ORÍGENES LESSA E A PROPAGANDA BRASILEIRA

A trajetória de vida do publicitário, jornalista, contista, novelista, romancista e ensaísta Orígenes Lessa é rica em experiência profissional e conhecimento intelectual na propaganda e na literatura. O objetivo central deste trabalho foi o de resgatar seu itinerário na propaganda, seus valores, as técnicas de publicidade por ele utilizadas, bem como suas contribuições para a evolução da propaganda brasileira. O publicitário, detentor também de ampla produção literária, foi o primeiro presidente da APP Associação dos Profissionais de Propaganda. Trabalhou em uma das primeiras agências de publicidade do Brasil, a Eclética. Começou a atuar em 1928 na multinacional General Motors, depois em agências estrangeiras, como a J.W. Thompson, e em meios de comunicação nacionais, consolidando uma carreira de 57 anos dedicados à publicidade. Adotamos o método de pesquisa histórica buscando os vínculos entre a trajetória pessoal e profissional de Orígenes Lessa e o desenvolvimento da publicidade. Privilegiamos o período das décadas de 20 e 30, época de ativa militância do publicitário na área. Destacamos sua percepção do trabalho do redator publicitário, seus valores, principais trabalhos e as repercussões dos mesmos na sociedade brasileira.(AU)

ORÍGENES LESSA E A PROPAGANDA BRASILEIRA

A trajetória de vida do publicitário, jornalista, contista, novelista, romancista e ensaísta Orígenes Lessa é rica em experiência profissional e conhecimento intelectual na propaganda e na literatura. O objetivo central deste trabalho foi o de resgatar seu itinerário na propaganda, seus valores, as técnicas de publicidade por ele utilizadas, bem como suas contribuições para a evolução da propaganda brasileira. O publicitário, detentor também de ampla produção literária, foi o primeiro presidente da APP Associação dos Profissionais de Propaganda. Trabalhou em uma das primeiras agências de publicidade do Brasil, a Eclética. Começou a atuar em 1928 na multinacional General Motors, depois em agências estrangeiras, como a J.W. Thompson, e em meios de comunicação nacionais, consolidando uma carreira de 57 anos dedicados à publicidade. Adotamos o método de pesquisa histórica buscando os vínculos entre a trajetória pessoal e profissional de Orígenes Lessa e o desenvolvimento da publicidade. Privilegiamos o período das décadas de 20 e 30, época de ativa militância do publicitário na área. Destacamos sua percepção do trabalho do redator publicitário, seus valores, principais trabalhos e as repercussões dos mesmos na sociedade brasileira.(AU)

ORÍGENES LESSA E A PROPAGANDA BRASILEIRA

A trajetória de vida do publicitário, jornalista, contista, novelista, romancista e ensaísta Orígenes Lessa é rica em experiência profissional e conhecimento intelectual na propaganda e na literatura. O objetivo central deste trabalho foi o de resgatar seu itinerário na propaganda, seus valores, as técnicas de publicidade por ele utilizadas, bem como suas contribuições para a evolução da propaganda brasileira. O publicitário, detentor também de ampla produção literária, foi o primeiro presidente da APP Associação dos Profissionais de Propaganda. Trabalhou em uma das primeiras agências de publicidade do Brasil, a Eclética. Começou a atuar em 1928 na multinacional General Motors, depois em agências estrangeiras, como a J.W. Thompson, e em meios de comunicação nacionais, consolidando uma carreira de 57 anos dedicados à publicidade. Adotamos o método de pesquisa histórica buscando os vínculos entre a trajetória pessoal e profissional de Orígenes Lessa e o desenvolvimento da publicidade. Privilegiamos o período das décadas de 20 e 30, época de ativa militância do publicitário na área. Destacamos sua percepção do trabalho do redator publicitário, seus valores, principais trabalhos e as repercussões dos mesmos na sociedade brasileira.(AU)

Vaginal Epithelium And Microflora Characteristics In Women With Premature Ovarian Failure Under Hormone Therapy Compared To Healthy Women.

To evaluate some microbiological aspects of the vaginal flora and the vaginal trophism of women with premature ovarian failure (POF) in use of oral hormone therapy. A cross-sectional study with 36 women with POF under the age of 40 years using oral hormonal therapy. They were age matched with 36 women with normal gonadal function (control group). The characteristics of the vaginal epithelium were assessed through the hormonal vaginal cytology, vaginal pH measurement and vaginal health index to identify vaginal disturbances. Vaginal microflora was evaluated by the amine test, bacterioscopy (Nugent score) and culture for fungi to identify vaginal abnormal microflora and fungi infections. Despite the fact that there were no statistical significant differences related to the cytological aspects and pH measurements, it was found that the vaginal health index was highly superior in the control group than in the POF group (23.4 ± 1.8 vs 20.8 ± 3.5), p < 0.0001 despite both groups had trophic scores. There were no statistical significance differences regarding to vaginal microflora types and fungi infection. Oral hormone therapy for young women with POF seems to be good enough to reestablish the epithelium cells, vaginal pH and microflora.

Enhanced strange baryon production in Au+Au collisions compared to p+p at root s(NN)=200 GeV

We report on the observed differences in production rates of strange and multistrange baryons in Au+Au collisions at s(NN)=200 GeV compared to p+p interactions at the same energy. The strange baryon yields in Au+Au collisions, when scaled down by the number of participating nucleons, are enhanced relative to those measured in p+p reactions. The enhancement observed increases with the strangeness content of the baryon, and it increases for all strange baryons with collision centrality. The enhancement is qualitatively similar to that observed at the lower collision energy s(NN)=17.3 GeV. The previous observations are for the bulk production, while at intermediate p(T),1 < p(T)< 4 GeV/c, the strange baryons even exceed binary scaling from p+p yields.

Expression of recombinant Araraquara Hantavirus nucleoprotein in insect cells and its use as an antigen for immunodetection compared to the same antigen expressed in Escherichia coli

Background: Antigens for Hantavirus serological tests have been produced using DNA recombinant technology for more than twenty years. Several different strategies have been used for that purpose. All of them avoid the risks and difficulties involved in multiplying Hantavirus in the laboratory. In Brazil, the Araraquara virus is one of the main causes of Hantavirus Cardio-Pulmonary Syndrome (HCPS). Methods: In this investigation, we report the expression of the N protein of the Araraquara Hantavirus in a Baculovirus Expression System, the use of this protein in IgM and IgG ELISA and comparison with the same antigen generated in E. coli. Results: The protein obtained, and purified in a nickel column, was effectively recognized by antibodies from confirmed HCPS patients. Comparison of the baculovirus generated antigen with the N protein produced in E. coli showed that both were equally effective in terms of sensitivity and specificity. Conclusions: Our results therefore indicate that either of these proteins can be used in serological tests in Brazil.

Rest energy expenditure is decreased during the acute as compared to the recovery phase of sepsis in newborns

Background: Little is known with respect to the metabolic response and the requirements of infected newborns. Moreover, the nutritional needs and particularly the energy metabolism of newborns with sepsis are controversial matter. In this investigation we aimed to evaluate the rest energy expenditure (REE) of newborns with bacterial sepsis during the acute and the recovery phases. Methods: We studied nineteen neonates (27.3 +/- 17.2 days old) with bacterial sepsis during the acute phase and recovery of their illness. REE was determined by indirect calorimetry and VO(2) and VCO(2) measured by gas chromatography. Results: REE significantly increased from 49.4 +/- 13.1 kcal/kg/day during the acute to 68.3 +/- 10.9 kcal/kg/day during recovery phase of sepsis (P < 0.01). Similarly, VO(2) (7.4 +/- 1.9 vs 10 +/- 1.5 ml/kg/min) and VCO(2) (5.1 +/- 1.7 vs 7.4 +/- 1.5 ml/kg/min) were also increased during the course of the disease (P < 0.01). Conclusion: REE was increased during recovery compared to the sepsis phase. REE of septic newborns should be calculated on individualized basis, bearing in mind their metabolic capabilities.

The accuracy of the Clock Drawing Test compared to that of standard screening tests for Alzheimer`s disease: results from a study of Brazilian elderly with heterogeneous educational backgrounds

Background: Although the Clock Drawing Test (CDT) is the second most used test in the world for the screening of dementia, there is still debate over its sensitivity specificity, application and interpretation in dementia diagnosis. This study has three main aims: to evaluate the sensitivity and specificity of the CDT in a sample composed of older adults with Alzheimer`s disease (AD) and normal controls; to compare CDT accuracy to the that of the Mini-mental State Examination (MMSE) and the Cambridge Cognitive Examination (CAMCOG), and to test whether the association of the MMSE with the CDT leads to higher or comparable accuracy as that reported for the CAMCOG. Methods: Cross-sectional assessment was carried out for 121 AD and 99 elderly controls with heterogeneous educational levels from a geriatric outpatient clinic who completed the Cambridge Examination for Mental Disorder of the Elderly (CAMDEX). The CDT was evaluated according to the Shulman, Mendez and Sunderland scales. Results: The CDT showed high sensitivity and specificity. There were significant correlations between the CDT and the MMSE (0.700-0.730; p < 0.001) and between the CDT and the CAMCOG (0.753-0.779; p < 0.001). The combination of the CDT with the MMSE improved sensitivity and specificity (SE = 89.2-90%; SP = 71.7-79.8%). Subgroup analysis indicated that for elderly people with lower education, sensitivity and specificity were both adequate and high. Conclusions: The CDT is a robust screening test when compared with the MMSE or the CAMCOG, independent of the scale used for its interpretation. The combination with the MMSE improves its performance significantly, becoming equivalent to the CAMCOG.

Mechanical and tribological properties of a sintered glass-ceramic compared to granite and porcelainized stoneware

Mechanical and tribological properties of a partially crystallized sintered glass-ceramic were compared to two commercial floor tiles: black granite and porcelainized stoneware. Mechanical properties, hardness and elastic modulus were evaluated by instrumented indentation. Friction coefficient and wear characterization were evaluated using a reciprocating ball-on-flat tribometer in two controlled environments: air with relative humidity of 53% and under running water at 23 degrees C. The sintered glass-ceramic and porcelainized stoneware presented similar mechanical and tribological properties. Regarding the mechanical and tribological properties, the results suggest that this glass-ceramic is suitable to be used as industrial tile. (C) 2011 Elsevier B.V. All rights reserved.

Corrosion behavior of Eurofer 97 and ODS-Eurofer alloys compared to traditional stainless steels

In the present work, the corrosion resistance of ferritic-martensitic EUROFER 97 and ODS-EUROFER steels was tested in solutions containing NaCl or H(2)SO(4) and KSCN, both at 25 degrees C. The results were compared to those of AISI 430 ferritic and AISI 410 martensitic conventional stainless steels. The as-received samples were tested by electrochemical techniques, specifically, electrochemical impedance spectroscopy, potentiodynamic polarization curves, and double-loop electrochemical potentiokinetic reactivation tests. The surfaces were observed by scanning electron microscopy after exposure to corrosive media. The results showed that EUROFER 97 and ODS-EUROFER alloys present similar corrosion resistance but lower than ferritic AISI 430 and martensitic 410 stainless steels.

Competitiveness of Brazilian sugarcane ethanol compared to US corn ethanol

Corn ethanol produced in the US and sugarcane ethanol produced in Brazil are the world`s leading sources of biofuel. Current US biofuel policies create both incentives and constraints for the import of ethanol from Brazil and together with the cost competitiveness and greenhouse gas intensity of sugarcane ethanol compared to corn ethanol will determine the extent of these imports. This study analyzes the supply-side determinants of cost competitiveness and compares the greenhouse gas intensity of corn ethanol and sugarcane ethanol delivered to US ports. We find that while the cost of sugarcane ethanol production in Brazil is lower than that of corn ethanol in the US, the inclusion of transportation costs for the former and co-product credits for the latter changes their relative competitiveness. We also find that the relative cost of ethanol in the US and Brazil is highly sensitive to the prevailing exchange rate and prices of feedstocks. At an exchange rate of US$1=R$2.15 the cost of corn ethanol is 15% lower than the delivered cost of sugarcane ethanol at a US port. Sugarcane ethanol has lower GHG emissions than corn ethanol but a price of over $113 per ton of CO(2) is needed to affect competitiveness. (C) 2010 Elsevier Ltd. All rights reserved.

The influence of crucible material on the DSC thermal analysis compared to freeze-drying microscopy results

The aim of this study was to investigate the influence of different crucible materials on the thermal analysis of binary systems. The thermal properties of two distinct solutions were measured both by Differential Scanning Calorimetry (DSC) and freeze-drying microscopy and the results were compared. The glass transition of the maximally freeze-concentrate (T (g)`) and the eutectic melting temperature (T (eut)) were not influenced by the crucible material. However the heat of fusion (Delta H) involved during the T (eut) as well as the Delta C (p) involved during the T (g)` of the solutions were affected.

Leadership Attributes and Cultural Values in Australia and New Zealand Compared: An Initial Report Based on GLOBE Data.

This paper reports a comparative study of Australian and New Zealand leadership attributes, based on the GLOBE (Global Leadership and Organizational Behavior Effectiveness) program. Responses from 344 Australian managers and 184 New Zealand managers in three industries were analyzed using exploratory and confirmatory factor analysis. Results supported some of the etic leadership dimensions identified in the GLOBE study, but also found some emic dimensions of leadership for each country. An interesting finding of the study was that the New Zealand data fitted the Australian model, but not vice versa, suggesting asymmetric perceptions of leadership in the two countries.

Evaluation of an immunoassay (EMIT) for mycophenolic acid in plasma from renal transplant recipients compared with a high-performance liquid chromatography assay

Mycophenolic acid is an immunosuppressant administered as a bioavailable ester, mycophenolate mofetil. The pharmacokinetics of mycophenolic acid have been reported to be variable. Accurate measurement of concentrations of this drug could be important to adjust doses. The aim of this study was to compare the enzyme-multiplied immunoassay technique (EMIT [Dade Behring; San Jose, CA, U.S.A.]) for mycophenolic acid with a high-performance liquid chromatographic (HPLC) assay using samples collected from renal transplant recipients. The HPLC assay used solid phase extraction and a C18 stationary phase with ultraviolet (UV) detection (254 nm). The immunoassay required no manual sample preparation. Plasma samples (n = 102) from seven patients, collected at various times after a dose, were analyzed using both methods. Both assays fulfilled quality-control criteria. Higher concentrations were consistently measured in patient samples when using EMIT. The mean (+/- standard deviation [SD]) bias (EMIT-HPLC) was 1.88 +/- 0.86 mg/L. The differences in concentrations were higher in the middle of a dosage interval, suggesting that a metabolite might have been responsible for overestimation. Measurement of glucuronide concentrations by HPLC demonstrated only a weak correlation between assay differences and glucuronide concentrations. If the crossreacting substance is active, EMIT could provide a superior measure of immunosuppression; if inactive, further work is needed to improve antibody specificity. In conclusion, it was found that EMIT overestimates the concentration of mycophenolic acid in plasma samples from renal transplant recipients compared with HPLC analysis.

Differences in the post-translational modifications of human papillomavirus type 6b major capsid protein expressed from a baculovirus system compared with a vaccinia virus system

Virus-like particles (VLPs) are being currently investigated in vaccines against viral infections in humans. There are different recombinant-protein-expression systems available for obtaining the necessary VLP preparation for vaccination. However, the differences in post-translational modifications of the recombinant proteins obtained and their differences in efficacy in eliciting an anti-viral response in vaccines are not well established. In this study we have compared the posttranslational modifications of human papillomavirus type-6b major capsid protein L1 (HPV 6bL1) expressed using recombinant baculovirus (rBV) in Sf9 (Spodoptera frugiperda) insect cells, with the protein expressed using recombinant vaccinia virus (rVV) in CV-1 kidney epithelial cells, Two-dimensional gel electrophoresis of biosynthetically labelled rBV-expressed HPV 6bL1 showed several post-translationally modified variants of the protein, whereas rVV-expressed HPV 6bL1 showed only a few variants. Phosphorylations were detected at threonine and serine residues for the L1 expressed from rBV compared with phosphorylation at serine residues only for the L1 expressed from rVV. HPV 6bL1 expressed using rBV incorporated [H-3]mannose and [H-3]galactose, whereas HPV 6bL1 expressed using rVV incorporated only [H-3]galactose. We conclude that post-translational modification of recombinant HPV 6bL1 can differ according to the system used for its expression. Since recombinant L1 protein is a potential human-vaccine candidate, the implication of the observed differences in post-translational modifications on immunogenicity of L1 VLPs warrants investigation.