Specificity of advertisement genres in printed mass media

Advertisement is an inseparable part of everyday life. It influences thinking, priorities, values. The article discusses genre types of ads in Mass Media. Genre of advertisement is characterized by competition which causes appearance of new forms of advertising texts. These forms should be examined.Реклама стала неотъемлемой частью повседневной жизни. Она влияет на мышление, приоритеты, формирует ценностные установки. В статье исследуются жанровые разновидности рекламы в СМИ. Жанры рекламы сохраняют особенности жанров-источников, но трансформируют их в зависимости от цели рекламы. Жанр рекламы характеризуется конкуренцией, приводящей к появлению новых форм рекламных текстов, которые требуют дальнейшего исследования

Wavelet Methods in Steganography

This paper is devoted to graphic information protection by means of computer steganography using wavelet techniques. The methods of the image processing using digital watermarking are classified. Some research of the structure of the digital image is investigated. In the first solution the steganographic system, which usesa discrete wavelet transform for embedding of grayscale watermark into wavelet coefficients of grayscale container is mоdeled and realized. Stego image is achieved by the inverse discrete wavelet transform. Binarization using halftoning algorithm is considered as a kind of powerful attack to stego image. After binarization attack the extracted watermark was found to have acceptable visual quality. The degradation ofthe embedded digital watermark after binarization is estimated using human visual system. Corresponding conclusions on steganographic system stability are drawn. In the second solution we propose the steganographic scheme which uses the proposed wavelet basis images

Topical use of consulting services in the issue of increasing information literacy employees

This article raises the question of what in modern conditions of development of technology, lack of personal knowledge and skills for enterprises is the starting point for access to consultants. The urgency of the use of consulting services. It is proved that consulting services are justifiable method of solving the existing problems of the enterpriseВ данной статье поднимается вопрос о том, что в современных условиях развития технологий, нехватка собственных и навыков для предприятий является отправной точкой для обращения к консультантам. Показана актуальность использования консалтинговых услуг. Доказано, что консалтинговые услуги являются оправданным методом решения существующих проблем предприяти

X-ray film chamber with carbon target of Tien-Shan complex array

X-ray films were exposed inside the ionization calorimeter under 74g/sq cm of carbon and 5 cm of lead. The X-ray film chamber area is 35 sq. m. Moving X-ray films were used, 50% of the events, which succeeded to determine incidence time, were identified with corresponding extensive air showers (EAS). For such events the size spectrum of associated EAS was derived. Two methods of energy measurement using X-ray films and ionization calorimeter were compared. The energy transfer from selected hadron to electromagnetic component is illustrated. It is found that in cascades with high energy release into electromagnetic components the hadron component is practically absent

Project approach to the development of rural tourism

The authors of the article provide an overview of scientific approaches to the definition of the essence and role of event and gastronomic tourism against the backdrop of the rural tourism promotion currently carried out. The interrelation between all the aforementioned types of tourism and the expediency of their joint development are substantiated. The necessity of holding events in order to smooth out the seasonality of rural tourism and attract tourists interested not only in standard services of rural guest houses but also in entertainment events is proved. Special emphasis is placed on the application of the project approach to the process of creating events. A description of the festivals held in the Vologda region is provided. The main problems of the implementation of project management at the municipal level are identified. The possibility of holding gastronomic festivals within the clusters operating in the region is considered. The example of the «SyrFest» gastronomic festival is used to demonstrate a possible project structure designed for such event

Pharmacological activity of new imidazole-4,5-dicarboxylic acid derivatives in dopaminergic transmission suppression ttests in mice and rats

To study the antiparkinsonian activity of new 1,2-substituted imidazole-4,5-dicarboxylic acids in dopaminergic transmission suppression tests in mice and rat

Cryptic Diversity in Paramecium multimicronucleatum Revealed with a Polyphasic Approach

Paramecium (Ciliophora) systematics is well studied, and about twenty morphological species have been described. The morphological species may include several genetic species. How-ever, molecular phylogenetic analyses revealed that the species diversity within Paramecium could be even higher and has raised a problem of cryptic species whose statuses remain uncertain. In the present study, we provide the morphological and molecular characterization of two novel Paramecium species. While Paramecium lynni n. sp., although morphologically similar to P. multimicronucleatum, is phylogenetically well separated from all other Paramecium species, Paramecium fokini n. sp. appears to be a cryptic sister species to P. multimicronucleatum. The latter two species can be distinguished only by molecular methods. The number and structure of micronuclei, traditionally utilized to discriminate species in Paramecium, vary not only between but also within each of the three studied species and, thus, cannot be considered a reliable feature for species identification. The geographic distribution of the P. multimicronucleatum and P. fokini n. sp. strains do not show defined patterns, still leaving space for a role of the geographic factor in initial speciation in Paramecium. Future findings of new Paramecium species can be predicted from the molecular data, while morphological characteristics appear to be unstable and overlapping at least in some species