The importance of package design to Japanese consumers: The role of visual and informational elements of package design in decision making

The importance of package design as a marketing tool is growing as the competition in retail environment increases. However, there is a lack of studies on how each element of package design affects consumer decisions in different countries. The objective of this thesis is to study the role of package design to Japanese consumers. The research was conducted through an experiment with a sample of 37 Japanese female participants. They were divided into two groups and were given different tasks: one group had to choose a chocolate for themselves, and the other for a group of friends. The participants were presented with 15 different Finnish chocolate boxes to choose from. The qualitative data was gathered through observation and semi-structured interviews. In addition, data from questionnaires was quantified and all the data was triangulated. The empirical results suggest that visual elements strongly affect the decision making of Japanese consumers. Image was the most important element which acted as both, a visual and an informational aspect in the experiment. Informational elements on the other hand have little effect, especially when the context is written in a foreign language. However, informational elements affected participants who were choosing chocolates for a group of friends. A unique finding was the importance of kawaii (cuteness) to Japanese consumers.

Measuring Effectiveness of Marketing Message: The Role of Verbal, Visual and Brand Elements

The aim of this paper is to study the role of verbal, visual and brand elements while meas-uring effectiveness of marketing message. The thesis is written in the context of mobile gaming industry. The object of the study is marketing message. To achieve the aim, the main research question was formulated: How do the elements of marketing message, such as verbal, visual and brand, affect the consumer’s attitude toward the ad, emotional response and attention capture? The theory development chapter lays on three corner stones – analysis of previous litera-ture on marketing message and its elements, namely verbal, visual and brand; overview of literature on attitude formation and particularly attitude toward the ad. In addition, investiga-tion of key points of emotional response and attention capture literature finalizes the chap-ter. The empirical part consists of experiment, conducted with 27 participants. Experiment includes the self-report semantically anchored scale, measuring the attitude toward the ad, as well as autonomic measures – eye tracking (attention capture) and facial expressions (emotional response). The results of the experiment showed that the size of the brand element – the logo – has an effect on the attention capture and the overall attitude toward the ad. The bigger the logo, the more time people spend viewing it, and they realise the message is more educa-tional and factual. The measure related to the visual element – the visual complexity – in-creases the intensity of participant’s facial expression. While the measure of verbal ele-ment – the contrast between text and background colours – leads to a better attitude to-ward the ad. The higher the contrast between text and background, the more known the message appears to the viewer.

TactoColor : conception et évaluation d’une interface d’exploration spatiale du web pour malvoyants.

Nous nous intéressons, dans le cadre de cette recherche, à l’accès à l’internet des personnes malvoyantes. Plusieurs types d’outils destinés à ce public sont disponibles sur le marché, comme les lecteurs et les agrandisseurs d’écran, en fonction de l’acuité visuelle de la personne. Bien que ces outils soient utiles et régulièrement utilisés, les malvoyants (ainsi que les aveugles) évoquent souvent leur aspect frustrant. Plusieurs raisons sont citées, comme le manque d’organisation spatiale du contenu lu avec les lecteurs d’écran ou le fait de ne solliciter qu’un seul sens. La présente recherche consiste à adapter pour les malvoyants un système en développement le TactoWeb (Petit, 2013) qui permet une exploration audio-tactile du Web. TactoWeb a été conçu pour les handicapés ayant une cécité complète et n’offre donc aucune propriété visuelle. Nous proposons ici une adaptation du système pour les handicapés n’ayant qu’une déficience visuelle partielle. Nous espérons fournir à cette population des outils performants qui leur permettront de naviguer sur l’internet de façon efficace et agréable. En effet, grâce à une exploration non-linéaire (qui devrait améliorer l’orientation spatiale) et une interface multimodale (qui sollicite la vue, l’ouïe et le toucher), nous pensons réduire fortement le sentiment de frustration qu’évoquent les malvoyants. Nous avons posé l’hypothèse qu’une exploration non-linéaire et trimodale d’un site internet avec TactoColor est plus satisfaisante et efficace qu’une exploration non-linéaire bimodale avec TactoWeb (sans retour visuel). TactoColor a été adapté pour les malvoyants en ajoutant des indices visuels traduisant les composantes de la page (liens, menus, boutons) qui devraient rendre l’exploration plus aisée. Pour vérifier notre hypothèse, les deux versions du logiciel ont été évaluées par des malvoyants. Ainsi, les participants ont commencé soit avec TactoWeb, soit avec TactoColor afin de ne pas favoriser une des versions. La qualité de la navigation, son efficacité et son efficience ont été analysées en se basant sur le temps nécessaire à l’accomplissement d’une tâche, ainsi que la facilité ou la difficulté évoquée par le participant. Aussi, à la fin de chaque session, nous avons demandé leur avis aux participants, grâce à un questionnaire d’évaluation, ce qui nous a permis d’avoir leur retour sur notre logiciel après leur brève expérience. Tous ces relevés nous ont permis de déterminer que l’ajout des couleurs entraine une exploration plus rapide des pages web et une meilleure orientation spatiale. Par contre les performances très différentes des participants ne permettent pas de dire si la présence des couleurs facilite la complétion des tâches.

Visuellt & Auditivt korttidsminne

The aim of the present study was to investigate the effect of sensory modality on short-term memory recall. An exploratory, cross-sectional study was performed. A total of 119 individuals participated. There were 70 female and 49 male subjects, aged 4 to 80 years (M=34,3). The participants were presented with 12 different objects in auditory, visual or auditory/visual mode over a period of 24 seconds. The participants were then asked to recall as many of the 12 objects as possible in any order. The study took place at a day nursery, junior high schools, meetings with elderly and adults with house calls. Non-probability samples were used. The conclusion was that visual short-term memory generated the highest recollection and that adults had the highest mean on the different stimuli. A visual element is recommended at recollection.

Visuell Perception : En studie av visuella faktorer kring ett musikaliskt framträdande

The essay investigates the visual element as seen by the audience and artist to be of greatest importance to a musicalperformance. The study was conducted in the form of a field work which included doing interviews with artists, surveys of the audience and interpretive observations of live performance. The fieldwork was conducted in three different environments in which I found myself on the spot and performed the various stages included in the field work. It was done to create a surface that could be used in an essay, and through that use this material to compare and analyze my results and in the end be able to answer my questions. I started from eight different factors which all could beexperienced visually on stage. The factors were light / colors, costumes, props, effects, stage presence, attitude / image, nervousness and dance / body language. Those factors would then be examined in the various musical performances and to be answered by the audience and performers which of those factors they considered to be of great importance or small importance when it comes to visual perception in a musical context. The result was a clear statement where two factors were considered to be most crucial for a musical performance, and a clear statement in which two factors were considered by the majority to be less important. The results demonstrate a common understanding what the artist and the audience thinks is important. A result that can act as a template for what an artist should think about regarding the visual elements before an performance. My theory is my assumption that the visual elements of musical performances can play an important or decisive role, an assumption that was strengthened by my empirical experiences at a concert visit. I wanted in this essay explore and give a clear picture of what it is that artists and audiences consider to be visually crucial for a musical context

A questão visual na oftalmologia pediátrica da região de Lisboa

RESUMO: Na parte inicial incluem-se algumas notas sucintas com base no panorama científico,histórico e cultural da visão considerada segundo três abordagens - o olho (o olho humano na especificidade da sua posição filogenética, elemento anátomo-funcional básico do sistema visual ao qual o cérebro pertence), os olhos (unidades gémeas essenciais do rosto na sua actividade consensual e conjugada da binocularidade), o olhar (carregado de expressão psicológica e o seu efeito sobre o observador, sinal para o comportamento e criador de sentimentos, sedimentado em obras de arte e em formas de superstição dos povos). Segue-se a apresentação de um estudo descritivo transversal, como contribuição para o conhecimento do estado de saúde visual da população infantil da região de Lisboa e determinar factores que o influenciam. Entre Outubro de 2005 e Agosto de 2006 examinaram-se 649 crianças com idade inferior a 10 anos da Consulta de Oftalmologia Pediátrica dos Serviços de Assistência Médico-Social do Sindicato dos Bancários do Sul e Ilhas (SAMS). Colheram-se dados respeitantes a mais de 250 variáveis primárias que cobriram a maior parte dos itens do exame oftalmológico habitual. Na análise dos dados teve-se especialmente em conta a idade, com um papel decisivo nas principais fases de desenvolvimento do sistema visual. No caso das crianças de 6 a 7 anos de idade põem-se lado a lado resultados dos SAMS e das Escolas. A profusão de dados numéricos ditou a necessidade da determinação frequente da significância estatística dos resultados de subgrupos. Alguns resultados do estudo, na sua maioria do grupo SAMS: Crianças de 6-7 anos, 71,1% (SAMS) e 91,5% (Escolas) não tinham sido examinadas com menos de 4 anos. Frequência global de alterações miópicas 9,4%, de alterações hipermetrópicas 25,3%, umas e outras com variações acentuadas com a idade. Estrabismo convergente 3,9%. Ambliopia 2,6% (13/491 crianças >=4 anos de idade), mais frequente no sexo feminino, naquelas que tiveram a sua 1ª observação depois dos 4 anos e em que os pais não aderiam à terapêutica prescrita. Objectivos específicos ocuparam-se da acuidade visual e da refracção ocular. O estudo comparativo da refractometria automática sem e com cicloplegia permitiu evidenciar que o teste da acuidade visual é insuficiente, por si só, para fazer o diagnóstico correcto. A análise dos antecedentes familiares oftalmológicos demonstrou a importância do seu conhecimento e pôs em evidência, entre outras, as seguintes relações: 10 pag1.qxp 27-11-2001 18:28 Page 10 Índice Geral 11 Crianças com antecedentes de alterações miópicas têm maior frequência de diagnóstico de alterações miópicas e de refracção negativa, uma taxa mais elevada de correspondência quantitativa diagnóstico/refracção nas alterações miópicas. Estas crianças também têm, em geral, características inversas no que diz respeito a alterações hipermetrópicas. Crianças com antecedentes de alterações hipermetrópicas têm maior frequência de diagnóstico de alterações hipermetrópicas. Crianças com antecedentes de estrabismo têm maior frequência de diagnóstico de estrabismo convergente manifesto e de esodesvios no seu todo. Crianças com antecedentes familiares de astigmatismo têm maior frequência de diagnóstico de astigmatismo. Traçam-se alguns perfis oftalmológicos infantis que permitem apreciar de forma sinóptica um conjunto de parâmetros da saúde da visão. Os dados colhidos sobre a aderência dos pais à terapêutica prescrita e sobre a atitude em relação ao uso de óculos assim como os dados sobre o comportamento da criança na sala de aula e dificuldades de aprendizagem foram em geral escassos para permitirem tirar conclusões, embora mostrem indícios a investigar futuramente. Paralelamente ortoptistas e enfermeiras efectuaram um rastreio escolar da acuidade visual <0,8 e de alterações da motilidade ocular extrínseca que abrangeu 520 alunos do 1º ano do 1º ciclo do ensino básico (2005/2006) das escolas públicas da cidade de Lisboa. 101 destas crianças foram observadas no consultório da autora, umas referidas a partir do rastreio, outras como controlo deste. Quanto à acuidade visual o valor preditivo do teste negativo foi de 91% mas o do teste positivo de apenas 67% (33% de falsos positivos, consequentemente uma alta taxa de sobrerreferenciação). A qualidade do rastreio efectuado por ortoptistas foi inferior à do efectuado por enfermeiras. O rastreio não teve qualidade aceitável. Foi feito um inquérito a médicos e enfermeiros de centros de saúde sobre conhecimentos, atitudes e práticas em relação com os cuidados de oftalmologia pediátrica. Discutem-se os resultados, tiram-se conclusões e fazem-se recomendações susceptíveis de contribuir para uma melhor saúde visual das crianças. ABSTRACT: Firstly some brief remarks are made based on the scientific, historical and cultural panorama of the human vision with regard to three approaches: the eye (the human eye in its specific filogenetic place, fundamental anatomofunctional element of the visual system in interaction with the brain), the eyes (essential twin units of the face with their consensual and conjugated binocular activity), the gaze (psychologicaly overloaded, a means to express oneself and to influence the observer, a guide to other persons' behaviour, consolidated in works of art and in people's traditional superstitious believes and ways of thinking). A report is made on a cross-sectional descriptive study whose goal is to contribute to the knowledge of the level of visual health of children in the Lisbon Region and to identify factors which determine it. Between October 2005 and August 2006 649 children under 10 years were observed at the pediatric ophthalmologic consultation in the SAMS (Serviços de Assistência Médico-Social do Sindicato dos Bancários do Sul e Ilhas). Data were collected concerning more than 250 primary variables covering most itens of the usual ophthalmological examination. Special attention was paid to children's age since it plays a crucial role in main stages of visual system development. In the case of children age 6 to 7 SAMS and school results are often put side by side. On account of the great number of numerical data it was often necessary to look at the degree of statistical significancy of differencies between subgroups. Some of the study's results (mostly SAMS): Children age 6 to 7 - 71,1% (SAMS) and 91,5% (Schools) had not an ophthalmologic examination before 4 years old. Total frequency of myopic disorders 9,4%, of hypermetropic disorders 25,3%, both showing great differences between age groups; convergent strabismus 3,9%; amblyopia 2,6% (13/491 children over 3 years old), more frequent among little girls, in those with 1st examination after 4 years old and in those whose parents didn´t complied to the therapy ordered for the child. Specific objectives dealt with visual acuity and ocular refraction. The comparison of automatic refractometry without and with cycloplegy showed that visual acuity testing is often not enough for a correct diagnosis. Eye disorders in the family history proved to be a very important information. Analysis of corresponding data disclosed a lot of relationships among others: 12 pag1.qxp 27-11-2001 18:28 Page 12 Índice Geral 13 Children with a family history of myopic disorders have more frequently a diagnosis of myopic disorders and a negative refraction, a higher rate of quantitative diagnosis/refraction matching concerning myopic disorders. Those children have in general inverse characteristics regarding hypermetropic disorders. Children with a family history of hypermetropic disorders have more frequently a diagnosis of hypermetropic disorders. Children with a family history of strabismus have more frequently a diagnosis of manifest convergent strabismus and all forms of esodeviations. Children with a family history of astigmatism have more frequently a diagnosis of astigmatism. Ophthalmologic profiles are drawn allowing to take into account in a synoptic way a set of visual health parameters. Data on parents' compliance with therapy ordered for the child, and attitudes regarding child's glass wearing, as well as data on child's behaviour in the classroom and learning difficulties were as a rule too few to allow conclusions but still need more studies in the future. Orthoptists and nurses performed in the same study period a screening of visual acuity <0,8 and of ocular motility disorders addressed to children of 1srt degree of public schools (term 2005/2006) in the town of Lisbon. 520 of such children were screened. 101 of them were examined by the author in her medical office; some were refered, the others taken as a control. Regarding visual acuity the predictive value of a negative test was 91% but the predictive value of a positive test was only 67% (33% of false positive results, consequently a too high rate of overreferal). Performed by orthoptists screening quality was inferior in comparison with screening done by nurses. On the whole this screening had not the required quality. A survey on physicians' and nurses' knowledge, attitudes and practices related to pediatric ophthalmologic care was carried out in health centers. Results are discussed, conclusions drawn. Some suggestions are made aiming at a better children's visual health.

Alterações da função visual e da qualidade de vida relacionada com a saúde em indivíduos idosos

RESUMO: Introdução: A visão é um sentido fundamental na relação do indivíduo com os mais variados ambientes, sendo elemento central na funcionalidade e independência do idoso, qualquer perturbação da função visual provoca limitações na qualidade de vida. As alterações demográficas em curso caracterizam-se pelo envelhecimento progressivo da população, paralelamente constata-se um aumento da prevalência de perturbações do sistema visual com alteração da função e do funcionamento visual. Considerando que os indivíduos idosos são mais dependentes da visão, e que não existem para esta área estudos desenvolvidos em Portugal, esta investigação tem como fundamento analisar a influência que a perturbação da função visual em indivíduos com 65 ou mais anos tem na qualidade de vida relacionada com a saúde. Estudaram-se também as características sócio-demográficas dos indivíduos participantes, da saúde visual e a percepção da saúde geral, bem como identificaram se junto dos idosos participantes e de Médicos especialistas em Medicina Geral e Familiar perspectivas sobre perturbações da função visual e envelhecimento. Desenho de estudo: Estudo transversal, caso-controlo e descritivo-exploratório. Materiais e Métodos: A partir de uma população de 112 indivíduos com 65 ou mais anos, frequentadores de várias instituições de apoio social do Concelho de Loures e de idosos frequentadores/institucionalizados da Mansão de Santa Maria de Marvila, unidade orgânica da Fundação D. Pedro IV, foram incluídos no estudo 90 (80,4%). Após consentimento informado, procedeu-se à avaliação da função visual nos Laboratórios de Ortóptica da Escola Superior de Tecnologia de Saúde de Lisboa, onde também se aplicaram o Questionário de Funcionamento Visual VFQ-25 e uma questão aberta para o tipo de dificuldades de visão sentidas durante o último ano. Aplicou-se ainda, em ambiente virtual, uma pergunta aberta a Médicos especialistas em Medicina Geral e Familiar para aspectos relacionados com o diagnóstico/suspeita relativamente tardio de perturbações da função visual. Procedeu-se ao tratamento descritivo das características sócio-demográficas, da percepção de saúde geral e da saúde visual e das respostas dos idosos e dos médicos. Analisou-se a relação entre função visual e qualidade de vida relacionada com a saúde aplicando o teste não-paramétrico de Mann-Whitney. Resultados: Constatou-se que os indivíduos da amostra são maioritariamente do género feminino (71,1%), casados (41,1%), detentores de baixos níveis de escolaridade em que 63,3% apenas frequentou/concluiu o 1º ciclo do ensino básico e quase na sua totalidade reformados (88,9%). Verifica-se que 77,8% dos idosos percepciona a sua saúde geral como razoável ou boa. Da mesma forma, 86,7% dos indivíduos têm a função visual alterada devido principalmente à alteração da acuidade visual para longe (86,7%), registando-se que 65,5% dos olhos tinham uma acuidade visual igual ou superior a 5/10. Outras dimensões que contribuíram para a alteração da função visual contam-se a sensibilidade ao contraste (63,3%), estereopsia (51,1%), visão cromática (38,9%) e a motilidade ocular (25,6%). Obtiveram-se assim maiores pontuações para as diversas escalas do questionário VFQ-25 em indivíduos com função visual alterada exceptuando nas escalas actividades de perto, condução e dependência. Verificou-se portanto existir relação entre alteração da função visual e perturbação da qualidade de vida relacionada com a saúde. À questão colocada aos idosos, 42,6% não manifestou qualquer razão para que visse mal/sentisse dificuldades de visão durante o último ano. A diminuição da acuidade visual para longe/perto foi referida por 20,5% dos indivíduos, seguido pela deterioração do estado de saúde geral e ocular por 15%. As respostas do Médicos especialistas em Medicina Geral e Familiar sobre razões para a suspeita/diagnóstico relativamente tardia das perturbações da função visual, indicam a iliteracia dos idosos para a saúde da visão e semiologia ocular (34%), a baixa formação/informação dos Médicos de Medicina Geral e Familiar na área da saúde da visão (22%) e a pouca acessibilidade e resposta demorada/ineficaz dos serviços de oftalmologia do SNS (20%) como principais motivos para os assuntos questionados.Conclusões: As alterações do sistema visual com impacto na função e no funcionamento visual alteram a qualidade de vida relacionada com a saúde, devido principalmente à alteração da acuidade visual para longe. Os idosos do estudo não valorizam a saúde visual ao percepcionarem positivamente a saúde geral e a saúde visual relativamente à avaliação da função visual. É fundamental definir estratégias e programas de literacia para a saúde da visão para toda a população, não apenas destinados a idosos. Sugere-se repensar o modelo de formação base dos Médicos com especial incidência na área da saúde da visão, com necessidades sentidas de formação/informação. As respostas obtidas dos idosos e dos Médicos indicaram existir fragilidades na saúde da visão, necessário repensar o modelo de prestação de cuidados de saúde nesta área. Esta investigação permitiu ao autor uma reflexão sobre as temáticas relacionadas com o envelhecimento levando a uma mudança de atitudes e comportamento na abordagem profissional a indivíduos idosos, promovendo autonomia nas escolhas e decisões em questões de saúde, na criação de estratégias para lidar com o problema de visão e na adaptação à nova condição de saúde da visão.---------------ABSTRACT:Purpose: The vision is a fundamental sense in the individual's relationship with the most varied environments, a central element in the functionality and independence of the elderly, any disturbance of visual function causes limitations in quality of life. The current demographic changes are characterized by progressive aging of population, there has been a parallel increase in the prevalence of disorders of the visual system by changing the visual function and functioning. Whereas the elderly are more dependent on vision, and there are no studies in this area developed in Portugal, this research is based analyze the influence that the disturbance of visual function in subjects aged 65 years or more has on the health related quality of life. We studied also the socio-demographic characteristics of the subjects, the eye health and general health perception, and identified themselves with the elderly participants and medical specialists in Family General Medicine perspective on disorders of visual function and aging. Design: Cross-sectional study, case control, descriptive and exploratory. Methods: From a population of 112 people with 65 or more years, regulars of various social welfare institutions of the Municipality of Loures and elderly regulars/institutionalized the Mansion of Santa Maria de Marvila, organic unity of the Foundation D. Pedro IV, were included 90 (80.4%). After informed consent, proceeded to the assessment of visual function in the Laboratories of Orthopticsof the School of Health Technology of Lisbon, where he also applied the Visual Functioning Questionnaire VFQ-25 and an open question for the type of vision difficulties experienced during the last year. Was applied also in a virtual environment, an open question to Doctors specialists in family general medicine related to the diagnosis/suspected relatively late disturbance of visual function. We carried out the descriptive treatment of socio-demographic characteristics, perception of general health and eye health and the responses of older people and doctors. We analyzed the relationship between visual function and quality of life related to health by applying the nonparametric Mann-Whitney test. Results: We found that individuals in the sample are mostly female (71.1%), married (41.1%), holders of low levels of education in which only 63.3% frequented / completed the 1st cycle of primary and almost entirely retired (88.9%). It is found that 77.8% of the elderly perceive their general health as fair or good. Likewise, 86.7% of individuals have altered vision mainly due to the change in visual acuity away (86.7%),up to 65.5% of eyes had a visual acuity of 5/10 or greater. Other dimensions that contributed to the alteration of visual function include contrast sensitivity (63.3%), stereopsis (51.1%), color vision (38.9%) and ocular motility (25.6%). There was thus obtained the highest scores for different scales of the questionnaire VFQ-25 in patients with altered vision except for scales related to near activities, driving and dependence. It is therefore a relationship between alteration in visual function and disturbance of quality of life related to health. To question for the elderly, 42.6% expressed no reason to see evil/feel difficulty seeing over the last year. The decrease in visual acuity for distance/near was reported by 20.5% of subjects, followed by the deterioration of general health and eye for 15%. The responses of medical specialists in general practice about reasons for the suspicion/diagnosis relatively late disturbance of visual function, indicate the illiteracy of the elderly for healthy vision and ocular semiology (34%), low education/information for Doctors in the health of vision (22%) and poor accessibility and response timeconsuming/ inefficient NHS ophthalmology services (20%) as main reasons for the subjects questioned. Conclusion: Changes in the visual system with an impact on visual function and the functioning change the health related quality of life, mainly due to the change in distance visual acuity. Older people do not value the visual health perceiving the general health and eye health positively relatively of visual function. It is essential to define strategies and literacy programs for eye health for the entire population, not just for the elderly. It is suggested reconsider the model of basic training of Doctors with special focus on the health of the vision, with special needs sensed training/information. The responses of older people and doctors have indicated there is weakness in eye health, need to rethink the model of health care in this area. This research allowed the author to reflect on issues related to aging leading to a change in attitudes and behavior in professional approach to the elderly, promoting autonomy in choices and decisions in health issues, creating strategies to deal with the problem of vision and adaptation to new conditions of eye health.

An Investigation into Irish State patronage of the visual arts.

The focus of this research is in ascertaining how and why the Irish state patronises the visual arts. The framework that the state puts in place for the support of the arts influences the creation of art. The initial standpoint from which to evaluate the system is founded on the belief that art is of social good. The second source of belief is in the necessity for an autonomous setting in which it can be created. These two beliefs underpin state patronage of the arts in contemporary society. Therefore they have to be examined carefully in order to see if they hold up. This requires an investigation into the formation of value. This is undertaken by looking into the social development of western society and its influence on the placement of arts value. Establishing how arts value to society is defined provides a means by which to investigate the manner in which the state patronises the visual arts. Two case studies provide the evidence in how the state supports the arts and why it chooses to do so. The Irish Museum of Modem Art is used as an example of the state’s role in the maintenance of the canon of art. The second case study looks at the work being done by Breaking Ground. Breaking Ground is an extensive art project as an element of the regeneration process happening in Ballymun funded by the state. It provides and insight into how the state utilises art in the unification of a social group.

The spatial impact of visual distractors on saccade latency

Remote transient changes in the environment, such as the onset of visual distractors, impact on the exe- cution of target directed saccadic eye movements. Studies that have examined the latency of the saccade response have shown conflicting results. When there was an element of target selection, saccade latency increased as the distance between distractor and target increased. In contrast, when target selection is minimized by restricting the target to appear on one axis position, latency has been found to be slowest when the distractor is shown at fixation and reduces as it moves away from this position, rather than from the target. Here we report four experiments examining saccade latency as target and distractor posi- tions are varied. We find support for both a dependence of saccade latency on distractor distance from target and from fixation: saccade latency was longer when distractor is shown close to fixation and even longer still when shown in an opposite location (180°) to the target. We suggest that this is due to inhib- itory interactions between the distractor, fixation and the target interfering with fixation disengagement and target selection.

Connexin36, an Essential Element in the Rod Pathway, Is Highly Expressed in the Essentially Rodless Retina of Gallus gallus

Electrical coupling provided by connexins (Cx) in gap junctions (GJ) plays important roles in both the developing and the mature retina. In mammalian nocturnal species, Cx36 is an essential component in the rod pathway, the retinal circuit specialized for night, scotopic vision. Here, we report the expression of Cx36 in a species (Gallus gallus) that phylogenetic development endows with an essentially rodless retina. Cx36 gene is very highly expressed in comparison with other Cxs previously described in the adult retina, such as Cx43, Cx45, and Cx50. Moreover, real-time PCR, Western blot, and immunofluorescence all revealed that Cx36 expression massively increased over time during development. We thoroughly examined Cx36 in the inner and outer plexiform layers, where this protein was particularly abundant. Cx36 was observed mainly in the off sublamina of the inner plexiform layer rather than in the on sublamina previously described in the mammalian retina. In addition, Cx36 colocalized with specific cell markers, revealing the expression of this protein in distinct amacrine cells. To investigate further the involvement of Cx36 in visual processing, we examined its functional regulation in retinas from dark-adapted animals. Light deprivation markedly up-regulates Cx36 gene expression in the retina, resulting in an increased accumulation of the protein within and between cone synaptic terminals. In summary, the developmental regulation of Cx36 expression results in particular circuitry-related roles in the chick retina. Moreover, this study demonstrated that Cx36 onto- and phylogenesis in the vertebrate retina simultaneously exhibit similarities and particularities. J. Comp. Neurol. 512:651-663, 2009. (C) 2008 Wiley-Liss, Inc.

Análise comparativa do uso da tabela fonética do português brasileiro cantado por cantores argentinos com e sem o uso de um recurso áudio visual

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Design e gênero: diretrizes metodológicas para validação do uso da linguagem visual na roupa infantil

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Análise das dificuldades e viabilidades para a inclusão do aluno com deficiência visual em aulas de termologia

This article is part of a study that seeks to understand what are the main barriers and alternatives for inclusion of students with visual impairments in the context of physics education. Presents and discusses the difficulties and feasibility to include the blind for birth student in thermology’ classes. Through content analysis identifies four classes of functioning implies difficulties and feasibility. In conclusion, emphasizes the importance of creating appropriate communication environments, the inclusive function of element interactivity, as well as the need for dismissal of a segregated environment within the classroom.

Processo e produção visual do graffitti na cidade de Bauru/SP - Brasil: um estudo etnográfico

The graffiti is a calligraphic inscription or a drawn painted or engraved over a supported not normally used for this purpose. This artistic manifestation has been gaining more notoriety as an element of expression, reflection and actuation in the urban environment, since it is present in the streets and public ways reaching many observers with different repertoires and looks. This recent movement in Brazil has its first records in the early 80’s, but it is noteworthy that this event continues in an emergence process, consolidating increasingly as an artistic movement, in broad development, elaborating new technics, readjust and re-signifying its elements, re-improving and generating different values for the spaces. With the purpose to map the graffiti artists in Bauru/SP – Brazil, it was done an ethnography that allows to point some specific local characteristics; the relation between the artist and the city, and; the relation between the townsman and the graffiti.

Patient-specific finite-element simulation of the human cornea: A clinical validation study on cataract surgery

The planning of refractive surgical interventions is a challenging task. Numerical modeling has been proposed as a solution to support surgical intervention and predict the visual acuity, but validation on patient specific intervention is missing. The purpose of this study was to validate the numerical predictions of the post-operative corneal topography induced by the incisions required for cataract surgery. The corneal topography of 13 patients was assessed preoperatively and postoperatively (1-day and 30-day follow-up) with a Pentacam tomography device. The preoperatively acquired geometric corneal topography – anterior, posterior and pachymetry data – was used to build patient-specific finite element models. For each patient, the effects of the cataract incisions were simulated numerically and the resulting corneal surfaces were compared to the clinical postoperative measurements at one day and at 30-days follow up. Results showed that the model was able to reproduce experimental measurements with an error on the surgically induced sphere of 0.38D one day postoperatively and 0.19D 30 days postoperatively. The standard deviation of the surgically induced cylinder was 0.54D at the first postoperative day and 0.38D 30 days postoperatively. The prediction errors in surface elevation and curvature were below the topography measurement device accuracy of ±5μm and ±0.25D after the 30-day follow-up. The results showed that finite element simulations of corneal biomechanics are able to predict post cataract surgery within topography measurement device accuracy. We can conclude that the numerical simulation can become a valuable tool to plan corneal incisions in cataract surgery and other ophthalmosurgical procedures in order to optimize patients' refractive outcome and visual function.