Comparative Advertising Wars: An Historical Analysis of Their Causes and Consequences

This historical study contributes to the extensive literature on comparative advertising by examining the causes and consequences of comparative advertising wars; that is, when one advertiser responds to a direct or implied attack by another advertiser. Primary and secondary sources consist of articles published in historic and contemporary marketing and advertising trade journals, such as Printers’ Ink, Advertising & Selling, and Advertising Age. The findings reveal that well-publicized advertising wars occurred frequently between major U.S. advertisers throughout the twentieth century and into the twenty-first, and that they most often occurred in product and service markets characterized by intense competition. Many, if not most, advertisers’ principal motive for responding to a comparative advertising attack has been emotional rather than rational. The findings also reveal that advertising wars often became increasingly hostile, leading to negative consequences for all combatants, as well as a broad and negative social consequence in the form of potentially misleading advertising.Yeshttps://us.sagepub.com/en-us/nam/manuscript-submission-guideline

Liver transplantation for patients with human immunodeficiency virus and hepatitis C virus coinfection with special reference to hemophiliac recipients in Japan.

Liver transplantation for patients with hepatitis C virus (HCV) and human immunodeficiency virus (HIV) remains challenging. The advent of highly active antiretroviral therapy (HAART) for HIV has reduced mortality from opportunistic infection related to acquired immunodeficiency syndrome dramatically, while about 50% of patients die of end-stage liver cirrhosis resulting from HCV. In Japan, liver cirrhosis frequently develops after HCV-HIV coinfection resulting from previously transfused infected blood products for hemophilia. The problems of liver transplantation for those patients arise from the need to control calcineurin inhibitor with HAART drugs, the difficulty of using interferon after liver transplantation with HAART, and the need to control intraoperative coagulopathy associated with hemophilia. We review published reports of liver transplantation for these patients in the updated world literature

Verfahren und Vorrichtung zum Erzeugen von insbesondere EUV-Strahlung und/oder weicher Roentgenstrahlung

WO2005060321 A UPAB: 20050818 NOVELTY - A plasma (26) is formed by an operating gas (22) in a discharge space (14) comprising a radiation emission window (16) and an electrode system with an anode (18) and a cathode (20). Electrical energy is transmitted to plasma by electrode system using charge carriers (24) made available in the discharge space by introducing the radiation (30) generated by a radiation source (28). DETAILED DESCRIPTION - An INDEPENDENT CLAIM is also included for device for generating extreme ultraviolet radiation and/or soft X-ray radiation. USE - For generating extreme ultraviolet (EUV) radiation and/or soft X-ray radiation, for use in lithographic process in manufacture of semiconductor. ADVANTAGE - Enables reliable ignition of gas discharge at high repetition frequencies and with longer operating pauses by simple structure