Warum gewinnt Schockwerbung?

Warum gewinnt Schockwerbung? Ein Thema, das gewählt wurde, um eineAnnäherung an den Begriff Schockwerbung zu wagen und inwieweit sichSchockwerbung im Untersuchungszeitraum und unter dem Einfluss von 9/11verändert, entwickelt oder etabliert hat. Diese Arbeit beschäftigt sich im Speziellen damit, inwieweit es sinnvoll ist, sich vom Mitbewerb durchTabubruch in Stil oder Positionierung abzuheben, beziehungsweiseabzugrenzen und hat Schockwerbung eine Chance beim internationalen Werbefestival “Cannes Lions” zu gewinnen? In dieser Diplomarbeit werden zwei Fragen gestellt: Erstens hat Schockwerbung im Untersuchungszeitraum gegenüber Werbung ohne Schock abgenommen? Und zweitens, ob die Terroranschläge von New York 2001 einen kurzfristigen Einfluss auf die Werbegestaltung hatten und ob damit ein Rückgang von Schockwerbung einhergeht? Als Methode wurde die Inhaltsanlyse gewählt mit einer quantitaiven Messung und einer deskriptiven Auswertung. Die Messung erfolgt auf einer zuvor festgelegten Codierung, der formale und inhaltliche Kriterien zu Grunde liegen, welche in den Kategorien eingeteilt sind, die das Kategoriensystem bilden. Die Untersuchung basiert auf der Themenfrequenzanalyse, dabei wurden aus 315 Gewinner TV-Spots der “Cannes Rolle” der Jahrgänge 2001 bis 2003 wesentliche Tendenzen herausdestilliert um anschließend allgemeine Aussagen zu treffen. Folgende Ergebniss konnten durch die Untersuchung festgestellt werden. Für die generelle Aussage über Schockwerbung, wurden die Kategorien Schock in der Bilddarstellung, Gefühlskatgorie und Verwendung von Schock zusammengefasst. Und man kann die allgemeine Aussage treffen, das 29 % von 315 Spots der Schockwerbung zugeordnet werden. Im Jahresvergleich von 2001 bis 2003 zeigt sich, dass Schockwerbung von 45 % im Jahr 2001 auf 20 % im Jahr 20023 gesunken ist. Beim Einsatz von Schock als Positionierung versus Schock als Stilelement lagen das Ergebins mit 49 % zu 51 % quasi gleich auf. Somit lassen sich in der Verwendung Schock keine Tendenzen ablesen. Weiters kam man zum Ergebnis, dass Schock zu 60 % rational in Bild und emotional mit Gefühl gemeinsam dargestellt werden. Die Arbeit ergab weiters, dass sich Schockwerbung vermehrt der Bildelemente aus Krieg, Gewalt & Militär (65 %) und Hunger, Leid & Armut (62 %) bedient. In den Gefühlskaetgorien werden am häufigsten Schrecken, Aggresivität, Angst, Furcht und Erniedrigung dargestellt und am häufigsten wird Schockwerbung in den folgenden Produktkategorien verwendet: “Non Alkoholic Drinks”, “Publications and Media” und “Home Appliance and Furnishing” verwendet. Zusammenfassend kann man formulieren, dass die Zahl der Spots mit Schockwerbung im Untersuchungszeitraum um mehr als die Hälfte abgenommen haben. Ob dabei ein direkter Zusammenhang zu 9/11 besteht lässt sich nicht allgemeingültig verifizieren – dazu man müsste vergleichsweise andere negative Großereignisse der Marktkommunikation gegenüberstellen.Why does shock advertisement win? This topic was chosen to take a closer look at the term of shock advertisement and how shock advertisement changed, developed and became established during the observed time period and under the influence of 9/11. This thesis specifically looks at whether it pays off to differentiate oneself from the competition by breaking taboos in regards to style or positioning and whether shock advertisement has a chance to win the “Cannes Lions” award at the international advertisement festival. In this thesis two questions were asked: First, did shock advertisement decline compared to advertisement without shocking during the observed time period? Second, did the terror attacks in New York City in 2001 have a shortterm influence on the way of advertisement and was there a concurrent decline in shock advertisement? The method of choice was the analysis of content using a quantitative measurement and a descriptive interpretation. A category system was established using a fixed coding system based on formal criteria and content and used for the measurements. The investigation was based on the analysis of the frequency of topics. 315 “Cannes Rolle” award winning TV spots in the years 2001 to 2003 were selected and subsequently a statement was made. The following results were seen: For a general conclusion on shock advertisement the following categories were defined: shock in visual presentation, category of emotions and usage of shock. In general, 29% of 315 spots were using shock advertisement. A decrease in shock advertisement from 45% in 2001 to 20% in 2003 was observed. The use of shock to position oneself was comparable with 49% to shock used as a style with 51%.Thus, there does not seem to be a trend in the utilization of shock. In addition, it was seen that in 60% of the time shock rationally shown in 4 pictures was combined with emotional feelings. Furthermore, the investigation showed that the main pictures shown in shock advertisement were of war, force and military and hunger, pain and poverty (62%). In the category of emotions the most frequently used feelings were terror, aggression, fear and humiliation. Shock advertisement is used most often in the product categories: “non alcoholic drink”, “publications and media” and “home appliance and “furnishing”. In Summary, I conclude that the spots using shock advertisement decreased more than 50% over the observed time period. A direct correlation to 9/11 cannot be generally verified – one would have to take into account other main negative events of market communication

Burden of treatment for chronic illness: a concept analysis and review of the literature

Context Treatment burden, the burden associated with the treatment and management of chronic illness, has not yet been well articulated. Objective Using Rodgers' (1989, Journal of Advanced Nursing, 14, 330–335) method of concept analysis, this review describes the ways in which treatment burden has been conceptualized to define the concept and to develop a framework for understanding its attributes, antecedents and consequences. Methods Leading databases were searched electronically between the years 2002 and 2011. To ensure the review focused on actual observations of the concept of interest, articles that did not measure treatment burden (either qualitatively or quantitatively) were excluded. An inductive approach was used to identify themes related to the concept of treatment burden. Main results Thirty articles, identified from 1557 abstracts, were included in the review. The attributes of treatment burden include burden as a dynamic process, as a multidimensional concept, and comprising of both subjective and objective elements. Prominent predisposing factors (antecedents) include the person's age and gender, their family circumstances, possible comorbidity, high use of medications, characteristics of treatment and their relationship with their health-care provider. The most dominant consequences are poor health and well-being, non-adherence to treatment, ineffective resource use and burden on significant others. Furthermore, many of these consequences can also become antecedents, reflecting the cyclic and dynamic nature of treatment burden. Conclusion The findings underscore the need for researchers and health-care professionals to engage in collaborative discussions and make cooperative efforts to help alleviate treatment burden and tailor treatment regimens to the realities of people's daily lives

Treatment Burden and Chronic Illness: Who is at Most Risk?

Background: There is a need to ascertain the type and level of treatment burden experienced by people with co-morbidities. This is important to identify the characteristics of participants who are at most risk of treatment burden.  Objective: The aim of this study is to identify the characteristics of participants who are at most risk of treatment burden.  Methods: This cross-sectional study was part of a larger project and recruitment was conducted across four Australian regions: rural, semi-rural and metropolitan. Participants were asked about their treatment burden using an adapted version of a measure, which included the following five dimensions: medication, time and administrative, lifestyle change, social life and financial burden.  Results: In total, 581 participants with various chronic health conditions reported a mean global treatment burden of 56.5 out of 150 (standard deviation = 34.5). Number of chronic conditions (β = .34, p < 0.01), age, (β = −.27, p < 0.01), the presence of an unpaid carer (β = .22, p < 0.001) and the presence of diabetes mellitus and other endocrine conditions (β = .13, p < 0.01) were significant predictors of overall treatment burden. For the five dimensions of treatment burden, social, medicine and administrative burden were predicted by the same cluster of variables: number of conditions, age, presence of an unpaid carer and diabetes. However, in addition to these variables, financial dimensions were also predicted by education level, ethnicity and health insurance. Educational level also influenced lifestyle burden.  Conclusion: A substantial proportion of community-dwelling adults with chronic conditions have considerable levels of treatment burden. Specifically, health professionals should provide greater focus on managing overall treatment burden for persons who are of young age, have an endocrine condition or an unpaid carer, or a combination of these factors

Jet energy measurement with the ATLAS detector in proton-proton collisions at root s=7 TeV

The jet energy scale and its systematic uncertainty are determined for jets measured with the ATLAS detector at the LHC in proton-proton collision data at a centre-of-mass energy of √s = 7TeV corresponding to an integrated luminosity of 38 pb-1. Jets are reconstructed with the anti-kt algorithm with distance parameters R=0. 4 or R=0. 6. Jet energy and angle corrections are determined from Monte Carlo simulations to calibrate jets with transverse momenta pT≥20 GeV and pseudorapidities {pipe}η{pipe}<4. 5. The jet energy systematic uncertainty is estimated using the single isolated hadron response measured in situ and in test-beams, exploiting the transverse momentum balance between central and forward jets in events with dijet topologies and studying systematic variations in Monte Carlo simulations. The jet energy uncertainty is less than 2. 5 % in the central calorimeter region ({pipe}η{pipe}<0. 8) for jets with 60≤pT<800 GeV, and is maximally 14 % for pT<30 GeV in the most forward region 3. 2≤{pipe}η{pipe}<4. 5. The jet energy is validated for jet transverse momenta up to 1 TeV to the level of a few percent using several in situ techniques by comparing a well-known reference such as the recoiling photon pT, the sum of the transverse momenta of tracks associated to the jet, or a system of low-pT jets recoiling against a high-pT jet. More sophisticated jet calibration schemes are presented based on calorimeter cell energy density weighting or hadronic properties of jets, aiming for an improved jet energy resolution and a reduced flavour dependence of the jet response. The systematic uncertainty of the jet energy determined from a combination of in situ techniques is consistent with the one derived from single hadron response measurements over a wide kinematic range. The nominal corrections and uncertainties are derived for isolated jets in an inclusive sample of high-pT jets. Special cases such as event topologies with close-by jets, or selections of samples with an enhanced content of jets originating from light quarks, heavy quarks or gluons are also discussed and the corresponding uncertainties are determined. © 2013 CERN for the benefit of the ATLAS collaboration

Measurement of the inclusive and dijet cross-sections of b-jets in pp collisions at sqrt(s) = 7 TeV with the ATLAS detector

The inclusive and dijet production cross-sections have been measured for jets containing b-hadrons (b-jets) in proton-proton collisions at a centre-of-mass energy of sqrt(s) = 7 TeV, using the ATLAS detector at the LHC. The measurements use data corresponding to an integrated luminosity of 34 pb^-1. The b-jets are identified using either a lifetime-based method, where secondary decay vertices of b-hadrons in jets are reconstructed using information from the tracking detectors, or a muon-based method where the presence of a muon is used to identify semileptonic decays of b-hadrons inside jets. The inclusive b-jet cross-section is measured as a function of transverse momentum in the range 20 < pT < 400 GeV and rapidity in the range |y| < 2.1. The bbbar-dijet cross-section is measured as a function of the dijet invariant mass in the range 110 < m_jj < 760 GeV, the azimuthal angle difference between the two jets and the angular variable chi in two dijet mass regions. The results are compared with next-to-leading-order QCD predictions. Good agreement is observed between the measured cross-sections and the predictions obtained using POWHEG + Pythia. MC@NLO + Herwig shows good agreement with the measured bbbar-dijet cross-section. However, it does not reproduce the measured inclusive cross-section well, particularly for central b-jets with large transverse momenta.Comment: 10 pages plus author list (21 pages total), 8 figures, 1 table, final version published in European Physical Journal

Observation of associated near-side and away-side long-range correlations in √sNN=5.02 TeV proton-lead collisions with the ATLAS detector

Two-particle correlations in relative azimuthal angle (Δϕ) and pseudorapidity (Δη) are measured in √sNN=5.02  TeV p+Pb collisions using the ATLAS detector at the LHC. The measurements are performed using approximately 1  μb-1 of data as a function of transverse momentum (pT) and the transverse energy (ΣETPb) summed over 3.1<η<4.9 in the direction of the Pb beam. The correlation function, constructed from charged particles, exhibits a long-range (2<|Δη|<5) “near-side” (Δϕ∼0) correlation that grows rapidly with increasing ΣETPb. A long-range “away-side” (Δϕ∼π) correlation, obtained by subtracting the expected contributions from recoiling dijets and other sources estimated using events with small ΣETPb, is found to match the near-side correlation in magnitude, shape (in Δη and Δϕ) and ΣETPb dependence. The resultant Δϕ correlation is approximately symmetric about π/2, and is consistent with a dominant cos⁡2Δϕ modulation for all ΣETPb ranges and particle pT

Search for direct production of charginos and neutralinos in events with three leptons and missing transverse momentum in √s = 7 TeV pp collisions with the ATLAS detector

A search for the direct production of charginos and neutralinos in final states with three electrons or muons and missing transverse momentum is presented. The analysis is based on 4.7 fb−1 of proton–proton collision data delivered by the Large Hadron Collider and recorded with the ATLAS detector. Observations are consistent with Standard Model expectations in three signal regions that are either depleted or enriched in Z-boson decays. Upper limits at 95% confidence level are set in R-parity conserving phenomenological minimal supersymmetric models and in simplified models, significantly extending previous results

Measurement of χ c1 and χ c2 production with s√ = 7 TeV pp collisions at ATLAS

The prompt and non-prompt production cross-sections for the χ c1 and χ c2 charmonium states are measured in pp collisions at s√ = 7 TeV with the ATLAS detector at the LHC using 4.5 fb−1 of integrated luminosity. The χ c states are reconstructed through the radiative decay χ c → J/ψγ (with J/ψ → μ + μ −) where photons are reconstructed from γ → e + e − conversions. The production rate of the χ c2 state relative to the χ c1 state is measured for prompt and non-prompt χ c as a function of J/ψ transverse momentum. The prompt χ c cross-sections are combined with existing measurements of prompt J/ψ production to derive the fraction of prompt J/ψ produced in feed-down from χ c decays. The fractions of χ c1 and χ c2 produced in b-hadron decays are also measured

Single hadron response measurement and calorimeter jet energy scale uncertainty with the ATLAS detector at the LHC

The uncertainty on the calorimeter energy response to jets of particles is derived for the ATLAS experiment at the Large Hadron Collider (LHC). First, the calorimeter response to single isolated charged hadrons is measured and compared to the Monte Carlo simulation using proton-proton collisions at centre-of-mass energies of sqrt(s) = 900 GeV and 7 TeV collected during 2009 and 2010. Then, using the decay of K_s and Lambda particles, the calorimeter response to specific types of particles (positively and negatively charged pions, protons, and anti-protons) is measured and compared to the Monte Carlo predictions. Finally, the jet energy scale uncertainty is determined by propagating the response uncertainty for single charged and neutral particles to jets. The response uncertainty is 2-5% for central isolated hadrons and 1-3% for the final calorimeter jet energy scale.Comment: 24 pages plus author list (36 pages total), 23 figures, 1 table, submitted to European Physical Journal