Dissertationen zum Thema „Entertainment Value“

Purpose: The purpose of this paper is to explain how privacy concerns impact the relationship between personalization and the factors of advertising value on smartphone advertising. Design/methodology/approach: A explanatory research design with a quantitative approach was conducted, utilizing an online questionnaire with a total of 103 respondents. Conclusion: The result indicates that privacy concerns only moderates the relationship between personalization and entertainment. It was also shown that privacy concerns had a direct impact on irritation Research limitations: The result is not generalizable as a non-probability sample was used, and only respondents between the 18-35 answered the questionnaire. Originality/value: A new perspective of how the moderation of privacy concerns impacts the relationship between personalization and the factors of advertising value. Keywords: Smartphone advertising, advertising value, informativeness, entertainment, irritation, credibility, incentives, privacy concerns. Paper type: Research paper

Diploma thesis deals with competitiveness of lasertag facility. Costumer value creation is analysed based on value chain theory and compared with competition. Enriching of company product range by auxiliary services, mainly non-smoking club, is drawn up considering this and other analysis. Realization of these new ideas and evaluation of their success is also part of this thesis.

This study seeks to find the impact of theming on the willingness to pay of con- sumers for amusement parks. Guests of Finnish amusement park Särkänniemi were asked about their preference for themed attractions and about the price they were willing to pay per ride by means of a questionnaire. Variables concerning both the stated as well as the revealed preference for theming, immersive experience, and previous visits to the park were tested in relation to the willingness to pay for amusement parks. Not all these variables have shown to play an important role; however the variable concerning the revealed preference did have a very strong significance on the willingness to pay in the proposed model. In conclusion the study suggests that the willingness to pay for an attraction is positively influenced by theming because people, as it turns out, are willing to pay more for an attraction when it is themed.

Bakgrund: Det finns problem kring att avgöra exakt hur effektiva reklamkampanjer är. TV-reklam är det mest inflytelserika mediet och fastän det inte finns belägg för att det direkt leder till något köp så kan det leda till att TV-reklamen förblir i vårt medvetande. Det finns därmed ett behov av att förstå vilka faktorer och strategier som anses vara effektiva i konsumentens ögon.  Syften: Studien har som ändamål att identifiera och undersöka potentiella faktorer bakom effektiv TV-reklam, samt utöka förståelsen utifrån konsumenters synsätt. Studien utforskar även konsumenters vana att undvika TV-reklam och om denna vana upplevs annorlunda när de exponeras för in-stream video ads i stället.  Teorier: Den tidigare forskningen har anknytning till fyra faktorer som ligger i grund för studien. De fyra faktorerna är Kreativitet, Moment-to-Moment (EV & IV), Brand Image och Celebrity Endorsement. Studien utgår även ifrån tidigare forskning kring konsumenters vana att undvika TV-reklam.  Metod: En kvalitativ studie där fokusgrupper har använts som forskningsmetod. En deduktiv ansats har tillämpats. Urvalet bestod av studenter från Södertörns Högskola.  Slutsats: Vissa potentiella faktorer bakom effektiv TV-reklam var mer effektiva än andra. Celebrity Endorsement och Brand Image ansågs leda till ett faktiskt köp medan de andra faktorerna endast visade sig påverka intention kring köp. Konsumenter om de får möjligheten väljer att undvika TV-reklam i stor utsträckning av anledningen att det är irriterande och stör handlingen. Reklam undveks mer på traditionell TV än på in-stream video ads av anledning att TV-reklampausen varar längre.                                          Begrepp: När begreppet konsument nämns hänvisar vi till personer som exponeras för TV-reklamen, alltså inte de som köper produkten utan de som konsumerar marknadsföringens innehåll. In-stream video ads innefattar TV-reklam som koncept överfört till internet.
Background: There are problems with determining exactly how effective advertising campaigns are. TV advertising is the most influential medium and although there is no evidence that it directly leads to any purchase, it can lead to TV commercials remaining in our consciousness. There is thus a need to understand which factors and strategies are considered effective in the eyes of the consumer. Purpose: The purpose of the study is to identify and investigate potential factors behind effective television advertising and expand understanding from the perspective of consumers. The report also explores consumers' habit of avoiding TV commercials and whether this habit is experienced differently when exposed to in-stream video ads instead. Theories: The study is based on previous research and this research is related to four factors that form the basis of the study. The four factors are Creativity, Moment-to-Moment (EV & IV), Brand Image and Celebrity Endorsement. The study is also based on previous research concerning consumers' habit of avoiding TV commercials. Methods: A qualitative study where focus groups have been used as a research method. A deductive approach has been applied. The sample consisted of students from Södertörn University. Conclusions: Some potential factors behind effective TV advertising were more effective than others. Celebrity Endorsement and Brand Image were considered to lead to an actual purchase while the other factors only led to intention regarding purchase. Consumers, if given the opportunity, choose to avoid TV commercials largely for the reason that it is annoying and disrupts the action. It was avoided more on traditional TV than in-stream video ads for the reason that the TV commercial break lasted longer.  Concept: When the term consumer is mentioned, we refer to people who are exposed to TV advertising, not those who buy the product but those who consume the content of the marketing. In-stream video ads entail TV-commercial as a concept transferred to the Internet.

Det har uppmärksammats en intensifiering av den digitala tekniken, som under senare år tilltagit mer än någonsin (Bassiouni & Hackley, 2014, s. 116). 2017 var det första året då internet utgjorde en övervägande del av alla medieinvesteringar (Larsén, 2018). I följd av internet och sociala mediers utveckling, då digitaliseringen är mer integrerad i samhället än tidigare, finns det fler möjligheter för företag att nå ut till konsumenter. Marknadsföringsverktyget influencer marketing har i takt med digitaliseringens utveckling expanderat, och omsatte 650 miljoner kronor på den svenska marknaden 2017 (Bränström, 2018). Vid användning av influencers lämnar företag över ansvaret till en extern person och företaget har således inte lika stor kontroll över den information och marknadsföring som sker. Det nya medielandskapet är därför mer oförutsägbart (Zahoor & Qureshi, 2017, s. 47). En social plattform är YouTube och är den populäraste videotjänsten för svenskar (Davidsson et al., 2018, s. 74). Influencer marketing har ökat och företag samarbetar med influencers inom YouTube där budskap om produkter sprids genom videoklipp av influencern. Fenomenet kan återkopplas till produktplacering, vilket enligt Russel och Belch (2005, s. 74) handlar om att införliva ett varumärke eller produkt i ett underhållningssammanhang och inte uttryckligen vara en annonsering. I följd marknadsföringslagen är det inte möjligt att helt undvika att nämna att det rör sig om reklam, men det är nära sammankopplat. Produktplacering har tidigare undersökts i stor utsträckning i form av TV (Van Reijmersdal et al., 2009, s. 430) men Eagle och Dahl (2015, s. 614–615) uppmanar forskare att fokusera på produktplacering inom sociala medier och i videos. Zhang och Mao (2016, s. 155) som menar att attityder mot reklamvärdet på sociala medier är ett ständigt utvecklande ämne. Studien har kvalitativt angreppssätt, för att generera en djupare förståelse för vad det är som gör att en viss produktplacering gällande betalda samarbeten på YouTube tas emot med en mer positiv attityd än andra, givet kvinnor i generation Z. Det har i samband med insamling av empiri genomförts åtta intervjuer med kvinnor i generation Z. Den analysmetod som används i studien är teoridriven tematisk analys. Analysdelen är indelad i fem olika teman; informativitet, underhållning, irritation, trovärdighet och reklamens värde vilka härstammar från Ducoffe (1996) där trovärdighet är en variabel som framkommit genom senare studier. I samband med bearbetning av insamlad empiri identifierats ett antal betydelsefulla underteman; Influencerns tydlighet, Ny information, Samarbetets anpassning till videons helhet, Influencerns engagemang, Överdrivna övertalningsförsök, Influencerns faktiska arbete, Konsumentens och influencerns egna erfarenheter, Parasocial relation,Kontinuitet samt Samarbetets produktplacering. Avslutningsvis har den aktuella studien bidragit till en djupare förståelse för kvinnor inom generation Z och deras attityder mot produktplacering inom betalda samarbeten på plattformen YouTube och vilka faktorer som påverkar kvinnornas attityder.

Purpose: The purpose of this paper was to extend the understanding of content marketing, content characteristics and its effects on attitudes towards the advertisement and advertising value on social networking sites. Methodology: This study had an explanatory research design with a quantitative research approach. The data used in this study was gathered through an online questionnaire. Conclusion: The results of this study shows that there is a difference between different SNS and the effects that arises from different content characteristics in SNS advertisements. Different SNS can not be treated the same, these differences need to be addressed when communicating and creating advertisements and when being present on different SNS. Implications: This study contributed to the field by providing additional information on how advertising value is affected by attitudes towards the advertisement. The results of this study also show what effect the different content characteristics have on affective and cognitive responses, and gives information regarding what type of content marketers should emphasize, depending on which of the two SNS investigated in this study they are currently operating on.

Mestrado em Marketing
O crescimento da publicidade digital tem revolucionado a indústria publicitária e a forma como os consumidores percecionam o seu valor. Assim, o objetivo do presente estudo reside em compreender quais são os antecedentes do valor percebido da publicidade no YouTube e que tipo de direção tem esta relação, bem como se existe uma relação entre este e a intenção de compra online da marca anunciante. Foi conduzido um estudo explanatório, com uma amostra não probabilística de conveniência, através da aplicação de um questionário online, com 716 respostas válidas. A literatura identifica como antecedentes do valor percebido da publicidade no YouTube a informação, entretenimento, credibilidade, customização e irritação percebidos. Encontrou-se uma relação positiva entre todos estes antecedentes e o valor percebido da publicidade no YouTube, com exceção da irritação percebida, que exerce sobre o mesmo uma influência negativa, e da credibilidade percebida. É ainda possível concluir que o valor percebido da publicidade no YouTube influencia de forma positiva a intenção de compra online da marca anunciante. As conclusões obtidas contribuem para um melhor entendimento da perceção do valor da publicidade no YouTube, respetivos antecedentes e intenção de compra online da marca anunciante nesta rede social. Os conteúdos de publicidade no YouTube devem ser customizados, apostar no entretenimento, informação e ter em conta a irritação que podem causar aos consumidores.
The growth of digital advertising has revolutionized both the advertising industry and the way consumers perceive its value. In this regard, the goal of this study is to understand which are the antecedents that influence the advertising value on YouTube and the direction of this relationship, as well as investigate the influence of advertising value on the intention to purchase the advertiser's brand online. An explanatory study was conducted, with a non-probabilistic and convenience sample, through the application of an online questionnaire, which obtained 716 valid answers. The literature identifies perceived information, entertainment, credibility, customization and irritation as antecedents of YouTube advertising value. A positive relationship was found between these antecedents and the YouTube advertising value, except for perceived irritation, which had a negative influence, and perceived credibility. The results also indicate that YouTube advertising value positively influences the online purchase intention of the advertiser brand. These findings contribute to a better understanding of how consumers perceive advertising value on YouTube and its antecedents, and of the intention to purchase the advertiser brand online. They indicate that advertising content should be customized, with strong entertainment and informational elements and not develop perceptions of irritation among consumers.
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Nesta dissertação é apresentado o atual estágio da Indústria de Entretenimento Móvel no Brasil, com base numa análise do setor de telefonia celular e da sua interação com a indústria do entretenimento. Para isso, discutem-se as principais características e dificuldades encontradas, por esses dois setores, na tentativa de implementação e gerenciamento de um modelo de negócios adequado à Indústria de Entretenimento Móvel. Realizou-se uma pesquisa exploratória, qualitativa, na qual foram efetuadas entrevistas com representantes da telefonia móvel e fornecedores de conteúdo de entretenimento no Brasil. Também foram analisados documentos secundários, tais como dados dos dois setores investigados disponíveis em websites e reportagens em revistas de negócios. Observou-se que, devido a uma relativa saturação do mercado de voz, o setor de telefonia celular, no Brasil, vem tentando ampliar suas receitas, direcionando-se para produtos da indústria do entretenimento. Essa junção vem resultando em um tipo novo de indústria. O avanço tecnológico foi determinante para essa interação através da evolução dos telefones celulares, que incorporaram novos recursos multimídia transformando-se numa nova mídia, com o surgimento do protocolo de Internet (TCP/IP). Com a tecnologia disponível, as duas indústrias começaram a ter interesses recíprocos: a indústria de telefonia móvel buscando oferecer novos serviços a seus usuários, visando o aumento do ARPU (Average Revenue per User); e a indústria de entretenimento buscando uma nova mídia para vender seus produtos, principalmente jogos, músicas e vídeos digitais. Entretanto, essas indústrias se posicionaram em bases diferentes, apesar de serem indústrias de serviços: a indústria de telefonia móvel, no Brasil, tem sua base na venda de mercadorias comoditizadas, tanto com minutos de voz quanto pela troca de dados; já a indústria do entretenimento tem o valor imaterial e intangível muito forte na composição do preço de troca de seus produtos. As diferentes formas de fazer negócios dessas duas indústrias têm gerado dificuldades na solidificação do que se convencionou chamar, no ambiente mercadológico, por “modelo de negócios”. 9 O desenvolvimento de modelos de negócios que responda às necessidades das duas indústrias é, segundo os entrevistados, o principal obstáculo para o aproveitamento do potencial da Indústria de Entretenimento Móvel. Essas diferenças constituem-se no principal argumento, deste autor para considerar a Indústria de Entretenimento Móvel separada de suas indústrias formadoras, criando uma 'nova indústria'.
In this dissertation it’s presented the current stage of the Mobile Entertainment Industry in Brazil, based on an analysis of Mobile Phone Industry and its interaction with Entertainment Industry. Thereto, it’s discussed main characteristics and difficulties found, by these two industries, trying to implement and manage a feasible business model for MEI. It’s been carried out an exploratory qualitative research when Brazilian mobile phone and entertainment content providers representatives were interviewed. Secondary documents were also analyzed – as data for the two investigated industries available in websites and business magazines articles. It was observed that, due to relative voice market saturation, the Mobile Phone Industry, in Brazil, is trying to increase its revenue, focusing on Entertainment Industry products. This merge is resulting in a new type of industry. Technology development was crucial for this interaction with technology evolution of mobile phones, incorporating multimedia features, turning itself into a new media, with the emergence of the Internet Protocol (TCP/IP). With the available technology, the two industries began to show mutual interest: the Mobile Phone Industry searching for new services to its users, looking for ARPU (Average Revenue per User) enhancements; and Entertainment Industry in quest of a new media to sell its products, specially games, digital music and videos. However, these two industries has positioned themselves into different bases, despite of been service industries: Mobile Phone Industry in Brazil, has based its revenue in the merchandise of commodities, as voice minutes or data exchange; yet, the Entertainment Industry has immaterial and intangible value strongly influencing the price of their products. However, different ways of doing business of these two industries are causing difficulties in the solidification of what is uselly called, in the business environment, “business model”. The development of business models that respond to the needs of the two forming industries are, according to the interviews, the main obstacle for the full potential employment of the Mobile Entertainment Industry. These differences comprise the main argument, of this author, to consider Mobile Entertainment Industry separated from its constitutive industries, generating it a ‘new industry’.

Inledning:I inledningen redogörs för hur köpcentrumsbranschen genomgår en förändring och behovet för upplevelser har växt fram för att fortsätta skapa värde för konsumenten. Syfte:Denna studie ämnar att undersökahur attributen atmosfär, underhållning och mat påverkar konsumentens lojalitet gentemot köpcentrum samt hur denna varierar mellan recreational-oriented consumersrespektive task-oriented consumers. Frågeställningar:Utifrån studiens syftehar följande frågeställningar formulerats:

Hur kan attributen atmosfär, underhållning och mat påverka kundens lojalitet gentemot köpcentrum?  Hur varierar lojalitet gentemot köpcentrum mellan recreational-oriented consumers och task-oriented consumers? Teori: I studiens teoriavsnitt presenteras mer djupgående förklaringar kring köpcentrum, upplevelse och shoppingvärde. Vidare beskrivs även attributen atmosfär, underhållning och mat samt kundtillfredsställelse, lojalitet och shopping orientations mer utförligt. Metod: Studien är baserad på en metod av kvantitativ karaktär och det har tillämpats en tvärsnittsdesign där en enkät har utformats. Det empiriska materialet har sedan analyserats med hjälp av ANOVA och korrelationsanalyser. Slutsats: Det har kunnat konstateras hur det inte räcker med en indelning i recreational-oriented och task-oriented consumers, istället har ett tredje segment upptäckts, de platsorienterade konsumenterna. Ytterligare har det även kunnat påvisas hur attributen atmosfär, underhållning och mat påverkar lojalitet gentemot köpcentrum.
Introduction:  The shopping center industry is undergoing a change. Experiences have become increasingly important in order to continue to create value for the consumer. Purpose:This study intends to examine how the attributes atmosphere, entertainment and food have an effect on the loyalty towards shopping centers.Further the study intents to examine if the loyalty varies between recreational-oriented and task-oriented consumers.  Research questions: Based on the purpose whit this study the following research questions that have been phrased: 
How can the atmosphere, entertainment and food attributes affect the consumer's loyalty towards shopping centers? How does loyalty towards shopping centers vary between recreational-oriented consumers and task-oriented consumers? Theory: The study's theoretical section presents more in-depth explanations about shopping centers, experiences and shopping value. Further have atmosphere, entertainment, food, consumer satisfaction, loyalty and shopping orientations been explained more profound. Method: The study is based on a method of quantitative character and a cross-sectional design has been applied where a survey has been distributed. The empirical material has been analyzed using ANOVA and correlation analysis. Conclusion: It has been discovered that the division into two shopping segments isn’t enough instead a third segment, the place-oriented, has been found. Further, do the attributes atmosphere, entertainment and food affect the loyalty towards shopping centers.

The social scope of business has been discussed more than ever in the recent decades through the concept of Corporate Social Responsibility (CSR). Some authors go even further and argue that addressing societal needs has the potential to be a wave of innovation and competitiveness, allowing companies to generate social value while create economic value, creating Shared Value (Porter & Kramer 2011). This dissertation provides a case study on The Walt Disney Company’s commitment for diversity and inclusion as a potential source of Shared Value. Specifically, it focuses on investigate and discuss whether the company’s CSR commitment to create animated stories and characters that promote diversity and inclusion has been accomplished, and to what extent it has been created social value, simultaneously increasing Disney’s competitiveness. Through this case study, students have an opportunity to explore and discuss the concept of Shared Value. The main outcome of the study confirms that The Walt Disney Company has been considerably produced animated feature films which promote diversity and inclusion, in the last decade, particularly addressing social topics as gender and racial equality, and multiculturalism, and suggests that this practice has been a source of differentiation to the company productions, simultaneously, creating social value through the influence that its content represent for young generations.
O âmbito social das empresas tem sido bastante discutido nas últimas décadas através do conceito de Responsabilidade Social Corporativa (RSC). Alguns autores vão ainda mais longe e argumentam que atender às necessidades e problemas da sociedade tem o potencial de representar uma onda de inovação e competitividade, permitindo que as empresas possam geral valor social enquanto criam valor económico, criando Valor Partilhado (Porter & Kramer 2011). Esta dissertação apresenta um estudo de caso relacionado com o compromisso da The Walt Disney Company para com a promoção de diversidade e inclusão, como uma potencial fonte de valor partilhado. Mais concretamente, o estudo procura investigar e discutir se o compromisso de RSC da empresa, que visa criar histórias e personagens de animação que promovam diversidade e a inclusão, tem-se verificado e em que medida foi gerado valor social, aumentando simultaneamente a competitividade da Disney. Por meio deste estudo de caso, os alunos têm então a oportunidade de explorar e discutir o conceito de Valor Partilhado. O principal resultado do estudo confirma que a The Walt Disney Company tem produzido, na última década, filmes de animação que promovem valores relacionados com a diversidade e inclusão, abordando principalmente temas sociais como igualdade de género e de etnia, e o multiculturalismo, sugerindo ainda que essa prática tem sido uma fonte de diferenciação dos filmes de animação da empresa de entretenimento, simultaneamente, criando valor social através da influência que o seu conteúdo representa para as crianças e gerações jovens.

碩士
臺中技術學院
多媒體設計系碩士班
98
In recent years, the pattern of rich media advertising and the presentation of advertising are becoming more diverse with the development of the internet based technology. The computer animated advertising is gradually evolving as well. More kinds of product are trying to use the animated ads for information dissemination. In this study, we first collected the animated ads of a well-known beverage brands from the Internet and analyze the advertising appeals of the script of these animated ads. We then create several advertising scripts for a virtual beverage brand. A mechanism was developed to select the best one of these scripts. After that, we create a pair of animated ads with the design of high and low visual complexity background. Finally we conduct users test to investigate these visual presentation on the issues of entertainment and advertising value. Our study found that users’ feelings of entertaining and advertising value of animated advertising have a positive correlation. And in terms of the effect of visual complexity, the high visual complexity animation ads have slightly higher value on the issues of entertainment and advertising value. Thus we can infer that high visual complexity animation ads might bring high advertising value and high entertainment to viewers.

碩士
輔仁大學
科技管理學程碩士在職專班
98
From the July of 2008, the world is facing serious economic recession.Most of the technology industry suffered from economic downturn.However, the online game industry is not affected by the economic recession, but achieving outstanding profits. The online game industry has been continuously creates high revenue and the stock price has taken the lead of stock market. This research uses case study as methodology. From the financial report of Gamania Entertainment Digital Ltd to analyze the Discounted Cash Flow Model；DCF and using Mckinsey DCF valuation model for the calculation. Entering the historical data from financial report and using market opinions to forecast performance. In the result of obtain stock market valuation as enterprise value of evaluation results. As the results of historical and forecast data, the sensitivity analysis can be conduct. Finally, we discuss the feasibility and development of the company. Various investment consulting company assigned moderate as Gamania’s investment rating. Mainly, market opinion take wait and see approch to the performance of Gamania in 2010. As the result, the stock market valuation measures it with a low stock price. Although, to publish the self developed game can improve gross profit margin, the gamers acceptance remain unclear. The company takes the market opinion to develop risk control management. For example, the self-developed game design to cater to market preferences, as well to increase their ARPU, in control of investment in European and American branch, licensing self-developed game. All those strategies will increase stock price and create enterprise value. Market opinion is primarily based on revenue growth、improved gross margin、obtaining customer preferences、self development ability、operating profit..and so on, those factors are all related with the conversion of financial indicators in this study.

This study unveils the perceptions, real-life experiences and thought-processes of contract workers who dedicate their lives to the Christian faith, values and belief-system, but simultaneously endeavour to establish and follow a successful career in the volatile, cut-throat, non-Christian-based (“hedonistic”) occupational entertainment commerce. The researcher embarked on this study with a qualitative, interpretivist research approach. Data was gathered through in-depth, unstructured, face-to-face interviews with a sample of nine research participants. The sample consists of student entertainers; entertainers in the public eye, but not yet established; as well as entertainers who have successful established careers with loyal national and international audiences in the Entertainment Industry. The researcher explores and seeks to understand the core values and belief systems of the research participants with regards to their Christian religious orientation, which is statistically verified to be the most prevalent religious practise in South Africa (Nation Master, 2013; Religious affiliation by country, 2010). Hence, the research findings with regards to Christians’ approach and attitude towards their careers will contribute to a better understanding and management of the majority of the workforce in South Africa. Moreover, the expected norms, values and work ethic of the Entertainment Industry in South Africa are exposed in this study. Although existing literature upholds that the Entertainment Industry is an exceptionally unstable work environment compared to other corporate industries, this research study adds significantly to current literature as viable causes for the unstable occupational environment are also investigated and presented. Previous research only addressed several aspects of the effect on one’s career advancement if an individual’s core value system differs from the accepted norms in an organisation or industry in general. This study subsequently reveals the personal- and occupational challenges that Christian entertainers encounter in an Entertainment Industry in South Africa and how they subsequently aim to decrease the cognitive dissonance that they experience due to continuous role conflict between moral obligation and the vital necessity for employment and career advancement. The findings of this study correlate with previous research as it indicates that the research participants will generally choose and prioritise their personal core values- and moral belief system above contradictory social and professional career demands and expectations.
Dissertation (MCom)--University of Pretoria, 2014.
gm2014
Human Resource Management
unrestricted

This report aims at depicting the past and future performance of both the Telecommunications and Media & Entertainment industries so that this analysis is embedded in determining AT&T’s intrinsic value by the end of 2021.

O presente estudo tem como objetivo compreender quais os impactos da intrusividade de diferentes formatos publicitários em vídeos online. Com esse mesmo propósito, foi desenvolvido e aplicado um questionário de contexto e confirmação do conteúdo da literatura; identificadas as escalas a utilizar, pedida autorização e criado um protocolo para traduzir as mesmas; identificadas as variáveis independente, dependentes e parasitas; criado um protocolo de testes com utilizadores, que foi posteriormente aplicado. A análise dos resultados foi feita através dos tratamentos estatísticos de ANOVA, coeficiente de correlação de Pearson e regressão linear múltipla, juntando a estes, a estatística descritiva de variáveis observáveis na aplicação dos testes com utilizadores. Pela literatura, seria de esperar diferenças estatisticamente significativas da intrusividade entre os vários formatos publicitários. Contudo, os resultados mostram que não existem diferenças estatisticamente significativas no acima descrito. Também as variáveis dependentes não foram identificadas como variáveis com influência sobre a intrusividade. Apenas a atitude perante a publicidade obteve resultados que demonstram influência sobre a intrusividade mas mesmo aqui não se pode generalizar para qualquer situação. Deste modo, foi feita uma análise introspetiva sobre o porquê de não existirem resultados complacentes com a literatura, levantando algumas questões que o pudessem explicar.
This thesis’ goal is to understand which (if any) impacts intrusiveness in different advertising formats has in online videos. For this purpose, it was developed a context and literature revision questionnaire; the scales to use were identified, asking for authorization and creating a protocol to translate them; all the variables were also identified, independent, dependents and parasites; a user test protocol was then created and applied. These results were analyzed through 3 different statistics methods: one-way ANOVA, Pearson correlation coefficient and multiple linear regression with descriptive statistics of variables observed during user’s tests. Literature would make us to expect to see differences on Intrusiveness per advertising format but results have showed no statistically significant differences to conclude that. Dependent variables have also showed no influence of these on Intrusiveness. Only ‘attitude towards advertising’ variable has showed an inverted influence on Intrusiveness although it’s not possible to generalize it. All in all it was done an introspective analysis in order to understand why these results aren’t compliant, raising issues which might explain it.

Boris Akunin’s historical detective novels have sold more than eight million copies in Russia, and have been translated into nearly a dozen languages. Boris Akunin is the pen name of literary critic and translator Grigory Chkhartishvili. Born in 1956 in the republic of Georgia, he published his first detective stories in 1998. His first series of novels, beginning with Azazel’ and followed by Turetskii gambit, feature a dashing young police inspector, Erast Fandorin. Fandorin’s adventures take place in the Russian Empire of the late nineteenth century, and he regularly finds himself at the center of key historic events. The first book takes place over one summer, May to September 1876, as the intrepid Fandorin, on his first case, unveils an international organization of conspirators—Azazel’—bent on changing the course of world events. The second takes place two years later from July 1877 to March 1878 during Russia’s war with the Ottoman Empire. The young detective again clashes with Azazel’, as he unravels a Turkish agent’s intricate plan to weaken and destroy the Russian state. Both adventures have proven wildly popular and entertaining, while maintaining a certain literary value. The exploration of time and space in Russian literature was once a popular subject of discourse, but since the 1970s it has been somewhat ignored, rarely applied to contemporary works, and even less to works of popular culture. Akunin’s treatment of time and space, however, especially given the historical setting of his works, is unique. Azazel’, for example, maintains a lightning pace with a tight chronology and a rapidly changing series of locales. Turetskii gambit presents a more laconic pace, and, though set in the vast Caucasus region, seems more claustrophobic as it methodically works towards its conclusion. Both works employ a seemingly impersonal narrator, who, nonetheless, speaks in a distinctly 19th century tone, and both works cast their adventures within the framework of actual historical events and locations. This thesis analyzes core theories in literary time and space, applying them then to Akunin’s historical detective literature.

Video game studies pertaining to representations of gender, race, culture, and sexuality are commonly discussed in relation to the characters, narrative, or gameplay mechanics. Video game environments are often left out of these discussions as most publications focus on how the environment was created and environmental storytelling. In this pilot study the researcher had participants analyze and discuss three futuristic, dystopian environments that contained alternative ways of representing gender, race, culture, and sexuality. The environments did not have gameplay or character interactions so that the player could focus on the environment. Results indicated that futuristic dystopian environments do not need to rely on stereotypes and harmful depictions to evoke core themes, even if they relate to violence, sex, oppression, or addiction. However, a lack of representation or a “neutral” take on representating gender, race, sexuality, and culture results in world that feels bland, isolated, and unnatural. Additionally, while participants disagreed on certain representations or noticed different aspects of the environments, the researcher found that focusing on “playtesting” just the environment can reveal how certain values, themes, and representations arise out of prop repetition, prop juxtaposition, and even how the player moves physically through the space.