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Advertising and Chinese Society
This book examines the social, psychological, legal, and ethical impact - perceived or proven - that may result from advertising in the booming Chinese market. The book provides readers with an understanding of the two-way relationship between advertising and Chinese society. Major issues addressed include rising consumerism, consumers' attitudes towards advertising and reactions to advertising appeals, cultural messages conveyed in advertisements, gender representations, sex appeal, offensive advertising, advertising law and regulation, advertising to children and adolescents, symbolic meanings of advertisements, public service advertising, and new media advertising and its social impact. Advertising and Chinese Society resorts to a variety of research techniques including content analysis, survey, experiment, semiotic analysis, and secondary data analysis. The book will enhance the sensitivity of scholars and practitioners interested in Chinese advertising and its social ramifications.
The Prunus mume Genome
This book reviews the current status of P. mume research, highlighting how the new data coming from the release of the P. mume genomes can advance science and help to solve a number of problems facing the P. mume industry. Prunus mume, which was domesticated in China more than 3,000 years ago as an ornamental plant and for its fruit, is one of the first genomes among the Prunus subfamilies of the Rosaceae family that has been sequenced. Combining the P. mume genome with available data, scientists have succeeded in reconstructing nine ancestral chromosomes of the Rosaceae family, as well as the chromosome fusion, fission and duplication history of three major subfamilies. The P. mume genome sequence adds to our understanding of Rosaceae evolution and provides an important basis for the improvement of fruit trees. This book offers an essential a guide for all those who are interested in gene discovery, comparative genomics, molecular breeding and new breeding techniques; and will be particularly useful for scientists, breeders, university students, and public sector institutes that are involved in the P. mume industry and/or Rosaceae research.
The Routledge Companion to Marketing History
The Routledge Companion to Marketing History is the first collection of readings that surveys the broader field of marketing history, including the key activities and practices in the marketing process. With contributors from leading international scholars working in marketing history, this companion provides nine country-specific histories of marketing practice as well as a broad analysis of the field, including: the histories of advertising, retailing, channels of distribution, product design and branding, pricing strategies, and consumption behavior. While other collections have provided an overview of the history of marketing thought, this is the first of its kind to do so from the perspective of companies, industries, and even whole economies. The Routledge Companion to Marketing History ranges across many countries and industries, engaging in substantive detail with marketing practices as they were performed in a variety of historical periods extending back to ancient times. It is not to be missed by any historian or student of business.
The Impact of Abiotic Stresses on Agriculture: Mitigation through Climate Smart Strategies
Climate-smart agriculture, or CSA, is a multidimensional approach to transforming and reshaping agricultural systems to support food security under the new realities of climate change. Global changes in rainfall and temperature patterns threaten agricultural production and increase the vulnerability of people dependent on agriculture for their livelihoods, residing mostly in the world's developing countries. Climate change interrupts food markets and agro-economy, posing population-wide risks to the food supply. Threats can be minimized by increasing the resilience capacity of farmers through improving agricultural practices as well as enhancing flexibility and resource use efficiency in agr...
International Conference on Mechanism Science and Control Engineering (MSCE 2014)
The aim of MSCE 2014 is to provide a platform for researchers, engineers, and academicians, as well as industrial professionals, to present their research results and development activities in mechanism science and control engineering. It provides opportunities for the delegates to exchange new ideas and application experiences, to establish business or research relations and to find global partners for future collaboration. MSCE2014 is conducted to all the researchers, engineers, industrial professionals and academicians, who are broadly welcomed to present their latest research results, academic developments or theory practice. Topics of interest include but are not limited to Mechanism theory and Application, Mechanical control and Automation Engineering, Mechanical Dynamics, Materials Processing and Control, Instruments and Vibration Control. It is of great pleasure to see the delegates exchanging ideas and establishing sound relationships on the conference.
Intelligent Computing Theories and Application
This two-volume set LNCS 10954 and LNCS 10955 constitutes - in conjunction with the volume LNAI 10956 - the refereed proceedings of the 14th International Conference on Intelligent Computing, ICIC 2018, held in Wuhan, China, in August 2018. The 275 full papers and 72 short papers of the three proceedings volumes were carefully reviewed and selected from 632 submissions. The papers are organized in topical sections such as Neural Networks.- Pattern Recognition.- Image Processing.- Intelligent Computing in Robotics.- Intelligent Control and Automation.- Intelligent Data Analysis and Prediction.- Fuzzy Theory and Algorithms.- Supervised Learning.- Unsupervised Learning.- Kernel Methods and Supp...
Precise Diagnosis, Functional Mechanisms, and Therapeutic Potentials in Gastrointestinal Cancers, volume II
Significant changes in diet, environment, and population increase gastrointestinal cancer morbidity. A growing number of studies on precise diagnosis and underlying mechanisms are being elucidated, some of which may even conflict with assumptions of past decades. Therefore, collecting recent findings on novel diagnoses and/or risk factors in gastrointestinal cancers is a prerequisite for a better understanding of the disease. Despite remarkable progressions in surgical treatments and chemotherapies, the prognosis of gastrointestinal cancer is far from satisfactory due to the high occurrence of drug resistance. Based on the identification of novel biomarkers as well as their underlying mechanisms, targeted drug development will provide significant complementary therapeutic effects to conventional chemoradiotherapies. High-throughput methods such as next-generation sequencing on RNA level and mass spectrometry on protein/lipid/metabolite level serve as efficient strategies for biomarker identification and drug development.
The Soviet Union and Communist China 1945-1950: The Arduous Road to the Alliance
Drawing on a wealth of new sources, this work documents the evolving relationship between Moscow and Peking in the twentieth century. Using newly available Russian and Chinese archival documents, memoirs written in the 1980s and 1990s, and interviews with high-ranking Soviet and Chinese eyewitnesses, the book provides the basis for a new interpretation of this relationship and a glimpse of previously unknown events that shaped the Sino-Soviet alliance. An appendix contains translated Chinese and Soviet documents - many of which are being published for the first time. The book focuses mainly on Communist China's relationship with Moscow after the conclusion of the treaty between the Soviet Un...
Intelligent Computing Methodologies
This book constitutes - in conjunction with the two-volume set LNCS 10954 and LNCS 10955 - the refereed proceedings of the 14th International Conference on Intelligent Computing, ICIC 2018, held in Wuhan, China, in August 2018. The 275 full papers and 72 short papers of the three proceedings volumes were carefully reviewed and selected from 632 submissions. The papers are organized in topical sections such as Evolutionary Computation and Learning; Neural Networks; Pattern Recognition; Image Processing; Information Security; Virtual Reality and Human-Computer Interaction; Business Intelligence and Multimedia Technology; Biomedical Informatics Theory and Methods; Swarm Intelligence and Optimiz...
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