) Inaccurate market analysis and prediction, instable politics and the changes of economic policy are the more risky elements to strategy decision. (2) Erroneous market analysis and prediction, appearance of new technology and the changes of market demands are the more risky elements to investment decision. (3) Poor quality control, backward technology and too large stocks are the more risky elements to production decision. (4) Shortage of development fund, wrong choice in development project and limitation of the development ability are the more risky elements to new production development decision. (5) No payment of the foreign partner's capital, the changes of national relevant policy, difficulty in marketing, too high selling prices of foreign partner's equipments are the more risky elements to joint-venture decision. (6) Unfamilarity with oneself and misjudgement in qualification of oneself are the more risky elements to personnel decision. (7) Bad market of the product, defects in product quality and the changes of consumers demands are the more risky elements to marketing decision. (8) Wrong strategy and ambiguous goals are the more risky elements to public relation decision. (9) Violation of the law, ambiguous goals and poor creation are the more risky elements to advertisement decision. (10) Deterioration of diplomatic relations, unsuitable products for foreign consumers and unfamilarity with foreign market are the more risky elements to international business decision. Study IV is structured interview. 5 company managers have answered all questions of the Interview Questionnaire. The results indicate: (1) The managers think that risks are the possible unfavourable consequences of decisions; (2) The self-ratings of the managers coordinate with the results of utility measurement; (3) The managers admit that risks always accompany bussiness decision; (4) Individual difference is found among managers on risk perception. This thesis has also pointed out the important implications of the research and discussed several further questions.

Children drawing toy commercials: re-imagining television production features

Griffiths, M. (2005). Children drawing toy commercials: re-imagining television production features. Visual Communication. 4(1), pp.21-37. RAE2008

Antysemicki incydent prasowy. Kartki pocztowe i poznańskie gazety

Jednym z motywów ikonograficznych wykorzystywanych na reklamowych kartach pocztowych z przełomu XIX i XX wieku były strony tytułowe lokalnych gazet. Wokół poznańskich pocztówek z motywem „gazetowym” wydawanych przez Isaaka Plessnera wybuchła w 1904 roku polemika prasowa o silnie antysemickim podłożu. Zarzut dotyczył druku reklamy katolickiego czasopisma u żydowskiego wydawcy.

Optimal Scheduling of Secondary Content for Aggregation in Video-on-Demand Systems

Dynamic service aggregation techniques can exploit skewed access popularity patterns to reduce the costs of building interactive VoD systems. These schemes seek to cluster and merge users into single streams by bridging the temporal skew between them, thus improving server and network utilization. Rate adaptation and secondary content insertion are two such schemes. In this paper, we present and evaluate an optimal scheduling algorithm for inserting secondary content in this scenario. The algorithm runs in polynomial time, and is optimal with respect to the total bandwidth usage over the merging interval. We present constraints on content insertion which make the overall QoS of the delivered stream acceptable, and show how our algorithm can satisfy these constraints. We report simulation results which quantify the excellent gains due to content insertion. We discuss dynamic scenarios with user arrivals and interactions, and show that content insertion reduces the channel bandwidth requirement to almost half. We also discuss differentiated service techniques, such as N-VoD and premium no-advertisement service, and show how our algorithm can support these as well.

Recruiting young adults into a weight loss trial: report of protocol development and recruitment results.

Obesity has spread to all segments of the U.S. population. Young adults, aged 18-35 years, are rarely represented in clinical weight loss trials. We conducted a qualitative study to identify factors that may facilitate recruitment of young adults into a weight loss intervention trial. Participants were 33 adults aged 18-35 years with BMI ≥25 kg/m(2). Six group discussions were conducted using the nominal group technique. Health, social image, and "self" factors such as emotions, self-esteem, and confidence were reported as reasons to pursue weight loss. Physical activity, dietary intake, social support, medical intervention, and taking control (e.g. being motivated) were perceived as the best weight loss strategies. Incentives, positive outcomes, education, convenience, and social support were endorsed as reasons young adults would consider participating in a weight loss study. Incentives, advertisement, emphasizing benefits, and convenience were endorsed as ways to recruit young adults. These results informed the Cellphone Intervention for You (CITY) marketing and advertising, including message framing and advertising avenues. Implications for recruitment methods are discussed.

El hombre metrosexual como Narciso contemporáneo: el papel del discurso publicitario actual en la construcción de la masculinidad

Existen diferentes definiciones del concepto de masculinidad. Por un lado están las normativas, que la entienden como lo que los hombres deberían ser y, por otro, los enfoques semióticos, que la definen como no-feminidad. Partiendo de este último enfoque y teniendo en cuenta que la feminidad ha evolucionado en los últimos años junto con la sociedad desdibujando la frontera entre lo que forma parte del rol femenino y lo que no, se puede afirmar que han surgido a partir de los renovados modelos de feminidad, diferentes y nuevas masculinidades entre las que se encuentra la del hombre metrosexual. Es en este tipo de masculinidad en concreto en la que se centra la presente investigación y en cómo se construye la narración de dicha masculinidad en el discurso publicitario actual recurriendo a la figura mítica de Narciso. Así, a partir de una revisión bibliográfica y de un análisis de contenido, se pretende analizar la influencia de la publicidad en la aparición del hombre metrosexual como nueva masculinidad en respuesta a la transformación de la feminidad, a la par que confirmar la presencia de la figura de Narciso como recurso en la construcción de la masculinidad en la publicidad actual.

Motivation matters: cheliped extension displays in the hermit crab, Pagurus bernhardus, are honest signals of hunger

Whether animal signals convey honest information is a central evolutionary question, since selection pressures could, in some circumstances, favour dishonesty. A prior study of signalling in hermit crabs proposed that the cheliped extension display of Pagurus bernhardus might represent such an instance of dishonesty. A limitation of this conclusion, however, was that honesty was defined in the context of size assessment, neglecting the potential information that displays might transmit about signallers' variable internal states. Recent analyses of signalling in this same species have shown that its displays provide reliable information about the amount of risk crabs are prepared to tolerate, which therefore might enable signallers to use these displays to honestly convey their motivation to take such risks. Here we test this 'honest advertisement of motivation' hypothesis by varying crabs' need for food and analysing their signalling during simulated feeding conflicts against a model. When crabs were starved for 1-5 days, they dropped significantly in weight. Despite this decrement in resource-holding potential and energy reserves, crabs were more likely to perform cheliped extension displays the longer they were food deprived. Longer-starved crabs, whose subjective resource value was greater, also displayed at a higher rate and were more likely to risk seizing the food from the model. We conclude that cheliped extension is a reliable indicator of crabs' internal state and suggest how this honest signal might operate in conflicts over a variety of other resources in addition to food. We propose that future studies detecting apparent dishonesty should analyse many possible signal-state correlations before concluding a signal is actually dishonest. (c) 2008 The Association for the Study of Animal Behaviour. Published by Elsevier Ltd. All rights reserved.

Investigation of Genetic Variation in Scavenger Receptor Class B, Member 1 (SCARB1) and Association with Serum Carotenoids

Objective: To investigate association of scavenger receptor class B, member 1 (SCARB1) genetic variants with serum carotenoid levels of lutein (L) and zeaxanthin (Z) and macular pigment optical density (MPOD).
Design: A cross-sectional study of healthy adults aged 20 to 70.
Participants: We recruited 302 participants after local advertisement.
Methods: We measured MPOD by customized heterochromatic flicker photometry. Fasting blood samples were taken for serum L and Z measurement by high-performance liquid chromatography and lipoprotein analysis by spectrophotometric assay. Forty-seven single nucleotide polymorphisms (SNPs) across SCARB1 were genotyped using Sequenom technology. Association analyses were performed using PLINK to compare allele and haplotype means, with adjustment for potential confounding and correction for multiple comparisons by permutation testing. Replication analysis was performed in the TwinsUK and Carotenoids in Age-Related Eye Disease Study (CAREDS) cohorts.
Main Outcome Measures: Odds ratios for MPOD area, serum L and Z concentrations associated with genetic variations in SCARB1 and interactions between SCARB1 and gender.
Results: After multiple regression analysis with adjustment for age, body mass index, gender, high-density lipoprotein cholesterol, low-density lipoprotein cholesterol, triglycerides, smoking, and dietary L and Z levels, 5 SNPs were significantly associated with serum L concentration and 1 SNP with MPOD (P<0.01). Only the association between rs11057841 and serum L withstood correction for multiple comparisons by permutation testing (P<0.01) and replicated in the TwinsUK cohort (P = 0.014). Independent replication was also observed in the CAREDS cohort with rs10846744 (P = 2×10-4), an SNP in high linkage disequilibrium with rs11057841 (r2 = 0.93). No interactions by gender were found. Haplotype analysis revealed no stronger association than obtained with single SNP analyses.
Conclusions: Our study has identified association between rs11057841 and serum L concentration (24% increase per T allele) in healthy subjects, independent of potential confounding factors. Our data supports further evaluation of the role for SCARB1 in the transport of macular pigment and the possible modulation of age-related macular degeneration risk through combating the effects of oxidative stress within the retina.
Financial Disclosure(s): Proprietary or commercial disclosures may be found after the references. Ophthalmology 2013;120:1632–1640 © 2013 by the American Academy of Ophthalmology.

Le routage de l’information dans les réseaux véhiculaires mobiles

Les réseaux véhiculaires mobiles, ou Vehicular Ad-hoc NETworks (VANETs), existent depuis les années 80, mais sont de plus en plus développés depuis quelques années dans différentes villes à travers le monde. Ils constituent un apport d’informations aux réseaux routiers grâce à la mise en place de communications entre ses constituants : principalement les véhicules, mais aussi certaines infrastructures de bords de routes liées directement aux automobilistes (feux de circulation, parcomètres, infrastructures spécialisées pour les VANETs et bien d’autres). L’ajout des infrastructures apporte un support fixe à la dissémination des informations dans le réseau. Le principal objectif de ce type de réseau est d’améliorer la sécurité routière, les conditions de circulations, et d’apporter aux conducteurs et aux passagers quelques applications publicitaires ou de divertissement. Pour cela, il est important de faire circuler l’information de la manière la plus efficace possible entre les différents véhicules. L’utilisation des infrastructures pour la simulation de ces réseaux est bien souvent négligée. En effet, une grande partie des protocoles présentés dans la littérature simulent un réseau ad-hoc avec des noeuds se déplaçant plus rapidement et selon une carte définie. Cependant, ils ne prennent pas en compte les spécificités même d’un réseau véhiculaire mobile. Le routage de l’information dans les réseaux véhiculaires mobiles utilise les infrastructures de façon certes opportuniste, mais à terme, les infrastructures seront très présentes dans les villes et sur les autoroutes. C’est pourquoi nous nous sommes concentrés dans ce mémoire à l’étude des variations des différentes métriques du routage de l’information lors de l’ajout d’infrastructures sur une autoroute avec l’utilisation du protocole de routage AODV. De plus, nous avons modifié le protocole AODV afin d’obliger les messages à emprunter le chemin passant par les infrastructures si celles-ci sont disponibles. Les résultats présentés sont encourageants, et nous montrent qu’il est important de simuler les réseaux VANETs de manière complète, en considérant les infrastructures.

Impacto das campanhas publicitárias contra o tabagismo no comportamento do consumidor

Todos os anos, milhares de pessoas morrem vítimas de doenças causadas pelo consumo de produtos derivados do tabaco, este é considerado a principal causa de morte evitável. O tabaco também colabora com as seis das oito principais causas de mortes entre fumantes e não fumantes a nível mundial. Algumas medidas governamentais como as campanhas publicitárias antitabagistas, buscam alertar, conscientizar e mudar o pensamento e o interesse coletivo neste tipo de produto e consequentemente, diminuir a taxa de consumo. Avaliar se as crenças, pensamentos e atitudes dos brasileiros são influenciados por este tipo de publicidade e se o comportamento relacionado a não fumar ou deixar de fumar é uma consequência da persuasão das mensagens antitabagistas, ajudam a conhecer o real impacto destas campanhas e sua eficácia. Através dos métodos de investigação quantitativo e qualitativo e das análises extensiva e semiótica, a pesquisa inquiriu 272 indivíduos brasileiros à respeito das advertências sanitárias e das campanhas publicitárias antitabagistas, classificando-os como não fumantes, ex-fumantes e fumantes, identificando os elementos visuais e textuais que compõem a narrativa publicitária de 5 anúncios antitabagistas. Após a análise, a pesquisa concluiu que as campanhas publicitárias coordenadas pelo INCA – Instituto Nacional de Câncer, denominadas campanhas antitabagistas, são eficazes para alertar e conscientizar os indivíduos sobre os males causados pelo consumo do cigarro mas ineficazes para influenciar suas atitudes e comportamentos. Embora estas consigam persuadir à crença nas mensagens, fazendo com que os indivíduos as vejam como verdadeira, isto não é suficiente para que a intenção de deixar de fumar torne-se um ato prático. Todos os anúncios possuem o mesmo formato e a maioria utilizou o mesmo percurso visual, equilíbrio, enquadramento, luz, ângulo e função do personagem. Todos possuem textos com funções identificadora, ancoragem e apoio e a narrativa conota o cigarro como algo negativo, prejudicial, mortífero e destruidor.

O efeito da música na relação entre marca e consumidor

Dissertação apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.