Advertising

How it Was in Advertising: 1776-1976 ($6.95, paper, 110 pp.)

Vernon Fryburger, The New World of Advertising ($6.95, paper, 129 pp.)

William A. Robinson, 100 Best Sales Promotions (annual, $19.95, about 140 pp. each)

Herbert S. Gardner Jr. The Advertising Agency Business ($19.95, 211 pp.)

Jack Z. Sissors and E.R. Petray Advertising Media Planning ($12.95, 341 pp.)

Arthur Bellaire Controlling Your TV Commercial Costs ($19.95, 166 pp.)

Julie M. Moss '77 Ayer Public Relations and Publicity Style Book (Ayer Press, 210 West Washington Square, Philadelphia, Pa. 19106—$9.95)     

Public Identity and Collective Memory in U.S. Iconic Photography: The Image of "Accidental Napalm"

Thirty years after the fact, the Vietnam War continues to haunt the collective memory of the United States. One of the primary embodiments of that haunting is the image of a naked girl running down a road toward the camera, screaming in pain and terror from the napalm burns on her back and arms. The photograph, often dubbed “accidental napalm,” provides a complex construction of viewer response that was uniquely suited to the conditions of representation in the Vietnam era, while it reflects a continuing struggle within public culture since that time. In this essay, we offer a close reading of the photograph as a performance of public judgment, and we explore its subsequent history of appropriation. We argue that the photograph functions as a powerful emotional and inventional resource for animating moral deliberation and democratic dissent as it mediates the “stranger relationality” central to public engagement. At the same time, the image also motivates dominant narrative responses that reinscribe liberal ideology to inhibit collective memory and public accountability. This ambivalence in the circulation of the iconic image is grounded in fundamental affinities between photographic representation, public culture, and mass media.     

Physical activity and executive control: implications for increased cognitive health during older adulthood

Electrocortical and behavioral responses of low, moderate, and high physically active older adults were compared with a younger control group on neutral and incompatible conditions of a flankers task. Compared to younger adults, high and moderate active older adults exhibited increased event-related potentials component P3 amplitude for the incompatible condition at the frontal electrode site. For the neutral condition, only low active older adults exhibited decreased amplitude at the central-parietal site, compared to younger adults. P3 latency revealed the longest latencies for low active older adults, followed by moderate active, high active, and younger adults, respectively. Reaction time (RT) data revealed that younger adults exhibited faster RT compared to all three older groups. Results suggest that physical activity may improve executive control function in older adults by affecting the distribution of P3 amplitude, which has been related to memory and attentional processes, and by decreasing P3 latency, which relates to the speed of cognitive processing.     

Estimation of thigh muscle and adipose tissue volume using magnetic resonance imaging and anthropometry

Thigh muscle volume is a useful determinant of functional fitness. However, anthropometric prediction of muscle content is influenced by the variability of adipose tissue accumulation. The aims of this study were to predict thigh muscle and adipose tissue volumes from anthropometry and to assess the validity of the method by examining the various components of the measurements and the assumptions involved. The 19 participants (9 men, 10 women; age 23-49 years) varied in adiposity. They all underwent magnetic resonance imaging (MRI) of the upper leg and the eight men and two women with the lowest adiposity underwent detailed anthropometry involving girths and skinfolds. Using MRI as the reference method, muscle volume was predictedfrom anthropometry using a circular concentric model, and the assumptions inherent in the method were tested further using the MRI data alone. Muscle volume was best predicted by anthropometry in the 10 leanest participants using a five-slice truncated cone model that overestimated the mean MRI value by 30% (R2 = 0.95; standard error of estimate = 288 cm3; P < 0.001). A single skinfold plus girth measurement at the mid-thigh almost matched its predictive ability, but with an increased bias. Measurements of leg circumference by means of the two techniques agreed well. The assumption of a circular cross-section was valid. In contrast, the agreement between skinfold thickness measured by caliper and superficial adipose tissue thickness by MRI was poor, contributing to the scatter of fat and lean area comparisons. An anterior skinfold thickness measurement underestimated the area of superficial adipose tissue at that level, particularly at the most proximal and distal sites. Although these limitations increase the uncertainties of muscle volume determination by anthropometry, they do not prevent its valid prediction in leaner individuals. The prediction of superficial adipose tissue was poorer.     

Science and cycling: current knowledge and future directions for research

In this holistic review of cycling science, the objectives are: (1) to identify the various human and environmental factors that influence cycling power output and velocity; (2) to discuss, with the aid of a schematic model, the often complex interrelationships between these factors; and (3) to suggest future directions for research to help clarify how cycling performance can be optimized, given different race disciplines, environments and riders. Most successful cyclists, irrespective of the race discipline, have a high maximal aerobic power output measured from an incremental test, and an ability to work at relatively high power outputs for long periods. The relationship between these characteristics and inherent physiological factors such as muscle capilliarization and muscle fibre type is complicated by inter-individual differences in selecting cadence for different race conditions. More research is needed on high-class professional riders, since they probably represent the pinnacle of natural selection for, and physiological adaptation to, endurance exercise. Recent advances in mathematical modelling and bicycle-mounted strain gauges, which can measure power directly in races, are starting to help unravel the interrelationships between the various resistive forces on the bicycle (e.g. air and rolling resistance, gravity). Interventions on rider position to optimize aerodynamics should also consider the impact on power output of the rider. All-terrain bicycle (ATB) racing is a neglected discipline in terms of the characterization of power outputs in race conditions and the modelling of the effects of the different design of bicycle frame and components on the magnitude of resistive forces. A direct application of mathematical models of cycling velocity has been in identifying optimal pacing strategies for different race conditions. Such data should, nevertheless, be considered alongside physiological optimization of power output in a race. An even distribution of power output is both physiologically and biophysically optimal for longer ( > 4 km) time-trials held in conditions of unvarying wind and gradient. For shorter races (e.g. a 1 km time-trial), an 'all out' effort from the start is advised to 'save' time during the initial phase that contributes most to total race time and to optimize the contribution of kinetic energy to race velocity. From a biophysical standpoint, the optimum pacing strategy for road time-trials may involve increasing power in headwinds and uphill sections and decreasing power in tailwinds and when travelling downhill. More research, using models and direct power measurement, is needed to elucidate fully how much such a pacing strategy might save time in a real race and how much a variable power output can be tolerated by a rider. The cyclist's diet is a multifactorial issue in itself and many researchers have tried to examine aspects of cycling nutrition (e.g. timing, amount, composition) in isolation. Only recently have researchers attempted to analyse interrelationships between dietary factors (e.g. the link between pre-race and in-race dietary effects on performance). The thermal environment is a mediating factor in choice of diet, since there may be competing interests of replacing lost fluid and depleted glycogen during and after a race. Given the prevalence of stage racing in professional cycling, more research into the influence of nutrition on repeated bouts of exercise performance and training is required.     

The influence of gender-related beliefs and conceptions of ability on women learning the hockey wrist shot

The purpose of this study was to determine the influence of beliefs about gender appropriateness and conceptions of ability on perceived and actual competene and patterns of behavior during practice of the hockey wrist shot. Sixty-eight undergraduate women formed four treatment conditions based on their beliefs about gender appropriateness and conceptions of ability. Four teachers taught across the treatment conditions for a total of 16 learning groups. Data were collected through a three-part questionnaire and from audio-video taping of the entire episode to ascertain the paticipants' competency beliefs, effort, and performance. Gender appropriateness impacted the participants' perceptions of competence and actual performance in the study, while beliefs about conceptions of ability did not produce a significant difference. This study reaffirms that educators must work diligently to combat the stereotypical beliefs many hold with respect to the gender appropriateness of physical activities.