Archives-April 2014

The purpose of this paper is to investigate the impact of the storytelling technique on advertising effectiveness in the South African media landscape. The researcher adopted a qualitative research approach to establish whether the storytelling technique helps make advertising more effective in the South African media landscape. The methodology used in this research study was a case study approach which incorporated perspectives from the various marketing, advertising and media industries of South Africa, in the Gauteng region. A total of 12 in depth interviews were conducted. Respondents were recruited using the purposive sampling strategy. Two of the 12 respondents participated in the pilot study while the remaining ten participated in the actual research study. The research study found that storytelling advertising is indeed more effective than other forms of advertising due to it being more emotionally engaging therefore resulting in it being more enjoyable and memorable than functional advertising. The research study revealed that stories that are based on a universal human truth and are told in a simple and honest manner tend to resonate better with consumers. The study further revealed that advertising that is built around talking stories, which stir people’s emotions and pull their heartstrings, is more effective. It was also found that stories which are supported by a consistent use of distinctive brand assets such as characters, music and jingles, tend to be more memorable and therefore more effective. The results of the study led to the development of criteria marketers should employ when designing story telling advertisements.

Let denote the set of all complex matrices .By the star partial ordering .So means that and . We find several characterizations for in the case of s-k normal matrices. As an applications, we study how relates to . The results can be extended to study how relates to , where is an integer.

A survey of adult tapeworms from marine fishes from coastal area of Maharashtra, India. It is presented on the basis of the taxonomic evaluation of freshly collected fishes from different coastal regions of Maharashtra. The cestode parasites are collected from various parts of Maharashtra from June, 2009 to December, 2013. They are having 750 fishes of 14 species. Thirty one species of helminthes are recovered, the eight monogeneans, nine nematodes and fourteen cestodes. A detailed report is on the tapeworms Tylocephalum yorkei Southwell, 1925, T.minimum Subhapradha, 1955, T.elongatum Subhapradha,1955, T.madhukari Chincholikar and Shinde,1980, T.singhii Jadhav and Shinde 1981, T.bombayensis Jadhav 1983, T. aurangabadensis Jadhav et. al., 1987, T.hanumanthraoae Shinde et. al., 1989, T.mehdii Bhagwan et. al., 2002, T.alibagensis Bhagwan and Mohekar, 2003, T.gajananae Wankhede and Jadhav, 2003, T.babulalae Pawar and Jadhav, 2005, T.shindei Pawar and Jadhav, 2005, Tylocephalum damodarae Pathan and Bhure, 2013. Data regarding the morphology of all species, their hosts and distribution in Maharashtra is also provided.

The effect of novel corrosion inhibitors, new class of substituted benzotriazoles namely N-[(benzylidene hydrazino)-propyl]- benzotriazole(BPBT) and N-[(4-oxo-2-phenyl-1,3-thiazolidineimino)-propyl]-benzotriazole (OPBT) were synthesised and their inhibition behaviour on Cu-Ni alloy in natural sea water were investigated by the weight-loss method, potentiodynamic polarisation and electrochemical impedance studies. Polarization measurements showed that the organic compounds investigated are mixed type inhibitors, inhibiting the corrosion of Cu-Ni alloy by blocking the active sites of the metal surface. They decrease the anodic reaction rate more strongly than the cathodic reaction rate and render the open circuit potential of Cu-Ni alloy more positive in natural sea water. Changes in the impedance parameters (charge transfer resistance (Rct) and double layer capacitance (Cdl)) are related to adsorption of organic inhibitors on the metal surface, leading to the formation of a protective film. Solution analysis revealed the decrease in dissolution of both copper and nickel in the presence of benzotriazole derivatives. The morphology of the Cu-Ni alloy after corrosion in the presence and absence of the benzotriazole derivatives was examined using scanning electron microscopy (SEM). All studies clearly show that the substituted benzotriazoles inhibits the corrosion of Cu-Ni alloy in natural seawater and the value of inhibition efficiency increases with increasing concentration of inhibitors.

Pseudomonas aeruoginosa, a bioreporter strain was used as an indicator to monitor quorum-sensing inhibition. Quorum sensing (QS) is a system of stimulus and response correlated to bacterial population density. The increasing incidence of multi-drug resistant pathogens has stimulated the search for novel anti-virulence compounds. Although many phytochemicals show promising anti microbial activity, their power lies in their anti-virulence properties. It is hypothesized that many naturally occurring terrestrial plants, algae and fungi traditionally used as medicines may also produce anti-QS compounds. To test this hypothesis, Pleurotus florida, the oyster mushroom was assessed qualitatively and quantitatively for its anti-QS activity using Pseudomonas aeuroginosa. A special swarm media that allow swarming motility growth of Pseudomonas aeuroginosa was used to conduct inhibition of swarm motility assay using mushroom extract. The methanol and chloroform extracts of the mushroom was tested for their inhibition of AHL (Acyl-Homoserine Lactone) production and biofilm formation. Inhibition of AHL for methanol extract ranged from 37.89-58.94% and for chloroform extract ranged from 50.05-70.05% at a concentration of 100-500µg/ml. Inhibition of biofilm formation for methanol extract ranged from 33.9-83.9% and for chloroform extract ranged from 60.07-82.1% at a concentration of 100-500µg/ml. The results of this study provided evidence that organic solvent extracts of the mushroom Pleurotus florida exhibited appreciable antiquorum sensing property and it justifies their use in the traditional medicine for the treatment of different multi-drug resistant microbes.

The present study was undertaken to assess the nutritional status of HIV subjects in Dindigul District, Tamilnadu, India. Samples for the study comprised 100 subjects in the age group of 20 to 55 years. The nutritional status of the selected subjects was assessed by anthropometric measurements, biochemical, clinical examination and diet survey. The results revealed that fifty three percent of the subjects had low level of CD 4 cell count and all the subjects had below the normal levels of hemoglobin and their dietary intake was very low in micronutrients.

Phenytoin stimulates connective tissue growth, while honey has been used in treating various wounds and ulcers. This study evaluates 2% phenytoin ointment and honey on excisional wound healing process in experimental albino rats in comparison to 5% Betadine ointment. Method: Wistar albino rats were divided into four groups (n=6). Excisional round full thickness skin wounds of diameter 15 mm were created on back of anaesthetized animals. Medications were applied topically twice daily up to 20 days. Group A – untreated (control), Group B – 5% betadine ointment, Group C - 2% phenytoin oinment and Group D received honey. Wound healing was measured on Days 0, 4, 8, 12, 16 and 20. Number of days taken for complete epithelisation of wound was noted. Statistical analysis was done using ANOVA followed by Tukey-Kramer test and p<0.05 was considered significant. Result: 5% Betadine, 2% phenytoin ointment and honey hastens healing and reduces time taken for complete epithelisation of excisional wound when compared to negative control (p<0.05). 2% phenytoin and honey were superior to 5% betadine. Conclusion: Both 2% phenytoin oinment and honey may be considered for wound healing but their role in healing of infected wound needs to be explored further.

Wireless Sensor Networks are used in numerous security sensitive applications, it composed of a huge number of resource limited sensors therefore we should make sure the network is secured against security attacks. Denial of service attack in WSNs is a serious attack that reduces the network capacity dramatically and the users fail to receive expected service. Many schemes have been proposed to tolerate or destroy DoS attack, but very few can identify intruders and provide security against this attack. In this paper, we explore the effects of DoS in WSN, effective security methods for achieving the security against this attack. Finally two important types of DoS attacks called jamming and reply attack are studied and possible solutions are recommended.

The proximate, minerals and fatty acids composition of sugar ant (Coponotus consubrinus) was conducted. The results showed that it contained high amounts of protein 31.86±0.24%) with moisture, ash, crude fibre, crude fat, carbohydrate levels and energy level being 2.95±0.09%, 4.24±0.11%, 6.49±0.87%, 13.29±0.39%, 41.16±1.55% and 1733.07±0.21KJ/ 100g respectively. The insect was found to be a good source of minerals which contained high proportions of Na, K, P, Ca, Zn and Fe as 121.45±0.45, 83.40±0.45, 107.87±1.50, 18.60±0.58, 15.53±1.03, 15.13±2.64 and 98.27±2.08mg/100g respectively. The results of fatty acids compositions revealed that sugar ant contain 1.08% TUFA/TSFA ratio which indicated that, this insect have lowest desirable level of cholesterol with reduced coronary heart problem. The results of this finding revealed that, this insect could serve as an alternative source of protein, crude fat, carbohydrate and essential minerals needed for a well balanced nutritional diet for humans and as a feed supplement.

Positioning of nodes in ad hoc networks of vehicles in recent years is an interesting subject for research, helps to build the topologic map for car. It also provides information about places close to the car. For the open wireless communication and mobility with high -speed for a large number of vehicles, in inter- vehicle communication, authentication message, integrity and privacy of the car have been identified as the main security requirements. In this study, methods for vehicle location privacy is proposed, which include: define a switch pair and a number alias for vehicles, vehicle grouping,, select the leader for groups and finally use of several RSUs. At the end of the study, the proposed method is simulated using NS2 software, and some critical parameters of the network, are examined to see the effect of the proposed method on the network.