Consumer responses to creative advertising:a literature review

Purpose This chapter provides an overview of the state of knowledge about creative media advertising; choosing a novel medium that implicitly communicates the message. It explains what creative media advertising is and how it differs from other unconventional marketing communication formats. It addresses the theoretical mechanisms that explain how creative media affects consumers. Its final purpose is to review all the empirical findings about creative media advertising effects. Methodology/approach This chapter presents a systematic literature review of all the empirical research about creative media advertising that explicitly compares its effectiveness with traditional media advertising. The 11 reviewed articles with 16 experiments appeared between 2005 and 2015. Findings Overall creative media advertising generated positive evaluative outcomes (e.g., brand attitude) and behavior (e.g., word of mouth and sales). These effects were often mediated by a feeling of surprise and an increase in positive thoughts. It remains unclear whether creative media are perceived as persuasion attempts. Mixed findings exist for cognitive outcomes. Creative media advertising seems beneficial for creating strong brand associations, but brand memory might suffer from the technique if solving the link between the medium and the message takes away mental resources for the brand elements in the advertisement. Originality/value By reviewing all the literature about creative media advertising, the authors make recommendations for future research and for using creative media in practice. They emphasize potential boundary conditions and ideal circumstances of using creative media advertising

Visualizing China’s Belt and Road Initiative on RT (Russia Today): from infrastructural project to human development

This paper comprises original research on China’s use of bilateral media cooperation to mediate its Belt and Road Initiative (BRI). Building upon the literature on strategic narratives, aesthetic power and the Silk Road as a foreign policy concept, we present a detailed case study of the visual imagery of the “Silk Road” documentary collaboration between China’s and Russia’s state-owned international broadcasters, China Radio International and RT (formerly Russia Today). We employ a visual methodology to interrogate the formation and projection of multimodal (visual, textual and oral) narratives about China’s infrastructural activities along this metaphorical new “Silk Road”. We examine how the Silk Road series gives sense to China’s BRI, the relative weighting of Chinese and Russian strategic narratives about the BRI, and how power is distributed in this Chinese-Russian media partnership. Our analysis reveals that in re-packaging visual imagery that applies nostalgia to the history of core places and technologizes their future, the series projects a pre-curated Chinese visual narrative that emplots the BRI as human and cultural development. Russian regional strategic narratives are marginalized. China is applying its aesthetic power to Russian journalists and politicians; RT obtains some commercial benefits, but the Russian state’s aesthetic power is ceded to China

Comparative Genomics of Peroxisome Biogenesis Proteins:Making Sense of the PEX Proteins

PEX genes encode proteins involved in peroxisome biogenesis and proliferation. Using a comparative genomics approach, we clarify the evolutionary relationships between the 37 known PEX proteins in a representative set of eukaryotes, including all common model organisms, pathogenic unicellular eukaryotes and human. A large number of previously unknown PEX orthologs were identified. We analyzed all PEX proteins, their conservation and domain architecture and defined the core set of PEX proteins that is required to make a peroxisome. The molecular processes in peroxisome biogenesis in different organisms were put into context, showing that peroxisomes are not static organelles in eukaryotic evolution. Organisms that lack peroxisomes still contain a few PEX proteins, which probably play a role in alternative processes. Finally, the relationships between PEX proteins of two large families, the Pex11 and Pex23 families, were analyzed, thereby contributing to the understanding of their complicated and sometimes incorrect nomenclature. We provide an exhaustive overview of this important eukaryotic organelle

CART - a chemical annotation retrieval toolkit

MOTIVATION: Data on bioactivities of drug-like chemicals is rapidly accumulating in public repositories, creating new opportunities for research in computational systems pharmacology. However, integrative analysis of these data sets is difficult due to prevailing ambiguity between chemical names and identifiers and a lack of cross-references between databases. RESULTS: To address this challenge, we have developed CART, a Chemical Annotation Retrieval Toolkit. As a key functionality, it matches an input list of chemical names into a comprehensive reference space to assign unambiguous chemical identifiers. In this unified space, bioactivity annotations can be easily retrieved from databases covering a wide variety of chemical effects on biological systems. Subsequently, CART can determine annotations enriched in the input set of chemicals and display these in tabular format and interactive network visualizations, thereby facilitating integrative analysis of chemical bioactivity data

Spectroscopic characterization of reaction centers of the (M)Y210W mutant of the photosynthetic bacterium Rhodobacter sphaeroides

The tyrosine-(M)210 of the reaction center of Rhodobacter sphaeroides 2.4.1 has been changed to a tryptophan using site-directed mutagenesis. The reaction center of this mutant has been characterized by low-temperature absorption and fluorescence spectroscopy, time-resolved sub-picosecond spectroscopy, and magnetic resonance spectroscopy. The charge separation process showed bi-exponential kinetics at room temperature, with a main time constant of 36 ps and an additional fast time constant of 5.1 ps. Temperature dependent fluorescence measurements predict that the lifetime of P* becomes 4–5 times slower at cryogenic temperatures. From EPR and absorbance-detected magnetic resonance (ADMR, LD-ADMR) we conclude that the dimeric structure of P is not significantly changed upon mutation. In contrast, the interaction of the accessory bacteriochlorophyll BA with its environment appears to be altered, possibly because of a change in its position

A 3D radiative transfer framework: I. non-local operator splitting and continuum scattering problems

We describe a highly flexible framework to solve 3D radiation transfer problems in scattering dominated environments based on a long characteristics piece-wise parabolic formal solution and an operator splitting method. We find that the linear systems are efficiently solved with iterative solvers such as Gauss-Seidel and Jordan techniques. We use a sphere-in-a-box test model to compare the 3D results to 1D solutions in order to assess the accuracy of the method. We have implemented the method for static media, however, it can be used to solve problems in the Eulerian-frame for media with low velocity fields.Comment: A&A, in press. 14 pages, 19 figures. Full resolution figures available at ftp://phoenix.hs.uni-hamburg.de/preprints/3DRT_paper1.pdf HTML version (low res figures) at http://hobbes.hs.uni-hamburg.de/~yeti/PAPERS/3drt_paper1/index.htm