EXPRESS: The Impact of Advertising Creative Strategy on Advertising Elasticity

This study provides a comprehensive assessment of the impact of Advertising Creative Strategy (ACS) on advertising elasticity, founded on an integrative framework which distinguishes between the Function (content) and the Form (execution) of an advertising creative. Function is evaluated using a three-dimensional representation of content (Experience, Affect, Cognition), whereas the representation of Form accounts for both executional elements and the use of creative templates. The distinction between Function and Form allows for the investigation of potential synergies between content and execution, previously unaccounted for in the literature. The ACS framework also facilitates the calculation of composite metrics that capture holistic aspects of the creative strategy, such as Focus, or the extent of the emphasis on a specific content dimension, and Variation i.e., changes in content and execution over time. The empirical application focuses on a Dynamic Linear Model analysis of 2251 television advertising creatives from 91 brands in 16 consumer packaged goods categories. The findings suggest that in terms of Function, experiential content has the biggest effect on elasticity, followed by cognitive and affective content. Function and Form produce synergies that can be leveraged by advertisers to increase returns. Finally, Focus, Variation and the use of templates increase advertising elasticity.

Discharge Energy as a Key Contributing Factor Determining Microgeometry of Aluminum Samples Created by Electrical Discharge Machining

The aim of this study is first to determine the effect of the discharge energy on the surface microgeometry of aluminum samples created by electrical discharge machining (EDM). Secondly, an additional purpose is to demonstrate the differences between the geometric multiscale methods: length-, area-scale, and curvature. Eleven samples were manufactured using discharge energies ranging from 0.486 mJ to 1389.18 mJ and, subsequently, measured with focus variation microscopy. Standard ISO and multiscale parameters were calculated and used for surface discrimination and regression analysis. The results of linear, logarithmic, and exponential regression analyses revealed a strong correlation (R2 > 0.9) between the geometrical features of the surface topography and the discharge energy. The approach presented in this paper shows that it is possible to shape surface microgeometry by changing the energy of electrical discharges, and these dependencies are visible in various scales of observation. The similarities of the results produced by curvature and length-scale methods were observed, despite the significant differences in the essence of those methods.

Focus variation technology as a tool for tissue surface characterization

The surface of tissue paper is relatively complex compared to other paper grades and consists of several overlapping structures like protruding fibres, crepe and fabric-based patterns at different spatial frequencies. The knowledge of tissue surface characteristics is crucial when it comes to improvement with respect to surface softness and the perceptual handfeel of tissue products. In this work we used the optical based, non-contact measurement principle of focus variation for surface characterization of dry-creped, textured and through air dried (TAD) tissue. Based on the three tissue grades, a procedure which includes the characterization of the whole tissue surface throughout different scales within one setup, was developed. Surprisingly, focus variation was rarely used in tissue-related research, as it provides robust and reliable 3D surface information which can be used for further areal surface analysis. Special attention was given to the preparation and discussion of the raw data up to the final analysis including several spatial filtering steps. Enhanced surface parameters like the developed interfacial area ratio (Sdr) and the power spectral density (PSD) were used to describe the surface adequately. The surface roughness of the three tissue grades was compared, with the textured tissue showing the highest roughness in Sdr and PSD analysis. Although both methods are based on different principles, a high correlation in terms of evaluated roughness is evident. Regular structures like crepe and patterns are obtainable as peaks at the respective frequency with a certain intensity in the PSD evaluation. Apart from topography in terms of structures and roughness, the wide field of view of the focus variation measurement also allows assessment of effects related to flocculation and sheet formation. The developed procedure could also be appropriate for other fibre based materials and/or fabrics, which are similar to tissue with respect to optical properties such as for example nonwovens. Graphic abstract

Resistance to fracture due to cyclic fatigue of stainless steel manual files and its association to surface roughness

The aim of this study was to evaluate the possible association between the roughness of 5 brands of stainless steel endodontic files and their resistance to fracture due to cyclic fatigue. The study included five different brands of stainless steel endodontic files: SybroEndo Triple-Flex Files (Kerr, Glendora, USA), Ready Steel K-Flexofile (Dentsply Sirona, Ballaigues, Switzerland), Mani Flexile Files (Mani, Tochigi- Ken, Japan), FKG K-Files (FKG, La Chaux-de-Fonds, Switzerland) and Zipperer Flexicut Files (VDW, Munich, Germany). Twelve files per brand (total 60 files) were evaluated. File surface roughness over an area (Sa) was quantified using a focus variation microscope. Then the files were subject to a cyclical fatigue test to determine the number cycles to fracture due to fatigue and length of fractured fragment. Finally, fractographic analysis was performed using a scanning electron microscope. The electropolished Ready Steel K-Flexofile® files had the highest roughness according to Sa parameters, though they also had the highest resistance to fracture due to cyclic fatigue and the longest fractured fragment. Moderate positive correlation was found between fractured fragment length and roughness. The fractured surface showed characteristics of ductile fracture with cracks and plastic deformation. The electropolished stainless steel Ready Steel K-Flexofile® files were the most resistant to fracture due to cyclic fatigue even though they had highest surface roughness.

Design of Industrial Standards for the Calibration of Optical Microscopes

One of the most important fields of study in material science is surface characterization. This topic is currently a field of growing interest as many functional properties depend on the surface texture. In this paper the authors, after a short a review of different methods for surface topography characterization and the determination of the traceability problems that arise in this type of measurements, propose four different designs of material standards that can be used to calibrate the most common optical measuring instruments used for these tasks, such as measuring microscopes, metallurgical microscopes, confocal microscopes, focus variation microscopes, etc. The authors consider that the use of this type of standards (or others similar to them) could provide a step forward in assuring metrological traceability for different metrological characteristics that enables a more precise measurement of surface features with optical measuring instruments. In addition, authors expect that this work could lay the groundwork for the development of custom standards with specialized features tuned to gain a better metrological control when measuring specific geometrical surface properties.

Application of Focus Variation Microscopy and Dissolution Imaging in Understanding the Behaviour of Hydrophilic Matrices

Hydrophilic matrix systems can be found in a wide range of extended release pharmaceutical formulations. The main principle of these systems is that upon contact with water, the hydrophilic component swells to form a hydrated gel layer which controls drug release. The following work demonstrates an explorative study into the use of dissolution imaging and focus variation microscopy with hydrophilic polymers. This study investigated the surface properties of xanthan gum (XG), polyethylene oxide (PEO), and hypromellose (hydroxypropyl methylcellulose, HPMC) compacts with each of these three hydrophilic polymers from one of each classification of natural, semi-synthetic, or synthetic polymer using a focus variation instrument. The auto correlation length (Sal) showed all surface profiles from the compacts displayed a value below 0.1 mm, indicating that only high frequency components (i.e., roughness) were considered and that the analysis had been successful. The developed interfacial area ratio (Sdr) displayed values below 5% in line with ISO guidelines for all the polymers studied with their texture aspect ratio values (Str) > 0.5, indicating uniformity of the surfaces of the produced compacts. Of the various parameters studied, areal material ratio (Smr2) predicted XG to wet and hydrate quicker than PEO, with PEO also wetting and hydrating quicker than the HPMC. The dissolution imaging and initial swelling studies proved to concur with the findings from the areal material ratio (Smr2) parameter, suggesting porosity was not an indicator for the ease with which water ingress occurs. This study suggests the Smr2 surface parameter to potentially predict wetting and initial hydration of hydrophilic polymers, however care should be taken as this study consists of a selected number of hydrophilic polymers.