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In the past 15 years stretchable electronic circuits have emerged as a new technology in the domain of assembly, interconnections and sensor circuits and assembly technologies. In the meantime a wide variety of processes with the use of many different materials have been explored in this new field. The purpose of the current contribution is for the authors to present an approach for stretchable circuits which is inspired by conventional rigid and flexible printed circuit board (PCB) technology. Two variants of this technology are presented: stretchable circuit board (SCB) and stretchable mould interconnect (SMI).

Similarly as in PCB 17 or 35 μm thick sheets of electrodeposited or rolled‐annealed Cu are structured to form the conductive tracks, and off‐the‐shelf, standard packaged, rigid components are assembled on the Cu contact pads using lead‐free solder materials and reflow processes. Stretchability is obtained by shaping the Cu tracks not as straight lines, like in normal PCB design, but as horseshoe shaped meanders. Instead of rigid or flexible board materials, elastic materials, predominantly PDMS (polydimethylsiloxane), are used to embed the conductors and the components, thus serving as circuit carrier. The authors include some mechanical modeling and design considerations, aimed at the optimization of the build‐up and combination of elastic, flexible and rigid materials towards minimal stress and maximum mechanical reliability in the structures. Furthermore, details on the two production processes are given, reliability findings are summarised, and a number of functional demonstrators, realized with the technologies, are described.

Key conclusions of the work are that: supporting the metal meanders with a flexible carrier prior to embedding in an elastic substrate substantially increases the reliability under mechanical stress (cyclic uniaxial stretching) of the stretchable interconnect and the transition areas between rigid components and stretchable interconnects are the zones which are most sensitive to failure under mechanical stress. Careful design and technology implementation is necessary, providing a gradual transition from rigid to flexible to stretchable parts of the circuit.

Technologies for stretchable circuits, with the same level of similarity to standard PCB manufacturing and assembly, and thus with the same high potential for transfer to an industrial environment and for mass production, have not been shown before.

The purpose of this paper is to demonstrate electromechanical properties of a new stretchable interconnect design for “fine pitch” applications in stretchable electronics.

A patterned metal interconnect with a zigzag shape is adhered on an elastomeric substrate. In situ home‐built electromechanical measurement is carried out by the four‐probe technique. Finite element method is used to analyze the deformation behavior of a zigzag shape interconnect under uniaxial tensile loading.

The electrical resistance remains constant until metal breakdown at elongations beyond 40 percent. There is no significant local necking in either the transverse or the thickness direction at the metal breakdown area as shown by both scanning electron microscopy micrographs and resistance measurements. Micrographs and simulation results show that a debonding occurs due to the local twisting of a metal interconnect, out‐of‐plane peeling, and strain localized at the crest of a zigzag structure.

In this paper, the zigzag shape is, for the first time, proven as a promising design for stretchable interconnects, especially for fine pitch applications.

The purpose of this study is to explore the effect of personalization of advertising and adding an advertising cue to advertisements on Facebook, on 9-to-13-year-old children’s awareness of selling intent, attitude towards the advertisement (Aad) and word-of-mouth (WOM) intention.

A 2 (personalized ad vs non-personalized ad) × 2 (advertising cue vs no advertising cue) between-subjects design was tested among 167 Belgian children aged 9-13 by means of an in-class online experiment.

Personalization combined with an advertising cue increases the awareness of selling intent but influences neither Aad nor WOM intention. Awareness of selling intent does not affect WOM intention. Personalization does not increase Aad. Aad has a positive effect on WOM intention.

Implementing a clear advertising cue enhances children’s awareness of selling intent of personalized advertising but does not affect behavioral intention. Public policy, the advertising community and the educational system should take these insights into account when developing regulations, ethical advertisements and educational packages to improve children’s understanding and responses to contemporary advertising formats.

The study is the first one to investigate the joint effect of advertising personalization and an advertising cue on awareness of selling intent and on evaluative and behavioral responses of children. Additionally, the role of Aad and awareness of selling intent for the development of WOM intention is explored.

The purpose of this paper is to report on the barriers to reintegration for Gitano (Gypsy) communities in one northern Spanish city.

The article is based on ethnographic research undertaken in Gitano communities throughout 2010.

Over the last 30 years, the city has witnessed vast commercial and residential expansion, resulting in the spatial and social exclusion of Gitanos to the outskirts of the city. Here they have had to survive by reduced access to their livelihoods in city markets and increasingly through illicit drug markets and crime. It is only recently that there have been attempts to relocate these people back into the city. Yet the social reintegration efforts have only perpetuated the social exclusion of the Gitanos and there is significant community opposition to their relocation.

The council need to take more care in consulting Gitanos and seek to build the fragile relations they have with them before deciding on what “best to do about them”.

No ethnographic research has been undertaken in this city in the context of Gitanos.