The structural characteristics of women-endorsers in advertising messages and their influence on consumers´ responses

Participation of women-endorsers in advertising is key element in solving some of the psychological problems of the advertising industry: to involve consumers into the message of the brand, to evoke desire to possess advertised product and to form positive attitude towards brand. Researchers claim that consumers build their attitude towards brand messages based on their first impression. Human images are the first sources which consumers pay attention to in advertising. Negative reaction to these images has strong impact on consumers’ attention towards the advertising message, their interest towards the product and brand which may lead to disregarding of advertising. Study shows that image of endorsers may influence not only on attention or interest of consumers to brand but also may form their attitude towards the product and intention to purchase (Bjerke and Polegato, 2006; Chi, Yeh, Huang, 2009; Goldsmith, Laffery and Newell, 2000; Maheswaran, Durajraj and Sternhall, 1990; Solomon and Michael, 2004). On the other hand, for the consumers, the endorsers used in adverting are the most powerful vehicles for the brands’ messages because they are capable of forming the opinion of consumers through a large number of psychological effects (Bahram and Zahra, 2010; DeBono, Kenneth, Harnish and Richard, 1988; Goldsmith, Laffery and Newell, 2000). Basic modalities represented by endorsers, such as speech, emotional expression, behavior, etc., are dependent on several external and internal factors (social, cultural, political, religious, economic, and others), and therefore, they tend to vary in space and time. This complexity makes then elusive to scientific study. The purpose of this study is to define how participants’ attitudes towards different characteristics of women-endorsers influence on their assessments of brands and their messages. How participants’ assessments of these characteristics influence on responses of participants in the form of subjective feedback (such as attention, interest, positive attitude towards advertising message, brand and intention to purchase). This study shows to what extent participants’ assessments of women-endorsers are subject to influence of brand attitude in consumers and how these assessments correlate

Disc resonator gyroscope fabrication process requiring no bonding alignment

A method of fabricating a resonant vibratory sensor, such as a disc resonator gyro. A silicon baseplate wafer for a disc resonator gyro is provided with one or more locating marks. The disc resonator gyro is fabricated by bonding a blank resonator wafer, such as an SOI wafer, to the fabricated baseplate, and fabricating the resonator structure according to a pattern based at least in part upon the location of the at least one locating mark of the fabricated baseplate. MEMS-based processing is used for the fabrication processing. In some embodiments, the locating mark is visualized using optical and/or infrared viewing methods. A disc resonator gyroscope manufactured according to these methods is described

Electroluminescence and photoluminescence of Ge-implanted Si/SiO_2/Si structures

Electroluminescent devices were fabricated in SiO_2 films containing Ge nanocrystals formed by ion implantation and precipitation during annealing at 900 °C, and the visible room‐temperature electroluminescence and photoluminescence spectra were found to be broadly similar. The electroluminescent devices have an onset for emission in reverse bias of approximately −10 V, suggesting that the mechanism for carrier excitation may be an avalanche breakdown caused by injection of hot carriers into the oxide. The electroluminescent emission was stable for periods exceeding 6 h

Isolated resonator gyroscope with a drive and sense plate

The present invention discloses a resonator gyroscope comprising a vibrationally isolated resonator including a proof mass, a counterbalancing plate having an extensive planar region, and one or more flexures interconnecting the proof mass and counterbalancing plate. A baseplate is affixed to the resonator by the one or more flexures and sense and drive electrodes are affixed to the baseplate proximate to the extensive planar region of the counterbalancing plate for exciting the resonator and sensing movement of the gyroscope. The isolated resonator transfers substantially no net momentum to the baseplate when the resonator is excited

Method of producing an inertial sensor

The present invention discloses an inertial sensor comprising a planar mechanical resonator with embedded sensing and actuation for substantially in-plane vibration and having a central rigid support for the resonator. At least one excitation or torquer electrode is disposed within an interior of the resonator to excite in-plane vibration of the resonator and at least one sensing or pickoff electrode is disposed within the interior of the resonator for sensing the motion of the excited resonator. In one embodiment, the planar resonator includes a plurality of slots in an annular pattern; in another embodiment, the planar mechanical resonator comprises four masses; each embodiment having a simple degenerate pair of in-plane vibration modes

The role of quantum-confined excitons vs defects in the visible luminescence of SiO2 films containing Ge nanocrystals

Synthesis of Ge nanocrystals in SiO2 films is carried out by precipitation from a supersaturated solid solution of Ge in SiO2 made by Ge ion implantation. The films exhibit strong room-temperature visible photoluminescence. The measured photoluminescence peak energy and lifetimes show poor correlations with nanocrystal size compared to calculations involving radiative recombination of quantum-confined excitons in Ge quantum dots. In addition, the photoluminescence spectra and lifetime measurements show only a weak temperature dependence. These observations strongly suggest that the observed visible luminescence in our samples is not due to the radiative recombination of quantum-confined excitons in Ge nanocrystals. Instead, observations of similar luminescence in Xe+ -implanted samples and reversible PL quenching by hydrogen or deuterium suggest that radiative defect centers in the SiO2 matrix are responsible for the observed luminescence

Isolated planar gyroscope with internal radial sensing and actuation

The present invention discloses an inertial sensor comprising a planar mechanical resonator with embedded sensing and actuation for substantially in-plane vibration and having a central rigid support for the resonator. At least one excitation or torquer electrode is disposed within an interior of the resonator to excite in-plane vibration of the resonator and at least one sensing or pickoff electrode is disposed within the interior of the resonator for sensing the motion of the excited resonator. In one embodiment, the planar resonator includes a plurality of slots in an annular pattern; in another embodiment, the planar mechanical resonator comprises four masses; each embodiment having a simple degenerate pair of in-plane vibration modes

Defect-related versus excitonic visible light emission from ion beam synthesized Si nanocrystals in SiO2

Two sources of room temperature visible luminescence are identified from SiO2 films containing ion beam synthesized Si nanocrystals. From a comparison of luminescence spectra and photoluminescence decay lifetime measurements between Xe + -implanted SiO2 films and SiO2 films containing Si nanocrystals, a luminescence feature attributable to defects in the SiO2 matrix is unambiguously identified. Hydrogen passivation of the films selectively quenches the matrix defect luminescence, after which luminescence attributable to Si nanocrystals is evident, with a lifetime on the order of milliseconds. The peak energy of the remaining luminescence attributable to Si nanocrystals ``redshifts'' as a function of different processing parameters that might lead to increased nanocrystal size and the intensity is directly correlated to the formation of Si nanocrystals. Upon further annealing hydrogen-passivated samples at low temperatures (< 500 °C), the intensity of nanocrystal luminescence increases by more than a factor of 10