电视广告作品评价的消费行为学研究

The quality of advertising copy is an important component of advertising service. An advertising system with only copy design and production but without evaluation is imperfect. Establishing an evaluation system of television advertising copy is the principal purpose of the present work. In terms of consumer behavior, the work focused on consumers' evaluation-in-general of T commercials. The research consisted of three subprograms. The first subprogrom was associated with the basic factors in the evaluation of television advertising copy. The second one was related to the relative importance of those basic factors. The last one was related to the way in which the consumers' synthetic evaluation of copy under multidimensions. These subprogram composed the evaluation system of television advertising copy. In the study of the first subprogram, by the use of a variaty of "multistage evaluation scale", a survey into consumers' evaluation-in-general of television ads was made, which obtained five factors, namely, credibility, attractiveness, suitability, cognition and affect impact, through factor analysis (Cum.Pct. = 56.2%, α = 0.84). The study of second subprogram acquired their relative weights by a popular method of weight in the area of decision analysis, the result was as followings: credibility-0.27, attractiveness-0.24, suitability-0.18, affect impact-0.16, cognition-0.15; and fanally, under the condition of quasi-experiment, the third studyestablished a mathematical model of the synthetic evaluation of television ad copy, which was expressed as O = ΣF * W, through a "synthetical" method of multidimensional decision making.

As fontes do método analítico de leitura de João Köpke (1896-1917)

After two decades advertising and defending the synthetic method, João Köpke became active disseminator of analytical method for teaching reading. In five te xts published between 1896 and 1917, produced in different circumstance s for different publics readers, Köpke seeks the support of American and European authors, for their principles as well as for the education experience, to his analytical method. as by theirs principles as by theirs educational experiences. Among those authors: J. Jacotot, A. Bain, A. Meiklejohn, J. Froebel, C. Parker, G. Stanley Hall and J. Chubb. In this article, attention is given to repeated American references with special emphasis on the psychology of Stanley Hall and the method of teaching reading of Meiklejohn, highlighted and placed on convergence by Köpke in his final writings.

An approximate method for the solution of an influence function foil rolling model

Fleck and Johnson (Int. J. Mech. Sci. 29 (1987) 507) and Fleck et al. (Proc. Inst. Mech. Eng. 206 (1992) 119) have developed foil rolling models which allow for large deformations in the roll profile, including the possibility that the rolls flatten completely. However, these models require computationally expensive iterative solution techniques. A new approach to the approximate solution of the Fleck et al. (1992) Influence Function Model has been developed using both analytic and approximation techniques. The numerical difficulties arising from solving an integral equation in the flattened region have been reduced by applying an Inverse Hilbert Transform to get an analytic expression for the pressure. The method described in this paper is applicable to cases where there is or there is not a flat region.

A Petrov-Galerkin method for a singularly perturbed ordinary differential equation with non-smooth data

In this paper, a singularly perturbed ordinary differential equation with non-smooth data is considered. The numerical method is generated by means of a Petrov-Galerkin finite element method with the piecewise-exponential test function and the piecewise-linear trial function. At the discontinuous point of the coefficient, a special technique is used. The method is shown to be first-order accurate and singular perturbation parameter uniform convergence. Finally, numerical results are presented, which are in agreement with theoretical results.