The essence of advertising lies very often in unusual and surprising juxtapositions of apparently incongruous elements, which nevertheless successfully combine in producing a coherent and understandable message. A vital role is performed by a skillfully engineered context, which allows for simultaneous activation of certain otherwise inconspicuous senses and the construction of novel and attractive connections. Such theoretical proposals as Lemke’s traversals (2001; 2005), Fauconnier and Turner’s Conceptual Blending Theory (1998; 2002) and Kecskes’s Dynamic Model of Meaning (2008) seem to describe many vital aspects of the phenomenon in question. It is in advertising that we often come across the linking of elements by transgressing naturally existing borders between domains which are unrelated, and we are invited to map onto one another different mental spaces on the basis of their salient analogy or identity, and indulge in creative riddle-like exploration of contextual elements in order to reconstruct the intended message. These techniques’ true power lies in their ability to blur the distinction between ‘the real’ and ‘the imagined’ to such an extent that certain irrational but attractive connections, implanted in the minds of the audience, contribute to subsequent decisions in the real world. The present study attempts to uncover the ways in which certain unrelated elements are skillfully brought together in a context which allows for such a juxtaposition in selected Polish TV advertisements for various medicine and health-related products. The method employed is an in-depth content analysis of the material, followed by an attempt to integrate the identified mechanisms with the models of meaning-making mentioned above. The results will hopefully help in better understanding of the ways in which particular components of the context may interact with the message expressed verbally or pictorially in the construction of multilevel meanings in advertising communication.
This article discusses the research of the linguistic landscape in the first decade of the 21. century. The author concentrates on research of written texts in the public space. He pays attention to the complexity of the discussed problems. This complexity results from the processes of globalization and migration that contribute to create social structures with great variety of languages used and with a heterogeneous ethnic composition. These dynamic social and national groups will be an interesting object of research also in the next years. This claim refers as well to the German speaking countries where speakers of many mother tongues live.
Tomato is an economically important vegetable crop which is attacked heavily by insect pests leading to reduction of yield and quality of the fruits. Field experiments were carried out to investigate the dissipation of methomyl (a common insecticide) used mainly on tomato fruits. LC-MS/MS coupled with the QuEChERS method were used for the determination of methomyl. The results showed that the recovery using matrix-matched standards ranged from 87.8 to 101.3%, with relative standard deviation of 2.5 to 7.5%. Kinetics equation, Log R = log R0 – 0.434 Kt, was used to calculate the rate of degradation in tomato, soil and water. Residue half-life calculated using kinetic rate ranged from 1.95 to 1.63 days in tomato and soil, respectively. From the results it was concluded that tomato fruits can be safely harvested for consumption after 15 days of application based on estimated preharvest interval (PHI). It is advisable to re-estimate the PHI regularly owing to data from the EU and Codex.
The shipment of cut flowers from Colombia and Ecuador to the United States, the biggest importer of this product in the world, has doubled in the last 20 years. One of the main constraints in cut roses production is the gray mold disease caused by the fungus Botrytis cinerea, which can destroy the flowers, in the crop, during storage and/or shipping. Since the resistance of the fungus to conventional fungicides has been increasing, as well as the health effects in rose growers, alternative approaches for controlling the disease are needed. The effect of UV-C light on the gray mold development in cut roses was studied. Irradiation with 2,160; 1,080 and 540 J ⋅ m–2 UV-C, every 24 h for 5 days in a humid chamber, did not harm the roses. Instead, as seen by image analysis, a highly significant reduction of the area of the lesions by the disease and of the fungus germination was obtained at 1,080 J ⋅ m–2. The addition of a 4-h dark period to the irradiation did not improve the effect of UV-C on the disease. The results of this work potentiate the use of UV-C light in the agro-industry as a low-cost and non-invasive alternative method to control diseases. They also reflect the application of optical approaches as image analysis in the evaluation of important agricultural features.
VTT Technical Research Centre of Finland Ltd. has developed and utilized Low Temperature Co-fired Ceramic (LTCC) technology for about 25 years. This paper presents our activities related to photonics and millimetre-waves, including also a relevant literature survey. First a short summary of the technology is given. Especially, the unique features of LTCC technology are described in more details. In addition, several examples have been given to show the validity of LTCC technology in these high-performance fields.
The hierarchical structure of InSe<β-CD<FeSO4>> composition with 4-fold grade expansion was synthesized with the intercalation-deintercalation technique. Electrical properties of the structure obtained were examined using impedance and thermostimulated current spectroscopy methods. Influence of temperature, static magnetic field and illumination on electrical properties of the synthesized compound was investigated. Changes in the impurity spectrum of the expanded hierarchical structure were analyzed and extraordinary magneto- and photoimpedance behavior of InSe<β-CD<FeSO4>> at room temperature was explained.
This paper presents a comparative study on the anatomy of the Antarctic hairgrass (Deschampsia antarctica É. Desv.) from natural populations of two distant maritime Antarctic regions: the Argentine Islands (Antarctic Peninsula region) and the Point Thomas oasis (King George Island, South Shetland Islands). Comparison of D. antarctica plants from natural populations of Argentine Islands region and plants originated from seeds of these populations cultivated in vitro also was made. Additionally anatomical features of Deschampsia antarctica were compared with ones for D. caespitosa. The results of our study do not provide enough evidence to assert more pronounced xerophytic anatomical features in D. antarctica plants from more harsh conditions of Argentine Islands region. Such features (both qualitative and quantitative) of D. antarctica mainly depend on local conditions, and not on the latitudinal or climatic gradient. In both regions it is possible to find individuals that represent different ecotypes which are adopted to open arid or more humid habitats. It has been shown that Antarctic hairgrass plants germinated from seeds and cultivated in vitro retain the qualitative anatomy features that are typical to plants from the initial natural populations. This is especially noticeable in the case of plants from Berthelot Island (BE1 study plots), which might indicate a genetic fixation and a manifested differentiation similar to DNA haplotypes or chromosomal forms. However, quantitative characteristics, in particular the epidermis parameters, are subject to changes due to the transfer to more favourable conditions. Also qualitative and quantitative difference of D. antarctica in contrast with D. caespitosa have been described. These differences could be useful for identifying these two species. Additionally the quantitative differences (such as the area of the epidermal cells and the number and size of stomata on the adaxial surface) of Alaskan D. caespitosa grown from seeds were detected in contrast to the naturally grown plants of the same species from Ushuaia.
A sea floor investigation was performed in the fiord of Hornsund by means of the seismoacoustic profiling, echosounding and core sampling. The main seismoacoustic sea floor units were recognized (the methods used according to Kowalewski et al. 1987a) and characterized on the basis of their relations to geomorphology and geological evolution. The bathymetrical sketch and the resulting geomorphological description of the bottom were prepared. The surface of the sea bottom and the surface of the bedrock displayed an irregular high relief with large sills dividing the fiord sea floor into several basins. Four main types of the sills were distinguished: burried sills, accumulative sills, rock sills and rock-accumulative sills. Within the internal Basins I and II there were thick (up to 170 m) covers of the glaciomarine ice-front deposit with changing thin ( 1 -5 m) blanket of the glaciomarine muds at the bottom surface. The Basin III had a cover of the glacial and glaciomarine deposits of variable lithology, genesis and age. The most external Basin IV had a cover o f glaciomarine muds up to 4 0 - 5 0 m thick, deposited on the tills. Four main glacial episodes were recognized, most probably referring to the stadials of Lisbetdalen, Slaklidalen, Revdalen and to the Little Ice Age.
Significant differences in the physical and mechanical properties exist between the rock masses on two sides of an ore-rock contact zone, which the production tunnels of an underground mine must pass through. Compared with a single rock mass, the mechanical behavior of the contact zone composite rock comprising two types of rock is more complex. In order to predict the overall strength of the composite rock with different contact angles, iron ore-marble composite rock sample uniaxial compression tests were conducted. The results showed that composite rock samples with different contact angles failed in two different modes under compression. The strengths of the composite rock samples were lower than those of both the pure iron ore samples and pure marble samples, and were also related to the contact angle. According to the stress-strain relationship of the contact surface in the composite rock sample, there were constraint stresses on the contact surface between the two types of rock medium in the composite rock samples. This stress state could reveal the effect of the constraint stress in the composite rock samples with different contact angles on their strengths. Based on the Mohr-Coulomb criterion, a strength model of the composite rock considering the constraint stress on the contact surface was constructed, which could provide a theoretical basis for stability researches and designs of contact zone tunnels.
Applications in geodesy and engineering surveying require the determination of the heights of the vertical control points in the national and local networks using different techniques. These techniques can be classified as geometric, trigonometric, barometric and Global Positioning System (GPS) levelling. The aim of this study is to analyse height differences obtained from these three techniques using precise digital level and digital level, total station (trigonometric levelling) and GPS which collects phase and code observations (GPS levelling). The accuracies of these methods are analysed. The results obtained show that the precise digital levelling is more stable and reliable than the other two methods. The results of the three levelling methods agree with each other within a few millimetres. The different levelling methods are compared. Geometric levelling is usually accepted as being more accurate than the other methods. The discrepancy between geometric levelling and short range trigonometric levelling is at the level of 8 millimetres. The accuracy of the short range trigonometric levelling is due the reciprocal and simultaneous observations of the zenith angles and slope distances over relative short distances of 250 m. The difference between the ellipsoidal height differences obtained from the GPS levelling used without geoid and the orthometric height differences obtained from precise geometric levelling is 4 millimetres. The geoid model which is obtained from a fifth order polynomial fit of the project area is good enough in this study. The discrepancy between the precise geometric and GPS levelling (with geoid corrections) is 4 millimetres over 5 km.
In the 20th century toponymy of the Kłodzko Land underwent serious changes, which with no doubt can be called a revolution. After 1945 and the displacement of the German population all the pre-war names were substituted with Polish ones, which, unfortunately, only rarely were connected with the former tradition, in some cases as old as the middle ages. Most of new names were introduced by a special commission whose main aim was to mark that the new areas gained by Poland after the World War II (the so called Regained Territories) were successfully taken into possession. However, many places and objects (some mountain tops, rock formations, springs, parts of villages) did not receive a name. In the next decades, new local communities started to accustom the mountainous landscape and independently gave names to various nameless (in Polish) places. Unfortunately, due to the depopulation of rural areas in the Kłodzko Land and other formal reasons, the process was quite slow. The main aim of the paper is not only to analyse those changes, but also to compare the numbers of names in chosen moments of the 20th century. For this purpose three types of maps in 1 : 25 000 scale were used: pre-war (German) “Meßtischblatt”, a Polish topographic map representing the situation at the beginning of the 1970s and, finally, the “Army topographic map” from the end of the 20th century. On the first map 531 geographical names were marked, on the second — only 225, and on the third — 277, which is still approximately half of the number before 1945.
The function of a new estimation procedure of long-term noise indicators is considered in this study. New possibilities are related to the stochastic modelling of the control data formation mechanism. Assuming the mathematical formalism based on the adaptive model of exponential smoothing of control data, the need of controlling at each estimation stage of long-term noise indicators, the adherence to the model assumptions is formulated. The procedure of its realisation is described in the paper. The tracking signal method referred to the tested errors of the assumed model was applied. The ratio of the sum of model errors in relation to the average absolute error, generated by the assumed approximation, was selected as the representative of the tracking signal. Conditions for the acceptation of the model assumption were defined. The analysis of functionality of the developed solution was illustrated by the results of a continuous noise monitoring recorded at one of the main arteries in Kraków.
Pseudomonas syringae pv. syringae (Pss) constitutes a diverse group of bacterial strains that cause canker of stone fruits, blight of cereals and red streak of sugarcane. The purpose of this study was to determine how diverse Iranian strains of Pss are when they come from different hosts. We compared a total of 32 Pss strains isolated from stone fruits, barley, wheat and sugarcane from different geographical regions of Iran based on their phenotypic and molecular properties. Strains showed some variation regarding carbon and nitrogen utilization. Pss strains were similar in their protein banding patterns. Additional bands were found in sugarcane strains. Most strains showed one indigenous plasmid DNA and a few had two and some none. The genes of syrB and syrD encoding syringomycin synthesis and secretion, respectively, were amplified using specific primers in polymerase chain reaction. Syringomycin, producing strains amplified two DNA fragments of 752 and 446 bp representing syrB and syrD genes, respectively. Primer specificity was shown for Pss using various genera. Based on the results of this study, it is suggested that Pss strains from different hosts and geographical regions show diversity in phenotypic and molecular characters. It is thought that phenotypic variation is due to adaptation to specific hosts and niches for survival and pathogenicity.