This article interprets the persuasion of Paul's communication to the Corinthians in 1 Corinthians 12:31b-13:3 from a text-generated persuasion-interpretation (TGPI) rhetorical perspective. Text-generated persuasion-interpretation is not based on ancient Greco-Roman rhetoric and differs from ancient rhetorical analyses. Ancient Greco-Roman rhetorical analyses reimpose rhetorical categories on the text, analysing it within the confines of those rhetorical categories that merely mention rhetorical stylistic devices and techniques that the author uses to persuade the audience. Instead, this rhetorical approach is done by reconstructing the rhetorical strategy from the text itself, in other words, how Paul used rhetorical arguments and rhetorical techniques when persuading the Corinthians to pursue unity and order, by eulogising the excellencies of love. Paul's persuasive strategy from 1 Corinthians 12:31b-13:3 was constructed and analysed. The descriptive analysis of the author's persuasive intent was constructed from the text itself, proving that the means the author uses to persuade the readers can be based on the text alone. The author's dominant rhetorical strategy was defined from the text, by determining his primary rhetorical objective in the particular section. This article showed that Paul employed various rhetorical devices to enhance his persuasion. The first is the argument based on disillusionment. The second are rhetorical techniques such as explicit contrasting, conspicuous words and metaphors, binary, hyperbole, parallelism, repetition, rhythm, and antithesis to persuade the Corinthians to desire 'the far more supreme way' as the exclusive stimulus for practising spiritual gifts. CONTRIBUTION: This article offers something new in the sense that the rhetorical method of interpretation, called a text-generated persuasion-interpretation, is applied to 1 Corinthians 12:31b-13:3 for the first time. With a renewed interest in rhetorical interpretation of the texts, this methodology allows for its improvement with further research, as it has the potential to incorporate multidisciplinary approaches to the text. Furthermore, this article demonstrates that the dominant rhetorical objective of the text and the persuasion of the author can be derived from the text without relying on ancient rhetoric. Finally, the article shows that new rhetorical insights, such as new rhetorical techniques used to enhance the author's persuasion, can still be discovered, as they have been discovered in this study

This research aims to examine the Indonesian Ulema Council's (MUI) fatwa strategy on COVID-19 vaccination booster, which employed religious narrations and laboratory test evidence to justify its arguments. Religious texts become ideological frames that are legitimate and effective in influencing the human senses. This study uses maqashid al-Qur'an as approach. Hence, the use of text of the Qur'an, hadith, and quotations from various ulema's opinions elucidates the vaccination aim under Islamic law. Based on the MUI fatwa, the primary purpose of the vaccinations is for the sake of national benefits, whereas, from the perspective of maqashid al-Qur'an, it mainly leads to the preservation of the Indonesian people's life as a whole. The COVID-19 vaccination carried out in Indonesia is for curative purposes; consequently, this programme is classified into the daruriyah [urgent] category. The results revealed that religious authority plays a crucial role in persuading its adherents. CONTRIBUTION: This research shows that interpreting the Qur'anic verses using the maqashid theory should also be integrated with a scientific approach for the benefit of humanity

ABSTRACT The general objective of the research was to analyze legally the executory sentences of first instance on criminal infractions. Case: Criminal Jurisdiction of Cañar Canton, Ecuador. It was developed from a quantitative approach, through the search, collection and critical analysis of documents and bibliographic references. A theoretical-conceptual review was carried out in terms of logic and legal argumentation, through a search in legislation, doctrine and national jurisprudence. Likewise, the statistics provided by the Judiciary Council's Judgments Database were used. It is concluded that legal argumentation has a very important role in the field of law in terms of supporting a decision and persuading a varied addressee by means of evidence and reasoning, using logic, dialectics and rhetoric. Consequently, these elements become indispensable instruments to make judicial decisions acceptable.

RESUMEN El objetivo general de la investigación fue analizar jurídicamente las sentencias ejecutoriadas de Primera instancia sobre infracciones penales. Caso: Jurisdicción penal del Cantón Cañar, Ecuador. Se desarrolló desde el enfoque cuantitativo, a través de la búsqueda, recolección y análisis crítico documental, referencial bibliográfico. Se realizó una revisión teórico-conceptual en cuanto a lógica y argumentación jurídica se refiere, a través de una búsqueda en la legislación, la doctrina y la jurisprudencia nacional. Así mismo, fueron utilizadas las estadísticas arrojadas por la Base de Datos de Sentencias del Consejo de la Judicatura. Se concluye que, la argumentación jurídica tiene un rol muy importante dentro del campo del derecho en cuanto a sustentar una decisión y persuadir de ella a un destinatario variado mediante pruebas y razonamientos, con uso de la lógica, la dialéctica y la retórica. En consecuencia, se tornan estos elementos, en instrumentos indispensables para hacer aceptables las decisiones judiciales.

ABSTRACT With François Hartog and Bernard Guenée as starting points, we question the opinion, crystallized by many historians and literary critics, that Fernão Lopes, chief chronicler of the Portuguese regal court in the first half of the 15th century, chose to prioritize written sources to the detriment of oral sources, for considering them superior when it comes to the writing of history. Then, we show, through appreciation of the historiographical production of Gomes Eanes de Zurara, Lopes’ successor, how medieval chroniclers that historicized a chronological period close to the one in which they lived in made use of enunciation marks linked to direct autopsy (“I saw it”) and indirect autopsy (“I heard from who saw it”) as ways of demonstrating authority, supporting their writing and persuading the audience about the truthfulness of what is being narrated. Concurrently, we discuss how the witness - “declared memory”, according to Paul Ricoeur’s concept, or “bearer of memory”, in the words of François Hartog -, has their account evaluated, credited and authenticated by the chronicler, with he being, at times, a direct witness of what he writes. points opinion critics Lopes th century history Then show Zurara successor I it” authority narrated Concurrently declared memory, memory , memory” Ricoeurs Ricoeur s concept bearer evaluated times writes

RESUMO Partindo de François Hartog e Bernard Guenée, questionamos a opinião, cristalizada por vários historiadores e críticos literários, de que Fernão Lopes, cronista-mor da corte régia portuguesa na primeira metade do século XV, escolheu dar primazia às fontes escritas em detrimento das orais por considerá-las superiores no que diz respeito à escrita da história. A seguir, evidenciamos, através da apreciação da produção historiográfica de Gomes Eanes de Zurara, sucessor de Lopes, como os cronistas medievais que historiaram um período cronológico próximo àquele em que viveram faziam uso de marcas de enunciação ligadas à autópsia direta (“eu vi”) e indireta (“eu ouvi de quem viu”) como meios de demonstrar autoridade, respaldar a sua escrita e persuadir o público sobre a verdade das coisas narradas. Concomitantemente, discutimos como a testemunha - “memória declarada”, segundo a concepção de Paul Ricoeur, ou “portadora de memória”, nas palavras de François Hartog -, tem o seu relato avaliado, acreditado e autenticado pelo cronista, ele próprio, por vezes, testemunha direta do que escreve. Guenée opinião literários Lopes cronistamor cronista mor XV considerálas considerá las história seguir evidenciamos Zurara eu vi vi” viu viu” autoridade narradas Concomitantemente memória declarada, declarada , declarada” Ricoeur portadora memória, memória” avaliado próprio vezes escreve

Resumen: La comunicación interpersonal en la práctica clínica afecta la satisfacción de los pacientes, los resultados clínicos y el bienestar del personal de la salud. Sin embargo, la necesidad de incorporar habilidades de comunicación en la formación del personal de la salud es un problema sin resolver. Se presenta un estudio de caso con metodología cualitativa, que tiene como objetivos comprender los desafíos de un grupo de estudiantes de Odontología para gestionar la comunicación con los pacientes, así como conocer sus percepciones respecto a una primera experiencia de formación en habilidades de comunicación interpersonal. Los datos son recolectados mediante observación participante, narraciones y entrevistas en profundidad, y procesados mediante análisis de contenido. Los desafíos de los estudiantes incluyen sostener el encuadre, manejar la empatía y persuadir a los pacientes para cumplir el tratamiento. Relatan cambios en la comunicación con los pacientes, que adjudican a su participación en la experiencia formativa

Abstract: Interpersonal communication in clinical practice affects patient satisfaction, clinical outcomes, and the well-being of healthcare staff. However, the need to incorporate communication skills into healthcare personnel training remains an unresolved issue. This qualitative case study aims to understand the challenges faced by a group of Dentistry students in managing communication with patients, as well as to explore their perceptions regarding their initial experience with interpersonal communication training. Data is collected through participant observation, narratives, and in-depth interviews, and processed using content analysis. The students' challenges include maintaining boundaries, handling empathy, and persuading patients to comply with treatment. They report changes in their communication with patients, which they attribute to their participation in the training experience

Resumo: A comunicação interpessoal na prática clínica afeta a satisfação do paciente, os resultados clínicos e o bem-estar da equipe de saúde. Entretanto, a necessidade de incorporar habilidades de comunicação na formação da equipe de saúde é um problema não resolvido. Apresentamos um estudo de caso com metodologia qualitativa, cujo objetivo é compreender os desafios de um grupo de estudantes de odontologia no gerenciamento da comunicação com os pacientes, bem como conhecer suas percepções sobre uma primeira experiência de formação em habilidades de comunicação interpessoal. Os dados são coletados por meio de observação participante, narrativas e entrevistas em profundidade, e processados por meio de análise de conteúdo. Os desafios dos alunos incluem manter o enquadramento, gerenciar a empatia e persuadir os pacientes a aderir ao tratamento. Eles relatam mudanças na comunicação com os pacientes, que atribuem à sua participação na experiência de treinamento

RESUMO. Apesar da persuasão estar presente de forma natural na comunicação humana, o seu uso adequado parece estar ausente nas campanhas de conscientização na saúde, como é evidenciado pela disparidade entre a frequência de certas campanhas e a diminuição dos comportamentos associados a ela. Nesse sentido, o objetivo do estudo foi realizar uma revisão de literatura acerca dos tipos de persuasão empregados na saúde, sua eficácia, e contextos de aplicação mais adequados. Foram considerados trabalhos em português ou inglês, publicados nos últimos cinco anos nas plataformas BVS, PubMed e Scielo, sendo selecionado o total de 38 artigos que foram divididos por estratégia de persuasão ou o tipo de questão abordada (alimentação, doenças, drogas, exercício, vacinação e outros). Os resultados indicaram que no geral, as estratégias persuasivas obtiveram eficácia em alcançar seus objetivos, sendo o maior desafio a adequação na escolha das estratégias ao tipo de questão abordada pela campanha. Portanto, é concluído que pensar na forma de persuadir o público-alvo é um tema pertinente para otimizar as campanhas de saúde, devendo ser um aspecto considerado no futuro.

ABSTRACT. Although persuasion is naturally present in human communication, its proper use seems absent in healthcare awareness campaigns, as evidenced by the disparity between the frequency of specific campaigns and the decrease in behaviors associated with them. As such, this study aims to conduct a literature review about the types of persuasion used in healthcare, their efficacy, and the most suitable application contexts. Papers in Portuguese or English, published in the last five years on the BVS, PubMed and Scielo platforms, were considered. A total of 38 articles were selected that were divided by persuasion strategy or the type of issue addressed (eating habits, diseases, drugs, exercise, vaccination and others). The results indicated that, in general, the persuasive strategies were effective in achieving their objectives. The most significant challenge is the adequacy of the strategy's choice to be used according to the type of issue addressed by the campaign. Therefore, it is concluded that persuading the target audience is a relevant topic to optimize healthcare campaigns and should be considered in the future.

RESUMEN. Aunque la persuasión está naturalmente presente en la comunicación humana, su uso adecuado parece estar ausente en las campañas de concientización de la salud, como lo demuestra la disparidad entre la frecuencia de ciertas campañas y la disminución de los comportamientos asociados con ella. En este sentido, el objetivo del estudio fue realizar una revisión de la literatura sobre los tipos de persuasión empleados en salud, su eficacia y los contextos de aplicación más adecuados. Se seleccionaron un total de 38 artículos que se dividieron por estrategia de persuasión o el tipo de pregunta abordada (alimentos, enfermedades, drogas, ejercicio, vacunación y otros). Los resultados indicaron que, en general, las estrategias persuasivas fueron efectivas para lograr sus objetivos, y el mayor desafío fue la adecuación de la elección de las estrategias al tipo de pregunta que aborda la campaña. Por lo tanto, se concluye que pensar en cómo persuadir a la audiencia objetivo es un tema relevante para optimizar las campañas de salud y se debe considerar en el futuro.

Abstract: This article analyzes various passages from Claudian’s and Gorippus’s political poems (Claud., Ruf., 2; Theod.; Stil., 3; VI Hon.; Goripp., Laud. Iust. Min., 3) which describe hunting games in the Roman arena (venationes) and have communicative aims: they either praise officeholders (consuls, generals, and emperors), or they criticize their opponents. This theme plays a fundamental role in early imperial poetry. But while early imperial poets (Calpurnius, Statius, Martial, and Juvenal) convey their message of praise or invective with briefer passages, Claudian and Gorippus present concatenated scenes, with the effect of increasingly persuading and impressing the reader. The role of the venatorial subject in Christian poets such as Prudentius (Prud., Ham.; c. Symm.) will be treated as well. Finally, this essay aims to establish when venationes are last attested in (late) Roman poetry.

Resumen: En el presente artículo se analizan distintos pasajes de la obra política de Claudiano y Goripo (Claud., Ruf., 2; Theod.; Stil., 3; VI Hon.; Goripp., Laud. Iust. Min., 3) que describen cacerías organizadas en la arena romana (venationes) y tienen fines comunicativos: alaban a titulares del poder (cónsules, generales, emperadores), o critican a figuras antagónicas. Este tema juega un papel fundamental en la poesía imperial. Pero, mientras los poetas de la fase temprana del imperio (Calpurnio, Estacio, Marcial y Juvenal) transmiten el mensaje de alabanza o crítica en pasajes más breves, Claudiano y Goripo presentan concatenaciones de escenas que tienen como efecto el persuadir e impresionar al lector cada vez más. Se expondrá también el papel que juega el tema venatorio en poetas cristianos como Prudencio (Prud., Ham.; c. Symm.). Finalmente, este artículo busca establecer cuál es la última mención de las venationes en la poesía latina (tardo) imperial.

Abstract A common reaction people have when they are trying to be convinced of something is resistance, because they do not want to feel manipulated. This reaction is defined in the Persuasion Knowledge Model. On the other hand, people also show resistance to ambiguous messages because they look for clear messages that are easy to interpret. This research analyzed the resulting attitude of 145 participants regarding a message about an unknown product, in four trial conditions, in which variables of persuasion were manipulated (within an advertising context with commercial purposes and another context that was not advertising nor narrative) and the ambiguity degree of the message, either in logical or in random order (not ordered). The message for a product was broadcasted within different contexts: advertising-ordered, advertising-not-ordered, narrative-ordered, and narrative-not ordered. The findings indicate for a sample of population in Mexico facing an advertising context, as well as ambiguous, in an independent way, there is a less favorable attitude from the participants toward the product. However, when the advertising and ambiguous context interact, the message was found to be more persuasive than in the narrative-alone context, and this constitutes an opportunity to delve into the understanding of the behavior of message receivers facing an advertising and ambiguous context.

Resumen Una reacción de las personas cuando perciben que se les está intentando convencer de algo es resistirse, ya que no desean ser manipuladas. Esta reacción se enmarca en el modelo de conocimiento de la persuasión. Por otra parte, ante un mensaje ambiguo, las personas presentan también resistencia a la persuasión, ya que buscan mensajes claros y fáciles de interpretar. En esta investigación se analizó la actitud resultante de 145 participantes al enfrentar un mensaje sobre un producto desconocido, en cuatro condiciones experimentales, en las que se manipularon las variables de intento de persuasión -en un contexto publicitario con fines comerciales y en otro ni publicitario ni narrativo- y el grado de ambigüedad en el mensaje, ya sea lógico ordenado o en orden aleatorio (no ordenado). Se transmitió un mensaje sobre un producto en diferentes contextos: publicitario-ordenado, publicitario-no ordenado, narrativo-ordenado y narrativo-no ordenado. Los hallazgos para una muestra de población en México indican que la actitud de los participantes hacia el producto es menos favorable, cuando el mensaje se transmite previa advertencia del intento persuasivo e igualmente pasa como un mensaje ambiguo. Sin embargo, cuando se analiza la interacción del intento persuasivo y ambiguo, se encontró que el mensaje era más persuasivo que en el contexto solamente narrativo, lo cual constituye una oportunidad para profundizar en la comprensión del comportamiento de los receptores de mensajes en un contexto publicitario y ambiguo.

Abstract: The Jehovah’s Witnesses are a christian community focused on transmitting Jesus’ teachings. In their regular preaching activities, they use publications that present numerous rhetorical strategies aimed to persuading the public. The present work analyzes one of the most recurrent strategies: metaphors. For this, similes and analogies from two of their books for adolescents were taken as the corpus. The identification of characteristics, patterns, and communicative effectiveness allows the researcher to select metaphors that reflect their belief system, and it is verified that this discursive strategy is efficient to reproduce that system.

Resumen: Los testigos de Jehová son una comunidad cristiana enfocada en transmitir las enseñanzas de Jesús. Como parte de su predicación, utilizan publicaciones que presentan numerosas estrategias retóricas orientadas al convencimiento. El presente trabajo analiza una de las más recurrentes: las metáforas. Para esto se tomó como corpus los símiles y analogías de dos de sus libros dirigidos a adolescentes. Después de identificar las características, los patrones y la eficacia comunicativa de las metáforas, el análisis se centra en aquellas que reflejan su sistema de creencias y se comprueba que dicha estrategia discursiva es eficiente para reproducirlo.

Pretende mostrar-se, num corpus ad hoc de textos dos média centrados na crise dos refugiados, de que forma alguns mecanismos linguísticos e, mais especificamente, enunciativo-pragmáticos contribuem para a construção de um discurso empático, usado para fins argumentativos. Esses textos jornalísticos estão entre a crónica e a reportagem. Tomam partido, embora não o façam explicitamente, através de um conjunto de argumentos lógicos, objetivamente arrumados e assumidos pelo locutor, mas antes através de narrativas que têm os refugiados como fonte de informação e como protagonistas e, às vezes, como narradores primeiros. Por meio dessas narrativas, o locutor procura aproximar-se da vivência trágica relatada pelos refugiados e trazê-la para perto do leitor, cuja empatia (Lencastre, 2011) visa conquistar. A empatia linguística (Rabatel, 2017) traduz-se em mecanismos enunciativos como pôr-se no lugar do outro, assumindo a sua voz, para compreender o seu ponto de vista. As sequências narrativas, mas também as descritivas e dialogais (Adam, 2005) estão ao serviço dessa empatia, através da qual se procura conseguir a persuasão do alocutário. Serão elencados vários mecanismos que contribuem para a mesma estratégia discursiva de convencimento do alocutário, através da patemização do discurso. Conclui-se que a emoção no discurso (Plantin, 2011), que leva à empatia, é maior se for protagonizada pela voz de pessoas com nome e histórias situadas em espaços que se podem descrever, pondo palavras relatadas, narrativas e descrições ao serviço da construção da tese que os locutores jornalistas defendem.

We intend to show, using an ad hoc corpus of media texts on the refugee crisis, how several linguistic and, more specifically, enunciative-pragmatic mechanisms contribute to the construction of an empathic discourse, used for argumentative purposes. These journalistic texts, between opinion and reporting, take sides, although not through a set of logical arguments objectively arranged and assumed by the speaker, but, instead, through narratives that show refugees as a source of information either as protagonists or, sometimes, as initial narrators. Through these narratives, the speaker seeks to approach the tragic experience told by refugees and bring it to the reader, with the aim of conquering his empathy (Lencastre, 2011). The linguistic empathy (Rabatel, 2017) translates into enunciative mechanisms, such as placing yourself in someone else's place, assuming her voice, to understand her point of view. The narrative, descriptive and dialogical sequences (Adam, 2005) are at the service of this empathy, through which the speaker tries to persuade the addressee. Several mechanisms will be listed that contribute to the same discursive strategy of persuading the addressee, through discourse patemization. We conclude that emotion in discourse (Plantin, 2011) that favours empathy increases when done through the voice of people with names and stories located in spaces that can be described, using reported speeches, narratives and descriptions for the construction of the theses defended by the journalists.

Resumen Este estudio investigó piezas culturales de publicidad para indicar las formas en que los publicistas utilizan los recursos socioculturales como canales normativos para persuadir a los lectores al consumo. Para lograr ese objetivo, se emplearon a manera de datos de análisis diez anuncios de industrias financieras, alimentarias y de telecomunicaciones, obtenidos del periódico The Punch, internet y marcos publicitarios. Después de estratificar los anuncios en las organizaciones apropiadas, la terminología “por debajo de la cláusula”, funcionó como instrumento de procesamiento. Esto permitió la aplicación de ilustraciones gráficas para tener en cuenta la frecuencia de los componentes comunicativos. El análisis reveló el empleo de grupos nominales (las lecciones; este Eid) con un rol dominante en las construcciones, grupos verbales (sabor; celebraciones) y frases de preposición (de todos nosotros en Fidelity Bank®; de comercio); que también actuaban como estructuras estimulantes. Aunque insignificantes, las cláusulas menores (feliz día del trabajador; Eid Mubarak) son elementos gramaticales relevantes de inducción. Además de las funciones de anclaje y retransmisión que interconectan los textos, se observó ambigüedad (su trabajo; Bae) en los anuncios de Union Bank® y Wema Bank®. Las connotaciones facilitaron la comunicación de Mama don land y la botella grande de Coca-Cola®; el espíritu de nuestra nación y los vestidos verde-blanco-verde; su trabajo y Maman Aisha; y el sacrificio de Cristo con la corona de espinas. Contextos como las tradiciones yorùbá, asuntos familiares, matices religiosos, el ahorro y nociones históricas son dotaciones culturales propagadas que influyeron en el potencial del significado de los anuncios. Como resultado, los analistas podrían sugerir que los anunciantes deberían adornar sus campañas de manera consistente con aspectos culturales apreciados por el público. Ese comportamiento tiene la capacidad de educar y manipular a los lectores para que consuman en sus diversos dominios regionales.

Abstract This study investigated cultural pieces of advertising to indicate the ways that publicists deploy socio-cultural resources as normative channels of persuading readers to consumption. To achieve that goal, ten advertisements of financial, food, and telecommunications industries, harvested from The Punch newspaper, the Internet and erected advertising frameworks, functioned as data of analysis. After stratifying the advertisements into appropriate organizations, the terminology of ‘Below the clause’, functioned as the processing instrument. This allowed the application of graphic illustrations to account for the frequency of communicative components. The analysis revealed the employment of nominal groups (the lessons; this Eid) as playing dominant roles in the constructs, verbal groups (taste; celebrate) and prepositional phrases (from all of us at Fidelity Bank®; of commerce), also operated as stimulating structures. Although negligible, minor clause (Happy Workers’ Day; Eid Mubarak) are relevant grammatical elements of inducement. Besides anchorage and relaying functions interlocking the texts, one observed ambiguity (your work; Bae) in the Union Bank® and Wema Bank® advertisements. Connotations facilitated the communication of Mama don land and the big bottle of Coca-Cola®; the spirit of our nation and green-white-green dresses; your work and Maman Aisha; and the sacrifice of Christ with the crown of thorns. Contexts such as Yorùbá traditions, family affairs, religious nuances, savings, and historical notions are propagated cultural endowments that influenced the advertisements’ meaning potential. As a result, the analysts might suggest that advertisers ought to consistently decorate their campaigns with cultural fortunes. Such behavior has the capacity to educate and influence readers to consumption in their various regional domains.

Resumo Este estudo pesquisou peças culturais de publicidade para indicar as formas como publicitários empregam recursos socioculturais como canais normativos para persuadir os leitores a consumir. Para atingir esse objetivo, dez peças de publicidade das indústrias financeira, de alimentos e telecomunicações coletadas do jornal The Punch, da internet e de estruturas constituídas de publicidade serviram como dados para a análise. Após classificar a publicidade dentro das organizações adequadas, a expressão “por baixo da oração” (“below the clause”), serviu como instrumento de processamento. Isso permitiu a aplicação de ilustrações gráficas para evidenciar a frequência de componentes comunicativos. A análise revelou o uso de grupos nominais (the lessons; this Eid) desempenhava um papel dominante nos constructos, grupos verbais (taste; celebrate) e orações preposicionadas (from all of us at Fidelity Bank®; of commerce), também operavam como estruturas estimuladoras. Mesmo que insignificante, orações menores (Happy Workers’ Day; Eid Mubarak) são elementos gramaticais relevantes da persuasão. Além da ancoragem e das funções de retransmissão que interconectam os textos, foi observada ambiguidade (your work; Bae) na publicidade do Union Bank® e Wema Bank®. Conotações facilitaram a comunicação da Mama don land e a garrafa grande de Coca-Cola®; the spirit of our nation e vestidos verde-branco-verdes; your work e Maman Aisha; e o sacrifício de Cristo com a coroa de espinhos. Contextos tais como os das tradições Yorùbá, situações de família, nuances religiosas, poupanças e noções históricas são dotes culturais propagados que influenciaram no potencial do significado da publicidade. Como resultado, os analistas poderiam sugerir que os publicitários devessem ilustrar de forma consistente suas campanhas com fortunas culturais. Este comportamento tem a capacidade de educar e influir aos leitores ao consumo em seus vários domínios regionais.

Resumen Este estudio se enfoca en el análisis de los factores que pueden aumentar la efectividad persuasiva de las campañas de información por medio de narrativas. Se realizó un experimento en el que la similitud con el protagonista se manipuló en un video sobre una víctima de violencia de género. Se describió a la protagonista como si viviera en España y se dijo que era de nacionalidad española (gran similitud) o argentina (baja similitud). A continuación, las participantes (75 mujeres españolas) respondieron un cuestionario con medidas sobre el impacto emocional, la identificación con el protagonista y la percepción del riesgo de convertirse en víctima de abuso. Los resultados mostraron que la similitud con la protagonista tiene una influencia indirecta en la percepción del riesgo a través de las emociones negativas y la identificación.

Abstract This study focuses on analysis of the factors that can increase the persuasive effectiveness of information campaigns using narratives. An experiment was carried out in which similarity with the protagonist was manipulated in a video about a victim of gender violence. The protagonist was portrayed as living in Spain, and she was said to be Spanish (high similarity) or Argentinian (low similarity). The participants (75 Spanish women) then filled out a questionnaire with measures about emotional impact, identification with the protagonist, and risk perception about becoming a victim of abuse. Results showed that similarity with the protagonist has an indirect influence on risk perception through negative emotions and identification.

Resumo Este estudo se enfoca na análise dos fatores que podem aumentar a eficácia persuasiva das campanhas de informação através de narrativas. Realizou-se um experimento em que a semelhança com o protagonista foi manipulada em um vídeo sobre uma vítima de violência de gênero. Descreveu-se a protagonista como se esta morasse na Espanha, e foi dito que era de nacionalidade espanhola (grande semelhança) ou argentina (baixo nível de semelhança). A seguir, as participantes (75 mulheres espanholas) responderam um questionário com medidas sobre o impacto emocional, a identificação com o protagonista e a percepção do risco de tornar-se vítima de abuso. Os resultados revelaram que a semelhança com a protagonista tem uma influência indireta na percepção do risco através das emoções negativas e da identificação.

The question as to whether the national innovation system (NIS) plays a significant positive role in influencing economic growth has been intensely debated by academics as well as policy analysts. The main controversy, however, is the fact that the ongoing empirical evidences on the relationship between innovation and economic growth are still mixed. The aim of this paper is to provide further evidence on the relationship between the NIS and economic growth using consistent and reliable data from a sample of emerging economies (Brazil, Russia, India, China and South Africa [BRICS]). The research has a BRICS focus and constructs NIS using historical panel data set for the main variables, that is, university enrolment rate for science and engineering students, government research and development expenditure, high-tech export and the enclosure of control variables covering the period 2000Q1-2013Q4. The study employed a dynamic panel estimation technique with a view of evaluating the relative impact of the NIS on economic growth in BRICS. The results revealed that the NIS as a whole has a positive effect on economic growth in BRICS economies. An important policy implication emerging from this study is that extra efforts are needed by emerging economies to promote the development of a NIS so as to explore the potential growth-inducing effects of a well-functioning NIS. Consequently, findings from this study have offered some persuading indicators for BRICS economies to explore the development of a NIS as a potential opportunity to speed up their economic growth.

Although school leadership positions are increasingly occupied by females, deep-rooted prejudice prevails regarding their competencies to act as school leaders. In this article, the focus is on the challenges facing female school leaders and the resolutions they implement in the face of ongoing prejudice within the context of a multitude of deprivations. While many studies have been conducted on the challenges and successes of female school leadership in urban and rural Western and non-Western societies, understanding female school leadership within the simultaneously occurring conditions of prejudice and multiple deprivation remains an under-researched terrain. For this study, data were collected by means of a qualitative case study approach employing individual interviews with eight female school leaders and eight members of the school management teams of eight primary schools, which serve communities where multiple deprivation is rife. The data were interpreted as research findings through the theoretical lenses of feminist theory, relational leadership theory, and multiple deprivation. The findings pertain to the various approaches female school leaders follow as survival measures to counter the threat of deep-seated prejudice against their competence to hold leadership positions. The approaches these female school leaders follow reveal the value they place on positive relationships, joint decision-making and the best possible care for vulnerable learners. Their adoption of these approaches provides a means of persuading and convincing their staff as well as the learner and parent community of their executive leadership capacities as females. Prejudice against female school leadership manifests as a deeply rooted patriarchal stereotyping of female ability. Especially prevalent in rural areas, such preconceived notions are expressed through the attitudes of members of both the internal and external school society. While some female leaders are discouraged by such prejudice, others deal with it proactively by convincing their school communities of their capacity to lead. Closely related to this attempt at winning over others is the high premium female school leaders place on building positive relationships with their staff as well as the learner and parent community. By considering the suggestions of the parent community when it comes to school improvements, a spirit of cohesive agreement develops which contributes to parents becoming more receptive to female leadership. With their conscious focus on spending enough time (quantitatively speaking) with staff during school breaks, and by considering the anonymous suggestions and complaints of learners, qualitative relationships are engendered which are based on good communication and accessibility. The fact that female leaders focus on these aspects promotes creative problem-solving and negates leadership as an exclusively male domain. Female leaders value collaborative decision-making, which they achieve by eliciting autonomous inputs from committee members. This promotes not only the taking of ownership but also a sense of belonging, which enhances stakeholder receptiveness for female leadership. To convince the community and ensure that the goals of the school are accountably realised through the assertive accommodation of joint decision-making, female school leaders invariably focus on gaining a thorough knowledge of the relevant school policies. Females make convincing leaders thanks to their disposition as caretakers. Due to their own experience of multiple deprivation as children, many of the female leaders participating in this study revealed that they understand the conditions of absolute poverty to which their learners are exposed. Since they have insight into the hopelessness of their learners' circumstances, they know the value of education as a potential source of social mobility. Their task as caretakers is closely linked to obtaining sponsorships which will expose their learners to the most holistic education possible within their own context. They realise that in order to persuade the business world to commit sponsorships, their schools must function properly to be marketed as a worthwhile product. The female leaders' empathetic approach to the well-being of their staff and learners inspires good performance which - with the goodwill and cooperation of the parent community - contributes to a well-functioning school. The combination of an empathetic disposition to learner well-being, their own experience of the value of education as a possible platform for social mobility, and their skills in obtaining sponsorships for the holistic schooling of their learners, engenders a positive attitude towards female leadership and serves to eradicate much of the prejudice against their competencies. The threat of prejudice against female leaders is thus countered by approaches involving the establishment of positive relationships, the application of joint decision-making processes and an empathetic focus on the circumstances inhibiting learners' progress. The dogged pursuit of these approaches results in females being viewed as convincing school leaders who provide the most holistic education possible within their context to learners - elements which serve to help female leaders to survive and thrive.

Alhoewel skoolleierskapposisies toenemend deur vroue gevul word, heers daar steeds diepgesetelde vooroordeel teen die vermoëns van vroue om as leiers op te tree. Hierdie artikel fokus op die uitdagings en benaderings van vroulike skoolleiers wat in gedepriveerde gemeenskappe (dit wil sê binne die konteks van meervoudige gebrek) aan vooroordeel teen vroulike leierskapvermoëns uitgelewer is. Aan die hand van 'n kwalitatiewe gevallestudie-ondersoek is individuele onderhoude met agt vroulike skoolhoofde en agt skoolbestuurslede van laerskole in landelike gebiede in KwaZulu-Natal, Noordwes en Mpumalanga gevoer. Al agt laerskole is uitgelewer aan omstandighede van meervoudige gebrek. Die data-ontleding bevestig die aanwesigheid van vooroordeel teen vroulike leierskap en maak die benaderings bekend wat vroulike leiers volg om hierdie vooroordeel te oorkom. Hierdie benaderings hou verband met die hoë waarde wat vroulike skoolleiers aan verhoudingstigting, gesamentlike besluitneming en die versorging van 'n kwesbare leerlinggemeenskap heg.

In the Belgian context, the production of Public Mass housing remained limited in scope. Apart from a few well published examples Cité Modèle & Kiel (Braem), Luchtbal (Van Kuyck), Cité de Droixhe (Groupe EGAU), Belgian housing policies focused on the promotion of private homeownership. Mass housing in Belgium took the form of the massive production of private houses, constituting a sprawled urban landscape that has been described as the 'banlieue radieuse'. Less studied is the short lived but quantitatively significant private production of large scale high-rise apartments. This paper studies the close relationship between the production of these very different forms of 'mass housing': low- and high rise, inner-city and suburban. While the public policy context is rather well known, the private developers that produced this landscape have hardly been studied. This paper studies major players (Amelinckx n.v., Etrimo n.v., Extensa n.v.) and the architectural and development models through which they managed to create and capture a vast market of commodified housing. Through the detailed reconstruction of large scale commercial development schemes in Antwerp and Brussels, the paper describes the optimism of these mavericks of the Belgian property boom and recollects the radiant suburban promise they delivered. Although these property tycoons seem to have had little difficulty in luring in the middle classes and in persuading local political boards, today it becomes clear that the premises on the basis of which they sold the suburban dream were imbued with a thin instantaneous optimism that turned out to be too precarious to keep up with the subsequent impact of urbanization. While their activities are mostly remembered for the trauma of their bankruptcy, affecting many small contractors and private investors, this paper will highlight the collective failure to embed these large scale endeavours within enduring and intelligent (public) urban development strategies.