CRIATIVIDADE EM PUBLICIDADE E A QUESTÃO ÉTICA: um estudo da publicidade brasileira premiada

A questão ética deve pautar a atividade profissional do publicitário, por ser uma atividade de grande influência sobre a opinião pública, pois associa a imagem de empresas e suas marcas a uma postura de comprometimento com a sociedade na qual está inserida, transformando-as em empresas-modelo. Em nome da criatividade publicitária, muitas vezes, anúncios de produtos e serviços diversos contradizem uma propaganda socialmente responsável. A presente dissertação analisou a linguagem e o discurso da propaganda no que se refere à questão ética, observando-se até que ponto elas consideram ou não estas questões. Desta forma, apresentam-se como os elementos que compõem a mensagem podem deixar, explícita ou implicitamente, informações que poderiam comprometer a empresa caso a observação do público fosse mais crítica ou mais apurada. Para esta análise foram selecionados anúncios premiados no prêmio Profissionais do Ano , hoje um dos principais prêmios da propaganda brasileira instituído pela Rede Globo de Televisão, e o instrumento metodológico utilizado foi uma leitura subsidiada na análise do discurso. A grande maioria dos comerciais premiados neste Festival não fere princípios éticos. Foi selecionado apenas um corpus, em que se confrontou a temática criativa de cada comercial com o Código Brasileiro de Auto-regulamentação Publicitária (CONAR), verificando assim como estes comerciais,sob este olhar, podem ser considerados como incorretos no tocante à ética e à responsabilidade social.(AU)

Corporate tournaments and executive compensation: evidence from the UK

This study tests the implications of tournament theory using data on 100 U.K. stock market companies, covering over 500 individual executives, in the late 1990s. Our results provide some evidence consistent with the operation of tournament mechanisms within the U.K. business context. Firstly, we find a convex relationship between executive pay and organizational level and secondly, that the gap between CEO pay and other board executives (i.e., tournament prize) is positively related to the number of participants in the tournament. However, we also show that the variation in executive team pay has little role in determining company performance.

Seeing and believing: three episodes in the history of neurophysiology

In this contribution I look at three episodes in the history of neurophysiology that bring out the complex relationship between seeing and believing. I start with Vesalius in the mid-sixteenth century who writes that he can in no way see any cavity in nerves, even in the optic nerves. He thus questions the age-old theory (dating back to the Alexandrians in the third century BC) but, because of the overarching psychophysiology of his time, does not press his case. This conflict between observation and theory persisted for a quarter of a millennium until finally resolved at the beginning of the nineteenth century by the discoveries of Galvani and Volta. The second case is provided by the early history of retinal synaptology. Schultze in 1866 had represented rod spherules and bipolar dendrites in the outer plexiform layer as being separated by a (synaptic) gap, yet in his written account, because of his theoretical commitments, held them to be continuous. Cajal later, 1892, criticized Schultze for this pusillanimity, but his own figure in La Cellule is by no means clear. It was only with the advent of the electron microscopy in the mid-twentieth century that the true complexity of the junction was revealed and it was shown that both investigators were partially right. My final example comes from the Hodgkin-Huxley biophysics of the 1950s. Their theory of the action potential depended on the existence of unseen ion pores with quite complex biophysical characteristics. These were not seen until the Nobel-Prize-winning X-ray diffraction analyses of the early twenty-first century. Seeing, even at several removes, then confirmed Hodgkin and Huxley’s belief. The relation between seeing and believing is by no means straightforward.

'It's a double-edged thing':the paradox of civil partnership and why some couples are choosing not to have one

Since their introduction in 2005, thousands of same-sex couples in the UK have had a civil partnership. However, many other couples have chosen not to have one. This qualitative study explores why some same-sex couples are choosing not to have a civil partnership. Seven semi-structured interviews were conducted with 12 people (five couples and two individuals) who identified as lesbian, gay or bisexual, and analysed using discourse analysis. Participants' accounts were characterised by ambivalence about civil partnership, and three main paradoxes were identified: the 'good but not good enough' paradox, the 'unwanted prize' paradox and the 'legal rights v. social oppression paradox. A major source of ambivalence was support for rights but resistance to assimilation into dominant heteronormative cultural frameworks. Participants negotiated this ambivalence in a variety of ways, including considering how to have a civil partnership that is different from 'marriage', and adopting a pragmatic position. The analysis highlights the importance of social recognition and support for a range of relationship forms and identities, as well as for an ongoing critical debate about civil partnerships and same-sex marriage. © The Author(s) 2011.

Editorial:welcome to the LRN2004 annual conference special issue of the International journal of logistics: research and applications

It is a great pleasure to be Guest Editor for this issue – I hope that the papers which are included will be stimulating and support you in your ongoing research activities. A number of guiding principles were adopted in selecting the papers for inclusion in this issue. Firstly, the papers cover a wide range of logistics and supply chain management (SCM) topics. This is a reflection of the evolution of the field in recent years. In terms of the “buy-make-store-move-sell” model of SCM all the main constituent areas are addressed. Secondly, it is important that the conference issue of this Journal reflects the emphasis and content of the conference itself. I have tried to achieve this in terms of the papers included. One interesting point to note is that outsourcing is a theme which is a major issue in a number of papers. This reflects the increasing importance of this issue to organisations of all kinds and sizes. Economic globalisation and the trend towards vertical disintegration of supply chain architectures have sharpened the focus on outsourcing as a key element of supply chain strategy. The need to move beyond the notion that sourcing of certain activities can be some kind of panacea in evident from the relevant contributions. Thirdly, the LRN Annual Conference has become a more international event in recent years...the number of delegates and papers presented from outside the UK has continued to grow. The papers collected in this issue reflect this internationalization. Two papers are worthy of particular comment from an LRN perspective. The contribution by Jaafar and Rafiq has been developed from the submission which won the best paper prize at the LRN 2004 event. The paper by Pettit and Beresford is based on research which was supported by LRN seed corn funding. It was developed form the final report on this work submitted to CITL (UK) via the LRN. The seed corn funding is an important mechanism whereby the LRN supports research in innovative aspects of logistics in UK universities. In many ways, the LRN2004 event in Dublin seems like a long time ago. From my point of view it was one of the most professionally rewarding activities in which I have been involved in my career. It was a time to meet old friends and new and to keep abreast of the multitude of interesting projects being undertaken in over 20 countries. There are too many people to thank for the smooth running of the event. However, my colleague John Mee does warrant a special mention. His logistical skills were seriously put to the test in the weeks and months leading up to September 9th. 2004. I want to acknowledge his particular contribution to the success of the event. Since then we have had the 2005 event at the University of Plymouth. This was again a great opportunity to network with colleagues and many congratulations are due to John Dinwoodie and his team. We now look forward to LRN 2006 in Newcastle...form my part I hope and trust that this issue provides some useful perspectives and insights into the range of topics addressed.

The role of social agents in the translation into English of the novels of Naguib Mahfouz

This research investigates the field of translation in an Egyptain context around the work of the Egyptian writer and Nobel Laureate Naguib Mahfouz by adopting Pierre Bourdieu’s sociological framework. Bourdieu’s framework is used to examine the relationship between the field of cultural production and its social agents. The thesis includes investigation in two areas: first, the role of social agents in structuring and restructuring the field of translation, taking Mahfouz’s works as a case study; their role in the production and reception of translations and their practices in the field; and second, the way the field, with its political and socio-cultural factors, has influenced translators’ behaviour and structured their practices. In this research, it is argued that there are important social agents who have contributed significantly to the structure of the field and its boundaries. These are key social agents in the field namely; the main English language publisher in Egypt, the American University in Cairo Press (AUCP); the translators: Denys Johnson-Davies, Roger Allen and Trevor Le Gassick; and the author, Naguib Mahfouz. Their roles and contributions are examined and discussed through the lens of Bourdieu’s sociology. Particular focus is given to the author Mahfouz and his award of the Nobel Prize, and how this award has influenced the field of cultural production and its social agents. Also, it is argued that socio-cultural factors in the field, in the period between 1960s and 2000s, affected the translators’ practices in terms of modes of production of Mahfouz’s works. To investigate the influence of these factors on translators’ practices in the field, empirical examination is conducted, at the textual level, on a corpus of six translated novels written by the same author, Mahfouz. It is shown that the translators have an increased tendency, over time, towards applying a foreignising approach in their translations of culture-specific items. The translators’ behaviour, which is a result of their habitus, is correlated to political and socio-cultural factors in the field of translation. That is, based on interviews conducted with the translators, it has been found that there are particular factors influenced their translational habitus and, thus, their practices during the production process of the translations.

Editorial

This time of year we look back at the year that has passed and make plans for the next year. I like to reflect on things that I have learnt and people that I have met, especially those who facilitated that learning. In 2009 I went to various conferences, The BCLA conference in Manchester, The Romanian Optical Society meeting in Brasov, Transylvania (where the university is actually on Vlad Tepes Street), The European Council for Optometry and Optics (ECOO) in Brno, Czech Republic, The American Academy of Optometry (AAO) in Orlando USA, The International Association of Contact Lens Educators (IACLE) meeting in Tianjin China and finally The Vereinigung Deutscher Contactlinsen-Spezialisten (VDCO) meeting in Jena. All were interesting places and thoroughly all were enjoyable conferences with their own highlights but I wanted to focus on Jena and one person I met there and his inspirational search for knowledge and the contributions he made in the field of contact lenses. Jena itself is a fascinating place and should be on the ‘must visit’ list of anyone involved in eye care. It is the birth place of Carl Zeiss of course and where he started his company. It is also the birth place of Ernst Abbe (physicist and optometrist and expert lens maker), and Otto Schott (chemist and technologist who made high quality glass. There are many road signs bearing witness to these famous pioneers. The optical museum is worth spending a few hours looking around too. I was invited to speak at the VDCO at the kind invitation from colleagues at the Jena School of Optometry, Professor Wolfgang Sickenberger and Professor Sebastian Marx. At this meeting I met 87-year-old Willi KAUE who was being awarded the Adolf Wilhelm Müller-Welt prize by the VDCO for contribution to contact lenses over his 60-year career. At the age of 15 Willi Kaue took up an apprenticeship to become an Optician in Germany in 1937. At this time he first heard about the scleral glass lenses made by the Carl Zeiss Company in Jena. This started his lifelong fascination which was to become his passion but not yet his career. During the war he was enlisted into military service but immediately after was back to his former career. In 1950 Willi corrected his own 3.5 dioptres of myopia with a plastic scleral lens. His fascination strengthened as for the first time he himself could experience a wider field of view than his spectacles gave him, less aberrations and less retinal minification. He also appreciated the fact that contact lenses did not cause pressure on the nose or ears and did not slide down his nose plus remained optically centred with his eye movements. He decided that form now on he would make fitting contact lenses his career. He travelled to London to learn more about contact lenses and how to fit them but initially did not find many willing teachers and to start with became largely self-taught. He wanted to know how to make scleral lenses. So far he only knew that pulverized polymethyl methacrylate (PMMA) was pressed and moulded. In 1951 he met Berlin optician Otto Marzock. He made his only scleral lenses from using military PMMA windshields. His process involved lathe cutting the lenses and resulted in lenses that were thinner than moulded ones. Willi developed a manufacturing method, using a rotary diamond drill, starting form the outer edge and towards the centre at a constant cut speed. This enabled him to make more reproducible lenses and in less time. His enthusiasm in the field was clear from the travels he made in the pursuit of advancement - travelling around Europe, South America, North America and Asia. In 1963 he visited George Nissel in Hemel Hempstead, England. Constantly thriving towards innovations Willi came across the new Naturalens from the USA made from HEMA at a congress in Marseille in 1969. Amongst his contributions to the field, was his own technique of fitting ocular prosthetics, using an alginate impression of the orbit. I was fortunate enough to have dinner with Willi Kaue and learnt more about his fascinating career through the patient interpreting skills of Hilmar Bussacker (the 2008 winner of the same award and the 2007 winner of the European Federation of the Contact Lens and IOL Industries Award). I look forward to 2010 with eager anticipation as to what I may learn and who I might meet!!! Copyright © 2009 British Contact Lens Association. Published by Elsevier Ltd. All rights reserved.

In memoriam: Dimitar Shishkov

Bulgarian and world computer science lost a prominent colleague: Dimitar Petrov Shishkov 22th January 1939, Varna – 8th March 2004, Sofia D. Shishkov graduated mathematics at Sofia University in 1962. In the last year of his studies he started a specialization as a programmer at the Joint Institute of Nuclear Research – Dubna which lasted three years. Then he worked at the Institute of Mathematics for two years. In 1966 D. Shishkov together with a group of experts transferred to the newly created Central Laboratory for Information Technologies. In 1976 he defended his PhD dissertation. He has been an associate professor in computer science at Sofia University since 1985 and a professor in computer science since 2000. His scientific interests and results were in the fields of computer architectures, computational linguistics, artificial intelligence, numerical methods, data structures, etc. He was remarkable with his teaching activities. D. Shishkov was the creator of high-quality software for the first Bulgarian electronic calculator “ELKA” – one of the first calculators in the world as well as for the series of next calculators and for specialized minicomputers. He was the initiator of the international project “Computerization of the natural languages”. He was a member of a range of international scientific organizations. Among his numerous activities was the organization of the I-st Programming competition in 1979. D. Shishkov was the initiator of sport dancing in Bulgaria (1967) and founder of the first sport-dancing high school education in the world. D. Shishkov was a highly accomplished person with a diversity of interests, with a developed social responsibility and accuracy in his work. In 1996 D. Shishkov was awarded with the International Prize ITHEA for outstanding achievements in the field of Information Theories and Applications. We are grateful to D. Shishkov for the chance to work together with him for establishment and development of IJ ITA.

A Luenberger state observer for stator resistance estimation in sensorless induction motor drives

The primary objective of this paper is to elimination of the problem of sensitivity to parameter variation of induction motor drive. The proposed sensorless strategy is based on an algorithm permitting a better simultaneous estimation of the rotor speed and the stator resistance including an adaptive mechanism based on the lyaponov theory. To study the reliability and the robustness of the sensorless technique to abnormal operations, some simulation tests have been performed under several cases. The proposed sensorless vector control scheme showed a good performance behavior in the transient and steady states, with an excellent disturbance rejection of the load torque. © 2013 Praise Worthy Prize S.r.l. - All rights reserved.

Kontraszelekció és erkölcsi kockázat a politikában. Vázlat az információs aszimmetria közgazdaságtani fogalmainak politikatudományi alkalmazhatóságáról (Negative selection and moral risk in politics. An outline of the usefulness to political science of the economic concept of information asymmetry)

Az írás a kontraszelekció és az erkölcsi kockázat információ-gazdaságtani fogalmának politikatudományi alkalmazhatósága mellett érvel. Azt kívánja bemutatni, hogy a politikai piac szereplői közti információs aszimmetria mechanizmusainak éppúgy lehetnek súlyos negatív hatásai a demokratikus politikai rendszer működésére nézve, mint ahogy a gazdasági szereplők közti információs aszimmetria - Nobel-díjas közgazdászok érvei szerint - alááshatja a piaci verseny hatékonyságát. Az írás új megvilágításba helyezi a - már Platón óta ismert - politikai kontraszelekció jelenségét, továbbá részletesen foglalkozik az erkölcsi kockázat és a megbízó-megbízott relációk megjelenésével a politikában. Érinti tovább azoknak a mechanizmusoknak - a jelzésnek és a szűrésnek - a megjelenését a politikában, melyeket a közgazdászok az információs aszimmetria csökkentésére ajánlanak. / === / The paper argues in favour of employing in political science the economic concept of information asymmetry, seeking to show that the mechanisms of information asymmetry among the players on the political market may have negative effects on the operation of a democratic political system as information asymmetry among economic actors – according to arguments of Nobel prize-winning economists – has on the efficiency of market competition. The paper sheds new light on the phenomenon of negative political selection (known since Plato's time), and goes on to deal in detail with the appearance of moral risk and client/agent relations in politics. The author touches also on the appearance in politics of mechanisms – signals and filters – that economists suggest for reducing information asymmetry.

Munkapiac keresési súrlódásokkal (Job seeking on the labour market, with frictions)

A munkapiac különleges piac, jellegzetességeinek köszönhetően számos modell elemzi. Ezek közül a legismertebbek a keresési-párosítási modellek, amelyek több egymáshoz kapcsolódó kérdéskör vizsgálatára is alkalmasak. A modellcsalád által megmagyarázható munkapiaci jelenségek széles köre, a belőlük levonható következtetések, a modellek magyarázóképességéről folytatott vita egyaránt hozzájárult, hogy a modellek kidolgozói 2010-ben közgazdasági Nobel-emlékdíjban részesültek. Modelljük kiterjeszti a munkanélküliség természetes rátájának elméletét, képes a jóléti intézkedések és intézményrendszer beépítésére. A szerző e modellek elméleti előzményei, valamint egy alapmodell ismertetése után felvázolja az újabb generációs modellek alapvonásait, a hatékonyságelemzések tanulságait, az állami intézkedések vizsgálatának lehetőségeit, valamint a Shimer-kritika alapjait. / === / The labor market is a specialized market with characteristics that have produced several different models for analysing it. One of the best known is the search and matching model, which is suitable for analysis of several related issues. The broad range of labour market phenomena that can be described by this family of models, the conclusions to be drawn from them, and the debate on their explanatory capability have all contributed to the fact that three economists who made important contributions to developing them - P. A. Diamond, D. T. Mortensen and C. A. Pissar-ides - were awarded the Nobel Prize in Economics in 2010. The DMP model named after them expands the theory of the natural rate of unemployment and is capable of integrating the analysis of welfare measures and institutions. This paper follows up on the contribution of the Nobel Prize winners by examining the theoretical preliminaries of these models, a basic search and matching model, and by looking at the typical characteristics of a new generation of models, the lessons of efficiency analyses, the possibility of investigating the role of policy measures, and the foundations of Shimer's critique.

Annotated bibliography of Salomon de la Selva's collected poems

The purpose of my project is to provide a compilation of the work of Nicaraguan born poet, Salomon De la Selva, who incidentally was nominated for a Nobel Prize in 1919, and was the first Latin-American poet to publish extensively in English. In order to achieve this goal, my research methods included the substantial use of the Internet, as well as two investigative trips to Mexico and one to Nicaragua, which ultimately led me to uncover a total of 135 unaccounted English-language poems. In addition, De la Selva's uniqueness lies in the fact that he was a truly bilingual writer, who was equally able to create both in English and Spanish, simultaneously. Therefore, my project not only represents an act of reclamation, but the new material also provides new exciting possibilities for his work by facilitating an intertextual analysis of his poems, which will aid in understanding the complexities of bilingualism.

O teatro de Elias Canetti em diálogo com a pós-modernidade

The purpose of this dissertation is to analyse the dramaturgic work of the Bulgarian author Elias Canetti, composed by the plays The Wedding, Comedy of Vanity and Their Days are Numbered, seeking to comprehend how the contemporary critic theories act on his trilogy, making a dialogue with theoretical references which may justify its approaching to the postmodernism. In this perspective, the theories by Jean-François Lyotard, Fredric Jameson and Jürgen Habermas contribute for a better comprehension of the postmodernity phenomenon. Undertaking Canetti’s notes and theatre with the philosophical concepts of Adorno’s negative aesthetics, we realise there is a space to reflect upon the theories which befell, like Foucault’s power relations in Micro-physics of Power and the discourses of resistance and deterritorialisation developed by Deleuze and Guattari in A Thousand Plateau and Anti-Oedipus. Even though Canetti’s plays were written between 1932 and 1956, all of them show a strong critic against modernism, and their characteristics did not help their recognition by the critics, which resulted in a rediscovery of Canetti’s plays after the author won the Nobel Prize in 1981.

Woven cultures : New insights into Pictish and Viking culture contact using the implements of textile production

This paper is based on the undergraduate dissertation of Lindsey Stirling, which was supervised by Karen Milek, and which won the Society of Medieval Archaeology's John Hurst Memorial Dissertation Prize Acknowledgements This research would not have been possible without the assistance of Dr Martin Goldberg at the National Museum of Scotland, Lynda Aiano at Tankerness House Museum, Orkney, and Beverley Ballin Smith. The authors also wish to thank the two anonymous reviewers who provided valuable comments on earlier versions of this paper.

Woven cultures : New insights into Pictish and Viking culture contact using the implements of textile production

This paper is based on the undergraduate dissertation of Lindsey Stirling, which was supervised by Karen Milek, and which won the Society of Medieval Archaeology's John Hurst Memorial Dissertation Prize Acknowledgements This research would not have been possible without the assistance of Dr Martin Goldberg at the National Museum of Scotland, Lynda Aiano at Tankerness House Museum, Orkney, and Beverley Ballin Smith. The authors also wish to thank the two anonymous reviewers who provided valuable comments on earlier versions of this paper.