Navegando por Assunto "Publicidade"

Agora exibindo 1 - 16 de 16

Acesso aberto (Open Access)
Cenas de enunciação da propaganda de governo do estado do Pará: a constituição do mundo ético do sujeito político
(Universidade Federal do Pará, 2016-04-11) BEZERRA, Diego Michel Nascimento; NEVES, Ivânia dos Santos; http://lattes.cnpq.br/2648132192179863; PESSOA, Fátima Cristina da Costa; http://lattes.cnpq.br/4011084861970140
Governmental propaganda texts are daily dispersed in the society through different media supports. This communicative activity projects an enunciative instance conditioned by senses from political and mediatic order. It is a discursive practice that aims to deliberately incorporate a public to a specific vision of the State, introducing an ethical world historically defined to legitimate the governmental image inserted in a democratic order. In this context, this research aims to understand what senses are implied in the enunciation of the propaganda of the government of Pará State, according to the semantics constrains imposed by the alignment between a political enunciative scene and an enunciative scene of propaganda. In order to demonstrate the way how the senses are processed in this discursive surface, it constituted a topic discursive unit of analysis with 52 pieces of propaganda in digital movie format that circulated for four years during the administration of a center-left party of the government of Pará State. Data was analyzed following the theoretical notions of global semantics (MAINGUENEAU, 2008a) that regulates the operation of discourse. It consolidated with the analysis of the results the following insights: (i) it established a global scene (MAINGUENEAU, 2008b, 2013, 2015) that projects the actional contexts between subjects from interdiscursive competencies implied in the production of symbolic materiality in matter, constituting a practice of hybrid communication that questions the coenunciator as citizen-spectator; (ii) it mobilized scenographies (MAINGUENEAU, 1997, 2008b, 2013, 2015) that impose effects of senses, which articulate to a deixis of a state prosperity to guarantee the enunciative authority of points of view held by social democracy supporters; (iii) it observed people who support a discursive ethos characterized by textual evidence that oscillate between a serious tone of impartiality and an emotional character of citizen gratitude, establishing order of the ideal of sociability among government and governed aiming the incorporation of the latter into the world of the senses of the government of Pará State.
Acesso aberto (Open Access)
A ciberpublicidade e as interações em rede: estudo exploratório sobre práticas de consumo no Facebook
(Universidade Federal do Pará, 2017-03-31) SOUSA, Thatianne Silva; MARQUES, Jane Aparecida; http://lattes.cnpq.br/1197835678797660
This dissertation aims to study the interactions and practices of cultural and media consumption that are established in the space of social media on the internet, more specifically on Facebook, as from cyberpublicities. This is a theoretical and empirical research of an exploratory nature, using non-participant observation and content analysis to understand the relationship between social media on the Internet, interaction, cyberpublicity and consumption. It begins with the premise that, with digital technologies, there is a reconfiguration in the communication relations and in the cyberspace: the subjects acquire new roles, increasing their possibilities of speaking; There is a growing presence of brands; and the presentation of new advertising strategies - cyberpublicity - in an attempt to dialogue with this new subject - the cyber consumer. Four advertisements were selected, two of which are national and two are local (in Belém-PA), for the analysis of the subjects' interactions in the respective brands’ fan pages. These relational dynamics between subjects, brands and advertising are built from the interactions mediated by the computer, pointing to new practices of cultural and media consumption. According to the results analysis, different types of interactions were identified: those dealing with cyberpublicity; those that establish relationship with the advertiser; those that are characterized by interagent tagging; and symbolic reactive interactions. These different interactions reflect the functioning of social networks on the Internet when subjects interact with cyberpublicity and demonstrate that there is opportunity for brands to manifest and present their advertising content to cyberconsumers, regardless of the size of the company and the place of performance, as occurs with the local brands. Based on the analysis of these interactions in networks, stands out the importance and the challenge of this investigation, considering all interactors (humans and machines) and having cyberpublicity as mediator in this process.
Acesso aberto (Open Access)
Discursos da mídia impressa sobre a implantação da Alcoa Mineração S.A. em São Luís, Maranhão
(Universidade Federal do Pará, 2010-11-22) SANTOS, Protásio Cézar dos; ACEVEDO MARIN, Rosa Elizabeth; http://lattes.cnpq.br/0087693866786684
In this research it is done the analysis of the discourse of the media faced to the politics and actions oriented by the development ideology and also the private documents in the process of implantation of ALCOA MINERAÇÃO S.A. This research aimed on describing the routes and discourses about the process of industrializing and development of Brazil from the year of 1950, examining the impacts toward the Amazon region context; relate the economy scenario of Maranhão State in1980 with implantation of the ALCOA MINERAÇÃO S.A Project; examine the discourses of the press media from Maranhão when informing the population of São Luís about the environmental impacts of the implantation of the ALCOA MINERAÇÃO S.A Project.; identify the actions and reactions of ALCOA MINERAÇÃO S.A Project about the discourses of the press media during the implantation of the alumini and aluminium plant. To guarantee this aim, it is presented a set of theories about the development ideology, via the process of industrialization of the government of Getulio Vargas and Juscelino Kubitscheck and the strategy of occupation of the Amazon Rain Forest during the military government. The government of Getulio Vargas defended a project of autonomous national development. The governmental rhetoric was the construction of a developed nation. The government of Juscelino Kubitschek aimed on the development through the attraction and stimulus of foreign investments in productive sectors. The Military Government though, intensified the occupation of Amazon Rain Forest, through the implantation of regional development plans. It is shown the impacts of the implantation of the ALCOA MINERAÇÃO S.A Project on the economy, on the social and on the environmental aspects in the State of Maranhão. The model of the research used is quality and interpretation based, also going through the exploring, descriptive, bibliographic and documental research. The documental background is based on the local press media in the period of implantation of the ALCOA MINERAÇÃO S.A Project, from the years of 1980 to 1984. The techniques used to analyze and interpret the results were the analysis of the discourse underlined by the French School. Along the analysis of the discourse of the press media, it was possible to verify its action on an ideological basis and that its discourses, originally come from several enunciations: govern, politics and other civil actors.
Acesso aberto (Open Access)
“Égua”, é a hora do intervalo na tv: marcadores sociais da diferença, consumidores/as e publicidade produzida em Belém do Pará
(Universidade Federal do Pará, 2014-06-18) OLIVEIRA, Robson Cardoso de; CANCELA, Cristina Donza; http://lattes.cnpq.br/8393402118322730
This dissertation is "born" with a mission: to investigate on the receipt of social markers of the difference between the advertising consumers produced in the city of Belém, Pará, in order to observe how the categories of Gender and Sexuality are received and (re) signified at the moment we watch the interval time in TV. However, other social markers of difference as Class, Color/Race and Generation were added by consumers in conversations, and consequently were problematized in this study. In addition, discussions about advertising and consumption also gained prominence as a consequence of the very strength of the consumers’ speeches. As a result, I realized that social markers of difference were being operated in the narratives in an intersected (or articulated) mode, among these, the most active in this tangency were the Gender, Color/Race and Class categories, comprised by speeches as: black and poor male; and white and rich woman. The "game" between the real and the "magical" world of ads (Rocha 1990), also commented out by consumers, viewing the advertising much closer to real idealizations, instead of showing the realities at the interval time in TV.
Acesso aberto (Open Access)
O Estado (in)transparente: limites do direito à informação socioambiental no Brasil
(Universidade de Brasília, 2008-12-15) BARROS, Lucivaldo Vasconcelos; AGUIAR, Roberto Armando Ramos de; http://lattes.cnpq.br/0714758775231902
Is access to information guaranteed in an effective way in Brazil? Has the State been transparent in regards to environmental issues? In order to answer these questions, this analysis presents the malfunctions of the State of Brazil to ensure citizens’ rights to information. First, the study contextualizes the State and looks at publicity and transparency, seeking to demonstrate political and economic limitations. The thesis is based on the thinking of Bobbio, Habermas and Bourdieu, without ignoring contributions from other thinkers. This study analyses the legal basis for environmental publicity between 1934 and 2006. It demonstrates the State’s obscurity in provision of information and describes the role of alternative media for public access to information. The study presents a series of cases in which the right of information have been denied and highlights inconsistencies related to the guiding principles of a democratic state. In conclusion, the research shows that, from a juridical perspective, information is an important instrument for environmental management. From a doctrinaire point of viewt, the study asserts that in a democratic state, access to information should be the rule, while secrecy should be a rare exception. However, under the theoretic-operational perspective, a flagrant disrespect to this right is verified, and, in many cases, used as a source of power, restricting access to important public decisions. Even considering punctual contrasts, the discussion on this topic is gaining relevance. We can already perceive that information, in general terms, already exists. The problem does not result from the absence of information, nor the lack of new laws or institutional knowledge, but the need of a greater engagement from society, both in the development of a management capacity and in a greater ethical commitment from those who hold power over public information.
Acesso aberto (Open Access)
Marca Amazônia: estratégias de comunicação publicitária, ambientalismo e sustentabilidade
(Universidade Estadual Paulista, 2015) AMARAL FILHO, Otacílio; CASTRO, Fábio Fonseca de; COSTA, Alda Cristina Silva da
El artículo analiza las estrategias de comunicación publicitaria de dos empresas que operan en la región amazónica y buscan asociarse con los valores ambientales, especialmente con el compromiso con la sostenibilidad ecológica y social en las acciones económicas que explotan los recursos amazónicos. Se trata de construir un inventario de imágenes o representaciones, logotécnicas, plástico y conceptual que hacen de esta marca Amazon y ver cómo las dos compañías observaron diálogo con este inventario. A partir de esta relación, buscamos entender cómo el dispositivo promesa de la marca - en general - y la marca de Amazon como un compromiso ambiental muy costoso dispositivo de las sociedades contemporáneas.
Acesso aberto (Open Access)
O marketing da floresta: a promessa publicitária para as populações indígenas, populações tradicionais e novas populações do mundo global na Amazônia
(Associação Nacional dos Programas de Pós-Graduação em Comunicação, 2020-06) AMARAL FILHO, Otacílio
The article analyzes the publicity promise offered by the consumer culture, highlighting the mediatization process of indigenous populations through the documentary “Os warriors of the forest”, which shows the sustainable experience of Huni-Kuin in Acre, of Paeter-Suruí in Rondônia, and the Yanomami in Amazonas as a form of resistance in the fight against the invasion of their lands. The communication process based on visuality and visibility is evidenced, which allows the presentation of the culture of these populations in a spectacular way, driven by the discourse of sustainability that guides, to a large extent, environmental activism and new sociability in media spaces.
Acesso aberto (Open Access)
A mercantilização da educação: análise discursiva de anúncios publicitários de faculdades e/ou universidades privadas que atuam na Amazônia brasileira
(Universidade Federal do Pará, 2018-09-06) SILVA, Jairo da Silva e; PESSOA, Fátima Cristina da Costa; http://lattes.cnpq.br/4011084861970140
Acesso aberto (Open Access)
O mundo cor de rosa: as representações de gêneros nas propagandas da Hello Kitty
(Universidade Federal do Pará, 2010-06) CAMÕES, Luciane de Sena; BRÍCIO, Vilma Nonato de
This article is a part of the research themed “The pink world: the gender representation in the Hello Kitty’s propagandas” which had the main objective problematize, specifically the “Hello Kitty Scholl”, as a trademark to little girls. The analyses of the propaganda showed that the children representation oscillate between the consume of the products and the transmission of pattern considered proper to girl, which emphasizes the erotization of the body, because they evidenciate attributes considered feminine, like the preoccupation with the beauty, with the body, with the clothes, of being updated with last fashion tendencies, which is reinforced by the presence of the pink color marking the sentimentalism and the emotions of the girls. The media by its predomination in social and cultural fields needs to be debated in a way the adult and children reflect about their childhood and gender meanings in its transmitted.
Acesso aberto (Open Access)
Pink money e comunicação: análise das narrativas publicitárias e das interações em pontos de vendas no consumo LGBTI na cidade de Belém
(Universidade Federal do Pará, 2019-03-28) DIAS, Marcio Monteiro; VIEIRA, Manuela do Corral; http://lattes.cnpq.br/1758973354834768
This research analyzes the market communication strategies for the LGBTI segment (Lesbian, Gay, Bisexual, Transvestite, Transsexual, Transgender and Intersex), as well as the role of advertising and propaganda as a constructor of meanings and their contributions in the representation and signature of this segment, especially from the contributions of studies on consumption, gender and sexuality, social representations, marketing and communication. In order to do so, we consider the potential for buying and the emergence of discussions on gender and sexuality issues, contextualized in the context of new forms of communication and advertising narratives, based on the observation of some advertising examples directed to the aforementioned public. In addition, it seeks to trace an investigation, in parallel with the scenario experienced in the advertising pieces, with the ways in which the points of sale are receiving and dealing with the diversity of their clients / consumers, current and potential, using an ethnographic study carried out in two shopping malls in the city of Belém - Pará, through a purchase simulation. In this study, the experience of disclosure and purchase is understood not only as an exchange of market and monetary value but as one of the possibilities of debates, experiences and symbolic exchanges that occur with interference and influence of the other aspects that weave the social fabric of life, in certain contexts, such as the construction of stereotypes and social prejudices, understood by the prism of consumption and the social and communicational relations that ensue.
Acesso aberto (Open Access)
Precisamos falar sobre o assédio de consumo: a publicidade a serviço da indústria cultural
(Universidade Federal do Pará, 2019-05-27) RODRIGUES, Lays Soares dos Santos; SOARES , Dennis Verbicaro; http://lattes.cnpq.br/9961080231553419; https://orcid.org/0000-0002-2663-3303
Consumer harassment imposes itself in today's society as one of the greatest challenges for Consumer Law. Considering the power of the cultural industry and its ability to influence consumer behavior, identifying how this influence can be materialized by advertising and eventually converted into a form of consumer harassment practiced in the pre-contractual framework is the major objective of the study. Throughout a research based on the deductive method and bibliographical survey, the study is divided into three parts. The first is devoted to the investigation of the transformations and social processes that led to the strengthening of the consumer society as it is conceived nowadays, with special emphasis on the role of cultural industry and the multiple meanings of consumption, demonstrating that it became much more than a way of satisfaction to achieve meaningful aspects of life. The second part, in its turn, analyzes the impacts of these transformations in the light of the new moment of Private Law, addressing and revisiting important concepts for Consumer Law, such as vulnerability and hypervulnerability. At that moment, the study will focus on vulnerability as a notion of multidisciplinary character and, in addition, on the concept of consumer, proposing a re-reading of the traditional definition of this legal figure, considering its current role and new possibilities which are offered as well - which, in a paradoxical way, result in both greater freedom and greater exposure to abusive practices. In the final chapter, we will discuss relevant conceptual and normative aspects of advertising, as well as consumer harassment, seeking, in this second point, to find more defined contours for this phenomenon, suggesting even a concept of its own. In this way, from the subsidies achieved in this and previous chapters, it will finally be possible to reach a conclusion on the relationship between cultural industry, advertising and consumer harassment, finding that the overlapping of its persuasive function to the detriment of the informational can convert advertising into a manipulation mechanism and consequently into an instrument of cultural industry in the practice of consumer harassment within the pre-contractual scope.
Acesso aberto (Open Access)
Publicidade e ciência: narrativas na tv aberta
(Universidade Federal do Pará, 2017-03-22) SOUZA, Weverton Raiol Gomes de; MALCHER, Maria Ataide; http://lattes.cnpq.br/5418062253829906
The objective of this dissertation is to understand how science is used in the narratives of advertisements broadcasted, between June and September of 2013, on TV Liberal and Record Belém broadcasters, both located in Belém, Pará. Our proposal is an outcome of the research “Representations of Women Scientist at Brazilian TV and on Teenagers Imaginary”, in which we perceived the occurrence of the utilization of science on advertisements in the program schedule of free-to-air TV. Using the data collected in that research, we made a new corpus of 83 advertisements aiming to analyze how science configure the advertising narratives. With the research and bibliographic review, we saw that advertising is heavily articulated to the market and our day-to-day lives, revealing itself as a mediation of communicational processes and a model constructor (TOALDO, 2005; GOMES, 2008; PIEDRAS, 2009; TRINDADE, 2012; MOTTA, 2013). To analyze the use of science in these narratives and discuss the relation that this use stablishes on society, we follow the analytic proposal of Motta (2013) that consists on seven acts. These analytic acts allow us to decompose and recompose the narratives focusing on the processes of communication that pass through television advertisements. We identified and discussed nine strategies of science utilization on the construction of advertising narratives, which are: (i) the scientific component; (ii) the scientific environment; (iii) the invitation to experimentation; (iv) the relation with innovation; (v) fiction and reality; (vi) the scientific animations and illustrations; (vii) the specialist and scientist characters; (viii) the celebrity characters; (ix) and the non-specialist characters. Those strategies stablish a notion that the scientific knowledge is a source of solutions to everyday problems by providing a creation and innovation environment capable of generating technologies that promote new social practices and are incorporated to the daily lives of the social subjects.
Acesso aberto (Open Access)
Publicidade e sustentabilidade: um diálogo possível?! Uma visão crítica do pensamento de publicitários pan-amazônidas
(Universidade Federal do Pará, 2014-02-19) SILVA, Márcio David Macedo da; SIMONIAN, Ligia Terezinha Lopes; http://lattes.cnpq.br/6620574987436911
The thesis comes to investigate the existent relationships between advertising and sustainability, from the verification of perception of advertisers from Pan-Amazon advertising agencies, measured by means of previously defined indicators. From the goal of identifying what are the levels of sustainable practices adopted by advertising agencies for the construction of a Sustainable Society, from the perspective of Pan-Amazonians advertisers, it sought to answer whether the advertiser dialogue and contribute to the change of the consumer society to another one, based on economic efficiency, social equity and ecological balance, testing three hypotheses: H1) The local, regional, national and global economic structures make it unfeasible for the advertising agencies to promote practices of a sustainable society; H2) The advertising agencies have no effective interest on practices for a sustainable society; H3) The advertising agencies have managed to change paradigms of their customers, to act in a more sustainable way. For obtaining the answers, it was adopted the quantitative research method, in the model of Survey and, alternatively, the qualitative research technique, in the model of in-depth interview. The results show that, in the vision of advertisers, the advertising agencies do not show great interest in moving to a more sustainable society, as well as the almost total absence of associative bounds reinforce the fragility of actions directed to the theme.
Acesso aberto (Open Access)
A publicidade identitária nas representações da Amazônia paraense nas propagandas dos governos do estado do Pará em 2017, 2020 e 2021
(Universidade Federal do Pará, 2022-05-10) PRADO, Kleyse Costa Vaz Santana; SANTOS, Luiz Cezar Silva dos; http://lattes.cnpq.br/2449524316115443
This research intends to do an analysis of discourses present in two advertising videos and six tourism posters authored by the Government of State of Pará. The objective is to identify and compare the narratives and arguments, as well as the forms of representation of cultural identities of Pará, as a state, and of Pará's people, in order to reflect on the construction of meanings that can reinforce stereotypes and colonial discourses about Amazon. We also seek to reflect about city, its appropriation and the visibility of the spaces designed by advertisements. The objects of this research are the advertising video “Pará te encantar” (2017, tourist commercial), the advertising video “Stay at home” (2020, commercial with alert about agglomerations in the Covid19 pandemic context), and six posters of the campaign “Rediscover Pará” (2020). We will use authors such as Stuart Hall, Homi K. Bhabha and Amaral Filho as a theoretical reference to discuss cultural identities, stereotypes and coloniality in Amazonian context. Our methodological framework is based on Eni Orlandi, Martine Joly and Diana Rose for development of Discourse Analysis and moving images. The concept of publiCIDADE (publiCITY) proposed by Santos (Luiz LZ Cezar) will also be used, as well as other authors on the Amazon, such as Paes Loureiro, and on Communication Science, such as Martín-Barbero.
Acesso aberto (Open Access)
A publicidade identitária nas representações da Amazônia paraense nas propagandas dos governos do Estado do Pará em 2017, 2020 e 2021
(Universidade Federal do Pará, 2022-05-10) PRADO, Kleyse Costa Vaz Santana; SANTOS, Luiz Cezar Silva dos; http://lattes.cnpq.br/2449524316115443
This research intends to do an analysis of discourses present in two advertising videos and six tourism posters authored by the Government of State of Pará. The objective is to identify and compare the narratives and arguments, as well as the forms of representation of cultural identities of Pará, as a state, and of Pará's people, in order to reflect on the construction of meanings that can reinforce stereotypes and colonial discourses about Amazon. We also seek to reflect about city, its appropriation and the visibility of the spaces designed by advertisements. The objects of this research are the advertising video “Pará te encantar” (2017, tourist commercial), the advertising video “Stay at home” (2020, commercial with alert about agglomerations in the Covid19 pandemic context), and six posters of the campaign “Rediscover Pará” (2020). We will use authors such as Stuart Hall, Homi K. Bhabha and Amaral Filho as a theoretical reference to discuss cultural identities, stereotypes and coloniality in Amazonian context. Our methodological framework is based on Eni Orlandi, Martine Joly and Diana Rose for development of Discourse Analysis and moving images. The concept of publiCIDADE (publiCITY) proposed by Santos (Luiz LZ Cezar) will also be used, as well as other authors on the Amazon, such as Paes Loureiro, and on Communication Science, such as Martín-Barbero.
Acesso aberto (Open Access)
Transparência pública: análise das licitações e contratos administrativos realizados na SUDAM - 2015 a 2022
(Universidade Federal do Pará, 2023-02-08) ALMEIDA, Marcos Rodrigues de; TOMA, Marina Yassuko; http://lattes.cnpq.br/6883396550618718
The Public Administration has a duty to publicize its purchases, especially with the advent of Law nº 12.527/2011, the so-called Access to Information Law (LAI), which established as public governance guidelines the use of advertising as a general precept. in compliance with legal provisions relating to transparency practices in its bidding processes and in the management of its purchases and contracts. The entities that make up the structure of the Brazilian public administration are required by the Federal Constitution to account for the use of public resources and to respect the principle of publicity, among other principles of public administration. In this way, the path of good governance permeates, among other principles, the transparency of the accounts of public entities and their component bodies in direct and indirect administration. This theme has received greater prominence in recent laws, such as the Fiscal Responsibility Law (LRF), of May 4, 2000, Complementary Law 131/2009 - Transparency Law - and Law No. 12.527/2011 - Access to Information Law (LAI). Considering that SUDAM is in this context of a government agent that has an obligation to provide transparency in its purchases, this work is based on proving good public governance, with regard to active transparency of bids and contracts in the period from 2015 to 2022. Thus, the following problem was formulated to be addressed and contextualized: How can SUDAM demonstrate the level of active transparency in its contracts carried out in the period from 2015 to 2022? Based on a bibliographical and documentary exploration, the proposed methodological scope is divided into two parts. In the first, the application of an indicator capable of measuring the levels of transparency in the acquisition and contracting process in public administration was presented; and the second presented an indicator that proposed to measure the levels of transparency in the publicity process in public acquisitions and contracting.