Subliminal advertising: The commercial appropriation of the unconscious

Subliminal advertising refers to the use of subliminal techniques by mass media and what these media messages are doing to society. A secret technology has existed and been in widespread use for decades which modifies consumer\u27s behavior invisibly, channels basic value systems, and manages to drive much bigger segments of the population into certain pathological behaviors

The Efficacy Of Business Ethics Courses When Coupled With A Personal Belief System

Business educators are being challenged on an increasing basis to reassess the ethical awareness of their students and the effectiveness of their ethics education.  In this paper we test a traditional approach to ethics exposure in business law classes, which is the primary venue for teaching ethics in many business curriculums.  We find that ethics exposure in the traditional business law course using popular textbooks does not influence the ethical sensitivity of students.  We also document that ethical sensitivity of students breaks down at several levels.  Business students have different personal standards as compared to acceptable corporate standards of ethics

Characterization of theThreshold for NAD(P)H:quinone Oxidoreductase Activity in Intact Sulforaphane-treated Pulmonary Arterial Endothelial Cells

Treatment of bovine pulmonary arterial endothelial cells in culture with the phase II enzyme inducer sulforaphane (5 μM, 24 h; sulf-treated) increased cell-lysate NAD(P)H:quinone oxidoreductase (NQO1) activity by 5.7 ± 0.6 (mean ± SEM)-fold, but intact-cell NQO1 activity by only 2.8 ± 0.1-fold compared to control cells. To evaluate the hypothesis that the threshold for sulforaphane-induced intact-cell NQO1 activity reflects a limitation in the capacity to supply NADPH at a sufficient rate to drive all the induced NQO1 to its maximum activity, total KOH-extractable pyridine nucleotides were measured in cells treated with duroquinone to stimulate maximal NQO1 activity. NQO1 activation increased NADP+ in control and sulf-treated cells, with the effect more pronounced in the sulf-treated cells, in which the NADPH was also decreased. Glucose-6-phosphate dehydrogenase (G-6-PDH) inhibition partially blocked NQO1 activity in control and sulf-treated cells, but G-6-PDH overexpression via transient transfection with the human cDNA alleviated neither the restriction on intact sulf-treated cell NQO1 activity nor the impact on the NADPH/NADP+ ratios. Intracellular ATP levels were not affected by NQO1 activation in control or sulf-treated cells. An increased dependence on extracellular glucose and a rightward shift in the Km for extracellular glucose were observed in NQO1-stimulated sulf-treated vs control cells. The data suggest that glucose transport in the sulf-treated cells may be insufficient to support the increased metabolic demand for pentose phosphate pathway-generated NADPH as an explanation for the NQO1 threshold

Efficacy of Ultraviolet Radiation to Control Lactic Acid Bacteria in Wine Must

The use of shortwave ultraviolet (UVc) radiation to control lactic acid bacteria (LAB) in wine production was studied. A simulated wine sterilizer was built using a commercially sourced ultraviolet (UV) sterilizer commonly used in aquariums and ponds. After growing cultures in test tubes, samples of five different species of LAB were introduced into white grape juice adjusted for brix and pH to match that of wine must commonly found in the Yakima Valley American Viticultural Area. The mixture was then agitated and allowed time to evenly distribute the bacteria throughout the juice. The juice was sent through the sterilizer in a single pass using an aquarium pump. LAB were quantified pre- and post-treatment using a dilution series on MRS agar. The UVc treatment resulted in a significant reduction of LAB by an average of 52.7% with a 95% confidence interval for three replicates of three trials. These data are compared to industry standards and applications of UVc sterilization in the wine industry with suggested areas for further study are discussed