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Storytelling in sensual products marketing: a content analysis of archetypes and endorsers on Instagram
( 2025 ) Jacob, Diego; Casais, Beatriz Graça Luz; Azevedo, António Joaquim Araújo de
The challenges of marketing taboo-related products call for innovative communication strategies. To explore the application of storytelling in this context, this study analyses the use of the 12 storytelling archetypes and three typologies of endorsers (celebrity, expert and consumer) in the marketing of sensual products. The content of 22 Instagram posts of the five largest Brazilian brands of sensual products was analysed. The results highlight the predominant use of female endorsers, particularly acting as experts. The most used storytelling archetypes are the caregiver, the jester and the innocent. Based on practice-based knowledge, the results contribute to the formulation of theoretical conceptions of marketing in taboo-related products, guiding the design of future storytelling campaigns. Findings pave the way for research on storytelling effectiveness in sensual products.
Late Roman and early medieval ceramics from Sao Martinho de Dume (Braga): a preliminary analysis
( 2017 ) Peñin Martínez, Raquel; Fontes, Luís Fernando Oliveira; Andrade, Francisco
The main objective of this study is to analyze the ceramics, both imported and local, which were recovered from the Late Antique and early medieval phases of activity revealed by several excavations carried out in Sao Martinho Dume, Portugal. After characterising the ceramics collected during this archaeological work, the assemblage is compared with contemporary material from the city of Braga.
Dental pathology and occlusal wear in Valença, Portugal (Modern and Contemporary Ages) — preliminary interpretations
( 2018 ) Marado, Luís Miguel; Andrade, Francisco; Pereira, Belisa Vilar; Fontes, Luís Fernando Oliveira
Teeth are a valuable information source in bioarchaeology. Dental pathology informs on diet, habits, hygiene and treatment in the past. A churchyard necropolis in the strategically important Valença fortress, of medieval origin, was excavated in 2010. The dental pathology of 30 individuals (19 adults: seven males, seven females, five undetermined sex) is preliminarily interpreted in this work. Caries frequencies are moderately high (47.3% of teeth) yet, cavitated lesions (29.4% of teeth), ante-mortem tooth loss (AMTL) (36.3% of alveoli) and calculus index (CI) (0.687) are high. Females show higher CI, caries and AMTL frequencies than males. Periapical granulomas/cysts affect 25% of adult individuals (non-adults are not affected). Periodontitis affects 65.4% of teeth; males are more affected than females. Mean occlusal wear score is 3.5 (SD=1.1). Despite their young age (mostly up to 7 years), non-adults show relatively high frequencies of caries (11.0% of teeth) and cavitated caries (2.6% of teeth). Results suggest moderate to high fermentable carbohydrate intake. Females likely had a different diet than males. Oral hygiene and treatment were inexistent or scarce. Regular use of teeth as tools was unlikely. Early industrialization’s influence on the diet of the rural and peripheral border town of Valença was incipient.