A publicidade segundo Sherazade : um estudo sobre o uso de narrativas na publicidade impressa brasileira

Monografia (graduação)—Universidade de Brasília, Faculdade de Comunicação, Departamento de Audiovisual e Publicidade, 2013.Contar histórias é algo quase inerente ao ser humano, que o faz desde os primórdios da humanidade. Com isso, as narrativas se inseriram basicamente em todos os espaços intelectuais humanos, alcançando também a publicidade. O objetivo desse estudo foi entender estruturalmente e acompanhar historicamente essa apropriação feita das narrativas por parte da publicidade impressa brasileira. Pela escassez de pesquisas nesse sentido, foi preciso separar o estudo em três partes. Primeiro, foi desenvolvida uma análise do discurso retórico publicitário. Na sequencia, houve a decomposição da narrativa publicitária, por meio da correlação entre o discurso publicitário e os estudos e conceitos desenvolvidos para as narrativas literárias. Assim, foi possível observar que as narrativas adquirem o papel de premissa nesse discurso, o que levou ao entendimento e aprofundamento das modificações sofridas por seu enredo, do uso de personagens estereotipadas e situações clichês, e das preferências de foco narrativo, entre diversos outros pontos. Por último, há um acompanhamento histórico das narrativas publicitárias brasileiras, desde seu início intimamente relacionado às narrativas literárias até sua estruturação atual, predominantemente cênica, deixando claro, através de sua evolução histórica, o porquê das narrativas serem tão utilizadas e também tão características da publicidade brasileira. ___________________________________________________________________ ABSTRACTTell stories is something almost inherent to the human being, who does this since the beginnings of humankind. Therewith, the narratives were inserted basically in all human intellectual spaces, reaching also the advertising. The objective of this review was to understand structurally and to track historically the appropriation of narratives by the Brazilian print advertising. Due to the lack of research related to this theme, it was necessary to separate the review in three parts. First, it was developed an analysis of the advertising rhetorical speech. In the sequence, it was done the decomposition of the advertising narrative, by the correlation between the advertising speech and the reviews and concepts developed for the literary narratives. Thus, it was possible to observe that the narratives acquire the role of premise in this speech, what brought the understanding and deepening of the modifications suffered by its plot, the use of stereotyped characters and clichés situations, and the preferences of narrative focus, among several other points. Lastly, there is a historical accompaniment of the Brazilian advertising narratives, since its beginning, deeply connected with the literary narratives, until its current organization, predominantly scenic, making it clear, through its historical evolution, the reason why the narratives are so used and so characteristic of the Brazilian advertising

Enzimas eritrocitárias dependentes das vitaminas B2 e B6, em cavalos recém-nascidos e adultos Puro-Sangue Inglês

In order to assess the Thoroughbred horses nutritional status as to riboflavin and pyridoxine, 10 adults and 30 newborns were investigated. In both adults and newborns, riboflavin intake was sufficient to meet their nutritionalneeds; however, a moderate pyridoxine deficiency was detected amongst the adult horses, but not in the newborns. This findings suggests that a pyridoxine supplementation to adult horses may be necessary to keep their nutritional poise.Com o propósito de determinar o estado nutricional de cavalos Puro-Sangue Inglês (PSI) em relação à riboflavina (vitamina B2) e à piridoxina (vitamina B6), 10 animais adultos e 30 recém-nascidos foram investigados. Foi observado um bom estado nutricional quanto à riboflavina, notando-se moderada deficiência de piridoxina nos animais adultos, mas não nos recém-nascidos. Estes fatos sugerem que os animais adultos devam receber suplementação com piridoxina

A INTERNET COMO FERRAMENTA PARA A MELHORIA DOS SERVIÇOS PRESTADOS PELAS UNIVERSIDADES FEDERAIS BRASILEIRAS

O presente artigo estuda a internet como ferramenta para melhoria dos serviços prestados nas universidades federais do Brasil a partir de uma revisão bibliográfica. Na pesquisa foi possível compreender que em razão da globalização e da desburocratização das universidades brasileiras a internet pode ser considerada uma ferramenta essencial para as universidades e para educação. O estudo foi divido nos seguintes seções: A universidade e o processo de desburocratização; A globalização; A internet e a tecnologia de informação; Serviços e serviço público na gestão universitária. Esta pesquisa pretende contribuir para as áreas da tecnologia e da educação

Induction of selective liver hypothermia prevents significant ischemia/reperfusion injury in Wistar rats after 24 hours

Purpose: To investigate the effects of induction of selective liver hypothermia in a rodent model. Methods: Seven male Wistar rats were subjected to 90 minutes of partial 70% liver ischemia and topic liver 26°C hypothermia (H group). Other seven male Wistar rats were subjected to 90 minutes of partial 70% normothermic liver ischemia (N group). Five additional rats underwent a midline incision and section of liver ligaments under normothermic conditions and without any liver ischemia (sham group). All animals were sacrificed 24-h after reperfusion, and livers were sampled for analyses. Pathology sections were scored for sinusoidal congestion, ballooning, hepatocelllular necrosis and the presence of neutrophilic infiltrates. Results: At the end of the experiment, liver tissue expressions of TNF-ɑ, IL-1β, iNOS and TNF-ɑ/IL-10 ratio were significantly reduced in the H group compared to N group, whereas IL-10 and eNOS were significantly increased in H group. Histopathological injury scores revealed a significant decrease in ischemia/reperfusion (I/R) injuries in H group. Conclusion: Selective liver hypothermia prevented I/R injury by inhibiting the release of inflammatory cytokines, preserves microcirculation, prevents hepatocellular necrosis and leukocyte infiltration, allowing maintenance of the liver architecture

Occurrence records and metadata for sand flies (Diptera, Psychodidae, Phlebotominae) collected in the lands of indigenous people in the Brazilian Amazon

In order to contribute to knowledge of the epidemiology of American cutaneous leishmaniasis (ACL) among indigenous people living in sylvatic regions, we studied the sand fly fauna collected in areas of disease transmission in the Brazilian Amazon. Our two datasets reported here are comprised of occurrence data for sand flies from the Suruwaha Indigenous Land in the state of Amazonas collected between 2012-1013, and the Wajãpi Indigenous Land in the state of Amapá collected between 2013-2014. Sand flies were collected using unbaited CDC-like light traps at various sites within each study area and were identified to species-level by taxonomists with expertise in Amazonian fauna. A total of 4,646 records are reported: 1,428 from the Suruwaha and 3,218 from the Wajãpi. These records will contribute to a better understanding of ACL transmission dynamics, as well as the distribution of insect vectors, in these areas

Rationale, study design, and analysis plan of the Alveolar Recruitment for ARDS Trial (ART): Study protocol for a randomized controlled trial

Background: Acute respiratory distress syndrome (ARDS) is associated with high in-hospital mortality. Alveolar recruitment followed by ventilation at optimal titrated PEEP may reduce ventilator-induced lung injury and improve oxygenation in patients with ARDS, but the effects on mortality and other clinical outcomes remain unknown. This article reports the rationale, study design, and analysis plan of the Alveolar Recruitment for ARDS Trial (ART). Methods/Design: ART is a pragmatic, multicenter, randomized (concealed), controlled trial, which aims to determine if maximum stepwise alveolar recruitment associated with PEEP titration is able to increase 28-day survival in patients with ARDS compared to conventional treatment (ARDSNet strategy). We will enroll adult patients with ARDS of less than 72 h duration. The intervention group will receive an alveolar recruitment maneuver, with stepwise increases of PEEP achieving 45 cmH(2)O and peak pressure of 60 cmH2O, followed by ventilation with optimal PEEP titrated according to the static compliance of the respiratory system. In the control group, mechanical ventilation will follow a conventional protocol (ARDSNet). In both groups, we will use controlled volume mode with low tidal volumes (4 to 6 mL/kg of predicted body weight) and targeting plateau pressure <= 30 cmH2O. The primary outcome is 28-day survival, and the secondary outcomes are: length of ICU stay; length of hospital stay; pneumothorax requiring chest tube during first 7 days; barotrauma during first 7 days; mechanical ventilation-free days from days 1 to 28; ICU, in-hospital, and 6-month survival. ART is an event-guided trial planned to last until 520 events (deaths within 28 days) are observed. These events allow detection of a hazard ratio of 0.75, with 90% power and two-tailed type I error of 5%. All analysis will follow the intention-to-treat principle. Discussion: If the ART strategy with maximum recruitment and PEEP titration improves 28-day survival, this will represent a notable advance to the care of ARDS patients. Conversely, if the ART strategy is similar or inferior to the current evidence-based strategy (ARDSNet), this should also change current practice as many institutions routinely employ recruitment maneuvers and set PEEP levels according to some titration method.Hospital do Coracao (HCor) as part of the Program 'Hospitais de Excelencia a Servico do SUS (PROADI-SUS)'Brazilian Ministry of Healt

Enzimas eritrocitárias dependentes das vitaminas B2 e B6, em cavalos recém-nascidos e adultos Puro-Sangue Inglês

Com o propósito de determinar o estado nutricional de cavalos Puro-Sangue Inglês (PSI) em relação à riboflavina (vitamina B2) e à piridoxina (vitamina B6), 10 animais adultos e 30 recém-nascidos foram investigados. Foi observado um bom estado nutricional quanto à riboflavina, notando-se moderada deficiência de piridoxina nos animais adultos, mas não nos recém-nascidos. Estes fatos sugerem que os animais adultos devam receber suplementação com piridoxina

Boletín del Servicio Meteorológico Nacional: Epoca 2ª Año IX Número 171 - 1960 Junio 19

Foi avaliada a viabilidade econômica de três sistemas de produção por meio da mensuração dos custos de produção e da análise dos indicadores financeiros. Os três sistemas (S1, S2 e S3), situados na fronteira oeste do Rio Grande do Sul, foram avaliados no período de outubro de 2010 a outubro de 2011. A pastagem estabelecida no S1 foi de azevém (Lolium multiflorum Lam) e trevo branco (Trifolium repens Lam); no S2, trevo branco, trevo vermelho (Trifolium pratense Lam), cornichão (Lotus corniculatus Lam), azevém e aveia preta (Avena strigosa Schreb); e no S3, azevém, cornichão, trevo branco e trevo vermelho. Os animais foram pesados na entrada e na saída das pastagens. A coleta de dados para mensuração do custo foi realizada mensalmente utilizando-se planilhas apropriadas. As produtividades foram de 369, 772 e 637kg/ha para os sistemas S1, S2 e S3, respectivamente. O S2 apresentou o maior custo total (R$2.101,59/ha), enquanto o menor foi obtido pelo S1 (R$ 1.626,93/ha). Na análise do custo operacional médio dos três sistemas, os itens que apresentaram maiores valores foram a implantação de pastagem, a energia elétrica, a manutenção da pastagem e a depreciação. Quanto às margens, os sistemas S1, S2 e S3 apresentaram, respectivamente, R$33,46, 1.162,55 e 701,01/ha para margem bruta; R$ -63,51, 955,40 e 541,05/ha para margem operacional; e R$-583,18, 291,61 e -28,99/ha para lucro total. A rentabilidade foi de -0,47, 4,37 e 3,01$ 2101.59/ha), while the lower was obtained by S1 (R$1626.93/ha). In the analysis of the average operating costs, items that showed the highest values were the establishment of pasture, electricity, maintenance of pasture and depreciation. As for margins, the systems S1, S2, and S3 were, respectively, R$ 33.46, 1162.55 and 701.01/ha for gross margin; R$-63.51, 955.40 and 541.05 ha-1 for operating margin; and R$ -583.18, -28.99 and 291.61 ha-1 for total profit. The return was -0.47, 4.37 and 3.01% and profitability was -5.94, 39.92 and 27.38% for the S1, S2 and S3 respectively. The positive result found in the financial evaluation of the three systems studied indicates the economic viability of irrigated pasture in finishing cattle. Irrigation of pasture for finishing cattle is economically feasible, however, its application should always aim high yields husbandry due to their high cost of production

Serologic survey of West Nile virus in horses from Central-West, Northeast and Southeast Brazil

Since the emergence of West Nile virus (WNV) in North America in 1999, there have been several reports of WNV activity in Central and South American countries. To detect WNV in Brazil, we performed a serological survey of horses from different regions of Brazil using recombinant peptides from domain III of WNV. Positive samples were validated with the neutralisation test. Our results showed that of 79 ELISA-positive horses, nine expressed WNV-specific neutralising antibodies. Eight of the infected horses were from the state of Mato Grosso do Sul and one was from the state of Paraíba. Our results provide additional evidence for the emergence of WNV in Brazil and for its circulation in multiple regions of the country