La publicidad que atenta sobre la dignidad de la persona: la publicidad sexista

Són cada cop més freqüents les retirades de campanyes de publicitat a Espanya provocades per la crispació de determinats col·lectius o particulars al·legant que atempten contra la dignitat de la persona, destacant especialment aquelles que es refereixen a la dona. La innovació i el sortir d’allò que és comú són fonamentals en la professió del publicitari i són les principals armes per cridar l’atenció del públic al que es dirigeixen. Però alhora, els creatius també tenen que prevenir la reacció social que pot perjudicar la imatge de la marca anunciada i fer perdre tot allò invertit en la campanya. En aquesta lluita per preservar la creativitat, les lleis i la ètica marcaran uns límits que no tenen que ser traspassats.

Los soportes publicitarios emergentes del medio exterior: hacia una interacción con el consumidor: la tecnología y la creatividad al servicio de la publicidad exterior

Aquest treball realitza una projecció del que serà el futur a curt termini del mitjà publicitari d’exterior. S’estudia amb profunditat l’entorn socioeconòmic present del mitjà, així com es realitza un recull de les opinions dels professionals del sector mitjançant entrevistes i enquestes. Aquestes dades s’entrellacen amb un anàlisis dels nous models de publicitat exterior, recopilant multitud d’exemples. Així es demostra com la relació consumidor-mitjà passarà per la interacció a través de la creativitat i la tecnologia.

Las promociones gratuitas y de venta opcional en la prensa: el caso de El Periódico de Catalunya y de ADN

L’estudi es centra en el fenòmen de les promocions dins del sector de la premsa impresa i la seva repercussió en el negoci editorial des de la doble perspectiva d’un diari de pagament i un altre gratuït, prenent com a model l’activitat promocional d' El Periódico de Catalunya (2003- 2008) i d' ADN (2006- 2008).

Análisis y contradicción de los estereotipos que existen sobre la profesión de publicitario: los tópicos del publicitario

Sobre la professió del publicitari es donen estereotips, tant externs com interns, que contribueixen a generar una imatge concreta del membres que la composen. Recentment, aquesta imatge es negativa i mina la reputació, el treball i el prestigi que els professionals d’aquest camp han aconseguit al llarg dels anys. Analitzar les causes d’aquesta imatge negativa a la ment de la població i contrastar-la envers opinions de valor reconegut al sector son les bases per fallar un judici just. L’objectiu que cerca aquest treball es rebatre amb arguments sòlids i contundents la manca de veracitat dels tòpics que composen aquesta imatge.

A new host of Trypanosoma cruzi from Jujuy, Argentina: octodontomys gliroides (Gervais & D'Orbigny, 1844) (Rodentia, Octodontidae)

To identify wild hosts of Trypanosoma cruzi, surveys were conducted in the subandean valleys of Jujuy Province, Argentina, between June 1986 and March 1987. Seventy two mammals from 13 different species were examined by xenodiagnosis. Fifty two of them were mostly roedents trapped at the localities of Maimará, León and Tilcara, and the remainder had been kept in captivity at the Estación Biológica Experimental, in Jujuy. Trypanosoma cruzi infection was detected only in 2 Octodontomys gliroides (2 pos./8 exam. 25%) from all 72 examined mammals. Isolates were called Octodontomys Argentina 1 and 2 (OA1 and OA2). Both infected animals were caught at the archaelogical ruin of Pucará, at Tilcara. Repeated searches for triatomines in the ruin itself and in neighbour houses rendered negative results. Groups of mice inoculated with either OA1 or OA2 isolates became infected between 7 (OA1) to 12 days (OA2) postinoculation PI. Parasitemia peaks were observed between day 12th - 14th PI. Scarce amastigote nests were found in myocardium and skeletal muscle. Mortality was observed only for mice inoculated with OA1. Isoenzyme patterns of OA1 and OA2 were identical to one found in dogs and slightly different from that of human parasites in Argentina. Bones from Octodontomys sp., were recently found in a cave, dated 10200-8600 BC, in Pumamarca, near Tilcara, Jujuy. There are evidences that O. gliroides cohabited with man in ancient times and was associated to the domestic cycle of T. cruzi transmission, playing a role like that of domestic cavies. in Bolivia.

La evolución de la publicidad en el siglo XX: ¿El paso de una publicidad racional a una publicidad emotiva?

El present treball d’investigació reflexionarà sobre els canvis i l’evolució de la publicitat al llarg del segle XX. Per això, partirem des del punt d’inflexió que va suposar un dels millors anuncis gràfics de la història i possiblement, el que s’ha considerat l’anunci gràfic d’automòbil més important: Think Small. D’aquest punt repassarem i compararem les teories, els testimonis i les obres dels més importants redactors publicitaris dels últims 100 anys. (Des de Bernbach, Ogilvy, Reeves, Rubicam, Burnett fins a Moliné, Lorente, Bassat i Segarra). Afrontarem la dicotomia històrica entre aquells teòrics que van defensar la publicitat racional i la tipologia d’anuncis de caire informatiu enfront aquells que es basaren en el dramatisme i els anuncis emocionals en un prisma diagonal del qual esdevindran alguns dels conceptes, tècniques i teories claus que conformen la història de la publicitat: USP, AIDA, Imatge de marca, Posicionament, Copy Platform, Anunci Natural, etc. Es prestarà una especial atenció a algunes de les obres mestres de la publicitat en els últims temps, com les campanyes: ¿Te gusta conducir? o Be Water My Friend, ambdues de BMW, així com un específic repàs a les tendències de l’agència de publicitat DDB i les seves campanyes d’Audi i Volkswagen per desentranyar les influències de la coneguda com a Revolució Creativa que encara persisteixen en les seves obres. Farem èmfasi en l’aparició de la Televisió i posteriorment, del fenomen Internet i altres canvis que s’han produït en la tècnica, la producció i el muntatge. Tot això, finalment, respondrà a la pregunta: Ha existit el canvi d’una publicitat racional a una publicitat emotiva?

A prospective randomised multi-centre controlled trial on tight glucose control by intensive insulin therapy in adult intensive care units: the Glucontrol study.

PURPOSE: An optimal target for glucose control in ICU patients remains unclear. This prospective randomized controlled trial compared the effects on ICU mortality of intensive insulin therapy (IIT) with an intermediate glucose control. METHODS: Adult patients admitted to the 21 participating medico-surgical ICUs were randomized to group 1 (target BG 7.8-10.0 mmol/L) or to group 2 (target BG 4.4-6.1 mmol/L). RESULTS: While the required sample size was 1,750 per group, the trial was stopped early due to a high rate of unintended protocol violations. From 1,101 admissions, the outcomes of 542 patients assigned to group 1 and 536 of group 2 were analysed. The groups were well balanced. BG levels averaged in group 1 8.0 mmol/L (IQR 7.1-9.0) (median of all values) and 7.7 mmol/L (IQR 6.7-8.8) (median of morning BG) versus 6.5 mmol/L (IQR 6.0-7.2) and 6.1 mmol/L (IQR 5.5-6.8) for group 2 (p < 0.0001 for both comparisons). The percentage of patients treated with insulin averaged 66.2 and 96.3%, respectively. Proportion of time spent in target BG was similar, averaging 39.5% and 45.1% (median (IQR) 34.3 (18.5-50.0) and 39.3 (26.2-53.6)%) in the groups 1 and 2, respectively. The rate of hypoglycaemia was higher in the group 2 (8.7%) than in group 1 (2.7%, p < 0.0001). ICU mortality was similar in the two groups (15.3 vs. 17.2%). CONCLUSIONS: In this prematurely stopped and therefore underpowered study, there was a lack of clinical benefit of intensive insulin therapy (target 4.4-6.1 mmol/L), associated with an increased incidence of hypoglycaemia, as compared to a 7.8-10.0 mmol/L target. (ClinicalTrials.gov # NCT00107601, EUDRA-CT Number: 200400391440).

Neither Bad Apple nor Bad Barrel: How the Societal Context Impacts Unethical Behavior in Organizations

Every time another corporate scandal captures media headlines, the 'bad apple vs. bad barrel' discussion starts anew. Yet this debate overlooks the influence of the broader societal context on organizational behavior. In this article, we argue that misbehaviors of organizations (the 'barrels') and their members (the 'apples') cannot be addressed properly without a clear understanding of their broader context (the 'larder'). Whereas previously, a strong societal framework dampened the practical application of the Homo economicus concept (business actors as perfectly rational and egocentric utility-maximizing agents without any moral concern), specialization, individualization and globalization led to a business world disembedded from broader societal norms. This emancipated business world promotes a literal interpretation of Homo economicus among business organizations and their members. Consequently, we argue that the first step toward 'healthier' apples and barrels is to sanitize the larder, that is, adapt the framework in which organizations and their members evolve.Chaque fois qu'un nouveau scandale fait la une des médias, la question de savoir si le problème se situe au niveau des individus (des 'pommes isolées') ou au niveau des organisations (les 'caisses de pommes') refait surface. Ce débat tend néanmoins à sous-estimer l'influence du contexte sociétal plus large sur le comportement dans les organisations. Dans cet article, nous soutenons l'idée que les scandales éthiques dans les organisations ou parmi leurs membres ne peuvent être compris correctement sans une vision plus précise de leur contexte plus large (la 'cave à pommes'). Si dans le passé un contexte sociétal fort permettait d'adoucir les applications pratiques de l'Homo economicus (qui considère l'acteur économique comme un agent parfaitement rationnel et égocentrique cherchant à maximiser son utilité sans réflexion morale), l'individualisation et la globalisation ont conduit à un monde économique désencastré et déconnecté des normes sociales plus larges. Ce monde économique autonome promouvoit une interprétation littérale de l'Homo economicus parmi les entreprises et leurs employés. Il en résulte que le premier pas vers des pommes moins pourries passe par un assainissement de la cave, c'est-à-dire l'adoption d'un cadre socio-normatif qui permet un recadrage du contexte dans lequel les organisations économiques et leurs acteurs agissent.

Studies on populations of Lutzomyia longipalpis (Lutz & Neiva, 1912) (Diptera: Psychodidae: Phlebotominae) in Brazil

Studies were performed on five Brazilian populations of Lutzomyia longipalpis: Salvaterra (PA), São José do Ribamar (MA), Canindé (CE), Natal (RN) and Gruta da Lapinha, Lagoa Santa (MG). No morphological differences were observed that could distinguish between these populations. Homogeneity tests showed that the allopatric populations display a certain heterogeneity and that the sympatric populations, with different patterns of spots, are homogeneous. The Student-Newman-Keuls test, represented by Euler-Venn diagrams, showed a disjunction between the populations from the north/northeast and the one from Gruta da Lapinha. Genetic distances between the four populations (excluding the Canindé population) were within the range of intrapopulational differences. The Gruta da Lapinha population displayed a heterozygotic deficiency that could be a consequence of high levels of inbreeding due to cryptic habits of living in a small cave. These results do not favor the hypothesis of a L. longipalpis species complex in Brazil, and the species should be considered high polymorphic.

Current millennium biotechniques for biomedical research on parasites and host-parasite interactions

The development of biotechnology in the last three decades has generated the feeling that the newest scientific achievements will deliver high standard quality of life through abundance of food and means for successfully combating diseases. Where the new biotechnologies give access to genetic information, there is a common belief that physiological and pathological processes result from subtle modifications of gene expression. Trustfully, modern genetics has produced genetic maps, physical maps and complete nucleotide sequences from 141 viruses, 51 organelles, two eubacteria, one archeon and one eukaryote (Saccharomices cerevisiae). In addition, during the Centennial Commemoration of the Oswaldo Cruz Institute the nearly complete human genome map was proudly announced, whereas the latest Brazilian key stone contribution to science was the publication of the Shillela fastidiosa genomic sequence highlythed on a Nature cover issue. There exists a belief among the populace that further scientific accomplishments will rapidly lead to new drugs and methodological approaches to cure genetic diseases and other incurable ailments. Yet, much evidence has been accumulated, showing that a large information gap exists between the knowledge of genome sequence and our knowledge of genome function. Now that many genome maps are available, people wish to know what are we going to do with them. Certainly, all these scientific accomplishments will shed light on many more secrets of life. Nevertheless, parsimony in the weekly announcements of promising scientific achievements is necessary. We also need many more creative experimental biologists to discover new, as yet un-envisaged biotechnological approaches, and the basic resource needed for carrying out mile stone research necessary for leading us to that "promised land"often proclaimed by the mass media.

Phlebotomine sand flies in the State of Piauí, Brazil (Diptera: Psychodidae: Phlebotominae)

In 1997, 1998 and 1999 we performed several captures in the State of Piauí, in the counties of Barro Duro, Campo Maior, Castelo, Floriano, Picos, São Raimundo Nonato and Teresina. We used CDC light traps inside houses, in a primary forest and in one cave. Seventeen species were collected being Lutzomyia longipalpis, Lutzomyia samueli, Lutzomyia whitmani andLutzomyia lenti the most captured species. The genus Brumptomyia, L. whitmani, Lutzomyia sordellii, Lutzomyia carmelinoi, Lutzomyia termitophila, Lutzomyia peresi and Lutzomyia quinquefer are reported for first time in Piauí. We call the attention for the presence of L. whitmani and L. longipalpis, important vectors of leishmaniasis in various regions of South America.

Triatoma rubrovaria (Blanchard, 1843) (Hemiptera, Reduviidae, Triatominae) II: trophic resources and ecological observations of five populations collected in the State of Rio Grande do Sul, Brazil

Triatoma rubrovaria has become the most frequently captured triatomine species after the control of T. infestans in the State of Rio Grande do Sul (RS), Brazil. Isoenzymatic and chromatic studies indicate the existence of, at least, two distinct phenotypic patterns of T. rubrovaria in RS. The geographic variation noted through molecular tools may also result in distinct profiles of vectorial potentiality. In order to enhance our understanding of the bionomic knowledge of T. rubrovaria separate batches of the species were collected from different municipalities of RS distant from 72 to 332 km: Santana do Livramento (natural ecotope), Santana do Livramento (artificial ecotope), Santiago (natural ecotope), Canguçu (peridomicile) and Encruzilhada do Sul (natural ecotope). A total of 285 specimens were collected, 85 specimens kept sufficient fecal material in their guts for the precipitin analysis. The results indicated the food eclecticism for this species and the anti-rodent serum showed the highest positivity in most localities. From the total of analyzed samples, only 1.3% of unique positivity for human blood was registered, all of them for Santiago population. This reactivity to human blood may be associated to pastures activities in the field.

Schistosomiasis mansoni in Bananal (State of São Paulo, Brazil): III. Seroepidemiological studies in the Palha District

The Palha district, municipality of Bananal, State of São Paulo, Brazil, had 10.3% cases of Schistosoma mansoni diagnosed from 1994 to 2000 by coproscopy: about three times the municipality average. The immunofluorescent antibody test was used to assess gut-associated IgM antibody titers of samples from 452 inhabitants. It disclosed 129 (28.5%) positive cases. Subjects were classified according to age, sex, birthplace, and period of residence. Titers varied from 8 to 4,096 (geometric mean: 170.2). Seropositives were aged from 6 to 69 years (average: 24.5), 75% of them aged 34 or less, predominantly males (78 or 60.5%). Of all subjects, 65.7% were born and had been living in Bananal since; 24.2% came from neighboring municipalities and are residing in Bananal from two months to 89 years (average: 22.7 years). Further Kato-Katz coproscopy from 97 seropositives (geometric mean titer, 619) revealed S. mansoni eggs in 11 subjects (11.3%). Serology was deemed useful in screening subjects to be further investigated by coproscopy, considering that blood collection had better acceptance than supplying fecal samples. Higher than average serological titers may indicate new cases in endemic areas. Longitudinal studies associated with epidemiological investigation, including titer evolution are advised, as isolated data are difficult to interpret.