Relação entre eficácia e tempo despendido para os media modernos em Portugal:as marcas Coca-Cola e Pepsi

Dissertação, Mestrado, Marketing, Instituto Politécnico de Santarém, Escola Superior de Gestão e Tecnologia, 2016

Relação entre eficácia e tempo despendido para os media modernos em Portugal:as marcas Coca-Cola e Pepsi

Dissertação, Mestrado, Marketing, Instituto Politécnico de Santarém, Escola Superior de Gestão e Tecnologia, 2016

Mecca-Cola: marca comercial y propaganda política

Taoufik Mathlouthi, un tunisià que viu a París, va ser el creador d'aquest producte alternatiu als refrescs de cola americans: Coca Cola i Pepsi Cola. No es tracta solament del llançament d’un altre refresc de cola qualsevol sinó que també lluita per una causa humanitària competint contra una de les marques més importants que simbolitza els Estats Units, Coca Cola. Si que es cert que les coles americanes més importants son dues encara que, sense cap dubte, el primer nom que ve a la ment com a símbol americà, en el món de les coles, és el de Coca Cola. Fundacions, organitzacions governamentals i no governamentals, distribuïdors i gent de tot el món es van bolcar amb aquest nou producte i, tots ells amb un objectiu en comú: la causa palestina, lluitar contra el sionisme, mostrar el seu rebuig cap a la Guerra de L'Iraq i la política nord-americana. El 10% dels beneficis de cada ampolla van destinats directament a la causa palestina i, especialment als nens palestins abastint-los de material escolar o atenció mèdica, l'altre 10% va dirigit a les organitzacions no governamentals de cada país on es distribuïa per a causes humanitàries. Mecca Cola es va introduir en el territori espanyol al Febrer del 2003. La cola antiamericana, va sortir als mitjans de comunicació amb gran èxit pel seu esperit de compromís i, al refugi de la invasió de L'Iraq i la resta de greuges occidentals. Els badulaques de les grans ciutats distribuïen amb èxit la beguda i, no solament era famosa entre el mercat àrab sinó també dintre del mercat de la gent compromesa i que estava en contra de la política nord-americana. En 2004, va arribar fins i tot a vendre al voltant de 500 milions d'ampolles en tot el món. No obstant això, no hi ha xifres de vendes en el territori nacional. Però les circumstàncies van canviar. Avui, ningú ven aquest refresc a Espanya. La Mecca Cola va ser expulsada del país. La raó va ser la seva vinculació amb l'extremisme islàmic després de la sèrie d'atemptats que es van produir a Madrid o a Londres. Mecca Cola és un producte que va lluitar contra una ideologia i a favor d'una altra, va sobrepassar fronteres amb un mateix propòsit sense importar costums o estils de vida. Al principi, el producte anava destinat a un públic musulmà, no obstant això, també va cobrir altre nínxol de mercat que, igual que el públic musulmà, es troba en tots els països, la gent socialment compromesa. 7 La cultura va jugar un paper important en el llançament del producte i el seu coneixement al voltant del món, a l'igual, que ha anat formant part de la seva lenta desaparició. La clau del seu èxit van ser els valors comuns pels quals lluitava, pel compromís que suposava el consum d'aquest producte i el rebuig de dos dels gegants nord-americans, Coca Cola i Pepsi Cola. Alguns dels elements que formen la cultura d'una persona són la religió, valors i actituds de la societat que li envolta. Els valors o actitud d'algú no entenen de fronteres i, això és comú a uns altres de diferent nacionalitat. Lluny de qualsevol altre tipus d'estratègia més complexa, el compromís i la lluita per un ideal és un valor que posseïm, sinó tots, la majoria d'habitants del planeta.

Avaliação da rugosidade superficial e da alteração de cor do esmalte humano submetido ao clareamento dental e/ou refrigerante a base de cola, em função de escovação simulada

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Iron supplementation reduces the erosive potential of a cola drink on enamel and dentin in situ

Iron has been suggested to reduce the erosive potential of cola drinks in vitro. Objective: The aim of this study was to evaluate in situ the effect of ferrous sulfate supplementation on the inhibition of the erosion caused by a cola drink. Material and Methods: Ten adult volunteers participated in a crossover protocol conducted in two phases of 5 days, separated by a washout period of 7 days. In each phase, they wore palatal devices containing two human enamel and two human dentin blocks. The volunteers immersed the devices for 5 min in 150 mL of cola drink (Coca-Cola (TM), pH 2.6), containing ferrous sulfate (10 mmol/L) or not (control), 4 times per day. The effect of ferrous sulfate on the inhibition of erosion was evaluated by profilometry (wear). Data were analyzed by paired t tests (p<0.05). Results: The mean wear (+/- se) was significantly reduced in the presence of ferrous sulfate, both for enamel (control: 5.8 +/- 1.0 mu m; ferrous sulfate: 2.8 +/- 0.6 mu m) and dentin (control: 4.8 +/- 0.8 mu m; ferrous sulfate: 1.7 +/- 0.7 mu m). Conclusions: The supplementation of cola drinks with ferrous sulfate can be a good alternative for the reduction of their erosive potential. Additional studies should be done to test if lower ferrous sulfate concentrations can also have a protective effect as well as the combination of ferrous sulfate with other ions.

Influence of surface sealant on the translucency of composite resin: effect of immersion time and immersion media

This study evaluated the effect of surface sealant on the translucency of composite resin immersed in different solutions. The study involved the following materials: Charisma, Fortify and coffee, Coca-Cola®, tea and artificial saliva as solutions. Sixty-four specimens (n = 8) were manufactured and immersed in artificial saliva at 37 ± 1 °C. Samples were immersed in the solutions for three times a day and re-immersed in artificial saliva until the translucency readings. The measurements were carried out at nine times: T1 - 24 hours after specimen preparation, T2 - 24 hours after immersion in the solutions, T3 - 48 hours and T4 to T9 - 7, 14, 21, 30, 60 and 90 days, respectively, after immersion. The translucency values were measured using a JOUAN device. The results were subjected to ANOVA and Tukey's test at 5%. The surface sealant was not able to protect the composite resin against staining, the coffee showed the strongest staining action, followed by tea and regarding immersion time, a significant alteration was noted in the translucency of composite resin after 21 days.

Effect of supplementation of soft drinks with green tea extract on their erosive potential against dentine

Background: Matrix metalloproteinase (MMP) inhibitors reduce dentine erosion. This in vitro study evaluated the effect of the supplementation of soft drinks with green tea extract, a natural inhibitor of MMPs, on their erosive potential against dentine. Methods: For each drink tested (Coca-Cola (TM), Kuat (TM) guarana, Sprite (TM) and light Coca-Cola (TM)), 40 dentine specimens were divided into two subgroups differing with respect to supplementation with green tea extract at 1.2% (OM24 (R), 100% Camellia sinensis leaf extract, containing 30 +/- 3% of catechin; Omnimedica, Switzerland) or not (control). Specimens were subjected to four pH cycles, alternating de-and remineralization in one day. For each cycle, samples were immersed in pure or supplemented drink (10 minutes, 30 mL per block) and in artificial saliva (60 minutes, 30 mL per block) at 37 degrees C, under agitation. Dentine alterations were determined by profilometry (mu m). Data were analysed by two-way ANOVA and Bonferroni`s test (p < 0.05). Results: A significant difference was observed among the drinks tested with Sprite (TM) leading to the highest surface loss and light Coca-Cola (TM) to the lowest. Supplementation with green tea extract reduced the surface loss by 15% to 40% but the difference was significant for Coca-Cola (TM) only. Conclusions: Supplementation of soft drinks with green tea extract might be a viable alternative to reduce their erosive potential against dentine.

Gels Containing MMP Inhibitors Prevent Dental Erosion in situ

Matrix metalloproteinase (MMP) inhibition has been shown to reduce dentin caries progression, but its role in dental erosion has not yet been assessed. This study tested the hypothesis that gels containing MMP inhibitors (epigallocatechin gallate-EGCG and chlorhexidine) can prevent dental erosion. Volunteers (n = 10) wore palatal devices containing bovine dentin blocks (n = 10/group) treated for 1 min with EGCG at 10 (EGCG10) or 400 mu M (EGCG400), chlorhexidine at 0.012%, F at 1.23% (NaF), and no vehicle (placebo). Erosion was performed with Coca-Cola (R) (5 min) 4X/day during 5 days. The wear, assessed by profilometry (mean +/- SD, mu m), was significantly reduced by the gels containing MMP inhibitors (0.05 +/- 0.02(a), 0.04 +/- 0.02(a), and 0.05 +/- 0.02(a) for EGCG10, EGCG400, and chlorhexidine, respectively) when compared with NaF (0.79 +/- 0.35(b)) and placebo gels (1.77 +/- 0.35(b)) (Friedman and Dunn`s tests, p < 0.01). The use of gels delivering MMP inhibitors was shown to prevent erosion and opens a new perspective for protection against dental erosion.

Effect of Iron on Matrix Metalloproteinase Inhibition and on the Prevention of Dentine Erosion

It is known that some metal salts can inhibit matrix metalloproteinase (MMP) activity, but the effect of iron has not been tested yet. On the other hand, it has recently been suggested that MMP inhibition might influence dentine erosion. Based on this, the aims of this study were: (1) to test in vitro the effect of FeSO(4) on MMP-2 and -9 activity, and (2) to evaluate in situ the effect of FeSO(4) gel on dentine erosion. MMP-2 and -9 activities were analysed zymographically in buffers containing FeSO(4) in concentrations ranging between 0.05 and 1.5 mmol/l or not. Volunteers (n = 10) wore devices containing bovine dentine blocks (n = 60) previously treated with the following gel treatments: FeSO(4) (1 mmol/l FeSO(4)), F (NaF 1.23%; positive control) and placebo (negative control). The gels were applied once and removed after 1 min. Erosion was performed extraorally with Coca-Cola 4 times per day for 5 min over 5 days. Dentine wear was evaluated by profilometry. The data were analysed by Kruskal-Wallis and Dunn`s tests (p < 0.05). FeSO(4) inhibited both MMP-2 (IC(50) = 0.75 mmol/l) and MMP-9 (IC(50) = 0.50 mmol/l) activities. In the in situ experiment, the mean wear (+/- SD) found for the F gel (0.79 8 +/- 0.08 mu m) was significantly reduced in more than 50% when compared to the placebo gel (1.77 +/- 0.33 mu m), but the FeSO(4) gel completely inhibited the wear (0.05 +/- 0.02 mu m). Since FeSO(4) was able to inhibit MMP in vitro, it is possible that the prevention of dentine wear by the FeSO(4) gel in situ might be due to MMP inhibition, which should be investigated in further studies. Copyright (C) 2010 S. Karger AG, Basel

Preventive effect of iron gel with or without fluoride on bovine enamel erosion in vitro

Background: The aim of this study was to evaluate the preventive effect in vitro of experimental gel containing iron and/or fluoride on the erosion of bovine enamel. Methods: To standardize the blocks (n = 80), specimens (4 x 4 mm) were previously selected to measure the initial microhardness. The blocks were randomly allocated into four groups of 20 samples each: C (control, placebo gel); F (fluoride gel, 1.23% NaF); Fe (iron gel, 10 mmol/L FeSO(4)) and F + Fe (fluoride + iron gel). The gels were applied and removed after 1 minute. The blocks were then submitted to six alternating remineralization and demineralization cycles. The beverage Coca-Cola (R) (10 minutes, 30 mL) was used for demineralization, and artificial saliva (1 hour) for remineralization. The effect of erosion was measured by wear analysis (profilometry). Data were analysed by ANOVA and the Tukey test for individual comparisons (p <0.05). Results: The mean wear (+/- SD, mu m) was C: 0.94 +/- 0.22; F: 0.55 +/- 0.12; Fe: 0.49 +/- 0.11 and F + Fe: 0.55 +/- 0.13. When the experimental gels were used, there was statistically significant reduction in enamel wear in comparison with the control (p <0.001). However, the experimental gels did not differ significantly among them. Conclusions: The gels containing iron with or without fluoride are capable of interfering with the dissolution dental enamel in the presence of erosive challenge.

Influence of Dental Plaque on Human Enamel Erosion: In Situ/Ex Vivo Study

Purpose: The objective of the present in situ study was to evaluate the influence of dental plaque on human enamel erosion. Materials and Methods: Thirteen volunteers wore acrylic palatal devices with four enamel specimens that were prepared from freshly extracted impacted human third permanent molars (4 x 4 mm), randomly selected and distributed into two vertical rows, corresponding to the following groups: GI, erosion of dental plaque-free samples, and GII, erosion of dental plaque-covered samples. For the formation of dental plaque, the specimens were placed 1 mm below the level of the appliance and covered with a plastic mesh to allow the accumulation of dental plaque. The palatal device was continuously worn by the volunteers for 14 consecutive days and then immersed in a soft drink (Coca-Cola (R), 150 ml) for 5 min, three times a day. Half of the surfaces of specimens were coated with nail varnish for profilometry tests. The study variables included the depth of enamel surface wear (profilometer, vertical ranges in pm) and the percentage of superficial microhardness change (%SMHC). Data were analysed using the t test (P < 0.05). Results: The %SMHC and depth of enamel surface wear were significantly higher for GI (-87.82% +/- 3.66 and 4.70 mu m +/- 1.65) than for GII (-13.79% +/- 4.22 and 0.14 mu m +/- 0.03). Conclusions: It was concluded that the dental plaque formed in situ was able to protect the enamel surface against erosion by a cola soft drink, thus reducing the depth of enamel surface wear and the %SMHC.

Preventive effect of an iron varnish on bovine enamel erosion in vitro

Objective: The aim of this study was to evaluate, in vitro, the effect of an experimental varnish containing iron on the dissolution of bovine enamel by carbonated beverage. Methods: Eighty specimens were randomly allocated to four groups (n = 20 per group), according to the following treatments: Fe varnish (FeV, 10 mmoL/L Fe), F varnish (FV, 2.71% F), placebo varnish (PV) and control (not treated, NT). The varnishes were applied in a thin layer and removed after 6 h. Then, the samples were submitted to six cycles, alternating re- and demineralisation (only 1 day). Demineralisation was performed with the beverage Coca-Cola (R) (10 min, 30 mL/block) and remineralisation with artificial saliva for I h. In order to determine the amount of enamel dissolved, the wear was analysed by profilometry. Data were analysed by ANOVA and Tukey`s test (p < 0.05). Results: The mean wear (+/- S.E.) was significantly lesser for the FeV (0.451 +/- 0.018 mu m) when compared to the other treatments. The FV caused significantly less wear (0.554 +/- 0.022 mu m) when compared to PV (0.991 +/- 0.039 mu m) and NT (1.014 +/- 0.033), which did not significantly differ from each other. Conclusions: The results suggest that the iron varnish can interfere with the dissolution of dental enamel in the presence of acidic beverages. (C) 2008 Elsevier Ltd. All rights reserved.

In situ effect of an erosive challenge on different restorative materials and on enamel adjacent to these materials

Objectives: This in situ study evaluated the effect of an erosive challenge on different restorative materials and on enamel restored with these materials, as well as the ability of these materials to protect the adjacent enamel against erosion. Methods: Ten volunteers wore palatal devices with eight bovine enamel blocks, randomly selected and distributed into two vertical rows, corresponding to the following groups: GI/GV, resin-modified glass ionomer; GII/GVI, conventional glass ionomer; GIII/GVII, composite resin; GIV/GVIII, amalgam. one row (corresponding to groups I-IV) was immersed in a cola drink and the other row (corresponding to groups V-VIII) was subjected to saliva only. The palatal device was continuously worn for 7 days and only half of the appliance (groups I-IV) was immersed in the soft drink (Coca-Cola (R), 150 mL) for 5 min, three times a day. The study variables comprised the wear (profilometry, mu m) and the percentage of surface microhardness change (%SMHC). Data were tested for significant differences by two-way ANOVA and Tukey`s tests (p < 0.05). Results: Considering the restorative materials, for %SMHC and wear, there were no differences among the materials and between the saliva and the erosive challenge. For enamel analyses, the erosive challenge promoted a higher wear and %SMHC of the enamel than did the saliva. There were no significant differences in wear and %SMHC of the enamel adjacent to the different restorative materials. Conclusion: This research data suggest that there is little %SMHC and wear of the studied restorative materials and none of them had a preventive effect against erosion on adjacent enamel, which showed a pronounced wear. (c) 2007 Elsevier Ltd. All rights reserved.

Validação da inexistência de resíduos de leite numa linha de enchimento

Dissertação para obtenção do Grau de Mestre em Tecnologia e Segurança Alimentar na área de especialização Qualidade Alimentar

Coke: building on happiness to support “Positive Solutions”

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