RCAAP Repository

In this project, some advertising pieces of the beers Bohemia, Kaiser, Schincariol, Brahma, Skol, Primus and Santa Cerva have been analyzed in order to investigate the social class of people these beers are target at and how the messages interact with the consumer to persuade him to consume a determined product depending on the social class he belongs to. A verbal and non-verbal study was proceeded to prove the difference between the Bohemia advertising and the other beers. The analysis relies on the proposal of several scholars such as Bahktin, Barthes, Pierce, Halliday, Maingueneau, and Vestergaard among others. In this analysis the aim was to show as the Bohemia beer messages fix themselves in its superiority, marking itself for the setting in a target-public of people with a refined taste, who aren t influenced by the easy and rude appeals but who bear in mind the qualities, the tradition and the sophistication. In the selected pieces of these two groups the genre, the interaction between the enunciator and the enunciate, the language functions, the language figures were analyzed. After the analysis, several features that strongly differentiate the publicity nature of the two groups were distinguished. Firstly, Bohemia puts itself as a queen, the most perfect in every sense in its preparation, in its layout, always exalting its supremacy and the elegance of its consumer, investing in more subtle, discreet, with sober colors advertising pieces, which are directed to intelligent and cultured people who don t get satisfied with the trivial. The aim focused is the quality of the consumer. The other beers, resort to half-naked women, strong colors, easy pleasure atmosphere which persuades to the idea that everyone can and must drink the product the focus is clearly to achieve the mass of the beer consumers.

In Brazil, we are around 170.000.000 Brazilians. A number about 3% of Brazilian population would get benefits with researches involving stem cells, as science promises. In this work we deal with life of 5.000.000 people without measuring the number of unborn which are in labs. The law that treats Brazilian biosecurity is law 11.105/05, however this law assails constitutional laws. Considering the Magna Carta the maxim law in our nation, this work treats the inconstitutionabilty of this biosecurity law cause by some aspects like using embryos as human cavies to foment researches as it says the article 5º of the law 11.105/05, which assails the constitutional right to life inserted at this article of the C.F. Keeping human lives in labs, considering that the surplus embryos are frozen, attacks the dignity of human beings, as it says the article 1º inc. III C.F and rejecting embryos which are frozen for more than three years is also figured an attempt against life and dignity of the human being, article 1º inc. III C.F. We argue the researches with stem cells: cells of embryos which presents the capability of overcoming in cell of any tissue of the organism, as we believe that it would be necessary to sacrifice the human embryos concepted in vitro and it takes us to a legal and ethic issue. The ethic values important to legal protection were discussed in the promulgation of Federal Constitution in 1998. Such values of human life are clausulas petreas of our Magna Carta and in order to revise these questions, only a new constitution would be able to. While developing this work, we will analyze the foreign law, the scientific, philosophical and religious values that figurate the ethic values inserted in legislation and which in a great number defend life, the human being and the fraternity between humans, as well the scientific theories as the Conception Theory, Nidaton Theory, Formation Theory of rudiments and juridical laws as the Natality Theory, Conditional Theory and Conceptions Theory.

Instituto Presbiteriano Mackenzie

Assunto: Diante da redução na captação de novos alunos em uma Instituição de ensino Superior (IES) localizada na região noroeste do estado de São Paulo, apresenta-se, neste estudo, a proposição de estratégias para lidar com um determinado problema, mitigando seus efeitos de modo a promover a retomada do desenvolvimento de negócios desta organização. Aplicação: Nas etapas de análise das condições encontradas, o diagnóstico e proposição de estratégias alternativas para lidar com a situação, bem como sua execução, contou-se com o envolvimento dos gestores membros da equipe de coordenação e da Diretoria Executiva da IES, conferindo o caráter aplicado do projeto. Inovação: A inovação se faz presente como uma das características do projeto pela identificação e proposição de novas estratégias, procedimentos e canais de relacionamento comercial, acentuando a tradição da instituição em oferecer metodologias de ensino diferenciadas em relação a seus principais concorrentes. Impacto: O projeto potencializa as condições para criação de valor a diversos stakeholders da instituição em foco, pois a retomada do ritmo de conquista de novos alunos e as estratégias adotadas para torná-los mais motivados e envolvidos tende a ampliar sua percepção de valor, pelos diferenciais oferecidos pela IES, proporcionando-lhe ganhos tangíveis e intangíveis, tais como o aumento de receitas e maior visibilidade, fortalecendo sua reputação perante o mercado. Complexidade: O projeto lida com a complexidade característica de processos de mudanças, inclusive estruturais, em uma organização sob controle acionário e de gestão tipicamente familiar, em que o processo decisório é influenciado pela tradição e aprendizado adquirido ao longo de gerações, enfrentando desafios decorrentes da competição regional acirrada. Metodologia Aplicada: Adotou-se como referência metodológica, a proposta de Marcondes, Miguel, Franklin e Perez (2017) para a resolução de problemas organizacionais. Principiou-se pelo entendimento da situação, efetuou-se a análise e diagnóstico que embasou a proposta de soluções e, a seguir, efetuou-se a estimativa dos recursos necessários e estabeleceu-se um plano de ações para colocar as estratégias propostas em prática. Nos passos seguintes, procedeu-se à intervenção para implementação e a análise dos resultados esperados e obtidos.

As explosões emocionais (EE) são episódios breves de acessos de raiva desproporcionais em relação à situação ou contexto em que elas ocorrem e frequentes em pessoas com transtornos graves do neurodesenvolvimento. O presente estudo teve como objetivo geral executar o processo parcial de tradução e adaptação cultural do instrumento Emotional Outburst Questionnaire para a língua portuguesa do Brasil. O instrumento de coleta de dados foi a versão em português do Emotional Outburst Questionnaire (Questionário de Explosão Emocional) que avalia a frequênci ae duração de topografias comportamentais indicativas de EE, padrões emocionais durante a EE, tempo de recuperação da EE, fatores ambientais e fisiológicos desencadeadores de EE e eficácia de estratégias de controle para acalmar as EE. O estudo foi conduzido em quatro fases: a) Tradução, síntese da tradução e adaptação cultural do instrumento para a língua portuguesa do Brasil, b) Avaliação do instrumento traduzido por uma amostra de público-alvo, c) Retrotradução, d) Estudo- Piloto em amostra composta por 359 pessoas com Transtorno do Espectro Autista (TEA), Síndrome de Down (SD) e Deficiência Intelectual (DI) entre 6 e 25 anos, ambosos sexos com idade média=10,41, desvio padrão=0,42. Os principais resultados das primeiras três etapas foram: alterações feitas para fins de adaptação cultural se basearam em critérios de equivalência idiomática e a conceitual e, de 11 termos que demandaram ajustes, apenas dois foram totalmente modificados e os demais parcialmente modificados. Na avaliação dos itens, instruções e escala de resposta pelos sete participantes do público-alvo não houve sugestão de mudanças. Na etapa de retrotradução predominaram os ajustes de tipo semântico e idiomático em 38 palavras ou frases com ajustes da versão final em português comparada com a versão original em inglês. Os principais resultados encontrados no estudo piloto foram que as topografias de EE mais graves apresentadas em maior frequência na amostra de 359 participantes são “vocalizações não verbais”, “evitação”, “ignorar ou não falar com certas pessoas”, “atividade motora aumentada” e “resposta fisiológica aumentada”, sendo a ocorrência de 4 a 6 vezes a cada 10 explosões. A duração de EE mais graves(58%) e menos graves (20,89%) foi pequena de menos de 5 minutos, seguida de 34,81% da amostra com EE mais graves e 59,94% com EE menos graves apresentaram duração de 5 a 15 minutos. Foi verificada associação estatisticamente significativa entre a frequência geral de EE e a condição diagnóstica (TEA, SD e DI) . O teste qui-quadrado de independência mostrou associação entre alguns tipos de frequência das EE e a condição diagnóstica (x2(24) = 46,840; p=0,004). De acordo como Índice V de Cramer a associação foi, de aproximadamente 20,9% (V de Cramer =0,209; p=0,004). Os participantes com TEA tem uma tendência maior a ter EE uma vez por semana e as pessoas com DI tem uma tendência maior a ter EE 2 a 3 vezes por mês. O mesmo teste verificou associação de frequência com a idade (6 a 11 anos, 12 a 16 e 17 a 26 anos). O Índice V de Cramer mostrou associação de, aproximadamente 28% (V de Cramer =0,280; p=0,00). Crianças entre 6 e 11 anos têm uma tendência maior a ter EE uma a três vezes por semana e pessoas acima de 17 anos as têm uma vez por mês (x2(16)= 56,267; p=0,00). Os resultados do estudo mostram propriedades psicométricas adequadas para uso em contexto de pesquisa e contexto clínico no Brasil.

Este relatório tem como objetivo apresentar o embasamento teórico necessário para o desenvolvimento e construção de uma grande reportagem on-line, organizada em forma de portal. O produto em questão leva ao leitor dez entrevistas, com cinco especialistas e cinco personagens sobre a temática da gestão do futebol brasileiro, isto é, os aspectos extracampos deste esporte. Além disso, há uma estruturação de décadas (1970 a 2010) com os avanços do futebol brasileiro fora das quatro linhas. Desta forma, para a execução da peça, a busca por referências de autores que já tinham trabalhado sobre tais assuntos foi essencial, assim como a evolução da gestão neste esporte no país, a economia do futebol brasileiro e até mesmo a realização de uma grande reportagem on-line. O relato também mostra todo o planejamento feito para a produção do portal, bem como sua execução prático e os resultados finais. No trabalho, o processo de captação de fontes, redação e edição tem seus detalhamentos. Todas as alterações necessárias para a realização do projeto ao longo do período de criação também são representadas.

This study aims at analyzing the equality's principle incidence in applying the law and of legal precedent, when the same judge or Court and the Tribunals, mainly the Higher Courts because they have the mission of uniformizing the national jurisprudence - they decide similar causes in a different form. This divergence does not agree with the State model, with the Constitution and with the objectives of the Republic, besides violating rights and fundamental warranties. Leibholz and Radbruch formulate concepts of Right, it Executes and Equality. The economical, social, politics and cultural inequalities hinder the access to justice and the fair jurisprudence, leaving the less favored people that are the most needy more exposed to situations that claim for justice. The national development is inclusive and any project towards this end should take into account this characteristic. The legitimacy is essential to the political, social and economical democracy of any nation. The principle of equality is, as well said Radbruch, the core of Justice. When the equality is violated, the Right and the Justice should be reestablished. The judges are committed ethically with their decision. To modify it when one is confronted before another case, however, equal to the appreciated case, you should justify in a well-grounded, reasonable and rational report the reasons for the which you decided to amend your point of view, also demonstrating that such amendment is supported on previous doctrinaire positions and that this new way of thinking will be adopted for all of the future cases, in such a way to not characterize ad personam judgment, violating the principle of equality, natural judgment, impartiality duty, due legal process and other warranties and fundamental rights. Once the violation of that right and the citizen's fundamental warranty has been proved, the citizen may set in motion the Interamerican Court for Human Rights, so that the Brazilian State shall repair the damage that has been caused to the citizen by the non-complied promise. The disrespect to the rules of the game leads to an extremely serious situation, because only the State of Exception that may even come to contradict the idea of Right although in theory, because the Interamerican Court has been already positioned with restrictions to that idea, to suspend the citizen's fundamental rights and warranties. The principle of equality, therefore, inspires the internal jurisprudence and the whole framework of the International Law of Human rights, falling to the State to long lasting zeal for its full application.

Fundo Mackenzie de Pesquisa

Universidade Presbiteriana Mackenzie

The objective of the paper was to develop an academic record with an alternative that can be used and support other companies and professionals, to better administer software licenses in cloud computer from the point of view procedural, technological, theoretical and tooling largely used that allow a better understanding of cause and effect, problem and solution in the context of software as a service (SaaS) companies. The scope is in the improvement of the management of software licenses and the company Linx has been selected, which offers systemic solutions for the retail segment. The records followed a methodology for practical and applied work, and the concepts cover the context investigated, the understanding of the problem, the diagnosis and the solution. A company mapping was conducted to explore the software license management process and it was discovered that the control of license fees was not effective. There were cases of consumers using more licenses than they were actually hired. The complexity surrounding the project is directly related to the mapping of the wide range of license management forms of each software, since the companies before their acquisition had their own management and control engines that mostly did not fully address the necessary controls and validations. The work proposes a creative and innovative way to make licensing control more centralized, based on cloud computing, mitigate or reduce the risk of economic value, reduce the costs involved in the current operation, eliminate incidents in billing and collection sales, allow for standardization and scale gains in new mergers and acquisitions at Linx operation.

The right to health is a fundamental right enshrined in the Brazilian Social and Democratic Constitution of the State of Law. Social rights are characterized by being rights that require positive actions of the state, established through the provision of services that tend to reduce social and regional inequalities, which are objectives of the State. Thus, the right to health must be ensured through public policies. The public policy of access to medicines is inserted as an instrument for ensuring the right to health. The "judicialização" of the National Drug Policy (PNM) is related to the subjective right to health and the implementation of this right. The paper concludes there are positive findings with respect to PNM, in terms of steps to be followed in the preparation, implementation, monitoring and evaluation of public policies; as compliance with the principles of health decentralization, progressivity in relation to additional products in the list of the National List of Essential Medicines (Rename), as well as financial resources to execute their purpose. Criticisms to be raised concern the lack of goals to be achieved, lack of objective indicators that allow assessment of the PNM results. It also raises the question of the decisions' legitimacy, in view of the absence of popular participation. There also, the institutionalization of popular participation in the sense of decision-making processes of the PNM's control and surveillance. The intense action of Justice in this area suggests that there are flaws in the disclosure of the Rename, but also on the effective availability of medicines at health unities responsible for dispensing them.

The objective of this work was to introduce the data-driven decision to Itaú Personnalité. Thus, an opportunity was identified, which was the use of data related to care, which had been underutilized. It was an innovative activity in the company. Initially, Itaú Unibanco and its business are presented, highlighting its strategic fronts. The historical context of Itaú Personnalité has been demonstrated since its inception, highlighting the historical moment that justifies the generation and storage of data, until the present moment where the opportunity is showing. For their understanding, a proof of concept was implemented, which demonstrated the potential of the data and, subsequently, possible scenarios were listed for its use. Due to the complexity of the decision, the decision support system was used SuperDecisions, (based on the mathematical principles of the AHP-Analytic Hierarchy Process) To choose the scenario, which resulted in the hiring of data scientists, in a joint program with the Technological Institute of Aeronautics (ITA). To implement the solution, we used the process CRISP-DM (CRoss Industry Standard Pro-cess for Data Mining) to validate a predictive model in the selection of potential customers to offer life insurance, which demonstrated its applicability. It is estimated, thus, an operating revenue gain of R$8 million with a first strategy and a total of R$20 million for three initial projects. Finally, we conclude the work demonstrating that the introduction of data strategies in the management and decision making of Personnalité opens the possibility of new applications for the data infrastructure for other segments of Itaú.

O jornalismo esportivo no Brasil não se resume apenas em futebol e televisão. Hoje em dia, a modernidade obriga o jornalismo a migrar para a internet e acompanhar o crescimento de esportes que antes não tinham tanta visibilidade, como os eletrônicos, que cresceram e se desenvolveram também na web. Então qual a relação entre jornalismo e e-Sports? O trabalho em questão tem o objetivo de responder o porquê das duas áreas se complementarem, uma vez que o jornalismo em crise precisa dos esportes eletrônicos para abrir uma nova oportunidade de trabalho e os e-Sports precisam do jornalismo para se expandir e atingir todas as camadas da sociedade. O desenvolvimento do site mostra que tratar os e-Sports como “esporte” é um dever da profissão, o que acarretará também na quebra do preconceito que existe no universo de games. Ao mesmo tempo, o trabalho expõe a grandiosidade que já se tornou esse mercado e o potencial futuro que o mesmo carrega.

Industry 4.0 is characterized by integrated systems with digital technology providing efficiency, productivity and safety, as well as new products and development the technology itself. Combining technologies with the Internet, companies will be able to offer services other than that we are already used to, resulting in better services. The effects of the digital economy are global, knowledge and ideas being quickly transferred, multiplication of physical products or services, and the speed of this transformations affect taxation. In the digital age the main asset is the intellectual capacity, knowledge is what adds value, contrary to industrial capitalism where the asset were machinery and tangible goods. The digital world has brought business disintermediation, virtualization of transactions and made global distance irrelevant. The new industrial revolution is not limited to the industrial processes of a factory, it also brings opportunities for the tax administration to develop technologically and improve its structures, exchange of information between different jurisdictions and methods to ensure collection. It would be possible that this new industry, with artificial intelligence, big data and analytics reduces the judicial demand and mistakes made by misguided tax planning. In order to meet the nation’s financial needs, the tax system in the new economy must be revised, instead of minor legislative changes and tax administration impositions, as it has been done in recent years. National initiatives for industrial development will not be enough without a tax overhaul that would make Brazil able to compete with global and more advanced economies in this regard, including reducing bureaucracy.

Fundo Mackenzie de Pesquisa

This paper analyzes the evolution of the treatment given to international insolvencies processes in Brazil, the various mechanisms of international cooperation that have been created in order to promote a more reasonable and economically efficient system of international bankruptcy cases for the collection and distribution of assets also demonstrate the need to adapt the models of coordination of insolvency procedures with international connection to the underdeveloped and developing countries. Thus, in the first chapter of this article is dealt the urgency and relevance of the debate involving the adoption of norms for the coordination of insolvency processes with international connection in Brazil. Then, in Chapter 2 sets out the principles applicable to International Insolvency Law and the main models of international cooperation in insolvency proceedings with international connection. Then, in the third chapter, the history and treatment of international insolvency law in Brazil, by analyzing the current and applicable national laws and by analyzing the largest case of judicial recovery (bankruptcy protection) of the country - the case of the OGX Group. Finally, it is pointed out the national trend towards the adoption of a universalist model for the coordination of international insolvency proceedings with connection in Brazil, dealing with the Draft Laws in process before the Federal Senate and the Chamber of Deputies, being, finally, exposed The main issues in the ipsis literis adoption of a universalist model by an underdeveloped country. This article seeks to demonstrate, the need to adapt the models of insolcency procedures with international connection to the underdeveloped and developing countries, and the need Brazil to create norms for the coordination of judicial recoveries and transnational bankruptcies that are aligned with the Constitutional task of transforming economic structures to overcome underdevelopment. The importance of this article in the corporate world is to provide greater stability and legal security between the commercial relations of the countries, providing the increase of their economic relations and taking care of the new aspects of the market, globalization and the modern world.

With the growth of social media in recent years, there has been an increase on the interest in the automatic characterization of users based on the informal content they generate. In this context, the labeling of users in demographic categories, such as age, ethnicity, origin and race,and the investigation of other attributes inherent to users, such as political preferences, personality and gender expression, has received a great deal of attention, especially based on Twitter data. The present work focuses on the task of gender classification by using 65 textual meta-attributes, commonly used in text attribution tasks, for the extraction of gender expression linguistic cues in tweets written in Portuguese.The work takes into account characters, syntax, words, structure and morphology, as well as selected psycolinguistic cues of short length, multi-genre, content free texts posted on Twitter to classify author's gender via four different machine-learning algorithms. The proposed meta-attributes in this process are also evaluated.

Halloween is a foreign cultural manifestation that is taking place in Brazil, mainly in schools and in business. Initially introduced by English schools and little by little it is popularizing itself in the country. Today, not only the schools commemorate the date. The commemorations are carnivalization and for carnivalization we understand as a deviation of the cultural manifestation on the cultural fact, accordingly to the concept theorized by Bakhtin. Another important concept for this research is the multiculturalism and its relation with education. The goal of this paper is to analyze these concepts and its applicability to the reality manifested in a school atmosphere. The research makes use of this problem and sees how this carnivalization of the commemorations occurs according to the teachers' and students perceptions in a community typically paulistana and presents the hypothesis that these celebrations start with elements peculiar to the national culture and with the process of carnivalization of other cultures. For that reason we deal with carnivalization and multiculturalism concepts related with the education specifically in schools with a juvenile public.

The last 30 years in Brazil have brought a notable stimulus to selfcomposition. The intention of progressing the consensual mechanisms for solving controversies, especially from 2006 onwards, due to the implantation of the Movement for Conciliation in the National Council of Justice, as well as the initiatives of the Ministry of Justice's Secretariat for the Reform of the Judiciary, is a notable fact. In this regard, CNJ resolution no. 125/2010 establishes the “national judicial policy for the proper treatment of conflicts of interest within the scope of the Judiciary”, dividing the Brazilian multiport system into three sectors of conflict resolution: i) preprocedural; ii) procedural iii) the citizenship sector. In the context of this evolution, the study of the real implementation of the Pre-Procedural Conflict Resolution Sector is the issue of this thesis, for which the following hypothesis is formulated: conciliation in a pre-procedural moment must be enforced by the mandatory attribute ( appearing as a condition for the feasibility of the lawsuit), being compatible with the principle of nonobviation of jurisdiction, in order to relieve the traditional procedural structure, optimizing the access to justice. Therefore, it aims to sustein the pre-procedural conciliation as a condition for the feasibility of the lawsuit, in matters susceptible of self-composition, integral to the adequacy that susteins the interest to act, in the matter of necessity, which is the general objective of this thesis. The main specific objectives are to review the literature towards the access to jurisdiciton as the access to a fair legal system, reassign the constitutional guarantee of the non- obviation of jurisdiction, checking the compatibility between this guarantee and the self-composing methods, mainly the conciliation, as well as revisit the General Process Theory. Therefore, the thesis defends the establishment, towards legislative amendment, of the pre-procedural conciliation as a condition for the feasibility of the lawsuit, in issues which the selfcomposition are possible, in other words, in the issues which the transaction is possible. Using hypothetical-deductive and inductive methods, bibliographical and documentary research and jurisprudential analysis, as well as the theoretical framework of, among others, Alcalá-Zamora y Castillo (1992; 2000); Cappelletti and Garth (1988); Carlos Alberto de Salles (2006; 2013; 2017); Rodolfo de Camargo Mancuso (2011; 2014) and Marc Galanter (1989), the present thesis, which was developed in the Citizenchip modeling the State research line, leads to the conclusion that the path between legislative amendment is in the sense of establishing the pre-procedural conciliation in the issues susceptible of selfcomposition as a kind of feasiability of the demand, that is to say, the interest to act, in the issue of necessity.

Fundo Mackenzie de Pesquisa