Non-conventional advertising formats in television versus spots: An analysis based on the generated recall

Advertising investment and audience figures indicate that television continues to lead as a mass advertising medium. However, its effectiveness is questioned due to problems such as zapping, saturation and audience fragmentation. This has favoured the development of non-conventional advertising formats. This study provides empirical evidence for the theoretical development. This investigation analyzes the recall generated by four non-conventional advertising formats in a real environment: short programme (branded content), television sponsorship, internal and external telepromotion versus the more conventional spot. The methodology employed has integrated secondary data with primary data from computer assisted telephone interviewing (CATI) were performed ad-hoc on a sample of 2000 individuals, aged 16 to 65, representative of the total television audience. Our findings show that non-conventional advertising formats are more effective at a cognitive level, as they generate higher levels of both unaided and aided recall, in all analyzed formats when compared to the spot.

The large- and small-scale Ca IIK structure of the Milky Way from observations of Galactic and Magellanic sightlines

Aims. The large and small-scale (pc) structure of the Galactic interstellar medium can be investigated by utilising spectra of early-type stellar probes of known distances in the same region of the sky. This paper determines the variation in line strength of Ca ii at 3933.661 Å as a function of probe separation for a large sample of stars, including a number of sightlines in the Magellanic Clouds. 

Methods. FLAMES-GIRAFFE data taken with the Very Large Telescope towards early-type stars in 3 Galactic and 4 Magellanic open clusters in Ca ii are used to obtain the velocity, equivalent width, column density, and line width of interstellar Galactic calcium for a total of 657 stars, of which 443 are Magellanic Cloud sightlines. In each cluster there are between 43 and 111 stars observed. Additionally, FEROS and UVES Ca ii K and Na i D spectra of 21 Galactic and 154 Magellanic early-type stars are presented and combined with data from the literature to study the calcium column density - parallax relationship. 

Results. For the four Magellanic clusters studied with FLAMES, the strength of the Galactic interstellar Ca ii K equivalent width on transverse scales from ∼0.05-9 pc is found to vary by factors of ∼1.8-3.0, corresponding to column density variations of ∼0.3-0.5 dex in the optically-thin approximation. Using FLAMES, FEROS, and UVES archive spectra, the minimum and maximum reduced equivalent widths for Milky Way gas are found to lie in the range ∼35-125 mÅ and ∼30-160 mÅ for Ca ii K and Na i D, respectively. The range is consistent with a previously published simple model of the interstellar medium consisting of spherical cloudlets of filling factor ∼0.3, although other geometries are not ruled out. Finally, the derived functional form for parallax (π) and Ca ii column density (N_CaII) is found to be π(mas) = 1 / (2.39 × 10^-13 × N_CaII (cm^-2) + 0.11). Our derived parallax is ∼25 per cent lower than predicted by Megier et al. (2009, A&A, 507, 833) at a distance of ∼100 pc and ∼15 percent lower at a distance of ∼200 pc, reflecting inhomogeneity in the Ca ii distribution in the different sightlines studied.

Analytic modelling of the galactic fountain in the Milky Way potential

Le galassie a spirale, come la Via Lattea, sono caratterizzate dalla presenza di gas freddo e formazione stellare e vengono perciò chiamate star-forming. Per creare nuove stelle è necessaria una sufficiente riserva di gas, la cui disponibilità governa l’evoluzione della galassia stessa. Finora, non è stato individuato con certezza un meccanismo che possa alimentare la formazione di nuove stelle nelle galassie star-forming. Una delle possibili sorgenti di tale gas è l’alone galattico caldo (corona galattica) il cui raffreddamento e successivo accrescimento possono essere stimolati dal processo di fontana galattica. L’esplosione di supernovae porta nubi di gas freddo in orbita al di sopra del disco stellare; queste nubi raggiungono altezze dell’ordine del kiloparsec, interagendo con la corona di gas caldo. Il moto delle nubi all’interno di un mezzo meno denso comporta l’instaurarsi dell’instabilità di Kelvin-Helmholtz, che ’strappa’ gas dalle nubi e causa la condensazione di materia coronale. Quest’ultima viene quindi accresciuta e, ricadendo sul disco, trasferisce nuovo materiale alla galassia e ne alimenta la formazione stellare. Lo scopo di questa tesi è derivare un modello analitico di fontana galattica che consenta di ottenere una formulazione analitica per il tempo orbitale, cioè il tempo richiesto alle nubi per ricadere sul disco galattico. Infatti, più u tempo le nubi impiegano per attraversare il materiale coronale caldo e ricadere sul disco, più materiale viene accresciuto durante l’orbita. Conoscendo i tempi orbitali sarebbe possibile calcolare il tasso di accrescimento legato al fenomeno di fontana e studiarne l’andamento con il raggio del disco. Questo modello potrebbe rivelarsi utile per lo studio dell’impatto della fontana nell’evoluzione globale del disco galattico e della chimica dell’intera galassia.

Liquid film dynamics in horizontal and tilted tubes: dry spots and sliding drops

Using a model derived from lubrication theory, we consider the evolution of a thin viscous film coating the interior or exterior of a cylindrical tube. The flow is driven by surface tension and gravity and the liquid is assumed to wet the cylinder perfectly. When the tube is horizontal, we use large-time simulations to describe the bifurcation structure of the capillary equilibria appearing at low Bond number. We identify a new film configuration in which an isolated dry patch appears at the top of the tube and demonstrate hysteresis in the transition between rivulets and annular collars as the tube length is varied. For a tube tilted to the vertical, we show how a long initially uniform rivulet can break up first into isolated drops and then annular collars, which subsequently merge. We also show that the speed at which a localized drop moves down the base of a tilted tube is non-monotonic in tilt angle.

Chemical composition of Milky Way satellites: Magellanic Clouds and Sagittarius dwarf galaxy

This PhD project is aimed at investigating the chemical composition of the stellar populations in the closest satellites of the Milky Way (MW), namely the Large and Small Magellanic Cloud (LMC and SMC, respectively) and the remnant of the Sagittarius (Sgr) dwarf spheroidal galaxy. Their proximity allows us to resolve their individual stars both with spectroscopy and photometry, studying in detail the characteristics of their stellar populations. All these objects are interacting galaxies: LMC and SMC are in an early stage of a minor merger event, and Sgr is being disrupted by the tidal field of the MW. There is a plenty of literature regarding the chemical composition of these systems, however, the extension of these galaxies prevents a complete and homogeneous analysis. Therefore, we homogeneously analysed stellar spectra belonging to MW and its satellites galaxies and we derived their chemical compositions. We highlighted the importance of a homogeneous analysis in the comparison among different galaxies or different samples, to avoid systematics due to different methods or physical assumptions.

Mock HI observations of Milky Way-like simulated galaxies

L'obiettivo di questo lavoro di tesi consiste nel descrivere sia il processo necessario per la creazione di osservazioni sintetiche di galassie simulate simili alla Via Lattea nella riga di emissione a 21 cm dell'idrogeno neutro (HI), sia il lavoro di analisi fondamentale che serve a confrontare in modo efficace l'output generato con delle osservazioni di galassie reali. Come prima cosa è descritta la teoria quantistica che sta alla base dell'emissione a 21 cm di HI, illustrando l'importanza di tale riga di emissione nell'ambito dell'astronomia e come si possano ottenere informazioni fondamentali sulle sorgenti di questa radiazione a partire dai dati osservativi. Il lavoro poi si focalizza sull'utilizzo del software MARTINI per la creazione di osservazioni sintetiche della linea a 21 cm per una galassia simulata con proprietà simili alla Via Lattea generata utilizzando il modello numerico SMUGGLE. Infine, si passa ad una breve descrizione dell'analisi dei dati sintetici creati, e al loro confronto con dei dati provenienti da osservazioni reali di galassie con proprietà simili, per ottenere una valutazione qualitativa della bontà del modello SMUGGLE impiegato nella simulazione numerica.

Advancing Bag-of-visual-words Representations For Lesion Classification In Retinal Images.

Diabetic Retinopathy (DR) is a complication of diabetes that can lead to blindness if not readily discovered. Automated screening algorithms have the potential to improve identification of patients who need further medical attention. However, the identification of lesions must be accurate to be useful for clinical application. The bag-of-visual-words (BoVW) algorithm employs a maximum-margin classifier in a flexible framework that is able to detect the most common DR-related lesions such as microaneurysms, cotton-wool spots and hard exudates. BoVW allows to bypass the need for pre- and post-processing of the retinographic images, as well as the need of specific ad hoc techniques for identification of each type of lesion. An extensive evaluation of the BoVW model, using three large retinograph datasets (DR1, DR2 and Messidor) with different resolution and collected by different healthcare personnel, was performed. The results demonstrate that the BoVW classification approach can identify different lesions within an image without having to utilize different algorithms for each lesion reducing processing time and providing a more flexible diagnostic system. Our BoVW scheme is based on sparse low-level feature detection with a Speeded-Up Robust Features (SURF) local descriptor, and mid-level features based on semi-soft coding with max pooling. The best BoVW representation for retinal image classification was an area under the receiver operating characteristic curve (AUC-ROC) of 97.8% (exudates) and 93.5% (red lesions), applying a cross-dataset validation protocol. To assess the accuracy for detecting cases that require referral within one year, the sparse extraction technique associated with semi-soft coding and max pooling obtained an AUC of 94.2 ± 2.0%, outperforming current methods. Those results indicate that, for retinal image classification tasks in clinical practice, BoVW is equal and, in some instances, surpasses results obtained using dense detection (widely believed to be the best choice in many vision problems) for the low-level descriptors.

Triboelectricity In Insulating Polymers: Evidence For A Mechanochemical Mechanism.

Transfer of reaction products formed on the surfaces of two mutually rubbed dielectric solids makes an important if not dominating contribution to triboelectricity. New evidence in support of this statement is presented in this report, based on analytical electron microscopy coupled to electrostatic potential mapping techniques. Mechanical action on contacting surface asperities transforms them into hot-spots for free-radical formation, followed by electron transfer producing cationic and anionic polymer fragments, according to their electronegativity. Polymer ions accumulate creating domains with excess charge because they are formed at fracture surfaces of pulled-out asperities. Another factor for charge segregation is the low polymer mixing entropy, following Flory and Huggins. The formation of fractal charge patterns that was previously described is thus the result of polymer fragment fractal scatter on both contacting surfaces. The present results contribute to the explanation of the centuries-old difficulties for understanding the triboelectric series and triboelectricity in general, as well as the dissipative nature of friction, and they may lead to better control of friction and its consequences.

Metal Ions Bound To The Human Milk Immunoglobulin A: Metalloproteomic Approach.

The presence of calcium, iron, and zinc bound to human milk secretory IgA (sIgA) was investigated. The sIgA components were first separated by two-dimensional polyacrylamide gel electrophoresis and then identified by electrospray ionization-tandem mass spectrometry (ESI MS MS). The metal ions were detected by flame atomic absorption spectrometry after acid mineralization of the spots. The results showed eight protein spots corresponding to the IgA heavy chain constant region. Another spot was identified as the transmembrane secretory component. Calcium was bound to both the transmembrane component and the heavy chain constant region, while zinc was bound to the heavy chain constant region and iron was not bound with the identified proteins. The association of a metal ion with a protein is important for a number of reasons, and therefore, the findings of the present study may lead to a better understanding of the mechanisms of action and of additional roles that sIgA and its components play in human milk.

Comparative Study Of Transgenic And Non-transgenic Maize (zea Mays) Flours Commercialized In Brazil, Focussing On Proteomic Analyses.

Genetically modified foods are a major concern around the world due to the lack of information concerning their safety and health effects. This work evaluates differences, at the proteomic level, between two types of crop samples: transgenic (MON810 event with the Cry1Ab gene, which confers resistance to insects) and non-transgenic maize flour commercialized in Brazil. The 2-D DIGE technique revealed 99 differentially expressed spots, which were collected in 2-D PAGE gels and identified via mass spectrometry (nESI-QTOF MS/MS). The abundance of protein differences between the transgenic and non-transgenic samples could arise from genetic modification or as a result of an environmental influence pertaining to the commercial sample. The major functional category of proteins identified was related to disease/defense and, although differences were observed between samples, no toxins or allergenic proteins were found.

Avaliação motora para a pessoa deficiente mental nas APAEs da região de Campinas-SP : um estudo de caso

Universidade Estadual de Campinas. Faculdade de Educação Física

Communicative and psycholinguistic abilities in children with phenylketonuria and congenital hypothyroidism

The Neonatal Screening for Inborn Errors of Metabolism of the Association of Parents and Friends of Special Needs Individuals (APAE) - Bauru, Brazil, was implanted and accredited by the Brazilian Ministry of Health in 1998. It covers about 286 cities of the Bauru region and 420 collection spots. Their activities include screening, diagnosis, treatment and assistance to congenital hypothyroidism (CH) and phenylketonuria (PKU), among others. In 2005, a partnership was established with the Department of Speech-Language Pathology and Audiology, Bauru School of Dentistry, University of São Paulo, Bauru, seeking to characterize and to follow, by means of research studies, the development of the communicative abilities of children with CH and PKU. OBJECTIVE: The aim of this study was to describe communicative and psycholinguistic abilities in children with CH and PKU. MATERIALS AND METHODS: Sixty-eight children (25 children aged 1 to 120 months with PKU and 43 children aged 1 to 60 months with CH) participated in the study. The handbooks were analyzed and different instruments were applied (Observation of Communication Behavior, Early Language Milestone Scale, Peabody Picture Vocabulary Test, Gesell & Amatruda's Behavioral Development Scale, Portage Operation Inventory, Language Development Evaluation Scale, Denver Developmental Screening Test, ABFW Child Language Test-phonology and Illinois Test of Psycholinguistic Abilities), according to the children's age group and developmental level. RESULTS: It was observed that the children with PKU and CH at risk for alterations in their developmental abilities (motor, cognitive, linguistic, adaptive and personal-social), mainly in the first years of life. Alterations in the psycholinguistic abilities were also found, mainly after the preschool age. Attention deficits, language and cognitive alterations were more often observed in children with CH, while attention deficits with hyperactivity and alterations in the personal-social, language and motor adaptive abilities were more frequent in children with PKU. CONCLUSION: CH and PKU can cause communicative and psycholinguistic alterations that compromise the communication and affect the social integration and learning of these individuals, proving the need of having these abilities assisted by a speech and language pathologist.

Clinical, microscopic and imaging findings associated to Mccune-Albright syndrome: report of two cases

McCune-Albright syndrome is characterized by the triad café-au-lait cutaneous spots, polyostotic fibrous dysplasia and endocrinopathies. This article presents two cases of McCune-Albright syndrome in a middle-aged woman and a young girl. Both patients presented café-au-lait spots on the face and other parts of the body and expansion of the mandible with radiopaque-radiolucent areas with ground-glass radiographic appearance, and were diagnosed as having fibrous dysplasia and endocrine disorders. The patient of Case 1 had fibrous dysplasia on the upper and lower limbs, thorax, face and cranium, early puberty, hyperglycemia, hyperthyroidism and high serum alkaline phosphatase levels. The patient of Case 2 presented lesions on the upper limbs and evident endocrine disorders. In both cases presented in this article, the initial exam was made because of the mandibular lesion. However, a diagnosis of fibrous dysplasia must lead to investigation of the involvement of other bones, characterizing polyostotic fibrous dysplasia, which is manifested in a number of diseases. An accurate differential diagnosis is mandatory to determine the best treatment approach for each case.