¿Qué debería hacer una empresa occidental para publicitarse en China?

Aquest treball de final de carrera analitza com les empreses occidentals haurien de publicitar-se a la Xina. De la mateixa manera, s’estudia el mercat chinès en la seva totalitat i a més d’alguns casos reals de l’èxit publicitari. El mercat chinès és molt dinàmic i diferent als mercats occidentals. Això comporta una gran dificultat d’adaptacióper part de les empreses occidentals. Per això és necessari fer un análisis detallat del mercat, els seus mitjans de comunicació, el partit comunista que goberna, de l’àmbit socio-cultural i la importancia de potenciar la marca. Aquest treball finalitza amb l’explicació de l’èxit publicitari de diverses empreses occidentals. Un referent internacional com Coca-Cola, un sector amb molta rellevança com el luxe exclusiu dominat per Louis Vuitton i un mercat amb molt de potencial per a les empreses españoles com l’oli d’oliva il.lustrat amb Borges. Tot aquest treball ens convida a reflexionar sobre la diferencia d’actuació entre dos móns diferents com són els països occidentals i la China. Mentre el sector publicitari europeu s’atura, el chinès no deixa de créixer.

Performance evaluation of MPEG-4 Video encoder on Adres

Actualment un típic embedded system (ex. telèfon mòbil) requereix alta qualitat per portar a terme tasques com codificar/descodificar a temps real; han de consumir poc energia per funcionar hores o dies utilitzant bateries lleugeres; han de ser el suficientment flexibles per integrar múltiples aplicacions i estàndards en un sol aparell; han de ser dissenyats i verificats en un període de temps curt tot i l’augment de la complexitat. Els dissenyadors lluiten contra aquestes adversitats, que demanen noves innovacions en arquitectures i metodologies de disseny. Coarse-grained reconfigurable architectures (CGRAs) estan emergent com a candidats potencials per superar totes aquestes dificultats. Diferents tipus d’arquitectures han estat presentades en els últims anys. L’alta granularitat redueix molt el retard, l’àrea, el consum i el temps de configuració comparant amb les FPGAs. D’altra banda, en comparació amb els tradicionals processadors coarse-grained programables, els alts recursos computacionals els permet d’assolir un alt nivell de paral•lelisme i eficiència. No obstant, els CGRAs existents no estant sent aplicats principalment per les grans dificultats en la programació per arquitectures complexes. ADRES és una nova CGRA dissenyada per I’Interuniversity Micro-Electronics Center (IMEC). Combina un processador very-long instruction word (VLIW) i un coarse-grained array per tenir dues opcions diferents en un mateix dispositiu físic. Entre els seus avantatges destaquen l’alta qualitat, poca redundància en les comunicacions i la facilitat de programació. Finalment ADRES és un patró enlloc d’una arquitectura concreta. Amb l’ajuda del compilador DRESC (Dynamically Reconfigurable Embedded System Compile), és possible trobar millors arquitectures o arquitectures específiques segons l’aplicació. Aquest treball presenta la implementació d’un codificador MPEG-4 per l’ADRES. Mostra l’evolució del codi per obtenir una bona implementació per una arquitectura donada. També es presenten les característiques principals d’ADRES i el seu compilador (DRESC). Els objectius són de reduir al màxim el nombre de cicles (temps) per implementar el codificador de MPEG-4 i veure les diferents dificultats de treballar en l’entorn ADRES. Els resultats mostren que els cícles es redueixen en un 67% comparant el codi inicial i final en el mode VLIW i un 84% comparant el codi inicial en VLIW i el final en mode CGA.

A noninvasive method for measuring the velocity of diffuse hydrothermal flow by tracking moving refractive index anomalies

Diffuse flow velocimetry (DFV) is introduced as a new, noninvasive, optical technique for measuring the velocity of diffuse hydrothermal flow. The technique uses images of a motionless, random medium (e.g.,rocks) obtained through the lens of a moving refraction index anomaly (e.g., a hot upwelling). The method works in two stages. First, the changes in apparent background deformation are calculated using particle image velocimetry (PIV). The deformation vectors are determined by a cross correlation of pixel intensities across consecutive images. Second, the 2-D velocity field is calculated by cross correlating the deformation vectors between consecutive PIV calculations. The accuracy of the method is tested with laboratory and numerical experiments of a laminar, axisymmetric plume in fluids with both constant and temperaturedependent viscosity. Results show that average RMS errors are ∼5%–7% and are most accurate in regions of pervasive apparent background deformation which is commonly encountered in regions of diffuse hydrothermal flow. The method is applied to a 25 s video sequence of diffuse flow from a small fracture captured during the Bathyluck’09 cruise to the Lucky Strike hydrothermal field (September 2009). The velocities of the ∼10°C–15°C effluent reach ∼5.5 cm/s, in strong agreement with previous measurements of diffuse flow. DFV is found to be most accurate for approximately 2‐D flows where background objects have a small spatial scale, such as sand or gravel

Residual thermomechanical stresses in thinned-chip assemblies

A new technology for the three-dimensional (3-D) stacking of very thin chips on a substrate is currently under development within the ultrathin chip stacking (UTCS) Esprit Project 24910. In this work, we present the first-level UTCS structure and the analysis of the thermomechanical stresses produced by the manufacturing process. Chips are thinned up to 10 or 15 m. We discuss potentially critical points at the edges of the chips, the suppression of delamination problems of the peripheral dielectric matrix and produce a comparative study of several technological choices for the design of metallic interconnect structures. The purpose of these calculations is to give inputs for the definition of design rules for this technology. We have therefore undertaken a programme that analyzes the influence of sundry design parameters and alternative development options. Numerical analyses are based on the finite element method.

Thermal modeling and management in ultrathin chip stack technology

This paper presents a thermal modeling for power management of a new three-dimensional (3-D) thinned dies stacking process. Besides the high concentration of power dissipating sources, which is the direct consequence of the very interesting integration efficiency increase, this new ultra-compact packaging technology can suffer of the poor thermal conductivity (about 700 times smaller than silicon one) of the benzocyclobutene (BCB) used as both adhesive and planarization layers in each level of the stack. Thermal simulation was conducted using three-dimensional (3-D) FEM tool to analyze the specific behaviors in such stacked structure and to optimize the design rules. This study first describes the heat transfer limitation through the vertical path by examining particularly the case of the high dissipating sources under small area. First results of characterization in transient regime by means of dedicated test device mounted in single level structure are presented. For the design optimization, the thermal draining capabilities of a copper grid or full copper plate embedded in the intermediate layer of stacked structure are evaluated as a function of the technological parameters and the physical properties. It is shown an interest for the transverse heat extraction under the buffer devices dissipating most the power and generally localized in the peripheral zone, and for the temperature uniformization, by heat spreading mechanism, in the localized regions where the attachment of the thin die is altered. Finally, all conclusions of this analysis are used for the quantitative projections of the thermal performance of a first demonstrator based on a three-levels stacking structure for space application.

Billy Budd: de H. Melville a E. M. Forster, o la via Plutarquea vers Plató

L'objectiu d'aquest article és proposar i fonamentar una via plutarquea -no només Les Vides Paral·leles, sinó també L'Eròtic- vers el contingut platònic de Billy Budd de B. Britten amb libretto d'E. M. Fosrter en col·laboració amb Eric Crozier. H. Melville no cita pas Plutarc en la seva novel·la, però l'excel·lent coneixement dels textos de l'escriptor i filòsof grec per part d'E. M. Foster fa que aquesta hipòtesi sigui altament versemblant.

Billy Budd: de H. Melville a E. M. Forster, o la via Plutarquea hacia Platón

El objetivo de este artículo es proponer y fundamentar una vía plutarquea -no sólo Las Vidas Parelelas, sino tambén El Eròtico- al contenido platónico de Billy Budd de B. Britten con libreto de E. M. Foster en colaboración con Eric Crozier. H. Melville no cita a Plutarco en su novela, pero el excelente conocimiento de los textos del escritor y filósofo griego por parte de E. M. Forster hace que esta hipótesis sea altamente verosímil.

Billy Budd: from H. Melville to E. M. Forster, or Plutarch's way to Plató

The aim of this article is to propose and lay the foundations of a Plutarch's way ¿not only his Lives but also his Eroticus- to the Platonic content of Billy Budd by B. Britten with a libretto by E. M. Forster in association with Eric Crozier. Plutarch is not quoted in H. Melville¿s novel, but E. M. Forster¿s good knowledge of the texts by the Greek writer and philosopher makes this hypothesis quite credible

Identification of myxobacteria-derived HIV inhibitors by a high-throughput two-step infectivity assay

Drug-resistance and therapy failure due to drug-drug interactions are the main challenges in current treatment against Human Immunodeficiency Virus (HIV) infection. As such, there is a continuous need for the development of new and more potent anti-HIV drugs. Here we established a high-throughput screen based on the highly permissive TZM-bl cell line to identify novel HIV inhibitors. The assay allows discriminating compounds acting on early and/or late steps of the HIV replication cycle. The platform was used to screen a unique library of secondary metabolites derived from myxobacteria. Several hits with good anti-HIV profiles were identified. Five of the initial hits were tested for their antiviral potency. Four myxobacterial compounds, sulfangolid C, soraphen F, epothilon D and spirangien B, showed EC50 values in the nM range with SI > 15. Interestingly, we found a high amount of overlapping hits compared with a previous screen for Hepatitis C Virus (HCV) using the same library. The unique structures and mode-of-actions of these natural compounds make myxobacteria an attractive source of chemicals for the development of broad-spectrum antivirals. Further biological and structural studies of our initial hits might help recognize smaller drug-like derivatives that in turn could be synthesized and further optimized.

Comparació del servei en curt i en llarg del porter dins de la fase ofensiva del joc

En el procés ofensiu de la majoria d’equips de futbol, es pot distingir una tendència a jugar en base a dos estils de joc. Un estil basat en un joc en curt, per tal de poder mantenir la possessió de la pilota, i estar durant més temps atacant la porteria contraria. I un altre estil que prefereix buscar la profunditat en les seves accions, anant d’una forma més directe cap a la porteria rival. En aquest treball es pretén analitzar quin dels dos estils és millor perquè un equip encadeni un total de 6 accions, tenint com a referència en l’inici de la jugada al porter. Per tal d’aconseguir-ho s’analitzaran els 24 partits de la fase de grups de l’Eurocopa 2012 a través d’una metodologia pròpia, que ens permetrà saber a través de quines situacions rep la pilota el porter abans de posar la pilota en joc, i a través de quines accions, l’equip no és capaç d’assolir el nombre d’encadenaments marcat.

Rehabilitación del Parque Recreativo Cariari : propuesta de actividades de educación ambiental

El proyecto de rehabilitación del "Parque Recreativo Cariari" se enmarca en el proyecto más amplio "Proyecto Limón Ciudad Puerto". Se ubica en la zona más desfavorecida de Costa Rica, a nivel social y de infraestructuras. Nuestra labor en el proyecto de rehabilitación, se centra en la preparación de la propuesta de actividades de educación ambiental, aprovechando los recursos biológicos y geológicos del parque, así como las infraestructuras que incluirá una vez rehabilitado. Para la realización del proyecto fue necesaria una gran revisión bibliográfica, una serie de encuestas y reuniones con escuelas, profesores y la responsable del Ministerio de Educación Pública en la región. También se contactó con personal especializado con materias claves para los talleres. Además se acordó con universidades nacionales la realización de prácticas de sus estudiantes de los sectores de turismo ecológico y administración. Así, el resultado, son los 18 talleres, y la preparación de un hormiguero y un mariposario abierto, que se implementarán durante la rehabilitación del parque. De llevarse a cabo correctamente, se espera que transmitan a sus participantes la importancia ambiental de la zona, implicándolos en la conservación de esta. A nivel general, se espera que el parque sea vía de escape y ayude al progreso social y mejora de la calidad de vida de Limón.

Complete DNA sequence of Kuraishia capsulata illustrates novel genomic features among budding yeasts (Saccharomycotina)

The numerous yeast genome sequences presently available provide a rich source of information for functional as well as evolutionary genomics but unequally cover the large phylogenetic diversity of extant yeasts. We present here the complete sequence of the nuclear genome of the haploid-type strain of Kuraishia capsulata (CBS1993(T)), a nitrate-assimilating Saccharomycetales of uncertain taxonomy, isolated from tunnels of insect larvae underneath coniferous barks and characterized by its copious production of extracellular polysaccharides. The sequence is composed of seven scaffolds, one per chromosome, totaling 11.4 Mb and containing 6,029 protein-coding genes, ~13.5% of which being interrupted by introns. This GC-rich yeast genome (45.7%) appears phylogenetically related with the few other nitrate-assimilating yeasts sequenced so far, Ogataea polymorpha, O. parapolymorpha, and Dekkera bruxellensis, with which it shares a very reduced number of tRNA genes, a novel tRNA sparing strategy, and a common nitrate assimilation cluster, three specific features to this group of yeasts. Centromeres were recognized in GC-poor troughs of each scaffold. The strain bears MAT alpha genes at a single MAT locus and presents a significant degree of conservation with Saccharomyces cerevisiae genes, suggesting that it can perform sexual cycles in nature, although genes involved in meiosis were not all recognized. The complete absence of conservation of synteny between K. capsulata and any other yeast genome described so far, including the three other nitrate-assimilating species, validates the interest of this species for long-range evolutionary genomic studies among Saccharomycotina yeasts.

Comparative genomics of emerging pathogens in the Candida glabrata clade

BACKGROUND: Candida glabrata follows C. albicans as the second or third most prevalent cause of candidemia worldwide. These two pathogenic yeasts are distantly related, C. glabrata being part of the Nakaseomyces, a group more closely related to Saccharomyces cerevisiae. Although C. glabrata was thought to be the only pathogenic Nakaseomyces, two new pathogens have recently been described within this group: C. nivariensis and C. bracarensis. To gain insight into the genomic changes underlying the emergence of virulence, we sequenced the genomes of these two, and three other non-pathogenic Nakaseomyces, and compared them to other sequenced yeasts. RESULTS: Our results indicate that the two new pathogens are more closely related to the non-pathogenic N. delphensis than to C. glabrata. We uncover duplications and accelerated evolution that specifically affected genes in the lineage preceding the group containing N. delphensis and the three pathogens, which may provide clues to the higher propensity of this group to infect humans. Finally, the number of Epa-like adhesins is specifically enriched in the pathogens, particularly in C. glabrata. CONCLUSIONS: Remarkably, some features thought to be the result of adaptation of C. glabrata to a pathogenic lifestyle, are present throughout the Nakaseomyces, indicating these are rather ancient adaptations to other environments. Phylogeny suggests that human pathogenesis evolved several times, independently within the clade. The expansion of the EPA gene family in pathogens establishes an evolutionary link between adhesion and virulence phenotypes. Our analyses thus shed light onto the relationships between virulence and the recent genomic changes that occurred within the Nakaseomyces.

Aportación de la truficultura al desarrollo socioeconómico: resultados de los estudios realizados en el municipio de Sarrión (Teruel)

La trufa negra aparece de forma silvestre entre otros lugares en la Sierra de Javalambre (Teruel), donde desde hace 15 años se han establecido plantaciones de trufa con la intención de cultivar este "tesoro culinario". La información extraída de este estudio, basado en encuestas realizadas a personas vinculadas al cultivo de la trufa en esta Región, tiene como objetivo estimar el impacto socioeconómico de este cultivo en ciertas regiones,comparando su beneficio con los cultivos tradicionales de estas zonas.

Efficacy and safety of once-daily aclidinium in chronic obstructive pulmonary disease

Background: The long-term efficacy and safety of aclidinium bromide, a novel, long-acting muscarinic antagonist, were investigated in patients with moderate to severe chronic obstructive pulmonary disease (COPD). Methods: In two double-blind, 52-week studies, ACCLAIM/COPD I (n = 843) and II (n = 804), patients were randomised to inhaled aclidinium 200 μg or placebo once-daily. Patients were required to have a postbronchodilator forced expiratory volume in 1 second (FEV1)/forced vital capacity ratio of ≤70% and FEV1 <80% of the predicted value. The primary endpoint was trough FEV1 at 12 and 28 weeks. Secondary endpoints were health status measured by St George"s Respiratory Questionnaire (SGRQ) and time to first moderate or severe COPD exacerbation. Results: At 12 and 28 weeks, aclidinium improved trough FEV1 versus placebo in ACCLAIM/COPD I (by 61 and 67 mL; both p < 0.001) and ACCLAIM/COPD II (by 63 and 59 mL; both p < 0.001). More patients had a SGRQ improvement ≥4 units at 52 weeks with aclidinium versus placebo in ACCLAIM/COPD I (48.1% versus 39.5%; p = 0.025) and ACCLAIM/COPD II (39.0% versus 32.8%; p = 0.074). The time to first exacerbation was significantly delayed by aclidinium in ACCLAIM/COPD II (hazard ratio [HR] 0.7; 95% confidence interval [CI] 0.55 to 0.92; p = 0.01), but not ACCLAIM/COPD I (HR 1.0; 95% CI 0.72 to 1.33; p = 0.9). Adverse events were minor in both studies. Conclusion: Aclidinium is effective and well tolerated in patients with moderate to severe COPD. Trial registration: ClinicalTrials.gov: NCT00363896 ACCLAIM/COPD I) and NCT00358436 (ACCLAIM/COPD II).