996 resultados para Melo Neto, João Cabral de 1920-1999
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Analisa-se, neste trabalho, como e com quais características ocorre a comunicação pedagógica nos sistemas que atuam na modalidade Educação a Distância (EAD), modalidade esta caracterizada pela mediação de tecnologias de informação e comunicação (TIC). O corpus desta pesquisa é composto pelo recorte da regulamentação específica e dos debates que envolvem o Ministério da Educação (MEC) e a Secretaria de Educação a Distância (SEED), a Associação Brasileira de Educação a Distância (ABED) e os profissionais da área, abordando o período do início da vigência do Decreto n.º 5622/05, que regulamentou a EAD no Brasil, em 2005, até 2009, momento em que ocorrem, pela polifonia dos modelos existentes, a supervisão e consolidação das ofertas desta modalidade no Brasil. O objetivo maior desta investigação foi analisar e avaliar como e com quais características a comunicação pedagógica apresenta o discurso educativo nesta modalidade, enquanto categoria educacional e comunicativa, caracterizada pelo uso de TIC dentro da perspectiva social. Este estudo utilizou a metodologia da pesquisa descritiva e documental, de natureza qualitativa, num percurso em que a pesquisadora procura descobrir, com a maior precisão possível, a frequência com que o fenômeno ocorre, sua relação e conexão com outros, sua natureza e suas características. Como fonte de informação e da pesquisa documental, utilizaram-se as categorias analíticas, o aspecto histórico, legal, versus a realidade da oferta desta modalidade. Buscou-se ainda entender como e com quais características as relações entre a comunicação e a educação se materializam no discurso pedagógico, nos sistemas de Ensino Superior que ofertam a modalidade EAD. Em relação aos envolvidos SEED/MEC e ABED, existem questões ainda implicativas entre as concepções de comunicação, educação e tecnologia. Pautou-se a pesquisa na análise dos caminhos e descaminhos desta modalidade e assim pôdese verificar uma oscilação entre os atores envolvidos e a consistência teórica que dá suporte de investigação ao MEC e à SEED para a realização do acompanhamento e supervisão, na perspectiva de garantir as bases conceituais que determinam e (ou) determinarão a oferta da modalidade EAD no Ensino Superior. Em relação à Comunicação Pedagógica, percebeu-se uma fragilidade nos debates, cuja ênfase ainda é de cunho quantitativo e não qualitativo. Pela análise feita, considera-se que, em razão da polifonia dos modelos, existem muitas iniciativas, mas o discurso predominante ainda é o da democratização da expansão, o que prejudica sensivelmente o avanço da valorização humana em detrimento do uso da tecnologia, e isso impede avanços na construção dos espaços possíveis e essenciais na modalidade EAD.(AU)
Resumo:
Este estudio analiza los efectos de la política de financiamiento de la educación básica, por intermedio de los Fundos contables, Fundef y Fundeb, y su proposición en valorar el magisterio, considerando las dimensiones de carrera y de la remuneración de los profesores de la red pública estadal de enseñanza del estado de Rio Grande do Norte, en el período entre 1996 y 2010. Para entender las condicionantes de la evaluación de las políticas públicas, se buscó también las contribuciones de Marx (1996) segundo quién “el concreto es concreto” y que la dialéctica del concreto se puede auxiliar en el intento de captar el fenómeno estudiado. Se utilizó aún, el referencial teórico bibliográfico relacionado al financiamiento de la educación y a la valoración del magisterio, a partir de la literatura referente a las dimensiones del objeto (fundef y Fundeb) y (carrera y remuneración). En la investigación documental, además de las legislaciones, directrices nacionales y locales pertinentes, se utilizaron datos referentes a los recursos disponibles en la Finbra. Tesoro Nacional, SIOPE/RN, INEP/MEC, datos de resumen del folio y folio de pagamiento de Secretaria de Estado, de la Educación e de la Cultura (SEEC), y 289 sueldos de 21 profesores. Se realizó entrevista semi estructurada con nueve profesores, referente a la carrera, además de un cuestionario aplicado a 12 profesores relacionado a remuneración. Se considera que en los resultados referentes a los indicadores educacionales, en el período Fundef ocurrió una reducción en las inscripciones de la red pública de enseñanza, como también en las funciones docentes, de la enseñanza base (fundamental), que corresponde a 37%. A partir de la vigencia del Fundeb (2007 – 2010), estos indicadores fueron puestos en ecuación. En todo el período entre 1996 a 2010, ocurre un aumento en las inscripciones de 119,03% y en las funciones docentes de 77,44%. Sobre los datos de financiamiento, se constató que, del mínimo exigido (60%) en la aplicación de recursos de los Fundos en la remuneración del magisterio se aplica en el período de los dos Fundos, pero el mínimo exigido, o sea, 83,29% a 98,89% de los recursos. Los efectos de los Fundos en la carrera de los nueve profesores, considerando la promoción y la progresión, no han sido satisfactorios. En la promoción de los nueve de estos docentes, apenas uno evolucionó el Nivel (titulación), pero retrocedió en la progresión. En la progresión de los nueve profesores, ocho se hallan con la progresión retrasada, entre dos y cinco clases, acumulando un perjuicio que varía de 10% a 45% en su ganancia. La diferencia de una clase a otra corresponde a 5% en la renta anual. Se observa que las ventajas pecuniarias contribuyen con la remuneración con porcentaje más alto que la renta, disminuyendo esta diferencia en el período de Fundeb. Sobre la remuneración, un profesor con 24 años de carrera, con formación (magisterio), no consigue, después de años de profesión, ganar ni siquiera dos salarios mínimos. El profesor con 30 años de carrera, con maestría, tiene una renta, en 2010, correspondiente a menos de tres salarios mínimos, o sea, 2,82 y una remuneración que equivale a poco más de tres salarios mínimos, o sea, 3,66. Si comparamos la profesión de magisterio con otras que igual exigen formación superior, la primera es, en general, de bajo nivel, causando un resultado negativo sobre la búsqueda de la profesión del magisterio. Por los efectos en la remuneración, se concluye que hubo una mejoría, pero aún insuficiente, sobre todo al comparar con el Salario Mínimo Anual. Se evalúa, una vez que los fundos – Fundef y Fundeb – no fueron capaces de promover la valoración del magisterio en las dimensiones de la carrera y de la remuneración. Se constatan algunos resultados negativos en la política de Fundo ya que tendría que ver, principalmente, con la incapacidad de la referida política a valoración de magisterio, siendo una de las causas, o financiamiento con restricción de presupuesto.
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This dissertation aims to identify and describe the phenomenon of discursive representation of victim and defendant in court judgment genre. Researchis part of general theoretical framework of text linguistics and more specifically in textual discourse analysis (ATD) theory developed by Jean-Michel Adam ([2008] 2011). Discursive representation notion proposed by ATD is one of the most important aspects of semantic dimension of the text, being complemented in the work of Grize (1990, 1996) from schematization notion. In this perspective, this work is guided by studies of text linguistics with Koch (2012, 2005, 2004), Marcuschi (2012, 2008, 2005), Rodrigues, Passeggi and Silva Neto (2010, 2012, 2014), with genre Bazerman (2005), Bakhtin (1992) and the juridical discourse with Capez (2012), Pimenta (2007), Lourenço (2013) and Gomes (2013) . Methodologically, is a documentary research, presenting qualitative and descriptive characters and is guided by the inductivedeductive method. Corpus consists of a judicial sentence, criminal, collected electronically from Court of Justice of São Paulo - Judiciary website in consultation Judged1st Degree, with the theme of violence against women. Analysis procedures use semantic categories of discursive representation, such as referencing, predication, modification and the spatial and temporal location. Results are focused on the construction of discursive representation of (victim and defendant) from PdV distinct enunciators, which may approach or distance themselves according to argumentative text orientation. Thus, considering social importance of forensic text and, in particular, court judgment in the lives of citizens, it was possible to realize the importance of developing research that addresses the study of text semantic dimension, especially in construction of representations of discourse objects
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The Área de Proteção Ambiental de Jenipabu was created by Decreto 12,620/95, covering the beaches of Redinha Nova, Santa Rita and Jenipabu and Campina communities in the municipality of Extremoz, and Africa community fragment, in Natal. This protected area was created in the context of expansion of tourism in Rio Grande do Norte, in the 1990s, in which PRODETUR investments made possible the installation of infrastructure equipment, mainly in the Via Costeira and Ponta Negra beach in Natal by inserting it in the sun and sea tourism route to Northeast Brazil. In this context the beach Jenipabu in Extremoz, became one of the main attractions for those visiting Natal, due to the natural elements of its landscape, its dune field, which is offered to tourists the buggy ride. In December 1994 the excess buggy rides held in these dunes led to IBAMA ban their access to buggy for carrying out environmental study. This measure resulted in the creation of APAJ in 1995 with the goal of ordering the use and occupation to protect its ecosystems, especially the dunes, the disordered tourism. Given this context, this work aims to analyze the process of creating the APAJ and changes in the geographic space of its beaches, Redinha Nova, Santa Rita and Jenipabu, from the materialization of tourism process, as well as their implications for its residents. To this end, this paper presents a discussion of environmental currents that developed in the western portion of the globe, focusing on the need to regulate small areas of the national territory in protected areas, and an analysis of public policies that enabled the implementation tourism in APAJ as well as the laws and decrees governing the process of creation and management. Using the theory of circuits of urban economy of the Santos (2008) to analyze the territory used by tourism on the beaches of Redinha Nova, Santa Rita and Jenipabu, showing their dependent relationship with the territory used by the upper circuit on the Via Costeira and in the Ponta Negra beach and its influence on the APAJ urbanization process. Ending with the analysis of the influence of the materialization of tourism in the transformation of stocks ways of being-in-space and space-be of the Santa Rita and Jenipabu beaches in each geographical situation of APAJ among the first decades of the twentieth century to the 2014. Fieldwork was conducted between 2012 and 2014, performing actions of qualitative interviews with older residents of Santa Rita and Jenipabu beaches, interviews with structured questionnaire with merchants of APAJ and collecting GPS points trades, identifying and mapping the territory used by the lower circuit in APAJ beaches.
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Energy is a vital resource for social and economic development. In the present scenario, the search for alternative energy sources has become fundamental, especially after the oil crises between 1973 and 1979, the Chernobyl nuclear accident in 1986 and the Kyoto Protocol in 1997. The demand for the development of new alternative energy sources aims to complement existing forms allows to meet the demand for energy consumption with greater security. Brazil, with the guideline of not dirtying the energy matrix by the fossil fuels exploitation and the recent energy crisis caused by the lack of rains, directs energy policies for the development of other renewable energy sources, complementing the hydric. This country is one of the countries that stand out for power generation capacity from the winds in several areas, especially Rio Grande do Norte (RN), which is one of the states with highest installed power and great potential to be explored. In this context arises the purpose of this work to identify the incentive to develop policies of wind energy in Rio Grande do Norte. The study was conducted by a qualitative methodology of data analysis called content analysis, oriented for towards message characteristics, its informational value, the words, arguments and ideas expressed in it, constituting a thematic analysis. To collect the data interviews were conducted with managers of major organizations related to wind energy in Brazil and in the state of Rio Grande do Norte. The identification of incentive policies was achieved in three stages: the first seeking incentives policies in national terms, which are applied to all states, the second with the questionnaire application and the third to research and data collection for the development of the installed power of the RN as compared to other states. At the end, the results demonstrated hat in Rio Grande do Norte state there is no incentive policy for the development of wind power set and consolidated, specific actions in order to optimize the bureaucratic issues related to wind farms, especially on environmental issues. The absence of this policy hinders the development of wind energy RN, considering result in reduced competitiveness and performance in recent energy auctions. Among the perceived obstacles include the lack of hand labor sufficient to achieve the reporting and analysis of environmental licenses, the lack of updating the wind Atlas of the state, a shortfall of tax incentives. Added to these difficulties excel barriers in infrastructure and logistics, with the lack of a suitable port for large loads and the need for reform, maintenance and duplication of roads and highways that are still loss-making. It is suggested as future work the relationship of the technology park of energy and the development of wind power in the state, the influence of the technology park to attract businesses and industries in the wind sector to settle in RN and a comparison of incentive policies to development of wind energy in the Brazilian states observing wind development in the same states under study.
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Visceral leishmaniasis (VL) is endemic in many countries, including Brazil. The protozoan Leishmania infantum, is the etiological agent of VL, and is transmitted by the bite of female sandflies during the blood meal. The majority of subjects when exposed to the parasite do not develop the disease, because of development of Th1 cellular responses. Those who have develop signs of VL such as fever, weight loss, hepatosplenomegaly, have impairment of the cellular immune response, specific to the Leishmania antigens. We evaluated whether the specififc anergy during symptomatic VL, may be associated with changes in T cells costimulatory molecules or their ligands in CD14+ monocytes. There is an increase in CTLA-4 porcentage on CD4+ T lymphocytes (p=0.001) and ICOS on CD4+ and CD8+ T cells (p=0.002 to CD4+ and p=0.003 to CD8+), after stimulation by soluble Leishmania antigen (SLA) during active visceral leishmaniasis, and that there is a higher percentage of these molecules ex vivo, when comparing symptomatic to recovered individuals (p=0.04 to CTLA-4 in CD4+, and p=0.001 to ICOS in CD4+ and p=0.026 to CD8+). Moreover, we found a high gene expression of CTLA-4, OX-40 and ICOS during active VL. CD40, CD80, CD86, HLA-DR and ICOSL molecules do not suffer changes during disease. There is IFN-γ production by the peripheral blood cells, after SLA stimulation, by peripheral blood cells in symptomatic subjects; however, there is a decrease of the ratio IFN-γ/IL-10, which is reversed after clinical recovery. The impairment of some costimulatory molecules pathways during symptomatic VL could inhibit the ability of phagocytes to kill Leishmania and could facilitate their survival and the proliferation inside macrophages.
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The aim of this study was to evaluate the influence of remineralizing agents on the susceptibility of enamel cleared by the coffee pigmentation during office bleaching. Fifty bovine incisors were selected and randomly assigned into 5 groups (n = 10) on the basis of remineralizing agents: G1 gel hydrogen peroxide to 35% (control group); G2, hydrogen peroxide gel and a 35% gel 2% neutral fluorine; G3, hydrogen peroxide gel and a 35% nanostructured calcium phosphate gel, G4, hydrogen peroxide gel and a 35% casein fosfoptídia-phosphate and amorphous calcium folder; G5 hydrogen peroxide gel to 35% without mineralizing agent. All groups exception G1 (control group) were subjected to pigmentation soluble coffee according to the manufacturer's guidelines. The samples were immersed in coffee at temperature of 55° C, 1 time a day for 4 minutes. Color changes were performed by Easyshade spectrophotometer at CIE Lab method before and after 3 whitening sessions. Data were analyzed by analysis of variance ANOVA. The results showed statistically significant differences between the remineralizing substances for the parameters L *, a *, b * ΔE (p <0.0001). The L * values for the group G5, and the b * for G2 and G5 groups differed from the control group. After the 3rd whitening session, Fluor's group (G2) and that without mineralizing agent (G5) showed ΔE values less than the control group that did not undergo pigmentation. It was concluded that only the nanoclusters remineralizing agents Phosphopeptides Casein-Amorphous Calcium Phosphate and Calcium Amorphous phosphate were able to reduce the coffee interference whitening efficacy of hydrogen peroxide.
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Location systems have become increasingly part of people's lives. For outdoor environments, GPS appears as standard technology, widely disseminated and used. However, people usually spend most of their daily time in indoor environments, such as: hospitals, universities, factories, buildings, etc. In these environments, GPS does not work properly causing an inaccurate positioning. Currently, to perform the location of people or objects in indoor environments no single technology could reproduce for indoors the same result achieved by GPS for outdoors environments. Due to this, it is necessary to consider use of information from multiple sources using diferent technologies. Thus, this work aims to build an Adaptable Platform for Indoor location. Based on this goal, the IndoLoR platform is proposed. This platform aims to allow information reception from diferent sources, data processing, data fusion, data storage and data retrieval for the indoor location context.
Resumo:
Location systems have become increasingly part of people's lives. For outdoor environments, GPS appears as standard technology, widely disseminated and used. However, people usually spend most of their daily time in indoor environments, such as: hospitals, universities, factories, buildings, etc. In these environments, GPS does not work properly causing an inaccurate positioning. Currently, to perform the location of people or objects in indoor environments no single technology could reproduce for indoors the same result achieved by GPS for outdoors environments. Due to this, it is necessary to consider use of information from multiple sources using diferent technologies. Thus, this work aims to build an Adaptable Platform for Indoor location. Based on this goal, the IndoLoR platform is proposed. This platform aims to allow information reception from diferent sources, data processing, data fusion, data storage and data retrieval for the indoor location context.
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We studied in this dissertation the argumentation in the court judgment, which goal was to identify, describe and explain the running of argumentative operators in the argumentative orientation of text and discourse built through the text of the judgment. We support our research in the constructs adopted for the ATD – (Textual Analysis of the Discourses) - Adam (2011), in the studies about the Aristotle’s Rhetoric (1959) and Perelman and Olbrechts-Tyteca (1996) and other works such as of the Alves (2005), Capez (2008), Charaudeau (2012), Keller and Bastos (2015), Koch (2009; 2011), Rodrigues, Silva Neto and Passeggi (2010), Trubilhano and Henriques (2013). In a methodological way, we made use of deductive-inductive method, because we analyzed the argumentation in an "unknown" text - particular case - based on a theory already known (about language, text and argumentation). About the nature and objectives, our search was characterized as qualitatively and as an explanatory and descriptive investigation, with technical procedures of documental collection of Bibliographic Search. As corpus, we use a court judgment of character condemnatory, issued on September 10, 2014 and taken from the online site of the Federal Court of Rio Grande do Norte (JFRN). The results revealed that the argumentative operators exercised decisive roles in the organization of argumentative strategies of the text and the speech , guiding the announcer to the Desired conclusion by the enunciator. It was also possible to conclude that the use of argumentative operators allowed syllogistic constructions in the form of presentation of the arguments and in the construction of argumentation. In addition, operators like "but", "until", "already", "although" etc. helped to identify in the data's analysis the point of view (PoV) of the enunciator, the expectation break about the previous enunciate and / or the value scale given to the argument. Finally, with the use of argumentative operators the enunciator introduced arguments able to demonstrate/justify a thesis and refute an opposing thesis towards a conclusion sought by the own enunciator.
Resumo:
We studied in this dissertation the argumentation in the court judgment, which goal was to identify, describe and explain the running of argumentative operators in the argumentative orientation of text and discourse built through the text of the judgment. We support our research in the constructs adopted for the ATD – (Textual Analysis of the Discourses) - Adam (2011), in the studies about the Aristotle’s Rhetoric (1959) and Perelman and Olbrechts-Tyteca (1996) and other works such as of the Alves (2005), Capez (2008), Charaudeau (2012), Keller and Bastos (2015), Koch (2009; 2011), Rodrigues, Silva Neto and Passeggi (2010), Trubilhano and Henriques (2013). In a methodological way, we made use of deductive-inductive method, because we analyzed the argumentation in an "unknown" text - particular case - based on a theory already known (about language, text and argumentation). About the nature and objectives, our search was characterized as qualitatively and as an explanatory and descriptive investigation, with technical procedures of documental collection of Bibliographic Search. As corpus, we use a court judgment of character condemnatory, issued on September 10, 2014 and taken from the online site of the Federal Court of Rio Grande do Norte (JFRN). The results revealed that the argumentative operators exercised decisive roles in the organization of argumentative strategies of the text and the speech , guiding the announcer to the Desired conclusion by the enunciator. It was also possible to conclude that the use of argumentative operators allowed syllogistic constructions in the form of presentation of the arguments and in the construction of argumentation. In addition, operators like "but", "until", "already", "although" etc. helped to identify in the data's analysis the point of view (PoV) of the enunciator, the expectation break about the previous enunciate and / or the value scale given to the argument. Finally, with the use of argumentative operators the enunciator introduced arguments able to demonstrate/justify a thesis and refute an opposing thesis towards a conclusion sought by the own enunciator.
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The present proposal for intervention examines the issue of public procurements carried out by a military organization on a Federal Public Administration. The main objective of this paper is to propose a model of strategic planning based on the Balanced Scorecard for the public procurement system, which contributes to increased efficiency, efficacy and effectiveness of acquisitions made in the Air Base of Natal city. Therefore, Structured interviews were used in order to make a diagnosis of the current reality of the procurement system along with the main requirement sectors of BANT, as well as the adaptation of the prospects of the BSC based on literature review. The technique used for the analysis of the interviews was the analysis of content whose results contributed to the preparation of the conceptual Strategic Map which was submitted to validation through a Focal Group. It was concluded through the analysis of the interviews, that the system of purchases of BANT is in a tactical profile because of low interaction between the system of purchases and the requirement sectors, aiming only at the “economicity” of acquisition in opposition of the effectiveness of material acquired, the lack of training of the elements which build the system and the absence of a proper planning. It is intended with thecreation of this proposal to contribute to the improvement of management with a focus on results in public administration as well as increasing efficiency, efficacy and effectiveness of public procurements. Whereas for the particular case the measurement of the results can only be performed after at least a year of its implementation, the present research constitutes a proposal of intervention.
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Esse estudo aborda o viés da informação sobre a ocorrência de inovação em levantamentos, decorrente da compreensão imprecisa do conceito de inovação implícito na questão. O reconhecimento dessa situação ressalta a necessidade de procedimentos metodológicos que detectem o erro de compreensão do conceito por parte dos informantes, a fim que sejam previstos mecanismos para minimização do erro total da mensuração de indicadores de inovação. Um desenho desses procedimentos foi aplicado em levantamento amostral no setor metal mecânico da região do ABC. Nesse estudo foram cotejadas as respostas a questões fechadas e abertas sobre a prática de inovação nas empresas. Dois fluxos metodológicos ilustram os procedimentos para detecção e correção do viés da informação, evidenciando a relevância do uso da questão aberta, na sequência da questão fechada sobre inovação. A diferença entre as estimativas dos indicadores de inovação, obtidas com e sem a aplicação desses procedimentos, mostrou-se estatisticamente significante.
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Public policies have been studied in the various fields of humanities and social sciences, from different theoretical and technical aspects. However, there is still a lack of studies that incorporate the dimension that encompasses the political action and its interference in such actions, also recognizing the importance of the institutional setting of the Brazilian presidential model in implementing these policies. This fragmented and multiparty system has led to power heterogeneous sets of political parties. Thus, the ministerial offices, more than assisting the President´s government project, manage particularized agendas, which are party biased and have the influence of interest groups in hegemonic themes addressed by government agencies. When these agendas operate in sectoral and specialized policies, the friction level is apparently low. However, when this occurs in intersectoral actions, such as in regional development, there is evidence of strong signs of competition among government agencies, which in theory, should operate in an integrated manner. Although this is not a specific feature of Luiz Inacio Lula da Silva´s government- the period to be studied- there was similar behavior in Fernando Henrique Cardoso´s presidency, one realizes that the expansion of coalition on behalf of governance is increasingly interfering in the outcome of intersectoral public policies, due to these multiple arguments in action. In order to understand these processes, this study focused on the Sustainable and Integrated Development Programme for Differentiated Meso-Regions (PROMESO), part of the National Policy for Regional Development (NPRD). The program provides interface with various government agencies and their public policies in a clear intersectoral design. The research sought to identify and analyze the relationships between government agencies and their programs with interest groups, whether political parties or other segments of civil society, highlighting the logic of favoritism, which poses in second place the integration of actions in the intersectoral policies. Therefore, besides the theoretical debate that incorporates several categories of political science, public administration, public policy, geography and economics, the study focused on secondary sources, using different government agencies databases in order to raise information. It was observed that the interference of partisan politics has been disastrous for some public policies. Thus, the research confirms that cooperative character is fragile within government agencies, often limited to official documents, and that there is indeed, a striking feature of competition, especially when it comes to transversalized policies
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This study aims to acknowledge the domain level and influence of the neuromarketing construct. This is done considering professionals at advertising agencies in Brazil. The presence of concepts related to this new approach is very little divulged, and there are little analysis performed on this area. Thus, the research is of qualitative and exploratory nature and used as primary fonts books, articles related to marketing, neuroscience, and psychology as well as secondary fonts. A profound interview was realized aiming the main advertising agencies in Brazil. The public was composed by managers responsible for planning. A content analysis was performed afterwards. The advances related to the brain science have permitted the development of technological innovation. These go primarily towards knowledge and unconscious experiences of consumers, which are responsible for the impulse of decision making and consumer behavior. These issues are related to Neuromarketing, that in turn, uses techniques such as FMRI, PET and FDOT. These scan the consumer s brain and produces imagines on the neuron s structures and functioning. This is seen while activities such as mental tasks for the visualization of brands, images or products, watching videos and commercials are performed. It is observed that the agencies are constantly in search of new technologies and are aware of the limitations of the current research instruments. On the other hand, they are not totally familiar with concepts related to neuromarketing. In relation to the neuroimage techniques it is pointed out by the research that there is full unawareness, but some agencies seem to visualize positive impacts with the use of these techniques for the evaluation of films and in ways that permit to know the consumer better. It is also seen that neuroimage is perceived as a technique amongst others, but its application is not real, there are some barriers in the market and in the agencies itself. These barriers as well as some questioning allied to the scarce knowledge of neuromarketing, make it not possible to be put into practice in the advertising market. It is also observed that even though there is greater use of neuromarketing; there would not be any meaningful changes in functioning and structuring of these agencies. The use of the neuro-image machines should be done in research institutes and centers of big companies. Results show that the level of domain of the neuromarketing construct in the Brazilian advertising agencies is only a theoretical one. Little is known of this subject and the neurological studies and absolutely nothing of neuroimage techniques