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Les dessous de la publicité
La publicité est un sujet paradoxal : dans les enquêtes d’opinion, elle est souvent critiquée et taxée de manipulation. Pire, on prédit sa disparition, au profit de nouvelles formes de réclames plus discrètes : influenceurs, « brand content », ciblage direct, etc. Grâce à de nombreux témoignages et études de cas, cet ouvrage décrypte les métamorphoses que connaît actuellement la publicité (réseaux sociaux, intelligence artificielle…) : adaptation de la forme et des contenus des médias à la publicité (publicitarisation);apparente disparition de celle-ci (dépublicitarisation);saturation de l’espace médiatique (hyperpublicitarisation);conquête de nouveaux espacesâ€...
Human Cancer
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Ibuprofen
Ibuprofen is widely used throughout the world for a variety of conditions. This reference work provides a comprehensive and critical review of the basic science and clinical aspects of the drug. The book begins with the history and development of the drug and its current patterns of use world- wide before moving on to examine its basic pharmaceutical attributes and medicinal chemistry. The properties of various formulations are described (oral prescription and OTC, topical and others) are described. The pharmacokinetics of ibuprofen in animals and humans is discussed - highlighting the factors affecting absorption, distribution, metabolism and elimination. The clinical pharmacology and toxicology and the drug's mechanisms of action in different disease states and conditions are covered. The therapeutic uses in various acute and inflammatory conditions is detailed. Also considered are the safety versus efficacy issues and the pharmacoepidemiological data.
Fodor's France
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