情感诉求对交通安全广告效果的影响

为检验交通公益广告中情感诉求变化对广告效果的影响,采用试验法操作广告情感诉求类型,使用眼动技术和Go/no-go联想测验(GNAT),通过比较不同效价和唤醒度的情感诉求广告对受众的注意力和内隐态度的影响,评估交通安全广告情感诉求类型的说服效果。研究发现:被试对低唤醒广告文字区的眼动注视时间和注视点个数显著长于/多于对高唤醒广告文字区的注视时间和注视点个数;被试观看高唤醒消极的广告后,正确驾驶行为的积极态度显著下降,而低唤醒消极/高唤醒积极/低唤醒积极的公益广告对于被试的内隐态度的改变没有显著差异。结果表明,高唤醒度积极广告能够提升受众的注意力,而高唤醒度消极广告则会损害受众对正确驾驶行为的内隐态度。     

Exploring Chemical Variables in Ligustrum lucidum Ait. F. Tricolor (Rehd.) Rehd. in Relation to Air Pollutants and Environmental Conditions

Ligustrum lucidum Ait. f. tricolor (Rehd.) Rehd. in relation to atmospheric pollutants in Córdoba city, Argentina. The study area receives regional pollutants and was categorized taking into account traffic level, industrial density, type of industry, location of the sample point in relation to the street corner, treeless condition, and topographic level. Dried weight/fresh weight ratio (DW/FW) and specific leaf area (SLA) were calculated, and concentrations of chlorophylls, carotenoids, total sulfur, soluble proteins, malondialdehyde (MDA), and hydroperoxy conjugated dienes (HPCD) were determined in leaf samples. Sulfur content correlates positively with traffic density and SLA correlates negatively with some combinations of the categorical variables; MDA correlates positively with topographic level and total protein concentration correlates negatively with treeless condition. On the basis of our results, traffic, location of trees, type of industry, situation of a tree with respect to others, and topographic level are the environmental variables to bear in mind when selecting analogous sampling points in a passive monitoring program. An approximation to predict tree injury may be obtained by measuring DW/FW ratio, proteins, pigments, HPCD, and MDA as they are responsible for the major variability of data.     

Stromspannungsverhalten von Wasserstoff-Folienanoden bei Diffusionsbegrenzung

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