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Enzyme supplementation as a strategy to improve nutrient utilization, production performance and mitigation of necrotic enteritis in poultryJia, Wei 15 September 2009 (has links)
Incorporation of full-fat flaxseed, and to a lesser extent, canola seed in diets to produce n-3-enriched products has attracted interest in the poultry industry. However, high amounts of nonstarch polysaccharides (NSP) in oilseeds compromise their nutritive value. The objectives of the current research were to develop enzyme supplements effective in cell wall depolymerization and viscosity reduction, particularly in flaxseed; to evaluate the effects of enzyme addition and feed processing on oil utilization and egg n-3 fatty acid deposition in broiler chickens and laying hens fed oilseed-containing diets; to characterize the NSP hydrolysis products and to investigate the effects of diet type and enzyme addition on growth performance and the incidence of necrotic enteritis (NE) in broiler chickens challenged with Clostridium perfringens. Results showed that diets containing high levels of flaxseed reduced egg production and shell quality in laying hens, and impaired final body weight and feed conversion ratio (FCR) in broiler chickens. Reducing flaxseed particle size via grinding did not improve the growth performance of broiler chickens, whereas diet pelleting showed more pronounced and beneficial effects in improving the nutritive value of flaxseed, particularly when intact seeds were used. Multicarbohydrase supplementation resulted in a significant depolymerization of cell wall polysaccharides in soybean, canola and flaxseed meals, which was followed by the production of water-soluble NSP hydrolysis products, and the reduction of flax mucilage viscosity in vitro was also evident. Enzyme addition to flaxseed-containing diets improved FCR of broiler chickens and egg production performance of laying hens, and facilitated egg n-3 fatty acid deposition. The C. perfringens challenge caused intestinal NE lesions and increased the mortality of broiler chickens with the highest NE mortality and intestinal C. perfringens counts observed in those fed flaxseed-containing diets. Enzyme supplementation to diets containing high levels of water-soluble NSP (wheat/barley- or wheat/barley/flaxseed-based) facilitated post-disease compensatory growth in pathogen challenged birds. This was accompanied by a numerical reduction of intestinal C. perfringens by 1.4 log10 cfu/g in birds fed the flaxseed-containing diets. Such findings indicated that enzyme addition may be used as a nutritional strategy to reduce the risk of NE development in broiler chickens.
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Husbandry and larval rearing of common snook (Centropomus undecimalis)Yanes-Roca, Carlos January 2006 (has links)
Common snook (Centropomus undecimalis) is a relatively new species for aquaculture; considered as a recreational species and not commercial. The aim of this study was to develop common snook larval rearing techniques for stock enhancement. Common snook culture has two main bottlenecks, broodstock management and larval culture. High mortality during the first 6 days is the main limitation for successful larval survival. Broodstock management of common snook is still developing and the only source of common snook eggs is from wild broodstock. Securing a regular supply during the natural spawning was essential to reach the main objective. Finding the optimal spawning sites, as well as optimal spawning time was achieved. Results showed Terra Ceia, Longboat and Cayo Costa to be the best sites for wild broodstock collection. The onset of spawning was triggered by a rise in water temperature. During the 4 years of this study spawning started at the end of May and finished in September. Total capture results and egg quality results, such as fertilization, hatching rate and lipid analysis, indicated June and July as the peak months during the spawning season. Common snook follow a lunar spawning cycle. Results showed that one to three days after the new and full moon were the peak spawning periods and therefore the best days to capture wild stock. Common snook egg lipid composition fits the general marine fish fatty acid composition with saturated fatty acids predominating. On the other hand, the omega 3, omega 6 (n-3/n-6) ratio was lower than the typical marine fish and arachidonic acid values were significantly higher than other marine species. This egg fatty acid profile will be helpful in the future to compare it with captive spawned eggs for egg quality purposes. Description of the common snook embryonic and larval development for the first 14 days was carried out. This has strengthened knowledge for this species’ development, and should provide a helpful tool to identify common snook embryos and larvae in the wild. Novel improvements to existing common snook larval culture protocols were implemented. Larval lipid analysis throughout development, and high mortality around day 6 post hatching, suggested that common snook larvae were dying of starvation. Gross morphological development and ultra-structure findings in the digestive and eye system development during the first three days indicated that day 2 post hatching larvae were capable of capturing and digesting food. Additionally, larval nutritional improvements were made, increasing the larval survival. The most significant ones were: finding a smaller and more nutritional prey (SS type rotifers and copepods), finding an optimal stocking and feeding density and the importance that green water technique has on larval survival. Overall, larval success was improved from a zero percent survival during the first 14 days to a 2% survival rate.
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Lesalų, praturtintų saulėgrąžų, rapsų ir sėmenų aliejais, įtaka vištų dedeklių produktyvumui ir kiaušinių kokybei / Influence of compoundfeed, enriched with sunflower, rapeseed and flaxseed oils, on productivity of laying hens and egg qualityKvederytė, Inga 18 June 2013 (has links)
Darbo tikslas: Išanalizuoti lesalų, praturtintų saulėgrąžų, rapsų ir sėmenų aliejais, įtaką vištų dedeklių produktyvumui ir kiaušinių kokybei.
Darbo uždaviniai:
1. Įvertinti saulėgrąžų, rapsų ir sėmenų aliejų riebalų rūgščių sudėtį;
2. Išanalizuoti lesalų, praturtintų saulėgrąžų, rapsų ir sėmenų aliejais, įtaką vištų dedeklių produktyvumui;
3. Išanalizuoti lesalų, praturtintų saulėgrąžų, rapsų ir sėmenų aliejais, įtaką vištų dedeklių kiaušinių kokybei.
Tyrimo metodika. Lesinimo bandymas atliktas su 30 savaičių amžiaus Lohmann Brown linijų derinio 30 vnt. dėsliosiomis vištomis, suskirstytomis į 3 grupes (kiekvienoje po 10 vištų). I grupės dėsliosios vištos buvo lesinamos lesalais su 4,5 proc. saulėgrąžų aliejaus priedu, II grupės su 4,5 proc. rapsų aliejaus, o III grupės su 4,5 proc. Visų grupių lesalų energetinė vertė buvo vienoda. sėmenų aliejaus priedu. Bandymo metu dėsliosios vištos laikytos individualiuose narveliuose su stacionariomis lesalinėmis bei girdytuvėmis, vienodomis lesinimo ir laikymo sąlygomis. Paukščiai lesinti granuliuotais kombinuotaisiais lesalais po 125 g per parą. Kiekvieną dieną skaičiuoti ir sverti visi kiaušiniai, paskaičiuotas vištų dėjimo intensyvumas. Kas 14 dienų nustatytas individualus vištų kūno svoris, sverti lesalų likučiai ir apskaičiuotos lesalų sąnaudos 1 kg kiaušinių masės pagaminti.
Bandymo pabaigoje buvo tiriami šie parametrai: nustatomi riebalų rūgščių, cholesterolio, malondialdehido kiekiai kiaušinių tryniuose. Taip pat nustatytos... [toliau žr. visą tekstą] / Aim of master thesis: To analyze the feed, enriched with sunflower, canola and flaxseed oils influence on productivity of laying hens and egg quality.
Objectives are:
1. To evaluate a nutritional value of sunflower, rapeseed and flaxseed oils;
2. To analyze influence of compound feed, enriched with sunflower, rapeseed and flaxseed oils, on productivity of laying hens;
3. To analyze influence of compound feed, enriched with sunflower, rapeseed and flaxseed oils, on laying hens egg quality.
Methods: A test of feeding was performed on thirty 30 weeks old Lohman Brown cross laying hens which were divided into 3 groups (each of 10 hens). Laying hens of a group I were fed feeds containing 4,5 % sunflower oil, group II – 4,5 % rapeseed oil, group III – 4,5 % flaxseed oil. All diets were isocaloric. During the test laying hens were held in individual cages with stationary trough feeders and waterers on equal feeding and keeping conditions. Laying hens were fed with compounds feeds of 125 g per day. All the eggs were counted and weighted daily including the calculations of egg laying intensity. The following actions were performed every 14 days: identification of individual hen body weight, weighting of feed residue and calculation of feed required for production of 1 kg egg mass.
At the end of the test these parameters were investigated: determination of fatty acids, cholesterol and malondialdehyde quantities in the yolk of eggs. Also, egg sensory and texture properties of fresh... [to full text]
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Organinio seleno ir vitamino E įtaka vištų dedeklių produktyvumui praturtinant jų lesalus saulėgrąžų aliejumi / Impact of Organic Selenium and Vitamin E on the Productivity of Layer Hens Enriching Their Nutrition with Sunflower OilKavaliauskaitė, Vaida 05 March 2014 (has links)
Tyrimo problema: siekiant apsaugoti riebalus nuo oksidacijos dažniausiai yra naudojami sintetiniai antioksidantai. Kaip rodo moksliniai tyrimai dažniausiai naudojamas neorganinis selenas. Duomenų apie organinį seleną bei vitaminą E, naudojant vištų lesinime saulėgrąžų aliejų, yra nedaug ir jie yra prieštaringi. Be to, aliejų kokybei išsaugoti neteisingai parenkant antioksidantus, tame tarpe seleną ir vitaminą E, vyksta aliejuose antioksidaciniai procesai, kurių metu susidaro laisvieji radikalai. Pastarieji neigiamai veikia tiek gyvūnų, tiek žmonių sveikatingumą. Todėl magistrinio darbo tikslas yra ištirti organinio seleno ir vitamino E įtaką vištų dedeklių produktyvumui bei kiaušinių kokybei, praturtinant jų lesalus saulėgrąžų aliejumi.
Darbo uždaviniai:
1. Nustatyti organinio seleno ir vitamino E įtaką vištų dedeklių dėslumui, lesalų sąnaudoms, išsaugojimui bei vištų fiziologiniai būklei, praturtinant jų lesalus saulėgrąžų aliejumi;
2. Nustatyti organinio seleno ir vitamino E įtaką kiaušinių kokybiniams ir kiekybiniams parametrams, praturtinant jų lesalus saulėgrąžų aliejumi;
3. Nustatyti organinio seleno ir vitamino E įtaką jusliniams kiaušinių rodikliams, praturtinant jų lesalus saulėgrąžų aliejumi.
Svarbiausios išvados:
• Kontrolinės ir tiriamosios grupės vištų svoriai atitiko linijų derinio Lohmann brown auginimo rekomendacijas.
• Vitamino E – 40 mg/kg ir organinio seleno 0,5 mg/kg lesalų padidino vištų dėjimo intensyvumą 3,22 proc., tačiau lesalų sąnaudoms 1 kg... [toliau žr. visą tekstą] / The issue of investigation: To prevent fat from oxidation, synthetic antioxidants are most frequently used. Scientific investigations evidence the prevalence of inorganic selenium. The data on selenium and Vitamin E, using sunflower oil in poultry nutrition, is scarce and controversial. Furthermore, the failure in selecting the antioxidants to preserve oil quality causes oil ant oxidation processes during which free radicals are formed. The latter have negative impact on health of both human beings and animals. Therefore, the aim of the master thesis is to investigate the effect of organic selenium and vitamin E on productivity and eggs quality of layer hens when their nutrition is enriched with sunflower oil.
The tasks of the work:
1. To determine the impact of organic selenium and vitamin E on egg laying, usage of feed conversion, livability and physiological condition of layer hens when their nutrition is enriched with sunflower oil.
2. To determine the impact of organic selenium and vitamin E on egg qualitative and quantitative parameters when the hens’ nutrition is enriched with sunflower oil.
3. To determine the impact of organic selenium and vitamin E on egg sensory indices when the hens’ nutrition is enriched with sunflower oil.
The most important conclusions:
• The hens’ weights in control and trial groups met the rearing recommendations for Lohmann Brown line.
• The feed additive of vitamin E – 40mg/kg and 0.5mg/kg of organic selenium increased egg laying intensity... [to full text]
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Antioksidantų likopeno ir santokvino įtaka vištų dedeklių produktyvumui bei kiaušinių kokybei, naudojant jų lesaluose rapsų aliejų / Antioxydants Lycopene and Santoquin influence for laying hens and quality of eggs productivity, using rapeseed oil in the feedsHoppenienė, Jelena 19 May 2014 (has links)
Šiais laikais nemažas dėmesys atkreipiamas į paukščių laikymo sąlygas ir jų lesalų kokybę. Siekiant pagerinti vištų imunines savybes, jų produktyvumą bei produkto rodiklius, kasmet atliekami tyrimai, įterpiant į lesalus įvairius priedus.
Todėl mano darbo tikslas ištirti antioksidantų likopeno ir santokvino įtaką dėsliųjų vištų produktyvumui ir kiaušinių kokybei, naudojant jų lesaluose rapsų aliejų.
Siekiant darbo tikslo įgyvendinimo iškelti šie uždaviniai: 1. Nustatyti antioksidantų likopeno ir santokvino įtaką vištų dedeklių dėslumui, lesalų sąnaudoms ir išsaugojimui, naudojant jų lesaluose rapsų aliejų. 2. Nustatyti antioksidantų likopeno ir santokvino įtaką kiaušinių kokybiniams parametrams, naudojant jų lesaluose rapsų aliejų. 3. Nustatyti antioksidantų likopeno ir santokvino įtaką jusliniams kiaušinių rodikliams, naudojant jų lesaluose rapsų aliejų.
Išvados: 1. Vištų kūno masė atitiko linijų derinio Lohmann Brown auginimo rekomendacijas. 2. Antioksidantų likopeno ir santokvino įtakoje vidutinis kiaušinių svoris per visą bandymo laikotarpį tik II tiriamojoje grupėje buvo 3 proc., didesnis, lyginant su kontroline grupe (p>0,05). 3. Per visą laikotarpį tiek I tiriamojoje tiek ir II tiriamojoje grupėse kiaušinių skaičius buvo 10 ir 6 proc., o dėjimo intensyvumas buvo 11 ir 4 proc. mažesnis, lyginant su kontroline grupe (p>0,05). 4. Lesalų sąnaudos 1 kg kiaušinių masės gauti buvo 1 proc. didesnės, o santokvino priedas 2 proc. sumažino lesalų sąnaudas, palyginus su... [toliau žr. visą tekstą] / The objective of the work: to analyse antioxydant lycopene and santoquin influence for laying hens and quality of eggs productivity, using rapeseed oil in the feed.
The tasks of work:1. To set antioxydants Lycopene and Santoquin influence for laying hens and quality of eggs productivity, using rapeseed oil in the feed. 2. To set antioxydants Lycopene and Santoquin influence for egg qualitative parameters, using rapeseed oil in the feed. 3. To set and to analyse antioxydants Lycopene and Santoquin influence for sensoring egg parameters, using rapeseed oil in the feed.
Methods of the work: research. The test were made by approved methodology.
Feeding test was performed on thirty 30 weeks old Lohman Brown cross laying hens, which were divided into 3 groups. Each group consists of 10 hens.
Lohman Brown laying hens were feeded with bulky compuonds feeds with addition of rapeseed oil (control group). Laying hens of a group I were fed feeds containing 4 percentage rapeseed oil + lycopene (0.5 g / kg), and group II - 4.5 percentage rapeseed oil + santoquin (0.15 g / kg).
During the test laying hens were held in individual cages with stationary trough feeders and waterers on equal feeding and keeping conditions. Laying hens were fed with compounds feeds of 125 g per day.
The results of research: According to the influence of antioxidants lycopene and santoquin, to compare with control group, the average of egg weight during the test period was higher in II group of 3 percentage (p> 0... [to full text]
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Antiоksidantų likоpenо ir santоkvinо įtaka vištų dedeklių prоduktyvumui bei kiaušinių kоkybei, naudоjant jų lesaluоse saulėgrąžų aliejų / The influence antioxidants lycopene and ethoxyquin (EQ) to laying hens and egg production supplement in their feeds sunflower oilBaranovienė, Diana 19 May 2014 (has links)
Todėl mano darbo tikslas ištirti antioksidantų likopeno ir santokvino įtaką dėsliųjų vištų produktyvumui ir kiaušinių kokybei, naudojant jų lesaluose saulėgrąžų aliejų.
Siekiant darbo tikslo įgyvendinimo iškelti šie uždaviniai: 1. Nustatyti antioksidantų likopeno ir santokvino įtaką vištų dedeklių dėslumui, lesalų sąnaudoms ir išsaugojimui, naudojant jų lesaluose saulėgrąžų aliejų. 2. Nustatyti antioksidantų likopeno ir santokvino įtaką kiaušinių kokybiniams parametrams, naudojant jų lesaluose saulėgrąžų aliejų. 3. Nustatyti antioksidantų likopeno ir santokvino įtaką jusliniams kiaušinių rodikliams, naudojant jų lesaluose saulėgrąžų aliejų.
Išvados: 1. Vištų kūno masė atitiko linijų derinio Lohmann Brown auginimo rekomendacijas. 2. Antioksidantų likopeno ir santokvino įtakoje vidutinis kiaušinių svoris per visą bandymo laikotarpį tiriamųjų grupių vištų buvo 3-1 proc. didesnis, palyginti su kontroline grupe (p>0,05). 3. Per visą bandymo laikotarpį kiaušinių dėjimo intensyvumas tiriamosiose grupėse padidėjo 8-4 proc., o vištų dėslumas 6-5 proc., palyginti su kontroline grupe (p>0,05). 4. Per visą bandymo periodą, t. y. 31-38 vištų amžiaus savaites, kiaušinio svoris tiriamosiose grupėse liko didesnis 5-1 proc., lukšto stiprumas II tiriamojoje grupėje padidėjo 9 proc., o I tiriamojoje grupėje sumažėjo 1 proc., bet baltymo aukštis padidėjo 1 proc., Hafo vienetas 2 proc., palyginti su kontroline grupe (p>0,05). Lukšto svoris ir storis tiriamosiose grupėse padidėjo, tačiau... [toliau žr. visą tekstą] / Objectives: This trial were to determinate of effects of antioxidants lycopene and ethoxyquin influence of laying hens production, feed conversion, mortality hens, egg production and egg quality supplement in their feeds sunflower oil. Materials and methods: 30 weeks old Lohman Brown laying hens assigned to three group to one of three diets: control hens were taken commercial feed with sunflower oil, first trial group hens were taken commercial feed + sunflower oil + lycopene (0.5g/kg), second trial (P>0.05). Feeding 125 g per day with granulated mixed feed. Laying hens was keeping in individual cages at like feeding, drinking and keeping condition. The trial consisted 56 day. Results and conclusions of the study: The addition lycopene and ethoxyquin to the feed of laying hens increased eggs production at 4-8% (5-6 eggs from one hen) than hens control group (P>0.05), but feed conversion were increased 4% than hens control group (P>0.05). Cholesterol content in eggs decreased 6% in group with lycopene (P>0.05) and 11% in group with ethoxyquin (P>0.05). Haugh unit increase 2% than it eggs hens control group (P>0.05).
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Organinių rūgščių mišinio Lumance įtaka dėsliųjų vištų kiaušinių kokybei / The influence of organinic acids mixture Lumance on laying hens egg qualityMenkevičius, Andrius 18 June 2014 (has links)
Sveikas žarnynas – vienas pagrindinių veiksnių, pagal kurį reglamentuojamas paukščių efektyvumas ir paukštienos gamybos ekonomika. Žarnyno mikrofloros sudėtis yra svarbi žarnyno sveikatos palaikyme. Maistinės organinės rūgštys ir jų druskos gali slopinti mikroorganizmų augimą maiste, tuo būdu išsaugant mikroorganizmų balansą virškinamajame trakte. Be to, pakeisdamos žarnyno pH, organinės rūgštys taip pat pagerina lesalų sudedamųjų dalių tirpumą, maistinių medžiagų virškinimą ir absorbciją. Tačiau organinių rūgščių panaudojimas vištų mityboje priklauso nuo organinių rūgščių ar jų druskų sudėties, įterpiamo kiekio į lesalus, lesalų gamybos technologinių parametrų, paukščių fiziologinės būklės; duomenys apie minėtų priedų įtaką kiaušinių kokybei yra prieštaringi. Todėl magistrinio darbo tikslas – ištirti organinių rūgščių mišinio Lumance įtaką dėsliųjų vištų kiaušinių kokybei. / Gut health is one of the major factors in regard to the performance of poultry and thus, economics of production. The profile of the intestinal microflora plays an important role in gut health. Dietary organic acids and their salts are able to inhibit microorganism growth in the food, and consequently to preserve the microbial balance in the gastrointestinal tract. In addition, by modifying intestinal pH, organic acids also improve the solubility of the feed ingredients, digestion and absorption of nutrients. However the use of organic acids in poultry diet very depends on composition of organic acids or their salts, used dose in poultry feed, parameters of technology of poultry feed production, poultry physiology; data on use of those additives are very controversial. Therefore the main purpose of final work is to determine the influence of organic acids mixture Lumance on laying hens’ egg quality.
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Characterization of a novel weak cation-exchange hydrogel membrane through the separation of lysozyme from egg whiteYeh, Andrew Stephen January 2012 (has links)
Membrane chromatography was investigated as an alternative method to packed-bed chromatography for protein recovery. The purification of lysozyme from egg white with Natrix adseptTM weak cation-exchange membranes was investigated under two different binding configurations: (1) a non-flow, static set-up with variable pH and sodium chloride (NaCl) concentrations during the binding and elution steps, and (2) a dynamic, cross-flow set-up with recycle at pH 7.5 and no NaCl addition during binding. The weak cation-exchange membrane consisted of a carboxylic acid-based, environmentally-responsive hydrogel layer bonded to a polymer matrix. Lysozyme was chosen to illustrate protein-membrane binding interactions due to its well-characterized nature and positive surface charge over a large pH range. For the static binding set-up, two sources of lysozyme were studied: pure lysozyme and egg whites treated with 60 % (v/v) ethanol (ESEW). Elution of bound protein was performed with 1 M NaCl under two pH strategies: binding and elution at a constant pH, and binding at pH 4.5 and variable elution pH. The highest maximum total protein binding capacity for pure lysozyme and ESEW was observed at pH 4.5 with no NaCl addition; however, poor total protein and lysozyme activity recovery were achieved during separation. As well, other egg white proteins, such as ovomucoid, were observed to bind to the membrane surface at pH 4.5, despite possessing similar charge polarity to the anionic membrane surface, indicating a non-electrostatic binding mechanism during operation below the membrane’s pKa (4.7). Based on the conditions tested, the highest total protein and lysozyme activity recovery was demonstrated for the separation of lysozyme from ESEW at pH 7.5 binding and elution and no NaCl addition. In the dynamic binding study, very high pure lysozyme dynamic binding capacity was achieved at 10 % breakthrough (167.3 mg/ml membrane for a 0.35 mg/ml lysozyme solution). The lysozyme dynamic binding capacity was 2.2 times greater than the static binding capacity under similar conditions, significantly higher than published results for other cation-exchange membranes. The separation of lysozyme from four lysozyme sources was tested: pure lysozyme, ESEW, and aqueous egg whites with (ASEW) and without (AEW) 100 mM NaCl. The highest lysozyme activity recovery during separation and lysozyme purity was achieved from the ESEW feed. Lysozyme separation from aqueous egg whites was not as effective, likely due to a high concentration of negatively-charged protein impurities fouling the surface of the membrane. Competitive binding to the membrane limited lysozyme binding and reduced the purity of the recovery elution stream. The application of feed-side pressure during the separation of ESEW produced a high purity, high recovery lysozyme elution stream with a significant reduction in processing time; however, protein aggregates were observed to form on the membrane surface, limiting the applicability of high-pressure operation and reducing protein functionality in the elution stream. The weak cation-exchange membrane system was shown to successfully separate out a target protein from a low concentration protein mixture through electrostatic interactions, and may be further applied to other protein systems.
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Detection Of Helminth Eggs And Protozoan Cysts In WastewatersDavutluoglu, Ayten 01 January 2005 (has links) (PDF)
The withdrawal of water sources concluded the reuse of treated wastewaters, especially for non-potable purposes. Agricultural use of the reclaimed wastewaters is one of the reuse options.
However health considerations of the reuse of reclaimed wastewaters for public related purposes are underestimated, since wastewaters contain a variety of microbial pathogens, which may be transmitted to workers and consumers through the crops irrigated. Of these, parasitic eggs have a special place, as they are capable of surviving in the soil for months or even years, depending on environmental conditions.
There is insufficient accumulated information on the health related criteria for the reuse of treated wastewaters in Turkey.
The aim of this study was therefore to determine the helminthic eggs in raw sewage and in effluents of ASKi municipal wastewater treatment plant in Ankara. The study involved examining to decide whether these organisms exist in the wastewaters at all, and if so in what concentrations.
Modified Bailenger&rsquo / s method, which published in the &ldquo / WHO Laboratory Manual of Parasitological and Bacteriological Techniques&rdquo / and &ldquo / U.S.EPA ICR Microbial Laboratory Manual&rdquo / were used in developing the specific methods used in this study.
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Reklamiska : Guldäggsannonser 1975–2007Korpus, Einar January 2008 (has links)
This study of Swedish advertising, and the language in its advertisements in particular, has two main purposes. One is to investigate the language and structure of ads, and seek to explain why ads have these exist. A second purpose is to investigate the continuity and change in the language and structure of ads. An ad consists of a number of elements. The main verbal element is called copy. The term headline is used for the main headline of an ad. Ads almost invariably also have a logotype, and more often than not a slogan placed near this logotype. This slogan is here called a payoff. The term used in this study for something final, e. g., a whole ad, is utterance, a Bakhtinian term. Starting with 1975 and ending with 2007, the material holds considerable variation. Swedish ads from the late 70´s and early 80´s display both long copy and documentary photography. Proportions between ad elements change during the investigated period of time. Accepting the presupposition that ads have the purpose of persuading their readers, it´s likely that most or possibly all of their features are meant to play a part in that persuasion. This will include the ways in which ads speak to their readers. Part of the investigation deals with this by looking at how pronouns, questions, and urges are used. Also, humour is an internalized part of contemporary advertising. This was established before 1975 and is a common feature of the Golden Egg Awards ads. Discourses meet in ads, in order to make ads more trustworthy. This explains borrowing from discourses like science and journalism. There is one further main reason for ads to use traits from other discourses: intimacy. Private life has had more impact on advertising and advertising language than any other discourse.
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