Os padrões éticos da propaganda na América Latina

O presente estudo busca compreender a percepção sobre o conceito de ética, a performance ética e a responsabilidade social na atividade de propaganda na América Latina. Foram definidos padrões e diretrizes que norteiam a ação de um publicitário e, em função deles, foram analisadas tendências e intuições dos profissionais em nove países: Argentina, Brasil, Chile, Costa Rica, Guatemala, Honduras, México, Panamá e Venezuela. A ausência de perspectiva ética pode estar sendo encontrada em muitas campanhas publicitárias veiculadas de inúmeras formas, nos anúncios de produtos, serviços e idéias.

Estratégias de propaganda de marcas brasileiras no Mercosul

O presente estudo busca identificar as estratégias de propaganda utilizadas na região do Mercosul e analisar os fatores associados à escolha dessas estratégias. Um modelo conccitual é desenvolvido e testa­do para estratégias de propaganda adotadas por marcas brasileiras anunciadas no Brasil, Argentina, Paraguai e Uruguai. Os resultados obtidos neste estudo exploratório sugerem que, apesar dos consumidores dos países integrantes do Mercosul serem vistos como diferentes, a padronização dos elementos da propaganda é a estratégia mais utilizada pelos participantes deste estudo.

Cor ou escolaridade de personagens de propaganda? Preferências entre universitários

A literatura sobre a avaliação de personagens na propaganda mostra que a identificação de grupos sociais com a etnia varia segundo o objeto investigado. Com o objetivo de contribuir para esse campo foi realizado um survey com 4.200 universitários a fim de identificar suas reações à propaganda de um relógio de pulso. As análises foram feitas com três variáveis dependentes avaliando propaganda, produto e personagem; e três variáveis independentes avaliando a cor do respondente assim como a cor e o nível de escolaridade do personagem na percepção dos respondentes. Os resultados mostraram que a cor do personagem surtiu pouco efeito sobre a avaliação da propaganda e do produto, mesmo entre respondentes da mesma cor de pele. No entanto, a percepção do grau de escolaridade do personagem mostrou-se significativa para explicar as diferentes avaliações do produto e da propaganda.

USE AND CONSEQUENCES OF PARTICIPATORY GIS IN A MEXICAN MUNICIPALITY: APPLYING A MULTILEVEL FRAMEWORK

This paper seeks to understand the use and the consequences of Participatory Geographic Information System (PGIS) in a Mexican local community. A multilevel framework was applied, mainly influenced by two theoretical lenses – structurationist view and social shaping of technology – structured in three dimensions – context, process and content – according to contextualist logic. The results of our study have brought two main contributions. The first is the refinement of the theoretical framework in order to better investigate the implementation and use of Information and Communication Technology (ICT) artifacts by local communities for social and environmental purposes. The second contribution is the extension of existing IS (Information Systems) literature on participatory practices through identification of important conditions for helping the mobilization of ICT as a tool for empowering local communities.

Breast cancer in Mexican women: an epidemiological study with cervical cancer control

INTRODUCTION: In Mexico, breast cancer (BC) is one of the main causes of cancer deaths in women, with increasing incidence and mortality in recent years. Therefore, the aim of the study is identify possible risk factors related to BC. METHODS: An epidemiological study of hospital cases of BC and controls with cervical uterine cancer (CUCA) was carried out at eight third level concentration hospitals in Mexico City. The total of 353 incident cases of BC and 630 controls with CUCA were identified among women younger than 75 years who had been residents of the metropolitan area of Mexico City for at least one year. Diagnosis was confirmed histologically in both groups. Variables were analyzed according to biological and statistical plausibility criteria. Univariate, bivariate and multivariate analyses were carried out. Cases and controls were stratified according to the menopausal hormonal status (pre and post menopause). RESULTS: The factors associated with BC were: higher socioeconomic level (OR= 2.77; 95%CI = 1.77 - 4.35); early menarche (OR= 1.32; 95%CI= 0.88 - 2.00); old age at first pregnancy (>31 years: OR= 5.49; 95%CI= 2.16 - 13.98) and a family history of BC (OR= 4.76; 95% CI= 2.10 - 10.79). In contrast, an increase in the duration of the breastfeeding period was a protective factor (>25 months: OR= 0.38; 95%CI= 0.20 - 0.70). CONCLUSIONS: This study contributes to the identification of risk factors for BC described in the international literature, in the population of Mexican women. Breastfeeding appears to play an important role in protecting women from BC. Because of changes in women`s lifestyles, lactation is decreasing in Mexico, and young women tend not to breastfeed or to shorten the duration of lactation.

Intra-familial physical violence among Mexican and Egyptian youth

OBJECTIVE: To determine the prevalence of experiencing intra-familial violence among Mexican and Egyptian youth and to describe its associated risk factors. METHODS: Data from questionnaires applied to 12,862 Mexican and 5,662 Egyptian youth, aged 10 to 19, who attended public schools were analyzed. Biviarate and logistic regression analysis were used to determine the relationship between socio-demographics, the experience of intra-familial violence and violence perpetration. RESULTS: The prevalence of having experienced intra-familial violence was comparable across the Mexican and Egyptian populations (14% and 17%, respectively). In Mexico, young men were more likely to have experienced such violence (OR=2.36) than women, whereas in Egypt, young women were at slightly greater risk than young men (OR=1.25). Older age, male gender and urban residence were independent correlates of experiencing intra-familial violence among Mexican youth. For Egyptian adolescents, in contrast, younger age, female gender and having non-married parents were independent correlates of victimization. Intra-familial violence victims were also more likely than non-victims to perpetrate violence (Mexico: OR=13.13; Egypt: OR=6.58). CONCLUSIONS: Mexican and Egyptian youth experienced intra-familial violence at a relatively low prevalence when compared with youth of other countries. A strong association was found between experiencing intra-familial violence and perpetrating violence.