The Rhetorical Construction of Corporate Logos

This research is set in the context of today’s societies, in which the corporate visual symbology of a business, corporation or institution constitutes an essential way to transmit its corporate image. Traditional discursive procedures can be discovered in the development of these signs. The rhetorical strategies developed by the great classical authors appear in the logo-symbols expressing the corporate values of today’s companies. Thus, rhetoric is emerging once again in the sense it had many centuries ago: A repertory of rules that, paradoxically, standardizes the deviations of language and whose control is synonymous with power. The main objective of this study is to substantiate the rhetorical construction of logos using as a model of analysis the classical process of creating discourse. This involves understanding logos as persuasive discourses addressed to a modern audience. Our findings show that the rhetorical paradigm can be considered as a creative model for the con­struction of an original logo consistent with a company’s image.

Effects of the mycotoxin patulin at the level of nuclear receptor transcriptional activity and steroidogenesis in vitro

Patulin (PAT) is a mycotoxin produced by various species of fungi, with Penicillium expansum being the most commonly occurring. Apples and apple products are the main sources of PAT contamination. This mycotoxin has been shown to induce toxic effects in animals, a few of which include reproductive toxicity and interference with the endocrine system. Here the endocrine disrupting potential of PAT has been investigated in vitro to identify disruption at the level of oestrogen, androgen, progestagen and glucocorticoid nuclear receptor transcriptional activity, and to assess interferences in estradiol, testosterone and progesterone steroid hormone production. At the receptor level, 0.5-5000ng/ml (0.0032-32μM) PAT did not appear to induce any specific (ant) agonistic responses in reporter gene assays (RGAs); however, nuclear transcriptional activity was affected. A >6 fold increase in the glucocorticoid receptor transcriptional activity was observed following treatment with 5000ng/ml PAT in the presence of cortisol. At the hormone production level, despite cytotoxicity being observed after treatment with 5000ng/ml PAT, estradiol levels had increased >2 fold. At 500ng/ml PAT treatment, an increase in progesterone and a decrease in testosterone production were observed. The findings of this study could be considered in assessing the health risks following exposure to PAT.

Young children's food brand knowledge. Early development and associations with television viewing and parent's diet

Brand knowledge is a prerequisite of children's requests and choices for branded foods. We explored the development of young children's brand knowledge of foods highly advertised on television - both healthy and less healthy. Participants were 172 children aged 3-5 years in diverse socio-economic settings, from two jurisdictions on the island of Ireland with different regulatory environments. Results indicated that food brand knowledge (i) did not differ across jurisdictions; (ii) increased significantly between 3 and 4 years; and (iii) children had significantly greater knowledge of unhealthy food brands, compared with similarly advertised healthy brands. In addition, (iv) children's healthy food brand knowledge was not related to their television viewing, their mother's education, or parent or child eating. However, (v) unhealthy brand knowledge was significantly related to all these factors, although only parent eating and children's age were independent predictors. Findings indicate that effects of food marketing for unhealthy foods take place through routes other than television advertising alone, and are present before pre-schoolers develop the concept of healthy eating. Implications are that marketing restrictions of unhealthy foods should extend beyond television advertising; and that family-focused obesity prevention programmes should begin before children are 3 years of age.

Are Computer Scientists Geeks? Gender Differences In Attitudes And Experiences Related To Computing Among Secondary Education Students In Northern Ireland.

The worldwide scarcity of women studying or employed in ICT, or in computing related disciplines, continues to be a topic of concern for industry, the education sector and governments. Within Europe while females make up 46% of the workforce only 17% of IT staff are female. A similar gender divide trend is repeated worldwide, with top technology employers in Silicon Valley, including Facebook, Google, Twitter and Apple reporting that only 30% of the workforce is female (Larson 2014). Previous research into this gender divide suggests that young women in Secondary Education display a more negative attitude towards computing than their male counterparts. It would appear that the negative female perception of computing has led to representatively low numbers of women studying ICT at a tertiary level and consequently an under representation of females within the ICT industry. The aim of this study is to 1) establish a baseline understanding of the attitudes and perceptions of Secondary Education pupils in regard to computing and 2) statistically establish if young females in Secondary Education really do have a more negative attitude towards computing.

How many bad apples are in a bunch? An experimental investigation of perceived pesticide residue risks

Subjective risks of having contaminated apples elicited via the Exchangeability Method (EM) are examined in this study. In particular, as the experimental design allows us to investigate the validity of elicited risk measures, we examine the magnitude of differences between valid and invalid observations. In addition, using an econometric model, we also explore the effect of consumers’ socioeconomic status and attitudes toward food safety on subjects’ perceptions of pesticide residues in apples. Results suggest first, that consumers do not expect an increase in the number of apples containing only one pesticide residue, but, rather, in the number of those apples with traces of multiple residues. Second, we find that valid subjective risk measures do not significantly diverge from invalid ones, indicative of little effect of internal validity on the actual magnitude of subjective risks. Finally, we show that subjective risks depend on age, education, a subject’s ties to the apple industry, and consumer association membership.

Comparative functional responses predict the invasiveness and ecological impacts of alien herbivorous snails.

Understanding determinants of the invasiveness and ecological impacts of alien species is amongst the most sought-after and urgent research questions in ecology. Several studies have shown the value of comparing the functional responses (FRs) of alien and native predators towards native prey, however, the technique is under-explored with herbivorous alien species and as a predictor of invasiveness as distinct from ecological impact. Here, in China, we conducted a mesocosm experiment to compare the FRs among three herbivorous snail species: the golden apple snail, Pomacea canaliculata, a highly invasive and high impact alien listed in “100 of the World's Worst Invasive Alien Species”; Planorbarius corneus, a non-invasive, low impact alien; and the Chinese native snail, Bellamya aeruginosa, when feeding on four locally occurring plant species. Further, by using a numerical response equation, we modelled the population dynamics of the snail consumers. For standard FR parameters, we found that the invasive and damaging alien snail had the highest “attack rates” a, shortest “handling times” h and also the highest estimated maximum feeding rates, 1/hT, whereas the native species had the lowest attack rates, longest handling times and lowest maximum feeding rates. The non-invasive, low impact alien species had consistently intermediate FR parameters. The invasive alien species had higher population growth potential than the native snail species, whilst that of the non-invasive alien species was intermediate. Thus, while the comparative FR approach has been proposed as a reliable method for predicting the ecological impacts of invasive predators, our results further suggest that comparative FRs could extend to predict the invasiveness and ecological impacts of alien herbivores and should be explored in other taxa and trophic groups to determine the general utility of the approach.

iPad na aula de língua inglesa : tecnologias móveis para desenvolver a comunicação oral

Trabalho de projeto de mestrado, Educação (Área de especialização em Educação e Tecnologias Digitais), Universidade de Lisboa, Instituto de Educação, 2014

Biocompatibilidade de resinas acrílicas para base e reembasamento de próteses após períodos de imersão em soluções desinfetantes: análise do metabolismo celular

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

MarketOpolis: A market simulation based on investors decisions

This study aims to replicate Apple’s stock market movement by modeling major investment profiles and investors. The present model recreates a live exchange to forecast any predictability in stock price variation, knowing how investors act when it concerns investment decisions. This methodology is particularly relevant if, just by observing historical prices and knowing the tendencies in other players’ behavior, risk-adjusted profits can be made. Empirical research made in the academia shows that abnormal returns are hardly consistent without a clear idea of who is in the market in a given moment and the correspondent market shares. Therefore, even when knowing investors’ individual investment profiles, it is not clear how they affect aggregate markets.

Analyses, persistence an degradation of the synthetic pyrethroid insecticides permethrin and fenvalerate

Studies on persistence and degradation of the synthetic pyrethroid insecticides, permethrin and fenvalerate, were carried out under natural environmental conditions of the Niagara Peninsula. Permethrin and fenvalerate were treated on apple foliage atrat~s of 0.21 kg(AI)!ha and 0.14 kg(AI)/ha, respectively. The initial cis- and trans-permethrin spray deposits were found to be 13.5 ppm and 19.2 ppm, respectively and 38.0 ppm was observed for the fenvalerate treated sample. Twenty-three days and 84 days after spray application, permethrin residues were 4.0 ppm and 2.7 ppm for the cis-isomer, whereas they were 7.9 ppm and 4.7 ppm for the trans-isomer, respectively. Residues of fenvalerate 23 days and 84 days after spray application were 13.4 ppm and 8.0 ppm, respectively. The values of observed half-life of cis-permethrin, trans-permethrin and fenvalerate were found to be 42 days, 46 days and 51 days, respectively. Studies were extended to quantitatively determine some of the major degradation compounds of permethrin and fenvalerate, which were expected to be produced as results of ester cleavage of the parent compounds. A permethrin treated sample, 84 days after initial spray application, showed 0.25 and 0.8 ppm of cis- and trans-3-(2,2-dichlorovinyl)-2,2-dimethylcyclopropanecarboxylic acid (C12CA (18), respectively. These two acids were not found as free acids, but found as conjugated compounds. The other expected degradation compounds, 3-phenoxybenzyl alcohol (PBalc (~)),3-phenoxybenz.aldehyde (PBald (38)) and 2- (4-chlorophenyl) isovaleric acid (CPIA (31)) were not detected by the methods employed in this study. The results indicate that these degradation compounds were not present, or, if they were present, their concentrations were too low to detect by the methods used.

Sensitivities of Ontario isolates of Venturia inaequalis to metiram /

The effects of metiram (Polyram 80 DF) on the growth of Venturia inaequalis, cause of apple scab, and the degradation of metiram were examined in culture media. Samples of V. inaequalis conidia were collected from nine orchards in 1998 and six orchards in 1999 and tested for sensitivity. Samples were plated on water agar amended with metiram or mancozeb. Mean EC50 values (effective concentration of fungicide required to inhibit germination of half the conidia) for each population were calculated. The mean EC50 values for metiram ranged from 0.26 - 1.20 ^ig metiram a.i./ml, with differences (Student Newman Keul's Test (SNK), a=0.05) between populations. EC50 values for mancozeb ranged from 0.06 - 0.58 which were also different (SNK, a=0.05). Five of these populations were examined for mycelial growth sensitivity to metiram by testing 30 monoconidial isolates from each population on metiram amended potato dextrose agar. Mean EC50 values for populations were calculated and ranged from 3.44-5.94 |ig metiram/ml, and showed differences (Friedman Test, a=0.05). As the EC50 values obtained are far less than the concentrations applied in the field, results indicate that Ontario populations of V. inaequalis are still sensitive to metiram and mancozeb. The stability of metiram in PDA at 22°C was studied over a 10-day period. The initial concentration of metiram decreased by approximately 50% within the first day, and continued to decline slowly, to approximately 20% of the initial concentration. The factors possibly affecting initial metiram degradation, including agar, heat, and the use of glass or polystyrene Petri dish composition were examined. The effects from the polystyrene in the Petri dish composition were negligible, however more studies must be done to examine metiram degradation during the first 24 hours of preparation.

Custom House Niagara forms, 1833

In 1833 William Clarke, the collector of customs at Niagara, completed and signed four forms for the movement of goods between Niagara and York, and Niagara and Brantford. The forms were issued to the firm of Lewis & Gray, James Armstrong, J.A. Wilks, and William Blackely. The goods being transported included scythes, corn brooms, hide whips, sacks, snuff, shovels, spades and two apple trees.

Role of Exopolysaccharides and Monosaccharides in Erwinia amylovora Resistance to Bacteriophages

Fire blight is a disease caused by the phytopathogenic bacterium Erwinia amylovora, an economically important pathogen in the commercial production of apples and pears. Bacteriophages have been proposed as a commercial biopesticide to relieve the pressures on apple and pear production and provide alternatives to existing biological control options. This work reports on the investigation of host resistance in the development of a phage biopesticide. Exopolysaccharide (EPS) deficient bacterial mutants were generated through recombineering to investigate the role of EPS in bacteriophage adsorption and infection. The mutants that were deficient in amylovoran production were avirulent and resistant to infection by phages of the Podoviridae and some of the Siphoviridae family. Levan deficient bacterial mutants resulted in reduced phage titers in some phages from the Myoviridae family. Exopolysaccharide mimetic monosaccharides were used to demonstrate that levan and amylovoran play an important role in phage attack of E. amylovora.

Web et théorie du document. Utopie des ingénieurs et appétit des entrepreneurs

Cet article illustre la pertinence d’une théorie du document le représentant en trois dimensions complémentaires : forme, texte, médium. Deux exemples sont proposés : l’évolution de la conception du web par son inventeur Tim Berners-Lee qui passe progressivement d’une dimension à l’autre ; le classement des stratégies des principales firmes investissant le web du document, Amazon, Apple, Google et Facebook et privilégiant chaque fois une des dimensions.