Carling Red Cap Poster

Poster from the 1960s campaign "Carling Red Cap Ale Society"

Pour boire il faut vendre : les publicités de bière au Québec dans les années 1920 et 1950

Ce mémoire s’intéresse aux campagnes publicitaires de bière diffusées dans divers journaux et magazines dans les années 1920 et 1950 au Québec, deux périodes d’après-guerre marquées par la prospérité économique et le développement de la consommation de masse. Cette étude comparative vise à faire ressortir l’évolution dans les représentations de la bière et les stratégies utilisées par les publicitaires pour la mettre en valeur afin de la rendre plus légitime dans la société. En plus de dégager les différents discours utilisés par les publicitaires pour mieux vendre ce produit, nous montrons que les thèmes et stratégies retenus sont directement influencés par les valeurs, les idées, les normes et le contexte législatif de la société québécoise pour chaque période étudiée. Nous soutenons d’ailleurs l’hypothèse selon laquelle le genre, mais plus particulièrement le discours dominant sur la masculinité, a fortement influencé la construction des campagnes publicitaires lors des deux périodes étudiées; la culture de l’alcool, mais plus particulièrement celle de la bière, est un bastion masculin qui tend à résister à l’intégration des femmes et de la féminité.

Offensive advertising, public policy, and the law: the rulings on the Zagorka case

This paper examines the case of a controversial beer advertisement which was promulgated in Bulgaria in 2001, and which provoked eight lawsuits against the brewery, its advertising agency, and the Bulgarian National Television. The case set a precedent in Bulgaria and generated considerable public interest and debate. To the best of the authors’ knowledge this is the first case in Eastern Europe when individuals have challenged companies in the courts of law because of offence caused by an advertisement. The present study discusses how the public bodies responsible for protecting consumer interests and the courts of first instance assessed the advertisement in the context of Bulgarian public policy regarding offensive advertising.

Joking apart: humour in advertising and its translation are a serious matter

Through the analysis of some case studies, this thesis aims at exploring translation strategies of humour in advertising. Every day we are surrounded by advertising material which prompts us to buy a certain product. Consequently, translation in this field takes on an importance that goes beyond mere linguistic rendition: the quality of the translation may have economic consequences for the underlying company. To this peculiar situation, some advertisements show an even more specific feature on which this study focuses: humour. Humour in advertising is a rather recent strategy with the great advantage of attracting attention and ensuring a greater impact on potential consumers. As a result, translating humour in advertising becomes an operation to be carried out with great awareness: first of all, it is necessary to know the culture (and not only the language) of the audience to which the advertisement is addressed, in order to preserve the humorous effect and avoid introducing offensive elements, one of the risks that will be discussed in the paper. This thesis begins with a theoretical section, which is divided into four chapters devoted respectively to the history and language of advertising, the history and theories of humour, humour as a strategy in advertising, and the translation of humour in advertising (with particular reference to examples of creative translations that demonstrate a mastery of the language and knowledge of the target culture). The analytical section is entrusted to the fifth chapter, which is dedicated to the analysis of humour-based advertising material. In order to preserve the coherence of the case study, international advertising campaigns of only one product type (beer) were chosen.

A biosensor based on immobilization of lactate oxidase in a PB-CTAB film for FIA determination of lactate in beer samples

An amperometric lactate biosensor with lactate oxidase immobilized into a Prussian Blue (PB) modified electrode was fabricated. The advantage of using cetyltrimethylammonium bromide (CTAB) in the electrodeposition step of PB films onto glassy carbon surfaces was confirmed taking into account both the stability and sensitivity of the measurements. The biosensor was used in the development of a FIA amperometric method for the determination of lactate. Under optimal operating conditions (pH = 6.9, E = -0.1 V), the linear response of the method was extended up to 0.28 µmol L-1 lactate with a limit of detection of 0.84 mmol L-1. The repeatability of the method for injections of a 0.28 mmol L-1 lactate solution was 2.2 % (n = 18). The usefulness of the method was demonstrated by determining lactate in beer samples and the results were in good agreement with those obtained by using a reference spectrophotometric enzyme method.

High gravity batch and continuous processes for beer production: Evaluation of fermentation performance and beer quality

This study deals with two innovative brewing processes, high gravity batch and complete continuous beer fermentation systems. The results show a significant influence of the variables such as concentration and temperature on the yield factor of the substrate into ethanol and consequently on the productivity of the high gravity batch process. The technological feasibility of continuous production of beer based on yeast immobilization on cheap alternative carriers was also demonstrated. The influence of process parameters on fermentation performance and quality of the obtained beers was studied by sensorial analysis. No significant difference in the degree of acceptance between the obtained products and some traditional market brands was found. (c) 2008 Institute of Chemistry, Slovak Academy of Sciences.

Banana as Adjunct in Beer Production: Applicability and Performance of Fermentative Parameters

Traditionally, the raw materials for beer production are barley, hops, water, and yeast, but most brewers use also different adjuncts. During the alcoholic fermentation, the contribution of aroma compounds from other ingredients to the final beer flavor depends on the wort composition, on the yeast strain, and mainly on the process conditions. In this context, banana can also be a raw material favorable to alcoholic fermentation being rich in carbohydrates and minerals and providing low acidity. In this work, the objective was to evaluate the performance of wort adjusted with banana juice in different concentrations. For this, static fermentations were conducted at 15 degrees C at pilot scale (140 L of medium). The addition of banana that changed the concentration of all-malt wort from 10 degrees P to 12 and 15 degrees P were evaluated (degrees P is the weight of the extract or the sugar equivalent in 100 g solution, at 20 degrees C). The results showed an increase in ethanol production, with approximately 0.4 g/g ethanol yield and 0.6 g/L h volumetric productivity after 84 h of processing when concentrated wort was used. Thus, it was concluded that banana can be used as an adjunct in brewing methods, helping in the development of new products as well as in obtaining concentrated worts.

OPTIMIZATION OF THE TREATMENT PROCESS FOR RESIDUAL WATER FROM A BEER INDUSTRY

The optimization of the treatment process for residual waters from a brewery operating under the modality of an anaerobic reactor and activated sludge combination was studied in two phases. In the first stage, lasting for six months, the characteristics and parameters of the plant operation were analyzed, wherein a diversion rate of more than 50% to aerobic treatment, the use of two aeration tanks and a high sludge production prevailed. The second stage comprised four months during which the system worked under the proposed operational model, with the aim of improving the treatment: reduction of the diversion rate to 30% and use of only one aeration tank At each stage, TSS, VSS and COD were measured at the entrance and exit of the anaerobic reactor mid the aeration tanks. The results were compared with the corresponding design specifications and the needed conditions were applied to reduce the diversion rate towards the aerobic process through monitoring the volume and concentration of the affluent, while applying the strategic changes in reactor parameters needed to increase its efficiency. A diversion reduction from 53 to 34% was achieved, reducing the sludge discharge generated in the aerobic system from 3670mg TSS/l. with two aeration tanks down to 2947mf TSS/l using one tank keeping the same relation VSS:TSS (0.55) and an efficiency of total removal of 98% in terms of COD.