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AISAS 모델 기반의 중국 숏폼 (short-form) 비디오 광고 연구
차이창 ( Cai¸ Chang ),이동훈 ( Lee¸ Dong-hun ) 커뮤니케이션디자인학회 2021 커뮤니케이션 디자인학연구 Vol.76 No.-
숏폼 비디오는 신흥 미디어 형식으로 최근 급속한 발전을 통해 e커머스 시장의 주요 플랫폼으로 성장하고 있으며 영상에 담긴 광고는 이미 숏폼 비디오 경제의 중요한 부분이 되었다. 본 논문에서는 중국 숏폼 비디오의 발전과정과 경제규모를 살펴보고, 숏폼 비디오 광고의 주요한 형식인 네이티브 광고를 연구 대상으로 삼아 전파규칙, 서사전략, 정보 공감, 상황 확장 등 4가지 측면에서 중국 숏폼 비디오의 매체 특징을 분석하였다. 인터넷쇼핑몰 구매행위 기반으로 한 AISAS 모델 연구는 인지, 흥미, 검색, 구매, 공유 5가지 차원에서 사례 분석을 통해 중국 숏폼 비디오 광고에 대한 특징과 사회적 영향을 정리함으로써 숏폼 비디오 광고 창작에 더욱 많은 이론적 참고를 제공하고자 한다. As an emerging Media form, short-form videos has developed rapidly in recent year. Short-form video advertisement has become an important part of short-form video economy. The development process and economic scale of the Chinese short-form video was introduced in this paper. The media features in the four aspects of transmission rules, narration strategy, information resonance and scenario expansion of the Chinese short form videos was analyzed and summarized. The characteristic and social influence for the Chinese short-form video advertisement was summarized with native ads in the Chinese short-form video ads as the main research object based on the AISAS model focusing on network shopping behavior research from five dimensions such as Attention, Interest, Search, Action, Share through case study, thus providing more theoretical references for short-form video ads creation.
The elastoplastic formulation of polygonal element method based on triangular finite meshes
Cai, Yong-Chang,Zhu, He-Hua,Guo, Sheng-Yong Techno-Press 2008 Structural Engineering and Mechanics, An Int'l Jou Vol.30 No.1
A small strain and elastoplastic formulation of Polygonal Element Method (PEM) is developed for efficient analysis of elastoplastic solids. In this work, the polygonal elements are constructed based on traditional triangular finite meshes. The construction method of polygonal mesh can directly utilize the sophisticated triangularization algorithm and reduce the difficulty in generating polygonal elements. The Wachspress rational finite element basis function is used to construct the approximations of polygonal elements. The incremental variational form and a von Mises type model are used for non-linear elastoplastic analysis. Several small strain elastoplastic numerical examples are presented to verify the advantages and the accuracy of the numerical formulation.
Oleanolic Acid Inhibits Neuronal Pyroptosis in Ischaemic Stroke by Inhibiting miR-186-5p Expression
Shi-Chang Cai,Xiu-Ping Li,Xing Li,Gen-Yun Tang,Li-Ming Yi,Xiang-Shang Hu 한국뇌신경과학회 2021 Experimental Neurobiology Vol.30 No.6
Ischaemic stroke is a common condition leading to human disability and death. Previous studies have shown that oleanolic acid (OA) ameliorates oxidative injury and cerebral ischaemic damage, and miR-186-5p is verified to be elevated in serum from ischaemic stroke patients. Herein, we investigated whether OA regulates miR-186-5p expression to control neuroglobin (Ngb) levels, thereby inhibiting neuronal pyroptosis in ischaemic stroke. Three concentrations of OA (0.5, 2, or 8 μM) were added to primary hippocampal neurons subjected to oxygen–glucose deprivation/reperfusion (OGD/R), a cell model of ischaemic stroke. We found that OA treatment markedly inhibited pyroptosis. qRT–PCR and western blot revealed that OA suppressed the expression of pyroptosis-associated genes. Furthermore, OA inhibited LDH and proinflammatory cytokine release. In addition, miR-186-5p was downregulated while Ngb was upregulated in OA-treated OGD/R neurons. MiR-186-5p knockdown repressed OGD/R-induced pyroptosis and suppressed LDH and inflammatory cytokine release. In addition, a dual luciferase reporter assay confirmed that miR-186-5p directly targeted Ngb. OA reduced miR-186-5p to regulate Ngb levels, thereby inhibiting pyroptosis in both OGD/R-treated neurons and MCAO mice. In conclusion, OA alleviates pyroptosis in vivo and in vitro by downregulating miR-186-5p and upregulating Ngb expression, which provides a novel theoretical basis illustrating that OA can be considered a drug for ischaemic stroke.