¿Qué debería hacer una empresa occidental para publicitarse en China?

Aquest treball de final de carrera analitza com les empreses occidentals haurien de publicitar-se a la Xina. De la mateixa manera, s’estudia el mercat chinès en la seva totalitat i a més d’alguns casos reals de l’èxit publicitari. El mercat chinès és molt dinàmic i diferent als mercats occidentals. Això comporta una gran dificultat d’adaptacióper part de les empreses occidentals. Per això és necessari fer un análisis detallat del mercat, els seus mitjans de comunicació, el partit comunista que goberna, de l’àmbit socio-cultural i la importancia de potenciar la marca. Aquest treball finalitza amb l’explicació de l’èxit publicitari de diverses empreses occidentals. Un referent internacional com Coca-Cola, un sector amb molta rellevança com el luxe exclusiu dominat per Louis Vuitton i un mercat amb molt de potencial per a les empreses españoles com l’oli d’oliva il.lustrat amb Borges. Tot aquest treball ens convida a reflexionar sobre la diferencia d’actuació entre dos móns diferents com són els països occidentals i la China. Mentre el sector publicitari europeu s’atura, el chinès no deixa de créixer.

A diagram of public spaces within urban landscape as a strategy for sustainable urban planning in Chinese cities

Destruction of historical urban fabric in many Chinese cities and towns, without the possibility of its recovery as an urban asset, leads us to consider alternative strategies and criteria for formulating new urban projects, using creative urban planning instruments and strategies to provide a sense of place and identity to the urban landscape. The challenge is to set up an urban structure that constitutes a spatial reference system, a structure consisting of a set of urban landmarks that construct a system of related public spaces, endowed with collective significance and identity. Such a network could include a wide variety of urban typologies and natural elements. An important result of this strategy would be the recovery of the social and cultural values attached to the natural landscape in Chinese civilization. Hangzhou city will be analyzed as a case study

Treatment of autoinflammatory diseases: results from the Eurofever Registry and a literature review.

OBJECTIVE: To evaluate the response to treatment of autoinflammatory diseases from an international registry and an up-to-date literature review. METHODS: The response to treatment was studied in a web-based registry in which clinical information on anonymised patients with autoinflammatory diseases was collected retrospectively as part of the Eurofever initiative. Participating hospitals included paediatric rheumatology centres of the Paediatric Rheumatology International Trial Organisation network and adult centres with a specific interest in autoinflammatory diseases. The following diseases were included: familial Mediterranean fever (FMF), cryopyrin-associated periodic syndromes (CAPS), tumour necrosis factor (TNF)-receptor associated periodic syndrome (TRAPS), mevalonate kinase deficiency (MKD), pyogenic arthritis pustulosis acne (PAPA) syndrome, deficiency of interleukin-1 receptor antagonist (DIRA), NLRP12-related periodic fever and periodic fever aphthosis pharyngitis adenitis (PFAPA) syndrome. Cases were independently validated by experts for each disease. A literature search regarding treatment of the abovementioned diseases was also performed using Medline and Embase. RESULTS: 22 months from the beginning of the enrolment, complete information on 496 validated patients was available. Data from the registry in combination with evidence from the literature confirmed that colchicine is the treatment of choice for FMF and IL-1 blockade for DIRA and CAPS. Corticosteroids on demand probably represent a valid therapeutic strategy for PFAPA, but also for MKD and TRAPS. Patients with poorly controlled MKD, TRAPS, PAPA or FMF may benefit from IL-1 blockade; anti-TNF treatment may represent a possible valuable alternative. CONCLUSIONS: In the absence of high-grade evidence, these results could serve as a basis for therapeutic guidelines and to identify candidate drugs for future therapeutic trials.

Hexyl Aminolevulinate-Guided Fluorescence Cystoscopy in the Diagnosis and Follow-up of Patients with Non-Muscle-invasive Bladder Cancer: A Critical Review of the Current Literature.

CONTEXT: Controversy exists regarding the therapeutic benefit and cost effectiveness of photodynamic diagnosis (PDD) with 5-aminolevulinic acid (5-ALA) or hexyl aminolevulinate (HAL) in addition to white-light cystoscopy (WLC) in the management of non-muscle-invasive bladder cancer (NMIBC). OBJECTIVE: To systematically evaluate evidence regarding the therapeutic benefits and economic considerations of PDD in NMIBC detection and treatment. EVIDENCE ACQUISITION: We performed a critical review of PubMed/Medline, Embase, and the Cochrane Library in October 2012 according to the Preferred Reporting Items for Systematic Review and Meta-analysis (PRISMA) statement. Identified reports were reviewed according to the Consolidated Standards of Reporting Trials (CONSORT) and Standards for the Reporting of Diagnostic Accuracy Studies (STARD) criteria. Forty-four publications were selected for inclusion in this analysis. EVIDENCE SYNTHESIS: Included reports used 5-ALA (in 26 studies), HAL (15 studies), or both (three studies) as photosensitising agents. PDD increased the detection of both papillary tumours (by 7-29%) and flat carcinoma in situ (CIS; by 25-30%) and reduced the rate of residual tumours after transurethral resection of bladder tumour (TURBT; by an average of 20%) compared to WLC alone. Superior recurrence-free survival (RFS) rates and prolonged RFS intervals were reported for PDD, compared to WLC in most studies. PDD did not appear to reduce disease progression. Our findings are limited by tumour heterogeneity and a lack of NMIBC risk stratification in many reports or adjustment for intravesical therapy use in most studies. Although cost effectiveness has been demonstrated for 5-ALA, it has not been studied for HAL. CONCLUSIONS: Moderately strong evidence exists that PDD improves tumour detection and reduces residual disease after TURBT compared with WLC. This has been shown to improve RFS but not progression to more advanced disease. Further work to evaluate cost effectiveness of PDD is required.

¿Qué les queda a los jóvenes?

Uno de los retos actuales de la intervención psicomotriz es tener en cuenta el contexto social y cultural del momento y percibir qué lo caracteriza y de que manera va a condicionar nuestra intervención. La experiencia nos muestra que una de las manifestaciones de nuestro contexto se encuentra en lo que podemos llamar individualismo entendido como la actitud que nos lleva a pensar y a actuar de modo independiente y que pone énfasis en los derechos individuales o en el propio interés. A partir de esta situación nos planteamos favorecer en niños y niñas, a partir de la intervención psicomotriz, el desarrollo de actitudes de sensibilidad, respeto y reciprocidad hacia el otro ayudándoles a aprender a: mirar y a tocar al otro, a pensar en el otro y a escuchar, hablar, estar y jugar con el otro.

Détail pour les distances qu'il y a d'un col ou d'un poste à un autre en lignes horizontalle et le tems qu'il faut pour aller d'un passage à l'autre d'un pas reglé

Ancien possesseur : Argenson, Antoine-René de Voyer (1722-1787 ; marquis de Paulmy d')