Making the Commercial Non-Commercial: Traditional Ad Effects on TV Billboards

Using a 2x2 experimental design, this study evaluated the effectiveness of two ad factors on TV billboards. Four experimental conditions were created around a previously aired Olympic hockey game to measure how contextual fit and cross-promotion affect audience evaluations of a brand presented on a TV billboard. The hypotheses predicted measurable effects based on past advertisement and sponsorship literature. A total of 150 usable respondents returned significant main effect results, as well as supporting interaction effect results. Particularly, contextual fit encouraged participant purchase intention and the presence of cross-promotion encouraged more positive attitudes toward a brand. Limitations and future research are discussed

Prevention of Infection in Pregnancy

We believe the prevention of infection-related adverse pregnancy outcome is the most important focus for obstetricians today. An emphasis upon immunization of susceptible women, prevention of transmissible disease by modification of patient behavior, and identification and treatment of silent infections should become standards of practice. This will require educational initiatives for physicians and their patients as well as continued clinical trials to determine costs and effectiveness

The effect of the aggregate type on the properties of pavement concrete

This paper presents the results of laboratory tests on the properties of cement concrete containing various types of aggregate. The purpose of the tests was to determine the effect of aggregate on compressive strength, indirect tensile strength, air pore characteristics, frost resistance and the modulus of elasticity of concrete for road surfaces. The aggregate that meets the requirements for road concrete was determined on the basis of the tests. Keywords: road concrete, frost resistance of aggregate, frost resistance of road concrete

Directed transport of neutrophil-derived extracellular vesicles enables platelet-mediated innate immune response

The innate immune response to bacterial infections requires the interaction of neutrophils and platelets. Here, we show that a multistep reciprocal crosstalk exists between these two cell types, ultimately facilitating neutrophil influx into the lung to eliminate infections. Activated platelets adhere to intravascular neutrophils through P-selectin/P-selectin glycoprotein ligand-1 (PSGL-1)-mediated binding, a primary interaction that allows platelets glycoprotein Ib alpha (GPIb alpha)-induced generation of neutrophil-derived extracellular vesicles (EV). EV production is directed by exocytosis and allows shuttling of arachidonic acid into platelets. EVs are then specifically internalized into platelets in a Mac1-dependent fashion, and relocated into intracellular compartments enriched in cyclooxygenase1 (Cox1), an enzyme processing arachidonic acid to synthesize thromboxane A(2) (TxA(2)). Finally, platelet-derived-TxA(2) elicits a full neutrophil response by inducing the endothelial expression of ICAM-1, intravascular crawling, and extravasation. We conclude that critical substrate-enzyme pairs are compartmentalized in neutrophils and platelets during steady state limiting non-specific inflammation, but bacterial infection triggers regulated EV shuttling resulting in robust inflammation and pathogen clearance

Directed transport of neutrophil-derived extracellular vesicles enables platelet-mediated innate immune response

The innate immune response to bacterial infections requires the interaction of neutrophils and platelets. Here, we show that a multistep reciprocal crosstalk exists between these two cell types, ultimately facilitating neutrophil influx into the lung to eliminate infections. Activated platelets adhere to intravascular neutrophils through P-selectin/P-selectin glycoprotein ligand-1 (PSGL-1)-mediated binding, a primary interaction that allows platelets glycoprotein Ib alpha (GPIb alpha)-induced generation of neutrophil-derived extracellular vesicles (EV). EV production is directed by exocytosis and allows shuttling of arachidonic acid into platelets. EVs are then specifically internalized into platelets in a Mac1-dependent fashion, and relocated into intracellular compartments enriched in cyclooxygenase1 (Cox1), an enzyme processing arachidonic acid to synthesize thromboxane A(2) (TxA(2)). Finally, platelet-derived-TxA(2) elicits a full neutrophil response by inducing the endothelial expression of ICAM-1, intravascular crawling, and extravasation. We conclude that critical substrate-enzyme pairs are compartmentalized in neutrophils and platelets during steady state limiting non-specific inflammation, but bacterial infection triggers regulated EV shuttling resulting in robust inflammation and pathogen clearance.The authors would like to thank Nadja Giesbrecht and Mareike Schluter for expert technical support. This work was supported by the Deutsche Forschungsgemeinschaft (ZA428/6-1 and ZA428/8-1 to A.Z., RO 4537/2-1 to J.R.) and Cells-in-Motion Cluster of Excellence EXC 1003-CiM (University of Munster, Germany; to A.Z.). Grant SAF2012-31142 from MINECO (to A.H.). Grant HL107386 from the NHLBI (to M.R.L.). The Centro Nacional de Investigaciones Cardiovasculares (CNIC) is supported by the MINECO and the Pro-CNIC Foundation.S

Prenatal Diagnosis of Fetal Seizure: A Case Report

A 35-yr-old woman carrying a 17-week-old fetus presented with right hydronephrosis and a single umbilical artery. Karyotyping was normal and targeted ultrasonography showed an otherwise normal fetus. After 28 weeks of gestation, the mother felt rapid, repetitive fetal movement and an ultrasound at 30 weeks of gestation revealed tonic clonic movements of the fetal trunk and extremities. At 36 weeks of gestation, an emergency repeat Cesarean section was performed because of a premature rupture of the membranes and a male infant weighing 4,295 gm was delivered. After birth, the infant continued to have movements suggestive of a generalized tonic clonic seizure. Brain computed tomography and magnetic resonance imaging revealed normal structures and an electroencephalography showed generalized suppression. Treatment with phenobarbital resulted in substantial improvement in the number of seizure episodes, however fine seizure-like movement continued in both of the hands, feet and in the tongue until the five-month follow-up. This is the first Korean report of a fetal seizure being diagnosed during the prenatal period