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Doctoral Thesis
DOI
https://doi.org/10.11606/T.27.2006.tde-19052009-161753
Document
Author
Full name
Arlindo Ornelas Figueira Neto
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2006
Supervisor
Committee
Souza, Sandra Maria Ribeiro de (President)
Barco, Luiz
Bastos Filho, Heliodoro Teixeira
Ikeda, Ana Akemi
Oliveira, Pelópidas Cypriano de
Title in Portuguese
Em "Curso de Ferreiro".... ou o uso da comunicação para a potencialização do aproveitamento discente no ensino de publicidade e propaganda na ECA/USP
Keywords in Portuguese
ECA / USP
Endomarketing no ensino
Ensino de publicidade e propaganda
Motivação discente
Abstract in Portuguese
Esta tese estuda atitudes e comportamentos dos alunos de Publicidade e Propaganda da ECA/USP quanto ao seu relacionamento com o curso. Através de pesquisas qualitativas procurou verificar as expectativas e as motivações de vestibulandos e ingressantes no tocante ao aprendizado acadêmico e à carreira, e com a realização de pesquisas quantitativas buscou medir o grau de satisfação com o curso e a escola, bem como as principais razões de satisfação / insatisfação. Verificado que muito da insatisfação e da decepção dos alunos origina-se de uma imagem estereotipada da carreira e do pouco conhecimento do curso, o autor procurou mostrar que é possível minorar estes sentimentos dos alunos e motivá-los às atividades acadêmicas usando os próprios instrumentos que a escola se propõe a ensinar, ou seja, as técnicas de comunicação persuasiva.
Title in English
Em "Curso de Ferreiro".... ou o uso da comunicação para a potencialização do aproveitamento discente no ensino de publicidade e propaganda na ECA/USP
Keywords in English
and Endomarketing teach
ECA/USP
Teach advertising
Teaching motivation
Abstract in English
This thesis study all attitudes and behaviour from Advertising students of ECA/USP related to their course. By qualitative researches the author tried to verify the expectation and motivation that concern all beginners and students who are starting their academic life and their careers. By quantitative researches he tried also measure the degree of satisfaction from new students related to their course and school. Moreover he found the real purposes of satisfaction and dissatisfaction of these students analysed. The degree of dissatisfaction and deception that showed all students analysed became from the stereotype career and unknown description that they are from their course. The author tried to show that is possible to minimize these feelings and motivate all students towards academic activities by tools who are originally teaching at school as persuasive communication techniques.
 
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85562.pdf (6.45 Mbytes)
Publishing Date
2009-07-02
 
WARNING: The material described below relates to works resulting from this thesis or dissertation. The contents of these works are the author's responsibility.
  • FIGUEIRA NETO, A. O., e SOUZA, Sandra. A formação em propaganda. In VictoAQUINO. A Usp e a invenção da Propaganda: 40 anos depois. Organizador. São Paulo : Fundac, 2010{Volume}. cap. 1, p. 73-92.http://www.teses.usp.br/teses/disponiveis/27/27153/tde-19052009-161753/
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