Feeding a lion: reference study in awarded films from the Cannes Lions Festival between 2007 and 2010

É da associação inusitada de contextos que surgem as ideias publicitárias consideradas criativas. Eco (2001) esclarece que o espectador frente a uma comunicação criativa se sente convidado a fruir e recompensado por compreender tal associação geradora de ambigüidade e somente decifrável pela posse de um conhecimento enciclopédico anterior. Este artigo aceita o desafio de identificar possíveis referências que desencadearam os processos criativos publicitários de uma amostra de quatro vencedores (Grand Prix eGold) da área Film do Cannes Lions Festival, o mais célebre festival no tocante à publicidade e criatividade. Pretende, pois, submetendo a amostra a comparações verbais e visual com prováveis inspirações, identificando em comerciais publicitários citaçõesde filmes, livros, músicas, tradições do design, obras de arte ou fatos históricos.It is the unusual association of contexts that bring to life the advertising ideas considered creative. Eco (2001) explains that the spectator facing a creative piece of communication feels invited to interpretation and rewarded by the comprehension of such association, that generated duplicity of meanings and is only fully understood by the observer who possesses a certain former knowledge. This article accepts the challenge of identifying possible references that generated creative processes in a sample formed by four commercials that won the Grand Prix or the Gold Lion in the Film area of the Cannes Lions Festival, the most celebrated festival when it comes to advertising or creativity. Therefore, this research intends to identify inferences from movies, literature, music, design, art and history in advertising commercials, by comparing the sample with probable verbal and visual inspirations.La combinación inusual de contextos produce ideas consideradas creativas en publicidad. Eco (2001) aclara que el espectador frente a una comunicación creativa se siente invitado a disfrutar esta asociación y la comprensión de la ambigüedad, descifrable sólo por poseer un conocimiento enciclopédico, es suya recompensa. En este artículo asume el reto de identificar posibles referencias que desencadenaron procesos creativos en una muestra de cuatro publicidades ganadoras (Grand Prix y Gold) de la area Film en el Cannes Lions Festival, el más famoso en materia de publicidad y creatividad. El objetivo es someter la muestra a una comparación con inspiraciones verbales y visuales para identificar en estas piezas inferencias a contenido de películas, libros, música, diseño, obras de arte o hechos históricos

THE ROLE OF ELASTOGRAPHY IN CLINICALLY SIGNIFICANT PORTAL HYPERTENSION

ABSTRACT This is a narrative review that aims to discuss the importance of elastographic methods in the evaluation of clinically significant portal hypertension (CSPH) in cirrhotic patients, where the authors propose an algorithm for evaluating these patients. In compensated advanced chronic liver disease, the goal is to prevent the development of CSPH and, in those already with CSPH, prevent the appearance of gastroesophageal varices (GEV) and other complications of portal hypertension. In compensated cirrhosis, the prevalence of GEV is 30-40%, of which 10-20% are at risk of bleeding. Therefore, using non-invasive methods would exempt the patient from the need of an endoscopy. Hepatic Elastography is a non-invasive, safe, reproducible method, available through many techniques: Vibration-Controlled Transient Elastography (VCTE), Shear Wave Elastography (SWE) and Magnetic Resonance Elastography (MRE). The Baveno VII presented the “rule of 5” for VCTE: liver stiffness measurement (LSM) ≤15 kPa and platelets >150.000/mm3 exclude CSPH, while an LSM ≥25 kPa is highly suggestive of CSPH. Also, the “rule of 4” for SWE has been proposed: patients with ≥17 kPa could be considered as having CSPH. At last, spleen stiffness measurement (SSM) has been proposed as a more specific technique to predict the presence of CSPH. In conclusion, elastography has gained prestige in the non-invasive evaluation of patients with advanced chronic liver disease by allowing prophylactic measures to be taken when suggesting the presence of CSPH

A nova alma : o declínio da utilização das mídias de massa e as tendências de mercado que mudarão a concepção de propaganda

Este trabalho analisa o declínio da propaganda nas mídias de massa e aponta tendências para a publicidade a partir de embasamento teórico e entrevistas em profundidade com profissionais da área e de áreas correlatas. As possíveis causas para a dada diminuição nos investimentos e na prática da propaganda em suas mídias mais tradicionais, bem como as expectativas para a mudança de comportamento do consumidor e suas repercussões na escolha das mídias e formatos publicitários, são analisados sob a ótica do marketing. Nesse sentido, o conceito de segmentação e interatividade são presentemente abordados. Finalmente, procurando prever possibilidades vindouras e crescentes para o mercado publicitário e anunciante, são estudadas as diversas formas promoção (parte integrante do composto de marketing), enfatizando a promoção através da propaganda e suas as mídias alternativas e criativas, muitas vezes geradas graças às novas tecnologias

Mais leões, menos zebras : mapeamento de caminhos criativos dos ganhadores da área films do Cannes Lions Festival de 2002 a 2011

O Cannes Lions Festival é o mais célebre festival mundial de publicidade, responsável por ditar tendências de mercado e consagrar profissionais e agências ganhadores de seus prêmios, os Leões. A área Films, para a qual se inscrevem as peças de audiovisual publicitário, é a fundadora do Festival e, até hoje, uma das mais cobiçadas. Ocorre, entretanto, que não há critérios publicizados ou concretos de avaliação das peças publicitárias e escolha das vencedoras, apenas um júri internacional de profissionais renomados com a orientação de premiar as propagandas mais criativas, ainda que tampouco seja estabelecido o que configura tal critério. Esta dissertação argumenta em direção a uma identidade de qualidade criativa reconhecida nos filmes vencedores do Festival, tendo como objetivo mapear e classificar as mudanças e permanências nas escolhas criativas das peças premiadas na área Films do Cannes Lions Festival entre 2002 e 2011, propondo uma visão do que é gerado pelo mercado e respaldado pela premiação. O principal critério adotado para distinguir as peças foi o relativo aos caminhos criativos escolhidos, definidos como de transgressão e/ou de ambiguidade, conceitos de Umberto Eco (1991 e 2001). O aporte teórico referente ao audiovisual é proveniente dos estudos de Jacques Aumont (1996) e Graeme Turner (1997), bem como o aprofundamento da pesquisa em publicidade se deu a partir das visões de Bigal (1999), Barreto (1982) e Domingos (2003). A submissão quantitativa de uma grande amostra de 131 comerciais vencedores a uma classificação com variáveis concernentes a audiovisual, criatividade e narrativa permitiu contabilizar os índices com maior e menor importância e constância na década e realizar cruzamentos a fim de perceber as tendências e relações entre as escolhas criativas para o audiovisual publicitário premiado ao longo do período.The Cannes Lions Festival is the most prestigious international advertising festival, responsible for setting market trends and bringing fame to professionals and agencies that receive its Lions awards. The Films area, for which are subscribed the audiovisual ads, originated the festival and still is one of the most desired. On the other hand, there are no public or concrete criteria for the advertising pieces evaluation and selection, there is only a international jury featuring well-known professionals with the sole orientation to chose the most creative pieces, even if the definition of that criteria is not established. This dissertation argues in the aim to find an identity of the creative quality recognized in the films awarded in the festival, having as main objective to map and classify the changes and permanencies regarding creative choices among the prized pieces in the Films area of the Cannes Lions Festival from 2002 to 2011 proposing a vision about what is generated by the market and appreciated by the event. The main criteria adopted to distinguish the pieces was related to creative paths chosen, defined as transgression and/or ambiguity, concepts from Umberto Eco (1991 e 2001). The theoretical background regarding the audiovisual is due to the studies of Jacques Aumont (1996) and Graeme Turner (1997), as the depth of this research when it comes to publicity is deserved to the Bigal (1999), Barreto (1982) and Domingos (2003). The quantitative submission of a numerous sample of 131 winner commercials to a variable classification concerning audiovisual, creativity and narrative enable the counting of the index with most and least importance and consistency in the decade, as well as the crossing of data in order to realize past and upcoming trends and the relations between the creative choices for the audiovisual advertising awarded during this period

Treatment of HCV infection in patients with cirrhosis

The treatment of patients with cirrhosis has the following purposes: to prevent the complications of the disease; to allow for the regression of cirrhosis; and to prevent reinfection in the graft in patients undergoing liver transplantation. When the sustained viral response is evaluated in patients with cirrhosis, especially in those with decompensated disease, it is noted to be lower than that of patients with chronic hepatitis, and with a higher possibility of complications of the treatment. Based on a review of the literature, we conclude that we should treat patients with compensated cirrhosis, probably also those with portal hypertension, and patients with decompensated cirrhosis only when included on the transplant list, as long as Child B with HCV genotype 2 (possibly 3) and preferably after clinical compensation

Transient Elastography vs. Aspartate Aminotransferase to Platelet Ratio Index in Hepatitis C: A Meta-Analysis

Background and rationale: Many different non-invasive methods have been studied with the purpose of staging liver fibrosis. The objective of this study was verifying if transient elastography is superior to aspartate aminotransferase to platelet ratio index for staging fibrosis in patients with chronic hepatitis C. Material and methods: A systematic review with meta-analysis of studies which evaluated both non-invasive tests and used biopsy as the reference standard was performed. A random-effects model was used, anticipating heterogeneity among studies. Diagnostic odds ratio was the main effect measure, and summary receiver operating characteristic curves were created. A sensitivity analysis was planned, in which the meta-analysis would be repeated excluding each study at a time. Results: Eight studies were included in the meta-analysis. Regarding the prediction of significant fibrosis, transient elastography and aspartate aminotransferase to platelet ratio index had diagnostic odds ratios of 11.70 (95% confidence interval = 7.13-19.21) and 8.56 (95% confidence interval = 4.90-14.94) respectively. Concerning the prediction of cirrhosis, transient elastogra-phy and aspartate aminotransferase to platelet ratio index had diagnostic odds ratios of 66.49 (95% confidence interval = 23.71-186.48) and 7.47 (95% confidence interval = 4.88-11.43) respectively. Conclusion: In conclusion, there was no evidence of significant superiority of transient elastography over aspartate aminotransferase to platelet ratio index regarding the prediction of significant fibrosis, but the former proved to be better than the latter concerning prediction of cirrhosis