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The article presents an analysis of the importance of logotype in an advertisement. An experiment was done by the Philips company in the Netherlands. Philips set up a split-run test with two identical advertisements, each with a different logotype. The study found that the well-known brand name got four times more "action" scores, two-and-a-half times the score on aided recall measurement, and a rating five times higher on unaided recall as the alternative advertisement. In a similar experiment, an advertisement was sent out as a direct-mail survey with the advertisers name and logotype blocked out. Most consumers were still able to correctly identify the advertiser. [ABSTRACT FROM AUTHOR]

This paper focuses on 119 logotypes that are depicted on European football club kits. The football clubs were selected based on their participation in the first two rounds of the UEFA Champions League competitions and in specific in its first two rounds covering a period of time from 1993 to 2010. Our research interest focuses on the significance of ideological loading in terms of the codes occurring in team logos as symbols of collective identities. Our view was, firstly, that logotypes have absorbed and internalized values and stereotypes from the wider social sphere (paradigmatic axis) and, secondly, that there is a common structuring of logos in terms of codes (syntagmatic axis). Our research is based on socio-semiotic methodology, which is not confined to a formalistic approach of texts, but scrutinizes them as an integral part of a material, socio-economic and political context. The analysis led to a series of important data referring to the structuring of team logos as well as to how these logos are related. [ABSTRACT FROM PUBLISHER]

Textbooks are required in most introductory college science courses, but students may not be benefitting from the textbooks as much as their instructors might hope. Word use in the textbooks may influence textbook effectiveness. I tested whether either the amount of technical vocabulary or the readability had a significant effect on students' ability to learn general biology concepts. I provided different versions of the same reading, then tested students on the content. On the topic with the lowest overall post-reading quiz scores, students who received readings with less technical vocabulary outperformed their peers (P = 0.03). Textbooks did not appear to be an important source of learning for students in this study; fewer than half the students reported that they were reading the assigned chapters near the start of the semester, and this number declined sharply. Students had difficulty correctly answering questions immediately after reading brief selections, indicating a low level of comprehension. Changes in textbooks and teaching strategies may improve student learning and reading compliance. [ABSTRACT FROM AUTHOR]

Augmented reality (AR) is the concept of inserting virtual objects into real scenes. Often, augmentations are aligned with rigid planar objects in the scene. However, a more difficult task is to align non-rigid augmentations with flexible objects like cloth. To address this problem, we present a method to perform real-time flexible augmentations on cloth. Our method involves sparse cloth-tracking in video images using a new vision-based marker system with temporal coherence. We include an image-based method to automatically acquire real world illumination and shadows from the input frame. Non-rigid augmentations are achieved by rendering a textured 2D mesh aligned with the cloth surface, and combining the illumination result. The ability to perform realistic augmentations on cloth leads to applications in fashion, advertising, home decor and entertainment. We demonstrate our cloth augmentations with an application to interactively design T-shirts by demonstrating different virtual logos on a physical shirt in real-time. [ABSTRACT FROM AUTHOR]