The majority of colours in the natural world are produced via the wavelength selective absorption of light by pigmentation. Some species of both flora and fauna, however, are particularly eye-catching and visually remarkable as a result of the sub-micron, light-manipulating architecture of their outer-integument material. This thesis describes detailed investigations of a range of previously unstudied photonic structures that underpin the creation of the interesting visual appearances of several such species of flora and fauna. These structures were examined using a variety of methods, including optical microscopy, scanning and transmission electron microscopy, focused ion-beam milling and atomic force microscopy. This enabled detailed characterisation of the species’ photonic systems. The degree of order discerned in the species’ photonic structures ranged from: ‘ordered’ systems, where multiple layers of two materials produces metallic and often mirror-like reflections; to ‘quasi-ordered’ systems, where an average periodicity of the structure in all directions gives rise to diffuse, coloured scatter; to disordered systems, where no discernible order is observed, which results in a diffuse, broad-band, white appearance. In addition to this, the range of systems also encompassed: periodicities in one-dimension in the form of multilayering; ‘quasi-two-dimensional’ structures in the form of aligned fibres; and three-dimensional structures formed from arrangements of spherical particles. Alongside this experimental characterisation, an in-depth series of supporting theoretical analyses were undertaken. For the one-dimensional systems studied here, the models’ theoretical reflectance was calculated using analytical methods. For other systems, with more complex structural-geometries, theoretical simulations of their electromagnetic response to incident radiation were carried out using finite-difference-time-domain and finite-element-method numerical modelling approaches. Theoretical modelling results were compared to experimental measurements of each sample's optical properties. These were primarily reflectance measurements, which were taken using a range of techniques appropriate for each specific investigation. In addition to this, a synthetic sample, mimicking the white-appearance and remarkable polarisation-dependant reflectance of one insect’s photonic structure, was created using polymer electrospinning. Using these experimental measurements and theoretical simulation predictions, the structural colour production mechanisms adopted by several species of flora and fauna were elucidated.

Orientador: Marcelo Carnier Dornelas / Dissertação (mestrado) - Universidade Estadual de Campinas, Instituto de Biologia / Made available in DSpace on 2018-08-24T11:23:03Z (GMT). No. of bitstreams: 1 Goncalves_ConradodeCampos_M.pdf: 3557566 bytes, checksum: bbf1eb36c2f2344648bff12f25b9d075 (MD5) Previous issue date: 2014 / Resumo: A corona floral é uma estrutura típica das flores da família Passifloraceae. A elucidação dos mecanismos responsáveis pela formação da corona é de extrema importância para a compreensão dos processos evolutivos que permitiram a diversificação das interações com polinizadores nas espécies desta família. Este trabalho teve por objetivo identificar e caracterizar fatores de transcrição (FT) preferencialmente expressos na corona em Passiflora spp. Para tal, o banco de etiquetas de genes expressos (ESTs) PASSIOMA foi investigado e 139 cDNAs foram identificados: 69 derivados de bibliotecas florais de P. edulis, 68 de P. suberosa e 2 de P. pohlii. No intuito de atribuir identidades às sequências realizou-se uma análise de parcimônia, com a obtenção de cladogramas que permitiram a identificação de membros de 31 famílias gênicas de fatores de transcrição em Passiflora spp. Experimentos de macroarranjo mostraram que 9 genes putativos, codificadores de fatores de transcrição, apresentaram expressão nos filamentos da corona. Para a caracterização mais completa desses fatores de transcrição, foram realizados experimentos de RT-PCR em 5 destes 9 genes e hibridização in situ com dois dos 5 genes analisados por RT-PCR. Os resultados obtidos com RT-PCR indicaram que estes genes são expressos nos tecidos da corona mas também em folhas e outros órgãos florais. Os resultados da hibridização in situ confirmaram que os genes encontrados não são especificamente expressos na corona / Abstract: The corona is a floral structure typical from the Passifloraceae family. The elucidation of the mechanisms responsible for the formation of the corona is of great importance to the comprehension of the evolutionary processes that allowed the diversification of the interactions with pollinators among the species of this family. This work aimed the identification and characterization of transcription factors (FT) preferentially expressed in the corona of Passiflora spp. For that, the expressed sequence tags (ESTs) database PASSIOMA was investigated and 139 cDNAs were identified: 69 derived from P. edulis flower libraries, 68 from P. suberosa and 2 from P. pohlii. Aiming to attribute identities to the sequences, a parsimony analysis was performed, with the obtaining of cladograms that allowed the identification of members belonging to 31 different transcription factor gene families in Passiflora spp. Macroarray experiments indicated that 9 putative genes coding for transcription factors showed expression in corona filaments. Further characterization of these transcription factors included RT-PCR experiments involving 5 out of the 9 genes and in situ hybridization with 2 out of the 5 genes that were previously analyzed with RT-PCR. The RT-PCR results indicated that these genes are expressed in corona tissues, but also in leaves and other floral organs. The in situ hybridization results confirmed that the genes studied are not specifically expressed in the corona / Mestrado / Biologia Vegetal / Mestre em Biologia Vegetal

Secondary metabolites are compounds that are not necessary for the survival of the organism, but which are to be related to the organism's interaction with its environment. This work studied compounds of secondary metabolism through the study of chemical and biological extracts and fractions Simaba Maiana Casar. and the involvement of candidate genes (TPS10, TPS14, and CYP71B31 CYP76C3) in the metabolism of monoterpenes in Arabidopsis thaliana. The extracts from roots and stems of Simaba Maiana were tested in antioxidant activity, molluscicide, inhibition of lymphocyte proliferation, inhibition of NO production, anti-Leishmania amazonensis and anti-Trypanosoma cruzi. The four candidate genes (CYP76C3, CYP71B31, TPS10 and TPS14) were selected with the CYPedia, which calculates the coexpression between genes based on the Arabidopsis Affymetrix ATH1 microarray. The extracts and fractions Simaba Maiana showed a lower antioxidant activity by DPPH method, low concentrations of total phenols measured by Folin-Ciocalteu, however, a good antioxidant activity by TBARS method, using three agents of oxidative damage (AAPH, FeSO4 and H2O2). The extract showed cytotoxic activity and molluscicidal concentration of 100 mg/mL. The crude extract of the stem was not active for leishmanicidal and trypanocidal. This extract did not inhibit NO production, but showed a high percentage of inhibition of lymphoproliferation. The skimmianine furoquinoline alkaloid and pellopterin furanocoumarin were isolated from chloroform fraction. The candidate genes showed a similar pattern of expression of the stamen, more specifically the top of the filaments. Heterologous expression in transiently expressed in leaves of Nicotiana benthamiana, in the volatiles of TPS10 TPS14 (alone) were found enantiomers R-(-)-linalool and S-(+)-linalool. In the extraction buffer leaf discs were found that CYP76C3 converts linalool to E-8-hydroxy-linalool and E-8-oxo-linalool, and CYP71B31 in 1,2-epoxy-linalool. The analysis of the methanol extract of the discs incubated in S-(+)-linalool showed the use of this substrate by P450s converting to lilac alcohol for both P450s. Analysis of flowers of Arabidopsis mutants showed minor differences, analyzes with extracts of fresh flowers in UPLC-MS/MS MRM mode, has been found a compound having the same signature as linalool, however with different retention time and may be is an indication of linalool bound. / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Conselho Nacional de Desenvolvimento Científico e Tecnológico / Os metabólitos secundários são compostos que não são necessários para a sobrevivência do organismo, mas que apresentam-se relacionados com a interação do organismo com o seu ambiente. O presente trabalho estudou compostos do metabolismo secundário através do estudo químico e biológico dos extratos e frações Simaba maiana Casar. e a envolvimento dos genes candidatos (TPS10, TPS14, CYP76C3 e CYP71B31) no metabolismo de monoterpenóides em Arabidopsis thaliana. Os extratos das raízes e caule de Simaba maiana foram testadas em ensaios de atividade antioxidante, moluscicida, inibição da linfoproliferação, inibição da produção de NO, anti-Leishmania amazonensis e anti-Trypanosoma cruzi. Os quatro genes candidatos (CYP76C3, CYP71B31, TPS10 e TPS14) foram selecionados com o CYPedia, que calcula a co-expressão entre os genes de Arabidopsis com base no Affymetrix ATH1 microarray. Os extratos e frações de Simaba maiana mostraram uma baixa atividade antioxidante pelo método do DPPH, baixas concentrações de fenóis totais avaliados pelo método de Folin-Ciocalteu, entretanto, uma boa atividade antioxidante pelo método de TBARS, usando três agentes de danos oxidativos (AAPH, FeSO4 e H2O2). Os extratos mostraram atividade moluscicida e citotóxica na concentração de 100 mg/mL. O extrato bruto do caule não foi ativo para as atividades anti-Leishmania e anti-Trypanosoma. Este extrato não inibiu a produção de NO, mas apresentou uma alta porcentagem da inibição da linfoproliferação. O alcalóide furoquinolínico esquiamina e a furanocumarina felopterina foram isolados da fração clorofórmica. Os genes candidatos mostraram um similar padrão de expressão nos estames, mais especificamente na parte superior dos filamentos. Na expressão heteróloga transitoriamente expressa em folhas de Nicotiana benthamiana, nos voláteis de TPS10 e TPS14 (sozinho) foram encontrados os enantiômeros R-(-)-linalol e S-(+)-linalol. No tampão de extração de discos de folhas, verificou-se que CYP76C3 converte linalol em E-8-hidroxi-linalol e E-8-oxo-linalol, e CYP71B31 em 1,2-epoxilinalol. A análise do extrato metanólico dos discos foliares incubados em S-(+)-linalol mostrou a utilização deste substrato por P450s convertendo para lilac álcool para ambos os P450s. Análises de flores em plantas mutantes de Arabidopsis thaliana mostraram pequenas diferenças, em que análises com extratos de flores frescas em UPLC-MS/MS no modo MRM, foi encontrado um composto com a mesma assinatura que linalol, no entanto, com tempo de retenção diferente e pode ser uma indicação de forma ligada do linalol.

Les plantes ont longtemps intrigué les scientifiques, qui, avec son importance vitale pour la planète, sa beauté et l'énorme quantité de formes ayant, les rend un sujet attrayant pour la recherche. Un aspect intéressant est la création d'un modèle virtuel capable de simuler de vraies plantes avec un degré élevé de précision. L'objectif de notre étude est les plantes à fleurs, qui jouent un rôle énorme dans notre vie de fins nutritives et médicales à l'embellissement de l'environnement . L'obtention d'un modèle géométrique exacte d'une fleur est très utile, car elle joue un rôle important dans la validation du modèle virtuel. Par ailleurs, la visualisation de paramètres non directement traçables dans les plantes à fleurs vivantes est d'une grande aide à l'étude de la physiologie. L'énorme biodiversité entre les différentes parties d'un spécimen et entre les différents spécimens fournit une vaste zone d'objectifs qui la synthèse d'image doit contester. Modéliser des fleurs est un sous-ensemble d'un espace de recherche beaucoup plus vaste que la modélisation de plantes. Les plantes à fleurs ont des caractéristiques structurelles qui les rendent différentes des structures d'arbres, d’arbustes ou de l’herbe. A ce jour, on ne tient pas une grande importance à essayer cette ligne de recherche d'une façon particulière et en général a été classé dans le contexte plus large de la modélisation des plantes. Nous avons choisi d’utiliser le «L-systems» pour la procédure de la modélisation, et comme base pour notre recherche. Il y a différents mécanismes de catégorisation topologie de la plante dans chacune des étapes de sa croissance. Pour construire le plan de la structure d'une plante, avec une courte grammaire, quelques lignes étaient quelque chose qui dès le premier moment a suscité l'intérêt et par la suite évolué en quelques systèmes d'interprétation géométriques pour la modélisation des plantes. Notre objectif est d'étudier les moyens efficaces de décrire la structure des plantes à fleurs en utilisant L-systems. Tout d'abord, nous proposons de représenter les formes des feuilles, pétales, étamines, carpelles, etc. Avec une extension de L-systems - un modèle basé sur trois cartes généralisées dimensions - 3Gmaps L-systèmes, qui peut être appliquée avec succès pour la modélisation des plantes à fleurs. La description de la grammaire de la structure des plantes à fleurs fournit un nombre illimité de ses interprétations géométriques. Deuxièmement, nous allons améliorer le processus d'écriture de la grammaire par l'ajout d'une nouvelle fonctionnalité de paramétrage interactif. Troisièmement, nous allons proposer une nouvelle méthode de modélisation inverse des plantes à fleurs, où l'utilisateur peut définir de manière interactive les caractéristiques des fleurs. L'algorithme utilise cette information comme une entrée, qui est ensuite analysée et codée en tant que L -systèmes grammaire. Enfin, nous allons présenter une méthode pour créer des clairières de fleurs virtuelles à l'aide de gestes Kinect. Nous voulons faire remarquer que notre travail a été fait avec la plateforme de logiciel 3Gmaps L- système développé dans le cadre de la thèse d'intégrer toutes les techniques proposées. / Plants have always intrigued scientists as besides of its sheer importance for the earth, their beauty and enormous variety of shapes tempt to thoroughly inquire about its nature. One of the aspects of this inquiry is the creation of the virtual model in order to mimic real plants to a high degree of accuracy. The focus of our study is the flowering plants, which play a huge role in our life from nutritive and medical purposes to beautifying the environment. Obtaining an accurate geometrical model of a flower is quite useful as it plays an important role in the validation of the virtual model. Besides, the visualization of parameters not traceable directly in living flowering plants is a stand-by in studying their physiology. A huge biological diversity both within and between individuals provides a vast area of objectives which the image synthesis must challenge.Flower modelling constitutes a part of a larger research area, plant modelling. Flowering plants have their particular structural features which are different from the structure of trees, bushes or grass. Still not a lot of emphasis has been placed to date on this problem, as it was categorized within the modelling of plants in general. We chose a procedural modeling using L-systems as a base of our research. L-system is a very powerful method of plant simulation. It provides a means of characterizing the topology of a plant at every stage of its growth. Grasping the plant structure with just several lines of grammar attracted immediate interest and later on evolved into several powerful geometrical interpretation system used in plant modelling. Our purpose is to study efficient ways of describing the structure of flowering plants by means of L-systems. First, we will propose to represent the shapes of leafs, petals, stamens, carpels, etc. with an extension of L-systems – a model based on three dimensional generalized maps – 3Gmaps L-systems, which can be successfully applied for the modelling of flowering plants. The grammar description of the structure of the flowering plants provides an unlimited number of its geometrical interpretations. Second, we will improve the process of grammar writing by adding a new functionality of interactive parameter adjustment. Third, we will propose a new method of inverse modelling of flowering plants, where the user can interactively define the flower characteristics. The algorithm uses this information as an input, which is then analyzed and coded as L-systems grammar. Finally, we will present a method for creating virtual glades of flowers using Kinect gestures. We want to remark that our work has been done with 3Gmaps L-system software platform developed in the scope of the thesis to integrate all the proposed techniques.

Orientador: Maria Cláudia Rodrigues Alves / Resumo: Em 1889, o pintor Odilon Redon apresenta a seu editor um conjunto de pranchas com interpretações, tal como ele próprio denominaria, referentes a oito poemas da edição de 1868 d’As Flores do Mal de Charles Baudelaire e, ainda, a uma sugestão de capa ou frontispício para o livro. No presente trabalho, analisaremos os oito poemas selecionados e as nove gravuras propostas para acompanhá-los, publicadas pela primeira vez no portfólio Les Fleurs du Mal. Interprétations par Odilon Redon (1890). As produções do pintor, que constituem a parte pictural de nosso corpus principal, correspondem à sua primeira fase de produção, na qual o artista realizava gravuras denominadas Noirs, de temáticas soturnas e personagens habitantes do universo fantástico. Seu primeiro período artístico se encerra por volta de 1900, com o surgimento de sua segunda fase, que conta, em especial, com temas religiosos e mitológicos, retratados por meio de técnicas que permitiram a criação de obras repletas de cores vivas. Realizamos nosso estudo a partir da análise dos aspectos literário e pictural, por meio do confronto das duas arquiteturas textuais. Para tal, apoiamo-nos principalmente nas noções de paratexto literário/iconográfico de Gérard Genette (1987) e de transposição intersemiótica, apresentada por Claus Clüver no capítulo “Da transposição intersemiótica” e por Leo H. Hoek em “A transposição intersemiótica: por uma classificação pragmática”, ambos constituintes da coletânea de ensaios Poéticas do Visível... (Resumo completo, clicar acesso eletrônico abaixo) / Abstract: In 1889, the painter Odilon Redon presents to his editor a set of plates with interpretations, as he would designate them himself, related to eight poems from the 1868 edition of Charles Baudelaire's The Flowers of Evil, as well as a cover or frontispiece suggestion for the book. In this study, we present the analyses of the eight selected poems and also of the nine pictures proposed to accompany them, first appeared in the portfolio Les Fleurs du Mal. Interprétations by Odilon Redon (1890). The painter's works, which constitute the pictorial portion of our main corpus, correspond to his first phase of production, in which the artist produced engravings titled Noirs, of somber themes, containing characters inhabitants of the fantastic realm. Redon’s first artistic period ends around 1900, with the emergence of his second phase, which particularly includes religious and mythological themes, portrayed through techniques that allowed the creation of works full of bright colors. We conducted our research from the analysis of the literary and pictorial aspects, confronting the two textual architectures. To this end, we rely primarily on the notions of literary/ iconographic paratext by Gérard Genette (1987) and intersemiotic transposition, presented by Claus Clüver in the chapter “Da transposição intersemiótica” and by Leo H. Hoek in “A transposição intersemiótica: por uma classificação pragmática”, both published in the compilation of essays Poéticas do Visível (2006), with the p... (Complete abstract click electronic access below) / Résumé: En 1889, le peintre Odilon Redon présente à son éditeur un ensemble de planches avec interprétations, comme il les appellerait lui-même, qui font référence à huit poèmes de l’édition de 1868 de Les Fleurs du mal de Charles Baudelaire, et aussi à une suggestion de couverture ou de frontispice à l’œuvre du poète. Cette étude analyse les poèmes sélectionnés et les neuf estampes proposées pour les accompagner, d'abord publiées dans le portfolio Les Fleurs du Mal. Interprétations d'Odilon Redon (1890). Les productions du peintre, qui constituent la partie picturale de notre corpus principal, correspondent à sa première phase de production artistique, au cours de laquelle l'artiste a fait des gravures appelées Noirs, de thèmes sombres et de personnages de l'univers fantastique. La première phase finit vers 1900, avec l’émergence de sa deuxième période de production, où Redon travaille principalement avec des thèmes religieux et mythologiques basés sur des techniques qui lui ont permis de réaliser des œuvres pleines de couleurs vives. Nous avons mené notre étude à partir de l'analyse des aspects littéraire et pictural, en procédant à la confrontation des deux architectures textuelles. Pour ce faire, nous nous appuyons principalement sur les notions de paratexte littéraire/ iconographique de Gérard Genette (1987) et de transposition intersémiotique, présentées par Claus Clüver dans le chapitre «Sobre a transposição intersemiótica»; par Leo H. Hoek dans «A transposição intersemiótica:... (Résumé complet accès életronique ci-dessous) / Mestre

El confinamiento obligatorio producto de la pandemia COVID-19, generó un cambio en el comportamiento del consumidor, acelerando la transición de sus actividades presenciales a las actividades online, siendo las compras una de sus actividades más impactadas. El presente modelo de negocio “Todoflores.com”, una plataforma online multilateral, que ofrece el servicio de venta de arreglos florales, ha sido diseñado respondiendo a las necesidades identificadas en el segmento estudiado, con una propuesta de valor centrada en el cliente, ofreciéndole productos de calidad a un precio justo, facilitándole al cliente el proceso de compra y brindándole seguridad. La plataforma de venta de flores Todoflores.com tendrá como uno de sus socios claves a los floristas de los diversos mercados de abastos de Lima Metropolitana, quienes proveerán los arreglos florales y se beneficiarán con el incremento de sus ingresos. En cuanto a la gestión operativa, Todoflores.com, seguirá políticas de calidad, seguridad, cumplimiento, transparencia y de experiencia al consumidor. El negocio financieramente, será sostenible, debido a su fuente de ingresos que se obtendrá por el cobro de una comisión para el proveedor y para el cliente, por cada transacción realizada en la plataforma. Con una inversión de S/ 165,059.00, se realizó la evaluación financiera considerando un horizonte de cinco años. Se hallaron el costo de capital 13.9 % y el Valor presente Neto del proyecto, se calculó la Tasa Interna de Retorno, la cual es mayor al costo de capital; por lo que se considera que es un proyecto viable y que generará valor al inversionista. / The mandatory confinement product of the COVID-19 pandemic, generated a change in consumer behavior, accelerating the transition from their face-to-face activities to online activities, with purchases being one of the activities that it was most affected. The present business model “Todoflores.com”, a multilateral online platform, which offers the sale service of floral arrangements, has been designed in response to the needs identified in the segment studied, with a value proposition centered on the customer, offering products of quality at a fair price, facilitating the customer's purchase process and providing security. The Todoflores.com flower sales platform will have as one of its key partners the home florists of markets of metropolitan Lima, who will be the suppliers of the flower arrangements and who will benefit from the increase in their income through of online sales. Regarding operational management, Todoflores.com will follow policies of quality, security, compliance, transparency and consumer experience. The business model will be financially sustainable, due to the source of income that will be obtained from the collection of a commission for the provider and for the client, for each transaction carried out on the platform. With an investment of S / 165,059.00, the financial evaluation was carried out considering a five-year horizon. The cost of capital 13.9% and the Net Present Value of the project were found, the Internal Rate of Return was calculated, which is larger than the cost of capital. Therefore, it is considered a viable project that will generate value for the investor's capital. / Trabajo de investigación

No description available.

Studien ska undersöka unga kvinnors värderingar, samt varför denna grupp konsumerar blommor, för  att bidra med fördjupad kunskap om hur konsumtionsmönster påverkas av sociologiska aspekter, för att belysa den inverkan det kan ha på visuell kommunikation. Genom en kvalitativ intervjustudie ämnar författarna få insikt i unga kvinnors synsätt kring blomsterkonsumtion, och den empiriska datan ska användas i syfte att exemplifiera hur blomsterbutiker kan tilltala unga kvinnor genom visuell kommunikation. Tidigare forskning om det sociala värdet i blommor, samt inverkan på val av blommor rörs, och för att förstå konsumenten och varumärken präglas studien av teorier och begrepp som anses centrala för förståelsen. Här rörs Consumer Culture Theory, Conspicuous Consumption och Sociala strukturer, då insikt i konsumentena agerande är av stor vikt. Varumärkets visuella identitet, varumärken i sociala medier samt logotyper, illustrationer, färg och typsnitt tillämpas även, i syfte att fördjupa insikten i de visuella element som påverkar konsumenten. Genom en tematisk analys av åtta, transkriberade intervjuer presenteras resultat i form av sex rubriker. Efter genomförd analys kan det konstateras att blommor och blomstergesten laddas med symbolik och en djupare betydelse, kopplat till livsstil och identitet. Kvinnorna konsumerar blommor för att uttrycka uppskattning, samt för att ge bort som gåva. Snittblommor ses som en lyxvara, vilket visar på blommors relation till klasstillhörighet och livsstil. Resultatet visar dessutom ett mönster i svaren kopplat till visuella element, där respondenterna valde mellan olika färger, typsnitt, illustrationer och bildmanér. Med grund i teoretiskt ramverk, tidigare forskning och  empiriskt material har de övergripande frågeställningarna besvarats, samt en ny grafisk profil, logotyp och marknadsföringsmaterial utformats i linje med resultat och slutsatser. Målet är således att bidra med strategiska verktyg till blomsterbutiker, för att de ska kunna kommunicera effektivt och tilltala den eftersträvade målgruppen. / The study will examine young women's values, as well as why this group consumes flowers, to contribute with in-depth knowledge of how consumption patterns are influenced by sociological aspects, to highlight the impact it can have on visual communication. Through a qualitative interview study, the authors intend to gain insight into young women's approach to flower consumption, and the empirical data will be used to exemplify how flower shops can appeal to young women through visual communication. Previous research on the social value in flowers, as well as the influence on the choice of flowers is touched upon, and in order to understand the consumer and brands, the study is characterized by theories and concepts that are considered central to the understanding. Here Consumer Culture Theory, Conspicuous Consumption and Social structures are touched upon, as insight into consumer behavior is of great importance. The brand's visual identity, branding in social media as well as logos, illustrations, color and fonts are also applied, with the aim of deepening the insight into the visual elements that influence the consumer. Through a thematic analysis of eight, transcribed interviews, results are presented in the form of six headings. After the analysis, it can be stated that flowers and the floral gesture are loaded with symbolism and a deeper meaning, linked to lifestyle and identity. The women consume flowers to express appreciation, as well as to give away as gifts. Cut flowers are seen as a luxury item, which shows the relationship of flowers to class affiliation and lifestyle. The result also shows a pattern in the answers linked to visual elements, where the respondents chose between different colors, fonts, illustrations and image styles. Based on theoretical framework, previous research and empirical material, the overall questions have been answered, and a new graphic profile, logo and marketing material designed in line with results and conclusions. The goal is thus to contribute strategic tools to flower shops, so that they can communicate effectively and appeal to the desired target group.

No description available.

A proposta deste trabalho é a tradução para o português do romance Les Fleurs bleues, de Raymond Queneau. Trata-se de um romance que oferece resistência à tradução em função do trabalho do autor sobre a língua francesa. Para chegar ao objetivo proposto procedemos a uma historicização da obra de Queneau, de modo a compreendermos seu projeto de inclusão da língua falada na literatura e em todos os campos do conhecimento. A escrita de Queneau é caracterizada por seu estilo impregnado de humor e repleto de elementos de oralidade, em que o significante ganha autonomia: jogos de palavras, trocadilhos, provérbios, rimas, aliterações, o autor lança mão de todos os recursos para sublinhar, com humor, a crise do signo. Procuramos analisar os procedimentos adotados por Queneau e o modo como se manifesta sua escrita em Les Fleurs bleues visando ao estabelecimento de parâmetros que possibilitassem oferecer ao leitor brasileiro uma tradução que lhe permitisse, apesar dos diferentes contextos linguísticos e culturais, uma leitura prazerosa em que ele tenha acesso ao texto de Queneau e acompanhar a narrativa, conservando o jogo de significantes e o humor. Levantamos marcas de oralidade presentes nos sistemas linguísticos francês e português, para chegarmos, finalmente à realização do trabalho tradutório, do qual comentamos as manifestações de oralidade no original e as soluções adotadas para sua restituição em português. / The purpose of this work is the Portuguese translation of the novel Les Fleurs bleues, by Raymond Queneau. It is a novel that offers resistance to translation as a function of author\'s work on the French language. To reach the proposed goal, we proceeded to a historicizing of Queneau\'s production, in order to understand his project for inclusion of the spoken language in literature and in all fields of knowledge. Queneau\'s writing is characterized by his style imbued with humor and filled with elements of orality, where significant gains autonomy: wordplay, puns, proverbs, rhymes, alliterations, the author uses all resources to emphasize with humor, the \"crisis of the sign.\" We have analyzed the procedures adopted by Queneau and how his writing manifests in Les Fleurs bleues in order to establish parameters that offers to Brazilian readers a translation that would enables him, despite the different linguistic and cultural contexts, to have an enjoyable read and to access the text of Queneau and follow the narrative, keeping the work of signifiers and the humor. We studied the marks of orality present in French and Portuguese language systems, to arrive finally to perform the work of translation, which we commented on the manifestations of orality in the original and the adopted solutions for restitution in Portuguese.