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.

Syftet med studien är att få en djupare inblick i om informanternas trosuppfattning harpåverkats av barnsångerna de fick sjunga i Jesu Kristi Kyrka av Sista Dagars Heliga då de varsmå, och i så fall hur detta har påverkat dem.Sex informanter som alla gick i Primär (kyrkans organisation för barn) har valts ut ochintervjuats. Informanterna är i åldrarna 19 till 32 och är från Sverige och USA. Studieninnehåller även en del om kyrkans musiktradition och kultur, samt analys av en primärsång.En av studiens slutsatser är att primärsångerna har varit ett medel för informanterna att lärasig mera om evangeliet, känna den Helige Anden och därigenom utveckla deras personligatro. Informanterna kommer fortfarande ihåg sångerna i vuxen ålder och kan på så sätt fortsättasjunga och fördjupa sig i sångernas religiösa budskap..

AbstractThe aim of the study is to investigate what the concept of ?love of reading? means and how selected teachers act strategically to increase the love of reading in pupils in grade two. The Swedish concept of love of reading (läslust) has not always had the same meaning; in the past it was used in connection with the desire to pursue further studies, while the term is used today when talking about pupils? own will to read books. The ability to read is a significant part of a pupil?s schooling, and therefore it is important to work to ensure that pupils love reading.

In this essay, I have examined what has been studied and presented in the theory of ICT in schools. I have based my theory on Arne Trageton?s book Att skriva sig till läsning ? IKT i förskoleklass och skola (2005) and theories on children?s reading and writing development.The purpose of this study is to determine how teachers and children experience teaching with Trageton?s ICT-based model Att skriva sig till läsning and whether the model is beneficial for children's first reading and writing.Through qualitative interviews with two pedagogues from the same school and some children from first grade, I have received answers to my two questions:How do pedagogues and children experience ICT-based teaching in the context of children's first reading and writing?How do pedagogues experience the reading and writing development in first- and second-language students when using ICT-based teaching?The results showed that both pedagogues and children were positive about the model in which the computer was used as a writing tool in learning to read and write. The teachers felt that the model was suitable for all children according to their conditions.The children saw the writing as very enjoyable. For the ICT-based teaching to work properly, the technology has great significance.

During the time of membership in The European Union Swedish domestic policy has gone through many changes. A lot more political areas are being influenced by the EU policy. Today every ministry has got some sort of EU office. Swedish politicians are functioning on two arenas, domestic and European. At the same time Swedish membership has gone from being highly discussed to being a state of normality.

The aim of this master thesis is to discuss the access to literature and reading by mentally retarded persons, and how this is affected by library and care taking staffs awareness of mentally retarded persons needs of literature and reading. The reason why we decided to choose this essay topic, is that there is a lack of research about mentally retarded persons relationship with libraries, literature and reading in the field of library- and information science. This groups needs must be brought to sight, so that they can take part in the literature just as anyone else, on their own conditions. Our study involves interviews with four librarians, three reading representatives and a co-ordinator at the Easy-to-Read Foundation. We can establish that all of our informants prove to have significant knowledge about mentally retarded persons and their needs of literature and reading.

Dyslexi innebär bestående ordavkodningssvårigheter som anses vara orsakade av nedsättning i fonologiska färdigheter. Till följd av dessa svårigheter har individer med dyslexi ett annorlunda ögonrörelsemönster vid läsning. Individer med dyslexi kan många gånger övervinna sina svårigheter och lyckas i den akademiska världen.Studiens övergipande syfte var att genom en multipel fallstudie undersöka ordavkodning och ögonrörelser hos fem universitetsstudenter med dyslexi. Ögonrörelserna mättes med en dator specialiserad för detta ändamål. En kontrollgrupp av normalläsare (n=20) fördes samman för jämförelse.I föreliggande studie var användning av ordavkodningstest och mätning av ögonrörelser den metodologiska inriktningen.Resultaten visar att alla de fem studenterna med dyslexi har nedsatt ordavkodning och till stor del ett annorlunda ögonrörelsemönster som varierade något dem emellan.

The purpose of this thesis is library work in exile, more specifically The Kurdish library in Stockholm (?Kurdiska biblioteket?). The Kurds have a long history of exile, forming a part of their national and cultural identity. I have therefore chosen in the analysis three concepts: nationalism, ethnicity and culture. The Kurdish library is unique and is different from a traditional library in many ways.

Den här fallstudien syftar till öka kunskapen om hur Stena Line kan förbättra service genom lärandet från en e-learning utbildning samt om personalen har ett behov av uppföljning, och i så fall hur den ska utformas. Vi ville även öka vår kunskap om hur Stena Line kan förändra de anställdas beteenden med hjälp av e-learning och vilka förutsättningar som krävs för att personalen ska bli motiverade till att förändra sitt beteende.Fallstudien har genomförts genom metodkombination. Tillvägagångssättet har varit att inledningsvis dela ut en enkät, kvantitativ metod, för att skapa oss en uppfattning om arbetsplatsen. Därefter genomfördes semistrukturerade person-, och gruppintervjuer med ett strategiskt urval, kvalitativ metod, med en intervjuguide som utformats med hänsyn tagen till enkätens resultat. Det kvalitativa tillvägagångssättet har varit vår huvudsakliga metod.Vi har kommit fram till att hur utbildningen presenteras är viktigt för hur den mottas hos anställda, vilket i sin tur påverkar resultatet av utbildningen.

The aim of the study is to investigate how social workers relate to the self-determination in cases that involve people who have dementia. To investigate this we have chosen to build a qualitative study. The study is based on four interviews with social workers in elderly care in Sweden. To analyze our material we chose the concept autonomy, and legal texts from the Social Services Act (SFS 2001: 453) and Parental code (SFS 1949: 381). Our results show that social workers are often forced to deviate from the law and guidelines to ensure the best for the person with dementia.

The purpose of my study was to explore how preschool educators in Kenya look at children's influence on teaching. Researchers have argued that the formal educational system in Kenya today is a remnant of its days as a colony when people were expected to blindly follow rules without questioning them. I have used qualitative interviews as a method in order get the most concrete understanding of educators? views on the influence from children. The educators I interviewed were based at a school I visited in Kenya.

This paper is a comparing study of the retrieval effectiveness of the search engines Google, Google Scholar and Scirus. The aim is to find out how good they are at retrieving relevant academic material in the research-field of Library and Information science. The thirty search questions where based on actual information needs collected from exams within the field of Library and Information Science. This method was used to prevent that none of the search engines were given an advantage because of construction of the information needs. The first twenty retrieved documents on the retrieval lists are examined for academic content and relevance.

The purpose of this bachelor thesis is to present an overviewof a number of libraries? specially adapted media forchildren with special needs.We also wanted to see how the librarians worked to helpchildren with special needs, to take advantage of the librariescollections and activities. These special needs could bedyslexia but may also be disabilities which have resulted inthem being unable to read literature other than specialadapted literature. Examples of this literature are DAISY,book & DAISY, pictogram, bliss, ISAAC, easy reading,Braille, tactile picture books, and computer programs thatmake it easier for people to read in their own way with theirown skills.Using qualitative interviews we have interviewed sevenlibrarians. Through this process we have been able toascertain which methods public libraries use to meet theneeds of those children whose disabilities relate to reading.The interviews also explored how they are working withchildren who need more time than other children does whenit comes to reading.The results of the interviews showed that the librariesprovided a lot of special adapted media.

Dagens fordon är försedda med elektroniska styrsystem, ECU:er, som styr många av fordonets funktioner. I takt med att dessa system blir mer avancerade krävs en effektiv process för att hantera systemens specifikationer för diagnoskommunikation. Hanteringen av dessa specifikationer är inte standardiserad. I många fall dokumenteras en ECU i ett ordbehandlarformat, t ex Word eller RTF, som inte enkelt kan läsas eller tolkas av ett diagnossystem. Specifikationerna måste översättas till ett maskinläsbart format för att kunna användas vid kommunikation med ECU:n.

Libraries exist around us and for most of us they are a part of our every day life. But how often do we stop and think about their meaning?Libraries in fiction are usually not the center of the narrative, they play a role quietly in the background and offer a backcloth to the story. Yet they are a vital part of the story. Without them a big part of the magic in the stories would be lost.And what is their role in our lives? What do the libraries mean to the books they harbor, the readers who seek them out and society in which they have their axiomatic role?This essay?s focus is my story ?Between the shelves?, which is about the young girl Julia and the mysterious passageway she discovers in her local library.