Measuring Effectiveness of Marketing Message: The Role of Verbal, Visual and Brand Elements

The aim of this paper is to study the role of verbal, visual and brand elements while meas-uring effectiveness of marketing message. The thesis is written in the context of mobile gaming industry. The object of the study is marketing message. To achieve the aim, the main research question was formulated: How do the elements of marketing message, such as verbal, visual and brand, affect the consumer’s attitude toward the ad, emotional response and attention capture? The theory development chapter lays on three corner stones – analysis of previous litera-ture on marketing message and its elements, namely verbal, visual and brand; overview of literature on attitude formation and particularly attitude toward the ad. In addition, investiga-tion of key points of emotional response and attention capture literature finalizes the chap-ter. The empirical part consists of experiment, conducted with 27 participants. Experiment includes the self-report semantically anchored scale, measuring the attitude toward the ad, as well as autonomic measures – eye tracking (attention capture) and facial expressions (emotional response). The results of the experiment showed that the size of the brand element – the logo – has an effect on the attention capture and the overall attitude toward the ad. The bigger the logo, the more time people spend viewing it, and they realise the message is more educa-tional and factual. The measure related to the visual element – the visual complexity – in-creases the intensity of participant’s facial expression. While the measure of verbal ele-ment – the contrast between text and background colours – leads to a better attitude to-ward the ad. The higher the contrast between text and background, the more known the message appears to the viewer.

Perfil sensorial de iogurte light, sabor pêssego

Foi determinado o perfil sensorial descritivo de três amostras de iogurte light, sabor pêssego, pela metodologia fundamentada na Análise Descritiva Quantitativa (ADQ). A equipe sensorial definiu os termos descritores, os materiais de referência para o treinamento das qualidades e quantificações de cada um dos termos e a ficha de avaliação das amostras, de forma consensual. Dez provadores foram selecionados e rigorosamente treinados para compor a equipe definitiva, utilizando-se como critérios o poder discriminativo, reprodutibilidade e consenso dos provadores entre si. Foram gerados doze termos descritores pelo método de rede. A intensidade de cada descritor foi avaliada em cada amostra por escala não estruturada de nove centímetros, com termos de intensidade ancorados em seus extremos, sendo o mínimo à esquerda e o máximo à direita. Os dados foram analisados por ANOVA, Teste de Tukey e Análise de Componentes Principais (ACP). Os resultados indicaram que as amostras comerciais apresentaram grande variação em seus perfis sensoriais. Na ACP, ficou evidenciado que a amostra A foi caracterizada principalmente pelos atributos gosto doce, sabor pêssego e firmeza dos pedaços de fruta. A amostra B foi caracterizada pelos atributos brilho, cor pêssego e cremosidade, e a amostra C foi caracterizada pela maior intensidade dos atributos gosto ácido, adstringência, textura farinácea e aroma artificial de pêssego. De acordo com o teste de aceitação, todas as amostras apresentaram boa aceitação em todos os atributos avaliados. Desta maneira, a análise do perfil sensorial da amostra C, que contém proteína de soja na sua formulação, revelou que este ingrediente não foi percebido pelos provadores, e não interferiu na sua aceitação.

Impacts of capacity remunerative mechanisms on cross-border trade

The European ambitious targets to increase the share of renewable generation pose a challenge to the generation adequacy. Many European member states are concerned that energy-only markets alone might not be able to deliver sufficient capacity required to meet the future electricity demand and back up shortfalls of energy from renewable energy sources (RES) during periods of low wind and sun. Many EU members consider to re-design their energy-only markets and establish different forms of capacity remunerative mechanisms (CRMs) to maintain the security of supply. There is a certain concern that market design changes at the level of EU member countries might conflict with the European goal of a single market. As soon as many European markets are highly interconnected, uncoordinated CRMs might create negative crossborder effects and hinder the achievement of the Internal Electricity Market in Europe. The pros and cons of capacity markets are well examined at the national level. However, the cross-border effects of capacity markets within the European market aiming at higher integration have received less attention. This doctoral dissertation examines the cross-border effects of unilateral implementation of CRMs applying both theoretical and case study analyses. The results show that capacity remunerative mechanisms (CRMs) may cause negative cross-border effects, especially if they are implemented unilaterally.

Functional properties and proximate composition of cactus pear cladodes flours

The objective of this research was to study the functional properties and proximate composition of three different flours prepared from cactus pear cladodes. Immature cactus pear cladodes were dried at 60 °C, 70 °C and 80 °C. The flours were analyzed for chemical composition, amino acid profile, fatty acid composition, functional properties and color. The analyses showed no significant differences in crude protein, total lipid, crude fiber and total ash content in the flours, possibly due to the drying temperature effect. Nevertheless, during the drying at 80 °C, a reduction of the water holding capacity (55%) was observed, along with a reduction of the green color intensity (34%) - characteristic of cactus pear. The heating produced larger concentrations of tyrosine, proline, aspartic acid, and glutamic acid. In the lipids of the flours, the most abundant fatty acids were palmitic acid (C16:0), linoleic acid (C18:2n6), linolenic acid (C18:3n3), and oleic acid (C18:1n9). The cladodes flours prepared at 60 °C presented a higher quality regarding their nutritional and functional properties.

Physicochemical and microbiological evaluation of corrientes artisanal cheese during ripening

The aim of this study was to evaluate some physical and chemical parameters (total solids, pH, acidity, fat, acid degree value of fat, salt, protein and nitrogen fractions) and their effects on the beneficial (lactic acid bacteria: LAB) and undesirable microbial populations (coliforms, Escherichia coli, Staphylococcus aureus, moulds, and yeast) during ripening of Artisanal Corrientes Cheese, an Argentinian cow's milk variety, to determine whether a longer ripening period than usual improve its hygienic-sanitary quality. The protein content was much higher than that of other cow's milk cheeses with similar values of fat. The larger peptides showed values three times higher in the 30 day-old cheese than those obtained in the beginning of the process. Staphylococcus aureus and Escherichia coli were detected (3.04 ± 1.48 log10 cfu/g of cheese, 2.21 ± 0.84 log10 MPN/g of cheese) even at 15 and 30 days of ripening, respectively. The distribution of three hundred LAB strains classified to the genus level (lactococci:lactobacilli:leuconostocs) was maintained during the ripening period. The high number of LAB in rennet may have contributed to the fermentation as a natural whey starter, unknown source of LAB for this specific cheese so far. The physicochemical changes that occur during ripening were not big enough to inhibit the growth of undesirable microorganisms.

Vigor and field emergence in "high oleic" sunflower seeds, in southeast of Buenos Aires province

Sunflower crop was based, as yet, on high linoleic cultivars, but in the last years request for oil with higher content of oleic acid has increased, due to their dietary characteristics. At the beginning, high oleic cultivars were used to be sown in warm regions, but then the concern about growing it in temperate areas, as the south-east of Buenos Aires Province, was posed. In this region, early sowings are recommended, so that grain filling matches with a period of appropriate hydric and light conditions, as to result in greater yields. However, early sowings are limited by low soil temperature, that delays seedling emergence, resulting in heterogeneous stand establishment. The aim of this work was to evaluate seed performance of four high oleic cultivars in the southern area of Buenos Aires Province, by means of vigor tests and field trials. Germination, cold, tetrazolium viability, tetrazolium viability with cold, accelerated ageing tests and three field sowings at different soil temperatures were performed. Data were analyzed by Anova using generalised linear models, and tests and cultivars were contrasted among themselves. Similar seedling emergence under optimal and suboptimal temperatures for high oleic and high linoleic cultivars was recorded. The success of seedling establishment does not appear to be related to the acidic composition of seeds.

Evaluacion del crecimiento de plántulas de cultivares de girasol con diferentes proporciones de acidos oleico/linoleico en respuesta a la baja temperatura

El objetivo de este trabajo fue estudiar el vigor a baja temperatura de semillas de girasol con diferente proporción de los ácidos oleico/linoleico, a través de la evaluación del crecimiento de plántulas (pesos secos aéreo y radicular y indice raíz/aéreo) y el tiempo medio de germinación. La proporción oleico/ linoleico de las semillas no se relacionó con el tiempo medio de germinación ni con las variables de crecimiento medidas, ni a temperatura óptima ni a baja temperatura. Los pesos secos aéreo y radicular fueron mayores, en general, en el grupo Alto Linoleico. Sin embargo la variación dentro de cada grupo no permitió asociar la respuesta a la baja temperatura con la composición acídica de los cultivares. Dichas variables se relacionaron con el peso seco de las semillas. Se evidenció respuesta diferencial a la bajas temperatura de las porciones aérea y radicular, con la consiguiente modificación del indice raíz aéreo, variable que tampoco mostró asociación con la composición acídica de los cultivares.

Discerning Cultural Depictions and Mistakes in Kafe Piter, a Russian Language Textbook for Finnish Students

This thesis presents the results of an analysis of the content in the series of Russian textbooks Kafe Piter, which is widely used in Finnish educational institutions for adult learners at the time that the research is conducted. The purpose of this study is to determine and describe how a textbook may purvey an image of a foreign country (in this case, Russia). Mixed-methods research with a focus on the qualitative content analysis of Kafe Piter is performed. The guidelines for textbook evaluation of cultural content proposed by Byram (1993) are used in this study as the basis for creating a qualitative analysis checklist, which is adopted according to the needs of the current research. The selection of the categories in the checklist is based on major themes where direct statements about Russia, Russian people and culture appear in the textbook. The cultural content and the way in which it is presented in Kafe Piter are also compared to the intercultural competence objectives of the Common European Framework of Reference for Languages. Because the textbook was not written by a native Russian speaker, it was also important to investigate the types of mistakes found in the books. A simple quantitative analysis in the form of descriptive statistics was done, which consisted of counting the mistakes and inaccuracies in Kafe Piter. The mistakes were categorized into several different groups: factual or cultural, lexicosemantic, grammatical, spelling and punctuation mistakes. Based on the results, the cultural content of Kafe Piter provides a rich variety of cultural information that allows for a good understanding of the Russian language and Russian culture. A sufficient number of cross-cultural elements also appear in the textbook, including cultural images and information describing and comparing Russian and Finnish ways of life. Based on the cultural topics covered in Kafe Piter, we conclude that the textbook is in line with the intercultural competence objectives set out in the Common European Framework of Reference for Languages. The results of the study also make it clear that a thorough proofreading of Kafe Piter is needed in order to correct mistakes - more than 130 cultural and linguistic mistakes and inaccuracies appear in the textbook.

[3 lettres de Lina Cavalieri à Jules Massenet, [entre 1902 et 1912]]

f.1-2 datés d'après : Lina Cavalieri : The Life of opera's greatest beauty, 1874-1944 / Paul Fryer, Olga Usova ; f.5-6 datés d'après la période d'activité de Jules Massenet

Resolución No. 036. ¿Cuáles son los efectos frente a los registros hechos con posterioridad a la suspensión de la inscripción del acto de transformación?

Servicios registrales

Resolución N° 36 del 12 de marzo de 2007 ¿Cuáles son los efectos frente a los registros hechos con posterioridad a la suspensión de la inscripción del acto de transformación?

Servicios registrales

The encounter with the real and post-Soviet trauma : fantasy construction in Russian popular cinema /

This thesis examines the impact of the Soviet Union's collapse on the Russian Symbolic as represented through popular cinema of the post-Soviet period. The disintegration of the USSR in 1991 became one of the most traumatic experiences for many Russian people. The trauma of the collapse of the Soviet Union penetrated the everyday reality of the Russian Symbolic, leaving the traces-symptoms in different cultural fonns like literature, arts, television and cinema. Because popular culture usually reacts very quickly to any social, political and economical shifts in society, it is an excellent barometer for deeper changes in society. Focusing on postSoviet popular cinema, this thesis analyzes the symptoms of cultural and individual trauma occasioned by the momentous changes of the 1990's. This study is grounded in post-analytic theory of Jacques Lacan and its interpretation by Slavoj Zizek, which emphases the traumatic encounter with the Real as a "hard core" of our reality. According to this paradigm, a new chain of signifiers is structured around the traumatic breach in the Symbolic, initiating a process of fantasy construction to deal with consequences of trauma and, thus, to support our Symbolic order. This thesis examines three major fantasy constructions - drinking, traveling to a "happy land" and family reunion and money - in popular films by Alexander Rogozhkin, Yurij Mamin, Georgij Shengelia, Dmitrij Astrakhan, Valerij Todorovskij, Alexej Balabanov, Sergej Bodrov Jr. and Petr Buslov. According to Zizek, enjoyment underlies any fantasy constructions, and that is why after the intrusion of the Real every individual and culture should go through the process of fantasizing about some substitutes which can help to minimize the traumatic effect and which can lead to a partial enjoyment. By analyzing the fantasies about drinking, "happy land", reconstruction of the family bonds and money in Russian popular cinema since 1991, this thesis demonstrates how the traumatic engagement with the Real affected the everyday lives of Russian people, and how individuals tried to fill the gap, the lack, in the post-Soviet Symbolic and "return" the lost feeling of unity and plenitude.