Adult somatic nuclear DNA contents are reported for eleven cyclopoid species (Megacyclops latipes, Mesocyclops edax, M. longisetus, M. ruttneri, M. leuckarti, M. woutersi, Macrocyclops albidus, Cyclops strenuus, Acanthocyclops robustus, Diothona oculata, Thermocyclops crassus) and for the harpacticoid Tigriopus californicus and range from 0.50 to 4.1 pg DNA per nucleus. These diploid genome sizes are consistent with previously published values for four Cyclops species (0.28-1.8 pg DNA per nucleus), but are strikingly smaller than those reported for marine calanoids (4.32-24.92 pg DNA per nucleus). We discuss three explanations, none of them exclusive of another, to account for the smaller size and range of cyclopoid genome sizes relative to calanoid genome sizes: (1) higher prevalence of chromatin diminution in the Cyclopoida, (2) phylogenetic structure or older age of the Calanoida relative to Cyclopoida and (3) nucleotypic selection that may influence life history variation and fitness. Measurements of genome size were made on Feulgen stained, somatic cell nuclei, using scanning microdensitometry which is well suited to the sparse and heterogeneous populations of copepod nuclei. The importance of measuring large numbers of nuclei per specimen, possible sources of variation associated with cytophotometric measurements, and appropriate use of internal reference standards and stoichiometry of the Feulgen stained nuclei are discussed.

無 / This study examines the strategies adopted by the global brand Dorito’s in Taiwan, and contrasts the communicative strategies with those used in Mexican market. The foundation of this analysis resided in Hofstede’s Cultural Dimensions. This research has sampled filmic advertisements used in previous and current campaigns in both countries available in social media and video sharing platforms. Cultural values, marketing appeals, and value paradoxes were analyzed, as well as other elements like product design and packaging have been assessed to understand the implications and the role that national culture plays when creating marketing strategies. Product localization and standardization have their implications in this study. Doritos’ brand communicative strategies have been modified to fit into the taste of Taiwanese buyers, adopting different appeals and values than those utilized in Mexican market. Recurrent use of value paradox, in harmony with Doritos’ brand values is found to be consistent in Mexico and Taiwan. One of the most remarkable value paradoxes adopted in branding is irreverence it extends the reach of campaigns, and brand memorability. Product standardization across markets has been a long-time strategy adopted by Doritos, although, some characteristics like flavor and spiciness level were modified in order to fit Taiwanese buyers’ taste. The data set utilized for the purposes of this study was constrained and dramatically reduced by the availability of video-based advertisements publicly available on social media channels of Doritos in each market. Doritos’ brand communicative strategies have been modified to fit into the taste of Taiwanese buyers, adopting different appeals and values than those utilized in Mexican market. Product standardization across markets has been a long-time strategy adopted by Doritos, although, some characteristics like flavor and spiciness level were modified in order to fit Taiwanese buyers’ taste.