论广告诉求及其唯美实现--一种艺术现象学的视野

广告艺术以其诉求的功利性区别于纯粹艺术，广告诉求通常以审美的方式去实现自身的功利目标。诉求的审美化涉及情感．并由此制造了真善美的幻象。在极端的审美化与唯美主义的语境下，广告使人们的消费欲望得到了空前的刺激．而消费主义在根本意义上规定了大众文化。因此，通过现象学的方式，如何让广告艺术回归存在与美的生活世界自身，这无疑是广告文化批判的一个独特视野。     

浅析广告创意执行技巧之形象解构

广告作为复杂的文化制度和文化现象，本质上是一种传播手段，因此广告表现的目的就是针对受众进行有效劝服、沟通，又因其所承载的内容是文化性的．其所依托的主要手段则是品牌形象化说服。     

意向性构成理论的自我完善——胡塞尔从静态现象学转向发生现象学的内在逻辑

胡塞尔认为现象学所要解决的主要问题是现象与本质的关系问题即认识如何可能的问题。他提出意向性构成理论作为解决这一问题的全新思路。胡塞尔的意向性构成理论经历了由强调“使某物显现”到强调“对象构造”的发展过程，这是意向性构成理论本身的自我完善，实质是方法论的创新。它构成了胡塞尔现象学由早期静态现象学即本质的、描述的现象学向发生现象学即构造的、解释的现象学转折的内在逻辑。     

试论广告音乐的隐喻认知

音乐，作为人类文化行为方式的存在，起着信息交流与感情抒发的作用。现代广告音乐，在音乐范畴中潜移默化的影响着人们的消费行为。隐喻是多学科的研究对象，当代极具影响的理解是：隐喻不仅仅是一种语言现象，人类“思维过程”绝大部分是隐喻性的。广告音乐隐喻也证明了这一解释：语言之外的其它形式也具有隐喻的性质。本文以广告音乐隐喻为研究的切入点，重点探讨其运作机制，分析了语义冲突、相似性、意象及双重影像在广告音乐隐喻运作中的功能，试图揭示其中蕴涵的隐喻共性与个性，有助于加深我们对广告音乐是如何在广告中运作并发挥其自身特殊的作用及对广义的隐喻概念的本质认识。     

整体认识，合理加强广告文化建设

广告文化是是社会文化的组成部分，信息社会，广告的影响逐渐变大要求加强广告文化建设，广告文化在文化方面的影响，实际上是大众消费文化的一部分。孤立地讨论广告文化建设问题，其效果是有限的。广告文化具有商业产品和精神产品的双重性，广告文化会影响社会文明，社会文明决定广告文化，整体认识广告文化的社会影响，合理调节广告的双重性。通过合理调整文化机制，打破行业的鸿沟，加强舆论影响，展开必要的讨论和批评广告文化建设。     

谈广告宣传中的文化因素

文化是一种客观存在，它对广告活动的策划、创意及运作有着很大的影响，甚至对商务促销的效果产生决定性的影响，它是现代广告活动的外部制约因素。广告是文化整体的一部分，是文化的传播者和创造者。应充分研究文化背景、语言文字、风俗习惯、民族情感等文化因素对广告的影响。     

中西方文化差异对广告创意的影响

广告创意源自文化，广告创意不能脱离文化而存在，由于中西方文化的差异，导致广告人的文化价值观不同，逻辑思维方式不同，因此，在进行广告创意时，就会有不同的想法和观点，诠释同一个商品的时候就会有截然不同的效果。把握中西方文化的差异并加以利用是广告成功的本质和关键，所以中西方文化差异对广告创意有着重要的影响。本文结合案例对中西方文化差异进行分析，指出如何在广告创意时把握好中西方文化，以达到良好的宣传效果。     

试析胡塞尔的直观理论

直观理论是现象学的特色方法之一,也是胡塞尔对哲学的重要贡献。胡塞尔在继承传统西方哲学直观理论的基础上进行扩展和创造,提出了直观理论的方法论体系。根据直观对象的不同,区分出不同的直观。胡塞尔现象学的直观是直接把握事物本质的,是本质直观,这和本质反思不同。现象学不承认本质和现象的二分,认为本质就在现象之中,不是在现象的背后,甚而现象就是本质,事物对我们呈现的东西就是本质,因此直观可以对其把握。这是一种哲学思维方式的变革,有其重要意义。     

关联理论映射广告语言再思考

本文就关联理论对广告语言的一些启示及效果进行了一些探讨。以介绍语境假设、最佳关联等关联理论中的一些基本内容入手，分析了广告的定义及目标，从关联理论的角度对广告语言进行了分析讨论，有助于进一步把握广告语言的本质。关联理论对广告语言的设计与理解具有深远的启示作用，从而使广告语言更好地发挥其宣传作用及实现其经济与社会效益。     

划清“夸张广告”与“虚假广告”的界限

"夸张广告"与"虚假广告"有着本质与表现特征上的诸多区别,本文主要从两类广告本质的分类区别,广告表现层面上的区别以及消费者对两类广告的需求和反应区别来进行阐述,力求划清"夸张广告"与"虚假广告"的界限。     

自噬与阿尔茨海默病的实验设计及结果初探

通过合理的设计实验,使学生了解了科研的科学性及严谨性,培养了创新意识和科学思维方法,提高了综合素质。实验采用Aβ诱导的神经元阿尔茨海默病（AD）模型,利用原代神经细胞培养技术、免疫印迹技术检测Aβ诱导后海马神经元自噬变化的规律。结果显示：Aβ处理后,海马神经元细胞自噬水平逐渐增高,2小时到达最高峰,然后逐渐降低。提示：自噬在AD的发病机制中起着重要作用。     

From Pingcheng to Luoyang-Substantiation of the climatic cause for capital relocation of the Beiwei Dynasty

Emperor Tuoba Hong1) of Beiwei relocated the capital from Pingcheng to Luoyang approximately 1500 years ago. Most historians speculate that his motivation was based on considerations of politics, economics, military, history, and Chinese culture. However, Sima Guang, a famous historian during the Song Dynasty, claimed 1000 years ago that cold climate was the cause of this historical event. In order to assess the credibility of Sima Guang's claim, this research examines related ancient documents and the recent frost data for a comparative study. It is found that the mean minimum temperature in Pingcheng during 479AD～509AD is estimated to be lower than present minimum temperature by 2.48 ℃.     

中国的传统染织纹样及其对日本染织纹样的影响

本文总结了中国与日本之间染织文化交流的历程和中国传统染织纹样的发展,分析了中国文化对日本染织纹样的影响,以及日本传统染织纹样异于中国的特点和日本风格的形成。作者认为:1.日本传统染织纹样在母题、形式、内涵和名称诸方面受到中国的影响极大;2.这种影响以唐代和宋元为甚,明代以后日本逐渐自成一家;3.被称为“和样意匠”的日本风染织纹样表现了日本独特的民族性和审美情趣,特别是日本人对色彩的特殊感觉和嗜好;4.主要是由于技术上的原因,日本在印染方面的成就高于织绣纹样方面的成就,中国则相反。     

Temporal and spatial variations in the Palmer Drought Severity Index over the past four centuries in arid, semiarid, and semihumid East Asia

Based on a database of 106 annually resolved tree-ring chronologies and 244 Palmer Drought Severity Index(PDSI)grid data,we attempted to reconstruct gridded spatial drought patterns in each year over the past four centuries in the arid,semiarid,and semihumid East Asia.The results showed that these regions mainly experienced drought events during the periods from AD 1601 to AD 1652,AD 1680 to AD 1718,AD 1779 to AD 1791,AD 1807 to AD 1824,AD 1846 to AD 1885,and AD 1961 to AD 1999.In the middle of the 16th century,severe droughts occurred mainly in North China;during the period from AD 1876 to AD 1878,droughts occurred in most parts of northern China;and from the 1920s to 1940s,catastrophic drought events spread across almost all of northern China and Mongolia.These historical drought events caused severe ecological and environmental problems and substantially affected the development of human society.In these regions,temperature and summer monsoon precipitation are the main factors influencing drought events.In western areas,PDSI and temperature exhibit a close relationship,whereas in eastern areas,summer monsoon rainfall is the dominant factor influencing variations in PDSI.     

东海内陆架泥质沉积Rb和Sr的地球化学及其古气候意义

通过对位于东海内陆架闽浙沿岸泥质沉积区北部的DD2孔进行AMS14C年龄测试和Rb,Sr含量测定,获得了近2ka的Rb/Sr比值(RRb/Sr)变化的高分辨率曲线。该曲线揭示出10次RRb/Sr低值时期,它们与历史时期中国温度下降有很好的对应关系,并印证了约990AD的降温事件。根据RRb/Sr的变化,基本认同竺可桢所界定的隋唐温暖期,并认为气候存在温暖-寒冷-温暖的波动,且其中的相对寒冷期为800-890AD。研究认为小冰期时间段为1480-1890AD,且由3个寒冷阶段构成,小冰期的最冷峰为约1520AD,1670AD,1780AD和1850AD。     

沼气厌氧消化过程影响因素研究进展

沼气厌氧消化过程涉及复杂微生物群落在厌氧环境下的协同作用,此过程中的因素变化会导致菌群结构发生改变,进而影响发酵系统的稳定性和效率。本文对影响厌氧发酵过程稳定和效率的因素进行了探讨,包括发酵温度、pH值、碳氮比、有机负荷、停留时间及营养元素等。认为厌氧发酵过程采用混合原料可以弥补单一原料发酵过程的养分不足和特定成分积累对发酵过程稳定性的影响;在发酵温度的选择上,要充分考虑能源输入/输出比,才能保证过程的经济性。     

What can false memory tell us about memory impairments in Alzheimer’s disease?

The range of memory impairments associated with Alzheimer’s disease (AD) has been a focus for psychological and clinical re-searchers for many years. In addition to investigations of AD patients’ veridical memory using traditional recognition memory tasks, a number of recent studies have focused on false memories to reveal the underlying causes of memory impairment in AD. Studies comparing illusory memories between AD patients and healthy older people have revealed various differences in memory deficits between the development of AD and the typical aging processes. Here, we review 3 types of memory illusions tested in AD patients: associative memory illusions, fluency-based false memories and source memory errors. By comparing AD patients with healthy older adults, we sought to analyze the mechanisms underlying AD-related memory impairments at different stages of memory processing, including encoding, retrieval and monitoring. This comparison revealed that AD patients exhibit an impaired ability to establish and utilize gist representations at the encoding stage and impairments in processing on the basis of familiarity and recollection at the retrieval stage. Consequently, patients with AD have access to less information when making memory judgments. As a result, they become more susceptible to the effects of item fluency, which can be manipulated during the retrieval stage. Furthermore, with impaired source memory monitoring abilities, the capacity of AD patients to suppress memory illusions is compromised. Based on these findings, we propose that the study of false memories constitute a critical tool for elucidating the memory impairments involved in AD. Further explorations of these memory impairments will have practical significance for the diagnosis and treatment of AD in the future.     

Segregation of a missense mutation in the amyloid precursor protein gene with familial Alzheimer's disease.

A locus segregating with familial Alzheimer's disease (AD) has been mapped to chromosome 21, close to the amyloid precursor protein (APP) gene. Recombinants between the APP gene and the AD locus have been reported which seemed to exclude it as the site of the mutation causing familial AD. But recent genetic analysis of a large number of AD families has demonstrated that the disease is heterogeneous. Families with late-onset AD do not show linkage to chromosome 21 markers. Some families with early-onset AD show linkage to chromosome 21 markers, but some do not. This has led to the suggestion that there is non-allelic genetic heterogeneity even within early onset familial AD. To avoid the problems that heterogeneity poses for genetic analysis, we have examined the cosegregation of AD and markers along the long arm of chromosome 21 in a single family with AD confirmed by autopsy. Here we demonstrate that in this kindred, which shows linkage to chromosome 21 markers, there is a point mutation in the APP gene. This mutation causes an amino-acid substitution (Val----Ile) close to the carboxy terminus of the beta-amyloid peptide. Screening other cases of familial AD revealed a second unrelated family in which this variant occurs. This suggests that some cases of AD could be caused by mutations in the APP gene.     

阿尔茨海默病致病基因突变相关的啮齿类动物和非人灵长类动物模型

摘要: 我国现有阿尔茨海默病( AD) 患者800 － 1000 万,患者数量随着人口老龄化逐年增加,目前尚无有效治疗或者逆转AD 的药物和方法。过去基于啮齿类动物模型筛选出的用于治疗AD 的药物在人体试验中均疗效差或有严重的副作用,这与啮齿类动物模型和AD 患者病理及行为特征差异大有直接关系。非人灵长类动物与人的大脑和神经系统高度相似,建立AD 非人灵长类动物模型意义重大。AD 病因复杂,但是致病基因突变是其已知的明确病因,应该重视利用基因修饰或者基因筛选等技术建立AD 非人灵长类动物模型。本文将着重介绍AD 致病基因突变相关的转基因小鼠模型和非人灵长类动物模型的特点和现状。     

Development in the research of molecular mechanism of Alzheimer’s disease

Alzheimer's disease (AD) is a kind of central nervous system disease. The cause of AD is unclear. It is found that the remarkable histopathological characters of AD are senile plaques and neurofibrillary tangles. β-amyloid plays an important role in the formation of senile plaques and the abnormal phosphorylation of Tau protein is the main reason of neurofibrillary tangles. Apolipoprotein E is correlated to AD' s access, and the third pathological character-AMY plaque perhaps represents a new cause of AD. Presenlin and proteinaceous infectious particles are also related with AD. A summary of molecular mechanism for AD and the development of research is presented.