Perfect moments: British advertising during the 1990s - an assessment of determinants

The aim of this thesis is to consider how advertisers and their clients in the 1990s conceptualised social and technological change. In particular, I address how advertisers deduced and represented new characteristics in their customers. By reflecting on changes in the content of adverts, I take a symptomatic approach in considering how new conceptualisations were incorporated into new and broader ad styles. To do this, in Chapter 1, the Literature Review, I identify my central approach and key issues against existing literature in the field. Given that this study is essentially an industry-oriented analysis of advertising, which not been attempted this way before, I consider the relevance of existing industrial and academic-centred critical models for this study. Chapter 2 then maps out the key changes in advertising in the 1990s from previous decades. It considers what prompted the ad industries to change their perspectives and how advertisers restructured their operations in an attempt to re-imagine their consumers. In Chapter 3 benchmarks of the key changes are examined in more detail. Three campaigns are examined to explore how promotional strategies negotiated (perceived) changes in consumers. The campaigns for Britvic Tango (1992), Daewoo cars (1995) and Tesco Clubcard (1997) were chosen because they are symptomatic of key moments during the 1990s in which the way advertising targeted consumers was re-addressed. In the final part of this chapter I consider how shifting methods of advertising during the 1990s registers in the 'bigger picture' of twentieth century communication. Following the case studies, the next two chapters review two key issues for advertising during the 1990s. Chapter 4 considers how advertisers changed their tone of address. Here issues such as national/personal representation and 'boutiques of history' are considered. Most notably, changes in youth mood is considered against advertising's own strategies for coping with change. Chapter 5 then considers changes in modes of address, and in particular the impact of digital technology on advertising's means of communication. Unlike the previous chapter, which demonstrates how advertising negotiated change, this section shows how the existing agency system was forced to change. Before 1990 an attitude perSisted in the ad industry that changes to the way agencies communicated and did business was (to a large extent) determined by advertisers themselves. This was not the case in 1990s. This study maps out how change was negotiated in a climate of cultural fragmentation and digitised communication

The Theory of Parity Violation in Few-Nucleon Systems

We review recent progress in the theoretical description of hadronic parity violation in few-nucleon systems. After introducing the different methods that have been used to study parity-violating observables we discuss the available calculations for reactions with up to five nucleons. Particular emphasis is put on effective field theory calculations where they exist, but earlier and complementary approaches are also presented. We hope this review will serve as a guide for those who wish to know what calculations are available and what further calculations need to be completed before we can claim to have a comprehensive picture of parity violation in few nucleon systems.Comment: 69 pages, 10 figures, accepted for publication in Prog. Part. Nucl. Phy

The Impact of User Effects on the Performance of Dual Receive Antenna Diversity Systems in Flat Rayleigh Fading Channels

In this paper we study the impact of user effects on the performance of receive antenna diversity systems in flat Rayleigh fading channels. Three diversity combining techniques are compared: maximal ratio combining (MRC), equal gain combining (EGC), and selection combining (SC). User effects are considered in two scenarios: 1) body loss (the reduction of effective antenna gain due to user effects) on a single antenna, and 2) equal body loss on both antennas. The system performance is assessed in terms of mean SNR, link reliability, bit error rate of BPSK, diversity order and ergodic capacity. Our results show that body loss on a single antenna has limited (bounded) impact on system performance. In comparison, body loss on both antennas has unlimited (unbounded) impact and can severely degrade system performance. Our results also show that with increasing body loss on a single antenna the performance of EGC drops faster than that of MRC and SC. When body loss on a single antenna is larger than a certain level, EGC is not a “sub-optimal” method anymore and has worse performance than SC

Simplifying collaboration in co-located virtual environments using the active-passive approach

The design and implementation of co-located immersive virtual environments with equal interaction possibilities for all participants is a complex topic. The main problem, on a fundamental technical level, is the difficulty of providing perspective-correct images for each participant. There is consensus that the lack of a correct perspective view will negatively affect interaction fidelity and therefore also collaboration. Several research approaches focus on providing a correct perspective view to all participants to enable co-located work. However, these approaches are usually either based on custom hardware solutions that limit the number of users with a correct perspective view or software solutions striving to eliminate or mitigate restrictions with custom image-generation approaches. In this paper we investigate an often overlooked approach to enable collaboration for multiple users in an immersive virtual environment designed for a single user. The approach provides one (active) user with a perspective-correct view while other (passive) users receive visual cues that are not perspective-correct. We used this active-passive approach to investigate the limitations posed by assigning the viewpoint to only one user. The findings of our study, though inconclusive, revealed two curiosities. First, our results suggest that the location of target geometry is an important factor to consider for designing interaction, expanding on prior work that has studied only the relation between user positions. Secondly, there seems to be only a low cost involved in accepting the limitation of providing perspective-correct images to a single user, when comparing with a baseline, during a coordinated work approach. These findings advance our understanding of collaboration in co-located virtual environments and suggest an approach to simplify co-located collaboration