For health's sake: Cervical and breast cancer screening

African-Americans make up twelve percent of the United States population, yet they experience morbidity and mortality at a rate that, in some cases, is disproportionate to their numbers. There are numerous health areas, including cancer, in which disparities exist. There are also numerous reasons which have been suggested to explain the high rates of cancer morbidity and mortality experienced by African-Americans. Among the reasons given to explain these differences are lack of knowledge and lack of access to medical care (1). This study sought to increase the knowledge, attitudes, and behavioral intentions of African-American women attending a Baptist church in Houston with regard to cervical cancer, breast cancer, Pap smear, and mammography. It was hypothesized that a church-based cancer education program would produce the desired change in knowledge, attitudes, and behavioral intentions.^ The quasi-experimental design of the study was untreated control group with pretest and posttest and untreated control group with posttest only. Female members of Mount Ararat Baptist Church took part in an eight-week, cancer education program based on social cognitive theory. Baseline data were collected before the start of the program at Mount Ararat and at Solid Rock Baptist Church, control group one. At the end of the program, the follow-up survey was administered at the program church, control church one, and in a third church, Damascus Missionary Baptist Church, which served as the posttest only group. The data were analyzed by Fisher's exact and paired t-test to determine if the program supported the project's hypotheses.^ Results of data analyses supported the major study hypotheses, the exception being behavioral intention to have Pap smear performed. Although the program appeared to have generally influenced changes in the desired direction, the results are limited due to the quasi-experimental design and small sample size. Longer term studies with larger sample sizes are needed to more fully develop and evaluate programs which impact the health of African-Americans. ^

Improving Cervical Cancer Nodal Boost Radiation Therapy by Quantifying Uncertainties and Exploring Advanced Radiation Therapy Modalities

Radiation therapy for patients with intact cervical cancer is frequently delivered using primary external beam radiation therapy (EBRT) followed by two fractions of intracavitary brachytherapy (ICBT). Although the tumor is the primary radiation target, controlling microscopic disease in the lymph nodes is just as critical to patient treatment outcome. In patients where gross lymphadenopathy is discovered, an extra EBRT boost course is delivered between the two ICBT fractions. Since the nodal boost is an addendum to primary EBRT and ICBT, the prescription and delivery must be performed considering previously delivered dose. This project aims to address the major issues of this complex process for the purpose of improving treatment accuracy while increasing dose sparing to the surrounding normal tissues. Because external beam boosts to involved lymph nodes are given prior to the completion of ICBT, assumptions must be made about dose to positive lymph nodes from future implants. The first aim of this project was to quantify differences in nodal dose contribution between independent ICBT fractions. We retrospectively evaluated differences in the ICBT dose contribution to positive pelvic nodes for ten patients who had previously received external beam nodal boost. Our results indicate that the mean dose to the pelvic nodes differed by up to 1.9 Gy between independent ICBT fractions. The second aim is to develop and validate a volumetric method for summing dose of the normal tissues during prescription of nodal boost. The traditional method of dose summation uses the maximum point dose from each modality, which often only represents the worst case scenario. However, the worst case is often an exaggeration when highly conformal therapy methods such as intensity modulated radiation therapy (IMRT) are used. We used deformable image registration algorithms to volumetrically sum dose for the bladder and rectum and created a voxel-by-voxel validation method. The mean error in deformable image registration results of all voxels within the bladder and rectum were 5 and 6 mm, respectively. Finally, the third aim explored the potential use of proton therapy to reduce normal tissue dose. A major physical advantage of protons over photons is that protons stop after delivering dose in the tumor. Although theoretically superior to photons, proton beams are more sensitive to uncertainties caused by interfractional anatomical variations, and must be accounted for during treatment planning to ensure complete target coverage. We have demonstrated a systematic approach to determine population-based anatomical margin requirements for proton therapy. The observed optimal treatment angles for common iliac nodes were 90° (left lateral) and 180° (posterior-anterior [PA]) with additional 0.8 cm and 0.9 cm margins, respectively. For external iliac nodes, lateral and PA beams required additional 0.4 cm and 0.9 cm margins, respectively. Through this project, we have provided radiation oncologists with additional information about potential differences in nodal dose between independent ICBT insertions and volumetric total dose distribution in the bladder and rectum. We have also determined the margins needed for safe delivery of proton therapy when delivering nodal boosts to patients with cervical cancer.

Classification of cellular malignancy associated changes in cervical cancer

Cervical cancer is the leading cause of death and disease from malignant neoplasms among women in developing countries. Even though the Pap smear has significantly decreased the number of deaths from cervical cancer in the past years, it has its limitations. Researchers have developed an automated screening machine which can potentially detect abnormal cases that are overlooked by conventional screening. The goal of quantitative cytology is to classify the patient's tissue sample based on quantitative measurements of the individual cells. It is also much cheaper and potentially can take less time. One of the major challenges of collecting cells with a cytobrush is the possibility of not sampling any existing dysplastic cells on the cervix. Being able to correctly classify patients who have disease without the presence of dysplastic cells could improve the accuracy of quantitative cytology algorithms. Subtle morphologic changes in normal-appearing tissues adjacent to or distant from malignant tumors have been shown to exist, but a comparison of various statistical methods, including many recent advances in the statistical learning field, has not previously been done. The objective of this thesis is to use different classification methods applied to quantitative cytology data for the detection of malignancy associated changes (MACs). In this thesis, Elastic Net is the best algorithm. When we applied the Elastic Net algorithm to the test set, we combined the training set and validation set as "training" set and used 5-fold cross validation to choose the parameter for Elastic Net. It has a sensitivity of 47% at 80% specificity, an AUC 0.52, and a partial AUC 0.10 (95% CI 0.09-0.11).^

Lo masivo ante lo diferente : Rituales de interacción y energía emocional en el segmento radial "Da para darse"

Desde el estudio clásico de Bajtin se considera que el sexo es un tópico fuerte de las culturas populares. Este trabajo presenta avances de una investigación en curso sobre el segmento radial "Da para darse" del programa Perros de la calle en FM Metro de Buenos Aires. En él, una persona llama a la radio porque quiere tener sexo ("darse") con otra persona, la cual es llamada en vivo sin saber que está saliendo al aire, y tras conversar con el oyente puede acceder o no. Los datos fueron grabados digitalmente de 17 programas (alrededor de 60 "casos") entre junio y diciembre de 2009, totalizando más de 9 horas de audio, desgrabados y codificados íntegramente. Siguiendo la "teoría de los rituales de interacción" de Randall Collins, esta ponencia se centra en dos categorías emergentes del análisis: las respuestas de lo masivo, encarnado en los conductores, primero, ante "casos" homosexuales o bisexuales; y segundo, ante participantes-"otros" en términos de clase (un joven de clases populares) y procedencia (un cordobés muy excéntrico). La teoría de los rituales de interacción, aunque parecería orientarse a encuentros cara-a-cara, prueba ser útil para analizar este tipo de usos sociales de los medios masivos de comunicación

Lo masivo ante lo diferente : Rituales de interacción y energía emocional en el segmento radial "Da para darse"

Desde el estudio clásico de Bajtin se considera que el sexo es un tópico fuerte de las culturas populares. Este trabajo presenta avances de una investigación en curso sobre el segmento radial "Da para darse" del programa Perros de la calle en FM Metro de Buenos Aires. En él, una persona llama a la radio porque quiere tener sexo ("darse") con otra persona, la cual es llamada en vivo sin saber que está saliendo al aire, y tras conversar con el oyente puede acceder o no. Los datos fueron grabados digitalmente de 17 programas (alrededor de 60 "casos") entre junio y diciembre de 2009, totalizando más de 9 horas de audio, desgrabados y codificados íntegramente. Siguiendo la "teoría de los rituales de interacción" de Randall Collins, esta ponencia se centra en dos categorías emergentes del análisis: las respuestas de lo masivo, encarnado en los conductores, primero, ante "casos" homosexuales o bisexuales; y segundo, ante participantes-"otros" en términos de clase (un joven de clases populares) y procedencia (un cordobés muy excéntrico). La teoría de los rituales de interacción, aunque parecería orientarse a encuentros cara-a-cara, prueba ser útil para analizar este tipo de usos sociales de los medios masivos de comunicación

Análisis biomecánico del segmento de la carrera a pie de la competición en triatlón

El principal objetivo de la presente investigación fue el conocer el perfil de rendimiento técnico de los triatletas, desde un punto de vista biomecánica, en el segmento carrera a pie durante la competición en triatlón. Asimismo, como el genero y el nivel deportivo del triatleta podrían influir en su respuesta motriz durante la competicion. Para ello, se necesitaba desarrollar y validar una técnica experimental que fuera lo suficientemente precisa (validez interna), con una alta fiabilidad y con una gran validez externa (ecologica) debido al entorno de la competicion. La muestra la formaron un total de 64 deportistas: 32 triatletas participantes en la Copa del Mundo de Triatlon de Madrid-2008 (16 hombres y 16 mujeres) y 32 triatletas participantes en el Clasificatorio del Campeonato de Espana Elite (16 hombres y 16 mujeres). El análisis de la técnica de carrera de los deportistas se realizo mediante un sistema fotogramétrico en 2d que permitió calcular las coordenadas (x,y) de los centros articulares con un error de 1.66% en el eje x y de un 2.10% en el eje y. Las imágenes fueron obtenidas por una cámara que filmaba el movimiento en un plano antero-posterior del triatleta. Algoritmos basados en la DLT (Abdel-Aziz & Karara, 1971) permitieron conocer las coordenadas reales a partir de las coordenadas digitalizadas en el plano y posteriormente las distintas variables analizadas. El análisis biomecánica de la carrera se realizo en 4 ocasiones diferentes durante la competición, correspondiendo con cada una de las vueltas de 2,5 km, que el triatleta tenía que realizar. La velocidad de carrera resulto estar íntimamente ligada al nivel deportivo del triatleta. Del mismo modo, 3 de los 4 grupos analizados presentaron valores inferiores a 3 minutos 30 segundos por kilometro recorrido, poniendo de manifiesto el altísimo nivel de los sujetos analizados. Del mismo modo parece que las chicos consiguen una mayor velocidad gracias a una mayor longitud de ciclo en relación a las chicas, ya que estas muestran valores mayores en cuanto a frecuencia de zancada. La frecuencia de zancada presento los valores más altos en la primera vuelta en todos los deportistas analizados. Asimismo, los triatletas de nivel internacional y las chicas fueron los que mostraron los mayores valores. La longitud de zancada presento distintas tendencias en función del nivel y el género del deportista. Así pues, en los deportistas internacionales y en los chicos los mayores valores se encontraron en la primera vuelta mientras que la tendencia fue al descenso, siendo probablemente la fatiga acumulada la causante de dicha tendencia. En cambio, aquellos deportistas de nivel nacional y las chicas mostraron valores mayores en la segunda vuelta que en la primera, evidenciando que además de la fatiga, el ciclismo previo tiene una incidencia directa sobre su rendimiento. Los tiempos de vuelo permanecieron constantes durante toda la carrera, encontrando cierta evolución en los tiempos de apoyo, la cual provoca una modificación en los porcentajes relativos en los tiempos de vuelo. Los tiempos de apoyo más bajos se encontraron en la primera vuelta. Del mismo modo, los deportistas de nivel internacional y los chicos mostraron valores inferiores. También, estos grupos fueron más constantes en sus valores a lo largo de las vueltas. Por el contrario, se encontraron tendencias al aumento en los triatletas de nivel nacional y en las chicas, los cuales no fueron capaces de mantener el mismo rendimiento debido seguramente a su menor nivel deportivo. La oscilación vertical de la cadera se mostro constante en los triatletas de mayor nivel, encontrándose tendencias al aumento en los de menor nivel. Del mismo modo, los valores más altos correspondieron a las chicas y a los deportistas de nivel nacional. La distancia de la cadera al apoyo permaneció constante a lo largo de las vueltas en todos los grupos, obteniéndose valores mayores en los triatletas de nivel internacional y en los chicos. El ángulo de la rodilla apoyada en el momento del despegue no mostro una tendencia clara. Los deportistas de nivel internacional y los chicos presentaron los valores más bajos. El ángulo de la rodilla libre en el momento del despegue mostro una correlación muy alta con la velocidad de carrera. Del mismo modo, los ángulos más pequeños se encontraron en los triatletas internacionales y en los chicos, debido seguramente a los mayores valores de velocidad registrados por ambos grupos. Los ángulos de los tobillos no mostraron ninguna tendencia clara durante la competición analizada. Los cuatro grupos de población presentaron valores similares, por lo que parece que no representan una variable que pueda incidir sobre el rendimiento biomecánica del triatleta. Los resultados obtenidos en el presente estudio de investigación avalan la utilización de la fotogrametría-video en 2d para el análisis de la técnica de carrera durante la competición en triatlón. Su aplicación en una competición de máximo nivel internacional ha posibilitado conocer el perfil técnico que presentan los triatletas a lo largo del segmento de carrera a pie. Del mismo modo, se ha podido demostrar como los estudios realizados en laboratorio no reflejan la realidad competitiva de un triatlón de máximo nivel. The aim of this research was to determine the running technique profile during a triathlon competition from a biomechanical perspective. Also, to analyze the triathlete gender’s and level of performance’s influence on this profile in competition. An accurate (internal validity) and reliable methodology with a high external validity (ecological) had to be developed to get those aims in competition. Sixty-four triathletes were analyzed. 32 (16 males, 16 females) took part in the Madrid 2008 Triathlon World Cup and 32 (16 males and 16 females) took part in the Spanish Triathlon National Championships. The biomechanical analyses were carried out by a photogrammetric system that allow to calculate the landmarks coordinates (x,y) with a 1.66% error in x axis, and a 2.10% error in y axis. The frames were obtained with a camera situated perpendicular to the triathletes’ trajectory, filming the saggittal plane. DLT based algorithms (Abdel-Aziz & Karara, 1971) were used to calculate the real coordinates from the digitalized ones and the final variables afterwards. The biomechanical analisys itself was performed in four different moments during the competition, according to each 2.5 km lap the triathletes had to do. Running speed was highly related to performance level. Also, 3 of the 4 analyzed groups showed speed values under the 3 minutes and 30 seconds per kilometer. It demonstrated the very high performance level of the analized triathletes. Furthermore, it seems that men get higher speeds because their longer stride length, while women shows higher stride frequency values. The highest stride frequency values were found in the first lap. Women and the international level triathletes showed the highest values. Stride length showed different tendencies according to the gender and level of performance. Men and international level triathletes showed the highest level in the first lap and a decreasing tendency after that. The accumulated fatigue was probably the reason of this tendency. On the other hand, higher values than in first lap were found in the second one in women and national level triathletes. It demonstrated the previous cycling can affect to those groups in terms of biomechanics. Flight times remained constant during the running part, while the contact times showed an increasing tendency that caused a variation in flight times percents. The lowest contact times were found in the first lap and in men and international triathletes’ values. Also, these two groups were more consistent during the whole running. On the other hand, increasing tendencies were found in women and national level triathletes, who were not able to maintain the same values probably due to their lower level of performance. Higher level triathletes showed more consistent hip vertical oscillation values than lower level triathletes, who presented increasing tendencies. The highest values were found in women and national level triathletes. The horizontal distance hip-toe cap remained constant among the laps in all the groups. Men and international level triathletes showed the highest values. The support knee angle at toe-off did not show a clear tendency. The lowest values were found in men and international level triathletes. A high correlation was found between the non-support knee angle and the running speed. Furthermore, men and international level triathletes showed the smallest values, due to the higher velocities reached by these two groups. Ankles angles did not show any tendency during the running part. Similar values were found in the four analyzed groups, so this variable does not seem to represent an important one within the triathlete’s performance. The results obtained in the present research support the use of the bidimensional photogrammetric video-system to analyze the running technique during a triathlon competition. Its application in international triathlon meetings has allowed determining the triathletes’ technique profile during the running part. Also, it has been demonstrated the laboratory-based studies does not reproduce a top-level competition.

Definición e implementación de métricas objetivas para la evaluación funcional del miembro superior: aplicación a población con lesión medular cervical

En personas que padecen una Lesión Medular cervical, la función de los miembros superiores se ve afectada en mayor o menor medida, dependiendo fundamentalmente del nivel de la lesión y de la severidad de la misma. El déficit en la función del miembro superior hace que la autonomía e independencia de las personas se vea reducida en la ejecución de Actividades de la Vida Diaria. En el entorno clínico, la valoración de la función del miembro superior se realiza principalmente con escalas clínicas. Algunas de ellas valoran el nivel de dependencia o independencia en la ejecución de Actividades de la Vida Diaria, como, por ejemplo, el índice de Barthel y la escala FIM (Medida de la Independencia Funcional). Otras escalas, como Jebsen-Taylor Hand Function, miden la función del miembro superior valorando la destreza y la habilidad en la ejecución de determinadas tareas funcionales. Estas escalas son generales, es decir, se pueden aplicar a distintas poblaciones de sujetos y a la presencia de distintas patologías. Sin embargo, existen otras escalas desarrolladas específicamente para valorar una patología concreta, con el objetivo de hacer las evaluaciones funcionales más sensibles a cambios. Un ejemplo es la escala Spinal Cord Independence Measure (SCIM), desarrollada para valorar Lesión Medular. Las escalas clínicas son instrumentos de medida estandarizados, válidos para su uso en el entorno clínico porque se han validado en muestras grandes de pacientes. No obstante, suelen poseer una elevada componente de subjetividad que depende principalmente de la persona que puntúa el test. Otro aspecto a tener en cuenta, es que la sensibilidad de las escalas es alta, fundamentalmente, a cambios groseros en el estado de salud o en la función del miembro superior, de forma que cambios sutiles en el sujeto pueden no ser detectados. Además, en ocasiones, poseen saturaciones en el sistema de puntuación, de forma que mejorías que se puedan producir por encima de un determinado umbral no son detectadas. En definitiva, estas limitaciones hacen que las escalas clínicas no sean suficientes, por sí mismas, para evaluar estrategias motoras del miembro superior durante la ejecución de movimientos funcionales, siendo necesaria la búsqueda de instrumentos de medida que aporten objetividad, complementen las valoraciones y, al mismo tiempo, intenten solventar las limitaciones que poseen las escalas. Los estudios biomecánicos son ejemplos de métodos objetivos, en los que diversas tecnologías se pueden utilizar para recoger información de los sujetos. Una concreción de estos estudios son los estudios cinemáticos. Mediante tecnología optoelectrónica, inercial o electromagnética, estos estudios proporcionan información objetiva acerca del movimiento realizado por los sujetos, durante la ejecución de tareas concretas. Estos sistemas de medida proporcionan grandes cantidades de datos que carecen de una interpretación inmediata. Estos datos necesariamente deben ser tratados y reducidos a un conjunto de variables que, a priori, posean una interpretación más sencilla para ser utilizados en la práctica clínica. Estas han sido las principales motivaciones de esta investigación. El objetivo principal fue proponer un conjunto de índices cinemáticos que, de forma objetiva, valoren la función del miembro superior; y validar los índices propuestos en poblaciones con Lesión Medular, para su uso como instrumentos de valoración en el entorno clínico. Esta tesis se enmarca dentro de un proyecto de investigación: HYPER (Hybrid Neuroprosthetic and Neurorobotic Devices for Functional Compensation and Rehabilitation of Motor Disorders, referencia CSD2009-00067 CONSOLIDER INGENIO 2010). Dentro de este proyecto se lleva a cabo investigación en el desarrollo de modelos, para determinar los requisitos biomecánicos y los patrones de movimiento de los miembros superiores en sujetos sanos y personas con lesión medular. Además, se realiza investigación en la propuesta de nuevos instrumentos de evaluación funcional en el campo de la rehabilitación de los miembros superiores. ABSTRACT In people who have suffered a cervical Spinal Cord Injury, upper limbs function is affected to a greater or lesser extent, depending primarily on the level of the injury and the severity of it. The deficit in the upper limb function reduces the autonomy and independence of persons in the execution of Activities of Daily Living. In the clinical setting, assessment of upper limb function is mainly performed based on clinical scales. Some value the level of dependence or independence in performing activities of daily living, such as the Barthel Index and the FIM scale (Functional Independence Measure). Other scales, such as the Jebsen-Taylor Hand Function, measure upper limb function in terms of the skill and ability to perform specific functional tasks. These scales are general, so can be applied to different populations of subjects and the presence of different pathologies. However, there are other scales developed for a specific injury, in order to make the functional assessments more sensitive to changes. An example is the Spinal Cord Independence Measure (SCIM), developed for people with Spinal Cord Injury. The clinical scales are standardized instruments measure, valid for use in the clinical setting because they have been validated in large patient samples. However, they usually have a high level of subjectivity which mainly depends on the person who scores the test. Another aspect to take into account is the high sensitivity of the scales mainly to gross changes in the health status or upper limb function, so that subtle changes in the subject may not be detected. Moreover, sometimes, have saturations in the scoring system, so that improvements which may occur above a certain threshold are not detected. For these reasons, clinical scales are not enough, by themselves, to assess motor strategies used during movements. So, it’s necessary to find measure instruments that provide objectivity, supplement the assessments and, at the same time, solving the limitations that scales have. Biomechanical studies are examples of objective methods, in which several technologies can be used to collect information from the subjects. One kind of these studies is the kinematic movement analysis. By means of optoelectronics, inertial and electromagnetic technology, these studies provide objective information about the movement performed by the subjects during the execution of specific tasks. These systems provide large quantities of data without easy and intuitive interpretation. These data must necessarily be treated and reduced to a set of variables that, a priori, having a simpler interpretation for their use in the clinical practice. These were the main motivations of this research. The main objective was to propose a set of kinematic indices, or metrics that, objectively, assess the upper limb function and validate the proposed rates in populations with Spinal Cord Injury, for use as assessment tools in the clinical setting. This dissertation is framed within a research project: HYPER (Neurorobotic Devices for Functional Compensation and Rehabilitation of Motor Disorders, grant CSD2009- 00067 CONSOLIDER INGENIO 2010). Within this research project, research is conducted in relation to the biomechanical models development for determining the biomechanical requirements and movement patterns of the upper limb in healthy and people with Spinal Cord Injury. Moreover, research is conducted with respect to the proposed of new functional assessment instruments in the field of upper limb rehabilitation.

A COMUNICAÇÃO PUBLICITÁRIA NAS INSTITUIÇÕES FINANCEIRAS PARA O SEGMENTO DE ALTA RENDA

Esta pesquisa investiga como quatro dos maiores bancos que atuam no Brasil - Bradesco, Itaú, Citibank e BankBoston - utilizam a comunicação para seduzir o público de alta renda. O objetivo é definir quais são os apelos e os valores utilizados nos comerciais de televisão e entender por que os filmes são muitos similares nos argumentos de persuasão. A importância desta pesquisa se define em conseqüência da forte presença dos bancos no meio TV e pelo fato de os principais bancos no Brasil terem lançado num curto espaço de tempo submarcas, um recurso muito utilizado pela indústria com as extensões de marcas, para atender a um mercado de alta renda estimado em 2 milhões de pessoas. Este é um tema novo e ainda pouco explorado na academia. Os métodos utilizados foram a análise de conteúdo, que verificou os argumentos dos comerciais de TV e a pesquisa bibliográfica, que deu o lastro necessário para a definição do problema e embasou a estruturação do estudo Os principais resultados da pesquisa apresentaram a conversão de duas tendências; a primeira vem dos novos valores que sopram da sociedade, destacadamente das pessoas de alta renda no Brasil. Elas têm apresentado novas formas de consumo, que estão muito mais ligadas às emoções. A ostentação e o consumo de produtos sofisticados como sinônimo de status e poder continuam e possivelmente deverão continuar a existir, mas nota-se agora que ao menos parte da elite brasileira busca se diferenciar por valores subjetivos. Estão de volta os valores básicos da sociedade como relacionamento familiar, valorização das coisas simples e melhor aproveitamento do tempo. Por outro lado, a segunda tendência é mercadológica. Com a comoditização dos produtos e serviços, as empresas buscam se diferenciar pela marca e, para fazer a conexão desta com os consumidores, são utilizados argumentos emocionais. Até porque, para se manipular os consumidores, o modo mais eficaz é através da emoção. Pode-se dizer também que, para furar o bloqueio mental que os consumidores erguem em virtude do bombardeio de mensagens que recebem diariamente, o caminho é o de entreter, emocionar. Aliado a tudo isto, os bancos rezam de imagem negativa na sociedade e vêm trabalhando para minimizar esta percepção: querem por intermédio de suas mensagens publicitárias se tornar mais simpáticos, humanos. Quando reunidos esses movimentos - o da sociedade valorizando mais o ser do que o ter e os bancos querendo se humanizar e utilizando abordagens emocionais em sua comunicação - é fácil entender a similaridade de argumentos. Mas será que a falta de diferenciação não continuará trazendo a comoditização dos produtos e serviços para a comoditização da comunicação e fazendo com que ela deixe de cumprir um dos seus papéis fundamentais que é o de fazer um anunciante se diferenciar da concorrência?

A COMUNICAÇÃO PUBLICITÁRIA NAS INSTITUIÇÕES FINANCEIRAS PARA O SEGMENTO DE ALTA RENDA

Esta pesquisa investiga como quatro dos maiores bancos que atuam no Brasil - Bradesco, Itaú, Citibank e BankBoston - utilizam a comunicação para seduzir o público de alta renda. O objetivo é definir quais são os apelos e os valores utilizados nos comerciais de televisão e entender por que os filmes são muitos similares nos argumentos de persuasão. A importância desta pesquisa se define em conseqüência da forte presença dos bancos no meio TV e pelo fato de os principais bancos no Brasil terem lançado num curto espaço de tempo submarcas, um recurso muito utilizado pela indústria com as extensões de marcas, para atender a um mercado de alta renda estimado em 2 milhões de pessoas. Este é um tema novo e ainda pouco explorado na academia. Os métodos utilizados foram a análise de conteúdo, que verificou os argumentos dos comerciais de TV e a pesquisa bibliográfica, que deu o lastro necessário para a definição do problema e embasou a estruturação do estudo Os principais resultados da pesquisa apresentaram a conversão de duas tendências; a primeira vem dos novos valores que sopram da sociedade, destacadamente das pessoas de alta renda no Brasil. Elas têm apresentado novas formas de consumo, que estão muito mais ligadas às emoções. A ostentação e o consumo de produtos sofisticados como sinônimo de status e poder continuam e possivelmente deverão continuar a existir, mas nota-se agora que ao menos parte da elite brasileira busca se diferenciar por valores subjetivos. Estão de volta os valores básicos da sociedade como relacionamento familiar, valorização das coisas simples e melhor aproveitamento do tempo. Por outro lado, a segunda tendência é mercadológica. Com a comoditização dos produtos e serviços, as empresas buscam se diferenciar pela marca e, para fazer a conexão desta com os consumidores, são utilizados argumentos emocionais. Até porque, para se manipular os consumidores, o modo mais eficaz é através da emoção. Pode-se dizer também que, para furar o bloqueio mental que os consumidores erguem em virtude do bombardeio de mensagens que recebem diariamente, o caminho é o de entreter, emocionar. Aliado a tudo isto, os bancos rezam de imagem negativa na sociedade e vêm trabalhando para minimizar esta percepção: querem por intermédio de suas mensagens publicitárias se tornar mais simpáticos, humanos. Quando reunidos esses movimentos - o da sociedade valorizando mais o ser do que o ter e os bancos querendo se humanizar e utilizando abordagens emocionais em sua comunicação - é fácil entender a similaridade de argumentos. Mas será que a falta de diferenciação não continuará trazendo a comoditização dos produtos e serviços para a comoditização da comunicação e fazendo com que ela deixe de cumprir um dos seus papéis fundamentais que é o de fazer um anunciante se diferenciar da concorrência?

AS INFLUÊNCIAS DO APRISIONAMENTO CONTRATUAL E SUBSÍDIO DE APARELHOS CELULARES À CORROBORAÇÃO DE FENÔMENOS DECISÓRIOS NO SEGMENTO DE TELEFONIA MÓVEL

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AS INFLUÊNCIAS DO APRISIONAMENTO CONTRATUAL E SUBSÍDIO DE APARELHOS CELULARES À CORROBORAÇÃO DE FENÔMENOS DECISÓRIOS NO SEGMENTO DE TELEFONIA MÓVEL

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Retardation of skeletal development and cervical abnormalities in transgenic mice expressing a dominant-negative retinoic acid receptor in chondrogenic cells

Skeletal formation is a fundamental element of body patterning and is strictly regulated both temporally and spatially by a variety of molecules. Among these, retinoic acid (RA) has been shown to be involved in normal skeletal development. However, its pleiotropic effects have caused difficulty in identifying its crucial target cells and molecular mechanisms for each effect. Development of cartilage primordia is an important process in defining the skeletal structures. To address the role of RA in skeletal formation, we have generated mice expressing a dominant-negative retinoic acid receptor (RAR) in chondrogenic cells by using the type II collagen α1 promoter, and we have analyzed their phenotypes. These mice exhibited small cartilage primordia during development and retarded skeletal formation in both embryonic and postnatal periods. They also showed selective degeneration in their cervical vertebrae combined with homeotic transformations, but not in their extremities. The cervical phenotypes are reminiscent of phenotypes involving homeobox genes. We found that the expression of Hoxa-4 was indeed reduced in the cartilage primordia of cervical vertebrae of embryonic day 12.5 embryos. These observations demonstrate that endogenous RA acts directly on chondrogenic cells to promote skeletal growth in both embryonic and growing periods, and it regulates the proper formation of cervical vertebrae. Furthermore, RA apparently specifies the identities of the cervical vertebrae through the regulation of homeobox genes in the chondrogenic cells. Great similarities of the phenotypes between our mice and reported RAR knockout mice revealed that chondrogenic cells are a principal RA target during complex cascades of skeletal development.

Improved cervical smear assessment using antibodies against proteins that regulate DNA replication

Carcinoma of the cervix is one of the most common malignancies. Papanicolaou (Pap) smear tests have reduced mortality by up to 70%. Nevertheless their interpretation is notoriously difficult with high false-negative rates and frequently fatal consequences. We have addressed this problem by using affinity-purified antibodies against human proteins that regulate DNA replication, namely Cdc6 and Mcm5. These antibodies were applied to sections and smears of normal and diseased uterine cervix by using immunoperoxidase or immunofluorescence to detect abnormal precursor malignant cells. Antibodies against Cdc6 and Mcm5 stain abnormal cells in cervical smears and sections with remarkably high specificity and sensitivity. Proliferation markers Ki-67 and proliferating cell nuclear antigen are much less effective. The majority of abnormal precursor malignant cells are stained in both low-grade and high-grade squamous intraepithelial lesions. Immunostaining of cervical smears can be combined with the conventional Pap stain so that all the morphological information from the conventional method is conserved. Thus antibodies against proteins that regulate DNA replication can reduce the high false-negative rate of the Pap smear test and may facilitate mass automated screening.