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)

Rôle des récepteurs aux protéines G (GPR55, GPR91 et GPR99) dans la croissance et le guidage axonal au cours du développement du système visuel

Lors de l’attribution du prix Nobel de chimie aux docteurs Robert Leftkowitz et Brian Kobika pour leurs travaux essentiels sur les récepteurs couplés à des protéines G (RCPGs), Sven Lindin, membre du comité Nobel, a affirmé que « jusqu'à la moitié » des médicaments « reposent sur une action ciblant les RCPG ». En raison de leurs rôles importants, leurs mécanismes d'activation et l’action de leurs ligands, les RCPG demeurent les cibles potentielles de la majorité des recherches pour le développement de nouveaux médicaments et de leurs applications cliniques. Dans cette optique, nous avons concentré nos recherches à travers cette thèse pour élucider les rôles, les mécanismes d’action et les effets des ligands de trois RCPG : GPR55; GPR91 et GPR99 au cours du développement des axones des cellules ganglionnaires de la rétine (CGRs). Les résultats de nos études confirment l’expression des récepteurs lors du développement embryonnaire, postnatal et adulte des CGRs ainsi qu’au cours de l’établissement de la voie rétinothalamique. In vitro, la modulation pharmacologique et génétique de l’activité de ces RCPGs réorganise la morphologie du cône de croissance des CGRs, celle des neurones corticaux et elle modifie la croissance axonale globale. De plus, les effets de la stimulation avec des ligands des ces trois RCPGs sur le guidage axonal varient d’aucun effet (GPR91 et GPR99) à la répulsion ou l’attraction (GPR55). La voie de signalisation MAPK-ERK1/2 joue un rôle essentiel dans la médiation des effets des ligands de ces récepteurs avec une implication de la voie de RhoA à hautes concentrations pour l’agoniste endogène de GPR55. In vivo, cette recherche démontre également l’implication de GPR55 dans les processus de sélection des cibles thalamiques et de raffinement au cours du développement du système nerveux visuel.

Growth, Characterization, and Properties of Hybrid Graphene-Carbon Nanotube Films and Related Carbon Nanostructures

Graphene, first isolated in 2004 and the subject of the 2010 Nobel Prize in physics, has generated a tremendous amount of research interest in recent years due to its incredible mechanical and electrical properties. However, difficulties in large-scale production and low as-prepared surface area have hindered commercial applications. In this dissertation, a new material is described incorporating the superior electrical properties of graphene edge planes into the high surface area framework of carbon nanotube forests using a scalable and reproducible technology.

The objectives of this research were to investigate the growth parameters and mechanisms of a graphene-carbon nanotube hybrid nanomaterial termed “graphenated carbon nanotubes” (g-CNTs), examine the applicability of g-CNT materials for applications in electrochemical capacitors (supercapacitors) and cold-cathode field emission sources, and determine materials characteristics responsible for the superior performance of g-CNTs in these applications. The growth kinetics of multi-walled carbon nanotubes (MWNTs), grown by plasma-enhanced chemical vapor deposition (PECVD), was studied in order to understand the fundamental mechanisms governing the PECVD reaction process. Activation energies and diffusivities were determined for key reaction steps and a growth model was developed in response to these findings. Differences in the reaction kinetics between CNTs grown on single-crystal silicon and polysilicon were studied to aid in the incorporation of CNTs into microelectromechanical systems (MEMS) devices. To understand processing-property relationships for g-CNT materials, a Design of Experiments (DOE) analysis was performed for the purpose of determining the importance of various input parameters on the growth of g-CNTs, finding that varying temperature alone allows the resultant material to transition from CNTs to g-CNTs and finally carbon nanosheets (CNSs): vertically oriented sheets of few-layered graphene. In addition, a phenomenological model was developed for g-CNTs. By studying variations of graphene-CNT hybrid nanomaterials by Raman spectroscopy, a linear trend was discovered between their mean crystallite size and electrochemical capacitance. Finally, a new method for the calculation of nanomaterial surface area, more accurate than the standard BET technique, was created based on atomic layer deposition (ALD) of titanium oxide (TiO2).

MOVPE growth and characterization of Al(Ga)N and InAlN/AlGaN quantum wells for UV LED applications

The study of III-nitride materials (InN, GaN and AlN) gained huge research momentum after breakthroughs in the production light emitting diodes (LEDs) and laser diodes (LDs) over the past two decades. Last year, the Nobel Prize in Physics was awarded jointly to Isamu Akasaki, Hiroshi Amano and Shuji Nakamura for inventing a new energy efficient and environmental friendly light source: blue light-emitting diode (LED) from III-nitride semiconductors in the early 1990s. Nowadays, III-nitride materials not only play an increasingly important role in the lighting technology, but also become prospective candidates in other areas, for example, the high frequency (RF) high electron mobility transistor (HEMT) and photovoltaics. These devices require the growth of high quality III-nitride films, which can be prepared using metal organic vapour phase epitaxy (MOVPE). The main aim of my thesis is to study and develop the growth of III-nitride films, including AlN, u-AlGaN, Si-doped AlGaN, and InAlN, serving as sample wafers for fabrication of ultraviolet (UV) LEDs, in order to replace the conventional bulky, expensive and environmentally harmful mercury lamp as new UV light sources. For application to UV LEDs, reducing the threading dislocation density (TDD) in AlN epilayers on sapphire substrates is a key parameter for achieving high-efficiency AlGaNbased UV emitters. In Chapter 4, after careful and systematic optimisation， a working set of conditions, the screw and edge type dislocation density in the AlN were reduced to around 2.2×108 cm-2 and 1.3×109 cm-2 , respectively, using an optimized three-step process, as estimated by TEM. An atomically smooth surface with an RMS roughness of around 0.3 nm achieved over 5×5 µm 2 AFM scale. Furthermore, the motion of the steps in a one dimension model has been proposed to describe surface morphology evolution, especially the step bunching feature found under non-optimal conditions. In Chapter 5, control of alloy composition and the maintenance of compositional uniformity across a growing epilayer surface were demonstrated for the development of u-AlGaN epilayers. Optimized conditions (i.e. a high growth temperature of 1245 °C) produced uniform and smooth film with a low RMS roughness of around 2 nm achieved in 20×20 µm 2 AFM scan. The dopant that is most commonly used to obtain n-type conductivity in AlxGa1-xN is Si. However, the incorporation of Si has been found to increase the strain relaxation and promote unintentional incorporation of other impurities (O and C) during Si-doped AlGaN growth. In Chapter 6, reducing edge-type TDs is observed to be an effective appoach to improve the electric and optical properties of Si-doped AlGaN epilayers. In addition, the maximum electron concentration of 1.3×1019 cm-3 and 6.4×1018 cm-3 were achieved in Si-doped Al0.48Ga0.52N and Al0.6Ga0.4N epilayers as measured using Hall effect. Finally, in Chapter 7, studies on the growth of InAlN/AlGaN multiple quantum well (MQW) structures were performed, and exposing InAlN QW to a higher temperature during the ramp to the growth temperature of AlGaN barrier (around 1100 °C) will suffer a significant indium (In) desorption. To overcome this issue, quasi-two-tempeature (Q2T) technique was applied to protect InAlN QW. After optimization, an intense UV emission from MQWs has been observed in the UV spectral range from 320 to 350 nm measured by room temperature photoluminescence.

Rôle des récepteurs aux protéines G (GPR55, GPR91 et GPR99) dans la croissance et le guidage axonal au cours du développement du système visuel.

Lors de l’attribution du prix Nobel de chimie aux docteurs Robert Leftkowitz et Brian Kobika pour leurs travaux essentiels sur les récepteurs couplés à des protéines G (RCPGs), Sven Lindin, membre du comité Nobel, a affirmé que « jusqu'à la moitié » des médicaments « reposent sur une action ciblant les RCPG ». En raison de leurs rôles importants, leurs mécanismes d'activation et l’action de leurs ligands, les RCPG demeurent les cibles potentielles de la majorité des recherches pour le développement de nouveaux médicaments et de leurs applications cliniques. Dans cette optique, nous avons concentré nos recherches à travers cette thèse pour élucider les rôles, les mécanismes d’action et les effets des ligands de trois RCPG : GPR55; GPR91 et GPR99 au cours du développement des axones des cellules ganglionnaires de la rétine (CGRs). Les résultats de nos études confirment l’expression des récepteurs lors du développement embryonnaire, postnatal et adulte des CGRs ainsi qu’au cours de l’établissement de la voie rétinothalamique. In vitro, la modulation pharmacologique et génétique de l’activité de ces RCPGs réorganise la morphologie du cône de croissance des CGRs, celle des neurones corticaux et elle modifie la croissance axonale globale. De plus, les effets de la stimulation avec des ligands des ces trois RCPGs sur le guidage axonal varient d’aucun effet (GPR91 et GPR99) à la répulsion ou l’attraction (GPR55). La voie de signalisation MAPK-ERK1/2 joue un rôle essentiel dans la médiation des effets des ligands de ces récepteurs avec une implication de la voie de RhoA à hautes concentrations pour l’agoniste endogène de GPR55. In vivo, cette recherche démontre également l’implication de GPR55 dans les processus de sélection des cibles thalamiques et de raffinement au cours du développement du système nerveux visuel.

El ritual en los "Textos de las Pirámides": sintaxis, texto y significado

Este trabajo pretende explorar la dimensión ritual en los Textos de las Pirámides, el corpus de literatura religiosa extensa más antiguo de la humanidad. La naturaleza variada de sus componentes textuales ha impedido que los egiptólogos comprendan en profundidad las complejidades de la colección y los contextos originales en los que estos textos (ritos) aparecieron. La aplicación de la teoría del ritual, principalmente la aproximación de la sintaxis ritual, ofrece a los investigadores un marco excelente de análisis e interpretación del corpus, su estructura y función. Sujeto a las reglas de la sintaxis ritual es posible exponer los múltiples niveles de significado en el corpus para la resurrección y salvación del difunto.

The Coal Jetty

Poem from my Forward-Prize shortlisted collection (Parallax): "The Coal Jetty"

Integrating a Career Coaching Approach Within a Preparing for Placement Module in Order to Enhance Student Employability

The UFHRD Programme and Qualification Activities Committee awards an annual prize for the best contribution to the UFHRD Teaching & Learning Resource bank. Our teaching and learning resource is an overview of the placement module, including career coaching, that was created to enhance student employability.

Responsabilidade social: visões e perspectivas de empresários do segmento industrial do Rio Grande do Norte

The theme Corporate Social Responsibility is relatively recent both in the academic field and in the business practice. Because of the lack of socialization of experiences and precision of concepts, there are gaps regarding the understanding of the subject and, also, how to conduct operations. This study just seeks to investigate such matter, focusing applications of social responsibility in business. It takes, as empirical field, winners of the PSQT - SESI Prize of Quality at Work in Rio Grande do Norte (2002-2007) in order to systematize the various approaches on the issue, aiming to reveal subjective visions and perspectives of the theme. It is characterized as a qualitative study, carried out by structured interview. The universe was composed by 15 companies. It was used analysis of content categorical as an axis for the interpretation of the information. Three approaches guided the analysis: Business Ethics, (normative); Business & Society (contractual); Social Issues Management (strategic). The findings are related in three ways: 1) reasons for the CSR practice; 2) the results obtained; 3) the means of CSR. It was found that the award participation occurs, mostly, linked to SESI invitations, so, as an articulated movement of industrial corporations in Brazil it occurs, also, because of the organizational commitment with the society and the possibility of internal and social growths and because of the importance attributed to the report as an instrument of consultancy. There are no indicators to check impacts of organizational interventions, in spite of the existence of planning for the actions. Social responsibility appears as a tool to reinforce the organizational image and to increase satisfaction of the employees. There is a tendency of large and medium firms to a contractual commitment while the small and the micros firms are on strategic or normative level. The analysis of the perspectives of social responsibility future revealed trends towards for strategic approach

Building Jobs in Iowa: New Deal Dams of the Wapsipinicon River Watershed in Northeast Iowa, February 4, 2015

The Wapsipinicon River, affectionately known as the “Wapsi,” flows nearly 300 miles through northeastern Iowa to the Mississippi. Strung throughout its drainage basin is a series of dams that are highly valued by their communities as places of recreation and scenic beauty. The Wapsipinicon has long had a reputation as a fishing stream, known for catfish, northern pike, carp, sunfish, walleye, and smallmouth bass. It is not uncommon to find anglers of all ages gathered at one of the Wapsipinicon’s dams to enjoy a day of fishing and possibly take home a prize catch. As time passes, however, a dam may outlive its original function, impede fish passage, and pose a safety hazard. But the idea of demolishing an outdated dam often rallies the community in an attempt to preserve the landmark.

Interview with Dana L. Roth

An interview in four sessions, January and February 2014, with longtime Caltech chemistry librarian Dana L. Roth. Roth received his undergraduate education at Pasadena City College and UCLA (BS in chemistry, 1962). In 1965, he received master’s degrees in chemistry from Caltech and in library science from UCLA; that summer, he became Caltech’s chemistry librarian. After consolidation of Caltech’s division libraries in Millikan Library in 1967, he undertook various administrative responsibilities at Millikan over the years, along with his continuing duties as chemistry librarian. Active in the chemistry division of the Special Libraries Association. In 2008, inducted into the SLA Hall of Fame. That year he also received the Thomas W. Schmitt Staff Prize, presented to a Caltech staff member whose contributions “embody the values and spirit that enable the institute to achieve excellence in research and education.” Retired April 2013. In this interview he discusses his initial education as a chemist, including his graduate education at Caltech, and his switch to library science. He traces the development of library science in general and at Caltech—from the card-catalog days to the growth of the electronic Caltech Library system and the present state of online access and databases.

Frazeologizmy w polskich przekładach współczesnej prozy francuskiej (na wybranych przykładach)

Wydział Filologii Polskiej i Klasycznej: Instytut Filologii Polskiej

MOLECULAR MASS MANIPULATION ENABLED BY GRAPHENE BASED NANOSTRUCTURES

The surge of interest in graphene, as epitomized by the Nobel Prize in Physics in 2010, is attributed to its extraordinary properties. Graphene is ultrathin, mechanically tough, and has amendable surface chemistry. These features make graphene and graphene based nanostructure an ideal candidate for the use of molecular mass manipulation. The controllable and programmable molecular mass manipulation is crucial in enabling future graphene based applications, however is challenging to achieve. This dissertation studies several aspects in molecular mass manipulation including mass transportation, patterning and storage. For molecular mass transportation, two methods based on carbon nanoscroll are demonstrated to be effective. They are torsional buckling instability assisted transportation and surface energy induced radial shrinkage. To achieve a more controllable transportation, a fundamental law of direction transport of molecular mass by straining basal graphene is studied. For molecular mass patterning, we reveal a barrier effect of line defects in graphene, which can enable molecular confining and patterning in a domain of desirable geometry. Such a strategy makes controllable patterning feasible for various types of molecules. For molecular mass storage, we propose a novel partially hydrogenated bilayer graphene structure which has large capacity for mass uptake. Also the mass release can be achieved by simply stretching the structure. Therefore the mass uptake and release is reversible. This kind of structure is crucial in enabling hydrogen fuel based technology. Lastly, spontaneous nanofluidic channel formation enabled by patterned hydrogenation is studied. This novel strategy enables programmable channel formation with pre-defined complex geometry.

Toimittajayhteistyö rakennusalalla: Yhteistyön kehittäminen ja haasteet nykypäivän rakennusyhtiössä

Tämän kandidaatin tutkielman tarkoituksena on perehtyä suomalaisen rakennusyhtiön toimittajayhteistyön nykytilaan, yhteistyön tiivistämiseen liittyviin mahdollisuuksiin ja haasteisiin sekä toimittajakannan segmentointiin. Työ pyrkii antamaan kokonaiskuvan yrityksen yhteistyösuhteiden tilasta sekä muodostamaan näkemyksiä mahdollisista ongelmakohdista. Näin ollen pyritään tarjoamaan yritykselle myös mahdollisuus tarttua toimittajasuhteisiin liittyviin asioihin, jotka eivät ole vielä yrityksen haluamalla tasolla. Tutkimuksen tulokset perustuvat aikaisemmista tutkimuksista muodostuvaan teoriaosuuteen sekä haastatteluiden avulla kerättyyn empiriaosioon. Haastattelut on suoritettu puolistrukturoituina ja materiaali on analysoitu teemoittelua hyödyntäen. Tutkimus osoitti, että kehittämällä toimittajasuhteita oikeanlaisten toimittajien kanssa, on yrityksen mahdollista saavuttaa paljon kaivattua kilpailuetua. Hyötyjen tavoitteleminen ei kuitenkaan ole ongelmatonta projektiluontoisella rakennusalalla, jossa toimittajasuhteista on haastavaakehittää jatkuvia suhteita vaihtuvien projektien vuoksi. Kohdeyrityksessä pyritään jo nyt hyödyntämään toimittajayhteistyöstä kumpuavia etuja, mutta paljon on vielä tekemättä. Nykyään hinta vaikuttaa vielä liikaa toimittajavalintaan, yhteistyön kehittämiselle ei ole olemassa tunnettua järjestelmää ja yhteistyösuhteiden merkitystä tulisi läpi organisaation painottaa vahvemmin. Yrityksen henkilöstö tiedostaa haasteet, joita yhteistyösuhteiden kehittämiseen liittyy, mutta yleinen mielipide on kuitenkin se, että toimittajasuhteiden kehittäminen on kannattavaa haasteellisuudesta huolimatta. Tulevaisuudessa yrityksen kannattaa yhä vahvemmin lähteä tavoittelemaan yhteistyösuhteita kehittämällä saavutettavissa olevia kilpailullisia etuja, koska osaamista ja resursseja siihen löytyy. Ennen kehittämisprosessia johdon kannattaa kuitenkin kiinnittää huomiota tutkimuksessa ilmenneisiin eriäviin mielipiteisiin muun muassa henkilösuhteiden vaikutuksesta ja organisaatiotason ymmärryksestä, jotta toimittajayhteistyön hyödyt saadaan realisoitumaan halutulla tavalla.

Responsabilidade social: visões e perspectivas de empresários do segmento industrial do Rio Grande do Norte

The theme Corporate Social Responsibility is relatively recent both in the academic field and in the business practice. Because of the lack of socialization of experiences and precision of concepts, there are gaps regarding the understanding of the subject and, also, how to conduct operations. This study just seeks to investigate such matter, focusing applications of social responsibility in business. It takes, as empirical field, winners of the PSQT - SESI Prize of Quality at Work in Rio Grande do Norte (2002-2007) in order to systematize the various approaches on the issue, aiming to reveal subjective visions and perspectives of the theme. It is characterized as a qualitative study, carried out by structured interview. The universe was composed by 15 companies. It was used analysis of content categorical as an axis for the interpretation of the information. Three approaches guided the analysis: Business Ethics, (normative); Business & Society (contractual); Social Issues Management (strategic). The findings are related in three ways: 1) reasons for the CSR practice; 2) the results obtained; 3) the means of CSR. It was found that the award participation occurs, mostly, linked to SESI invitations, so, as an articulated movement of industrial corporations in Brazil it occurs, also, because of the organizational commitment with the society and the possibility of internal and social growths and because of the importance attributed to the report as an instrument of consultancy. There are no indicators to check impacts of organizational interventions, in spite of the existence of planning for the actions. Social responsibility appears as a tool to reinforce the organizational image and to increase satisfaction of the employees. There is a tendency of large and medium firms to a contractual commitment while the small and the micros firms are on strategic or normative level. The analysis of the perspectives of social responsibility future revealed trends towards for strategic approach