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Para além dos objetos: as (de)formas do inconsciente no discurso publicitário e a formação de uma língua-objeto; Beyond the objects: the unconscious (de)forms in the advertising discourse and the language-object formation

Sarti, Milena Maria
Fonte: Biblioteca Digitais de Teses e Dissertações da USP Publicador: Biblioteca Digitais de Teses e Dissertações da USP
Tipo: Tese de Doutorado Formato: application/pdf
Publicado em 29/09/2011 PT
Relevância na Pesquisa
36.22%
Propomos discutir a relação da composição significante do discurso publicitário atual com a escritura do discurso capitalista, iluminando a forma pela qual balizadores sintáticos como os slogans encontram-se com balizadores do desejo no laço social perverso do capitalismo. Na relação que o discurso publicitário estabelece entre identidade e mercadoria, a existência de um mais além do objeto de consumo, como (de)forma ou estetização do objeto a/mais valia, indicia uma coincidência entre a construção fetichizada do corpo totalizante da mercadoria - correlativa da construção da totalidade fictícia do Outro - e a composição da imagem de unidade dos sujeitos como alguém que se faz por si e de si mesmo. Situando-nos frente a uma alteração histórica da relação do sujeito com a língua (campo do Outro), elaboramos que a cadeia de significantes foi transfigurada em cadeia de objetos de consumo, evidenciando uma relação obscura entre a ideologia do eu autônomo atualizada no consumo e a economia desejante dada através do que chamamos de língua-objeto, enquanto realização de um simbólico que oculta sua dimensão simbólica. Partindo da Psicanálise e da Análise do Discurso pêcheuxtiana, analisamos o tema de campanha "Brastemp You" e o slogan "Seja autêntico" e apreendemos um funcionamento intersubjetivo pautado pelo reconhecimento do saber gozar que o semblante fetichista engendra numa correlação gozo auto erótico e mercadológico. A exigência do gozar em público...

A propaganda de medicamentos no Brasil: Subsídios teóricos, reflexões críticas e contribuições para o estudo do tema; The Advertising of Medicines in Brazil: theoric bases, critical reflections and contributions to the study of this subject

Carminati, Mariana Carvalho
Fonte: Biblioteca Digitais de Teses e Dissertações da USP Publicador: Biblioteca Digitais de Teses e Dissertações da USP
Tipo: Dissertação de Mestrado Formato: application/pdf
Publicado em 16/12/2014 PT
Relevância na Pesquisa
36.3%
A atividade de promover medicamentos no Brasil surgiu com a instauração da Corte Portuguesa no país (Anvisa, 2008). A partir do século XIX, iniciaram-se articulações entre o poder médico-político-judiciário, representado pela Junta Central de Higiene, e o mercado de medicamentos. Mesmo diante dos esforços feitos para regulamentar a propaganda de medicamentos nota-se, por meio dos atuais índices de venda dos estabelecimentos farmacêuticos brasileiros, que este é um mercado em contínua expansão. Mais preocupante ainda, os indicadores de intoxicação e morte por ingestão de medicamentos apontam que o modo como os brasileiros fazem uso dos mesmos tem acarretado sérios riscos à saúde coletiva. Nesse sentido, esta pesquisa objetivou revisar referenciais teóricos pertinentes ao tema, analisar artigos científicos que o abordaram nos anos de 2003 a 2013, e responder às questões: Como estudar a propaganda de medicamentos no Brasil? Como contribuir para a formulação desse estudo? Assim, visamos a contribuir para a formulação de questões e estratégias de pesquisas futuras, enfocando o modo como o sujeito se coloca frente a esse tipo de propaganda. A revisão desta literatura especializada indicou que: a) a propaganda de medicamentos está inserida na modernidade e na pós-modernidade; b) nesses contextos...

Publicidade : o consumo e sua lingua; Advertising : the act of consuming and its language

Newton Guilherme Vale Carrozza
Fonte: Biblioteca Digital da Unicamp Publicador: Biblioteca Digital da Unicamp
Tipo: Tese de Doutorado Formato: application/pdf
Publicado em 14/04/2010 PT
Relevância na Pesquisa
36.27%
Este estudo tem como proposta refletir sobre os efeitos da publicidade no processo de subjetivação que caracteriza a forma-sujeito histórica contemporânea. Para tanto, procuramos articular os pressupostos teóricos e analíticos da Analise de Discurso que nos permitem pensar nessa forma-sujeito de direito se estruturando a partir das relações que se estabelecem dentro de uma formação ideológica capitalista. Nesse sentido, o consumo não pode ser tomado separadamente nessa relação, assim como a publicidade não deve ser pensada como um simples instrumento a ser por ele utilizada. Nessa incursão, é possível tomar o consumo como gesto, onde se articulam elementos históricos, políticos e simbólicos, capazes de inscreverem os sujeitos em determinadas formações discursivas no momento mesmo em que se constituem como consumidores de determinados produtos e não de outros. Esse deslocamento do olhar sobre o consumo possibilita se pensar as contradições latentes produzidas no funcionamento conjunto que se estabelece entre o consumo e a publicidade. Partindo disso, as análises demonstraram que se trata de tomar a publicidade em sua especificidade, como forma material que apresenta estruturas-funcionamentos próprios, que nos possibilitam formular a idéia de que ela se configura como a forma pela qual o consumo se diz...

"Machines to generate desire": Avant-garde Manifestos and Guerrilla Advertising

Hanna, Julian
Fonte: Centro de Estudos Anglísticos da Universidade de Lisboa Publicador: Centro de Estudos Anglísticos da Universidade de Lisboa
Tipo: Artigo de Revista Científica
Publicado em //2011 OTHER
Relevância na Pesquisa
36.25%
The association between the avant-garde and advertising is longstanding and bidirectional. Advertising, after all, is one of the “shocks” of modernity described by Walter Benjamin in his writings on Baudelaire. Avant-garde art reproduces the primary urban shock effects of crowds, advertisements, and other stimuli. The manifesto has always functioned as an advertisement for artistic movements, as for political and social ones. In this study I examine the relationship between the historical avant-garde and contemporary non-traditional or “guerrilla” advertising and marketing strategies. The term “guerrilla” is used as shorthand for a variety of new strategies of consumer engagement, particularly those using social networks. Each section is inspired by a key term adopted (or co-opted) from the language of advertising and marketing.

QUALITY VERSUS QUANTITY IN TELEVISED POLITICAL ADS

ATKIN, CHARLES K.; BOWEN, LAWRENCE; NAYMAN, OGUZ B.; SHEINKOPF, KENNETH G.
Fonte: Oxford University Press Publicador: Oxford University Press
Tipo: Artigo de Revista Científica Formato: text/html
EN
Relevância na Pesquisa
36.32%
Political candidates have relied increasingly on television advertising over the past decade, with expenditures by major office-seekers reaching $34 million in the 1970 campaigns.1 While a number of election analysts and advertising practitioners argue that these televised appeals have a major impart on the mass public, many social scientists feel that few voters are actually affected. This study examines how voters use political advertising, focusing on patterns of exposure and attention, information acquisition, and voting intentions.

The Fourth Branch of Government: The Role of Interest Groups, the Media, and Political Advertisements in Contemporary Health Policy Debates

Rabinowitz, Aaron
Fonte: Harvard University Publicador: Harvard University
Tipo: Thesis or Dissertation
EN_US
Relevância na Pesquisa
36.31%
The first part of this dissertation explores whether interest group-sponsored political advertising campaigns influence how journalists frame health policy debates. The paper employs propensity score matching techniques, media content analysis and a modified version of the Herfindahl-Hirschman Index to discern whether a prodigious and concentrated advertising campaign that aired during the health care reform debate under President Obama influenced newspaper coverage of the Affordable Care Act in markets that were exposed to the advertisements. The second part of the dissertation investigates public attitudes toward the various groups in the health care industry. It leverages data from an extensive public opinion survey conducted during the health care reform debate under President Obama, and employs survey weighted ordinal logistic regression models to understand public trust and confidence in a broad spectrum of interest groups, ranging from the American Medical Association to Blue Cross/Blue Shield to the U.S. Chamber of Commerce. The findings are particularly important and timely as the implementation battles surrounding the Affordable Care Act begin because citizens frequently take cues from interest group leaders to make sense of the political world...

Wahlwerbung - Ihr Anspruch und ihre Wirklichkeit im Bundestagswahlkampf 2002; Political marketing of elections - claim and reality at the election campaign of the Bundestag in 2002

Kießling, Daniel
Fonte: Universität Tübingen Publicador: Universität Tübingen
Tipo: ResearchPaper
DE_DE
Relevância na Pesquisa
36.46%
Von politikwissenschaftlichen Studien über moderne Wahlkampagnen ausgehend, analysiert das Paper die konkreten Ziele, die Wahlwerbung für erfolgreiche Kampagnen erfüllen muss. Die bisher in der Literatur beschriebenen drei Ziele Information, Identifikation und Mobilisierung werden in präzisere Kategorien gefasst und unterteilen sich in die Ziele Betroffenheit, Bedeutung, Kompetenz/Exklusivität, Glaubwürdigkeit/Vertrauenswürdigkeit, Transparenz, Personalisierung, Mobilisierung, Wiederholbarkeit/Penetranz. Daran anknüpfend werden werbestrategische Mittel und Maßnahmen für die klassische Werbung dargestellt, die nach Ansicht der Werbepraxis und -forschung geeignet sind, um diese acht Ziele zu erfüllen. Dabei ist festzustellen, dass Politik durchaus mit Strategien der Wirtschaftswerbung beworben werden kann. Für Parteien, die mit ihrer Wahlwerbung Aufmerksamkeit erreichen wollen, ist es sinnvoll, die vorherrschenden Werte der Gesellschaft oder einer gesellschaftlichen Gruppe bei der Gestaltung der Werbung zu berücksichtigen und deren politisch-kulturelle Identität mit einzubeziehen. Die Wähler sollten sich bei Betrachtung der Wahlwerbung in Lebenswelt-Reproduktionen wieder erkennen können. Erst durch persönliche und emotionale Einbindung können sich Wähler mit den Politikangeboten einer Partei identifizieren. Dennoch darf nicht nur emotional an den Betrachter appelliert werden: Informationen und Inhalte stringent darzustellen...

Personal Influence: Social context and political competition

GALEOTTI, Andrea; MATTOZZI, Andrea
Fonte: Instituto Universitário Europeu Publicador: Instituto Universitário Europeu
Tipo: Artigo de Revista Científica
EN
Relevância na Pesquisa
36.31%
This paper studies the effect of social learning on political outcomes in a model of informative campaign advertising. Voters' communication network affects parties' incentives to disclose political information, voters' learning about candidates running for office, and polarization of the electoral outcome. In richer communication networks, parties disclose less political information and voters are more likely to possess erroneous beliefs about the characteristics of the candidates. In turn, a richer communication network among voters may lead to political polarization. These results are reinforced when interpersonal communication occurs more frequently among ideologically homogeneous individuals and parties can target political advertising.

The Combet case and the appropriation of taxpayers' funds for political advertising - An erosion of fundamental principles?

Lindell, G.
Fonte: Blackwell Publ Ltd Publicador: Blackwell Publ Ltd
Tipo: Artigo de Revista Científica
Publicado em //2007 EN
Relevância na Pesquisa
46.36%
This article contains a critical discussion of Combet v The Commonwealth (2005) and the reasons given by the High Court in that case, for dismissing the legal challenge to the present government's political advertising campaign in support of its Workchoice legislation which was conducted before the publication or enactment of that legislation. It also deals with the implications of the case for the declining significance in modern times of the parliamentary appropriation process as a means of ensuring the accountability of governments for the expenditure of taxpayers' funds. The article concludes with a discussion of the possibility of future parliaments (regardless of their political complexion) reasserting their control over the appropriation process and restricting the use of government advertising for political purposes.; Geoffrey Lindell; The definitive version is available at www.blackwell-synergy.com

Political Discourse in Consumer Advertising on Television; El discurso político desde la publicidad de consumo en la televisión

Seni-Medina, Giuliano; Universidad Autónoma del Caribe
Fonte: Universidad de la Sabana Publicador: Universidad de la Sabana
Tipo: Artigo de Revista Científica
SPA
Relevância na Pesquisa
36.49%
This article analyzes the political dimension of the problem set in a globalized and postmodern context. From a critical standpoint, it always has been claimed that messages in the media contain an ideological discourse. Television, the great medium of our day, is no exception. Driven by the engine of advertising, the discourse of publicity is one of the major promoters of political imaginaries among the television audience. But, on what factors is the political discourse in television consumer advertising built? What is the relationship between the televised medium, advertising and the political discourse they promote?; Este artículo de reflexión analiza la dimensión política del problema planteado en un contexto globalizado y posmoderno. Desde una perspectiva crítica, siempre se ha afirmado que los mensajes de los medios de comunicación contienen un discurso ideológico. La televisión, el gran medio, no es la excepción. Movida por el motor de la publicidad, el discurso publicitario es uno de los mayores promotores de imaginarios políticos en la teleaudicencia. Pero, ¿sobre qué factores se construye el discurso político en la publicidad del consumo en la televisión? ¿Cómo es la relación entre el medio televisivo, la publicidad y el discurso político que promueven?

The Combet case and the appropriation of taxpayers' funds for political advertising - An erosion of fundamental principles?

Lindell, G
Fonte: Blackwell Publishing Ltd Publicador: Blackwell Publishing Ltd
Tipo: Artigo de Revista Científica
Relevância na Pesquisa
66.32%
This article contains a critical discussion of Combet v The Commonwealth (2005) and the reasons given by the High Court in that case, for dismissing the legal challenge to the present government's political advertising campaign in support of its Workchoic

What the FDA Doesn't Want You to Hear: Regulation of Tobacco Advertising and Disease-Specific Health Claims (A Hypothetical and a Fictional Discussion)

Friedman, Andy
Fonte: Harvard University Publicador: Harvard University
Tipo: Paper (for course/seminar/workshop)
EN_US
Relevância na Pesquisa
46.12%
A hypothetical and fictional discussion of a law that would ban political advertising on food products.

Propaganda político-eleitoral – um discurso em busca de legitimidade; Political-electoral advertising: a discourse in search of legitimacy

Aquino, Zilda Gaspar Oliveira; Luques, Solange Ugo
Fonte: Universidade de São Paulo. Faculdade de Filosofia, Letras e Ciências Humanas Publicador: Universidade de São Paulo. Faculdade de Filosofia, Letras e Ciências Humanas
Tipo: info:eu-repo/semantics/article; info:eu-repo/semantics/publishedVersion; ; Formato: application/pdf
Publicado em 10/12/2012 POR
Relevância na Pesquisa
36.26%
Neste artigo, busca-se examinar o discurso político para descrever as especificidades da propaganda eleitoral e detectar as estratégias discursivas utilizadas na construção da imagem da candidata à Presidência da República, Dilma Roussef. Para este propósito, são analisados segmentos do primeiro programa da campanha eleitoral da candidata, transmitido pela televisão em 2010, em rede nacional, no Horário Político Eleitoral. A discussão teórica faz-se a partir dos trabalhos de Charaudeau (2008), Van Dijk (2008), Aquino (1997), entre outros. As análises revelam que houve concernência na construção da imagem da candidata, pouco conhecida do eleitorado, por meio de elementos linguístico-discursivos, utilizados estrategicamente como argumentos que envolveram tanto razão quanto emoção, num processo cujo objetivo era dar legitimidade a Dilma, para que vencesse a eleição, como foi o caso.; This study aims to examine political discourse in order to describe the specific elements of electoral advertising and to detect the discursive strategies used to refer to the construction of presidential candidate’s image, Dilma Roussef. For this purpose, we analyzed segments of the first program of the candidate’s electoral campaign...

Advertising on Triangle Transit: A Revenue Forecast & Policy Analysis

Bartelli, Jeff
Fonte: Universidade Duke Publicador: Universidade Duke
Tipo: Masters' project
Publicado em 17/04/2013 EN_US
Relevância na Pesquisa
36.38%
EXECUTIVE SUMMARY POLICY ISSUE (PG 1) Triangle Transit is interested in how much revenue could be generated by the placement of interior and exterior advertisements on the buses and para-transit vehicles that it manages and operates. It would also like to know the impacts of advertisements on Triangle Transit’s brand. In order to answer this question, several major concerns must be addressed: 1. What impacts will an advertisement program have on the agency's brand? 2. What is the most cost-effective way to manage advertisement sales: in-house or under contract? 3. What advertising policy should be issued to avoid future legal challenges to advertisements placed on buses? 4. How much revenue could be generated by allowing interior and exterior advertisements to be placed on Triangle Transit and DATA buses? 5. How much more revenue could be generated if the five transit agencies in the Research Triangle advertise together versus Triangle Transit alone? The answers to these questions will inform the policy positions that Triangle Transit could adopt if the agency pursues on-bus advertising. This report reviews the existing literature and presents original research, including interviews with transit and advertising officials, revenue forecasts...

The effect of new media on political advertising: television ads and internet ads in the 2008 presidential primary

Dube, William
Fonte: Rochester Instituto de Tecnologia Publicador: Rochester Instituto de Tecnologia
Tipo: Tese de Doutorado
EN_US
Relevância na Pesquisa
66.66%
Internet advertising has become an important political campaign tool, accounting for over $110 million in spending in the 2008 election, but government regulations and industry norms that govern content presented in television advertising do not apply to Internet communication. This study investigated the differences in political advertising content between ads produced for television versus the Internet. First, a content analysis was conducted using a sample of political advertisements produced by the McCain and Obama campaigns during the 2008 election to measure differences in negativity, accuracy, and accountability. Second, content gatekeepers at television stations and Internet companies were interviewed to verify the findings of the content analysis and to determine whether differences in regulations and norms were responsible for the results. The content analysis found substantial differences, as Internet ads were less accountable and accurate, but more positive than television ads. In response to these findings, the gatekeepers indicated that differences in accountability were due to the regulatory regimes for both media. Of particular importance is a loophole in Federal Elections Commission (FEC) advertising rules, which states that only paid communications are regulated. Since most Internet ads are uploaded for free to advertiser-supported sites such as YouTube...

Political advertising in the crossroad of political pragmatism and political ideology

Kissas, Angelos
Fonte: Online Journal of Communication and Media Technologies Publicador: Online Journal of Communication and Media Technologies
Tipo: Article; PeerReviewed Formato: application/pdf
Publicado em //2015 EN; EN
Relevância na Pesquisa
56.53%
The study of political advertising so far could be an exemplar of the schism that permeates the whole study of political communication nowadays; the schism between the politics of pragmatism and the politics of ideology. This paper comes to counter-argue that the study of political advertising can become an exemplar of the reconciliation of these two different areas of concern in so far as we do justice to the ontological status of discourse in political communication. This means that we should not take discourse to be a derivative of electoral design, as the legacy of modernization has taught us, but to be the primary locus where all strategies of political communication are meaningfully articulated. It is not, however, the articulation on the basis of political philosophy (ideology in liberal political theory) and for the reproduction of the social order (ideology in critical cultural studies) that grasp the ideological potential of contemporary, aestheticized and managerialized, political communication. It is rather, as I will argue, drawing on post-structuralist discourse theory, the re-contextualization of symbolisms from the past, interwoven with the precarious institutional interests and asymmetries of the present, which lies at the heart of the ideological potential of political advertising. It is...

Attracting investor attention through advertising

Lou, Dong
Fonte: Financial Markets Group, London School of Economics and Political Science Publicador: Financial Markets Group, London School of Economics and Political Science
Tipo: Monograph; NonPeerReviewed Formato: application/pdf
Publicado em //2009 EN; EN
Relevância na Pesquisa
36.27%
This paper provides empirical evidence that managers adjust firm advertising expenditures to influence investor behavior and short-term stock prices. First, this paper shows that increased advertising spending is associated with individual investor buying and a contemporaneous rise in abnormal stock returns, which is then reversed in subsequent years. Second, there is a significant rise in firm advertising expenditures prior to insider sales and seasoned equity offerings. This large increase is followed by a significant decrease in advertising expenditures in the subsequent year. This pattern of advertising expenditures is consistent with the idea that managers are exploiting the return effect induced by advertising to the benefit of the existing shareholders and/or themselves.

Attracting investor attention through advertising

Lou, Dong
Fonte: The London School of Economics and Political Science Publicador: The London School of Economics and Political Science
Tipo: Monograph; NonPeerReviewed Formato: application/pdf
Publicado em /06/2013 EN; EN
Relevância na Pesquisa
36.25%
This paper provides evidence that managers adjust firm advertising, in part, to attract investor attention and influence short-term stock returns. First, I show that increased advertising spending is associated with a contemporaneous rise in retail buying and abnormal stock returns, and is followed by lower future returns. Next, I document a significant increase in advertising spending prior to insider sales, and a significant decrease in the subsequent year. Additional analyses suggest that the inverted-V-shaped pattern in advertising spending around insider sales is most consistent with managers' opportunistically adjusting firm advertising to exploit the temporary return effect to their own benefit.

Political advertising: why is it so boring?

Scammell, Margaret; Langer, Ana
Fonte: London School of Economics and Political Science Research Publicador: London School of Economics and Political Science Research
Tipo: Article; PeerReviewed Formato: application/pdf
Publicado em /09/2006 EN; EN
Relevância na Pesquisa
66.62%
Most analysis of political advertising questions how it matches up to the normative standard of providing information to voters. It tends to treat advertising as a core, and often debased, resource for deliberation. However, advertising as a form is less suited to complex information and more to engagement of interest. Despite this, political advertising normally is both constructed and analysed as information carriers. While commercial advertising attracts interest through pleasure and popular discourse, political advertising remains wedded to information. The persuasive strategies of political and commercial advertising are marked as much by dissimilarity as by similarity, the former aiming at plausibility and the latter at pleasure. The article analyses party election broadcasts in the UK over two general elections, according to a scheme that elicits both the informational content and its aesthetic and emotional appeals. Both the analysis design and the underlying rationale may have application beyond the UK. They help answer the quuestion: why does political advertising seem so dull and so bad to so many people?

Practicing globalization: mediation of the creative in South Korean advertising

Lee, Kee
Fonte: London School of Economics and Political Science Thesis Publicador: London School of Economics and Political Science Thesis
Tipo: Thesis; NonPeerReviewed Formato: application/pdf
Publicado em /12/2013 EN
Relevância na Pesquisa
36.31%
The aim of my thesis is to investigate the various ways in which globalization is performed in the locus of the South Korean advertising industry. In doing this, I focus upon the practice of creative advertising which is considered as one of the main practices to perform globalization in the locus. Addressing globalization as performativity means that this study rejects the idea of globalization as an objective structure. Instead, it approaches globalization as discursively induced practices and a transitory construction constituted of aggregate action. However, the actions that build globalization are diverse and situated in time and place. It necessitates this study to ‘follow’ the actors who embody narratives of globalization and produce it in their daily performances of those narratives. In this thesis, I follow South Korean advertising creatives who are an embodiment of a particular type of agency which identifies creative advertising with globalization and modernity. In this respect, their practicing creative advertising is simultaneously practicing globalization and modernity. However, their practice of creative advertising is situated in the South Korean advertising industry and takes place in a network of actors who embody different agencies. It makes creatives’ practice of globalization and modernization by way of creative advertising an ongoing struggle and negotiation. I explore the ways in which creatives’ practice of creative advertising transforms when they are connected to other actors in the network...