A interpretação da comunicação publicitária na perspectiva do segmento sénior

O aumento da esperança média de vida e a redução do número de nascimentos, tem conduzido a um aumento significativo da população sénior, e apesar de ser conotado como um fenómeno característico dos países desenvolvidos, esta é uma realidade quase universal, que tem assumido particular incidência na Europa. No entanto, apesar de frequentemente estigmatizada com base em estereótipos negativos, no que diz respeito às suas capacidades físicas e mentais, na atualidade, o perfil dos seniores, sofreu alterações significativas dada a sua disponibilidade de tempo e dinheiro, transformando-o num segmento com um peso significativo no incremento da economia e um target desejável para os media e seus agentes. Deste modo, por via da alteração do paradigma social; envelhecimento da população e a crescente importância deste segmento para o mercado, é pertinente compreender a relação entre o sénior e a comunicação publicitária. Esta dissertação visa examinar a relação que os seniores mantêm com a publicidade, na perspetiva dos seniores. Especificamente, visa perceber de que forma é percecionada a publicidade televisiva pelo segmento sénior em Portugal, a importância que este lhe atribui, como este descreve o papel do sénior e os estereótipos que lhe estão associados na publicidade. Pretende-se ainda identificar os principais fatores que atuam como mecanismos persuasivos na mensagem publicitaria, as categorias de produto que os seniores consideram que surgem associadas ao seu segmento na publicidade e qual a sua perceção acerca do modo como os outros seniores encaram a publicidade, i. é., a sua heteroperceção. Sendo um tema pertinente e oportuno no atual contexto português, espera-se que este estudo contribua para fornecer informação útil a entidades públicas e privadas, fomentar o diálogo e a discussão no desenvolvimento de futuras iniciativas.

As dimensões culturais de Hofstede: análise da publicidade em Portugal

As sociedades estão sendo moldados por estereótipos invasivos, baseados num factor puramente economico ou consumista, deixando de lado aspectos tradicionais, tais como a família, educação, cultura e até mesmo a política. Mediante a publicidade é possível difundir costumes e tradições que se manifestam dentro da sociedade, mas não é possível determinar até que ponto essas manifestações são características próprias da sociedade ou são conductas alheias, próprias de uma sociedade globalizada. Nesta situação surge a questão de saber se a publicidade emitida em contexto nacional reflecte os valores culturais da sociedade portuguesa. Como objectivo geral, procurou-se encontrar características similares nos anúncios publicitários televisivos, emitidos no horário nobre nos canais de maior audiência em Portugal, como são a TVI e a SIC. Estes anúncios foram analizados á luz das dimensões culturais de Hofstede (1997), com base das descrições dadas por de Mooij (2005). Para a análise do corpus (224 anúncios) utilizou-se um método do tipo qualitativo tendo sido considerados três aspectos fundamentais tais como: a mensagem central, o áudio e a imagem. Os resultados revelaram que as dimensões culturais mais usadas são a Masculinidade, o Individualismo e a Orientação a Curto Prazo. Estas descobertas permitiram concluir que a mensagem dos anúncios está mais direccionada à uma individualização do sujeito, em deterimento do grupo social.

As representações da infância na publicidade televisiva

Dissertação de Mestrado, Ciências da Comunicação, 22 de Outubro de 2015, Universidade dos Açores.

Factors associated to medicine use among children from the 2004 Pelotas Birth Cohort (Brazil)

OBJECTIVE: To identify factors associated to medicine use among children from the 2004 Pelotas Birth Cohort, Brazil. METHODS: Prospective study to evaluate medicine use in children aged 3, 12 and 24 months regardless of the reasons, therapeutic indication or class. The study included 3,985 children followed up at three months of age, 3,907 at 12 months, and 3,868 at the last follow-up time of 24 months. Mothers were interviewed to collect information on medicine use during the recall period of 15 days prior to the interview. The outcome was studied according to sociodemographic and perinatal variables, mother's perception of child's health and breastfeeding status. Crude and adjusted analyses were performed by Poisson regression following a hierarchical model. RESULTS: The prevalence of medicine use ranged from 55% to 65% in the three follow-ups. After controlling for confounders, some variables remained associated to medicine use only at the three-month follow-up with greatest use among children of younger mothers, those children who had intrapartum complications, low birthweight, were never breastfed and were admitted to a hospital. Greatest medicine use was also associated with being a firstborn child at 3 and 12 months; mother's perception of their child health as fair or poor and children whose mothers have private health insurance at 12 and 24 months; highest maternal education level at all follow-up times. CONCLUSIONS: Different variables influence medicine use among children during the first two years of life and they change as the child ages especially maternal factors and those associated to the child's health problems.

Generalizing repeating patterns: a study with children aged four

This paper presents part of a study that aimed to understand how the emergence of algebraic thinking takes place in a group of four-year-old children, as well as its relationship to the exploration of children‘s literature. To further deepen and guide this study the following research questions were formulated: (1) How can children's literature help preschoolers identify patterns?; (2) What strategies and thinking processes do children use to create, analyze and generalize repeating and growing patterns?; (3) What strategies do children use to identify the unit of repeat of a pattern? and (4) What factors influence the identification of patterns? The paper focuses only on the strategies and thinking processes that children use to create, analyze and generalize repeating patterns. The present study was developed with a group of 14 preschoolers in a private school in Lisbon, and it was carried out with all children. In order to develop the research, a qualitative research methodology under the interpretive paradigm was chosen, emphasizing meanings and processes. The researcher took the dual role of teacher-researcher, conducting the study with her own group and in her own natural environment. Participant observation and document analysis (audio and video recordings, photos and children productions) were used as data collection methods. Data collection took place from October 2013 to April 2014. The results of the study indicate that children master the concept of repeating patterns, and they are able to identify the unit of repeat, create and analyze various repeating patterns, evolving from simpler to more complex forms.

Factors associated with the nutritional status of children less than 5 years of age

OBJECTIVE To analyze if the nutritional status of children aged less than five years is related to the biological conditions of their mothers, environmental and socioeconomic factors, and access to health services and social programs.METHODS This cross-sectional population-based study analyzed 664 mothers and 790 children using canonical correlation analysis. Dependent variables were characteristics of the children (weight/age, height/age, BMI/age, hemoglobin, and retinol serum levels). Independent variables were those related to the mothers’ nutritional status (BMI, hemoglobin, and retinol serum levels), age, environmental and socioeconomic factors and access to health service and social programs. A < 0.05 significance level was adopted to select the interpreted canonical functions (CF) and ± 0.40 as canonical load value of the analyzed variables.RESULTS Three canonical functions were selected, concentrating 89.9% of the variability of the relationship among the groups. In the first canonical function, weight/age (-0.73) and height/age (-0.99) of the children were directly related to the mother’s height (-0.82), prenatal appointments (-0.43), geographical area of the residence (-0.41), and household incomeper capita (-0.42). Inverse relationship between the variables related to the children and people/room (0.44) showed that the larger the number of people/room, the poorer their nutritional status. Rural residents were found to have the worse nutritional conditions. In the second canonical function, the BMI of the mother (-0.48) was related to BMI/age and retinol of the children, indicating that as women gained weight so did their children. Underweight women tended to have children with vitamin A deficiency. In the third canonical function, hemoglobin (-0.72) and retinol serum levels (-0.40) of the children were directly related to the mother’s hemoglobin levels (-0.43).CONCLUSIONS Mothers and children were associated concerning anemia, vitamin A deficiency and anthropometric markers. Living in rural areas is a determining factor for the families health status.

Strategies to assess web resources credibility: results of a case study in primary and secondary schools from Portugal

In this paper, three approaches for the assessment of credibility in a web environment will be presented, namely the checklists model, the cognitive authority model and the contextual model. This theoretical framework was used to conduct a study about the assessment of web resources credibility among a sample of 195 students, from elementary and secondary schools in a municipality in Oporto district (Portugal). The practices that young people and children claim to use regarding the use of criteria for web resources selection will be presented. In addition, these results will be discussed and compared with the perceptions that these respondents have demonstrated for the use of criteria to establish or assess authorship, originality, or information resources structure. These results will be also discussed and compared with the perceptions that these respondents have demonstrated for the elements that make up each of these criteria.

Prevalência de obesidade infanto-juvenil : associação com os hábitos alimentares, actividade física e comportamentos sedentários dos adolescentes escolarizados de Portugal Conti

RESUMO Nos países industrializados observam-se elevadas prevalências de pré- obesidade e obesidade em jovens e adolescentes, com consequências negativas para a saúde. A obesidade é apontada como o distúrbio nutricional mais frequente em crianças e adolescentes nos países desenvolvidos e é resultado da acumulação excessiva ou anormal de gordura no tecido adiposo. Segundo a I.O.T.F. considera- se que uma criança tem pré-obesidade quando o seu percentil de I.M.C. está entre o p88 e p99 para as raparigas e entre o p90 e o p99 para os rapazes. Considerase que tem obesidade quando o percentil de I.M.C. é superior ao p99, para ambos os sexos. A prevalência de pré-obesidade e obesidade em crianças e adolescentes tem vindo a aumentar a nível mundial a um ritmo alarmante, sobretudo nos países desenvolvidos e em alguns segmentos de países em desenvolvimento. Estudos demonstram que a obesidade em crianças e adolescentes se encontra fortemente correlacionada com o aumento da morbilidade e mortalidade, reflectindo-se numa variedade de situações patológicas com risco de persistência no adulto. Dada a sua extrema importância em termos de Saúde Pública, as tendências para a pré- obesidade e obesidade em crianças e adolescentes devem ser monitorizadas com especial atenção. Os hábitos alimentares e o gasto energético são factores que influenciam a obesidade e o seu controlo. Há estudos que concluem que existe uma associação directa entre estes factos e a presença de obesidade e outros apresentam conclusões contrárias. Pretendeu-se determinar a prevalência de excesso de peso (pré-obesidade e obesidade) infantojuvenil em Portugal e associá-la com os hábitos alimentares, actividade física e comportamentos sedentários dos adolescentes. A população em estudo é todos os adolescentes, de ambos os sexos, que frequentam o ensino básico (2º e 3º ciclos) e secundário oficial de Portugal Continental (n=5708). Todos os elementos em estudos foram avaliados antropometricamente (peso e altura) e responderam a um questionário de hábitos alimentares e frequência alimentar, actividade física e comportamentos sedentários. Como resultados do estudo verificou-se que a prevalência de pré- obesidade infanto-juvenil em Portugal é de 22,6% e a prevalência de obesidade de 7,8%. Quer a obesidade quer a pré-obesidade apresentam indicadores superiores nos rapazes (p=0,01) e nos adolescentes mais jovens (p=0,00). Em relação aos hábitos alimentares estudados é de referir que a frequência de consumo de refeições fora de casa é muito similar entre o grupo normoponderal e o grupo com excesso de peso sendo a refeição da ceia consumida por um número muito superior de adolescentes normoponderais comparativamente com os que apresentam excesso de peso (p=0,01). Em relação à ingestão de determinados alimentos ou grupos alimentícios, verificou-se que, regra geral, o consumo de alimentos de características nutricionais de baixa qualidade (gordura saturada, sal e açucares simples) era superior no grupo normoponderal comparativamente ao grupo com excesso de peso (refrigerantes, snacks, fast-food, cereais açucarados, sobremesas doces) (p<0,05). Em relação à actividade física, o número de horas semanais de actividade física diminui do grupo normoponderal para o grupo com excesso de peso. Dentro do grupo com excesso de peso, os obesos apresentam ainda uma média inferior em relação aos pré-obesos. Poderemos afirmar que quanto maior o índice de actividade física menor o percentil de I.M.C., mostrando-se assim a actividade física como um factor protector de um peso saudável (p<0,05). Quando solicitado que caracterizassem o estilo de vida e a habilidade desportiva, verificou-se que nos grupos com excesso de peso se caracterizavam em indicadores mais baixos do que os normoponderais (p<0,05). No que diz respeito aos comportamentos sedentários, verifica-se que são mais prevalentes nos grupos com excesso de peso do que no grupo normoponderal (p<0,05). Em conclusão, os resultados da prevalência de obesidade obtidos assemelham-se aos resultados obtidos noutros estudos, constituindo um dado revelador de uma situação bastante preocupante em termos de Saúde Pública. Em relação aos hábitos alimentares as diferenças não são significativas entre os diferentes grupos (normoponderal, pré-obesidade e obesidade). A actividade física apresentou-se como um factor protector do aumento de peso com uma associação directa com o estado nutricional (I.M.C.). Verificou-se que os adolescentes em Portugal que apresentavam indicadores mais elevados de actividade física eram aqueles que se encontravam com peso normal. Os comportamentos sedentários apresentaram-se como um factor propício ao desenvolvimento do excesso de peso estando directamente relacionados com o percentil de I.M.C. Os comportamentos sedentários mais frequentes são o visionamento televisivo e o computador/internet. Assim, poder-se-á fundamentar a necessidade de medidas interventivas a este nível com o intuito de controlar os indicadores encontrados. ABSTRACT In the industrialized countries high prevalences of pre-obesity and obesity are observed in youngsters and adolescents, with negative health consequences. Obesity is pointed as the most frequent nutritional disturbance in children and adolescents in developed countries and results from the excessive or abnormal accumulation of fat in the adipose tissue. According to the IOTF a child is pre-obese when the BMI percentile is between p88 and p99 for girls and between p90 and p99 for boys. Obesity is considered when the BMI percentile is above p99 for both sexes. The prevalence of pre-obesity and obesity in children and adolescents has been rising alarmingly worldwide, especially in developed countries and some segments of developing countries. Studies indicate that obesity in children and adolescents is strongly associated with increased morbidity and mortality resulting in a variety of pathological situations with risk of persistence in adulthood. Given its major Public Health importance, pre-obesity and obesity trends in children and adolescents should be monitored with special attention. Eating habits and energy expenditure are factors that influence obesity and its control. Some studies conclude that there is a direct association between these factors and the presence of obesity and others present opposite conclusions. It was intended to determine the prevalence of overweight (pre-obesity and obesity) in children and youth in Portugal and to associate it with eating habits, physical activity and sedentary behaviors of adolescents. The population in study is constituted by all adolescents of both sexes that attend basic (2nd and 3rd grade) and secondary official education of continental Portugal (n=5708). All participants in study were anthropometrically evaluated (weight and height) and answered a questionnaire of eating habits and food frequency, physical activity and sedentary behaviors. The study results indicate a prevalence of pre-obesity in children and youth in Portugal of 22.6% and a prevalence of obesity of 7.8%. Both obesity and pre-obesity present higher indicators in boys (p=0.01) and younger adolescents (p=0.00). In relation to the studied eating habits it should be noted that the frequency of consumption of meals away from home is very similar between the normal weight group and the overweight group. Moreover, the supper meal is consumed by a much larger number of normal weight adolescents as compared to the ones with overweight (p=0.01). Regarding the intake of certain foods or food groups, it was found that, in general, the consumption of foods with characteristics of low nutritional quality (saturated fat, salt and simple sugars) was higher in the normoponderal group compared with the overweight group (soft drinks, snacks, fast-food, sugary cereals, desserts) (p<0.05). In respect to physical activity, the number of weekly hours of physical activity decreases from the normoponderal group to the group with overweight. Within the group with overweight, obese subjects also present a lower average than pre-obese subjects. As we can affirm that the higher the physical activity index the lower the BMI percentile, physical activity appears as a protective factor for a healthy weight (p<0.05). When they were asked to characterize their lifestyle and sports ability, it was found that overweight groups characterized themselves with lower indicators than the normoponderal group (p<0.05). Regarding sedentary behaviors, it appears that they were more prevalent in groups with overweight than in the normoponderal group (p<0.05). In conclusion, the results of the obesity prevalence attained are similar to the results obtained in other studies, revealing a very worrying situation in terms of Public Health. In relation to the eating habits there were no significant differences between the groups (normoponderal, pre-obesity and obesity). Physical activity appears as a protective factor from weight gain with a direct association with nutritional status (BMI). It was found that young people in Portugal who had the highest indicators of physical activity were those who presented normal weight. The sedentary behaviors were presented as a factor conducive to the development of overweight being directly related to the BMI percentile. The most frequent sedentary behaviors were television viewing and computer/internet

SEROPOSITIVITY FOR ASCARIOSIS AND TOXOCARIOSIS AND CYTOKINE EXPRESSION AMONG THE INDIGENOUS PEOPLE IN THE VENEZUELAN DELTA REGION

The present study aimed at measuring seropositivities for infection by Ascaris suum and Toxocara canis using the excretory/secretory (E/S) antigens from Ascaris suum (AES) and Toxocara canis (TES) within an indigenous population. In addition, quantification of cytokine expressions in peripheral blood cells was determined. A total of 50 Warao indigenous were included; of which 43 were adults and seven children. In adults, 44.1% were seropositive for both parasites; whereas children had only seropositivity to one or the other helminth. For ascariosis, the percentage of AES seropositivity in adults and children was high; 23.3% and 57.1%, respectively. While that for toxocariosis, the percentage of TES seropositivity in adults and children was low; 9.3% and 14.3%, respectively. The percentage of seronegativity was comparable for AES and TES antigens in adults (27.9%) and children (28.6%). When positive sera were analyzed by Western blotting technique using AES antigens; three bands of 97.2, 193.6 and 200.2 kDas were mostly recognized. When the TES antigens were used, nine major bands were mostly identified; 47.4, 52.2, 84.9, 98.2, 119.1, 131.3, 175.6, 184.4 and 193.6 kDas. Stool examinations showed that Blastocystis hominis, Hymenolepis nana and Entamoeba coli were the most commonly observed intestinal parasites. Quantification of cytokines IFN-γ, IL-2, IL-6, TGF-β, TNF-α, IL-10 and IL-4 expressions showed that there was only a significant increased expression of IL-4 in indigenous with TES seropositivity (p < 0.002). Ascaris and Toxocara seropositivity was prevalent among Warao indigenous.

Balancing and lot-sizing mixed-model lines in the footwear industry

This report describes the full research proposal for the project \Balancing and lot-sizing mixed-model lines in the footwear industry", to be developed as part of the master program in Engenharia Electrotécnica e de Computadores - Sistemas de Planeamento Industrial of the Instituto Superior de Engenharia do Porto. The Portuguese footwear industry is undergoing a period of great development and innovation. The numbers speak for themselves, Portugal footwear exported 71 million pairs of shoes to over 130 countries in 2012. It is a diverse sector, which covers different categories of women, men and children shoes, each of them with various models. New and technologically advanced mixed-model assembly lines are being projected and installed to replace traditional mass assembly lines. Obviously there is a need to manage them conveniently and to improve their operations. This work focuses on balancing and lot-sizing stitching mixed-model lines in a real world environment. For that purpose it will be fundamental to develop and evaluate adequate effective solution methods. Different objectives may be considered, which are relevant for the companies, such as minimizing the number of workstations, and minimizing the makespan, while taking into account a lot of practical restrictions. The solution approaches will be based on approximate methods, namely by resorting to metaheuristics. To show the impact of having different lots in production the initial maximum amount for each lot is changed and a Tabu Search based procedure is used to improve the solutions. The developed approaches will be evaluated and tested. A special attention will be given to the solution of real applied problems. Future work may include the study of other neighbourhood structures related to Tabu Search and the development of ways to speed up the evaluation of neighbours, as well as improving the balancing solution method.

The effectiveness of a teacher’s training workshop on Media Smart Program

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Family occurrence of schistosomal hepatosplenomegaly and maternal effect

In this paper we present a study of members of 265 nuclear families, aged six or more. This study is based of family heredograms, and takes into account the clinical form ofschistosomiasis observed before treatment with oxamniquine. The probability of occurrence of two or more cases ofhepatosplenomegaly is low, notwithstanding the fact that it was observed in 38 families. Even less frequent is the occurrence of three or more cases observed in 17 families (P=0.002). The concentration of the hepatosplenic form was higher among siblings than it was among mothers and children, or fathers and children. It was found to be not significant between husband (father) and wife (mother). These observations reinforce the evidence for the presence of a genetic component in susceptibility to the hepatosplenic form of the disease. In cases in which the mother was hepatosplenic there was a higher incidence of hepatosplenic children; the relative risk was a least five times higher than in those in which the father was the affected member (the maternal effect). In cases where both members were affected by the hepatointestinal form, the risk to the filial generation was similar to that of the population in general. Thus, in the process towards severe forms of Schistosomiasis mansoni, pre and post natal factors might be involved.

Use of multi-sensory marketing techniques and its influence on brand experience in retail and HORECA sector

Double degree. A Work Project presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA- School of Business and Economics and Warsaw School of Economics

Os estereótipos de gênero na publicidade televisiva. Uma comparação entre spots publicitários brasileiros e portugueses

Tese de Doutoramento em Ciências da Comunicação (área de especialização em Comunicação Estratégica e Organizacional).

Noninvasive cardiac assessment in children of women with systemic lupus erythematosus

OBJECTIVE: Noninvasive cardiac assessment of newborns and infants of women with systemic lupus erythematosus. The children had no congenital total atrioventricular block and were compared with the children of healthy women. METHODS: We prospectively assessed 13 newborns and infants aged 1 to 60 days, children of women with systemic lupus erythematosus and without congenital total atrioventricular block. These children were compared with 30 children of women who had no lupus or anti-Ro/SSA antibodies, and no risk factors for congenital heart disease either. Their age groups matched. The following examinations were performed: cardiological physical examination, electrocardiography, echocardiography, and signal-averaged electrocardiography. RESULTS: The statistical analysis showed no significant difference in ventricular function or in the cardiac conduction system between the groups. CONCLUSION: In regard to the conduction system and ventricular function in the absence of total atrioventricular block, no statistically significant difference was observed between the children of women with systemic lupus erythematosus and children of healthy women.