A construção do ator mulher contemporânea em publicidades de Você S/A

In this article, we aim at analysing, from the perspective of greimasian semiotic theory, how the actor contemporary woman is built in three advertisements published in the magazine VOCÊ S/A in editions of years 2001, 2004 and 2011. Although we have chosen to organize the analysis in that order, the issue of time is not the focus of our work. Our focus in this work will be on the thematic roles of wife, mother, housewife, professional and “woman”, played by the actor who, entering in conjunction with the advertised objects, can be a fulfilled wife/mother and a successful professional or, even, can be “more woman”.

A publicidade na canção: diversão como sedução de solução

This article intends to cause reflection on the advertisement strategy applied by Fernanda Abreu (FA) in order to understand the song “Disco Club 2 (Melo Radical)” from the album SLA radical dance disco club by FA. The composition seduces the subjects involved in the song process to listen to it somehow. The analysis is based on chronotopy, conception developed by the Bakhtin, Medvedev and Volochinov Circle. The idea carried by the song is a meeting at night at a funk club where FA is with other people. Therefore, the song becomes its own advertisement as a product of consumerism.

Revista o cruzeiro: a figura feminina em publicidades de sabonetes de 1949

This article aims at the application of semiotic theory of French line to soap advertisements publicized in the magazine O Cruzeiro in the year 1949. Our objective is to reconstruct the women’s figure present in these texts and to establish its relation to the persuasion of the reader who is led to acquire not only the products, but mainly the values hidden in the announced objects. From the theory we use the generative course of meaning, focusing on the discourse level and assimilating the consumption axiologies proposed by each advertisement. Finally, we intend to assimilate the standard behavior of that society post-Second World War.

A prática como lócus de formação de professores e produção de saberes na Educação Física

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

Medicalização em um serviço público de Saúde Mental: um estudo sobre a prescrição de psicofármacos

News of the fifth version of Diagnostic and Statistical Manual of Mental Disorders (DSM-5) bringing an enlarged listing of diagnostic possibilities has fomented discussion concerning the tendency, recognizable in contemporary psychiatric practices, of including ordinary suffering of everyday life in psychiatric diagnosis and submit same to psychopharmacological treatment. The present paper brings to this discussion data obtained from field research about the prescription of psychopharmacs in the psychiatric care of a public mental health service. The results reveal that the psychiatry of the service keeps practically all of its users under prescription, and that medical discharge is extremely rare. The paper organizes elements critical to this practice and concludes that due to its inadequacy as to the objectives of promotion of personalized care concerned with autonomy and citizenship, present in the current national guidelines for public policies in mental health.

Lendas para cantar: Uma análise dialógica do discurso das canções amazônicas de Waldemar Henrique

Pós-graduação em Linguística e Língua Portuguesa - FCLAR

Variação geográfica no canto de anúncio de Dendropsophus Nanus (Anura, Hylidae)

Pós-graduação em Biologia Animal - IBILCE

A new species of hylodes (Anura, Hylodidae) and its secretive underwater breeding behavior

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

Calling activity and vocal repertoire of hypsiboas prasinus (Anura, Hylidae), a treefrog from the Atlantic Forest of Brazil

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

A new species of Rhinella (Anura: Bufonidae) from Northeastern Brazil

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

Publicidade em odontologia: avaliação dos aspectos éticos envolvidos

Objective: To verify whether the professionals who make use of advertising in Dentistry by means of billboards respect the ethical aspects determined by the Federal Council of Dentistry Resolution No 71, 2006. Methods: This was an observational study in which 178 billboards of dental clinics in the municipality of São Paulo were assessed. Results: Among the billboards analyzed, 91.4% belonged to private persons and 9.6% to corporate bodies. With regard to the ethical aspects related to the advertisement, only 44.9% of the billboards presented all the mandatory items in accordance with the Federal Council of Dentistry. The item found the least number of times in the advertisements was the registration number in the Regional Council of Dentistry (34.8%). Among the items allowed by the Federal Council of Dentistry, the telephone number (65.2%) was the most commonly found. Among the ethical infractions, 1.7% of the billboards advertised the terms of payment. Conclusion: Professionals are not following the ethical precepts established by the Code of Ethics in Dentistry, and awareness of these professionals needs to be aroused, so that information about their services is communicated and divulged in an ethical manner.

Biologia reprodutiva de Hypsiboas lundii (Anura, Hylidae) em um fragmento de Cerrado no sudoeste de Minas Gerais

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

História natural de Phyllomedusa ayeaye (Anura, Hylidae) na Serra da Canastra, Minas Gerais

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

Geografia e imagem publicitária: um diálogo possível

The aim of present work is the interpretation of a Coca Cola soft drink advertising image that is shown on a billboard in the city of Presidente Prudente, in São Paulo state. The billboard shows a scene of the video titled Happiness Factory which was presented on television in 2008. Decoding this kind of image, which is integrated to the theoretical and methodical option, favors the visual perception of shapes and their meanings as a reading of the image and the inclusion of the studies of phenomenology of cultural geography to the social reality could reveal some other dimensions, such as the symbolic, the imaginary, the aesthetic ones.This fact will contribute to widen the social trait of Geography and it represents our object of study.The reading will be done after some reflexion on the function of an external advertisement, that is, within the urban context of Presidente Prudente when refering to billboard being studied. It will also be discussed the importance of becoming a critical reader when interpreting advertising messages presented by the communication means in general.

Tobacco in adolescence: importance to knowledge the health hazards and preventive measures

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)