广告意向形符化是信息符号的意义化行动，行动的内化，则能改变人们原有的倾向和评价。在广告中，广告意向借助符号由此到彼的传递，是一种“编译信息符号”的过程，意义从一方传出又在另一方被激起，从一方输入由另一方解读。作为广告中最具说服力的符号，应该是即合理、又舒适、同时与道义相吻合，形符化传达最为有效。广告意向的符号化，根本意向是固定的，但各个人对符号的理解是不同的，同一个符号可能引发不同的理解，一个人从符号中获得什么样的理解很大度上受到自身知识背景的影响，假若“有一千个读者就会有一千个哈姆雷特”，受者将接受的符号依据自己的思维方式及价值观念做出独特的个人理解。在现代的广告设计中呈现出寓繁于简的形符化趋势，使广告的意向符号表达变得简练生动起来。例如吉普车广告画面：一把钥匙。这把异质同构的钥匙，如此的简洁而又力鼎千钧。山的形态与钥匙的齿印同构，浑然天成，毫无做作之感。广告标题“start up a montain”。这是向受众提示——只须拥有这辆车，再艰险的山路，也如同一马平川。没有商品形象、没有复杂背景、没有连篇累牍的文字说明、没有多余的东西，仅用一把钥匙的同构就把吉普车能翻山越野的意向性能，无任何异议的向受众传达了出来。广告意向的形符化，并不直接表现广告的目标而是经过高度概括和凝练，转化成为广告内容的信息符码。因此意向的形符化一定要贴近生活，让传播的符号在人们头脑中有一定的形象落足点，以巧用精妙的比喻和生动的事例，实现符号的象征意义。
abstract: the important position of the
wheel gear and shaft can’t falter in
traditional machine and modern machines.the
wheel gear and shafts mainly install the direction that delivers the dint at
the principal axis box.the passing to process to make them can is divided into
many model numbers, useding for many situations respectively.so we must be the
multilayers to the understanding of the wheel gear and shaft in many ways .
key words: wheel gear;shaft
in the force analysis of spur gears, the
forces are assumed to act in a single plane. we shall study gears in which the
forces have three dimensions. the reason for this, in the case of helical
gears, is that the teeth are not parallel to the axis of rotation. and in the
case of bevel gears, the rotational axes are not parallel to each other. there
are also other reasons, as we shall learn. helical gears are used to transmit
motion between parallel shafts. the helix angle is the same on each gear, but
one gear must have a right-hand helix and the other a left-hand helix. the
shape of the tooth is an involute helicoid. if a piece of paper cut in the
shape of a parallelogram is wrapped around a cylinder, the angular edge of the
paper becomes a helix. if we unwind this paper, each point on the angular edge
generates an involute curve. the surface obtained when every point on the edge
generates an involute is called an involute helicoid. the initial contact of
spur-gear teeth is a line extending all the way across the face of the tooth.
the initial contact of helical gear teeth is a point, which changes into a line
as the teeth come into more engagement. in spur gears the line of contact is
parallel to the axis of the rotation; in helical gears, the line is diagonal
across the face of the tooth. it is this gradual of the teeth and the smooth
transfer of load from one tooth to another, which give helical gears the
ability to transmit heavy loads at high
speeds. helical gears subject the shaft
bearings to both radial and thrust loads. when the thrust loads become high or
are objectionable for other reasons, it may be desirable to use double helical
gears. a double helical gear (herringbone) is equivalent to two helical gears
of opposite hand, mounted side by side on the same shaft. they develop opposite
thrust reactions and thus cancel out the thrust load. when two or more single
helical gears are mounted on the same shaft, the hand of the gears should be
selected so as to produce the minimum thrust load. crossed-helical, or spiral,
gears are those in which the shaft centerlines are neither parallel nor
intersecting. the teeth of crossed-helical fears have point contact with each
other, which changes to line contact as the gears wear in. for this reason they
will carry out very small loads and are mainly for instrumental applications,
and are definitely not recommended for use in the transmission of power. there
is on difference between a crossed helical gear and a helical gear until they
are mounted in mesh with each other. they are manufactured in the same way. a
pair of meshed crossed helical gears usually have the same hand; that is ,a
right-hand driver goes with a
right-hand driven. in the design of
crossed-helical gears, the minimum sliding velocity is obtained when the helix
angle are equal. however, when the helix angle are not equal, the gear with the
larger helix angle should be used as the driver if both gears have the same
hand. worm gears are similar to crossed helical gears. the pinion or worm has a
small number of teeth, usually one to four, and since they completely wrap
around the pitch cylinder they are called threads. its mating gear is called a
worm gear, which is not a true helical gear. a worm and worm gear are used to
provide a high angular-velocity reduction between nonintersecting shafts which
are usually at right angle. the worm gear is not a helical gear because its
face is made concave to fit the curvature of the worm in order to provide line
contact instead of point contact. however, a disadvantage of worm gearing is
the high sliding velocities across the teeth, the same as with crossed
6
helical gears. worm gearing are either
single or double enveloping. a single-enveloping gearing is one in which the
gear wraps around or partially encloses the worm.. a gearing in which each
element partially encloses the other is, of course, a double-enveloping worm
gearing. the important difference between the two is that area contact exists
between the teeth of double-enveloping gears while only line contact between those
of single-enveloping gears. the worm and worm gear of a set have the same hand
of helix as for crossed helical gears, but the helix angles are usually quite
different. the helix angle on the worm is generally quite large, and that on
the gear very small. because of this, it is usual to specify the lead angle on
the worm, which is the complement of the worm helix angle, and the helix angle
on the gear; the two angles are equal for a 90-deg. shaft angle. when gears are
to be used to transmit motion between intersecting shaft, some of bevel gear is
required. although bevel gear are usually made for a shaft angle of 90 deg.
they may be produced for almost any shaft angle. the teeth may be cast, milled,
or generated. only the generated teeth may be classed as accurate. in a typical
bevel gear mounting, one of the gear is often mounted outboard of the bearing.
this means that shaft deflection can be more pronounced and have a greater
effect on the contact of teeth. another difficulty, which occurs in predicting
the stress in bevel-gear teeth, is the fact the teeth are tapered. straight
bevel gears are easy to design and simple to manufacture and give very good
results in service if they are mounted accurately and positively. as in the
case of squr gears, however, they become noisy at higher values of the
pitch-line velocity. in these cases it is often good design practice to go to
the spiral bevel gear, which is the bevel counterpart of the helical gear. as
in the case of helical gears, spiral bevel gears give a much smoother tooth
action than straight bevel gears, and hence are useful where high speed are
encountered.
7
it is frequently desirable, as in the case
of automotive differential applications, to have gearing similar to bevel gears
but with the shaft offset. such gears are called hypoid gears because their
pitch surfaces are hyperboloids of revolution. the tooth action between such
gears is a combination of rolling and sliding along a straight line and has
much in common with that of worm gears. a shaft is a rotating or stationary
member, usually of circular cross section, having mounted upon it such
elementsas gears, pulleys, flywheels, cranks, sprockets, and other
power-transmission elements. shaft may be subjected to bending, tension,
compression, or torsional loads, acting singly or in combination with one
another. when they are combined, one may expect to find both static and fatigue
strength to be important design considerations, since a
single shaft may be subjected to static
stresses, completely reversed, and repeated stresses, all acting at the same
time. the word “shaft” covers numerous variations, such as axles and spindles.
anaxle is a shaft, wither stationary or rotating, nor subjected to torsion
load. a shirt rotating shaft is often called a spindle. when either the lateral
or the torsional deflection of a shaft must be held to close limits, the shaft
must be sized on the basis of deflection before analyzing the stresses. the
reason for this is that, if the shaft is made stiff enough so that the
deflection is not too large, it is probable that the resulting stresses will be
safe. but by no means should the designer assume that they are safe; it is
almost always necessary to calculate them so that he knows they are within
acceptable limits. whenever possible, the power-transmission elements, such as
gears or pullets, should be located close to the supporting bearings, this
reduces the bending moment, and hence the deflection and bending stress.
although the von mises-hencky-goodman method is difficult to use in design of
shaft, it probably comes closest to predicting actual failure. thus it is a
good way of checking a shaft that has already been designed or of discovering
8
why a particular shaft has failed in
service. furthermore, there are a considerable number of shaft-design problems
in which the dimension are pretty well limited by other considerations, such as
rigidity, and it is only necessary for the designer to discover something about
the fillet sizes, heat-treatment, and surface finish and whether or not shot
peening is necessary in order to achieve the required life and reliability.
because of the similarity of their functions, clutches and brakes are treated
together. in a simplified dynamic representation of a friction clutch, or
brake, two inertias i1 and i2 traveling at the respective angular velocities w1
and w2, one of which may be zero in the case of brake, are to be brought to the
same speed by engaging the clutch or brake. slippage occurs because the two
elements are running at different speeds and energy is dissipated during
actuation, resulting in a temperature rise. in analyzing the performance of
these devices we shall be interested in the actuating force, the torque
transmitted, the energy loss and the temperature rise. the torque transmitted
is related to the actuating force, the coefficient of friction, and the
geometry of the clutch or brake. this is problem in static, which will have to
be studied separately for eath geometric configuration. however, temperature
rise is related to energy loss and can be studied without regard to the type of
brake or clutch because the geometry of interest is the heat-dissipating
surfaces. the various types of clutches and brakes may be classified as fllows:
1. rim type with internally expanding shoes
2. rim type with externally contracting shoes 3. band type 4. disk or axial
type 5. cone type 6. miscellaneous type the analysis of all type of friction
clutches and brakes use the same general procedure. the following step are necessary:
9
1. assume or determine the distribution of
pressure on the frictional surfaces. 2. find a relation between the maximum
pressure and the pressure at any point 3. apply the condition of statical
equilibrium to find (a) the actuating force, (b) the torque, and (c) the
support reactions. miscellaneous clutches include several types, such as the
positive-contact clutches, overload-release
clutches, overrunning clutches, magnetic fluid clutches, and others. a
positive-contact clutch consists of a shift lever and two jaws. the greatest
differences between the various types of positive clutches are concerned with
the design of the jaws. to provide a longer period of time for shift action
during engagement, the jaws may be ratchet-shaped, or gear-tooth-shaped.
sometimes a great many teeth or jaws are used, and they may be cut either
circumferentially, so that they engage by cylindrical mating, or on the faces
of
the mating elements. although positive
clutches are not used to the extent of the frictional-contact type, they do
have important applications where
synchronous operation is required. devices
such as linear drives or motor-operated screw drivers must run to definite
limit and then come to a stop. an overload-release type of clutch is required
for these applications. these clutches are usually spring-loaded so as to
release at a predetermined toque. the clicking sound which is heard when the
overload point is reached is considered to be a desirable signal. an
overrunning clutch or coupling permits the driven member of a machine to
“freewheel” or “overrun” because the driver is stopped or because another
source of power increase the speed of the driven. this type of clutch usually
uses rollers or balls mounted between an outer sleeve and an inner member
having flats machined around the periphery. driving action is obtained by
wedging the rollers between the sleeve and the flats. the clutch is
10
therefore equivalent to a pawl and ratchet
with an infinite number of teeth. magnetic fluid clutch or brake is a
relatively new development which has two parallel magnetic plates. between
these plates is a lubricated magnetic powder mixture. an electromagnetic coil
is inserted somewhere in the magnetic circuit. by varying the excitation to
this coil, the shearing strength of the magnetic fluid mixture may be
accurately controlled. thus any condition from a full slip to a frozen lockup
may be obtained.
11
第四篇：毕业论文外文翻译经济增速放缓对中国银行业的影响显现 lagging indicators: china’s banks and the slowdown
摘要: chinese
banks’ net income surged to record highs last year, defying the slowing growth
on the world’s second-largest economy. is it indicating that banks are
resilient to the economic downturn?not nec ...
chinese banks’ net income surged to record
highs last year, defying the slowing growth on the world’s second-largest
economy. is it indicating that banks are resilient to the economic downturn?
not necessarily.
the banks have a tendency to be lagging
indicators. only after a certain amount of time has passed will china’s macro
situation show up on the bottom line.
take, for example, bad loans. they’re
finally growing, incrementally, after years of declining. industrial &
commercial bank of china ltd., the nation’s largest bank by assets, saw its
nonperforming loans rise by 3.82 billion
yuan (about $606 million) in the fourth quarter; china construction bank corp.,
the no. 2 bank on the mainland, reported a 6.27 billion yuan rise in such
loans. bank of china ltd.’s bad loans in the fourth quarter rose 1.39 billion
yuan. (in china, nonperforming loans are those that have at least a 30% chance
of turning sour.)
smaller banks also saw some increases in
bad loans. china minsheng banking corp., the
country’s largest non-state-owned bank,
posted a rise of 200 million yuan in nonperforming loans in 2014. such loans at
industrial bank co. grew by 99 million yuan last year.
more tellingly, data from the chinese
banking regulator showed that the nonperforming loan ratio in the nation’s
banking sector edged up 0.1 percentage point in the fourth quarter from the
third quarter, the first rise in the past six years.
the regulator didn’t give a reason, but the
earnings reports from chinese banks this week offered some cues: the property
market might be the culprit.
china construction bank said among the
total, its nonperforming loans related to the real estate sector surged 20%
over the same period. minsheng bank said the nonperforming ratio of its real
estate financing businesses was 1.72%, well above its overall bad loan ratio of
0.63%.
home prices have been under pressure for
about two years, but it’s only now do we see a sign of it in banks’ statements.
the question is whether investors see a few more problem numbers down the road.
in three years starting 2014, banks in
china issued a total of 25 trillion yuan of
renminbi-denominated loans, with roughly
40% of the lending going to government-initiated infrastructure projects and
the property sector.
‘the second quarter of this year will be
one of the peak seasons for the repayment of property loans and local
government borrowings. with a slowing economy, we can expect that higher
nonperforming loans are on the cards,’ gf securities analyst mu hua said in a
recent note.
according to noah wealth management, a
chinese financial service company, a total of 117.25 billion yuan of property
trust products will be due this year, well above the 47.05 billion yuan last
year, putting huge pressure on property developers’ cash flows.
besides property, analysts say local
government borrowings will present a bigger challenge to banks. banking
executives have estimated that a third of china’s 10.7 trillion yuan government
debt will be due this year and the next.
standard & poor’s analyst liao
qiang said he believes beijing will likely give some regulatory forbearance to
local government debt to prevent a surge in banks’ bad loans. ‘nevertheless,
property developers and manufacturers in industries with a supply glut will continue
to face policy-induced refinancing uncertainties from time to time,’ he said.
monday in hong kong, china construction
bank chairman wang hongzhang said he’s optimistic about the bank’s asset
quality, given china’s economic growth is likely to remain solid.
‘nonperforming loan levels are
controllable. even though they are higher than before, the amount is small and
[the rise] is likely to be temporary,’ he said.
以不良贷款为例。在下降趋势持续了几年之后，不良贷款的比例终于开始上升，虽然涨幅不大。按资产总量计算，中国最大的银行中国工商银行(industrial & commercial bank of china ltd.)的不良贷款去年第四季度增加了人民币38.2亿元（约合6.06亿美元），中国第二大银行中国建设银行(china
construction bank corp.)的不良贷款增加了人民币62.7亿元。中国银行(bank
of china ltd.)的不良贷款在第四季度增加了13.9亿元。（在中国，不良贷款指的是变成坏账的几率在30%以上的贷款。）
规模较小银行的不良贷款水平也在增长。中国最大的非国有银行中国民生银行(china
minsheng banking corp.)2014年不良贷款增加了人民币2亿元。兴业银行(industrial bank co.)的不良贷款去年增加了人民币9,900万元。
此外，toracco（2014年）指出，虽然现在知识已经被认为是一个组织最宝贵的资产，但是，大多数组织缺乏必要的保留和利用知识价值的配套制度。组织不能只站在消极的立场上去希望人们在这个组织内能够得到和利用那些已知的、可以接近的知识。相反，组织应该以寻求维持竞争优势为目的，迅速发展能充分利用知识价值的系统(robinson & stern, 1997; stewart, 1997).。因此，这很容易看到失去了宝贵的员工的知识的巨大影响。
人力资本和知识管理的概念是，人们拥有的技能，经验和知识，因此对组织具有经济价值。这些技能，知识和经验代表了资本，因为它们提高了生产率(snell and dean, 1992)。人力资本理论假定某些劳动力更有生产力仅仅是因为越来越多的资源投资在劳动力培训上，相当于一台机器投入了更多的资源来提高生产率ller, 1982)。人力资本理论的一条基本原则是，如同任何商
业投资，“投资技能建设将更加有利可图，更有可能将要持续较长的时期，从而获得投资回报”
(mueller, 1982, p. 94)。此外，留住对于实现充分的投资回报是非常重要的。人力资本理论还认为员工在一个组织的服务长度可以作为与职业相关的知识或能力的代表。一个人对与工作有关的知识或能力的了解，影响该人的工资，推销自己和工作的类型(becker，1975； hulin
& smith，1967； katz，1978)。在一个组织里，关于工龄的理解可以与乌尔里希（1998）定义的智力资本承诺的组成部分联系起来。他的定义很简单“技能通过承诺而增加” (p.
125)，智力资本的重要性等于知识，技能和每一个人在组织中的属性乘以他们愿意努力工作。在未来几年，个人对组织的承诺将得到更重要的承认，以及该组织需要创建一个有人会愿意留下来的环境(harris, 2014)。组织将需要或创建一个智力资本环境下，知识的传播的发生将遍及整个组织，或继续通过工龄发展失去重要的个人知识。许多人认为这些深奥的知识将有助于满足客户的需求和期望，并在全球经济组织相互竞争的今天，创建和维持竞争优势。
作者：苏尼尔
国籍：美国
出处：《美国商业学术期刊》，2014年9月，第52-59页
原文
a review of employee motivation theories
and their
implications
for employee retention within organizations
why is it necessary to retain critical
employees?
fitz-enz (1997) stated that the average
company loses approximately $1 million with every 10 managerial and
professional employees who leave the organization. combined with direct and
indirect costs, the total cost of anexempt employee turnover is a minimum of
one year’s pay and
benefits, or a maximum of two years’ pay andbenefits. there is significant economic impact with an
organization losing any of its critical employees, especially given the
knowledge that is lost with the employee’s departure. this is the knowledge that is used to meet the needs
knowledge to enhance organizational performance (bassi, 1997). furthermore,
toracco (2014) stated that although knowledge is now recognized as one of an
organization’s most
valuable assets most organizations lack the supportive systems required to
retain and leverage the value of knowledge. organizations cannot afford to take
a passive stance toward knowledge management in the hopes that people are
acquiring and using knowledge, and that sources of knowledge are known and
accessed throughout the organization. instead, organizations seeking to sustain
competitive advantage have moved quickly to develop systems to leverage the
value of knowledge for this purpose (robinson & stern, 1997; stewart,
1997). thus, it is easy to see the dramatic effect of losing employees who have
valuable knowledge. the concept of human
capital and knowledge management is that people possess skills, experience and
knowledge, and therefore have economic value to organizations. these skills,
knowledge and experience represent capital because they enhance productivity
(snell and dean, 1992). human capital theory postulates that some labor is more
productive than other labor simply because more resources have been invested
into the training of that labor, in the same manner that a machine that has had
more resources invested into it is apt to be more productive (mueller, 1982).
one of the basic tenets of human capital theory is that, like any business
investment, an “investment in skill-building would be more profitable and more
likely to be undertaken the longer the period over which returns from the
investment can accrue” (mueller, 1982, p. 94). again, employee retention is
important in realizing a full return on investment. human capital theory
includes the length of service in the organization as a
proxy for job relevant knowledge or
ability. a person’s job
relevant knowledge or ability influences that person’s wage, promotional opportunity
and/or type of job (becker, 1975; hulin & smith, 1967; katz, 1978). the
understanding of length of service in an organization relates back to ulrich’s (1998) component of commitment in
his definition of intellectual capital. his definition was
simply“competencemultiplied by commitment” (p. 125), meaning intellectual
capital equals the knowledge, skills, and attributes of each individual within
an organization multiplied by their willingness to work hard. it will become
significantly more important in the years ahead to recognize the commitment of
individuals to an organization, as well as the organization’s need to create an environment in
which one would be willing to stay (harris,
2014). organizations will need to either
create an intellectual capital environment where the transmission of knowledge
takes place throughout the structure, or continue to lose important individual
knowledge that has been developed through the length of service. this deep
knowledge is what many believe will help to meet the needs and expectations of
the customers and to create and sustain a competitive advantage within the global
economy in which organizations are competing in today.
author： sunil ramlall
nationnality：america
originate from：the journal of american academy of
business，september
2014,p52-59
抗击疫情
