Advertising is a type of communication between the consumer and the creator of the particular advertisement. In order to allure the potential customer advertising companies use a wide spectrum of manipulative language devices, in particular deixis. The fundamental concept of deixis is associated with the interaction, as the primary function of deictic expressions is to “point to” things. Besides, it helps to determine who is communicating with whom. It creates a connection between the sender and the receiver of the message. / Reklama yra vienas iš bendravimo tipų tarp vartotojo ir jos kūrėjo. Siekiant privilioti potencialius pirkėjus, reklamos kūrimo bendrovės naudoja daug manipuliacinės kalbos įrankių, ypatingai deiksę. Pagrindinė deiksės sąvoka yra susijusi su sąveika, nes pagrindinė deiksės išraiškos funkcija yra „pažymėti/nurodyti“. Be to, tai padeda nustatyti kas bendrauja su kuo. Deiksė sukuria ryšį tarp pranešimo siuntėjo ir gavėjo.

The Baby Boomer market is a lucrative market, largely ignored by marketers. This fact has attracted much media attention, both in South Africa and abroad. Research conducted by the UCT Unilever Institute of Strategic Marketing and Synovate shows that the mature market often feels marginalised and ignored by the retail, corporate and media worlds (Scher, 2008:Para 7). Furthermore, they feel estranged from marketing communications, disregarded by product developers and dissatisfied with customer service (Mitchell, 2008:Para 10). Hence there is an opportunity for marketers to communicate with this market, by positioning products better in the minds of Baby Boomers. Positioning as described by Mullins, Walker and Boyd (2008:191) is “both the place a product or brand occupies in customers minds’ relative to their needs and competing products or brands, and to the marketer’s decision-making intended to create such a position”. Thus, positioning has many facets. It relies on consumer perception, segmentation and targeting and selecting attributes which are both important to the target market and distinctive in comparison to competitors. Hence it is important to choose a position which creates a competitive advantage and use this position to guide the development of the marketing strategy, more specifically the marketing mix. Ultimately the marketing mix communicates with the target market and thus potentially influences perception as well as the way consumers position the product. Generational theory explains how different generations develop different value systems, and the impact that this has on how younger and older people interact with the world around them and with each other (Codrington, 2008:1). Schewe and Meredith (2004:51) explain that, generations experience similar external events during their late adolescent and/or early adulthood years which influence their values, preferences, attitudes and buying behaviour in ways that remain with them over their entire life. Hence, since each generation experiences different events, generations differ and need to be targeted separately and differently from the other generations. As Underwood (2007: 43) stresses since career, consumer, and lifestyle decisions are significantly influenced by generational values and attitudes, all businesses need to be trained in generational marketplace strategy and generational workplace strategy. One industry which seems to have recognised the attractiveness of the lucrative Baby Boomer market and recognised the necessity for targeting this generation using an approach which has been customised, is the skin care industry as many facial care products are specifically developed and targeted at the ages which make up the Baby Boomer Generation. Thus, this research investigates the positions occupied by skin care brands based on the perceptions of three generations of females, namely the Baby Boomers, Generation X and Generation Y. The research focuses on determining if there are differences amongst the generations and whether Baby Boomers feel marginalised by the facial care industry. Consequently the literature review focuses on positioning, generational theory and how it affects marketing strategy as well as the current state of the facial care industry. A triangulation methodology was implemented to conduct the research. The triangulation methodology combines qualitative and quantitative data (Banister et al., 1994, cited in Holzhausen, 2001: Para 28) and for the purpose of this research the methods were used sequentially, collecting qualitative data before the quantitative data. One of the biggest advantages of using qualitative and quantitative research is that the styles have complimentary strengths, and as a result research that uses both methods tends to be more comprehensive (Neuman, 2006:150). First three focus group sessions were conducted to gather qualitative data, each focus group representing one of the three generations central to this study. The participants were selected using a snowball sampling method which is a non-probability sampling technique where an initial group of respondents identify others who belong to the target group and subsequent respondents are selected based on referrals (Malhorta, Hall, Shaw and Oppenheimer, 2008:274). This initial group was selected purposively to ensure all race groups were included and to attempt to ensure representivity. A mall-intercept method was used to collect quantitative data, where respondents were selected using convenience sampling. The findings were presented and briefly discussed. This was followed by an in-depth discussion of each of the research objectives, which enabled conclusions to be drawn. It was found that in terms of the attributes which are most important when choosing facial care, Boomers most important attributes differed from the other two generations. Boomers look for facial care products which last all day, have effective moisturising capabilities and make skin soft and smooth. The perceptual maps showed that based on the perception of Baby Boomers, Clinique held the most favourable position. In addition this research identified that Boomers are more sceptical of advertising than the other two generations and generally rated the various media vehicles as less effective than both Xers and Yers did. Finally a number of recommendations were made, these included recommendations as to how the generations differed and how marketers could ensure they target the specific generations and capture their attention. It also included brand specific recommendations, focussing on ways each brand could improve their positioning. Since the study found that females from the three generations central to this study do differ and place importance on different attributes the main recommendation is that each brand needs to ensure their marketing efforts are focused on the generation they wish to target and that they base their positioning on an attribute which is important to the target customers and which will allow customers to differentiate the brand from competitor brands. / Thesis (M.Com.)-University of KwaZulu-Natal, Pietermaritzburg, 2010.

Consumer brand loyalty has been a topic of interest among both academics and business executives in recent times. A business's main concern is how to sell its products and services. With a large number of available alternatives in today's competitive world, consumers generally do not stick to a specific product for life. Advertising and an increased feeling of empowerment might make consumers switch brands as soon as they feel the need to do so. The challenge is for businesses to maintain their consumer brand loyalty. / Thesis (DBA(DoctorateofBusinessAdministration))--University of South Australia, 2006.

Esta dissertação apresenta a análise ergonômica do trabalho no setor de envase de hidroalcoólicos, de uma empresa de artigos de perfumaria e cosméticos na região metropolitana de Curitiba. A ferramenta Design Macroergonômico (DM), proposta por Fogliatto e Guimarães (1999), permitiu identificar os itens de demanda ergonômica dos usuários e evidenciou diferenças entre as demandas de usuários que realizam as mesmas tarefas em turnos diferentes. As questões de organização do trabalho são as que mais afetam os funcionários, principalmente aqueles que trabalham em turnos que incorporam o trabalho no sábado. Como antes da ampliação da fábrica, o trabalho estava organizado sem o turno de sábado, e tendo em vista o impacto negativo deste horário sobre as pessoas, propõe-se que a organização de trabalho seja revista. / The present dissertation shows the ergonomic analysis of the work performed in the hydroalcohol product bottling sector at a perfume and cosmetics industry located in the Curitiba metropolitan region. The Macroergonomic Design (MD) tool, proposed by Fogliatto and Guimarães (1999), allowed us to identify the users’ ergonomic demand and ergonomic demand items highlighting the differences existing between the demands of users performing the same task but in different shifts. The issues involving work organization are the ones that mostly affect the company employees, mainly those whose work shift include working on Saturdays. Seeing that before the plant enlargement there was no Saturday shift, and taking into consideration the negative impact the establishment of such shift has on the employees, we propose reviewing the work organization.

Made available in DSpace on 2014-06-11T19:25:25Z (GMT). No. of bitstreams: 0 Previous issue date: 2007-02-08Bitstream added on 2014-06-13T20:32:57Z : No. of bitstreams: 1 souza_tm_me_arafcf.pdf: 2058592 bytes, checksum: 5328c4bc01fcff8648f030997a8627db (MD5) / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES) / Universidade Estadual Paulista (UNESP) / No decorrer dos últimos, o desenvolvimento de agentes antimicrobianos eficazes e seguros para lidar com infecções bacterianas revolucionou o tratamento médico. Entretanto, pela própria evolução dos organismos e, com auxílio indiscriminado dos antibióticos, muitas espécies de microrganismos foram selecionadas, apresentando resistência aos agentes antimicrobianos utilizados. Como uma tentativa de contornar tal situação e ampliar o arsenal de compostos ativos contra microrganismos patógenos, o estudo de plantas tornou-se crescente no cenário científico... / In the last 60 years, the development of safe and affective antimicrobial agents against bacterials infections has changed the clinical therapy. However, as organism evolution as antibiotics indidcriminate use, many microorganism species have been selected showing resistance to drugs used until the moment... (Complete abstract click electronic access below)

Esta dissertação apresenta a análise ergonômica do trabalho no setor de envase de hidroalcoólicos, de uma empresa de artigos de perfumaria e cosméticos na região metropolitana de Curitiba. A ferramenta Design Macroergonômico (DM), proposta por Fogliatto e Guimarães (1999), permitiu identificar os itens de demanda ergonômica dos usuários e evidenciou diferenças entre as demandas de usuários que realizam as mesmas tarefas em turnos diferentes. As questões de organização do trabalho são as que mais afetam os funcionários, principalmente aqueles que trabalham em turnos que incorporam o trabalho no sábado. Como antes da ampliação da fábrica, o trabalho estava organizado sem o turno de sábado, e tendo em vista o impacto negativo deste horário sobre as pessoas, propõe-se que a organização de trabalho seja revista. / The present dissertation shows the ergonomic analysis of the work performed in the hydroalcohol product bottling sector at a perfume and cosmetics industry located in the Curitiba metropolitan region. The Macroergonomic Design (MD) tool, proposed by Fogliatto and Guimarães (1999), allowed us to identify the users’ ergonomic demand and ergonomic demand items highlighting the differences existing between the demands of users performing the same task but in different shifts. The issues involving work organization are the ones that mostly affect the company employees, mainly those whose work shift include working on Saturdays. Seeing that before the plant enlargement there was no Saturday shift, and taking into consideration the negative impact the establishment of such shift has on the employees, we propose reviewing the work organization.

Esta dissertação apresenta a análise ergonômica do trabalho no setor de envase de hidroalcoólicos, de uma empresa de artigos de perfumaria e cosméticos na região metropolitana de Curitiba. A ferramenta Design Macroergonômico (DM), proposta por Fogliatto e Guimarães (1999), permitiu identificar os itens de demanda ergonômica dos usuários e evidenciou diferenças entre as demandas de usuários que realizam as mesmas tarefas em turnos diferentes. As questões de organização do trabalho são as que mais afetam os funcionários, principalmente aqueles que trabalham em turnos que incorporam o trabalho no sábado. Como antes da ampliação da fábrica, o trabalho estava organizado sem o turno de sábado, e tendo em vista o impacto negativo deste horário sobre as pessoas, propõe-se que a organização de trabalho seja revista. / The present dissertation shows the ergonomic analysis of the work performed in the hydroalcohol product bottling sector at a perfume and cosmetics industry located in the Curitiba metropolitan region. The Macroergonomic Design (MD) tool, proposed by Fogliatto and Guimarães (1999), allowed us to identify the users’ ergonomic demand and ergonomic demand items highlighting the differences existing between the demands of users performing the same task but in different shifts. The issues involving work organization are the ones that mostly affect the company employees, mainly those whose work shift include working on Saturdays. Seeing that before the plant enlargement there was no Saturday shift, and taking into consideration the negative impact the establishment of such shift has on the employees, we propose reviewing the work organization.

Orientadores: Priscila Gava Mazzola, Carlos Emílio Levy / Dissertação (mestrado) - Universidade Estadual de Campinas, Faculdade de Ciências Médicas / Made available in DSpace on 2018-08-17T05:25:26Z (GMT). No. of bitstreams: 1 Amaral_LilianFerreiraBarbosa_M.pdf: 1912127 bytes, checksum: 32484facc8e6b93417ada30bacc332ce (MD5) Previous issue date: 2010 / Resumo: A contaminação microbiológica apresenta um risco potencial à qualidade do produto, mas, sobretudo pode afetar a saúde do consumidor. Conservantes são substâncias adicionadas a produtos cosméticos, farmacêuticos, de limpeza e alimentícios com o objetivo de inibir o desenvolvimento de microrganismos, durante sua fabricação e estocagem, bem como proteger o consumidor de contaminação inadvertida durante o uso do produto. Embora alguns conservantes já estejam consagrados na literatura, os mesmos têm sido relacionados ao desencadeamento de reações alérgicas, motivando a procura do conservante ideal. O Xilitol é um açúcar natural proveniente de plantas, frutas e vegetais, que possui propriedades antimicrobianas descritas na literatura. O presente trabalho teve como objetivo avaliar a eficácia antimicrobiana do monoéster de C-8 Xilitol (patente PCT/IB 2008/054321), visando sua utilização como conservante em bases cosméticas, através de testes de desafio conservante (challenge test) e determinação da concentração inibitória mínima (CIM). Os resultados obtidos na determinação da concentração mínima inibitória estão entre 1,0 e 1,25 % para Staphylococcus aureus, Escherichia coli e Candida albicans e entre 1,0 e 1,5% para Pseudomonas aeruginosa e Aspergillus niger, indicando a faixa de concentração do monoéster de C-8 Xilitol que inibiu totalmente o crescimento do microrganismo, no teste de diluições. A loção hidratante utilizada no teste de desafio foi conservada com a concentração de 1% do monoéster de C-8 Xilitol, verificando-se um rápido declínio na contagem de UFC/g nos primeiros tempos de avaliação após a contaminação do produto, para todas as bactérias testadas. Após o período de avaliação, incluindo a reinoculação do produto, o monoéster de C-8 Xilitol mostrou-se eficaz frente às bactérias P. aeruginosa, E. coli e S. aureus, atendendo à especificação de redução de 99,9% do número de células viáveis estabelecida em compêndios oficiais. O mesmo ocorre em relação à C. albicans que apresenta uma redução de 90% do número de células viáveis e também em relação ao A. niger, quando o pH da loção testada é ajustado de 5,5 para 7,0. Nas condições em que os testes foram conduzidos, podemos concluir que o monoéster de C-8 Xilitol, apresenta atividade antimicrobiana frente aos microrganismos testados e atende aos requisitos de uma substância dotada de atividade conservante, podendo ser considerado uma alternativa conservante para produtos cosméticos / Abstract: Microbiological contamination presents a potential risk to product quality, but specially can affect the health of consumers. Preservatives are substances added to cosmetic, pharmaceuticals, cleaning agents and food in order to inhibit growth of microorganisms during product manufacturing and storage and to protect consumers from inadvertent contamination during the use of the product. Although some preservatives are already well established in the literature, they have been linked to the allergic reactions, motivating the search for the ideal preservative. Xylitol is a natural sugar derived from plants, fruits and vegetables, which antimicrobial properties are described in the literature. This study aimed to evaluate the antimicrobial effectiveness of C-8 Xylitol monoester (patent pending PCT/IB 2008/054321), for its use as a preservative in cosmetic formulations. The minimum inhibitory concentration (MIC) was determined by the broth macrodilution method and the antimicrobial effectiveness of C-8 Xylitol monoester was determined by using challenge test method. The results obtained in the determination of minimum inhibitory concentration are between 1.0 and 1.25% for Staphylococcus aureus, Escherichia coli and Candida albicans and between 1.0 and 1.5% for Pseudomonas aeruginosa and Aspergillus niger. The amount of 1% of C-8 Xylitol monoester was added to the lotion used in the challenge test, observing a rapid decline in the number of CFU/g in stages of evaluation after contamination of the product by all bacteria. After the evaluation period, including reinoculation product, the C-8 xylitol monoester was effective against P. aeruginosa, E. coli and S. aureus, according to the specification of 99.9% reduction in the number of viable cells established in the official compendia. The same occurs in relation to C. albicans, which shows a 90% reduction in the number of CFU/g. Regarding A. niger, similar reduction is observed when pH value of the lotion is adjusted from 5.5 to 7.0. Under the tests conditions used, we concluded that C-8 Xylitol monoester has antimicrobial activity and could be considered as an alternative preservative for cosmetic formulations / Mestrado / Ciencias Biomedicas / Mestre em Ciências Médicas

Orientador: Priscila Gava Mazzola / Dissertação (mestrado) - Universidade Estadual de Campinas, Instituto de Biologia / Made available in DSpace on 2018-08-23T00:24:19Z (GMT). No. of bitstreams: 1 Lourenco_CarolinaBotelho_M.pdf: 4920837 bytes, checksum: 7aef8f035b2bceba5c8c4fc37a04cd45 (MD5) Previous issue date: 2013 / Resumo: Bromelina é o nome dado a um conjunto de enzimas proteolíticas encontradas em vários tecidos, como talo, fruto e folhas do abacaxi (Ananas comosus), e de demais espécies da família Bromeliaceae. O uso da bromelina nas indústrias alimentícias, farmacêuticas e cosméticas está baseado em sua atividade proteolítica. Na indústria cosmética, tem sido muito utilizada, principalmente nos tratamentos de pele, com os apelos de agente de limpeza, renovação celular, anti-aging, peeling biológico, clareamento e anticelulite. O presente trabalho estudou a estabilidade da bromelina comercial em formulações cosméticas, por meio da avaliação do conteúdo protéico, medida da atividade enzimática, das alterações de viscosidade e reologia, valor de pH e cor das formulações selecionadas. A bromelina comercial foi incorporada em três concentrações, 0,5%, 1,0% e 2,0%, em fórmulas base de emulsão óleo em água, gel de Carbopol® 980 e dispersão aquosa e mantidas armazenadas por seis meses. Amostras de cada formulação foram submetidas a diferentes temperaturas e intensidades de iluminação. Avaliações do conteúdo protéico foram realizadas através do método de Bradford e a atividade enzimática foi verificada utilizando azocaseína como substrato. Após 180 dias de incubação, os resultados mostraram que a cor de todas as amostras sofreu alteração, que foi dependente da temperatura e da concentração de bromelina presente. As emulsões e as dispersões sofreram menor alteração de cor do que os géis. Não foram observadas relações entre as variações de pH e a temperatura e luminosidade para todas as amostras. Para as emulsões com teor de bromelina de 2,0%, maiores alterações na viscosidade foram verificadas ao término dos seis meses de estudo. Para os géis, a viscosidade apresentou comportamento mais constante, não sendo fortemente influenciada pelas condições de temperaturas e luminosidade. A presença da bromelina nas emulsões contribuiu para o aumento da recuperação da viscosidade após submissão a forças de cisalhamento. A atividade específica das amostras foi reduzida ao longo dos seis meses para todas as amostras em estudo. As emulsões e as dispersões apresentaram atividade específica superior ao término de seis meses em relação aos géis, para os quais a atividade final a 45oC chegou quase à zero. O gel demonstrou ser a pior base para veiculação da bromelina com finalidade cosmética, pois apresentou a menor manutenção das características iniciais tanto relacionadas à formulação quanto em relação à integridade da bromelina. As dispersões aquosas e as emulsões apresentaram-se mais estáveis ao longo de 180 dias de avaliações, nas condições de 5oC, ao abrigo da luz / Abstract: Bromelain is the name given to a set of proteolytic enzymes found in various tissues, such as stems, leaves and fruit of the pineapple (Ananas comosus), and other species of Bromeliaceae. The use of bromelain in food, pharmaceutical and cosmetic industries is based on its proteolytic activity. In the cosmetic industry, it has been widely used, especially in skin treatments, with calls for cleaner, cell renewal, anti?aging, biological peeling, whitening and anti?cellulite. This work studied the stability of comercial bromelain in cosmetic formulations through the evaluation of protein content, measure of the enzyme activity, changes in viscosity and rheology, pH and color of the selected formulations. The commercial bromelain was incorporated at three concentrations, 0,5%, 1,0% and 2,0% in oil in water emulsion, Carbopol ® 980 gel and aqueous dispersion and kept stored for six months to different temperatures and light intensities. Evaluations of protein content were performed by the method of Bradford and enzymatic activity was verified using azocasein as substrate. After 180 days of incubation, the results showed that the color of all samples was altered, which was temperature and concentration of bromelain dependent. Emulsions and dispersions underwent less change in color than the gels. No relationships were observed between the changes in pH and temperature and luminosity exposure for all samples. The biggest changes in viscosity were observed for emulsions with 2,0% of bromelain at the end of six months. For gels, the viscosity showed a more constant behavior and was not strongly influenced by light and temperature conditions. The presence of bromelain in the emulsions contributed to increase recovery of viscosity after subjection to shear forces. The specific activity of the samples was reduced over the six months for all samples analyzed. The emulsions and dispersions showed higher specific activity at the end of six months than the gels, for which the final activity in 45oC reached almost zero. The gel proved to be the worst basis for placement of bromelain with cosmetic purpose, as it presented the lowest maintenance of both baseline characteristics related to the formulation and to the integrity of bromelain. Aqueous dispersions and emulsions were more stable over 180 days of evaluations, under 5oC temperature, protected from light / Mestrado / Fármacos, Medicamentos e Insumos para Saúde / Mestra em Biociências e Tecnologia de Produtos Bioativos

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