The hybrid split ad technique and onsite rewards

With a ‘split ad’, information is presented as two distinct parts, such as when two short commercials for a given brand are separated by other television content. Two studies are presented in this paper which demonstrate the advantages of an emerging form of the split ad strategy, which is termed the ‘hybrid split ad’ technique. Using this approach, a message typically begins in a traditional medium and then concludes at a website. In Experiment 1, the hybrid split ad technique is shown to enhance attitudes towards an advertised product by increasing the perceived importance of favourable attributes provided at the website. Experiment 2 replicates this finding and also addresses an issue of managerial importance, namely, how to motivate consumers to pursue the second (web‐based) portion of the ad. Offering consumers an incentive at the website is useful in this regard, provided that the incentive is small enough not to undermine the positive effects of the hybrid split ad.     

The Unsettled German Discussions of Justification: Abiding Differences and Ecumenical Blessings

Abstract :  This essay provides an analysis of The Joint Declaration on the Doctrine of Justification . It argues that the future of ecumenism demands greater attention to doctrinal differences than was evident after 1980 in much of the Roman‐Lutheran dialogue on justification, especially as it unfolded in Germany.     

Missing what was true: Problems of seeing and knowing in Henry James's The wings of the dove

The author examines a central theme in this late novel by Henry James in relation to current psychoanalytic ideas that link the Oedipus complex with the child's developing perception of reality (both psychic and external), specifi cally through the experience of seeing and being seen. Britton visualises the oedipal triangle as a psychic structure through which the child may achieve recognition not only of its parents' sexual relationship, from which it is excluded, but also of itself being observed by one parent while the child is with the other. Thus, it both observes and is observed. The differing perspectives achieved‐of subjectivity and objectivity‐ promote the perception of objective reality, as the world of relationships grows and becomes more complex. James captures with great subtlety and penetration the experience of three characters living out a symbolic oedipal relationship in which the truth is evaded or perverted. A young couple in love exploit the situation of a dying heiress whose vulnerability is intensifi ed by her reluctance to acknowledge the truth about their relationship. At the same time, she shrinks from the gaze of others and consigns herself to isolation and ultimate despair. The author presents three signifi cant scenes in which seeing and being seen are central to the development. In each, the dying woman is forced to face, if momentarily, her exclusion from the sexual relationship. Increasingly this connects with her approaching death‐but also with the anguished recognition that the couple have cruelly befriended her only to betray her. It is suggested that James's late style and novelistic technique require the reader to tolerate confusion and uncertainty. As the perspective shifts from one protagonist to another, we ourselves are in danger of ‘missing what is true’ in this characteristic Jamesian scenario, where relationships are gradually perverted by manipulation, evasion and lies. In psychoanalytic theory, this would represent a failure to work through the oedipal situation, where the struggle of the child to face reality is met by a parental relationship that is too weak or too perverse to contain the pain and confl ict.     

The four antinomies of the death instinct1

Matte Blanco examines four paradoxical positions that arise out of Freud's writings on the death instinct. He notes that death is not a content known to the unconscious. Furthermore, the absence of time and space in the unconscious means that the conditions necessary for any process such as instinct are similarly absent. Matte Blanco demonstrates the way in which the antinomies that he explores can be explained in terms of the logics that obtain in the unconscious, and he suggests that the concept of the death instinct is one of the most profound expressions of the relationship between the modes that underlie conscious and unconscious logic.     

Los Degradados: Out,down, dead: Transmitted and inflicted trauma as encountered in the analysis of a 6‐year‐old girl1

The author presents the analysis of a precocious traumatized little girl, which reveals the ways in which historical trauma is transmitted and intrafamilial trauma is both disguised and represented. The play as it evolves is seen to simultaneously communicate what the child struggles with and to resolutely try to hide what has actually happened. Analyst and child together participate in play which utilizes displacement, enactment and interactive enactment, the latter play mode being the very hallmark of profound traumatic experience. Carlotta, the child, helps the analyst to follow her quest for meaning making even as the interaction between them adheres to and departs from the deepening pentimenti of traumatic experience, which needs to be unraveled and reconstructed in order that her own developmental progression can be rejoined. The analysis facilitates Carlotta's capacity to play in a more unfettered fashion and to assist her family's recovery as well.     

Variations on the concept of traumatism: Traumatism,traumatic, trauma1

In this paper, the author outlines Freud's fundamental hypotheses concerning the concept of traumatism, then goes on to differentiate three notions (French being a particularly apposite language for such a venture): ‘traumatism’, ‘traumatic’ (in a substantive sense) and ‘trauma’. These three terms correspond to the three turning points in Freud's theory with respect to the concept of traumatism (1895‐97, 1920, 1938). The author evokes also the developments that are due to Ferenczi, particularly in his later writings (1928‐33), where he defi ned and discussed the question of ‘trauma’ in contemporary clinical practice; the author goes on to explore the different variations on this theme as regards mental functioning. He then defi nes, from a metapsychological point of view, the differences between ‘traumatisms’ that have been ‘worked over by secondary processes’, organised and governed by the pleasure‐unpleasure principle (‘traumatism’) and ‘early’ or ‘primary traumatisms’, which interfere with the process of binding the instinctual drives (‘trauma’); states of mind infl uenced by a traumatic imprint (‘traumatic’) are looked upon as belonging to both categories of the above mentioned traumatisms. The author illustrates his hypotheses with a clinical example.     

Identity styles and causality orientations: in search of the motivational underpinnings of the identity exploration process

This study examines relationships between constructs based on two perspectives on the development of self‐governance, namely Self‐Determination Theory (SDT; Deci & Ryan, 2000) and Berzonsky's (1990) identity style model. Theoretically predictable relationships are found between the three causality orientations defined by SDT (autonomous, controlled, and impersonal) and the three identity styles proposed by Berzonsky (informational, normative, diffuse–avoidant) in a sample of Belgian late adolescents. An autonomous causality orientation is positively related to an informational identity style and negatively related to a diffuse–avoidant style. A controlled orientation is positively associated with a normative identity style, and an impersonal orientation is positively related to a diffuse–avoidant identity style. Participants' gender does not moderate these relationships. The findings suggest that the causality orientations late adolescents employ may play an important role in how actively and thoroughly they explore identity‐relevant issues. Copyright © 2005 John Wiley & Sons, Ltd.     

终末期癌症病人诊治中的心理特征与人文关怀

在诊治终末期癌症病人过程中不仅要关心他们的躯体方面,更要关心他们的心理方面,在诊治过程中要根据他们的独特的心理特征来进行人文心理关怀,维持生命质量和保证他们应有的人格尊严.     

重塑中医魂--《中医初学者的困惑》之解读

结合大学中医生切身体会,解读面临的诸多困惑,分析产生困惑的原因及危害,并从宣传、教改、临床带教诸方面提出建议.     

《史记》对汉初人口状况的记载分析

《史记·高祖功臣侯者年表》序中的“汉兴……户口可得而数者十二三”这句话,是关于汉初人口状况的最早记载。对这句话的不同理解,影响到人们对汉初人口数量及其他相关历史问题的看法。学界对于这句话有着多种理解。本文认为司马迁此语,应当仅是针对汉初朝廷直接控制区内的户口而言,当时占去最富庶的东、南半壁江山的诸侯王国,是被排除在外的。