Qual a relevância das celebridades na publicidade?

Esta dissertação tem por objectivo, estudar a relevância das celebridades em publicidade. A Publicidade tem um papel muito importante na sociedade em que vivemos. Desde sempre que foi um tema que me despertou muito interesse, assim como, as estratégias nela inseridas. A presença de celebridades em anúncios publicitários é uma prática muito comum para promover produtos e marcas. Com esta investigação tenho por objectivo perceber qual a relevância das celebridades em anúncios publicitários. Para tal recorri ao uso da escala da autora Roobina Ohanian que mede a credibilidade, atractividade e perícia destas fontes em anúncios. Através desta escala conseguimos estudar a interpretação do público à presença de celebridades na publicidade. O que, através dos estudos aplicados percebeu-se que a sua presença na publicidade é relevante.

Central Europeans towards Integration with the European Union: A Study of Public Opinion, Social Attitudes and National Identities

Since the turbulence of 1989, the countries of Central and Eastern Europe have striven to "return to Europe". Agreements have been signed with ten post-communist countries, beginning in 1991 with Czechoslovakia (before its division), Hungary and Poland. Since that time several countries have expressed a desire to become members of the EU. In 1997 the European Commission announced its opinion on the applications for EU membership of the Czech Republic, Hungary, Poland, Slovakia, and seven other applicant countries. The Commission recommended the commencement of negotiations on accession with the Czech Republic, Estonia, Hungary, Poland, and Slovenia. Mr. Kucia's report, presented in the form of a series of manuscripts totalling 91 pages, written in English and Polish and including many pages of tables and graphs, presents the results of a study of public opinion on European integration in four countries of Central Europe (CE): the Czech Republic (CZ), Hungary (H), Poland (PL), and Slovakia (SK). The research results are primarily based on a public-opinion survey known as the Central and Eastern Eurobarometer (CEEB). CEEB has been conducted on behalf of the European Commission in the Central and Eastern European countries each year in autumn since 1990. Below is a very small selection of Mr. Kucia's research findings. Throughout the 90s people in the four countries increasingly saw their countries' future tied up with the EU, since economic and political connections to the EU were growing and prospects for EU membership were increasing. Regional co-operation within CE did not gain much popular recognition. However, initially high levels of enthusiasm for the EU were gradually superseded by a more realistic approach or even scepticism. Poland was the exception in this respect; its population was more positive about the EU in 1996 than ever before. Mr. Kucia concludes that, since the political "elites" in CE are more positive about the EU than the people they serve, they should do their best to bring people round to their beliefs, lest the project of European integration become purely the business of the elites, as Mr. Kucia claims it has been in the EU up till now. He accuses the governments of the region, the EU authorities and the media of failing to provide appropriate information, especially about the two subjects which most affect them, association with the EU and the PHARE assistance programme. Respondents were asked to rank in order the countries or regions they saw their country's future most closely tied up with. In the period 92-96 the EU received the highest ratings in all of CE. The ratings were highest in CZ in 92 and 93 (46%) and in Poland in 96 (46%). They were the lowest in Hungary (22% in 94). After the EU came "Other Western European countries (non EU)", that is Austria, Sweden and Finland (before they joined the EU in 1995), Switzerland and Norway. Mr. Kucia puts the high ratings of these countries down to historical connections and geographical proximity, particularly in the case of Austria. The USA always came second in Poland, and in Hungary too its standing has always been higher than in CZ or SK. Indeed Mr. Kucia suggests that the USA's standing is disproportionately low in especially the CZ. Germany was nominated frequently by Hungarians, though in the CZ and SK, figures have been consistently low (1-2%). "Other CE/EE countries" increased their ratings in all of CE except Poland between 92 and 96. With regard to these last figures, Mr. Kucia makes an interesting note. Assuming that for the respondents in the four countries this category covered the Visegrad 4, least support was found in Poland, whose government was the most in favour of close political co-operation within the V4, while most support was in evidence in CZ and SK, for whose governments V4 was simply not a priority. Again, there is evidence of a divide between the political elites and the people. Russia has occupied a consistently modest rank. It was the highest in PL, fairly low in H and SK and the lowest in CZ. The Slovak government's policy of closer ties with Russia is reflected in a growth in the figures from 2% in 93 to 6% in 95. Every year the spontaneous answer "we should depend on ourselves" appeared, which Mr. Kucia interprets as either a sign of isolationism and disillusionment or as a call for self-reliance. Unfortunately he regards both these tendencies as unfeasible in the uniting Europe. Moving to more general conclusions, Mr. Kucia finds that the concept "Central Europe" does not have much meaning for Central Europeans. He believes that this is probably due to the failure to establish a viable regional co-operation network. Group discussions also revealed that people thought themselves European as a consequence of being Czech or Polish etc. Thus European identity is based on national identities. Generally within the surveyed period, the numbers of those who said they often think themselves European decreased, while the numbers of those who said they never think themselves European increased from 41% in PL, 36% in CZ, and 30% in H in 1990, to 67% in CZ, 58% in PL, and 51% in H in 1995.

Logic of Facts; or, The Conduct of Wm. Rawle towards N.G. Dufief, arraigned before the Tribunal of Public Opinion.

Mode of access: Internet.

Marketing to change public opinion on climate change : a case study

Corporate advertisers spend far greater budgets than any social marketing campaign and have great potential to change public opinion on the urgent need for action on climate change. However “green-washing” has become a widespread practice by companies that wish to appear to be socially responsible without a genuine commitment and consumers can be very cynical about green marketing campaigns. Can companies be climate change advocates and still satisfy shareholders? This paper offers a case study on an Australian insurance company that argues it can make money from doing the right thing.

Sentencing and public confidence : results from a national Australian survey on public opinions towards sentencing

This paper examines the critical issue of public confidence in sentencing, and presents findings from Phase I of an Australia-wide sentencing and public confidence project. Phase I comprised a nationally representative telephone survey of 6005 participants. The majority of respondents expressed high levels of punitiveness and were dissatisfied with sentences imposed by the courts. Despite this, many were strongly supportive of the use of alternatives to imprisonment for a range of offences. These nuanced views raise questions regarding the efficacy of gauging public opinion using opinion poll style questions; indeed the expected outcome from this first phase of the four phase sentencing and public confidence project. The following phases of this project, reported on elsewhere, examined the effects of various interventions on the robustness and nature of these views initially expressed in a standard ‘top of the head’ opinion poll.

Automated speed enforcement in Australia : recent examples of the influence of public opinion on program sustainability

In Australia, speeding remains a substantial contributor to road trauma. The National Road Safety Strategy (2011-2020) highlighted the need to harness community support for current and future speed management strategies. Australia is known for intensive speed camera programs which are both automated and manual, employing covert and overt methods. Recent developments in the area of automated speed enforcement in Australia help to illustrate the important link between community attitudes to speed enforcement and subsequent speed camera policy developments. A perceived lack of community confidence in camera programs prompted reviews in New South Wales and Victoria in 2011 by the jurisdictional Auditor-General. This paper explores automated speed camera enforcement in Australia with particular reference to the findings of these two reports as they relate to the level of public support for and community attitudes towards automated speed enforcement. It also provides comment on the evolving nature of automated speed enforcement according to previously identified controversies and dilemmas associated with speed camera programs.

The Citizen’s Round Table process : canvassing public opinion on energy technologies to mitigate climate change

This study draws on communication accommodation theory, social identity theory and cognitive dissonance theory to drive a ‘Citizen’s Round Table’ process that engages community audiences on energy technologies and strategies that potentially mitigate climate change. The study examines the effectiveness of the process in determining the strategies that engage people in discussion. The process is designed to canvas participants’ perspectives and potential reactions to the array of renewable and non-renewable energy sources, in particular, underground storage of CO2. Ninety-five people (12 groups) participated in the process. Questionnaires were administered three times to identify changes in attitudes over time, and analysis of video, audio-transcripts and observer notes enabled an evaluation of level of engagement and communication among participants. The key findings of this study indicate that the public can be meaningfully engaged in discussion on the politically sensitive issue of CO2 capture and storage (CCS) and other low emission technologies. The round table process was critical to participants’ engagement and led to attitude change towards some methods of energy production. This study identifies a process that can be used successfully to explore community attitudes on politically-sensitive topics and encourages an examination of attitudes and potential attitude change.

Media coverage outside the courtroom : public opinion of restrictions imposed on news journalists and psychological effects on crime victims

Comme les études sur la couverture médiatique ont démontré qu’elle influence pratiquement toute personne qu’elle touche, des consommateurs aux jurés aux témoins, les deux études de cette thèse doctorale ont respectivement examiné l’opinion du public sur l’imposition de restrictions sur les médias dans les palais des justices et l’impact de la couverture médiatique sur la santé mentale des victimes de crime. Le gouvernement québécois a récemment introduit des restrictions sur les médias dans les palais de justice afin de minimiser l’influence des journalistes et des caméramans. Bien que l’affaire a atteint la Cour suprême du Canada, une étude préliminaire a trouvé que le public est largement favorable à ces restrictions (Sabourin, 2006). La première partie de cette thèse doctorale cherchait à approfondir ce sujet avec un échantillon plus représentatif de la population. Deux cent quarante-trois participants comprenant six groupes expérimentaux ont rempli des questionnaires mesurant leur opinion de ces restrictions. Les participants ont été divisé en deux conditions expérimentales où ils ont visionné soit des clips audiovisuels démontrant une atmosphère de débordement dans des palais de justice ou des clips plutôt calmes. Un troisième groupe n’a visionné aucun clip audiovisuel. De plus, il y avait deux versions du questionnaire ayant 20 items où les questions ont été présenté en sens inverse. L’étude a trouvé qu’une grande majorité des participants, soit presque 79 pourcent, ont supporté la restriction des médias dans les palais de justice. Il est intéressant de noter qu’un des groupes n’a pas supporté les restrictions – le groupe contrôle qui a lu les énoncés supportant l’absence des restrictions en premier. La deuxième composante de cette thèse doctorale a examiné l’impact des médias sur les victimes de crime. De nombreuses études expérimentales ont démontré que les victimes de crime sont particulièrement susceptibles à des problèmes de santé mentale. En effet, elles ont trois fois plus de chances de développer un trouble de stress post-traumatique (TSPT) que la population générale. Une étude a confirmé cette conclusion et a trouvé que les victimes de crimes qui avaient une impression plutôt négative de leur couverture médiatique avaient les taux les plus élévés de TSPT (Maercker & Mehr, 2006). Dans l’étude actuelle, vingt-trois victimes de crimes ont été interviewé en utilisant une technique narrative et ont complété deux questionnaires mésurant leur symptômes du TSPT et d’anxiété, respectivement. Une grande proportion des participantes avaient des symptômes de santé mentale et des scores élévés sur une échelle évaluant les symptômes du TSPT. La majorité des narratives des participants étaient négatives. Les thèmes les plus communs incluent dans ces narratives étaient l’autoculpabilisation et une méfiance des autres. La couverture médiatique ne semblaient pas être liée à des symptômes de santé mentale, quoique des facteurs individuels pourraient expliquer pourquoi certains participants ont été favorables envers leur couverture médiatique et d’autres ne l’été pas. Les résultats de ces deux études suggèrent que le public approuve la restriction des médias dans les palais de justice et que des facteurs individuels pourraient expliqués comment la couverture médiatique affecte les victimes de crime. Ces résultats ajoutent à la littérature qui questionne les pratiques actuelles qu’utilisent les médias.

Political Depolarization in German Public Opinion, 1980–2010

Little is known about political polarization in German public opinion. This article offers an issue-based perspective and explores trends of opinion polarization in Germany. Public opinion polarization is conceptualized and measured as alignment of attitudes. Data from the German General Social Survey (1980 to 2010) comprise attitudes towards manifold issues, which are classified into several dimensions. This study estimates multilevel models that reveal general and issue- as well as dimension-specific levels and trends in attitude alignment for both the whole German population and sub-groups. It finds that public opinion polarization has decreased over the last three decades in Germany. In particular, highly educated and more politically interested people have become less polarized over time. However, polarization seems to have increased in attitudes regarding gender issues. These findings provide interesting contrasts to existing research on the American public.

Public opinion, social cohesion and the politics of immigration in South Korea

This article analyses public opinion in order to explore the politics of immigration in South Korea. It argues that there are divergent views about immigration and the obligations of the host society to accommodate migrants. Younger, better-educated citizens are representative of a majority that has a generally positive view of immigrants and immigration. A sizeable minority of older and less well-educated citizens, however, is warier of immigration and its effects on South Korean society. Men were more likely than women to have a positive view of immigration, but the differences along gender lines were small. The article also finds that attitudes towards immigration depend to a significant degree on how migrants are described. It thereby highlights the possibility that South Korea’s leaders could use immigration for political gain while also seeking to attract new migrants in order to resolve the country’s economic and demographic problems.

Speed enforcement in Australia : a changing policy landscape shaped by public opinion

- Speeding and crash involvement in Australia - Speed management in Australia - Jurisdictional differences - National Road Safety Strategy (2011-2020) - Auditor-General reviews of speed camera programs - The role of public opinion/feedback - Implications for speed management

Public acceptance towards congestion charge : a case study of Brisbane

This paper investigates public acceptance towards congestion charge in Australia by taking Brisbane as a case study. Public acceptance to congestion charge has often been investigated in the literature. However, few were in the context of an Australian city. This paper fills the gap. A face-to-face survey was conducted to solicit public opinions on the congestion charge, should a congestion charge scheme be implemented in the Brisbane City area. The survey data were analysed to pinpoint important factors relevant to people’s attitudes towards congestion charge and to measure their relationships. Main findings from our analysis are: (1) the residents’ attitudes towards congestion charge differ by genders and by user groups of transport modes; (2) for each of the three groups (i.e., the auto users, the transit riders, and the whole participants), a positive and stable correlation was found between a participant’s attitude towards congestion charge and the effectiveness of congestion charge on reducing traffic congestion. A negative and stable correlation was also found for all three groups between a participant’s attitude towards congestion charge and congestion charge’s negative impact on the attractiveness of working in the city; (3) the auto users tended to be more sceptical about the service capacity of existing transit systems in coping with extra passengers induced by the implementation of congestion charge; and (4) for people with high income, introducing the congestion charge may have no impact on their travelling to the city.

Measuring the effects of small group deliberation on public attitudes towards sentencing : benefits and challenges

This article reports on the outcomes of small group deliberations on levels of punitiveness and public confidence in the sentencing functions of Australian criminal courts, conducted as part of a larger project investigating public attitudes to sentencing. One hypothesis of the project as a whole was that a more informed and involved public is likely to be less punitive in their views on the sentencing of offenders, and to express less cynical views about the role of sentencing courts. The aim of the small group deliberations as part of the broader project was to engender a more thoughtful and considered approach by participants to issues around sentencing. It was hypothesised that the opportunity to discuss, deliberate and consider would lead to a measurable reduction in punitiveness and an increase in people’s confidence in the courts. While the results do indeed indicate such changes in attitudes, the current study also shed light on some of the conceptual, methodological and practical challenges inherent in this type of research.

Setting the agenda, influencing public opinion, and advocating for social change

This study seeks to contribute to the systematic explanation of journalists’ professional role orientations. Focusing on three aspects of journalistic interventionism – the importance of setting the political agenda, influencing public opinion and advocating for social change – multilevel analyses found substantive variation in interventionism at the individual level of the journalist, the level of the media organizations, and the societal level. Based on interviews with 2100 journalists from 21 countries, findings affirm theories regarding a hierarchy of influences in news work. We found journalists to be more willing to intervene in society when they work in public media organizations and in countries with restricted political freedom. An important conclusion of our analysis is that journalists’ professional role orientations are also rooted within perceptions of cultural and social values. Journalists were more likely to embrace an interventionist role when they were more strongly motivated by the value types of power, achievement and tradition.

Public opinion on useful languages in Europe

This article analyses the results of five Eurobarometer surveys (of 1995, 1997, 1998, 2000 and 2005) designed to measure which languages Europeans consider most useful to know. Most Europeans are of the opinion that English is the most useful, followed by French and German. During the last decade the popularity of French and German as useful languages has been decreasing significantly, while English has remained universally favoured as the most useful language. French and German have lost their popularity especially among those who do not speak them as a foreign language. On the other hand, Spanish, Russian and other languages (often these include languages of neighbouring countries, minority languages or a second official language of the country in question) have kept and even increased their former level of popularity. Opinions about useful languages vary according to a respondent’s knowledge of languages, education and profession. This article analyses these differences and discusses their impact on the study of foreign languages and the future of the practice of foreign languages in Europe.