A multimodal analysis of facework strategies in a corpus of charity ads on British television

The aim of this article is to carry out a qualitative multimodal analysis of the codification of verbal and non-verbal politeness strategies in a sub-corpus of five charity commercials aired on British television. Brown and Levinson's (1987) verbal politeness strategies are taken as a starting point together with a detailed analysis of facework that is realized through paralinguistic and extralinguistic modes of communication (Kress and van Leeuwen, 2006 and Machin, 2010). In what we have identified as the problem phase of the commercial, our analysis has revealed that advertisers deliberately attempt to create threats to the viewer's positive and negative face by making him/her feel responsible for the plight of others. In all five ads, through multi-scene montage, positive and off-record politeness strategies are enacted involving vivid case stories, demand images, sad music and serious extradiegetic voices. These strategies also help convey the idea that the suffering of others might also affect viewers at some point in their lives and thus strengthen the bond between the characters depicted in the ads and those watching them. During the solution phase, in which images, melodies and voice-overs become more upbeat, negative politeness strategies are used to soften the actual request to donate while positive politeness strategies are employed to appeal to the presupposed solidarity of the viewers. Our analysis points to the need to carry out further research on the interplay between verbal and non-verbal communication, especially in the field of politeness studies.Pennock-Speck, B.; Saz Rubio, MMD. (2013). A multimodal analysis of facework strategies in a corpus of charity ads on British television. Journal of Pragmatics. 49(1):38-56. doi:10.1016/j.pragma.2012.12.010S385649

TIPIT: A randomised controlled trial of thyroxine in preterm infants under 28 weeks gestation: Magnetic Resonance Imaging and Magnetic Resonance Angiography protocol

<p>Abstract </p> <p>Background</p> <p>Infants born at extreme prematurity are at high risk of developmental disability. A major risk factor for disability is having a low level of thyroid hormone described as hypothyroxinaemia, which is recognised to be a frequent phenomenon in these infants. Derangements of critical thyroid function during the sensitive window in prematurity when early development occurs, may have a range of long term effects for brain development. Further research in preterm infants using neuroimaging techniques will increase our understanding of the specificity of the effects of hypothyroxinaemia on the developing foetal brain. This is an explanatory double blinded randomised controlled trial which is aimed to assess the effect of thyroid hormone supplementation on brain size, key brain structures, extent of myelination, white matter integrity and vessel morphology, somatic growth and the hypothalamic-pituitary-adrenal axis.</p> <p>Methods</p> <p>The study is a multi-centred double blinded randomised controlled trial of thyroid hormone supplementation in babies born below 28 weeks' gestation. All infants will receive either levothyroxine or placebo until 32 weeks corrected gestational age. The primary outcomes will be width of the sub-arachnoid space measured using cranial ultrasound and head circumference at 36 weeks corrected gestational age. The secondary outcomes will be thyroid hormone concentrations, the hypothalamic pituitary axis status and auxological data between birth and expected date of delivery; thyroid gland volume, brain size, volumes of key brain structures, extent of myelination and brain vessel morphology at expected date of delivery and markers of morbidity which include duration of mechanical ventilation and/or oxygen requirement and chronic lung disease.</p> <p><b>Trial registration</b></p> <p>Current Controlled Trials ISRCTN89493983</p

Investigation of cerebral autoregulation in the newborn piglet during anaesthesia and surgery

The relationship between cerebral autoregulation (CA) and the neurotoxic effects of anaesthesia with and without surgery is investigated. Newborn piglets were randomly assigned to receive either 6 h of anaesthesia (isoflurane) or the same with an additional hour of minor surgery. The effect of the spontaneous changes in mean arterial blood pressure (MABP) on the cerebral haemodynamics (oxy- and deoxy-haemoglobin, HbO2 and Hb) was measured using transverse broadband near-infrared spectroscopy (NIRS). A marker for impaired CA, concordance between MABP and intravascular oxygenation (HbD = HbO2 - Hb) in the ultra-low frequency domain (0.0018-0.0083 Hz), was assessed using coherence analysis. Presence of CA impairment was not significant but found to increase with surgical exacerbation. The impairment did not correlate with histological outcome (presence of cell death, apoptosis and microglial activation in the brain)