Does humor work in advertising of pharmaceutical products?

This thesis aims to evaluate whether humorous television commercials (TVCs) work for non-prescription drugs, known as “over-the-counter” (OTC). The construct humor in advertising is controversial since it involves complex and broad typology, and depends on the audience characteristics. Several studies within different product categories indicated that some consumer goods are better suited for humorous TVCs, while others, such as OTC drugs, may not take advantage from it. Paradoxically, drug announcers spend billions of dollars worldwide in humorous OTC ads. An experiment with real consumers was designed as between-and-within-subjects, to test three hypotheses. Sixty women were exposed to pairs of humorous and non-humorous TVCs, for each of the three drug categories (analgesics, vitamins, and laxatives). We used fictional brand names and real ads, and measured four dependant variables: attitude toward the advertising (AAD), attitude toward the brand (ABR), purchase intention (PI), and brand choice (BC), after subjects being exposed to manipulations of two independent variables: humorous vs. non-humorous TV commercials, for the drug categories. Conditional logit model confirmed that humor does not help to persuade respondents, whose choices, attitudes, and purchase intention were less favorable with humorous TVCs, in comparison to non-humorous executions. Future research is presented regarding marketing for pharmaceutical products.

Fixação biológica do nitrogênio e crescimento de plantas de leucena (Leucaena leucocephala (Lam.) de wit.) sob salinidade

This study aimed to evaluate the effects of salinity in the growth and nitrogen fixation in leucaena. Plants were cultivated in Leonard pots containing clean and sterilized sand. The treatments were distributed in a completely randomized design, in a 3x3 factorial, with five replicates. The first factor corresponded to no inoculation and inoculation with Bradyrhizobium sp SEMIA 6070 and SEMIA 6153 strains. The second factor corresponded to NaCl concentrations: 0, 25 and 50 mol m(-3). Were analyzed the height and dry matter accumulation, the number of nodules and nitrogen in plants. The inoculation of plants with the strain SEMIA 6070 provided higher growth and greater nitrogen accumulation in plants thar were not subject to salinity. Nodulation was not affected by salinity. Inoculation with SEMIA 6153 strain provided greater tolerance to salinity.

Humor gráfico: o sorriso pensante e a formação do leitor

This research investigates the graphic humor, in particular the political cartoon and the cartoon, texts characterized by mixing visual-oral language, and its contribution in the formation of the reader. Recovers the main theories about the comicality in general and verifies the presence of these concepts into the texts of graphic humor and how they articulate themselves within the process of seducing the reader. Grounded in the studies of Umberto Eco about the cultural industry products and its relations with the literary theories and the aesthetics reception. After analysing texts of graphic humor, the study concludes that the triad, image-word-humor reveal a sophisticated arrangement which allows the reader to practice effectively the political cartoons and cartoons of production, of sense, cooperating in such a singular manner to the formation of a reflexive reader

Entre Millôr e Derrida: o humor enquanto experiência da alteridade e do impossível

Brazilian humorist Millôr Fernandes has a widespread work, from literature to visual arts and journalism. Yet there is the indelible mark of humor, wherever it is. In this dissertation, I propose a reading of his work by deploying French philosopher Jacques Derrida, emphasizing how the construction of the other happens. I aim at Millôr Definitivo: A Bíblia do Caos, but other works will be contemplated when necessary. In order to carry out the analysis, I will offer a general exposition of Millorian work (especially Millôr Definitivo:A Bíblia do Caos) and a general sketch of Derridian philosophy, centered on his discussion on Western philosophy, literature and alterity. At the analysis itself, I will set the methodological axis on the quasi-concept of invention. The analysis shall stress the hypothesis of humor as the experience of alterity and impossible, showing off the humorist as the totally other. In the Millorian text, that experience is characterized by conflictivity, without possibility of resolution

3,5-Dimethyl-1-thiocarbamoylpyrazole and its Pd(II) complexes: Synthesis, spectral studies and antitumor activity

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

Experiência, memória e humor: representações sociais em as filhas do arco-íris e em primeiras estórias.

Este trabalho analisa relações da experiência, memória e humor e investiga representações da infância, da velhice, da loucura e do alcoolismo no romance As Filhas do Arco-Íris, de Eulício Farias de Lacerda e em contos de Primeiras Estórias, de Guimarães Rosa, destacando-se que meninos, velhos, cegos e loucos, mesmo marginalizados, podem ser encarados como atores sociais na formação das comunidades. Verifica-se que essas personagens constituem uma coletividade no sentido de evocar a representação de indivíduos. Também se procura examinar práticas literárias e culturais no âmbito do sistema literário brasileiro, com ênfase em regionalismos, oralidade e considerações sobre literatura e sociedade. É desse modo que se busca observar que as obras destacadas estão inseridas numa discussão moderna acerca do desenvolvimento sociocultural. Portanto, a preocupação desta pesquisa deriva da discussão moderna acerca do desenvolvimento social. Diante disso, observa-se nos textos de Guimarães Rosa e de Eulício Farias um tratamento narrativo em torno dessas personagens, enfatizando que as situações vividas por eles envolvem experiências que os levam a construir, em relação ao contexto social, aspectos de amadurecimento, rememoração, compartilhamento, encantamento, viagem ao desconhecido, movimentos históricos, alegrias e tristezas, sempre demonstrando uma sintonia com a temática da modernidade. Assim, as condições sociais são interpretadas para evidenciar e confrontar: discriminação, amizade, conflito, respeito, marginalização, memória social. Ainda são estabelecidas comparações entre personagens do romance As Filhas do Arco-Íris com as de alguns contos de Primeiras Estórias, salientando-se considerações sobre o narrador, as inter-relações, regionalismo e relações entre literatura, organização e processo social. Esta pesquisa tem por base o conceito de sistema literário consolidado idealizado por Antonio Candido e os postulados de estudiosos e teóricos como: Walter Benjamin, Jacqueline Held, Mikhail Bakhtin, Roland Barthes, Ana Paula Pacheco, Serge Moscovici, François Laplantine, Liane Trindade

Avaliação comportamental e neuroquímica de ratos em dessincronização forçada: possíveis implicações para um modelo animal de oscilações no humor

Bipolar disorder has been growing in several countries. It is a disease with high mortality and has been responsible by the social isolation of the patients. Bipolar patients have alterations in circadian timing system, showing a phase shift in various physiological variables. There are several arguments demonstrating alterations in circadian rhythms may be part of the bipolar disorder pathophysiology. Given the necessity for further elucidation, the goal of this study was to validate the forced desynchronization protocol as an animal model for bipolar disorder. To do this, Wistar rats were submitted to a forced desynchronization protocol which consists in a symmetrical light dark cycle with 22h. Under this protocol, rats dissociate the locomotor activity rhythm into two components: one synchronized to the light / dark cycle with 22h, and another component with period longer than 24 hours following the animal endogenous period. These rhythms with different periods sometimes there is coincidence, which we named CAP (Coincidence Active Phase) and the opposite phase, non-coincidence, called NCAP (Non-Concidence Active Phase). The hypothesis is that in CAP animals present a mania-like behavior and animals in NCAP depressive-like behavior. We found some evidence described in detail throughout this thesis. In sum, the animals under forced desynchronization protocol were more stressed, showed an increase in stereotypic behaviors such as grooming and reduction in other behaviors such as risk assessment and vertical exploration when compared to the control group. The CAP animals showed increased locomotor activity, especially during the dark phase when compared to controls (rats under T24) and less depressive behavior in the forced swim test. The animals in NCAP showed a higher anxiety in elevated plus maze, but they don t have ahnedonia. The animals under dissociation have more labeled 5HT1A cells at the amygdala area, which appoint that they have more amygdala inhibition. Taking these data together, we could partially validated the forced desynchronization protocol as an animal model for mood oscillations

Descolamento ciliocoroidal e hipotonia causados por supressores do humor aquoso: síndrome da supersensibilidade aos supressores do humor aquoso

Os autores descrevem um caso de hipotonia e descolamento ciliocoroidal que ocorreu com administração de drogas supressoras do humor aquoso (timolol e acetazolamida) em paciente que havia sido submetido à trabeculectomia (3 meses antes). Por ser o 6° ou o 7° caso descrito na literatura, chamam atenção para esta rara síndrome que inclui a supersensibilidade do corpo ciliar aos supressores do HA, como causa de hipotonia e descolamento ciliocoroidal tardios em pacientes submetidos à cirurgia filtrante. Apresentam também um resumo dos casos encontrados na literatura.

Dinâmicas sociais e estados de humor

O objetivo do estudo foi avaliar as relações das dinâmicas sociais (família, amigos e escola; i.e., três fatores sociais) sobre os estados de humor. A pesquisa foi realizada com uma equipe feminina de voleibol (14/15 anos). Aplicou-se o teste POMS (Profile of Mood States) para mensurar os estados de humor. Foi utilizada uma escala de 1 (muito mal) a 5 (muito bem) para que as atletas avaliassem cada um dos três fatores. Os resultados apontaram correlações significativas entre as escalas e os estados de humor; e diferenças significativas entre os níveis de intensidade apontados na escala dos três fatores e os estados de humor. Os resultados indicam clara interferência das dinâmicas sociais sobre os estados de humor, portanto, as interferências sociais não podem ser descartadas na preparação do atleta.

Flow rate and hydrochemistry in areas of sand mining activities

This investigation reports the results of a study realized in areas related to the development of sand mining activities, which belong to CRS-Mineragao Industria e Comercio Ltd. and Sibelco Mineracao Ltd. Both areas are located around Analandia municipality, nearly in the center of São Paulo State, Brazil. Flow rate and hydrochemical analyses were realized over different periods of time, with the aim of evaluating the possibility of release of several constituents to the liquid phase, which may be a source of pollution of the surface hydrological resources. This is because some tributaries from the Corumbatai River may be suffering contamination, implying on the impoverishment of the water quality that is a very important resource in the region, as it is extensively used for drinking purposes, among others.

Measurement of fats, oil and grease by spectro-photometry and its application on different sites at São Paulo State, Brazil

This investigation was carried out within the Parana sedimentary basin, Brazil, involved the sampling of effluents and groundwater from monitoring stations situated at different sites at São Paulo State, and was realized with the purpose of evaluating the presence of fats, oil and grease (FOG) in different matrices. Several tests were realized with very distinct materials (cooking oil, butter, margarine, pig fat, vacuum pump oil) in order to properly calibrate the spectrophotometric system. Each matrix was dissolved with 1,1,1-trichloroethane and from the stock solutions it was prepared working standards from different dilutions. The data obtained were plotted on absorbance vs. concentration graph that yielded a successful calibration curve when a mineral oil for vacuum pump was utilized in the experiments at a wavelength corresponding to 410 mn. The results obtained for the analyzed samples were compared with the limiting value established by the São Paulo State legislation on the prevention and pollution control of the environment that was established in 8(th) September 1976 by Rule No. 8468.

Some constraints on the modeling using the uranium isotopes U-238 and U-234 for dating groundwaters from Guarany aquifer, South America

Groundwaters from the Guarany aquifer located at the South American continent and sampled at four wells with described geological sections in São Paulo State, Brazil, were chemically and isotopically analysed with two aims: to evaluate the quality of this important hydrological resource and to investigate the possibility of using the natural uranium isotopes U-234 and U-238 as a chronological tool, since the U-234/U-238 activity ratio and dissolved U content data in groundwater systems have generated models for dating purposes.

Laboratory essays on solid residues from an area of sand mining activities at Analandia, São Paulo, Brazil, and implications to the water resources quality

This investigation reports the results of tests performed in a laboratory with solid waste samples from an area belonging to Sibelco Mineracao Ltd., which is located around Analandia municipality, nearly in the center of São Paulo State, Brazil. Dissolution and leaching essays were realized under different experimental conditions in four samples collected from the mining front and decantation pool, with the aim of evaluating the possibility of release of several constituents to the liquid phase.

Environmental education and the health risk question: how do we educate the educators working with this theme?

Our society is presently seeing a trend of continuous increase of risk with severe consequences, especially those linked to environmental aspects. It has obligated us to reflect on this production and its effects, either positive or negative, and, after a long reflection, to think about the adopted model of civilization and the possibilities of changing such a model. The educational institution is among the social departments responsible for this revision process, since it represents one possibility to promote a more critical vision from society, providing it with tools needed for a more responsible action. However, schools are dominated by a traditional work, which does not allow for enough and proper attention to these relevant and current questions, and which involve a critical analysis of the conceptions and values established by our civilization, resulting in the present patterns of science-technology-society relations and their influence on the environment and health. Several research works have indicated a diversity of barriers that obstruct this necessary change. Since formal education plays an important role in the education of society for this theme, in this paper the possibilities and difficulty dealing with this problem are discussed, focusing on the question of teacher education, based on investigations related to teacher education programs for environmental education. The data collected show the urgency for introducing this theme in teacher training programs, taking into account the fact that educators have their own conceptions, values and attitudes that should be considered in these programs.

Evaluation of sample treatment for the simultaneous flow injection hydride generation and determination of As, Bi, Sb and Se by GRAS

A new method was developed for the simultaneous determination of As, Bi, Sb, and Se by flow injection hydride generation graphite furnace atomic absorption spectrometry. An alternative two-step sample treatment procedure was used. The sample was heated (80degreesC) for 10 min in 6 M HCl to reduce Se(VI) to Se(IV), followed by the addition of 1% (m/v) thiourea solution to reduce arsenic and antimony from the pentavalent to the trivalent states.With this procedure, all analytes were converted to their most favorable and sensitive oxidation states to generate the corresponding hydrides. The pre-treated sample solution was then processed in the flow system for in situ trapping and atomization in a graphite tube coated with iridium. The impermanent modifier remained stable up to 300 firings and new coating out significant were possible wit changes in the analytical performance.The accuracy was checked for As, Bi, Sb, and Se determination in water standard reference materials NIST 1640 and 1643d and the results were in agreement with the certified values at a 95% confidence level. Good recoveries (94-104%.) of spiked mineral waters and synthetic As(V), Sb(Ill), mixtures of As(Ill), Sb(V), Se(VI), and Se(IV) were also found. Calculated characteristic masses were 32 mug As, 79 mug Bi, 35 mug Sb, and 130 pg Se, and the corresponding limits of detection were 0.06, 0.16, 0.19, and 0.59 mug L-1, respectively. The repeatability for a typical solution containing 5 mug L-1 As, Bi, Sb, and Se was in the 1-3% range.