Abstract Advertising discourse is peculiar, it has the appealing and persuasive functions of language and has the following general objectives: attract attention, arouse interest, provoke desire and lead to the action of purchase and consumption. Whether it’s in verbal form (text) or non-verbal form (image), the language of advertising combines two fundamental aspects: aesthetics, because it is essentially literary, fictional, poetic, emotive and seductive; rhetorical, because it is pragmatic, effective and persuasive. These aspects are present due to the use of frequent and diverse rhetorical figures, particularly those that establish analogies, as they imply identities and make comparisons. This is the case with prosopopoeia, a frequent and effective rhetorical figure in advertising, because it is simple to establish implications and understand them and because it enhances the discourse, making it more lively, attractive, and empathetic, whilst identifying both products/brands and consumers. How does advertising language become aesthetic and rhetorical with prosopopoeia? How does prosopopoeia establish meaning and guide the understanding of the significance of advertising messages? Using a theoretical-conceptual approach, this article presents a qualitative study centred on the application of prosopopoeia as a stylistic and rhetorical resource in advertising discourse. Its objectives are: (a) to relate the two aspects mentioned (aesthetics and rhetoric) in the lure of persuasive strategies within advertising communication, and (b) to justify prosopopoeia as a power of ortho -doxy in the literary discourse of advertising.

Resumo O discurso publicitário é peculiar, tem as funções apelativas e persuasivas da linguagem e objetivos genéricos: chamar a atenção, suscitar interesse, provocar desejo e levar à ação de compra e consumo. Quer se apresente na forma verbal (texto) quer na forma não verbal (imagem), a linguagem da publicidade concilia duas vertentes fundamentais: a estética, porque é essencialmente literária, ficcional, poética, emotiva e sedutora; a retórica, porque é pragmática, eficaz e persuasiva. Estas vertentes devem-se ao recurso a frequentes e diversificadas figuras de retórica, em particular as que estabelecem analogias, pois implicam identidades e estabelecem comparações. É o caso da prosopopeia, figura de retórica frequente e eficaz em publicidade, por ser simples de estabelecer implicações e de as entender e por potenciar o discurso, tornando-o mais vivaz, atrativo, empático e identificando os produtos/marcas e os consumidores. Como a linguagem publicitária se torna estética e retórica com a prosopopeia? Como a prosopopeia estabelece o sentido e orienta o entendimento da significação das mensagens publicitárias? Através de uma abordagem teórico-conceptual, este artigo apresenta um estudo qualitativo centrado na aplicação da prosopopeia como recurso estilístico e retórico no discurso publicitário. Os objetivos são: (a) relacionar as duas vertentes mencionadas (a estética e a retórica) na atratividade das estratégias persuasivas em comunicação publicitária, e (b) justificar a prosopopeia como potência da orto-doxia do discurso literário da publicidade.

Resumo Vivemos hoje numa nova esfera virtual e global. Computadores e aparelhos eletrônicos (smartphones) nos fazem ficar on-line, imersos na ciberesfera, numa rede conectada num sistema todos-para-todos. Um mundo cada vez mais hiper-real tem implicações na dependência da nossa percepção em simulações. Todo o sistema é inundado pela indeterminação e a realidade é absorvida pela hiper-realidade da simulação, diz Baudrillard. A hiper-realidade e a simulação substituem e parecem mais reais do que a própria realidade. Devemos refletir sobre o que é o virtual e quais são os seus efeitos ou consequências, uma vez que cada novo meio eletrônico ou dispositivo digital traz novos procedimentos, comportamentos e modos de ser. Seguindo uma abordagem teórica e conceitual, pretende-se: a) compreender as implicações do virtual e os seus efeitos e b) problematizar as experiências cotidianas de hiper-realidade que remodelam e reestruturam padrões de cultura e interação social. O virtual não é apenas o que Baudrillard define como ilusão. O virtual pensa por nós. No passado recente nós é que pensávamos no virtual. Conclui-se que a tecnologia nos habituou à mediatização virtual e agora a percebemos como real, sem distingui-la do real, preferindo a potência ilimitada do ilusório com seus efeitos às limitações do real.

Abstract We live today in a new virtual and global space. Computers and electronic devices (smartphones) make us stay online, immersed in the cyberspace, in a network connected in an all-to-all system. An increasingly hyperreal world implies how our perception depends on simulations. The whole system is swamped by indeterminacy and reality is absorbed by the hyperreality of the simulation, says Baudrillard. Hyperreality and simulation replace and seem more real than reality itself. We must reflect on what the virtual is and what are its effects or consequences, since each new electronic medium or digital device brings new procedures, behaviors, and ways of being. Following a theoretical and conceptual approach, the aims of this study are: a) to understand the implications of the virtual and its effects, and b) to problematize the ordinary experiences of hyperreality that reshape and restructure patterns of culture and social interaction. The virtual is not just what Baudrillard defines as illusion. The virtual thinks for us. In the recent past, it was the opposite. We conclude that technology has accustomed us to virtual mediatization and now we perceive it as real without distinction, preferring the unlimited power of the illusory with its effects to the limitations of the real.

RESUMO A detecção e identificação molecular de vírus são fundamentais para se definir estratégias de controle de viroses, tendo uma importancia crucial para vírus transmitidos por moscas-brancas. Plantas de algodoeiro (Gossypium) com sintomas de mosaico e redução de produtividade foram observadas em cultivares comerciais (G. hirsutum) e em acessos do banco de germoplasma de algodão da Embrapa mantidos em campo (G. hirsutum, G. barbadense, G. mustelinum). A extração de DNA a partir de plantas com sintomas de mosaico e clorose internerval e amplificação do genoma de begomovírus com primers degenerados e universais mostrou a associação com um begomovírus. Este vírus foi identificado como um isolado de sida micrantha mosaic virus (SiMMV) por sequenciamento do amplicon. O vírus não pode ser transmitido para algodão por mosca-branca (Bemisia tabaci MEAM1) quando plantas de algodão foram usadas como fonte de inóculo, em casa de cultivo protegido, sugerindo uma complexa interação entre vírus, plantas e vetores.

ABSTRACT Detection and molecular identification of viruses are fundamental to define control strategies against viral diseases, particularly for whitefly-transmitted viruses. Cotton (Gossypium) plants showing leaf mosaic symptoms and yield reduction were observed in commercial cultivars (G. hirsutum) and in plants of the cotton germplasm collection of Embrapa maintained in the field (G. hirsutum, G. barbadense, G. mustelinum). DNA was extracted from cotton plants with symptoms of mosaic and interveinal chlorosis, and a begomovirus-specific genome was amplified with degenerated universal primers, which indicated their association with a begomovirus. This virus was identified as an isolate of sida micrantha mosaic virus (SiMMV) after the amplicon sequencing. The virus could not be transmitted by whiteflies (Bemisia tabaci MEAM1) to cotton plants when the latter were used as inoculum source under protected cultivation house, suggesting a complex interaction among viruses, plants and vectors.

Abstract Cultivar BRS 433FL B2RF is a high-quality fiber upland cotton with high lint yield potential and resistance to several diseases. The introgressed transgenic events Bollgard II® and Roundup Ready Flex® confer enhanced resistance to lepidopteran pests and tolerance to the herbicide glyphosate, respectively. Fiber length exceeds 32.5 mm and fiber strength 33 gf tex-1.

La publicidad a menudo provocan el pathos y estimulan reacciones emocionales (como miedo, patriotismo, culpa, pena, alegría, satisfacción, etc.) para conseguir lo que quiere. Considerando la habilidad retórica y la proliferación de anuncios publicitarios en las sociedades occidentales contemporáneas, este artículo analiza estos discursos omnipresentes, seductores e afectivos. Siguiendo un enfoque teórico y reflexivo, el objetivo es discutir y comprender el poder de la retórica en explorar la seducción y provocar afectos en las estrategias publicitarias.

A publicidade frequentemente provoca o pathos e estimula reações emocionais (como medo, patriotismo, culpa, pena, alegria, satisfação, etc.) para conseguir o que quer. Considerando a habilidade retórica e a proliferação de anúncios publicitários nas sociedades ocidentais contemporâneas, este artigo analisa esses discursos onipresentes, sedutores e afectivos. Seguindo uma abordagem teórica e reflexiva, o objetivo é discutir e compreender o poder da retórica em explorar a sedução e provocar afetos nas estratégias publicitárias.

Advertising frequently provokes pathos and elicits emotional reactions (e.g. fear, patriotism, guilt, pity, joy, satisfaction, etc.) to get what it wants. Considering the rhetorical ability and the proliferation of advertisements in the contemporary Western societies, this article analyzes these omnipresent, seductive and affective discourses. Following a theoretical and reflexive approach, the objective is to argue and understand the power of rhetoric developing seduction and provoking affections in advertising strategies.

Abstract Transgenic cotton cultivars BRS 430 B2RF and BRS 432 B2RF, medium and late season respectively, were developed by EMBRAPA in partnership with Bahia Foundation, aiming to create a high-yielding germplasm. The Bt toxins Cry1Ac and Cry2Ab target lepidopteran pests and the CP4-EPSPS gene confers tolerance to the herbicide glyphosate.

Abstract Cotton cultivar BRS 368RF was developed by EMBRAPA in a partnership with the Bahia Foundation, aiming to create high-yielding germplasm by adding transgenic traits addressed to Brazilian Savanna (cerrado) of the Northeast and North regions. BRS 368RF is a midseason cultivar and has yield stability and transgenic tolerance to glyphosate.

RESUMO. Os cotonicultores do mundo inteiro sofrem com as perdas causadas pela presença de fitonematoides nas lavouras. Assim o objetivo deste trabalho foi estudar a herança da resistência do acesso TX 25 de Gossypium hirsutum raça punctatum a Meloidogyne incognita raça 3. Foram utilizados acessos de Gossypium sp. pertencentes ao Banco de Germoplasma da Embrapa Algodão. Foram realizados dois experimentos em dois anos consecutivos. No primeiro ano foram testados FiberMax 966 e TX 25 como parentais suscetível e resistente, respectivamente, e as gerações F1, F2 e retrocruzamento. No segundo experimento foram testados os parentais FiberMax 966 e TX 25, a geração F2 além dos genótipos M315 (resistente) LA887 e DeltaOpal (moderadamente resistentes). Em ambos experimentos as plantas foram inoculadas com 2000 ovos e J2 de M. incognita raça 3. As avaliações ocorreram aos 120 dias após a inoculação, e avaliou-se índice de galhas, índice de massa de ovos e fator de reprodução. No primeiro experimento as plantas da geração F1 e do retrocruzamento se mostraram suscetíveis, As plantas da geração F2 nos dois experimentos apresentaram uma proporção de três plantas resistentes para uma suscetível indicando resistência de caráter oligogênico.

ABSTRACT. Cotton producers worldwide suffer with the losses caused by the presence of phytonematodes. The aim of the present study was to investigate the inheritance of resistance to Meloidogyne incognita race 3 in Gossypium hirsutum variety punctatum accession TX 25. Accessions of Gossypium sp. were obtained from the germplasm bank of Embrapa Cotton. Two experiments were performed in two consecutive years. In the first experiment, a susceptible parental line, FiberMax 966, a resistant parental line, TX 25, and their F1, F2 and backcross generations were tested. In the second experiment, parental lines FiberMax 966 and TX 25, their F2 generation, and genotypes M315 (resistant), LA887 and DeltaOpal (moderately resistant) were tested. In both experiments, plants were inoculated with 2000 eggs and J2 of M. incognita race 3. The gall index, egg mass index and reproduction factor were evaluated 120 days following inoculation. In the first experiment, plants from the F1 and backcross generations were susceptible. Plants from the F2 generation presented a 3:1 resistant-to-susceptible ratio in the two experiments, indicating oligogenic resistance.

ABSTRACT Objective: Exposures to sharps injuries occurring in the community are relatively frequent. We describe characteristics of community sharp exposures reported in the city of Rio de Janeiro from 1997 to 2010. Methods: A cross-sectional analysis of exposure reports to sharps in the community reported to a surveillance system, designed for health care workers, of the Municipal Health Department of Rio de Janeiro. The characteristics of exposed individuals analyzed included types of exposure, the circumstances of the accident, and the prophylaxis offered. Results: 582 exposures were studied. Median age was 30 years and 83 (14%) involved children with less than 10 years of age. Two hundred and seventeen (37%) occurred with sharps found in the streets. The exposure was percutaneous in 515 (89%) and needles where involved in 406 (70%) of them. The sharps were present in the trash in 227 (39%) or in the environment in 167 (29%) of the reports. Professionals who work with frequent contact with domestic or urban waste were 196 (38%). The source was known in 112 (19%) of the exposures and blood was involved in 269 (46%). Only 101 (19%) of the injured subjects reported a complete course of vaccination for hepatitis B. Antiretroviral prophylaxis was prescribed for 392 (68%) of the exposed subjects. Conclusions: Sharps injuries occurring in the community are an important health problem. A great proportion would be avoided if practices on how to dispose needles and sharps used outside health units were implemented.

BACKGROUND Haemophilus influenzae (Hi) serotype b (Hib) conjugate vaccine was incorporated into the infant immunisation schedule in Brazil in 1999, where Hib was one of the major etiologic sources of community-acquired bacterial meningitis. OBJECTIVES The purpose of this study is to describe the molecular epidemiology of invasive Hi disease in Rio de Janeiro state, Brazil, before and after vaccine introduction. METHODS Surveillance data from 1986 to 2014 were analysed. Hi isolates recovered from cerebrospinal fluid (CSF) or blood from 1993 to 2014 were serotyped by slide agglutination, genotyped by multilocus sequence typing (MLST), and the capsule type evaluation, differentiation of serologically non-typeable isolates, and characterisation of the capsule (cap) locus was done by polymerase chain reaction. Antimicrobial susceptibility testing was performed using E-test. FINDINGS From 1986 to 1999 and from 2000 to 2014, 2580 and 197 (42% without serotype information) confirmed cases were reported, respectively. The case fatality rate was 17% and did not correlate with the strain. Hib and b- variant isolates belonged to ST-6, whereas serotype a isolates belonged to the ST-23 clonal complex. Serotype a appeared to emerge during the 2000s. Non-encapsulated isolates were non-clonal and distinct from the encapsulated isolates. Ampicillin-resistant isolates were either of serotype b or were non-encapsulated, and all of them were β-lactamase-positive but amoxicillin-clavulanic acid susceptible. MAIN CONCLUSIONS Although Hi meningitis became a relatively rare disease in Rio de Janeiro after the introduction of the Hib conjugate vaccine, the isolates recovered from patients have become more diverse. These results indicate the need to implement an enhanced surveillance system to continue monitoring the impact of the Hib conjugate vaccine.

Abstract Sporotrichosis is the most common subcutaneous mycosis in South America and its association with zoonotic transmission remains a relevant public health problem in Rio de Janeiro, Brazil. The disease most commonly presents as subacute or chronic cutaneous lesions, although dissemination to various organs and systems occurs in rare cases, mainly in immunosuppressed individuals. This report describes a case of sporotrichosis with severe bone and subcutaneous damage in an immunocompetent patient who did not exhibit the characteristic skin lesions of sporotrichosis, including ulcers, nodules, and lymphangitis.

Abstract BRS 369RF and BRS 370RF were developed by the EMBRAPA as a part of efforts to create high-yielding germplasm with combinations of transgenic traits. BRS 369RF and BRS 370RF are midseason cultivars and have yield stability, adaptation to the central Brazilian savanna, good fiber quality and tolerance to glyphosate herbicide.

Resumo: O objetivo deste trabalho foi identificar marcadores polimórficos de sequências simples repetidas (SSR) para identificação varietal de algodão e avaliação da distância genética entre as variedades. Inicialmente, 92 marcadores SSR foram genotipados em 20 cultivares de algodão do Brasil. Desse total, 38 locos foram polimórficos, dos quais dois deles foram amplificados por um único par de iniciadores; o número médio de alelos por loco foi 2,2. Os conteúdos de informação polimórfica (PIC) e de poder de discriminação (DP) foram, em média, 0,374 e 0,433, respectivamente. A distância genética média foi de 0,397 (mínima de 0,092 e máxima de 0,641). Um painel de 96 variedades originárias de diversas regiões do mundo foi avaliado por 21 locos polimórficos derivados a partir de 17 pares de iniciadores selecionados. Entre essas variedades, a distância genética média foi de 0,387 (mínima de 0 e máxima de 0,786). Os dendrogramas elaborados a partir de média aritmética não ponderada (UPGMA) não refletiram as regiões do Brasil (20 genótipos) ou do mundo (96 genótipos), onde as variedades ou linhagens foram selecionadas. O procedimento de reamostragem bootstrap mostra que a identificação dos genótipos é viável com 19 locos. Os marcadores polimórficos avaliados são úteis na identificação varietal de um painel amplo de variedades de algodão e podem ser aplicados em estudos de diversidade da espécie.

Abstract: The objective of this work was to identify polymorphic simple sequence repeat (SSR) markers for varietal identification of cotton and evaluation of the genetic distance among the varieties. Initially, 92 SSR markers were genotyped in 20 Brazilian cotton cultivars. Of this total, 38 loci were polymorphic, two of which were amplified by one primer pair; the mean number of alleles per locus was 2.2. The values of polymorphic information content (PIC) and discrimination power (DP) were, on average, 0.374 and 0.433, respectively. The mean genetic distance was 0.397 (minimum of 0.092 and maximum of 0.641). A panel of 96 varieties originating from different regions of the world was assessed by 21 polymorphic loci derived from 17 selected primer pairs. Among these varieties, the mean genetic distance was 0.387 (minimum of 0 and maximum of 0.786). The dendrograms generated by the unweighted pair group method with arithmetic average (UPGMA) did not reflect the regions of Brazil (20 genotypes) or around the world (96 genotypes), where the varieties or lines were selected. Bootstrap resampling shows that genotype identification is viable with 19 loci. The polymorphic markers evaluated are useful to perform varietal identification in a large panel of cotton varieties and may be applied in studies of the species diversity.

Variedades locais de algodão são fontes valiosas de diversidade genética. O objetivo deste estudo foi estimar a diversidade genética de algodoeiro mocó plantado na Paraíba e Rio Grande do Norte, utilizando marcadores de microssatélites. Um conjunto de 38 acessos - 21 plantas do Rio Grande do Norte e 17 da Paraíba - foi analisadas usando 24 pares de primers de microssatélites de algodão, que amplificaram 20 locos polimórficos. A média do índice de fixação foi de 0,432 e foi ligeiramente maior nos indivíduos da Paraíba do que do Rio Grande do Norte. A diversidade genética de Nei entre as amostras de cada estado apresentou valores similares (HT = 0,327 e 0,302 na Paraíba e Rio Grande do Norte, respectivamente), indicando que uma diversidade genética similar tem sido mantida. Logo, a proporção da diversidade genética entre as populações foi extremamente baixa (DST = 0,007), mas expressiva entre as mesorregiões (DST = 0,069). Conforme os dados, conclui-se que a similaridade genética entre as populações é alta.

The objective of this study was to estimate genetic diversity of cotton mocó planted in Paraíba and Rio Grande do Norte using microsatellite markers, since mocó landraces are a valuable source of genetic diversity. A set of 38 accessions - 21 plants from Rio Grande do Norte and 17 from Paraiba - was analyzed using 24 pairs of cotton microsatellite primers, which amplified 20 polymorphic loci. The average inbreeding was 0.432, and was slightly higher in individuals from Paraíba than from Rio Grande do Norte. Genetic diversity (Nei´s unbiased estimator) between individuals from each state's populations had similar values (HT = 0.327 and 0.302 in Paraíba and Rio Grande do Norte, respectively), indicating that comparable variability has been maintained. Moreover, the proportion of diversity between populations was extremely low (DST = 0.007), but expressive between mesoregions (DST = 0.069). These data led us to conclude that the genetic similarities between populations are high.

Qual é a relação entre a publicidade e a moral (esta enquanto objecto da reflexão ética)? A publicidade não depende da moral, mas pode revestir-se de moralidade ou imoralidade. Se a publicidade explora as potencialidades do discurso para se tornar eficaz, é uma forma de retórica ou arte do discurso persuasivo que exige um cuidado ético, pois os fins estão determinados e não justificam os meios. A publicidade assume uma dimensão ética devido às estratégias que utiliza, havendo a possibilidade das estratégias serem ardilosas, falaciosas ou falazes. O tema da ética é, sic et simpliciter, racional, dialéctico e reflexivo. As questões éticas são, por norma, aporéticas. Assim, este texto privilegia uma análise crítica da ética na publicidade e na comunicação. A metodologia traduz-se na problematização e conceptualização da ética da publicidade como uma estética do discurso retórico.

What is the relationship between advertising and morals (this one as an object of ethical reflection)? Advertising does not depend on morality, but it can be moral or immoral. If advertising uses speech power to become effective, it is a rhetorical or a persuasive speech art requiring an ethical caution, because the goals are determined and do not justify the means. Advertising takes an ethical dimension, especially when it follows a cunning, fallacious or deceptive strategy. The topic of ethics is, sic et simpliciter, rational, dialectical and reflexive. Ethical issues are, as a rule, aporias. Thus, this paper focuses on a critical analysis of ethics in advertising and communication. The methodology is reflected in the conceptualization and questioning of advertising ethics as an aesthetic of rhetorical speech.