Ad Element Liking and Its Relationship to Overall Ad Liking

Abstract

This study explored differences in affective response content across three cultures and the role of these responses in predicting overall advertising liking. Based on a field survey, subjects from England, Norway and Spain evaluated cosmetic ads on a series of liking scales. Ad content was coded into elements reflecting product- or ad-related affect based on existing theory on ad evaluation criteria and on the theory of central and peripheral routes to persuasion. This study revealed that it might be difficult to achieve sameness in likeability even for international brands and beauty types. However, quite consistently across cultures, the findings suggest that the same affective processes along a peripheral route influence overall liking across cultures. Implications are drawn for future practice and research.     

固脚围堰在深水坡岩条件下桩基施工中的应用

古田溪特大桥位于福建省古田县和闽清县交界处,其中7#主墩位于古田溪库区中央,施工水深约43米,河床为弱风化砂岩,无覆盖层而且极不平整,承台范围内地形高差达到5m-7m,造成钻孔平台钢管桩、钢护筒无法插打入岩稳固。此外,因受桥址下游水口电站船闸影响,大型浮吊等施工设备无法进入施工区,施工设备选择严重受限。经过方案比选,决定采用浮龙门下放固脚围堰的方式进行施工。根据已测得的河床标高数据分片加工高低刃脚钢围堰,在浮龙门上拼组成整体并下沉至河床,利用浮龙门和浮吊下放钢护筒,然后浇筑水下封底混凝土,再利用浮吊以稳固好的钢护筒为承力基础,搭设钻孔平台进行承台桩基施工。     

Comment on Articles by Green,Loescher, and d’Arge and Wilen

Despite unprecedented lender-of-last-resort efforts by the Federal Reserve and the Treasury Department, the U.S. economy continues to be plagued by high levels of unemployment and foreclosures. Although several proposals to address these problems have been developed, their reactive nature limits their potential effectiveness. This paper describes how combining an employer-of-last-resort program with Treasury-financed mortgage mitigation initiatives could enhance economic stabilization.     

Gender and management on Spanish SMEs: an empirical analysis

Few studies have investigated the presence of women on the boards of directors of companies. Those that have been done have focused on large firms. In this study we analyzed the gender diversity of a sample of Spanish small and medium enterprises. These firms are of great importance in terms of their number, the employment they provide, and their sales. Furthermore, there is an open debate in Spain about gender equality after the passing of several laws against gender discrimination. We found that women's presence on boards generates a negative impact on firm performance and this result may be due to less risky strategies implemented by women directors. This finding is interesting because it sheds light on how women can affect the functioning of a board. We also found that family firms and firms with a financial institution as the main shareholder tend to have more women on the board. Finally, we show that firms with less debt, more assets, and larger boards have more women as directors.     

元杂剧中青楼女子形象管窥

元杂剧多方位、多角度、多层次地展示了青楼女子的风貌。本文着重论述了元杂剧中青楼女子形象的差异性,并从社会历史和元代文人爱情理想方面寻找差异性的原因。     

Margaret G. Reid: Life and achievements

Feminist critics of mainstream economics, and of the neoclassical paradigm in particular, have focused primarily on exposing and questioning the gender biases and androcentric claims to neutrality, objectivity and rationality of the most male-dominated discipline among the social sciences. The scientific method and mathematical sophistry so cherished in the discipline have also come under severe attack from several quarters. However, despite the intellectual ferment and some practical gains for women that these criticisms have engendered, even today the substantial contributions several women scholars have made to the field of economics are not well known or fully acknowledged. This paper traces and highlights Margaret Reid's contributions to the development of some core theories in economics. While several of her male colleagues whose work she had inspired or contributed to have been awarded the Nobel Prize, the discipline of economics still owes a huge debt to Reid and to several other women economists.     

育龄妇女职场性权益保护的研讨

当前,职场性骚扰问题已经受到各界的普遍关注,保护职场育龄妇女性权益势在必行。本文从理论与法律上对性骚扰进行了分析,最后提出了育龄妇女在职场面对性骚扰时应采取的对策与证据。     

Perspectives on Leisure of LDS Women Who Are Stay-at-Home Mothers

The purpose of this study was to explore the meanings of leisure for women who belonged to the Church of Jesus Christ of Latter-day Saints, lived in Utah, and were stay-at-home mothers. Particular attention was given to the religious, cultural, and role-determined forces that shaped their lives and leisure. A phenomenological approach was used. Thirteen women were identified through a criteria-based snowball sampling technique. Emerging theory indicated that cultural beliefs and values can contribute to feelings of entitlement to leisure because of the support for leisure and life roles given by one's faith, family, and community.     

论徽商身后的女性命运

明清两朝徽商经营的成功,得到世人的首肯和赞赏。在徽商的兴起和发展过程中,徽州妇女发挥了重要的催化和推进作用,同时也为徽商的成功付出了巨大的代价。本文试从徽商妇的婚姻家庭重担以及思想禁锢等几个方面探讨徽商身后妇女的生存状态。