Measuring Effectiveness of Marketing Message: The Role of Verbal, Visual and Brand Elements

The aim of this paper is to study the role of verbal, visual and brand elements while meas-uring effectiveness of marketing message. The thesis is written in the context of mobile gaming industry. The object of the study is marketing message. To achieve the aim, the main research question was formulated: How do the elements of marketing message, such as verbal, visual and brand, affect the consumer’s attitude toward the ad, emotional response and attention capture? The theory development chapter lays on three corner stones – analysis of previous litera-ture on marketing message and its elements, namely verbal, visual and brand; overview of literature on attitude formation and particularly attitude toward the ad. In addition, investiga-tion of key points of emotional response and attention capture literature finalizes the chap-ter. The empirical part consists of experiment, conducted with 27 participants. Experiment includes the self-report semantically anchored scale, measuring the attitude toward the ad, as well as autonomic measures – eye tracking (attention capture) and facial expressions (emotional response). The results of the experiment showed that the size of the brand element – the logo – has an effect on the attention capture and the overall attitude toward the ad. The bigger the logo, the more time people spend viewing it, and they realise the message is more educa-tional and factual. The measure related to the visual element – the visual complexity – in-creases the intensity of participant’s facial expression. While the measure of verbal ele-ment – the contrast between text and background colours – leads to a better attitude to-ward the ad. The higher the contrast between text and background, the more known the message appears to the viewer.

Aspectos linguístico-ergonômicos em rótulos: avaliação da linguagem verbo-visual de rótulos de embalagens para alimentos achocolatados

We have been living in a world of packed products. The package and the labels support the companies to communicate with the customers in addition to give protection, storage and convenience in proportion to the products that move in the price list. The labels mainly add up a value which helps the companies differ their products and increase the value of the brands among the final customers. However, the information given in the label are not clear sometimes. It displays a verbal-visual defective language resulted from a poor visibility, legibleness and comprehensibleness of the verbal and visual marks. The aim of this research is to verify, according to the costumers‟ view, the level of the clarity in the informative texts, harmony and ergonomic conformity of the package labels in the chocolate powder of the Claralate brand, considering the linguistic aspects presented on the labels. The criteria to evaluate the chocolate package selected were based on the linguistic field: the organization and the structure of the text derided from the classification of the textual genre; the clarity and the comprehension of the language utilized on those labels. From the ergonomic view, the informative and ergonomic conformity, based on the following requirements: legibility, symbols, characters, reading fields and intermission of the written lines. Therefore, the research done july 2007 and added july 2011 had a structured questionnaire in the interview put to the 118 customers of the chocolate package that go shopping in one of the two supermarkets in Floriano, Piauí São Jorge and/or Super Quaresma. The main results of the investigation show that the linguistic aspects in the informative texts of the labels provide the customers‟ expectancy partially, while the consideration of the informative ergonomic analyzed can contribute to the improvement of the information and consequent visual progress of those, on the labels of chocolate package investigated. As recommendation towards the maker of the product, the outcome of the research indicates: harmonize the proportion of the letters and numbers; enlarge the letters size; make the visual information more comprehensive determined by the reading field; put the expiry date in a better visual place

Milton a poem in 2 books: influência e afluência na linguagem poético-visual de William Blake

Sob a influência de seu predecessor mais forte, John Milton, o poeta, pintor e gravurista William Blake reage a essa influência incorporando-a dinamicamente à sua poesia. Porém, a reação à influência poética é mais abrangente que a incorporação do Paradise Lost, de John Milton, ao seu poema Milton: a Poem in Two Books e conduz o autor a criar uma linguagem poética na qual as referências extratextuais verbais e visuais são transferidas, por meio de metalinguagem, para o interior do próprio poema. Sem referências claras para ajudá-lo, o leitor é induzido a criar suas referências subjetivas e dar sentido ao texto, transformando-se, assim, de leitor passivo, em leitor/criador ativo. Palavras-chave: William Blake; iluminuras; John Milton; influência; reação; sistema verbal/visual.

Museu e escola : espaços de sentidos

Esta pesquisa procurou compreender como o Museu de Arte do Espírito Santo (MAES) atua na produção de sentidos dos estudantes, a partir das relações estabelecidas com a escola, e, nesse proceder, como o museu compreende a arte e a escola como destinatária de suas ações. Os sujeitos da pesquisa foram 98 crianças, do 5º ano do Ensino Fundamental I, de uma escola privada de Vitória. A pesquisa teve como corpus os discursos verbo-visuais produzidos pelas crianças nessa relação museu e escola, bem como as performances discursivas do Programa de Ação Educativa do Museu, no que concerne à formação de educadores e ao programa ciclo de palestras. Como metodologia de pesquisa, utilizou-se o estudo exploratório, e o aporte teórico foi a semiótica discursiva. A coleta de dados ocorreu no museu e na escola. No Museu, a partir de eventos que nortearam a exposição “Meu País Tropical”, da artista alemã, Heidi Lieberman, e das ações educativas propostas pelo MAES; na Escola, com o mapeamento inicial para compreender como e quais os sentidos eram apontados pelas crianças quanto ao conhecimento delas sobre a arte e sobre um museu de arte (antes da realização de sua primeira visita a esse espaço, o que elas sabem e qual a compreensão que elas têm da arte), bem como, nas produções plásticas e verbo-visuais produzidas por elas após a visita à instituição museal. Os resultados da pesquisa apontam que a metodologia analítica da semiótica discursiva contribuiu, de forma significativa, para desvelar os sentidos apontados pelas crianças no museu e na escola. Por meio dos discursos verbo-visuais produzidos por elas, compreendeu-se que uma educação pelo sensível, em consonância com relações de bons encontros no museu e na escola, pode propiciar uma experiência singular e significativa, que aguce a sensibilidade e reencante a educação.

De la réception filmique à la participation ludique : prolégomènes d’une étude sur l’énonciation vidéoludique

Ce mémoire étudie la dynamique communicationnelle et interactionnelle entre un joueur et un système de jeu par l’entremise des théories de l’énonciation et de la cognition. Par une analyse des jeux vidéo d’horreur en perspective à la première personne, il s’agit de conceptualiser une spirale heuristique de l’énonciation à partir des principes théoriques du Cycle Magique (Arsenault et Perron, 2009). Le propos se focalise sur la manière dont le joueur expérimente et traite les propositions ludiques et les propositions ludodiégétiques. L’intérêt est d’observer comment la valeur réflexive des marques de jeu et des marques de jouabilité sert à départager des relations d’attribution entre des formulations énonciatives (textuelles, verbales, visuelles, sonores ou procédurales) et des agents énonciatifs. Cette recherche rend compte, d’une part, de la gestion cognitive des faits énonciatifs et, d’autre part, de la modulation de leurs valeurs d’immédiateté-hypermédiateté et de leurs rapports de liaison/déliaison avec les agents énonciatifs. Il est expliqué que cette activité cognitive du joueur dirige la schématisation d’attitudes interactionnelles servant à structurer la signification – ludique ou narrative – des propositions ludiques générées au cours de l’activité de jeu. L’analyse cible des processus de mise en phase performative et de mise en phase méta-systémique ludique permettant la détermination de vecteurs d’immersion. En fonction du caractère d’opacité ou de transparence des vecteurs, il est question d’indiquer comment la posture d’expérience du joueur oscille entre un continuum immersif qui polarise une expérience systémique et une expérience diégétisée.

Impact on the quality of learning as a result of the use of computers in schools

The educational software and computer assisted learning has been used in schools to promote the interest of students in new ways of thinking and learning so it can be useful in the reading learning process. Experimental studies performed in preschool and school age population have shown a better yield and a positive effect in reading, mathematics and cognitive skills in children who use educative software for fi fteen to twenty minutes a day periods. The goal of this study was to evaluate the progression in verbal, visual-motor integration and reading skills in children who were using educational software to compare them with a group in traditional pedagogic methodology. Results: All children were evaluated before using any kind of pedagogic approach. Initial evaluation revealed a lower–age score in all applied test. 11% of them were at high risk for learning disorders. There was a second evaluation that showed a significant positive change compared with the fi rst one. Nevertheless, despite some items, there were no general differences comparing the groups according if they were using or not a computer. In conclusion, policies on using educational software and computers must be revaluated due to the fact that children in our public schools come from a deprived environment with a lack of opportunities to use technologies.

Entrevista como recurso metodol??gico

Se presenta una actividad que trata de transmitir al alumnado que el lenguaje no es s??lo una tarea de clase, sino que es una materia viva e interactiva, que se puede utilizar, moldear, y jugar con ??l, que a trav??s de ??l podemos comunicarnos y podemos recibir y transmitir informaci??n en actos de comunicaci??n en los que intervienen elementos como: verbal, visual, escrito y gestual,... que con el lenguaje se pueden hacer muchas cosas, entre ellas una entrevista.

O telejornal como ato de presença: um estudo da dimensão sensível no Jornal Nacional

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Fazendo retratos e experimentos: a performance da linguagem em Lygia Bojunga

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

A caridade é, em tudo, a regra de proceder: análise do discurso espírita kardecista

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Cinema hollywoodiano no século XXI: o ritmo em abordagem semiótica e os filmes mais vistos de 2001 a 2010

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

A aprendizagem do desenho e da escrita: uma experiência com ideogramas japoneses no ensino fundamental

The aim of this paper is to gather research information and studies posted about the importance of social environment in the development of symbolic systems on children. Languages verbal, visual and written are interrelated representation systems, although each one has its own characteristics and elements. The objective of this paper is to elucidate the importance of linking the various existing types of language and therefore the importance of a coordinate approach also in the teaching-learning situations of these systems. The work also intends to disclose how thin is the line that separates writing of drawing, both of them as representative systems. As well as to show how visual information and language are intrinsically linked as thought happens by the connections between them. The work includes the report of an activity with Japanese ideograms done in the author's teacher's training at formal education. It also approaches pictographic, creative and poetic aspects of ideograms that brings up new ways of thinking and representing symbolically just like the methods of artistic language

A aprendizagem do desenho e da escrita: uma experiência com ideogramas japoneses no ensino fundamental

The aim of this paper is to gather research information and studies posted about the importance of social environment in the development of symbolic systems on children. Languages verbal, visual and written are interrelated representation systems, although each one has its own characteristics and elements. The objective of this paper is to elucidate the importance of linking the various existing types of language and therefore the importance of a coordinate approach also in the teaching-learning situations of these systems. The work also intends to disclose how thin is the line that separates writing of drawing, both of them as representative systems. As well as to show how visual information and language are intrinsically linked as thought happens by the connections between them. The work includes the report of an activity with Japanese ideograms done in the author's teacher's training at formal education. It also approaches pictographic, creative and poetic aspects of ideograms that brings up new ways of thinking and representing symbolically just like the methods of artistic language

Minería de Datos usando Metaplasticidad Artificial en la Rehabilitación Cognitiva de Pacientes con Daño Cerebral

El propósito principal de esta investigación es la aplicación de la Metaplasticidad Artificial en un Perceptrón Multicapa (AMMLP) como una herramienta de minería de datos para la predicción y extracción explícita de conocimiento del proceso de rehabilitación cognitiva en pacientes con daño cerebral adquirido. Los resultados obtenidos por el AMMLP junto con el posterior análisis de la base de datos ayudarían a los terapeutas a conocer las características de los pacientes que mejoran y los programas de rehabilitación que han seguido. Esto incrementaría el conocimiento del proceso de rehabilitación y facilitaría la elaboración de hipótesis terapéuticas permitiendo la optimización y personalización de las terapias. La evaluación del AMMLP se ha realizado con datos proporcionados por el Institut Guttmann. Los resultados del AMMLP fueron comparados con los obtenidos con una red neuronal de retropropagación y con árboles de decisión. La exactitud en la predicción obtenida por el AMMLP en la subfunción cognitiva memoria verbal-visual fue de 90.71 %, resultado muy superior a los obtenidos por los demás algoritmos.