Propaganda e marketing profissional: o que estamos fazendo errado? / Advertising and professional marketing: what are we doing wrong?

A propaganda e o marketing profissionais vêm sendo cada vez mais utilizados pelos médicos-veterinários que buscam ser conhecidos marcando a sua presença nas redes sociais. No entanto, alguns recursos vêm sendo utilizados de forma errada. Este trabalho mostra o panorama do marketingprofissional na Medicina Veterinária, bem como as leis que devem ser observadas.(AU)

Professional advertising and marketing have been increasingly used by veterinarians who seek to be known by marking their presence on social networks. However, some practices have been misused. This work shows the panorama of professional marketing in Veterinary Medicine, as well as the laws that must be obeyed.(AU)

Heritability of advertisement call properties of the Japanese quail / Herdabilidade de propriedades de chamada de anúncio da codorna japonesa

The objective of this study was to investigate genetic variances and covariances among features of the male Japanese quail advertisement call. Duration of the first, second and third syllable, the length of interval 1 (between the first and the second syllable), interval 2 (between the second and the third syllable) and damping (extension of the third syllable) were measured as temporal properties of the call. Spectral properties were peak frequencies of each syllable and the damping component. In this study, 1730 calls were recorded from 488 male Japanese quail. The restricted maximum likelihood procedure for repeated measurements was applied to estimate (co)variance components and genetic parameters for the examined traits. Heritability estimates of call parameters of the male Japanese quail ranged from low to high values (0.04-0.65) and they were generally higher for temporal properties than for spectral properties. Among the temporal properties of the call, the highest genetic correlation was between the first and the second syllable (0.96±0.251) while the lowest genetic correlation was between the first and the third syllable (0.03±0.231). Significant genetic correlations were generally high and positive among peak frequencies of the syllables. Despite the lack of apparent pattern, interval lengths tended to have positive correlation with spectral properties of the call, but the correlation of syllable lengths with spectral properties of the call was negative.(AU)

O objetivo deste estudo foi investigar as variâncias e covariâncias genéticas entre as características do canto de anúncio de codornas japonesas. A duração da primeira, segunda e terceira sílaba, o comprimento do intervalo 1 (entre a primeira e a segunda sílaba), o intervalo 2 (entre a segunda e a terceira sílaba) e o amortecimento (extensão da terceira sílaba) foram medidos como propriedades temporais da chamada. As propriedades espectrais foram as frequências de pico de cada sílaba e o componente de amortecimento. Neste estudo, 1730 chamadas foram registradas de 488 codornas japonesas masculinas. O procedimento de máxima verossimilhança restrita para medidas repetidas foi aplicado para estimar componentes de (co) variância e parâmetros genéticos para as características examinadas. As estimativas de herdabilidade dos parâmetros de chamada das codornas japonesas masculinas variaram entre valores baixos e altos (0,04-0,65) e foram geralmente mais elevadas para as propriedades temporais do que para as propriedades espectrais. Dentre as propriedades temporais da chamada, a maior correlação genética foi entre a primeira e a segunda sílaba (0,96 ± 0,251), enquanto a menor correlação genética foi entre a primeira e a terceira sílaba (0,03 ± 0,231). Correlações genéticas significativas foram geralmente altas e positivas entre as frequências de pico das sílabas. Apesar da falta de padrão aparente, os comprimentos de intervalo tenderam a ter uma correlação positiva com as propriedades espectrais da chamada, mas a correlação dos comprimentos das sílabas com as propriedades espectrais da chamada foi negativa.(AU)

Femvertising: publicidade entre mulheres

De maneira criativa marcas buscam o empoderamento feminino e a venda de produtos ao aplicar o Femvertising. Este trabalho analisa as formas de exposição da figura feminina em campanhas publicitárias de cerveja.(AU)

Femvertising: publicidade entre mulheres

De maneira criativa marcas buscam o empoderamento feminino e a venda de produtos ao aplicar o Femvertising. Este trabalho analisa as formas de exposição da figura feminina em campanhas publicitárias de cerveja.

Tele-education environment and didactic iconography in sexual transmitted diseases

The field of advertising has developed techniques of mass communication and rapid transmission of information. Among these techniques are slogans and iconographies. This work used such tools for educational purposes and was divided into three modules. Module 1 evaluated the use of simplified textual communication (slogans) about the subject "Sexually Transmitted Diseases". It was applied to third-year medical students, which had not taken the course on this theme. To evaluate the impact of the textual communication form (slogans), long phrases were elaborated in scientific language containing 15 topics. From these long phrases, compact phrases were developed using techniques of the advertising area for elaboration of slogans. Three forms of didactic material about that theme were developed. The first form consisted of long phrases in descriptive topics, using scientific language. The second was constituted exclusively of compact phrases in the form of slogans, and the third was composed of the combination of the two previous forms. Then, 10 multiple-choice questions were elaborated and applied in two phases. In the first phase, application occurred immediately after the reading of didactic texts; in the second phase, it happened 60 days after the reading. For statistical analysis, Snedcor's F test was used for analysis of variance, at 5% significance level. There was an increase in memorization by students who read the material containing the association between long phrases and slogans, which indicates that the latter, when used as an auxiliary model of learning, can bring significant benefits for education. Module 2 consisted of analyzing the elaboration of educational videos produced in graphic computing (called iconographies) for development of dynamic communication means. The theme "Hair Cycle" was utilized. Viability of high quantities of information in few minutes of animation could be demonstrated together with the advantage of presenting the process in a dynamic form without wasting scientific details. Module 3 presented the inclusion of slogans in educational videos produced in graphic computing about the "Hair Cycle", showing a new tool for rapid and efficient transference of data. Slogans and iconographies, when utilized in educational material, can bring significant benefits for the student's learning.(AU)