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Estratégias comunicacionais no contexto de crise: os contratos de comunicação da Petrobras, O Globo e Planalto em mídias digitais
(Universidade Federal de Santa Maria, 2016-09-12)
In a crisis context, in which the facts visibility increases, communication has an even more important function, in the sense of contribution to the reputation of organizations. In the presence of this conjuncture, this ...
As estratégias discursivas e mercadológicas da Folha de S. Paulo na captação do público leitor
(Universidade Federal de Santa Maria, 2016-12-21)
Media coverage brings up a new attitude from readers concerning journalistic production. The newspaper is conditioned to proposing new communication contracts with ways to prospect readers in order to keep in touch with ...
Portais institucionais na web: análise de anúncios publicitários no ecossistema midiático
(Universidade Federal de Santa Maria, 2016-11-25)
This thesis is part of the Media and Communicative Strategies research line of the UFSM Graduate Program in Communication. The research problem can be summarized by the following question: how the media ecology observed ...
O funcionamento da metáfora no jornalismo de revista: temas sindicais em Veja e revista do Brasil
(Universidade Federal de Santa Maria, 2016-03-11)
The thesis aims at investigating the functioning of metaphor in journalism. We seek to establish an analytical bridge between metaphor as a figure of speech and the concept of metaphor as metaphorical process, whose author ...
Produtos televisuais: trajetória e alterações de percurso
(Universidade Federal de Santa Maria, 2016-03-14)
The present investigation aims at examining the trajectory of televisual products that do not have, beforehand, estimated completion date, that means, for its time slot exclusion, paying special attention to the course ...
Representações identitárias na campanha Keep Walking, Brazil: as relações de cultura e poder na narrativa publicitária
(Universidade Federal de Santa Maria, 2016-10-20)
At the end of 2011, the Scottish whiskey brand Johnnie Walker launched its first one-country only advertising campaign, the Keep Walking, Brazil, signed by the Brazilian advertising agency Neograma/BBH. In addition to the ...
Dona de casa e da própria vida? Leituras sobre o trabalho feminino na publicidade por mulheres da nova classe trabalhadora
(Universidade Federal de Santa Maria, 2016-03-07)
This thesis aims to understand the ways in which the representations of female labour in advertising are interpreted by women from the new working class as well as the ways in which such representations collaborate with ...