Intra-habitat heterogeneity of microbial food web structure under the regime of eutrophication and sediment resuspension in the large subtropical shallow Lake Taihu, China

Planktonic microbial community structure and classical food web were investigated in the large shallow eutrophic Lake Taihu (2338 km(2), mean depth 1.9 m) located in subtropical Southeast China. The water column of the lake was sampled biweekly at two sites located 22 km apart over a period of twelve month. Site 1 is under the regime of heavy eutrophication while Site 2 is governed by wind-driven sediment resuspension. Within-lake comparison indicates that phosphorus enrichment resulted in increased abundance of microbial components. However, the coupling between total phosphorus and abundance of microbial components was different between the two sites. Much stronger coupling was observed at Site 1 than at Site 2. The weak coupling at Site 2 was mainly caused by strong sediment resuspension, which limited growth of phytoplankton and, consequently, growth of bacterioplankton and other microbial components. High percentages of attached bacteria, which were strongly correlated with the biomass of phytoplankton, especially Microcystis spp., were found at Site 1 during summer and early autumn, but no such correlation was observed at Site 2. This potentially leads to differences in carbon flow through microbial food web at different locations. Overall, significant heterogeneity of microbial food web structure between the two sites was observed. Site-specific differences in nutrient enrichment (i.e. nitrogen and phosphorus) and sediment resuspension were identified as driving forces of the observed intra-habitat differences in food web structure.

植入式广告与普通插播广告的效果比较及其影响因素

Brand placement is to present the information of products and brands through certain entertainments and non-commercial areas. Since 1990's, brand placement has become a major way of spreading advertisement and a new growing point of the global advertising market. In china, it is easily seen from spring festival evening gala of CCTV to all kinds of movie and TV shows, and is thus interested by many brand owners, advertisers and communication researchers. Since 2006, the people in the media circles have begin to take full care of the study of the brand placement. In general, there is still certain distance between the theoretical studies and the reality. It's a general problem over the world and is especially true for China as this was just a new idea. As the biggest global economic entity, China is the most potential and powerful market, thus the market of the brand placement will be huge. To push its development, it's then crucial to have theoretical studies on it. Many questions have not been explained yet in this area, mostly essential is to ask what kind of advantage it acquires compared with the traditional advertisement, if there is, how does such advantage show? What kind of factors influents the market effect of the brand placement? All these questions are not answered yet. Also it's well-known that a successful advertisement relies heavily on the understanding of the culture. Thus a specific thing to deal with is to study the effects according to the Chinese culture, which can make constructive suggestion to the whole industry. Our research is to compare the effects between the brand placement with the ordinary media advertisements, discuss its possible influences, and try to make certain suggestions to the future running and development. Our research obtains the following results by using the movie and advertisement in reality: (1) Like ordinary media ad’s, brand placement can improve the brand recognition of the audience significantly. (2) The ordinary ad's make the people easier to remember them than brand placement, while not too much difference in the brand recognition. (3) The brand placement has a significant 'emotional shifting' effect, i.e. the more positive to the movie, the more you love the built-in brand. (4) It is an important factor that how much brand information is involved in the movie; while how much the plot is involved has great impact on the 'emotional shifting' effect. (5) The familiarity is a great factor for the ad's, it's obvious that the popular products get way better effects through brand replacement. (6) An effective way is to choose those positive, interesting and eye-catching movies and TV shows as carriers of the brand and to use it as natural as possible.