High-temperature and stress response behavior of femtosecond laser pulses inscribed eccentric fiber Bragg gratings.

Eccentric fiber Bragg grating (EFBG) is inscribed in standard communication single-mode fiber using femtosecond laser pulses, and the temperature and strain sensing characteristics are experimentally demonstrated and analyzed. The EFBG exhibits strong thermal stability and good robustness in high-temperature measurement up to 1000 °C, and undergoes different thermal sensitivities during Bragg peak and the strong resonance coupled cladding spectral comb. The temperature sensitivity linearly increases with respect to the effective index of the resonant modes. Such a situation also occurs in axial strain measurement. These characteristics are of high interest for multiparametric sensing at high temperatures.

Quantifying the roles of conscious and unconscious processing in insight-related memory effectiveness within standard and creative advertising.

To maximize marketing effectiveness, many conscious and unconscious elements are simultaneously employed within campaign advertising. However, little is known about the individual contributions that conscious and unconscious processes make to the cognitive effectiveness of creative advertisements, some of which may also induce insight experiences. To quantify the roles of conscious and unconscious processes in memory effectiveness within commercial advertising, a dual-process, signal-detection technique was adopted to separate the contributions of conscious recollection and unconscious discrimination induced by 80 printed advertisements, among which half were considered standard and the other half creative. A total of 51 participants completed immediate (5 min later) and delayed (3 days later) memory recognition tests. In contrast to standard advertising, creative advertising was found to enhance recognition and to demonstrate advantages in both conscious and unconscious memory, which decreased across the test-time intervals. Further analyses showed that a moment of insight induced by an advertisement, regardless of whether it is standard or creative, can consolidate unconscious memory, whereas advertisements that do not induce insight improve conscious memory. The implications of these findings are discussed.

What makes creative advertisements memorable? The role of insight.

Sudden insight is often observed during creative problem solving and studies have suggested that advertisements can likewise evoke an insight experience. To date, however, there is limited empirical evidence on whether advertisements can trigger ideational insight, and, if so, whether such insight plays a role in advertising memorability. This study aimed to explore the insight experience evoked by advertisements and to examine the role of such experimentally-induced insight in predicted memory and metamemory performance. Participants viewed standardized advertising images sequentially, with each image presentation being followed immediately by a second presentation either with or without a brief description of the advertising idea. Next, participants were asked to recall the three most impressive advertisements. Finally, participants were randomly divided to complete either immediate (5 min later) or delayed (3 days later) recognition tests and to provide retrospective confidence judgments (RCJs). Recall of creative advertisements was better than standard advertisements and most of them evoked insight. In addition, recognition accuracy was greater for creative advertisements relative to standard advertisements and metamemory performance as elicited through RCJs was enhanced. Further analyses confirmed the documented importance of insight for memory consolidation. The findings suggest that insight makes advertisements more memorable, especially those that are creative.