Opportunity Knocks: An Economic Analysis of Television Advertisements

Certain aspects of advertising–especially on television–are not easily explained with conventional economic models. In particular, much of the imagery and repetitive thematic content seen in advertisements suggests it is "psychological" in nature, as opposed to "informative". To understand the economic rationale for incorporating such material, we develop a theory of preferences in which information about threshold payoffs induces sudden shifts in demand. These threshold payoffs are best understood in the context of human evolutionary history. Furthermore, the presence of threshold payoffs in consumer preferences gives firms incentive for providing threshold-type information. To examine the use of threshold-related content in television advertisements, we look for this con- tent in a sample of 370 television advertisements. We find considerable evidence that advertisers make strategic use of threshold-type content in television advertisements. Specifically, threshold-related content occurred in 83% of food and beverage advertisements for children and in 71% of advertisements for general audiences. Furthermore, the threshold-related content in children’s food and beverage advertisements occurred with statistically greater frequency than factual content, which isn’t true for food and beverage advertisements for general audiences.

Variation in the chloroplast DNA of Swiss stone pine (Pinus cembra L.) reflects contrasting post-glacial history of populations from the Carpathians and the Alps

To characterize the genetic structure and diversity of Pinus cembra L. populations native to two disjunct geographical areas, the Alps and the Carpathians, and to evaluate the rate of genetic differentiation among populations.

Európai lepkeszúnyog fajok potenciális elterjedése a 21. században

Leishmaniasis is a typical vectorial disease transmitted by Psycodidae vectors (Lutzomyans, Phlebotomus species). The worldwide observed 1,5-2 million new cases and 60,000 death caused by Leishmania parasites per year make leishmaniasis is one of the most important vectorial disease in the tropicals and warm temperate areas of the World. In the human environment dogs and cats are the most important hosts of the different leishmania agents. The different leishmania species cause symptomatically cutan or visceral disease forms, but many other type of the disease has recognised. Phlebotomus species are sensitive to climatic patterns, they require hight relative air humidity, mild winters and long and warm vegetation period, but the environmental requirements of the species naturally is not the same. Due to climate change in the near future the climate of Western and Central Europe could allow the colonisation of these highly populated areas with also the vectors and the parasites. Our aim was to analyse the environmental patterns of the current distribution area of 8 important sand flies (P. ariasi, P. perniciosus, P. perfiliewi, P. papatasi, P. tobbi, P. neglectus, P. similis and P. sergenti) using the 1960-1990 period’s climate as reference. Using climate envelope modeling we determined these climatic characters and using the REMO climate projection we created the recent and the near-future (2011-2040 and 2041-2070) potential distribution area of the sand flies. The current known area of many Phlebotomus species restricted either to the western or to the eastern Mediterranean Basin. We found that their climatic requirements are could not explain their segregation, it is maybe the consequence of their evolutionary history (geographical barriers and paleoclimatic history). By the end of the 2060’s most parts of Western Europe can be colonized by sand flies, mostly by P. ariasi and P. pernicosus. P. ariasi showed the greatest potential northward expansion. Our model resulted 1 to 2 months prolongation of the potentially active period of P. neglectus P. papatasi and P. perniciosus for the 2070’s in Southern Hungary. As the climate becomes drier and warmer, sand flies will occupy more and more parts of Hungary. Our findings confirm the concerns that leishmanisais can become a real hazard for the major part of the European population to the end of the 21th century and the Carpathian Basin is a particularly vulnerable area.