浅探品牌传播中的广告创意策略

广告已经成为品牌竞争的主要形式和经济社会发展的重要引擎,广告效果的产生是一个连续性和积累性的过程,这个过程与消赞者的购买心理和行为保持一致。怎样抓住品牌传播的阶段性特征,在品牌推广的不同时期推出适当的广告创意策略是品牌研究的重要研究课题。     

创意图形在广告设计中的应用

本论文在图形设计理论平台的基础上,提出创意图形的表达,并从广告设计这一角度对创意图形进行了更为深入的研究。全文首先从创意图形在广告设计中的必要性出发,结合相应的设计案例对其特点与设计运用的方法做出具体的阐述与总结,进而通过对创意图形在广告中的应用分析进行探讨,使本论文具有了丰富深化创意图形在广告设计中应用的作用。     

Fuzzy rule-based analysis of firm’s technology transfer in Taiwan’s machinery industry

In the face of speedy revolution of high technology, the advanced technology becomes one of the key drivers to enhance productivity in a firm or even in a country. In order to compete in the global environment, the ability and effectiveness of acquiring new technology are essential for firms, especially for the traditional machinery industry. In Taiwan, the societal structure is built on the foundation of Small-Medium Enterprises (SMEs). Thus most new technologies need and depend on the technology transfer (TT) from international firms and research institutes. Due to the complicity of influential factors of TT, such as industrial feature (IF), organizational feature (OF), personnel feature (PF) and technological feature (TF), difficulties are encountered in evaluating the effectiveness of TT. This study develops a rule-based decision support mechanism using fuzzy set theory and the method of Analytic Hierarchy Process (AHP) to evaluate the effectiveness of TT. Also, a statistic analysis (Statistics Package for Social Science, SPSS) is adopted to confirm the results of fuzzy AHP analysis. This study finds that prior successful TT experience, workers’ positive attitude, proper authorization, and more codification exist in a novel technology are highly influential. Those factors are important in concern when a firm launching TT. Furthermore, firms’ age and personnel educational background are regardless.     

An N-player prisoner’s dilemma in a robotic ecosystem

The iterated prisoner’s dilemma (iPD) in its standard form is a very well-known popular basis for research on cooperation. Here, a significant generalization of the iPD is presented in the form of an N-player game, instead of only two players, with continuous degrees of cooperation, instead of binary cooperation or defection. This continuous N-player PD (CN-PD) is motivated and explained by an actual experimental set-up in the form of an artificial ecosystem including mobile robots. Furthermore, the novel strategy of the so-called Justified-Snobism (JS) is introduced, which tries to cooperate slightly more than the average of the group of players. Results from sets of experiments with N=20 are presented that indicate that JS is indeed a successful strategy in the CN-PD.     

An adaptive neuro-fuzzy model for prediction of student’s academic performance

This paper introduces a systematic approach for the design of a fuzzy inference system based on a class of neural networks to assess the students’ academic performance. Fuzzy systems have reached a recognized success in several applications to solve diverse class of problems. Currently, there is an increasing trend to expand them with learning and adaptation capabilities through combinations with other techniques. Fuzzy systems-neural networks and fuzzy systems-genetic algorithms are the most successful applications of soft computing techniques with hybrid characteristics and learning capabilities. The developed method uses a fuzzy system augmented by neural networks to enhance some of its characteristics like flexibility, speed, and adaptability, which is called the adaptive neuro-fuzzy inference system (ANFIS). New trends in soft computing techniques, their applications, model development of fuzzy systems, integration, hybridization and adaptation are also introduced. The parameters set to facilitate the hybrid learning rules for the constitution of the Sugeno-type ANFIS architecture is then elaborated. The method can produce crisp numerical outcomes to predict the student’s academic performance (SAP). It also provides an alternative solution to deal with imprecise data. The results of the ANFIS model are as robust as those of the statistical methods, yet they encourage a more natural way to interpret the student’s outcomes.     

Limits of PowerPoint’s Power: Enhancing students’ self-efficacy and attitudes but not their behavior

The effects of accompanying lectures with computer-mediated PowerPoint presentations or PowerPoint generated overheads on students’ self-efficacy, attitudes, course performance, and class-related behaviors were examined. Two Introduction to Developmental Psychology sections were initially taught with lectures accompanied by either overheads or computer-mediated presentations. The teaching format was switched halfway through the semester. Students reported higher self-efficacy and more positive attitudes toward the class with computer-mediated presentations. They also claimed that the website was more interesting and useful under these teaching conditions, indicating a halo effect of the computer-mediated presentations. However, the teaching format did not appear to affect course-related behavior, such as performance on exams, class attendance, participation in class discussions, or course website usage.     

PD+I~(s)控制策略的实现与应用实践

本文介绍PD＋I（s)控制策略的实现与应用，并提出积分分离点的确定原则以及PD＋I（s）控制在实际应用时需要注意的几个问题。     

An extension of LaSalle’s Invariance Principle for a class of switched linear systems

In this paper LaSalle’s Invariance Principle for switched linear systems is studied. Unlike most existing results in which each switching mode in the system needs to be asymptotically stable, in this paper the switching modes are allowed to be only Lyapunov stable. Under certain ergodicity assumptions, an extension of LaSalle’s Invariance Principle for global asymptotic stability of switched linear systems is proposed provided that the kernels of derivatives of a common quadratic Lyapunov function with respect to the switching modes are disjoint (except the origin).     

A Strategy of ‘Circumvention’: American Policy Towards the Yugoslav Crisis

US decisions in the Yugoslav conflict have reflected a strategy of ‘circumvention’, calling on allies and international organizations to manage the crisis. The strategy itself emanated from a calculated form of procrastination, which rested on two pillars: first (in a passive sense), the rejection of any unilateral commitment to political and military solutions in the former Yugoslavia; secondly (in an active sense), the recognition that any spill-over from the conflict is equally unacceptable. Spill-overs are defined geographically and according to the intensity of military clashes; the latter are themselves defined by the pressures of public opinion, the media, allies or international organizations calling for a more pro-active, multilateral policy.     

‘Reliability’ Reconsidered: A Critique of the HRO‐NAT Debate

The concept of reliability is beginning to take on new meaning as Information Technology becomes pervasive in both the private and public sectors. This topic deserves further attention as new mobile Internet systems proliferate. This research note is concerned with developing a more operational understanding of the concept of ‘reliability’. The HRO‐NAT Debate is raising many related issues in this regard. However, the article goes further and seeks to provide a multi‐level contingent schema for this purpose.     

The Design of a Message Switching System: An Application and Evaluation of Modula

Modula is a new programming language for implementing dedicated, parallel systems. Following a systematic design technique, this paper illustrates the use of Modula for the design of a message switching communication system. A message switching system poses a number of interesting. problems: a high degree of concurrent activity exists, a variety of I/O devices need to be controlled, messages can have multiple destinations, and messages can be preempted. The strengths and weaknesses of Modula with respect to these specific problems and its utility as a general purpose language are evaluated.     

The Long‐Term Effects of E‐Advertising: The Influence of Internet Pop‐ups Viewed at a Low Level of Attention in Implicit Memory

Faced with an abundance of advertising messages, Internet users allocate only minimal cognitive resources to advertising. What are the effects of pop‐up ads for a new brand viewed at low‐level attention, and then measured when the Internet users have forgotten having seen them? In the theoretical context of processing fluency and implicit memory, the experiment (n = 398) studied the effects of repeated brief exposure to different types of content (words/image) in pop‐up ads 7 days and 3 months after exposure. The results show the overall positive effects of the pop‐ups, the superiority of the image over words for effects on attitude toward the brand and the purchase intentions; but the words produce more semantic effects than the image.     

Creative Hot Spots: A Network Analysis of German Michelin‐Starred Chefs

The Michelin Guide is a well‐respected source of information for the culinary consumer, and the stars awarded to the chefs by Michelin are powerful signs of culinary achievements. This study focuses on the career paths of Michelin‐starred chefs in Germany and aims at identifying the creative hot spots of the culinary domain. Through analysing the career trajectories of 262 chefs by means of social network analysis, it was found that the culinary network comprises a dense core, although some prolific chefs can be found at the periphery or even as isolates. Individual significance for the network – expressed as centrality – was found to be independent of the actor's star rating. Ties between chefs with different star ratings occur more often than between chefs with similar star ratings. The findings suggest that fewer ties are more beneficial for individual creative productivity and that knowledge transfers are more likely to happen between chefs with different levels of experience, skills and creative ability. Although creativity is still a personalized process, the acceptance and adaptation of the creative output is a social phenomenon, hence, this study underlined the suitability of social network analysis as a methodology for future studies of creative processes.     

Visualizing Co‐occurrence of Events in Populations of Viral Genome Sequences

Virologists are not only interested in point mutations in a genome, but also in relationships between mutations. In this work, we present a design study to support the discovery of correlated mutation events (called co‐occurrences) in populations of viral genomes. The key challenge is to identify potentially interesting pairs of events within the vast space of event combinations. In our work, we identify analyst requirements and develop a prototype through a participatory process. The key ideas of our approach are to use interest metrics to create dynamic filtering that guides the viewer to interesting and relevant correlations of genome mutations, and to provide visual encodings designed to fit scientists' mental map of the data, along with dynamic filtering techniques. We demonstrate the strength of our approach in virology‐situated case studies, and offer suggestions for extending our strategy to other sequence‐based domains.     

Controlled experiment replication in evaluation of e-learning system’s educational influence

We believe that every effectiveness evaluation should be replicated at least in order to verify the original results and to indicate evaluated e-learning system’s advantages or disadvantages. This paper presents the methodology for conducting controlled experiment replication, as well as, results of a controlled experiment and an internal replication that investigated the effectiveness of intelligent authoring shell eXtended Tutor–Expert System (xTEx-Sys). The initial and the replicated experiment were based on our approach that combines classical two-group experimental design and with factoral design. A trait that distinguishes this approach from others is the existence of arbitrary number of checkpoint-tests to determine the effectiveness in intermediate states. We call it a pre-and-post test control group experimental design with checkpoint-tests. The gained results revealed small or even negative effect sizes, which could be explained by the fact that the xTEx-Sys’s domain knowledge presentation is rather novel for students and therefore difficult to grasp and apply in earlier phases of the experiment. In order to develop and improve the xTEx-Sys, further experiments must be conducted.     

Communication and Context: Collective Tacit Knowledge and Practice in Japan’s Workplace ba

In contrast to Schumpeter’s “perennial gale of creative destruction” (Schumpeter 1976: 84), government–coordinated economic development in post–1945 Japan has owed more to informal (but binding) “rules of the game” (North 1990) that situate working, learning and innovation within the spaces delineated by tightly bounded company–as–family workplace organisations or ‘ba’ (which roughly means ‘place’ or ‘interaction field’). Horizontal keiretsu groupings, together with fixed trading–patterns in supply and distribution chains, continue to support an interlocking ‘steady state’ economic structure in which new technologies tend to emerge from existing organisations. Shared experience within workplace ba generates tacit knowledge that is held in common by colleagues and retained as a potent tool for shaping future practice. It plays a vital role in facilitating ‘friction free’ communication amongst insiders, who can act as a group to ostracise and retaliate against agents who break their code. Long–term obligations link salaried male employees to their workplace ba. Consequently, autonomous boundary–spanning communities of practice, together with industry–university collaboration and other transient associations with outsiders, lack legitimacy. Cook and Brown’s (1999) pluralist epistemology is used to compare Western interpretations of Mode 1 and Mode 2 knowledge (Gibbons et al 1994) with the privileged role that Japan’s workplace ba accord to insider collective–tacit knowledge, which we tentatively call ‘Mode 3’ knowledge.     

Primary school children’s safe and unsafe use of the Internet at home and at school: An exploratory study

In this study, 1700 primary school pupils (4th, 5th, and 6th grade) of 78 schools in Flanders and their headmasters were questioned about their use of the Internet and their perception and behaviour as to safe Internet use.The results indicate that, next to the expected high level of Internet use at home, there is clear evidence of unsafe Internet use. Exploration of the data reveals that, of the currently taken specific interventions to promote safe Internet use and (un)safe Internet behaviour, only parent control seems to be significantly related to lower degrees of unsafe behaviour. No school-based interventions seem to be associated with the level of unsafe Internet use. The nature of current school-based interventions is discussed and considered to be less effective to expect an impact at the behavioural level. Next to implications for future research, recommendations to reorient school policies and action lines are presented.