POX 186: A Dwarf Galaxy in the Process of Formation?

We present deep U, V and I band images of the "ultracompact" blue dwarf galaxy POX 186 obtained with the Planetary Camera 2 of the Hubble Space Telescope. We have also obtained a near-ultraviolet spectrum of the object with the Space Telescope Imaging Spectrograph, and combine this with a new ground-based optical spectrum. The images confirm the galaxy to be extremely small, with a maximum extent of only 300 pc, a luminosity ~ 10^-4 L*, and an estimated mass ~ 10^7 M(sun). Its morphology is highly asymmetric, with a tail of material on its western side that may be tidal in origin. The U-band image shows this tail to be part of a stream of material in which stars have recently formed. Most of the star formation in the galaxy is however concentrated in a central, compact (d ~ 10 - 15 pc) star cluster. The outer regions of the galaxy are significantly redder than the cluster, with V - I colors consistent with a population dominated by K and M stars. While these results rule out earlier speculation that POX 186 is a protogalaxy, its morphology, mass and active star formation suggest that it represents a recent (within ~ 10^8 yr) collision between two clumps of stars of sub-galactic size (~ 100 pc). POX 186 may thus be a very small dwarf galaxy that, dynamically speaking, is still in the process of formation. This interpretation is supported by the fact that it resides in a void, so its morphology cannot be explained as the result of an encounter with a more massive galaxy. Clumps of stars this small may represent the building blocks required by hierarchical models of galaxy formation, and these results also support the recent "downsizing" picture of galaxy formation in which the least massive objects are the last to form.Comment: accepted for publication in ApJ; 23 pages, 5 figure

Complete Structural Model of Escherichia coli RNA Polymerase from a Hybrid Approach

A combination of structural approaches yields a complete atomic model of the highly biochemically characterized Escherichia coli RNA polymerase, enabling fuller exploitation of E. coli as a model for understanding transcription

The Wide-field Spectroscopic Telescope (WST) Science White Paper

The Wide-field Spectroscopic Telescope (WST) is proposed as a new facility dedicated to the efficient delivery of spectroscopic surveys. This white paper summarises the initial concept as well as the corresponding science cases. WST will feature simultaneous operation of a large field-of-view (3 sq. degree), a high multiplex (20,000) multi-object spectrograph (MOS) and a giant 3x3 sq. arcmin integral field spectrograph (IFS). In scientific capability these requirements place WST far ahead of existing and planned facilities. Given the current investment in deep imaging surveys and noting the diagnostic power of spectroscopy, WST will fill a crucial gap in astronomical capability and work synergistically with future ground and space-based facilities. This white paper shows that WST can address outstanding scientific questions in the areas of cosmology; galaxy assembly, evolution, and enrichment, including our own Milky Way; origin of stars and planets; time domain and multi-messenger astrophysics. WST's uniquely rich dataset will deliver unforeseen discoveries in many of these areas. The WST Science Team (already including more than 500 scientists worldwide) is open to the all astronomical community. To register in the WST Science Team please visit https://www.wstelescope.com/for-scientists/participat

How Advertising Affects Consumers

Advertising, as currently practiced, ignores all that has been learned by cognitive psychologists in the past 30 or 40 years. Consumers process all incoming information, including advertising, in a very complex yet instantaneous manner. Advertising is not a stimulus in the outmoded behavioral psychology stimulus response model of human information processing. Advertising, if it is attended to at all, is nothing more than a net addition to everything the consumer has previously learned and retained about the brand. The challenge for advertising is to find ways and means to bypass or upset business as usual in the consumer's brain and to build an enduring perceptual representation of the brand as one that is acceptable and desirable.

Brand Policy and Brand Equity

A brand represents the awareness and the image that a product has managed with a segment of customers. In business terms, a brand can be defined as a specific relationship created within a given market for the promotion of a particular product. The specific existing relationship between a brand and a given market indicates the functional and symbolic values that demand attributes to the product through the brand. Brand equity expresses brand value in operating conditions. Brand equity shapes the value, at a certain time, of brand identity (awareness and image) that has been established with a specific demand