A pr?tica publicit?ria : um olhar sobre o profissional de atendimento

Made available in DSpace on 2015-04-14T14:41:48Z (GMT). No. of bitstreams: 1 447617.pdf: 753402 bytes, checksum: 4308f96fc1939da359f7f1dc340ed28e (MD5) Previous issue date: 2013-03-25The present work investigate the advertising practice by the eyes of the client service of an advertising agency with the objective of identifying characteristics, functions, profile, professional difficulties and its appliances at the advertising work. The research describes the logical production of the advertising market and how they reflect to the client services practice. To develop the present study was chosen the evidence of the advertising agency client service because this is the professional that starts and finish the advertising campaign production and pieces. The methodology of the research is inspired in the analyses of the speech to identify the present problem at the advertising practice through client service speech and others professionals of the advertising agency collected by two techniques: written diary and deep interview. The client service director is considered the management of the agency team starting the premise that its productions routines may interfere at the advertising quality process. By the analyzed speeches the research highlights that the treatment needs today an intense professional graduation because it became an agency area that s care of the qualified professionals to execute the work that is assigned. The contrary it is a department that tends to lose its space and professional recognitionO presente trabalho busca investigar a pr?tica publicit?ria, sob a perspectiva do profissional de atendimento de uma ag?ncia de propaganda, com o objetivo de identificar caracter?sticas, fun??es, perfil, problem?ticas da profiss?o e suas implica??es no processo publicit?rio. A pesquisa descreve as l?gicas de produ??o que circulam no mercado da propaganda e como elas se refletem na pr?tica do profissional de atendimento. Para desenvolver o presente estudo, optou-se por evidenciar o atendimento da ag?ncia de propaganda, pois ? este profissional que d? in?cio e fim ? produ??o de campanhas e a pe?as publicit?rias. Como metodologia, a pesquisa se inspira na An?lise de Discurso para identificar as problem?ticas presentes na pr?tica publicit?ria, atrav?s de discursos de atendimentos e profissionais de outras ?reas da ag?ncia de propaganda, coletados atrav?s de duas t?cnicas: escrita de di?rios e entrevistas em profundidade. Considera-se o profissional de atendimento um gestor da equipe da ag?ncia, partindo da premissa de que suas rotinas de produ??o podem interferir na qualidade do processo publicit?rio. A partir dos discursos analisados, a pesquisa destaca que o atendimento necessita, hoje, de uma intensa forma??o profissional, pois se tornou uma ?rea da ag?ncia carente de profissionais qualificados para exercer as tarefas que lhe s?o atribu?das. Aqueles profissionais que reconhecerem sua import?ncia no processo e se qualificarem para isso possuem um futuro promissor no mercado. Do contr?rio, ? um departamento que tende a perder seu espa?o e seu reconhecimento profissiona

Modulation of antibiotic resistance by the essential oil of Ocimum gratissimum L. In association with light-emitting diodes (LED) lights

This study aimed to evaluate the antibacterial and antibiotic-enhancing effects of the essential oil obtained from Ocimum gratissimum L. (OEOg) alone or in association with light-emitting diodes (LED) lights. The essential oil was obtained by hydrodistillation and its chemical composition analysed by gas chromatography coupled to mass spectrometry. The antibacterial and antibiotic-enhancing activities against multiresistant strains of Staphylococcus aureus and Escherichia coli were evaluated by the gaseous contact method. The analysis of the photoinductive effect on the antibacterial activity of the OEOg and antibiotics was assessed through exposure to different LED lights (red, blue and yellow). The phytochemical analysis identified five compounds, including eugenol, as the major constituent. The OEOg caused a significant inhibition of the halo, indicating a direct antibacterial effect. Exposure to the LED lights significantly enhanced the activity of the OEOg against E. coli. On the other hand, the action of the essential oil against S. aureus was enhanced by exposure to both blue and yellow lights. The effects of LED light exposure on the activity of conventional antibiotics varied significantly according to the drug and the bacterial strain. However, most combinations of LED lights and the OEOg presented synergistic effects against resistant bacterial strains, indicating enhanced antibacterial activity. Thus, these in vitro findings suggest that both OEOg and LED lights have promising antibacterial effects. Nevertheless, further research is required to evaluate in vivo the potential of these therapies for the treatment of infectious skin diseases