In this paper, the summarized definitions, the history of PSA in both China and abroad as well as related-Chinese background are presented so as to lay a background foundation for the research. The theories of signs and communication in semiotics, as well as the reception theories by Stuart Hall build the theoretical base for the research. Two pieces of Chinese Public Service Advertisements of the most two common categories in the field are analysed through semiotics methods, so as to reach one of the aims of the research, namely the understandings of how signs are used in the creation of these PSA, and what the interpretations of the signs are as well as how they come into being. Another aim of the research is to understand the reception of one of the two PSA among the ordinary Chinese people. The method of focus group interview is used to reach this aim. It has been found out that signs on PSA are created with certain meanings, and the interpretations of the signs can vary depending on the translator's life background. It has also been found out that the PSA can be received differently by people with different background, and that the general group of Chinese people have different readings of government-related PSA, and accepting such PSA is not a common thing, despite the fact that China is a very nationalistic country

No description available.

Hamburg, Phil. Diss. v. 12. Mai 1934.

Zugl.: Diss. / Zugl.: Diss.

Diss. phil.-hist. Bern. / Titel von CD-ROM.

Originally presented as the author's thesis, Pontificio Istituto biblico, Rome. / Bibliography: p. [263]-267.

The diploma thesis clarifies the concrete usage of symbols in marketing communication on the base of examination of the symbol's problems and the marketing research. It was finding out by the research how the symbolism is perceived in marketing communication, how and how much are consumers influenced by symbols, if they even realize the influence, how symbols impress them, which symbols impress them positively or negatively and which symbols they prefer. From the accomplished analysis of the results of questionnaire research follows that the most of consumers realize the symbolism in marketing communication and they are able to recognize it. Respondests were able to match concrete symbols with concrete products in many cases. Different symbols cause different reactions at respondents, which depends on gender, age and education. The usage of symbolism in marketing communication has to respect definite rules and recommendation. Usage of unsuitable symbol can lead to totally different result than was planned. That is why it is necessary to be thorough and to pay attention to the usage of symbolism in marketing communication. The usage of symbols helps the product to penetrate better the awareness of consumers and mainly to ground hard and stay in their mind.

Over the past ten years, the ramp, a traditional Appalachian food, has invaded elite culinary circles outside its native culinary region of Appalachia. Ramps (Allium tricoccum) are wild leeks traditionally foraged for in the spring, and are known for their pungent smell. This unique vegetable is traditionally celebrated in Appalachia through dinners and festivals that have been widely attended by members of the community and recently, outsiders. Similarly, outside the region, the ramp has been featured on fine dining menus and has been sold in farmer's markets and grocery stores for the first time across the country. This study aims to understand not only this recent popularity, but why the ramp has emerged as representative of traditional Appalachian culture. Qualitative interviews with experts in the ramp industry, patrons of ramp festivals, and those outside of Appalachia yet involved with ramps were conducted. Participant observation at ramp festivals and analysis of questions posted on a ramp-based Facebook page corroborate our interview data set. Analysis of these data has uncovered the impact sense of place and rootedness in the Appalachian mountains has on identity creation through festival performance. / Master of Science

The principle problem of the present research was to determine the relative effects of two major variables, nature of verbal reinforcement and achievement history, upon the performance of elementary school children on a relatively simple learning task.

The object of the paper is a theoretical analysis of the human body phenomenon as a distinctive cultural construction. Particular attention will be payed to forces by which, in a concrete cultural context, the body is transformed into symbolic and semiotic category, shared by members of a given culture. The paper aims to utilize the scientific potential of anthropology, which studies the human being as a unique unity of both superorganic and somatic components, verifying the hypothesis that the human body is not only a biological organism, but in the enculturation process becomes a symbolic object- a "somatized culture". Key Words body; symbol; culture; system