906 resultados para Humor na propaganda


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Dissertação apresentada ao Programa de Pós-graduação da Universidade Municipal de São Caetano do Sul como requisito parcial para a obtenção do título de Mestre em Comunicação

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Quando as pessoas estão felizes, tendem a avaliar produtos e serviços de uma maneira mais positiva. Esta parece ser o objetivo subjacente ao uso crescente do humor nos serviços: induzir um estado afetivo positivo. Há relatos de sucesso do seu emprego em hospitais, escolas e instituições de treinamento. A literatura corrobora esta prática de promover estados afetivos positivos no consumidor, pois as avaliações costumam ser congruentes com o estado afetivo. Entretanto, algumas vezes, o humor não apenas não consegue gerar uma atitude favorável como até potencializa atitudes negativas. O objetivo desta Tese é sugerir e testar variáveis moderadoras que possam explicar este comportamento. Os resultados mostraram que a Ameaça modera a relação entre Humor e Atitude Relativa ao serviço assim como a relação entre Humor e Desejo de Experimentar o serviço. Esta Tese também propôs como hipótese que a Credibilidade e a Familiaridade poderiam diminuir ou eliminar o efeito redutor da Ameaça sobre a avaliação dos serviços com humor. Esta hipótese não foi confirmada para Credibilidade nos experimentos realizados, mas confirmou-se para Familiaridade. Portanto, Familiaridade provou ser uma condição segura para fundamentar o serviço com humor.

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This thesis aims to evaluate whether humorous television commercials (TVCs) work for non-prescription drugs, known as “over-the-counter” (OTC). The construct humor in advertising is controversial since it involves complex and broad typology, and depends on the audience characteristics. Several studies within different product categories indicated that some consumer goods are better suited for humorous TVCs, while others, such as OTC drugs, may not take advantage from it. Paradoxically, drug announcers spend billions of dollars worldwide in humorous OTC ads. An experiment with real consumers was designed as between-and-within-subjects, to test three hypotheses. Sixty women were exposed to pairs of humorous and non-humorous TVCs, for each of the three drug categories (analgesics, vitamins, and laxatives). We used fictional brand names and real ads, and measured four dependant variables: attitude toward the advertising (AAD), attitude toward the brand (ABR), purchase intention (PI), and brand choice (BC), after subjects being exposed to manipulations of two independent variables: humorous vs. non-humorous TV commercials, for the drug categories. Conditional logit model confirmed that humor does not help to persuade respondents, whose choices, attitudes, and purchase intention were less favorable with humorous TVCs, in comparison to non-humorous executions. Future research is presented regarding marketing for pharmaceutical products.

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El presente artículo analiza el discurso que los principales diarios españoles dieron al referéndum por la independencia de Escocia, celebrado el 18 de septiembre de 2014, a través del humor gráfico. Mediante el Análisis Textual, el objetivo primordial de este estudio es examinar el tratamiento informativo que realizaron El País, El Mundo, ABC, La Razón, La Vanguardia y El Periódico por medio de sus viñetas de opinión. Esta investigación presenta un campo novedoso de análisis tanto en el tema, abriendo nuevas áreas de trabajo sobre el nacionalismo y el papel de los medios, como en la metodología, pues el examen del humor gráfico continúa siendo una asignatura pendiente en los estudios de comunicación.

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El desarrollo tecnológico y la expansión de las formas de comunicación en Colombia, no solo trajeron consigo grandes beneficios, sino también nuevos retos para el Estado Moderno. Actualmente, la oferta de espacios de difusión de propaganda electoral ha aumentado, mientras persiste un marco legal diseñado para los medios de comunicación del Siglo XX. Por tanto, este trabajo no solo realiza un diagnóstico de los actuales mecanismos de control administrativo sobre la propaganda electoral en Internet, sino también propone unos mecanismos que garanticen los principios de la actividad electoral, siendo esta la primera propuesta en Colombia. Por el poco estudio del tema, su alcance es exploratorio, se basa en un enfoque jurídico-institucional. Se utilizaron métodos cualitativos de recolección de datos (trabajo de archivo y entrevistas) y de análisis (tipologías, comparaciones, exegesis del marco legal), pero también elementos cuantitativos como análisis estadísticos.

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This thesis develops an understanding of how propaganda entered the realm of journalism and popular culture in the United States during World War I through an examination of materials created by the Committee on Public Information (CPI). The CPI was a US governmental propaganda organisation created during World War I to persuade the nation to mobilise for war. Three of its divisions were chosen for this study: the Division of News (DoN), the Division of Four Minute Men (FMM) and the Division of Pictorial Publicity (DPP). Chapter 1 provides a general context for the thesis, outlines the research questions and details previous research on the CPI. Chapter 2 outlines the methods of analysis for interpreting the case study chapters and provides contextual information. The case studies are presented in Chapters 3, 4 and 5. These chapters are structured in the order of context, medium and content, and contain historical contextual information about each particular division, medialogical aspects of its propagated form and thematic groupings created from close reading of CPI materials. A semiotic analysis in the Peircian tradition is also performed on visual forms of propaganda in Chapter 5. Chapter 6 discusses how the expectations of persuasion, truth and amusement relate to each other when mediated in culture, using Lotman’s concept of the semiosphere. This further develops an understanding of propaganda as a cultural system in relation to other cultural systems – in this case, journalism and popular culture. Chapter 7 provides conclusions about the study, outlines relative strengths and weaknesses regarding the selection and deployment of methods, makes recommendations for future research, and summarises the key contributions of the thesis.

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This article summarises a PhD dissertation of the same name. It develops an understanding of how propaganda entered journalism and popular culture in the United States during World War I through an examination of materials created by the Committee on Public Information (CPI). Three CPI divisions were studied: The Division of News, the Four Minute Men, and the Division of Pictorial Publicity. The methodology of archival contextualisation was created, bringing together the methods of close reading, discourse-historical contextualisation, and Piercian semiotics. A summary of relevant literature is interspersed with thematic historical developments that impacted the relationship between propaganda, journalism and popular culture. This review outlines a gap in knowledge about the archival materials as well as the relationship between propaganda, journalism and popular culture from this period. A discussion about how the expectations of persuasion, truth and amusement relate to each other when mediated in culture, using Lotman’s concept of the semiosphere further develops an understanding of propaganda as a cultural system in relation to other cultural systems – in this case, journalism and popular culture. Findings from the study include that the CPI created a transmedia war propaganda campaign, which enabled propaganda to successfully draw entertainment value from popular culture and credibility from journalism in order to influence public opinion.

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During the coverage of breaking news and broadcasts on social media, journalists and audiences alike share links, comments, and opinions in response to new developments. On Twitter, such content can gain increased visibility by receiving retweets from other users, through automated functions, or by manually republishing and modifying comments. This article studies tweeted coverage of the doping scandal involving Lance Armstrong in 2012 and 2013. Humorous framing is found to be popular in this discussion, and such comments experience different longevity to breaking news tweets. With these patterns come new opportunities for users to modify and appropriate punch lines in attempts to receive increased attention—and for the serendipitous creation of similar jokes—which raise questions of authorship and attribution.

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Dueños de un discurso contestatario y crítico, pero a la vez formativo y comprometido con el hombre trabajador como centro de sus proyectos, el principal objetivo del movimiento anarquista argentino fue impugnar, cuestionar y contradecir el discurso oficialista. Una de las tácticas que utilizaron los militantes libertarios fue la propaganda por el hecho o acción directa, como denominaremos los actos terroristas ácratas. Si bien en la Argentina encontramos una importante literatura libertaria con un lenguaje perturbador y radicalizado, los sucesos violentos fueron aislados, aunque no por ello dejaron de preocupar tanto a la clase dirigente como a la sociedad en general, que llegó a identificar al militante ácrata con un criminal y lo transformó en un problema de higiene y seguridad pública. Esta situación, sumada no sólo al tenor violento que caracterizó los conflictos laborales, sino también a las noticias nada tranquilizadoras que llegaban de Europa, donde una ola de atentados sacudió la opinión pública, provocaron un pánico exagerado en los distintos ambientes sociales. La consecuencia directa fue la celebración del Centenario en medio de una oleada de huelgas, protestas y con declaración del estado de sitio.

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[ES] Durante los pocos años del gobierno de Nerón la poesía bucólica latina experimenta un auge anormal y desarrolla una función propagandística particularmente clara. En este artículo se trata de reconstruir, a partir de textos que hasta ahora no se habían implicado debidamente en la cuestión (cuarta égloga de Virgilio, Apocolocyntosis de Séneca, etc.), las motivaciones inmediatas de este resurgir del género: la poesía bucólica de la época responde en parte a una invitación expresa que Séneca formula en un pasaje de su Apocolocyntosis donde, además, se impone como modelo la égloga cuarta de Virgilio, que proporciona símbolos congruentes con la ideología filohelena de la corte de Nerón y conlleva la identificación entre Augusto y Nerón.