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.

Desenhando um paraíso tropical: a construção do Rio de Janeiro como um destino turístico

As primeiras imagens (gráficas ou narrativas) que circularam no exterior sobre o Rio de Janeiro. O complexo processo de produção em série da imagem, envolvendo vários profissionais que muitas vezes trabalhavam a distância. As possibilidades econômicas de uma cidade a ser construída, e o interesse de imigrantes aventureiros e empreendedores. A cidade que os primeiros guias para viajantes pretendiam mostrar. A modernização da urbe, voltada para o olhar internacional. A construção da identidade nacional pela música, dança e a indústria do entretenimento. A identificação do carioca com os estereótipos que lhe foram concedidos.A perpetuação dos ícones da cidade. Este trabalho perpassa várias categorias temáticas, buscando revelar o processo de construção da cidade do Rio de Janeiro enquanto um destino turístico. Um paraíso tropical a ser conhecido.

E da fronteira veio um pioneiro : a frontier thesis de Frederick Jackson Turner (1861-1932)

O historiador Frederick Jackson Turner (1862-1931) é considerado o grande pai da historiografia moderna nos Estados Unidos. Sua frontier thesis postulava a centralidade da expansão das fronteiras ocidentais no processo de formação da nacionalidade estadunidense e na consolidação da democracia política naquela nação, abandonando uma história política factual e introduzindo uma interpretação calcada em fatores econômicos e sociais, com claras implicações presentistas. Graças a esta análise revolucionária, Turner tornou-se uma espécie de patrono da profissionalização da disciplina nos Estados Unidos, formando toda uma geração de historiadores a partir de seus seminários na Universidade Estadual do Wisconsin e em Harvard. Não só isso, mas a sua teoria encontrou apelo entre elementos da classe política e empresarial, incluindo dois Presidentes da República, Theodore Roosevelt (1901-1909) e Woodrow Wilson (1913-1921). A explicação para tal sucesso pode ser encontrada na relação entre a frontier thesis e o Mito da Fronteira, através de uma narrativa que fazia uso dos ícones e imagens do Mito enquadrados em uma retórica extremamente persuasiva. Nas páginas dos escritos de Turner, os norte-americanos marcham triunfalmente em direção a conquista de todo o continente, justificada pelo seu amor à democracia e por sua devoção ao progresso material e mental dos homens. Com isso, o historiador conseguiu unir uma valorização do agrarianismo primitivo com um elogio à evolução histórica dos Estados Unidos.

Personagem: Internet

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Biblioteca Digital de Teses e Dissertações: grau de utilização pelos mestrandos do curso de Ciência da Informação das Universidades Públicas Brasileiras

A pesquisa aborda o uso das Tecnologias de Informação e Comunicação, que vem revolucionando as atividades e ocasionando muitas mudanças relacionadas ao acesso e uso de informações. O objetivo foi analisar o grau de utilização do conhecimento científico produzido pelos Programas de Pós-Graduação das Universidades Públicas Brasileiras, através da BDTD, pelos mestrandos dos referidos programas. Nos procedimentos metodológicos realizados, procurou-se inicialmente analisar o amplo espectro da população do corpus da pesquisa. Em razão da impossibilidade de trabalhar com os Programas de Pós-Graduação como um todo, optou-se por fazer um recorte, elegendo os cursos de Pós-Graduação em Ciência da Informação, vez que estes representam o principal segmento social de interesse da pesquisa. Foi utilizado o método de estudo de usuários, onde se optou por adotar o grupo, “estudos orientados aos usuários”, que identifica as necessidades e comportamento de acesso e uso da informação. Para coletar os dados, elaborou-se um questionário semi-estruturado com 25 questões, que versavam sobre o uso, dificuldades de acesso e recuperação da informação, bem como a satisfação na utilização dessa fonte informacional. Dentre os vários resultados obtidos, podemos destacar o fato de que a maioria dos mestrandos (71,8%) só teve contato com a BDTD somente no momento em que se encontrava cursando o mestrado e, somente 24,3%, tiveram contato durante a graduação. Estes resultados representam um problema, que pode afetar o bom desempenho do projeto BDTD, o qual consiste em disseminar e divulgar a produção científica dos Programas de Pós-Graduação das Universidades Públicas Brasileiras para a sua comunidade. Foi observado também, que os mestrandos oriundos do curso de Biblioteconomia tende a ter contato com a BDTD bem mais cedo do que mestrandos de outros cursos de graduação. A fim de minimizar o problema detectado, propõe-se uma divulgação mais eficaz na graduação através de dois procedimentos: Primeiro, o docente deve fazer uma divulgação mais eficaz da BDTD junto aos discentes de todos os cursos de graduação; segundo: deverá ser feita a divulgação na mídia eletrônica, através da inserção de ícones da BDTD, nos portais dos Departamentos dos Cursos de Graduação das Universidades Públicas Brasileiras. Acredita-se que com estes procedimentos seja possível aperfeiçoar o uso dessa fonte de informação científica.

Yes, nós temos arquitetura moderna! Reconstituição e análise da arquitetura residencial moderna em Natal das décadas de 50 e 60

Brazilian architecture was recognized because of the consecration of the icons of the Carioca and Paulista schools which are represented nationally and internationally by names like Niemeyer, Lucio Costa and Vilanova Artigas, among others. Because of this, classic studies dedicated to the Brazilian case look to present the Southeastern region with the title of father of modern Brazil, at the cost of subjugating various other modern movements and peripheral sayings, whether their values are known or forgotten. On the other hand, there has been an effort, in the sense of registering and analyzing these regional productions of modern Brazilian architecture, an assignment that DOCOMOMO Brasil participates firmly through initiatives like the creation of a Library to aid in the documentation and registration of modernity in Brazil. Inside this context of insertions of the National-Modern scheme, this work has as its objective to present modern potiguar (northern Brazil) architecture through its contemporary residential examples, investigating specifically its constructive, formal aspects, that together that together demonstrate one more architectural emphasis of modern Brazilian architecture: the potiguar. This way, by contributing to the work of the register and the documentation of the Modern Movement and attributing to the modern architecture of Natal it s real worth, we can say: Yes, we have modern architecture

Estudo da molhabilidade de ligas de adição à base de prata sobre insertos cerâmicos para aplicação em brocas perfuração de poços de petróleo

Metal-ceramic interfaces are present in tricone drill bits with hard ceramic inserts for oil well drilling operations. The combination of actions of cutting, crushing and breaking up of rocks results in the degradation of tricone drill bits by wear, total or partial rupture of the drill bit body or the ceramic inserts, thermal shock and corrosion. Also the improper pressfitting of the ceramic inserts on the bit body may cause its total detachment, and promote serious damages to the drill bit. The improvement on the production process of metal-ceramic interfaces can eliminate or minimize some of above-mentioned failures presented in tricone drill bits, optimizing their lifetime and so reducing drilling metric cost. Brazing is a widely established technique to join metal-ceramic materials, and may be an excellent alternative to the common mechanical press fitting process of hard ceramic inserts on the steel bit body for tricone drill bit. Wetting phenomena plays an essential role in the production of metal/ceramic interfaces when a liquid phase is present in the process. In this work, 72Silver-28Copper eutectic based brazing alloys were melted onto zirconia, silicon nitride and tungsten carbide/Co substrates under high vacuum. Contact angle evolution was measured and graphically plotted, and the interfaces produced were analysed by SEM-EDX. The AgCu eutectic alloy did not wet any ceramic substrates, showing high contact angles, and so without chemical interaction between the materials. Better results were found for the systemns containing 3%wt of titanium in the AgCu alloy. The presence os titanium as a solute in the alloy produces wettable cand termodinamically stable compounds, increasing the ceramics wetting beahviour

Clara Nunes como obra de arte: a epistemologia das ciências humanas a partir da cultura musical

The thesis has its largest array in the reorganization of science that is built from the middle of the last century and its horizon reconnection between scientific culture and humanistic culture, and the dialogue between science, art and literature. This epistemological regeneration view of the scientific paradigm incorporates the poetic language and sociological analysis, and brings out a complex, open and transdisciplinary narrative. To undertake this exercise as interlocutors we have thinkers like Nietzsche, Lévi-Strauss, Edgar Morin and Bruno Latour, to name a few, and as a reference for analyzing the entire artistic production of one of the icons of Brazilian music, Clara Nunes. It is problematized up in this work, through the singer s discography, lyrics and fragments of her biography, the construction of a social character that politicized culture, increased the mestizo consciousness of popular imagery, and exceeded the excessively prosaic narratives of the academic and scientific culture. The central argument of the thesis recognizes a Hybrid Subject Clara Nunes, as indeed is what is expected of the politically engaged intellectual in the 21st century

Coerção e ruptura estilísticas na poesia potiguar: a construção do ethos inventivo do poeta Jorge Fernandes

Within the poetic scenario of Rio Grande do Norte the publication of Livro de Poemas de Jorge Fernandes, in 2007, marks, in the imagery of the Potiguar community of poetry readers, producers and critics, the beginning of the social circulation of an inventive ethos associated with the poet Jorge Fernandes de Oliveira (1887-1953). Regarding the event mentioned earlier as a point of reference, this research investigates the construction of such ethos based on the counterpoint between the poet s individual stylistic choices and the stylistic options that prevailed in the lyric production of the Twenties in the 20th Century. The corpus comprises poetic texts (by the poet under discussion and by other poets who were, then, regarded as icons of the poetry of Rio Grande do Norte) and texts representative of local literary criticism (produced both during the Twenties and in other decades of the last century). Support to this analysis is grounded in Mikhail Bakhtin s theory of the utterance (mainly regarding style) and in Dominique Maingueneau s theory of the utterance (mainly regarding ethos). During the course of this investigation, the research has outlined an inventory of the prevailing individual stylistic choices of Jorge Fernandes de Oliveira and the reasons why such choices point out towards the inventive ethos associated with the poet.

A invenção da Terra da Luz: história, literatura e paisagem (1875-1914)

Ce travail est un étude de cas qui analyse la construction litéraire du paysage du « Sertão» du Ceará entre la fin du siècle XIX et le début du siècle XX. Pour cela, quelques oeuvre simbole de la production litéraire du Ceará ont été sélectionnés, comme les textes qui suivent: O sertanejo (1875), de José Martiniano de Alencar; Os retirantes (1879), de José Carlos do Patrocínio; A fome (1890), de Rodolfo Marcos Teófilo; Luzia-Homem (1903), de Domingos Olímpio Braga Cavalcanti; Terra de sol: natureza e costumes do Norte (1912), de Gustavo Dodt Barroso et finalement, Aves de arribação (1914), de Antônio Sales. Ces oeuvres non seulement prend la nature comme personage, elles représentent aussi trois moments de la production litéraire du Ceará : romantique, réaliste et naturaliste. A invenção da Terra da Luz se rapporte à l idée d une littérature qui fait remarquer le paysage diurne du Sertão du Ceará, élaborée par ces hommes des lettres dans ses discours formidables, beaux et des matériaux qui viennent de ses rapports avec le monde naturel. Pour réaliser une tel entreprise, les idées de Edmund Burke et Gaston Bachelard se sont constitués en référence de cet étude. Et cette réflexion sur la description, la rêverie et l imagination marchent côte-à-côte au discours de ces littéreurs qui ont construits un espace simbolique spécifique : le sertão du Ceará. Comme ça, quelques thèmes deviennent canonique à la forme de penser, représenter et imaginer l espace du sertão du Ceará. De cette manière, le paysage est beaucoup plus que la contemplation, une fois qu elle est liée aussi à la rêverie poétique, à la mémoire et l imagination. C est de là l invention du paysage, car ces littéreurs n ont pas l accès au paysage purement naturel parce que ses perceptions et sensibilitées sur le monde du sertão ont été historiquement, c est-à-dire, dans un certain temps et espace

Palavras da maldição: O Ceará de José Alcides Pinto entre símbolos e alegorias.

This work treats about the speeches that produced the crisis of symbols of Ceará, researching on matters and ways of expression of space between 1950s and 1970s. Therefore, we search discursive practices that since the end of nineteenth century built the identity of Ceará and in the middle of twentieth century produced the crisis of modes of seeing and telling the space in front of enunciations of the national modernization, especially with the emergence of politics by SUDENE to the Northeast, the progressive actions by Catholic Church, the defense of tradition by regional literature of union of Ceará Clã. The contradictions between the glorification and fear the modernization of Brazil produced on the space speeches that his identity would be fractured, that the old symbols of drought, cangaço, mysticism and colonels declined. Among analyzed speeches, we centered the analysis of Trilogia da Maldição formed of novels O Dragão, of 1964, Os Verdes Abutres da Colina and João Pinto de Maria: a biografia de um louco by José Alcides Pinto. In this novel, the enunciation of the crisis of symbologies about the space produced another aesthetic, the allegory, which, mixed with the mystical and melancholy, in search of ways to restore the language of the old themes Ceará, drop of Ceará the same stigma of anti-modern space, where the images of delay changed icons of a fractured identity in front of the modern streams, where the word was transformed in the dimension precarious and redeemer of the tradition, of old, of nature, of the plenitude of senses. In Jose Alcides, the colonel returns as the origin of the lost space, the drought is the revolt of God against the devil place, the apocalypse, the end imminent threat to the village, signs that fantastic, however, are in dialogue with the settings space and time in which they were produced

Aspectos anatômicos do olho e neuroquímicos da retina do mocó (Kerodon rupestris)

The visual system is an important link between the animal and the environment, com profound influences on the habits and lifestyle in various habitats. Adaptive mechanismsto the temporal niche are present in the visual system of many vertebrates, involving changins in ocular dimensios and design, retinal cell distribution and organization of neurochemical circuits related to the retinal resolution or sensitivity. The sensory system of the eye is represented by the retina, whose organization is responsible by receipty, initial analysis, and transmission of the information to the brain. The knowledge of the position of the eyes in the head and the distribution of retinal cells allow to identify adaptive aspects of each species to its visual field, which is characteristic to the ecological niche it occupies. In this research, we study eye anatomical characteristics and retina neurochemical features of the rock cavy (Kerodon rupestris), a tipical Brazilian rodent from the suborder Hystricomorpha, family Caviidae. The rock cavy has lateral eyes well constitute bony orbit and well differentiated extrinsic muscle. The study of the descriptive and morphometric anatomy of the showed mean values of axial diameter 10.7±0,5mm and equatorial diameter 11.6±0.7mm. The pupil is slit shaped and the lens has mean axial diameter 5.4±0.03 mm, corresponding to ~45% of the axial diameter of the eye. The posterior nodal distance and the retinal magnification factor were estimated at 6.74 mm e 118 μm/grau, respectively. Flat mounts were processed for Nissl stain, and the topographic distribution of ganglion cells showed a moderate visual band, just below the optic disc, with higher density in the ventral retina. Retinal vertical sections and flat mounts were processed for immunohistochemistry to visualize tyrosine hydroxilase (TH) and thus two types of TH+ cells were detected. Type 1 cells had strong TH-immunoreactivity, the body cell varied from 120.047 to 269.373 μm2 stratifying in the sublamina 1 of the IPL. Type 2 cells were weakly TH-imunoreactive, had cell body located mostly in the IPL, varying from 54.848 to 177.142 μm2, constituting ~10% of the TH+ cells. Both cell types exhibited similar topographic distribution with higher density found in a horizontal band along of the naso-temporal axis in the dorsal retina. The total population of dopaminergic cells was 2,156±469,4 cells, occupying an average area of 198,164 μm2. The presence of cones and rods was detected by immunohistochemistry in vertical sections and flat mounts. S cones density is around 10 times smaller than L cones, with different degree of spatial organization. Other retinal neuronal populations of the rock cavy were also detected in vertical sections with specific markers. Comparative analysis of the anatomical characteristics of the rock cavy eye 12 suggest that it was designed to acquire higher sensitivity to light, at expense of image sharpness, compatible with a vision at mesopic conditions. Additionally, the distribution of the 2 subtypes of dopaminergic cells in a naso-temporal band in the dorsal retina seems suitable to a gain in sensitivity, coherent with an animal with predominantly crepuscular activity pattern

Avaliação da eficiência da técnica de obturação pela compressão hidrùlica vertical após instrumentação automatizada

The purpose of this study was to evaluate through radiographic and microscopic analysis the efficiency of the filling techniques by vertical hidraulic compression after the root canal mechanical instrumentation in vitro as well to evaluate the marginal apical leakage through macroscopic and microscopic analysis. Thirty human mandibular molars were used , they were divided on three groups, these were subdivided on six subgroups with five specimens each, come down to 106 root canals filled. Initially, the teeth were instrumented with Profile system series 29 and filled with two ways: single accessory cone or single cone associated with gutta-percha secundary cone, with Fill Canal sealer or Sealer 26. Completed the filling, the teeth were coated with araldit and finger -nail polish except for the apical 2 mm and dried for 3 hours, thep radiographs were taken of the teeth in orto and disto-radiai directions. Next, the coronal seal was carried out with composite resin photopolymerized and with their process of making impermeable. Teeth of positive controls were used without araldit and finger-nail polish whereas the negative controls were used with total coat of araldit and finger-nail polish. The specimens were placed in 2% Methylene Blue dye for 24 hours and thermocycled for 7 days. Afterwards, sections were made of each tooth at mesial and distal roat, after this the teeth were radiographed at buccolíngual direction for a macroscopic analysis and at buccolingual and mesiodistal directions for assessment of the marginal apical leakage. Cross sections were made 3 mm to 3mm since the tooth apice. The sections obtained for each group were observed with a stereomicroscope to evaluate the quality of the root canal filling and the marginal apical leakage. The results showed that: In the four techniques the marginal dye leakage was present in the apical third; in all groups the quality of the root canal filling in the radiography was better at mesial root canal and the single cone technique showed inefficient when only a single distal root canal was present. In the radiographic evaluation the best quality of the root canal filling was observed in the 1A group (single accessory cone + FiIl Canal), as in the mesial root as in the distal root wich Shcwed twe root canals: when the distaI root had only one canal. the best result was showed by 28 group (single accessory cone associated with secundary cone + Fill Canal) In the macroscopic analysis of longitudinal !eaKage (outside surface). less leakage was showed as In the mesial root as in the distal root in the negative control group (3) followed 2A group (single accessory cone + Sealer 26). When the microscopic analysis of tranversal leakage of both roots (inside surface) was carried out. the groups that showed less dye leakage were the negative control (38) followed the 28 group (single acessory cone associated with secundary cone + Sealer 26). The homogeneity o filling was best noted in the 1 A group (.single accessoty cone + Fill Canal). The groups that showed less dye penetration in the tranversal leakage (total area) were negative control (3B) and 2B

Calcium Hydroxide Mixed With Camphoric p-Monochlorophenol or Chlorhexidine in Delayed Tooth Replantation

This study evaluated the repair process after delayed replantation of rat teeth, using calcium hydroxide (Ca(OH)(2)) mixed with camphorated p-monochlorophenol (CMCP), chlorhexidine 2% (CHX), or saline as temporary root canal dressing to prevent and/or control inflammatory radicular resorption. Thirty Wistar rats (Rattus norvegicus albinos) had their right upper incisor extracted, which was bench-dried for 60 minutes. The dental papilla, the enamel organ, the dental pulp, and the periodontal ligament were removed. The teeth were immersed in 2% acidulated-phosphate sodium fluoride solution for 10 minutes. The root canals were dried with absorbent paper cones and divided into 3 groups of 10 animals according to root canal dressing used: group 1: Ca(OH)(2) + saline, group 2: Ca(OH)(2) + CMCP, and group 3: Ca(OH)(2) + CHX 2%. Before replanting, the teeth sockets were irrigated with saline. Histological analysis revealed the presence of inflammatory resorption, replacement resorption, and ankylosis in all 3 groups. Statistical analysis showed a significant difference between group 3 and the other groups. The use of Ca(OH)(2) mixed with CMCP or CHX did not show an advantage over the use of Ca(OH)(2) mixed with saline in preventing and/or controlling inflammatory resorption in delayed replantation of rat teeth.

Analysis of the healing process in delayed tooth replantation after root canal filling with calcium hydroxide, Sealapex and Endofill: a microscopic study in rats

The major concern in the therapeutics of tooth replantation refers to the occurrence of root resorption and different approaches have been proposed to prevent or treat these complications. The purpose of this study was to evaluate tissue response to delayed replantation of anterior rat teeth treated endodontically using calcium hydroxide, Sealapex, and Endofill without the placement of gutta-percha cones. Thirty rats had their right upper incisor extracted and maintained in dry storage for 60 min. After removal of the dental papilla, enamel organ, pulp tissue, and periodontal ligament remnants, the teeth were immersed in 2% sodium fluoride phosphate acidulated, pH 5.5, for 10 min. The root canals were dried with absorbent paper points and the teeth were assigned to three groups (n = 10) according to the filling material. Group I - calcium hydroxide and propyleneglycol paste, Group II - Sealapex, and Group III - Endofill. The sockets were irrigated with saline and the teeth were replanted. Replacement resorption, inflammatory resorption and ankylosis were observed in all groups. Although the occurrence of inflammatory resorption was less frequent in Group I, there were no statistically significant differences among the groups. It may be concluded that compared to the paste, filling the root canals with Sealapex and Endofill sealers without the placement of gutta-percha cones did not provide better results.