[Formulae and special characters can only be approximated here. Please see the pdf version of the abstract for an accurate reproduction.] Two randomised controlled trials were conducted to explore the relationship between the consumption of alcoholic beverages and cardiovascular disease risk factors. Study 1 was primarily designed to test the hypothesis that the cardio-protective effect of light alcohol could be mediated, in part, via improvements in endothelial function. Study 1 was also designed to explore the effect of alcohol on both traditional risk factors for cardiovascular disease, such as changes in lipid profile, haemostatic factors and blood pressure, and novel risk factors such as homocysteine, markers of inflammation and oxidative stress. The experimental design of this study also allowed us to determine whether reducing alcohol intake in these moderate-to-heavy drinkers could improvement insulin sensitivity, a component of the metabolic syndrome. In this group of sixteen healthy middle-aged men with a history of moderate to heavy alcohol intake of seven standard drinks per day, reducing intake down to approximately one standard drink per day for four weeks had no beneficial effects on conduit vessel endothelial function as assessed by post-ischaemic brachial artery flow-mediated dilatation, nor were there any detectable changes in soluble E-selectin, endothelin-1 and von Willebrand Factor, which are considered biomarkers of endothelial activation. As this study did not investigate the effect of alcohol on endothelial function in resistance vessels, it cannot exclude the possibility that alcohol may affect endothelial cells resident in that vascular bed. This study does show and confirm, however, that the relationship between alcohol and risk factors for cardiovascular disease is an extremely complex one. On the one hand it demonstrated that alcohol was potentially harmful, increasing blood pressure, plasma F2-isoprostane (oxidative stress), and homocysteine. On the other hand it showed that increasing alcohol intake led to significant reductions in two (i.e. fibrinogen and IL-6) of five inflammatory markers, in addition to improving the HDL-cholesterol profile of these subjects. Although the effects of alcohol on blood pressure, fibrinogen and HDL-cholesterol are not in themselves new, they support our choice of study design and strengthen the argument in favour of accepting the more novel findings of this study, specifically, the lack of effect on endothelial function and insulin sensitivity, and the harmful effect of alcohol in increasing oxidative stress and homocysteine. Study 2 was primarily designed to test the hypothesis that the consumption of red wine may confer greater cardio-protection than beer via improvements in endothelial function. Simultaneously, the study was also designed to determine whether drinking red wine for 4-weeks would have different effects than beer on either traditional risk factors for cardiovascular disease (i.e. blood pressure and lipid profile) or the more novel risk factors, homocysteine and oxidative stress. Using a randomised controlled cross-over study design, Study 2 provides evidence that the regular daily consumption of 4 standard drinks of either beer or red wine does not alter endothelial function, as measured by post-ischaemic flow-mediated vasodilatation of the brachial artery in healthy middle-aged men, nor was there evidence of any beneficial effect of de-alcoholised red wine on brachial artery response. As compliance with drinking protocol was confirmed with increased serum γ-GT and HDL during red wine and beer periods, and increased 24-hr urinary excretion of 4OMGA during red wine and de-alcoholised red wine periods, we are confident that there was excellent compliance with the beverage treatments. Study 2 also provides the first evidence from a carefully controlled intervention study that both red wine and beer elevate blood pressure to a similar degree, with no detectable difference in the magnitude of either treatment. As with endothelial function, there was also no evidence of any beneficial effect of de-alcoholised red wine on blood pressure. In addition, although post hoc analysis found evidence that alcohol increased both plasma homocysteine and urinary excretion of F2-isoprostane and endothelin-1, there was no apparent protective effect conferred from either red wine or de-alcoholised red wine on these cardiovascular risk markers. The results from this study cannot disprove the hypothesis that red wine is more beneficial for cardiovascular health; however, they suggest that if red wine has properties beyond those of beer to confer protection, they are not via any interactions with the nitric oxide regulatory function of the endothelium in conduit vessels nor are they via moderation of the vasopressor, homocysteine-raising, and oxidative stress effects of alcohol. The interpretation of the findings from both intervention studies and their place in the context of our current understanding of the role that alcoholic beverages play in the development and/or prevention of cardiovascular disease are explored in this thesis.

Orientador: Ademércio Antonio Paccola / Banca: Waldemar Gastoni Venturini Filho / Banca: Claudia Cristina T. N. Mendonça / Resumo: É sabido da existência de limites no meio ambiente e da capacidade de absorver e reciclar matéria ou resíduos, diante desta problemática, o escopo deste projeto de pesquisa foi desenvolver uma metodologia capaz de reutilizar os RTD de cervejaria, uma vez que não existe um tratamento e/ou uma destinação adequada. Foram realizados ensaios de DQO para determinar o potencial de poluição do RTD; análises de sólidos totais e sólidos totais fixos; umidade; tempo de decantação em provetas; seguidos de calcinação em mufla do RTD. Nas análises de sólidos totais, sólidos totais fixos e umidade foram determinados a eficiência no processo de recuperação do RTD. Na etapa de decantação foram estudados o tempo necessário para separar o RTD do sobrenadante. Nos ensaios de calcinação foram estudados a diferença no tempo de residência em mufla e comparados com o processo CETEM. A TDR obtida do processo de calcinação foram submetidas a análises de densidade aparente, superfície específica, umidade, perda ao fogo, pH, teor de sílica, aluminio, ferro, cálcio, sódio, potássio, magnésio e comparadas com as terras diatomáceas de uso corrente no mercado. A TDR e a TDP foram classificadas em peneiras vibratórias e submetidas a ensaios tecnológico de filtração a nível laboratorial com cerveja do tipo Pilsen sem filtrar produzida no Laboratório 2 de Bebidas da Faculdade de Ciências Agronômicas do Campus de Botucatu. O filtrado resultante foram submetidos a análises de turbidez, cor e contagem de células e comparados com a testemunha. Nas análises realizadas foram obtidos os seguintes resultados: DQO 121.667 mg L-1 e 62.500 mg L-1; sólidos totais 28,37%; sólidos totais fixos 22,17%; umidade 71,65%; tempo de decantação de 80 minutos; diferença no tempo de calcinação de 0,5 horas, reduzindo em 66,70% o consumo de energia elétrica; sílica 98,70% na TDR... (Resumo completo, clicar acesso eletrônico abaixo) / Abstract: It is known that there is a limit in the environment an the capacity to absorb and recycle substance or waste, hence, the purpose of this research was to develop a method which could reuse RTD in the beer industry. It was accomplished DQO test to determine the pollution potential of the RTD; total solid, fixed total solid and humidity analysis, period of the decantation in cylinder test; followed by calcination in the oven of the RTD. In the total solid, fixed total solid and humidity test it was determinated efficiency on the process of recuperation of RTD. Yet, in the stage of decantation it was studied the necessary time to separate the RTD of that solution. And in the calcination test it was studied the difference in the residence time period in oven and compared with CETEM process. The TDR obtained from the calcination process was analyzed its apparent density, specific surface, humidity, fire loss, pH, silicon, aluminium, iron, calcium, sodium, potassium, magnesium and it was compared with diatomaceous earth of the commercial current use. The TDR and TDP were classified in vibrant strainer and submitted to the technological filtration test in laboratory scale with beer type Pilsen before being filtered which has been produced in beverage laboratory of that Science Agronomic Faculty in Botucatu. The filtered was submitted to haste, color and counting of cells analyses and compared with testimony. In the accomplished test it was obtained the following results: DQO 121.667 mg L-1 e 62.500 mg L-1; total solid 28,37%; fixed total solid 22,17%; humidity 71,65%; decantation time 80 minutes; calcination difference time 0,5 hour, reducing the 4 electronics consumpition in 66,70%; silicon 98,70% in TDR; filtered it showed acceptability in the haste analyses, color and counting of cells. At the end of the research it was established that with the adoption of the SGA... (Complete abstract click electronic access below) / Mestre

Marayniyoq, A Wari Establishment in Ayacucho Valley, PerúIn this paper we discuss the initial results of archaeological excavation carried out at Marayniyoq, a specialized Wari facility in the Ayacucho Valley, Peru. The discovery of a series of flat worked stones used for grinding, along with rocker grinders strongly suggests that the role of Marayniyoq was focused on grain processing, probably grinding corn. Because the grinding stones are immense cut blocks it is also apparent that enormous human energy was invested in the preparation, transportation and final setup of the facility. At the same time, the presence of large ceramic vessels and other evidence suggests that the function of Marayniyoq was the grinding of malted corn (qora) for corn-beer production. / En este trabajo se dan a conocer los resultados de las excavaciones efectuadas en Marayniyoq, un centro especializado wari del valle de Ayacucho. El descubrimiento de una serie de batanes y sus respectivas moliendas indican que éste fue un establecimiento destinado al procesamiento de granos, como el maíz. Puesto que estos batanes consisten en grandes bloques de piedra labrada, queda también manifiesto que se invirtió una enorme actividad humana en su preparación, traslado y construcción final. A su vez, la presencia de vasijas y evidencias adicionales tienden a sugerir que la función de Marayniyoq se relacionaba con el procesamiento de maíz y la producción de chicha.

This diploma thesis deals with the real equilibrium exchange rate of the Czech Koruna to Euro which represents an important role in modern macroeconomics. To this purpose many methods are used and the most advanced work with the estimation on the principle of using macroeconomic fundamentals. The partial aim of this thesis is estimation the real equilibrium exchange rate of the Czech koruna and Euro currency by using the purchasing power parity theory and econometric analyses of BEER and PEER models. Based on the resuls of these estimations will be fulfil the main aim of this thesis - defining the recommendations for the national economic policies' decisions.

PINTO, Luan Ícaro Freitas. Acerola (Malpighia emarginata DC) e Abacaxi (Ananas comosus L. Merril) como adjunto no processamento de cerveja: caracterização e aceitabilidade. 2015. 87 f. Dissertação (Mestrado em Ciência e Tecnologia de Alimentos)-Universidade Federal do Ceará, Fortaleza, 2015. / Submitted by Vitor Campos (vitband@gmail.com) on 2016-10-03T22:44:54Z No. of bitstreams: 1 2015_dis_lifpinto.pdf: 2313013 bytes, checksum: c751e262e3f4623a9a5e56930d086cc4 (MD5) / Rejected by Jairo Viana (jairo@ufc.br), reason: Documento duplicado on 2016-10-04T23:34:40Z (GMT) / Submitted by Vitor Campos (vitband@gmail.com) on 2016-10-25T20:45:46Z No. of bitstreams: 1 2015_dis_lifpinto.pdf: 2313013 bytes, checksum: c751e262e3f4623a9a5e56930d086cc4 (MD5) / Approved for entry into archive by Jairo Viana (jairo@ufc.br) on 2016-10-27T17:59:30Z (GMT) No. of bitstreams: 1 2015_dis_lifpinto.pdf: 2313013 bytes, checksum: c751e262e3f4623a9a5e56930d086cc4 (MD5) / Made available in DSpace on 2016-10-27T17:59:30Z (GMT). No. of bitstreams: 1 2015_dis_lifpinto.pdf: 2313013 bytes, checksum: c751e262e3f4623a9a5e56930d086cc4 (MD5) Previous issue date: 2015 / Beer is the most consumed alcoholic beverage in the world. Its consumption is associated with festivities and celebrations, being recognized by its customers as a beverage with high caloric value. However, this beverage contains a variety of bioactive compounds, vitamins and minerals that promote benefits when its intake is made moderate manner. The market is every day looking for different and even unique products, thus arises the field of craft beers. The objective of this study was to develop a craft beer with acerola and pineapple and study their physicochemical and sensory characteristics, as it brings a new alternative in this niche market, besides the association with increased its functional characteristics. We used the rotational central composite design (CCRD) for the development of treatments where the variation of the percentage of addition of the acerola fruit juice and pineapple varied at levels of 5 to 25% of the total volume of beer. The CCRD included eleven trials: four factorial points, four axial and three repetitions at the central point. The results of the CCRD were analyzed using the Response Surface Methodology (RSM), with the response variable physico-químcos and sensory parameters. For statistical analysis was applied to analysis of variance, Tukey test and regression analysis. Processing took place in laboratory scale. The pulps were characterized by physical-chemical analysis, and then made by the addition of juice during the process of maturation that occurred simultaneously with primming process amber glass bottles of 355 ml. The results of the sugar content, total acids and pH of fruit pulps showed satisfactory being considered suitable for the maturation process. The results of physicochemical tests showed similar results in all treatments, and the factor adding fruit juice was directly proportional to parameters such as acidity and pH, and inversely proportional to parameters such as alcohol, real extract, apparent extract and extract primitive. Microbiological testing resulted in a minimum count of coliforms, thermotolerant and molds and yeasts, adapting to the standards set by law for beer, showing the process control efficiency, ensuring product quality. The means of the sensory attributes of all samples showed up outside the stopband, especially for samples 5 and 8, which have higher pineapple juice content. The results of the response surface showed that addition of up to 16% of both pulps pineapple or additions of high concentrations (up to 28%) in groups with low concentrations of acerola (up to 6%) show a maximization of sensory attributes. It was concluded that the use of pineapple pulp and acerola as adjuncts in the beer processing proved to be a viable alternative due to satisfactory results in sensory evaluation, and physical and chemical characteristics that proved a craft beer with acidy/fruity characteristics. / A cerveja é a bebida alcoólica mais consumida no mundo. Seu consumo está associado a festividades e comemorações, sendo reconhecida pelos seus consumidores como uma bebida com alto valor calórico. Entretanto, essa bebida contém uma variedade de compostos bioativos, vitaminas e minerais, capazes de promover benefícios quando a sua ingestão é feita de maneira moderada. O mercado está a cada dia buscando produtos diferenciados e até exclusivos, surge assim o campo das cervejas artesanais. O objetivo deste trabalho foi desenvolver uma cerveja artesanal com acerola e abacaxi e estudar suas características físicoquímicas e sensoriais, pois traz uma nova alternativa neste nicho de mercado, além da associação ao aumento de suas características funcionais. Foi utilizado o Delineamento Composto Central Rotacional (DCCR) para o desenvolvimento dos tratamentos, onde a variação do percentual de adição de suco de fruta de acerola e abacaxi variou em níveis de 5 a 25% do volume total da cerveja. O DCCR incluiu onze ensaios: quatro pontos fatoriais, quatro axiais e três repetições no ponto central. Os resultados do DCCR foram analisados através da Metodologia de Superfície de Resposta (MSR), tendo como variáveis resposta os paramêtros físico-químcos e sensorias. Para a avaliação estatística foi aplicada a análise de variância, teste de Tukey e análise de regressão. O processamento ocorreu em escala laboratorial. As polpas foram caracterizadas através de análises físico-químicas e em seguida fez-se a adição do suco durante o processo de maturação que ocorreu simultaneamente ao processo de primming em garrafas de vidro âmbar de 355 mL. Os resultados do teor de açucares, ácidos totais e pH das polpas de frutas apresentaram satisfatórios sendo considerados adequados para o processo de maturação. Os resultados dos testes físicoquímicos mostraram resultados semelhantes em todos os tratamentos, sendo que o fator adição de suco de frutas foi diretamente proporcional a parâmetros como acidez e pH, e inversamente proporcional a parâmetros como teor alcoólico, extrato real, extrato aparente e extrato primitivo. Os testes microbiológicos resultaram em uma contagem mínima para coliformes totais, termotolerantes e bolores e leveduras, adequando-se aos padrões estabelecidos pela legislação para cerveja, mostrando assim a eficiência do controle do processo, garantindo a qualidade do produto. As médias dos atributos sensoriais de todas as amostras apresentaram-se fora da faixa de rejeição, com destaque para as amostras 5 e 8, as quais possuem maiores teores de suco de abacaxi. Os resultados das superfícies de resposta mostraram que adições de até 16% de ambas as polpas ou adições de elevadas concentrações de abacaxi (até 28%) em conjuntos com baixas concentrações de acerola (até 6%) mostram uma maximização dos atributos sensoriais. Concluiu-se que a utilização das polpas de abacaxi e acerola como adjuntos no processamento de cerveja mostrou-se uma alternativa viável devido aos resultados satisfatórios na avaliação sensorial, além de características físicoquímicas que comprovaram uma cerveja artesanal com características ácida/frutada.

The aim of this thesis is to analyze the brand perception. The practical part of this thesis consists of the applicaton of the theoretical knowledge to the Budweiser Budvar brand with the respect to its values and communication campaign. The main part of this thesis consists of the questionnaire. The summary of this thesis is made of the results of questionnares and proposal of improvements to this brand in the Czech Republic.

Made available in DSpace on 2014-06-11T19:31:35Z (GMT). No. of bitstreams: 0 Previous issue date: 2006-02-03Bitstream added on 2014-06-13T20:02:23Z : No. of bitstreams: 1 sleiman_m_dr_botfca.pdf: 830460 bytes, checksum: a045f031359bcdcbafd59a7f88312024 (MD5) / Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP) / Universidade Estadual Paulista (UNESP) / O objetivo deste trabalho foi desenvolver uma metodologia para quantificar a proporcao de malte e adjunto utilizada na elaboracao de cervejas do tipo Pilsen. Alem disso, verificou-se a possivel ocorrencia de fraude nas cervejas comerciais fabricadas no Brasil e foi avaliada a correlacao entre o percentual de malte com o preco de varejo da bebida. Para isso, foi testada a metodologia de isotopos estaveis atraves dos elementos quimicos carbono (13C) e nitrogenio (15N). Materias-primas cervejeiras (malte, grits de milho, quirera de arroz, xarope de maltose (HMCS) e acucar de cana), oriundas de diferentes regioes geograficas, foram usadas para a producao de mostos puros e misturas destes, a fim de produzir fermentados padroes de referencia para a construcao de gretas de calibracao-h, a partir das quais se propos um modelo de comportamento para a populacao de cervejas, atraves de analise de regressao linear invertida. Tambem foi calculado um intervalo de confianca ao nivel de 90% para a quantificacao do percentual mais provavel (PMP) de malte presente nas cervejas. Posteriormente, foram feitas analises isotopicas e fisico-quimicas de cervejas comerciais de dezessete estados brasileiros produtores da bebida. A partir dos resultados obtidos, concluiu-se que a cevada e o malte assemelham-se entre si para os dois isotopos analisados, nao sendo possivel sua diferenciacao. As analises de Â13C sao mais indicadas para 2 se calcular o PMP de malte para cervejas elaboradas com malte e adjunto proveniente de planta de ciclo fotossintetico C4, enquanto que as analises de Â15N sao recomendadas para o calculo do PMP de malte em amostras de cerveja elaboradas com malte e arroz (C3). Foram analisadas 161 amostras de cervejas, sendo que 91,3 % utilizaram malte e adjuntos derivados de planta de ciclo C4 em sua formulacao, 4,3 % apresentaram arroz... / The objective of this work was to develop a methodology to quantify the proportion of malt and the adjunct used in the Pilsen beer brewing, to verify the possible occurrence of fraud in beer brewed in Brazil and to evaluate the correlation between the percent of malt with the beer retail price. Therefore, the methodology of stable isotopes using the chemical elements carbon (13C) and nitrogen (15N) was tested. Raw material of beer (malt, corn grits, rice, high maltose corn syrup and sugar cane) coming from different geographical regions, were used for the production of pure worts and their mixtures. These mixtures turned fermented standards of reference to make calibration straight lines, from which a model was proposed by inverted linear regression analysis, that to conduct for all Pilsen beer. Also a range of trust was calculated at a level of 90 % to quantify the most likely percentage (MLP) of malt present in beer. After that, stable isotopic analyses and physical-chemical analyses were made of brewing beer from seventeen Brazilian States brewers of beer. The results showed that barley and malt are similar in the two analyzed isotopes, not being possible to separate them. The analysis of ä13C presented the MLP of malt in brewed beer with malt and the adjunct coming from the C4 plant, and the analysis of ä15N provided the MLP of malt in beer brewed with malt and rice (both C3 plant). One hundred sixty one samples of Brazilian beer were analyzed, from which 91,3 % used malt and adjuncts of the C4 plant in its formulation, 4,3 % showed rice, 4,3% were classify like pure malt beer. From the total, 28,6 % were in the doubt range as for the MLP of malt... (Complete abstract click electronic access below)

A reatividade das lupulonas, terpenos, flavonoides prenilados e compostos contendo grupos tióis livre foi avaliada frente ao radical 1-hidroxietila (HER) para melhor conhecer o balanço redox da cerveja. As constantes de velocidade aparentes (kap) para a reação entre HER e os substratos supracitados foram obtidas via cinética de competição utilizando a armadilha química 4-POBN como competidor e monitorando-se o aduto radical formado por RPE. A partir dos valores obtidos de kap (108 L mol-1 s-1 para as lupulonas, 105 a 107 L mol-1 s-1 para terpenos, 109 L mol-1 s-1 para os flavonoides prenilados, e 108 a 109 L mol-1 s-1 para tióis) e pelas concentrações médias destes compostos na cerveja, pôde-se inferir que a extensão da degradação térmica destes compostos na bebida aumenta na ordem: lupulonas > tióis > flavonoides prenilados > terpenos. Os produtos de reação foram identificados por espectrometria de massas, e através de investigações eletroquímicas e cálculos ab initio empregando-se DFT se propôs um mecanismo de reação. Os produtos de degradação pela reação com HER foram: derivados hidroxilados e compostos de adição do radical HER para as lupulonas; derivados hidroxilados para os terpenos; derivados de adição do radical HER para os flavonoides prenilados; e dissulfetos para os tióis. Em experimento similar foram determinadas as kap para a reação entre metil ésteres derivados de ácidos graxos insaturados e esteróis com o HER, cujos valores de kap variaram de (2,7 ± 0,1) x 107 até (5,2 ± 0,1) x 107 L mol-1 s-1 para o metil docosahexanoato e ergosterol, respectivamente. Os dados cinéticos aqui obtidos contribuem para um melhor conhecimento da degradação térmica oxidativa da cerveja, bem como sugerem que os polifenóis prenilados podem conferir um significativo efeito antioxidante ao organismo humano quando do seu consumo e absorção. / The reactivity of lupulones, terpenes, prenilated flavonoids and thiol-containing compounds was evaluated towards the 1-hydroxyethyl radical (HER) to provide a better knowledge of the redox balance of beer. The apparent rate constants (kap) for the reaction between HER and the substrates were obtained through a competitive kinetic approach using the spin-trap 4-POBN as a competitor and by monitoring the radical adduct by EPR. From the obtained values of kap (108 L mol-1 s-1 for lupulones, from 105 to 107 L mol-1 s-1 for terpenes, 109 L mol-1 s-1 for prenylated flavonoids, and from 108 to 109 L mol-1 s-1 thiol compounds) and the average concentrations of these compounds in beer, it is possible to infer that the extension of the thermal degradation on the beverage is enhanced according to: lupulones > thiol compounds > prenylated flavonoids > terpenes. The reaction products were identified by mass spectrometry, and by electrochemical investigations and ab initio (DFT) calculation, a reaction mechanism has been proposed. The degradation products for the reaction with HER were: hydroxide derivatives and HER addition products for the lupulones; hydroxide derivatives for terpenes; HER addition derivatives for prenylated flavonoids; and disulfides for thiol cmpounds. In similar experiments it was determined the kap for the reaction among methyl ester derivatives of unsaturated fatty acids and sterols with HER, with kap values ranging from (2.7 ± 0.1) x 107 to (5.2 ± 0.1) x 107 L mol-1 s-1 for the methyl docosahexanoate and ergosterol, respectively. The obtained kinetic data may contribute for a better knowledge of the thermal oxidative degradation of beer, as well as may suggest that prenylated polyphenols could present a significant antioxidant effect in the human body through its consumption and absorption.

The television advertising appropriates the characteristics of the media, to promoting, through their speeches, an identification with the public. The intensive use of technical resources of the audiovisual language propose to convert television viewers into consumers of their products, using the regional cultures. On this assumption the question that assit the study of this thesis is: What are the discursive powers of the identification process which bind the televisual advertising of Polar Beer to the Gaucho public? The reason for this study focuses on the growing importance of studies of contemporary identities and in their relation with the media and their communicative practices, especially television advertising. The choice of our analysis corpus is that, firstly, the desire to study the gaucho identity and its representation in television commercials. Thus, we chose the television commercials of Polar beer because we believe that together these features, in addition to articulating the local and global levels. To compose the object of analysis we have chosen five commercial broadcast on television between 2004 and 2010 which had the regionality of Polar beer as the main appeal of selling. Our overall research objective is to analyze the identity represented in television commercials for beer Polar to the gaucho public, and the specific objectives are: to analyze the historical and cultural context of regional identity represented in television commercials for Polar beer; understand the relationship between global and local advertising communication strategies focused on identification with local culture, and, propose a description model of advertising VT, the latter is being related to the methodology of this research. The methodology consists of four steps: data collection, decoupage in advertising script, description of the commercial in an analiyzing box with five topics and, finally, the category analysis applied to VTs advertisers. The categories are presented based on the generative trajectory of meaning of Greimas and Courtés. They are: timing, place, actorialização, figurativization and theming. For a more complete analysis we add another category: sound and verbal expression. It is organized into five chapters. The first three bring the theoretical, the fourth chapter is the definition of the corpus. The fifh and final chapter analyzes the television commercials of Polar beer. The results show that the gaucho identity appears as the element responsible for identifying the public representations by means of a carefully planned construction verbal and nonverbal from television advertising by means of expressions, planes, dialougues and characters, in which highlights: gaucho localism, masculinity, attachment to land and the traditions, and the constant excitement of what is by Rio Grande do Sul. Often the choices of advertising, materialized in its representations, end up using stereotypical symbols, making gauchidade into stuffs. Television advertising of Polar beer also promotes deterritorialization, promoting a specific cultural field experiences, opening up new duties by giving new uses to the tradition, articulating the transition from a past tradition to the present update. / A publicidade televisual apropria-se das características do meio, buscando promover, através de seus discursos, uma identificação com o público. O uso intensivo de recursos técnicos da linguagem audiovisual busca converter os telespectadores em consumidores de seus produtos, lançando mão, muitas vezes, das culturas regionais. Partindo desta premissa o estudo da presente dissertação tem como questão-problema de pesquisa a indagação: Quais são as competências discursivas do processo de identificação que vinculam a publicidade televisual da cerveja Polar ao público gaúcho? A justificativa do trabalho centra-se na crescente importância dos estudos das identidades contemporâneas e na relação desta com as mídias e suas práticas comunicacionais, especialmente a publicidade televisiva. A escolha de nosso corpus de análise deve-se, primeiramente, à vontade de se estudar a identidade gaúcha e sua representação nos comerciais televisivos. Assim, escolhemos os comerciais televisivos da cerveja Polar por acreditarmos que reúnem estas características, além de articular os níveis global e local. Para compor o objeto de análise escolhemos cinco comerciais, veiculados na televisão entre 2004 e 2010, que tinham como apelo principal de venda a regionalidade da cerveja Polar. Nosso objetivo geral de investigação consiste em analisar a identidade representada nos comerciais televisivos da cerveja Polar para o público gaúcho, tendo como objetivos específicos: analisar o contexto histórico e cultural da identidade regional representado nos comerciais televisivos da cerveja Polar; compreender a relação global e local da publicidade focado nas estratégias comunicacionais de identificação com a cultura regional e; propor um modelo de descrição de VT publicitário, estando este relacionado com a metodologia desta investigação. A metodologia consiste em quatro etapas: levantamento dos dados do audiovisual, decupagem em roteiro publicitário, descrição do comercial através de um quadro composto por cinco tópicos e, por último, a análise das categorias aplicadas aos VTs publicitários. As categorias estão baseadas nas apresentadas no percurso gerativo de sentido de Greimas e Courtés. São elas: temporalização, espacialização, actorialização, figurativização e tematização. Para uma análise mais completa adicionamos mais uma categoria: expressão sonora e verbal. A dissertação está organizada em cinco capítulos. Os três primeiros trazem o referencial teórico, o quarto capítulo é a definição do corpus e o último capítulo é as análises dos comerciais televisivos da cerveja Polar. Os resultados revelam que a identidade gaúcha aparece como o elemento responsável pela identificação do público por representações cuidadosamente planejadas através de uma construção verbal e não-verbal da publicidade televisiva por meio de expressões, planos, falas e personagens, na qual se destaca: o regionalismo gaúcho, a masculinidade, o apego a terra e às tradições e a constante exaltação do que é próprio do RS. Muitas vezes as escolhas da publicidade, materializadas em suas representações, terminam por utilizar símbolos estereotipados, tornando a gauchidade em mercadoria. A publicidade televisiva da cerveja Polar também promove disvursivamente a desterritorialização, promovendo um campo de experiências culturais específicas, possibilitando novas atribuições pelos novos usos que dá para a tradição, articulando a transição entre um passado de tradições para uma atualização do presente.

O mercado cervejeiro passa por uma revolução voltada à produção em escala artesanal ao invés de escala industrial, devido às expectativas dos consumidores em busca de alta qualidade e novo sabor do produto final. Visando produzir uma cerveja leve com relação ao teor de extrato e álcool, com sabor diferenciado, foram realizados vários ensaios de adição de gengibre no processo de produção. O mais viável resultado foi obtido com adição de 2g L-1 de lascas de gengibre in natura na maturação. A cerveja artesanal adicionada de gengibre foi produzida em escala laboratorial, para permitir sua análise físico-química e análise sensorial. Paralelamente, foram analisadas outras vinte e oito amostras de cerveja Pilsen para efeitos comparativos com relação aos aspectos físico-químicos. De acordo com o resultado do teste sensorial, o índice de aceitabilidade global foi de 92%, estando também acima de 70% o índice dos atributos individuais avaliados. A cerveja artesanal adicionada de gengibre apresentou características mais próximas às amostras de “Cerveja” ao invés das amostras “Puro Malte”, segundo classificação com relação ao teor de malte, por meio de análises quimiométricas (PCA e HCA). Essa discriminação entre os grupos foi devida aos teores de álcool, grau real de fermentação, grau aparente de fermentação, potássio, calorias e magnésio. O produto final apresentou como características principais um baixo teor alcoólico (3,40o GL), baixo valor energético (115,44 KJ 100 mL-1) e extrato reduzido (7,81º Plato). Apesar do amargor mais acentuado (21,55 B. U.), o índice de aceitabilidade para o amargor permaneceu acima de 70%, com flavor picante e aromático. / The brewing market undergoes a revolution directing to production on a homemade scale rather than an industrial scale, due to the expectations of consumers searching high quality and new flavor of the final product. In order to produce a light beer with respect to the extract and alcohol content and different flavor, several ginger addition tests were carried out in the production process. The most viable result was obtained with addition of 2 g L-1 of ginger flakes in natura at maturation. The artisanal brewed beer of ginger was produced in laboratory scale, to allow its physical-chemical analysis and sensorial analysis. In parallel, others twenty-eight samples of Pilsen beer were analyzed for comparative purposes in relation to physico-chemical aspects. According to the result of the sensorial test, the overall acceptability index was 92% as also as individual attributes evaluated were also above 70%. The artisanal beer added with ginger showed characteristics closer to the "Beer" samples than the "Pure malt" samples, according to classification in relation to the malt content, by means of chemometric analyzes (PCA and HCA). This discrimination between groups was due to alcohol, real degree of fermentation (RDF), apparent degree of fermentation (ADF), potassium, calories and magnesium. The final product had a low alcohol content (3.40 oGL), low energy (115.44 KJ 100 mL-1) and reduced extract (7.81 oPlato). Despite the more pronounced bitterness (21.55 B. U.), the acceptability index forbitterness remained above 70%, with spicy and aromatic flavor.