The media arena is becoming more and more crowded by various brands and different commercial messages. At the same time, consumers learn how to screen marketing communication and their cognitive ad filters enable them to avoid message elaboration. Thus, new thinking and new communication executions are required in order to surprise the consumers and break through the clutter. In the present study, we have investigated how the choice of media affects attention, memory and several communication effects that the ad can generate in the short as well as in the long term. The study is conducted on a well-known brand within a low-involvement product category.

Tritordeum is the result of a cross between a wild barley (Hordeum chilense) and durum wheat (Triticum turgidum). Tritordeum have high viscosity and a nice yellow colour. The objective of this thesis was to evaluate Tritordeum lines HT 354, HT 361, HT 437, HT 2218 (JB3) and HT 1608 (JB1) for use as a new raw material within the food industry. Analyses made were on dietary fibre, fructan, ash, water content and colour. Compilation of data from analyses made for Agrasys an Agri-Food company in Barcelona having the commercial rights to Tritordeum, included Lutein and rheological properties.

Thymidine kinase 1 (TK1) is an intracellular enzyme involved in ?the salvage pathway? where the uncomplete parts of DNA are transformed into DNA precursors. The expression of TK1 is cell cykle specific, with the highest level during S-phase when DNA-synthesis is most active. One kind of TK1 is present in serum and an increase in TK1 activity in serum is due to either the level of DNA synthesis in the body or the number of cells dying in a state of replication. This can be used and is used as a marker for prognosis and evaluation of treatment in human patients with leukemia and lymphoma.

The view on which kind of fiction that should be mediated to the public through the Swedish public library system has since the late 60´s been dominated by what in this Master?s thesis is called: ´the discourse on quality of literary fiction´. The aim of this thesis is to examine to which extent this discourse still plays an active role in the Swedish public library system or if that discourse has been replaced by a more market-led, demand responsive view, where the features of ´quality´ and ´culture´ have been downplayed and replaced by a ´customer?s service view´ on how and why fiction should be mediated to the public. The methodological and theoretical perspective in this thesis is led by the understanding of the discourse analysis in Michel Foucault?s ´The Archaeology of Knowledge´.

Background: As a part of a national health control program, Statens VeterinärmedicinskaAnstalt performs diagnostics to screen flocks for certain pathogens causing high mortality,morbidity and/or serious economical losses. There are several viruses in the programincluding IBDV (infectious bursal disease virus), IBV (infectious bronchitis virus) and NDV(Newcastle disease virus). Method: 96 serum samples were collected from different poultryflocks in Sweden and analyzed by ELISA, which are currently used in the health controlprogram as well as by a commercial prototype of a multiplex immunoassay manufactured byLuminex Corp., which is currently under evaluation at the United States Department ofAgriculture USDA. This 4-plex assay detects antibodies for the three above-mentionedviruses as well as antibodies of avian reovirus. In the context of this study the ELISAs run inroutine diagnostics as well as a REO ELISA were used as the standard for comparison.Result: The antibody concentration in serum from vaccinated chickens was high while theantibody concentration level in serum from not vaccinated chickens was low.

In 2001 the World Health Organization (WHO) issued a revised global recommendation for exclusive breastfeeding for a child ´s first six months. The aim of this study was to investigate what information parents receiving from the Child Health Care about introduction of solids to breastfed infants and if they follow the recommendation. A further aim is to document reasons for introduction of solids at the selected time and describe what food parents start with.The method has a descriptive and a qualitative design. Users of several Swedish parenting websites were asked to participate in the study. A total of 27 users completed the anonymous open-ended questions posted on the websites.

Purpose?This study has examined the information behaviour and perception of information in a group ofinformation users who have a critical approach to the media and the information supply. Some of them call themselvesor are being called conspiracy theorists. The purpose was to examine how their information behaviour is influenced by the belief that the information is biased or inaccurate and what the information behaviour looks like when the user searches for discrepancies rather than a response to a question.Method?The study is based on transcribed interviews and email responses to interview questions.

Background: Trust has been a foundation of commerce since the very beginning. Trust can in the traditional commerce be built by face-to-face meetings, this is not possible at the Internet. Although, trust ought to be important even for the commercial business relation at the Internet and crucial for the consumer to use this communication channel. Purpose: The purpose of this master thesis is, from a consumer point of view, to study and analyse the importance of trust using e-services. Demarcation: The thesis is focusing trust using e-services, from a consumer point of view.

Public concern about the release of toxic compounds from wood-based products drives legislation towards enforcing industries to find and use more sustainable solutions for wood treatment. Plant oils are good alternatives to treat wood, minimizing or even neutralizing the impact on the environment. Wood modification with epoxidised linseed oil (ELO) and acetic acid as catalyst has proven a suitable method to impregnate and protect wood. However, the mixture presents a serious inconvenience because of the quick polymerization of the ingredients that limits its practical application. Therefore, this study was designed to evaluate an alternative method using a two-step process which bypassed the problem above.

Cytokiner eller interleukiner är signalpeptider med låg molekylär vikt som reglerar många viktiga funktioner. De kan delas in i två grupper beroende på deras effekt på celler. Interleukin 4 (IL-4) till exempel kan tillhöra gruppen tillväxtfaktorer medan interleukin 6 (IL-6) kan tillhöra gruppen aktiverings- eller differentieringsfaktorer. IgM-receptorn eller B-cellsreceptorn, BCR, finns på Bceller och är membranbundna immunoglobuliner (mIg) som har två huvuduppgifter; att förmedla signaler som styr B-cellens utveckling samt att binda in antigen som sedan ska presenteras för T-celler. I studien aktiverades B-celler med antikropp mot IgM (anti-IgM) samt rekombinant IL-4.

?During the past few years cooperation between the EU member states has expanded considerably in areas such as justice and homeland affairs. International cooperation in criminal justice has become more important as borders between EU countries has been lifted and because of this, various criminal groups have also had more opportunities to commit crimes cross borders. The Italian mafia groups in particularly have been operating in almost every country in Europe and have exploited the possibilities offered by the EU. The increase of organized crime in Europe has created a demand for EU to step up their actions against the organized crime.The purpose of this essay is to investigate exactly how the significant EU is has been in battling organized crime in Italy.

Att konsumera kosttillskott ökar i dagens samhälle. Exempel på kosttillskott är energigivande tillskott, prestationshöjande tillskott samt vitaminer och mineraler. En sammanställning av enkätundersökningar i Sverige visar att 61 % av männen och 41 % av kvinnorna konsumerar kosttillskott. Träningsverksamma upplever att produkterna är välgörande och ger positiva effekter på träningen, trots att riskerna med konsumtion av kosttillskott är omdebatterat och ett delvis obeforskat område. Bland träningsverksamma inom styrketräning förekommer även konsumtion av dopningspreparat.

Denna kandidatuppsats behandlar miljöcertifieringssystemet BREEAM med fokus på processen och systemets effekter. I studien har pågående BREEAM-projekt i Sverige studerats för att undersöka vad som görs specifikt vid en BREEAM-certifiering, vad det kostar samt vilka nyttor en BREEAM-certifiering genererar.Bygg- och fastighetssektorn står för en betydande del av miljöpåverkan i Sverige idag och förhoppningen är att miljöcertifieringar av byggnader kan minska miljöbelastningen. Studien visar på att det finns en växande efterfrågan på miljöcertifierade kontor och lokaler från hyresgästen trots att innebörden än är något oklar.BREEAM är relativt nytt på svenska marknaden och behöver fortsätta att utvecklas och anpassas. Ett svenskt företag, med en redan god intern byggstandard, behöver dock inte göra några större åtaganden för att nå ett bra betyg i BREEAM. En BREEAM-certifiering intygar att en byggnad håller en bra nivå miljömässigt, visar att företaget är på väg åt rätt håll och hjälper till att strukturera upp miljöarbetet under ett byggprojekt.

Studien syftade till att granska och analysera presentationen av islam och dess utövare i läromedelstexter ingående i svenska läroböcker avsedda för årskurserna 4-6 inom ämnet religion, från och med 1980 till och med 2015. Genomförandet inspirerades av kritisk diskursanalys och genomfördes med begreppen orientalism, islamofobi, diskurs och dikotomi som teoretiska utgångspunkter. Analysen visade tendenser till ?andrafiering? av islam och muslimer i samtliga analyserade lärobokstexter, bland annat genom att ?vi? (svenskar) konstrasteras mot ?dem? (muslimer). Det förekom även ett flertal delar i de analyserade texterna där dikotomier kopplade till bilden av islam utmanades.

Gruppolarisering innebär att bl.a. social jämförelse leder till att isolerade grupper med likasinnade genererar mer extrema åsikter. Gruppolarisering på internet kan vara ett oroväckande fenomen för den deliberativa demokratin. Istället för att människor med konkurrerande ståndpunkter utbyter idéer och tankar med varandra samlas de i isolerade diskussionsforum på internet där social jämförelse i värsta fall kan utmynna i hattal och terrorism. Med netnografisk metod studeras här politiska diskussioner online i två olika typer av forum, ett politiskt och ett icke politiskt.