This book presents a comprehensive account of the use and effects of foreign languages in advertising. Based on consumer culture positioning strategies in marketing, three language strategies are presented: foreign language display to express foreignness, English to highlight globalness, and local language to appeal to ethnicity (for instance, Spanish for Hispanics in the USA). The book takes a multidisciplinary approach, integrating insights from both marketing and linguistics, presenting both theoretical perspectives (e.g., Communication Accommodation Theory, Conceptual Feature Model, Country-of-origin effect, Markedness Model, Revised Hierarchical Model) and empirical evidence from content analyses and experimental studies. The authors demonstrate that three concepts are key to understanding foreign languages in advertising: language attitudes, language-product congruence, and comprehension. The book will appeal to students and researchers in the fields of sociolinguistics, applied linguistics, psycholinguistics, marketing and advertising.
This book presents a comprehensive account of the use and effects of foreign languages in advertising. Based on consumer culture positioning strategies in marketing, three language strategies are presented: foreign language display to express foreignness, English to highlight globalness, and local language to appeal to ethnicity (for instance, Spanish for Hispanics in the USA). The book takes a multidisciplinary approach, integrating insights from both marketing and linguistics, presenting both theoretical perspectives (e.g., Communication Accommodation Theory, Conceptual Feature Model, Country-of-origin effect, Markedness Model, Revised Hierarchical Model) and empirical evidence from content analyses and experimental studies. The authors demonstrate that three concepts are key to understanding foreign languages in advertising: language attitudes, language-product congruence, and comprehension. The book will appeal to students and researchers in the fields of sociolinguistics, applied linguistics, psycholinguistics, marketing and advertising.
Bottom Line Information to Effectively Diagnose DisordersThe diagnosis, management, and clinical testing associated with old, traditional, and new endocrine disorders have seen numerous advances during the past 10 years since the publication of the previous edition of this bestselling resource. Updating its classic predecessor in content and format
Supramolecular chemistry has become not only a major field of chemistry, but is also a vivid interface between chemistry, biology, physics, and materials science. Although still a relatively young field, termini such as molecular recognition, host-guest chemistry, or self-assembly are now common knowledge even for chemistry students, and research has already been honored with a Nobel Prize. This first book on supramolecular organometallic chemistry combines two areas in chemistry that are experiencing the fastest developments. It provides a comprehensive review of various organometallic assemblies, arranged according to the types of intermolecular bonding. Details on the synthesis, structures, and properties of these compounds will be a valuable asset to the scientific community. The broad spectrum of assemblies containing main group element, transition metal, or f-element metal and a diverse range of ligands, held together by different bonding interactions make this a fascinating compilation. Illustrated extensively, this book is a very easily accessible, yet wide-ranging source of information.
Dikötter writes accessible history and has won the prestigious BBC Samuel Johnson Prize for his book Mao's Great Famine. The author shows how and why notions of 'race' became so widespread in China, now updated to include the continuation of this trend into the twenty-first century. He examines how Western notions of scientific racism have played out in China.
This book is a study of a topic that is both extremely important and highly sensitive: how the Chinese have viewed other ethnic groups across time. The issue of racial differences constitutes a highly marked and oblique discourse in modern China. This is the first book to analyse that shielded rhetoric directly.
Through seven successful editions, Sabiston & Spencer Surgery of the Chest has set the standard in cardiothoracic surgery references. Now, the new 8th Edition, edited by Frank W. Sellke, MD, Pedro J. del Nido, MD, and Scott J. Swanson, MD, carries on this tradition with updated coverage of today's essential clinical knowledge from leaders worldwide. Guidance divided into three major sections—Adult Cardiac Surgery, Congenital Heart Surgery, and Thoracic Surgery—lets you quickly find what you need, while new and revised chapters reflect all of the important changes within this rapidly evolving specialty. Expert Consult functionality—new to this edition—enables you to access the complete contents of the 2-volume set from anyplace with an Internet connection for convenient consultation where and when you need it. This is an ideal source for mastering all of the most important current knowledge and techniques in cardiac and thoracic surgery—whether for specialty board review or day-to-day practice. Features short, focused chapters that help you find exactly what you need. Presents the work of international contributors who offer a global view of the entire specialty. Covers thoracic surgery as well as adult and pediatric cardiac surgery for a practical and powerful single source. Includes nearly 1,100 illustrations that help to clarify key concepts. Features online access to the complete contents of the 2-volume text at expertconsult.com for convenient anytime, anywhere reference. Covers the hottest topics shaping today's practice, including the latest theory and surgical techniques for mitral valve disease, advances in the treatment of congenital heart disease, minimally invasive surgical approaches to the treatment of adult and congenital cardiac disease and thoracic disease, stent grafting for aortic disease, and cell-based therapies. Your purchase entitles you to access the web site until the next edition is published, or until the current edition is no longer offered for sale by Elsevier, whichever occurs first. Elsevier reserves the right to offer a suitable replacement product (such as a downloadable or CD-ROM-based electronic version) should access to the web site be discontinued.
The only text to cover the full range of adult cardiac, thoracic, and pediatric chest surgery, Sabiston and Spencer Surgery of the Chest provides unparalleled guidance in a single, two-volume resource. This gold standard reference, edited by Drs. Frank Sellke, Pedro del Nido, and Scott Swanson, covers today’s most important knowledge and techniques in cardiac and thoracic surgery—the information you need for specialty board review and for day-to-day surgical practice. Meticulously organized so that you can quickly find expert information on open and endoscopic surgical techniques, this 10th Edition is an essential resource not only for all cardiothoracic surgeons, but also for physicians, residents, and students concerned with diseases of the chest. Features short, focused chapters divided into three major sections: Adult Cardiac Surgery, Pediatric Cardiac Surgery, and Thoracic Surgery. Presents the knowledge and expertise of global experts who provide a comprehensive view of the entire specialty. Provides full-color coverage throughout, helping you visualize challenging surgical techniques and procedures and navigate the text efficiently. Includes new chapters on dissection complications and percutaneous treatment of mitral and tricuspid valve disease. Offers extensively revised or rewritten chapters on surgical revascularization, acute dissection, vascular physiology, the latest innovations in minimally invasive cardiothoracic surgery and percutaneous devices, the molecular biology of thoracic malignancy, robotics in chest surgery, congenital valve reconstructions, novel hybrid procedures in pediatric cardiac surgery, and 3D visualization of cardiac anatomy for surgical procedure planning. Keeps you up to date with the latest developments in cardiothoracic imaging and diagnosis. Provides access to more than 30 surgical videos online, and features new figures, tables, and illustrations throughout.
Multiple sclerosis (MS) is a life-long chronic disease diagnosed primarily in young adults. During an MS attack, inflammation occurs in areas of the white matter of the central nervous system (nerve fibres that are the site of MS lesions) in random patches called plaques. This process is followed by destruction of myelin, which insulates nerve cell fibres in the brain and spinal cord. Myelin facilitates the smooth, high-speed transmission of electrochemical messages between the brain, the spinal cord, and the rest of the body. The initial symptom of MS is often blurred or double vision, red-green colour distortion, or even blindness in one eye. Most MS patients experience muscle weakness in their extremities and difficulty with co-ordination and balance. Most people with MS also exhibit paresthesias, transitory abnormal sensory feeling such as numbness or pins and needles. Some may experience pain or loss of feeling. About half of people with MS experience cognitive impairments such as difficulties with concentration, attention, memory, and judgement. This volume presents leading research from around the globe.
This graduate-level community nutrition textbook presents a conceptual framework for understanding the course of health and disease and matching community nutrition or applied nutrition epidemiology to the model.
Get comprehensive, practical coverage of both surgical and non-surgical treatment approaches from the world’s most trusted authorities in spine surgery and care. Rothman-Simeone and Herkowitz’s The Spine, 7th Edition, edited by Drs. Steven R. Garfin, Frank J. Eismont, Gordon R. Bell, Jeffrey S. Fischgrund, and Christopher M. Bono, presents state-of-the-art techniques helping you apply today’s newest developments in your practice. Highlights critical information through the use of pearls, pitfalls, and key points throughout the text, as well as more than 2,300 full-color photographs and illustrations. Offers a newly revised, streamlined format that makes it easier than ever to find the information you need. Contains new chapters on the clinical relevance of finite element modeling and SI joint surgery. Includes an expanded section on minimally invasive spine surgery, including recent developments and future directions. Provides the latest evidence-based research from high-quality studies, including new randomized controlled trials for lumbar stenosis, surgery, fusion, and injections. Presents the knowledge and expertise of new international contributors, as well as new editorial leadership from Dr. Steven Garfin.
In FY 2007, domestic and foreign co. received over $75 billion from the sale of oil and gas produced from fed. lands and waters. These co. paid the fed. gov¿t. $9 billion in royalties for this dev¿t. The gov¿t. also collects other revenues, and the sum of all revenues received is referred to as the ¿gov¿t. take (GT).¿ The terms and conditions under which the gov¿t. collects these revenues are referred to as the ¿oil and gas fiscal system (OGFS).¿ This report: (1) evaluates GT and the attractiveness for investors of the fed. oil and gas fiscal system; (2) evaluates how the absence of flexibility in this system has led to large foregone revenues; and (3) assesses what has been done to monitor the performance and appropriateness of the OGFS. Illustrations.
Good,No Highlights,No Markup,all pages are intact, Slight Shelfwear,may have the corners slightly dented, may have slight color changes/slightly damaged spine.
For complete, authoritative coverage of every aspect of thoracic and cardiac surgery, turn to the unparalleled guidance found in Sabiston and Spencer Surgery of the Chest, 9th Edition. Now in full-color for the first time, Drs. Frank W. Sellke, Pedro J. del Nido, and Scott J. Swanson’s standard-setting set is meticulously organized so that you can quickly find expert information on open and endoscopic surgical techniques performed in the operating room. With its comprehensive coverage of thoracic as well as adult and pediatric cardiac surgery, this 9th Edition is an essential resource not only for all thoracic surgeons, but also for physicians, residents, and students concerned with diseases of the chest. Find what you need quickly with short, focused chapters divided into three major sections: Adult Cardiac Surgery, Pediatric Cardiac Surgery, and Thoracic Surgery. Benefit from the knowledge and expertise of global experts who provide a comprehensive view of the entire specialty. Master all of the most important current knowledge and techniques in cardiac and thoracic surgery—whether for specialty board review or day-to-day surgical practice. Visualize challenging surgical techniques and procedures and navigate the text more efficiently thanks to an all-new, full-color design. Stay up to date with revised or all-new chapters including Critical Care for War-related Thoracic Surgery; Neuromonitoring and Neurodevelopment Outcomes in Congenital Heart Surgery; and Quality Improvement: Surgical Performance. Keep abreast of cutting-edge topics such as endovascular stenting and cell-based therapies, as well as the latest innovations in imaging and diagnosis, minimally invasive cardiothoracic surgery, and percutaneous devices. Sharpen your surgical skills with access to 21 procedural videos online, including 3 new videos covering Surgical Technique-VATS Sympathetic Block; Open pneumothorax; and Extent II repair of thoracoabdominal aortic aneurysm.
Management Control Systems helps students to develop the insight and analytical skills required of today's managers. Students uncover how real-world managers design, implement and use planning and control systems to implement business strategies. The first European edition is specifically aimed at an international audience and it has been thoroughly updated to include the latest developments in the field.
Cognitive Psychology is a brand new textbook by Ken Gilhooly, Fiona Lyddy & Frank Pollick. Based on a multidisciplinary approach, the book encourages students to make the connections between cognition, cognitive neuroscience and behaviour. The book provides an up-to-date, accessible introduction to the subject, showing students the relevance of cognitive psychology through a range of examples, applications and international research. Recent work from neuroscience is integrated throughout the book, and coverage is given to rapidly-developing topics, such as emotion and cognition. Cognitive Psychology is designed to provide an accessible and engaging introduction to Cognitive Psychology for 1st and 2nd year undergraduate students. It takes an international approach with an emphasis on research, methodology and application.
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