Tendência sócio-cultural da alimentação saudável no Brasil e sua re-significação a partir da publicidade: um estudo de caso da campanha Maxi-goiabinha da Bauduco

Tendências sócio-culturais costumam ser incorporadas no mercado de consumo na forma de produtos e campanhas publicitárias. Para isto, as empresas tendem a resignificar as tendências para que se tornem argumentos de venda de seus novos produtos. Este estudo toma como objeto um produto lançado no mercado, no caso a Maxi-Goiabinha da Bauducco, e discute através de referências bibliográficas e outros exemplos de mercado como se dá a re-significação deste produto em específico. O objetivo desta dissertação é identificar de que maneira as tendências de alimentação saudável foram simplificadas, transformadas em ícones e exemplificadas através de um estilo de vida pela publicidade do produto Maxi-Goiabinha. O estudo busca os elementos que serviram como influência da campanha, a razão da utilização destes elementos e quais os potenciais impactos do produto no mercado em que está inserido. A escolha do produto Maxi-Goiabinha é interessante por ser um produto de uma marca notoriamente indulgente, a Bauducco, que procura se inserir num mercado com argumentos saudáveis que não faz parte do posicionamento original da marca. A relação mostra a fragilidade da marca para manter a sua identidade ao ser confrontada com a oportunidade de maior faturamento ao se aproveitar de uma tendência de mercado. Conclui-se que a publicidade provê os consumidores de informação e a partir desta, eles passam a procurar por características mais saudáveis no mercado de consumo, o que gera uma transformação potencialmente positiva no mercado. No entanto, ao se utilizar como ícones de seus comerciais pessoas que mostram um balanço perfeito entre saúde, vida pessoal e vida profissional, pode-se gerar um aumento da ansiedade no consumidor médio para se tornarem tão bem sucedidos quanto este homem ou mulher ideal. Discute-se se as escolhas disponibilizadas pela indústria no atual contexto de consumo oprimem ou libertam o consumidor, pois ao mesmo tempo em que lhe é dado o poder de escolha, também lhe é cobrado, através dos ícones das publicidades, ser feliz e bem sucedido em dezenas de facetas e papéis que acompanham a multiplicidade da vida contemporânea.

Tax filing choices for the household under separable spheres bargaining

If household choices can be rationalized by the maximization of a well defined utility function, allowing spouses to file individually or jointly is equivalent to offering the envelope of the two tax schedules. If, instead, household ’preferences’ are constantly being redefined through bargaining, the option to file separately may affect outcomes even if it is never chosen. We use Lundberg and Pollak’s (1993) separate spheres bargaining model to assess the impact of filing options on the outcomes of primary and secondary earners. Threat points of the household’s bargain are given for each spouse by the utility that he or she attains as a follower of a counter-factual off-equilibrium Stackelberg game played by the couple. For a benchmark tax system which treats a couple’s average taxable income as if it were that of a single individual, we prove that if choices are not at kinks, allowing couples to choose whether to file jointly or individually usually benefits the secondary earner. In our numeric exercises this is also the case when choices are at kinks as well. These findings are, however, quite sensitive to the details of the tax system, as made evident by the examination of an alternative tax system.

Turistas da terceira idade nas Olimpíadas de 2016: guilines para elaboração de projetos para capacitação da cidade do Rio de Janeiro

Um dos benefícios para a cidade-sede de um megaevento esportivo do porte dos Jogos Olímpicos no âmbito do turismo é a repercussão e a divulgação espontânea desta cidade como destino nacional e internacional. Sendo assim, é necessário que o Rio de Janeiro aproveite a oportunidade de sediar os Jogos Olímpicos de 2016 para se firmar como destino competitivo global para diferentes segmentos desenvolvendo programas e ações que atendam adequadamente a demanda dos variados nichos de mercado em longo prazo. Assim sendo, este trabalho consiste na definição de guidelines para a elaboração de projetos que capacitem diversos setores do turismo com foco na terceira idade. A evolução no quadro populacional mundial e brasileiro indica que esse público é a parcela que apresenta maior índice de crescimento. Acompanhando este aumento, percebe-se que o idoso possui uma vida ativa e que cada vez mais encontra no turismo o meio de atingir satisfação e prazer. Os guidelines aqui apresentados para orientar a elaboração de projetos são: qualificação de profissionais; adequação da oferta turística; criação de um Selo da Qualidade e; elaboração de um guia. Espera-se que com essas ações implementadas, a cidade do Rio de Janeiro se torne destino referência para o segmento de pessoas com idade acima de 60 anos oferecendo um produto turístico de qualidade, sendo este um dos legados positivos das Olimpíadas de 2016.

Inflation and occupational choices

This paper studies the impact of (high rates) of infiation on ocupational choices in a model where the demand for labor is derived from a production technology that uses capital, productive labor, and managerial services done by administrative labor and money; while the supply of both kinds of labor is rigid in the short-run due to irreversible professional choices. The dynamic path of the economy after stabilization plans exhibits the main sty!ized facts reported in the literature inc1uding an initial consumption boon followed by a gradual adjustment. In its open economy version, the initial phase of the transitional dynamics exhibits capital infiight. The model also generates an increase of income inequality during the trasitional dynamics.

Lifestyle factors, direct and indirect costs for a Brazilian airline company

OBJECTIVE: To analyze lifestyle risk factors related to direct healthcare costs and the indirect costs due to sick leave among workers of an airline company in Brazil. METHODS: In this longitudinal 12-month study of 2,201 employees of a Brazilian airline company, the costs of sick leave and healthcare were the primary outcomes of interest. Information on the independent variables, such as gender, age, educational level, type of work, stress, and lifestyle-related factors (body mass index, physical activity, and smoking), was collected using a questionnaire on enrolment in the study. Data on sick leave days were available from the company register, and data on healthcare costs were obtained from insurance records. Multivariate linear regression analysis was used to investigate the association between direct and indirect healthcare costs with sociodemographic, work, and lifestyle-related factors. RESULTS: Over the 12-month study period, the average direct healthcare expenditure per worker was US$505.00 and the average indirect cost because of sick leave was US$249.00 per worker. Direct costs were more than twice the indirect costs and both were higher in women. Body mass index was a determinant of direct costs and smoking was a determinant of indirect costs. CONCLUSIONS: Obesity and smoking among workers in a Brazilian airline company were associated with increased health costs. Therefore, promoting a healthy diet, physical activity, and anti-tobacco campaigns are important targets for health promotion in this study population.

The influence of lifestyle and gender on sickness absence in brazilian workers

Background: Despite an increasing body of knowledge concerning gender and lifestyle factors as determinants of sickness absence in well-developed countries, the relationship between these variables has not been elucidated in emerging economic power countries, where the burden of non-communicable diseases is particularly high. This study aimed to analyze the relationships among lifestyle-related factors and sick leave and to examine whether gender differences in sickness absence can be explained by differences in socio-demographic, work and lifestyle-related factors among Brazilian workers. Methods: In this longitudinal study with a one year follow-up among 2.150 employees of a Brazilian airline company, sick leave was the primary outcome of interest. Independent variables collected by interview at enrolment in the study were gender, age, educational level, type of work, stress, and lifestyle-related factors (body mass index, physical activity and smoking). In addition, the risk for coronary heart disease was determined based on measurement of blood pressure, total cholesterol and glucose levels. The total number of days on sick leave during 12 months follow-up was available from the company register. Logistic regression analysis was used to determine the influence of socio-demographic, type of work and lifestyle-related factors on sick leave. Results: Younger employees, those with lower educational level, those who worked as air crew members and those with higher levels of stress were more likely to have sick leave. Body mass index and level of physical activity were not associated with sick leave. After adjustment by socio-demographic variables, increased odds for 10 or more days of sick leave were found in smokers (OR = 1.51, CI = 1.05-2.17), and ex-smokers (OR = 1.45, CI = 1.01-2.10). Women were more likely to have 10 or more days of sick leave. Gender differences were reduced mainly when adjusted for type of work (15%) and educational level (7%). Conclusions: The higher occurrence of sick leave among women than among men was partly explained by type of work and educational level. Our results suggest that type of work, a stressful life, and smoking are important targets for health promotion in this study population