The Art of Luxury: Sealy Brand Personality Identification

Sealy is one of luxury mattress brands in the global market that since 2013 strives to have a successful business in the Indonesia luxury mattress market. In Indonesia, Sealy competes directly with many top collection models from several other international mattress brands. To face the competition, Sealy needs brand personality. This research aims to identify Sealy's brand personality, which can be used as a guideline for the company when setting up its marketing communication plan. This research's methods are qualitative, and as desk research, the unit analysis are both product-related and non-product-related characteristics of Sealy that called drivers. This research constructs a category based on 42 traits, 15 facets, and 5 dimensions of Aaker’s brand personality framework to analyze Sealy's specific brand drivers. The result is that Sealy main personalities are leader and upper class from competence and sophistication dimensions.

Estimates of persistent inward currents in tibialis anterior motor units during standing ramped contraction tasks in humans

Persistent inward currents (PICs) play an essential role in setting motor neuron gain and shaping motor unit firing patterns. Estimates of PICs in humans can be made using the paired motor unit analysis technique, which quantifies the difference in discharge rate of a lower-threshold motor unit at the recruitment onset and offset of a higher-threshold motor unit (∆F). Because PICs are highly dependent on the level of neuromodulatory drive, ∆F represents an estimate of level of neuromodulation at the level of the spinal cord. Most of the estimates of ∆F are performed under constrained, isometric, seated conditions. In the present study, we used high-density surface EMG arrays to discriminate motor unit firing patterns during isometric seated conditions with torque or EMG visual feedback and during unconstrained standing anterior-to-posterior movements with RMS EMG visual feedback. We were able to apply the paired motor unit analysis technique to the decomposed motor units in each of the three conditions. We hypothesized that ∆F would be higher during unconstrained standing anterior-to-posterior movements compared to the seated conditions, reflecting an increase in the synaptic input to MNs drive while standing. In agreement with previous work, we found that there was no evidence of a difference in ∆F between the seated and standing postures, although slight differences in the initial and peak discharge rates were observed. Taken together, our results suggest that both the standing and seated postures are likely not sufficiently different--both being "upright" postures--to result in large changes in neuromodulatory drive.

An Analysis on Forms and Functions of Code-Switching and Code-Mixing Used in Drama Performance

The study was conducted in order to describe the forms and the functions of code-switching and code-mixing in drama performance of ALE of the students of ICP batch 2017. The study was descriptive qualitative research. The data are collected by observation and documentation in the drama performance in Art and Language Exhibition ‘Prahara Ing Argabelah’. The finding shows that 24 unit analysis of code-switching found 6 used tag-switching, 15 used inter-sentential switching, and 3 used intra-sentential switching. Furthermore, 27 unit analysis of code-mixing performed 21 intra-sentential code mixing, 5 intra-lexical code mixing, and 1 involving a change of pronunciation. Then, from 24 unit analysis of code-switching, the researcher found six functions in the drama conversation. There are 6 addressee specifications, 2 repetitions, 7 interjections, 1 message qualification, 2 personalization and objectivizations, and 6 facilities of expression. Moreover, the researcher just found 3 functions from 27 unit analysis of code-mixing. There are 1 repetition, 2 message qualifications, and 24 facilities of expression.

Financing of public sports and leisure policies by Ceará municipalities

This descriptive and exploratory study has aimed to assess the participation of municipalities from Ceará in the financing of sport and leisure public policies through a unit analysis of expenditure in the Sport and Leisure Function (SLF). The period of analysis refers to the ten first years during which information has been made available on the Brazilian Public Sector Accounting and Fiscal Information System, from the National Treasure Department, from 2002 to 2011. Municipalities from Ceará don’t prefer inaction and present high adhesion to the sport and leisure agenda. Results of CP4 and TU3 indicate a strong expansion on expenditures in higher levels of urbanization and population class. Throughout the period, expenses in SLF have increased in a quite significant manner.

Single Unit Analysis and Wide-Field Imaging Reveal Alterations in Excitatory and Inhibitory Neurons in Glioma

Several studies have attributed the development of tumor-associated seizures to an excitatory-inhibitory imbalance, highlighting the importance of resolving the spatiotemporal interplay of different neuronal populations within the peritumoral microenvironment. We combined methods for microelectrode array recordings and single unit analysis during ictal events with wide-field optical mapping of pyramidal neurons in an ex vivo acute slice model of diffusely infiltrating glioma in Thy1-GCaMP6f mice. This approach allowed for characterization of excitatory and inhibitory populations across an extended peritumoral cortical region. As expected, measures of excitability were increased in tumor-bearing slices compared to control. This was accompanied by marked functional alterations in single units classified as fast-spiking interneurons, including reduced firing, altered timing with respect to excitatory firing, and deficits in surround inhibition. Inhibiting mTOR with AZD8055 reversed these glioma-induced changes to excitatory and inhibitory neuronal populations, suggesting a prominent role for functional mechanisms linked to mTOR activation.