Search results for: natural products
Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 9288

Search results for: natural products

3438 Comprehensive Regional Drought Assessment Index

Authors: A. Zeynolabedin, M. A. Olyaei, B. Ghiasi

Abstract:

Drought is an inevitable part of the earth’s climate. It occurs regularly with no clear warning and without recognizing borders. In addition, its impact is cumulative and not immediately discernible. Iran is located in a semi-arid region where droughts occur periodically as natural hazard. Standardized Precipitation Index (SPI), Surface Water Supply Index (SWSI), and Palmer Drought Severity Index (PDSI) are three well-known indices which describe drought severity; each has its own advantages and disadvantages and can be used for specific types of drought. These indices take into account some factors such as precipitation, reservoir storage and discharge, temperature, and potential evapotranspiration in determining drought severity. In this paper, first all three indices are calculated in Aharchay river watershed located in northwestern part of Iran in East Azarbaijan province. Next, based on two other important parameters which are groundwater level and solar radiation, two new indices are defined. Finally, considering all five aforementioned indices, a combined drought index (CDI) is presented and calculated for the region. This combined index is based on all the meteorological, hydrological, and agricultural features of the region. The results show that the most severe drought condition in Aharchay watershed happened in Jun, 2004. The result of this study can be used for monitoring drought and prepare for the drought mitigation planning.

Keywords: drought, GIS, intensity index, regional assessment, variation maps

Procedia PDF Downloads 229
3437 Bioremediation of Polychlorinated Biphenyl (PCBS) Contaminated Soils: A Case Study from Rietvlei Farm at Borehole No. 11, Limpopo Province, South Africa

Authors: D. Sengani, N. Potgieter, P. E. L. Mojapelo

Abstract:

Three bacteria species which comprise of Gram negative and Gram positive microorganisms were isolated and identified on the basis of morpho-cultural study, catalase tests, oxidase tests and biochemical characteristics were found belonging to different genera including Burkholderia cepacia, Pasteurella pneumotropica and Enterococcus faecalis. The main objective of this study was to isolate and identify PCB degrading bacteria from PCB contaminated soils and test them for their degradation ability of PCBs in natural habitat conditions. The results indicated an overall decrease of PCB concentration level with the gradient average ranging from 1.5 to 1.8 respectively. Enterococcus faecalis removed as much as 32% of PCBs in the contaminated soil samples. Whereas Pasteurella pneumotropica could remove 24% of PCBs, Burkholderia cepacia 21% of PCBs and the mixed culture removed 23%. Data showed that the three bacterial strains could tolerate high concentration of PCBs. The results provided the evidence that naturally occurring bacteria in soil contaminated with PCBs have the potential to degrade PCBs. Statistical analysis showed that there was a significant positive correlation between bacteria growth and treatment with a coefficient of (r) =0.1459 and p value < 0.001.

Keywords: bacteria, bioaccumulation, biodegradation, bioremediation, polychlorinated biphenyls

Procedia PDF Downloads 228
3436 Feminist Revolution and the Quest for Women Emancipation in Public Life in Nigeria: The African Dimension

Authors: Adekunle Saheed Ajisebiyawo, Christie Omoduwa Achime

Abstract:

In Nigerian society, women have very little or no involvement in the decision-making process and this is large because women are objectified as effective means of reproduction and provision of emotional support to the society. Despite the movements and awareness by international, national and local bodies to promote and encourage women's empowerment, there are still many factors daunting to the efforts of women in society. This paper examined the critical role of feminism in the quest for women's emancipation in public life. Guided by African feminism theory, this paper utilizes both historical and descriptive methods to examine these factors. The paper argues that gender bias in Nigeria's public life is often traced to the onset of colonialism in Nigeria. Thus the Western cultural notion of colonialism woven around male superiority is reflected in their relations with Nigerians. The study outlines how women have strategized pathways through patriarchal structures by deploying their femininity. The paper concludes that women are strong, courageous, natural leaders and indeed have a major strategic role to play in public life; thus, women's movements and groups remain an important and necessary means of social cohesion and strength, especially in a country such as Nigeria.

Keywords: African feminism, democratic governance, feminism, patriarchy, women emancipation.

Procedia PDF Downloads 88
3435 Carbonate Crusts in Jordan: Records of Groundwater Flow, Carbon Fluxes, Tectonic Movement and Climate Change

Authors: Nizar Abu-Jaber

Abstract:

Late Pleistocene and Holocene carbonate crusts in the south of Jordan were studied using a combination of field documentation, petrography, geochemical and isotopic techniques. These surficial crusts and vein deposits appear to have formed as a result of interaction between near-surface groundwater, surficial soil and sediments and rising carbon dioxide. Rising mantle CO2 dissolves in the water to create carbonic acid, which in turn dissolves the calcite in the soil in the sediments. When the pH rises later due to degassing, the carbonate crusts are left in the places where the water was flowing in veins, channels and interfaces between high and low permeability materials. The crusts have the potential for being important records of natural and human agencies on the landscape of the area. They reflect the isotopic composition of the waters in which they precipitated in, and also contain isotopic information about the aeolian calcium fluxes affecting the area (using strontium isotopes). Moreover, changing stream valley base levels can be identified and measured, which can help quantify the rates of tectonic movement. Finally, human activities such and channel construction and terrace building can be identified and traced temporally and spatially using these deposits.

Keywords: anthropogenic change, carbonate crusts, environmental change, Jordan

Procedia PDF Downloads 266
3434 Gaia (Earth) Education Philosophy – A Journey Back to the Future

Authors: Darius Singh

Abstract:

This study adopts a research, develop, and deploy methodology to create a state-of-the-art forest preschool environment using technology and the Gaia (Earth) Education Philosophy as design support. The new philosophy adopts an ancient Greek terminology, “Gaia,” meaning “Mother Earth”, and it take its principle to model everything with the oldest living and breathing entity that it know – Earth. This includes using nature and biomimicry-based principles in building design, environments, curricula, teaching, learning, values and outcomes for children. The study highlights the potential effectiveness of the Gaia (Earth) Education Philosophy as a means of designing Earth-inspired environments for children’s learning. The discuss the strengths of biomimicry-based design principles and propose a curriculum that emphasizes natural outcomes for early childhood learning. Theoretical implications of the study are that the Gaia (Earth) Education Philosophy could serve as a strong foundation for educating young learners.it present a unique approach that promotes connections with Earth-principles and lessons that can contribute to the development of social and environmental consciousness among children and help educate generations to come into a stable and balanced future.

Keywords: earth science, nature education, sustainability, gaia, forest school, nature, inspirational teaching and learning

Procedia PDF Downloads 48
3433 Hybrid Algorithm for Non-Negative Matrix Factorization Based on Symmetric Kullback-Leibler Divergence for Signal Dependent Noise: A Case Study

Authors: Ana Serafimovic, Karthik Devarajan

Abstract:

Non-negative matrix factorization approximates a high dimensional non-negative matrix V as the product of two non-negative matrices, W and H, and allows only additive linear combinations of data, enabling it to learn parts with representations in reality. It has been successfully applied in the analysis and interpretation of high dimensional data arising in neuroscience, computational biology, and natural language processing, to name a few. The objective of this paper is to assess a hybrid algorithm for non-negative matrix factorization with multiplicative updates. The method aims to minimize the symmetric version of Kullback-Leibler divergence known as intrinsic information and assumes that the noise is signal-dependent and that it originates from an arbitrary distribution from the exponential family. It is a generalization of currently available algorithms for Gaussian, Poisson, gamma and inverse Gaussian noise. We demonstrate the potential usefulness of the new generalized algorithm by comparing its performance to the baseline methods which also aim to minimize symmetric divergence measures.

Keywords: non-negative matrix factorization, dimension reduction, clustering, intrinsic information, symmetric information divergence, signal-dependent noise, exponential family, generalized Kullback-Leibler divergence, dual divergence

Procedia PDF Downloads 232
3432 A Short Study on the Effects of Public Service Advertisement on Gender Bias in Accessible and Non-Accessible Format

Authors: Amrin Moger, Sagar Bhalerao, Martin Mathew

Abstract:

Advertisements play a vital role in dissemination of information regarding products and services. Advertisements as Mass Media tool is not only a source of entertainment, but also a source of information, education and entertainment. It provides information about the outside world and exposes us to other ways of life and culture. Public service advertisements (PSA) are generally aimed at public well-being. Aim of PSA is not to make profit, but rather to change public opinion and raise awareness in the Society about a social issue.’ Start with the boys’ is one such PSA aims to create awareness about issue of ‘gender bias’ that is taught prevalent in the society. Persons with disabilities (PWDs) are also consumers of PSA in the society. The population of persons with disability in the society also faces gender bias and discrimination. It is a double discrimination. The advertisement selected for the study gives out a strong message on gender bias and therefore must be accessible to everyone including PWDs in the society. Accessibility of PSA in the digital format can be done with the help of Universal Design (UD) in digital media application. Features of UD inclusive in nature, and it focus on eliminating established barriers through initial designs. It considers the needs of diverse people, whether they are persons with or without disability. In this research two aspects of UD in digital media: captioning and Indian sign language (ISL) is used. Hence a short survey study was under taken to know the effects of a multimedia on gender bias, in accessible format on persons with and without disability. The result demonstrated a significant difference in the opinion, on the usage accessible and non-accessible format for persons with and without disability and their understanding of message in the PSA selected for the study.

Keywords: public service advertisements, gender, disability, accessibility

Procedia PDF Downloads 341
3431 Nutritional and Antioxidant Properties of Prickly Pear (Opuntia ficus indica Mill.) Grown in Algeria

Authors: Asma Temagoult, Bariza Zitouni, Yassin Noui

Abstract:

Cactus fruit contains different nutritional and functional components, which are used because of their benefits to human health, such as flavonoids, phenolic compounds, carotenoids and vitamins C. It has hypoglycemic and hypolipidemic action, and antioxidant properties related to anticarcinogenic, antiulcerogenic and immunomodulatory effects. The antioxidant and nutritional properties have been characterized in cactus prickly pear (Opuntia ficus-indica Mill.), cultivar yellow, grown in Arris area; Eastern of Algeria. The antioxidant properties of this cactus cultivar were higher than the others cactus cultivar in the world. The amount of fruit phenolic compounds revealed contents between 20.65 and 45.70 mg / 100 g of FW for total polyphenols and 0.519 - 0.591 mg / 100 g of FW for the flavonoids. The antioxidant activity was evaluated by DPPH radical scavenging and FRAP (ferric reducing antioxidant power) methods. The average recorded to the potassium content is about 1070 mg / 100 g of the fresh weight; sodium is 60.7 mg / 100 g of the fresh weight and 80 mg / 100g for the calcium. According to the high value of this cactus, it was considered as a good nutrient and important pharmaceutical resource. It could be used as a natural additive or substituted food supplement in many foodstuffs production, to benefit from these benefits.

Keywords: antioxidant properties, DPPH, FRAP, nutritional properties, Opuntia ficus indica

Procedia PDF Downloads 295
3430 Evaluation of Limestone as Self-Curing Aggregate for Concretes in the Southeast of Yucatan Peninsula

Authors: D. G. Rejon-Parra, B. Escobar-Morales, Romeli Barbosa, J. C. Cruz

Abstract:

In the southeast of Yucatan Peninsula, sedimentary limestone has different degrees of compaction. Due to its recent geological formation (Quaternary) and weathering effects causing an affordable aggregate for local manufacturers of concrete. It is characterized as lightweight aggregates (average density of 2,50), susceptible to abrasion and varying porosities (water content exceeding 7,50 % of its mass, in saturated condition). In this study, local aggregates with two moisture conditions (saturated and dry), have been examined in order to compare them for optimizing the performance of concrete. It is possible that these aggregates favour a phenomenon of mass transport (self-curing by porous aggregate); influencing the water reactions to form crystalline and gel hydration products. Based on the ACI methodology, a concrete mixture of 250 kg/cm2 was designed, with portland blended cement 30R. The bond between the mortar and the coarse aggregate was characterized as physicochemical based on trials which were carefully observed during time span of 28 days. The BET technique was used to analyse the micro porosity and surface areas of contact of the different crystalline phases of the limestone. Its chemical composition and crystal structures were verified with scanning electron microscopy SEM-EDS. On the third day, the samples with saturated aggregate reached 237 kg/cm2 of resistence, nearly the design strength; while samples with dry aggregate, exceeded the design strength, with a capacity of 308 kg/cm2. Aggregates in dry conditions demand a high quantity of water in the initial mixture, causing high resistance at the early stages. In saturated conditions, the development of resistance is progressive but constant.

Keywords: concrete, internal curing, limestone aggregate, porosity

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3429 Moisture Impact on the Utilization of Recycled Concrete Fine Aggregate to Produce Mortar

Authors: Rahimullah Habibzai

Abstract:

To achieve a sustainable concrete industry, reduce exploitation of the natural aggregate resources, and mitigate waste concrete environmental burden, one way is to use recycled concrete aggregate. The utilization of low-quality fine aggregate inclusively recycled concrete sand that is produced from crushing waste concrete recently has become a popular and challenging topic among researchers nowadays. This study provides a scientific base for promoting the application of concrete waste as fine aggregate in producing concrete by conducting a comprehensive laboratory program. The mechanical properties of mortar made from recycled concrete fine aggregate (RCFA), that is produced by pulse power crushing concrete waste are satisfactory and capable of being utilized in the construction industry. A better treatment of RCFA particles and enhancing its quality will make it possible to be utilized in producing structural concrete. Pulse power discharge technology is proposed in this research to produce RCFA, which is a more effective and promising technique compared to other recycling methods to generate medium to high-quality recycled concrete fine aggregate with a reduced amount of powder, mitigate the environmental burden, and save more space.

Keywords: construction and demolition waste, concrete waste recycle fine aggregate, pulse power discharge

Procedia PDF Downloads 132
3428 Implementation of a Quality Management Approach in the Laboratory of Quality Control and the Repression of Fraud (CACQE) of the Wilaya of Bechar

Authors: Khadidja Mebarki, Naceur Boussouar, Nabila Ihaddadene, M. Akermi

Abstract:

Food products are particularly sensitive, since they concern the health of the consumer, whether it’s be from the health point of view or commercial, this kind of product must be subjected to rigorous controls, in order to prevent any fraud. Quality and safety are essential for food security, public health and economic development. The strengthening of food security is essential to increase food security which is considered reached when all individuals can at any time access safe and nutritious food they need to lead healthy and active lives. The objective of this project is to initiate a quality approach in the laboratories of the quality control and the repression of fraud. It will be directed towards the application of good laboratory practices, traceability, management of quality documents (quality, procedures and specification manual) and quality audits. And to prepare the ground for a possible accreditation by ISO 17025 standard of BECHAR laboratory’s. The project will take place in four main stages: 1- Preparation of an audit grid; 2- Realization of a quality audit according to the method of 5 M completed by a section on quality documentation; 3- Drafting of an audit report and proposal for recommendations; 4- Implementation of corrective actions on the ground. This last step consisted in the formalization of the cleaning disinfection plan; work on good hygiene practices, establishment of a mapping of processes and flow charts of the different processes of the laboratory, classifying quality documents and formalizing the process of document management. During the period of the study within the laboratory, all facets of the work were almost appreciated, as we participated in the expertise performed in within it.

Keywords: quality, management, ISO 17025 accreditation, GLP

Procedia PDF Downloads 501
3427 The Extraction and Stripping of Hg(II) from Produced Water via Hollow Fiber Contactor

Authors: Dolapop Sribudda, Ura Pancharoen

Abstract:

The separation of Hg(II) from produced water by hollow fiber contactors (HFC) was investigation. This system included of two hollow fiber modules in the series connecting. The first module used for the extraction reaction and the second module for stripping reaction. Aliquat336 extractant was fed from the organic reservoirs into the shell side of the first hollow fiber module and continuous to the shell side of the second module. The organic liquid was continuously feed recirculate and back to the reservoirs. The feed solution was pumped into the lumen (tube side) of the first hollow fiber module. Simultaneously, the stripping solution was pumped in the same way in tube side of the second module. The feed and stripping solution was fed which had a counter current flow. Samples were kept in the outlet of feed and stripping solution for 1 hour and characterized concentration of Hg(II) by Inductively Couple Plasma Atomic Emission Spectroscopy (ICP-AES). Feed solution was produced water from natural gulf of Thailand. The extractant was Aliquat336 dissolved in kerosene diluent. Stripping solution used was nitric acid (HNO3) and thiourea (NH2CSNH2). The effect of carrier concentration and type of stripping solution were investigated. Results showed that the best condition were 10 % (v/v) Aliquat336 and 1.0 M NH2CSNH2. At the optimum condition, the extraction and stripping of Hg(II) were 98% and 44.2%, respectively.

Keywords: Hg(II), hollow fiber contactor, produced water, wastewater treatment

Procedia PDF Downloads 386
3426 Effects of Ethylene Scavengering Packaging on the Shelf Life of Edible Mushroom

Authors: Majid Javanmard

Abstract:

Edible mushrooms are those agricultural products which contain high quantity of protein and can have special role in human diet. So search for methods to increase their shelf life is important. One of these strategies can be use of active packaging for absorb the ethylene which has been studied in present study. In this study, initially, production of impregnating zeolite with potassium permanganate has been studied with zeolite clinoptiolite available in iran. After that, these ethylene scavengers were placed in the package of edible mushrooms and then transferred to the refrigerator with temperature 4c for a period of 20 days. Each 5 days, several experiments accomplished on edible mushrooms such as weight loss, moisture content, color, texture, bacterial experiments and sensory evaluation. After production of impregnating zeolite with potassium permanganate (with a concentration of %2.5, %5, %7.5, %10 and %12.5) by zeolite type clinoptiolite (with mesh 35 and 60), samples have been analyzed with gas chromatography and titration with sodium oxalate. The results showed that zeolite by concentration of %5, %7.5 and %10 potassium permanganate and mesh 60 have a higher efficiency. Results from the experiments on edible mushrooms proved that impregnated zeolite with potassium permanganate have a meaningful influence in prevent the weight loss, decrease of moisture content and L-value, increase of a-value and overall color change (ΔE) and decrease of firmness texture of mushrooms. In addition, these absorbents can influence on decrease microbial load (mesophilic bacteria) rather than control. Generally, concluded that the impregnated zeolite with 10% permanganate potassium has a high efficiency on increase the shelf life of fresh edible mushrooms.

Keywords: active packaging, ethylene scavenger, zeolite clinoptiolite, permanganate potassium, shelf life

Procedia PDF Downloads 399
3425 Neutral Sugars in Two-Step Hydrolysis of Laurel-Leaved and Cryptomeria japonica Forests

Authors: Ayuko Itsuki, Sachiyo Aburatani

Abstract:

Soil neutral sugar contents in Kasuga-yama Hill Primeval Forest, which is a World Heritage Site in Nara, Japan consisting of lowland laurel-leaved forest where natural conditions have been preserved for more than 1,000 years, were examined using the two-step hydrolysis to clarify the source of the neutral sugar and relations with the neutral sugar constituted the soil organic matter and the microbial biomass. Samples were selected from the soil (L, F, H and A horizons) surrounding laurel-leaved (BB-1) and Carpinus japonica (BB-2 and PW) trees for analysis. The neutral sugars were one factor of increasing the fungal and bacterial biomass in the laurel-leaved forest soil (BB-1). The more neutral sugar contents in the Cryptomeria japonica forest soil (PW) contributed to the growth of the bacteria and fungi than those of in the Cryptomeria japonica forest soil (BB-2). The neutral sugars had higher correlation with the numbers of bacteria and fungi counted by the dilution plate count method than by the direct microscopic count method. The numbers of fungi had higher correlation with those of bacteria by the dilution plate method.

Keywords: forest soil, neutral sugars, soil organic matter, two-step hydrolysis

Procedia PDF Downloads 251
3424 Modeling of Particle Reduction and Volatile Compounds Profile during Chocolate Conching by Electronic Nose and Genetic Programming (GP) Based System

Authors: Juzhong Tan, William Kerr

Abstract:

Conching is one critical procedure in chocolate processing, where special flavors are developed, and smooth mouse feel the texture of the chocolate is developed due to particle size reduction of cocoa mass and other additives. Therefore, determination of the particle size and volatile compounds profile of cocoa bean is important for chocolate manufacturers to ensure the quality of chocolate products. Currently, precise particle size measurement is usually done by laser scattering which is expensive and inaccessible to small/medium size chocolate manufacturers. Also, some other alternatives, such as micrometer and microscopy, can’t provide good measurements and provide little information. Volatile compounds analysis of cocoa during conching, has similar problems due to its high cost and limited accessibility. In this study, a self-made electronic nose system consists of gas sensors (TGS 800 and 2000 series) was inserted to a conching machine and was used to monitoring the volatile compound profile of chocolate during the conching. A model correlated volatile compounds profiles along with factors including the content of cocoa, sugar, and the temperature during the conching to particle size of chocolate particles by genetic programming was established. The model was used to predict the particle size reduction of chocolates with different cocoa mass to sugar ratio (1:2, 1:1, 1.5:1, 2:1) at 8 conching time (15min, 30min, 1h, 1.5h, 2h, 4h, 8h, and 24h). And the predictions were compared to laser scattering measurements of the same chocolate samples. 91.3% of the predictions were within the range of later scatting measurement ± 5% deviation. 99.3% were within the range of later scatting measurement ± 10% deviation.

Keywords: cocoa bean, conching, electronic nose, genetic programming

Procedia PDF Downloads 236
3423 Isolation and Identification of Probiotic Lactic Acid Bacteria with Cholesterol Lowering Potential and Their Use in Fermented Milk Product

Authors: Preeyarach Whisetkhan, Malai Taweechotipatr, Ulisa Pachekrepapol

Abstract:

Elevated level of blood cholesterol or hypercholesterolemia may lead to atherosclerosis and poses a major risk for cardiovascular diseases. Probiotics play a crucial role in human health, and probiotic bacteria that possesses bile salt hydrolase (BSH) activity can be used to lower cholesterol level of the host. The aim of this study was to investigate whether lactic acid bacteria (LAB) isolated from traditional Thai fermented foods were able to exhibit bile salt hydrolase activity and their use in fermented milk. A total of 28 isolates were tested for BSH activity by plate method on MRS agar supplemented with 0.5% sodium salt of taurodeoxycholic acid and incubated at 37°C for 48 h under anaerobic condition. The results showed that FN1-1 and FN23-3 isolates possessed strong BSH activity. FN1-1 and FN23-3 isolates were then identified for phenotype, biochemical characteristics, and genotype (16S rRNA sequencing). FN1-1 isolate showed 99.92% similarity to Lactobacillus pentosus DSM 20314(T), while FN23-3 isolate showed 99.94% similarity to Enterococcus faecium CGMCC1.2136 (T). Lactobacillus pentosus FN1-1 and Enterococcus faecium FN23-3 were tolerant of pH 3-4 and 0.3 and 0.8% bile. Bacterial count and pH of milk fermented with Lactobacillus pentosus FN1-1 at 37°C and 43°C were investigated. The results revealed that Lactobacillus pentosus FN1-1 was able to grow in milk, which led to decrease in pH level. Fermentation at 37°C resulted in faster growth rate than at 43 °C. Lactobacillus pentosus FN1-1 was a candidate probiotic to be used in fermented milk products to reduce the risk of high-cholesterol diseases.

Keywords: probiotics, lactic acid bacteria, bile salt hydrolase, cholesterol

Procedia PDF Downloads 142
3422 Sea-Land Segmentation Method Based on the Transformer with Enhanced Edge Supervision

Authors: Lianzhong Zhang, Chao Huang

Abstract:

Sea-land segmentation is a basic step in many tasks such as sea surface monitoring and ship detection. The existing sea-land segmentation algorithms have poor segmentation accuracy, and the parameter adjustments are cumbersome and difficult to meet actual needs. Also, the current sea-land segmentation adopts traditional deep learning models that use Convolutional Neural Networks (CNN). At present, the transformer architecture has achieved great success in the field of natural images, but its application in the field of radar images is less studied. Therefore, this paper proposes a sea-land segmentation method based on the transformer architecture to strengthen edge supervision. It uses a self-attention mechanism with a gating strategy to better learn relative position bias. Meanwhile, an additional edge supervision branch is introduced. The decoder stage allows the feature information of the two branches to interact, thereby improving the edge precision of the sea-land segmentation. Based on the Gaofen-3 satellite image dataset, the experimental results show that the method proposed in this paper can effectively improve the accuracy of sea-land segmentation, especially the accuracy of sea-land edges. The mean IoU (Intersection over Union), edge precision, overall precision, and F1 scores respectively reach 96.36%, 84.54%, 99.74%, and 98.05%, which are superior to those of the mainstream segmentation models and have high practical application values.

Keywords: SAR, sea-land segmentation, deep learning, transformer

Procedia PDF Downloads 152
3421 Celebrity Endorsement: How It Works When a Celebrity Fits the Brand and Advertisement

Authors: Göksel Şimşek

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Celebrities are admired, appreciated and imitated all over the world. As a natural result of this, today many brands choose to work with celebrities for their advertisements. It can be said that the more the brands include celebrities in their marketing communication strategies, the tougher the competition in this field becomes and they allocate a large portion of their marketing budget to this. Brands invest in celebrities who will represent them in order to build the image they want to create. This study aimed to bring under spotlight the perceptions of Turkish customers regarding the use of celebrities in advertisements and marketing communication and try to understand their possible effects on subsequent purchasing decisions. In addition, consumers’ reactions and perceptions were investigated in the context of the product-celebrity match, to what extent the celebrity conforms to the concept of the advertisement and the celebrity-target audience match. In order to achieve this purpose, a quantitative research was conducted as a case study concerning Mavi Jeans (textile company). Information was obtained through survey. The results from this case study are supported by relevant theories concerning the main subject. The most valuable result would be that instead of creating an advertisement around a celebrity in demand at the time, using a celebrity that fits the concept of the advertisement and feeds the concept rather than replaces it, that is celebrity endorsement, will lead to more striking and positive results.

Keywords: celebrity endorsement, product-celebrity match, advertising, social sciences

Procedia PDF Downloads 183
3420 Guadua Bamboo as Eco-Friendly Element in Interior Design and Architecture

Authors: Sarah Noaman

Abstract:

Utilizing renewable resources has become extensive solution for most problems in Egypt nowadays. It plays role in environmental issues such as energy crisis, lake of natural resources and climate change. This paper focuses on the importance of working with the key concepts of creating eco-friendly spaces in Egypt by using traditional perennial plants, such as Guadua bamboo as renewable resources in structures manufacture. Egypt is in critical need to search for alternative raw materials. Thus, this paper focuses on studying the usage of neglected yet affordable materials, such as Guadua bamboo in light weight structures and digital fabrication. Guadua bamboo has been cultivated throughout in tropical and subtropical areas. In Egypt, they exist in many rural areas where people try to control their growth by using pesticides as it serves no economic purpose. This paper aims to discuss the usage of Guadua bamboo either in its original state or after fabrication in the context of interior design and architecture. The results will show the applicability of using perennial plants as complementary materials in the manufacturing processes; also the conclusion will focus the lights on the importance of re-forming shallow water plants in interior design and architecture.

Keywords: digital fabrication, Guadua bamboo, zero-waste material, sustainable material, interior architecture

Procedia PDF Downloads 139
3419 Computational Neurosciences: An Inspiration from Biological Neurosciences

Authors: Harsh Sadawarti, Kamal Malik

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Humans are the unique and the most powerful creature on this planet just because of the high level of intelligence gifted by nature. Computational Intelligence is highly influenced by the term natural intelligence, neurosciences and mathematics. To deal with the in-depth study of computational intelligence and to utilize it in real-life applications, it is quite important to understand its simulation with the human brain. In this paper, the three important parts, Frontal Lobe, Occipital Lobe and Parietal Lobe of the human brain, are compared with the ANN(Artificial Neural Network), CNN(Convolutional Neural network), and RNN(Recurrent Neural Network), respectively. Intelligent computational systems are created by combining deductive reasoning, logical concepts and high-level algorithms with the simulation and study of the human brain. Human brain is a combination of Physiology, Psychology, emotions, calculations and many other parameters which are of utmost importance that determines the overall intelligence. To create intelligent algorithms, smart machines and to simulate the human brain in an effective manner, it is quite important to have an insight into the human brain and the basic concepts of biological neurosciences.

Keywords: computational intelligence, neurosciences, convolutional neural network, recurrent neural network, artificial neural network, frontal lobe, occipital lobe, parietal lobe

Procedia PDF Downloads 97
3418 Evaluation of Antagonistic and Aggregation Property of Probiotic Lactic Acid Bacteria Isolated from Bovine Milk

Authors: Alazar Nebyou, Sujata Pandit

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Lactic acid bacteria (LAB) are essential ingredients in probiotic foods, intestinal microflora, and dairy products that are capable of coping up with harsh gastrointestinal tract conditions and are available in a variety of environments. The objective of this study is to evaluate the probiotic property of LAB isolated from bovine milk. Milk samples were collected from local dairy farms. Samples were obtained using sterile test tubes and transported to a laboratory in the icebox for further biochemical characterization. Preliminary physiological and biochemical identification of LAB isolates was conducted by growing on MRS agar after ten-fold serial dilution. Seven of the best isolates were selected for the evaluation of the probiotic property. The LAB isolates were checked for resistance to antibiotics and their antimicrobial activity by disc diffusion assay and agar well diffusion assay respectively. Bile salt hydrolase activity of isolates was studied by growing isolates in a BSH medium with bile salt. Cell surface property of isolates was assayed by studying their autoaggregation and coaggregation percentage with S. aerues. All isolates were found BSH positive. In addition, BCM2 and BGM1 were susceptible to all antibiotic disks except BBM1 which was resistant to all antibiotic disks. BCM1 and BGM1 had the highest autoaggregation and coaggregation potential respectively. Since all LAB isolates showed gastrointestinal tolerance and good cell surface property they could be considered as good potential probiotic candidates for treatment and probiotic starter culture preparation.

Keywords: probiotic, aggregation, lactic acid bacteria, antimicrobial activity

Procedia PDF Downloads 198
3417 Integrated Design in Additive Manufacturing Based on Design for Manufacturing

Authors: E. Asadollahi-Yazdi, J. Gardan, P. Lafon

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Nowadays, manufactures are encountered with production of different version of products due to quality, cost and time constraints. On the other hand, Additive Manufacturing (AM) as a production method based on CAD model disrupts the design and manufacturing cycle with new parameters. To consider these issues, the researchers utilized Design For Manufacturing (DFM) approach for AM but until now there is no integrated approach for design and manufacturing of product through the AM. So, this paper aims to provide a general methodology for managing the different production issues, as well as, support the interoperability with AM process and different Product Life Cycle Management tools. The problem is that the models of System Engineering which is used for managing complex systems cannot support the product evolution and its impact on the product life cycle. Therefore, it seems necessary to provide a general methodology for managing the product’s diversities which is created by using AM. This methodology must consider manufacture and assembly during product design as early as possible in the design stage. The latest approach of DFM, as a methodology to analyze the system comprehensively, integrates manufacturing constraints in the numerical model in upstream. So, DFM for AM is used to import the characteristics of AM into the design and manufacturing process of a hybrid product to manage the criteria coming from AM. Also, the research presents an integrated design method in order to take into account the knowledge of layers manufacturing technologies. For this purpose, the interface model based on the skin and skeleton concepts is provided, the usage and manufacturing skins are used to show the functional surface of the product. Also, the material flow and link between the skins are demonstrated by usage and manufacturing skeletons. Therefore, this integrated approach is a helpful methodology for designer and manufacturer in different decisions like material and process selection as well as, evaluation of product manufacturability.

Keywords: additive manufacturing, 3D printing, design for manufacturing, integrated design, interoperability

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3416 Exploratory Analysis of A Review of Nonexistence Polarity in Native Speech

Authors: Deawan Rakin Ahamed Remal, Sinthia Chowdhury, Sharun Akter Khushbu, Sheak Rashed Haider Noori

Abstract:

Native Speech to text synthesis has its own leverage for the purpose of mankind. The extensive nature of art to speaking different accents is common but the purpose of communication between two different accent types of people is quite difficult. This problem will be motivated by the extraction of the wrong perception of language meaning. Thus, many existing automatic speech recognition has been placed to detect text. Overall study of this paper mentions a review of NSTTR (Native Speech Text to Text Recognition) synthesis compared with Text to Text recognition. Review has exposed many text to text recognition systems that are at a very early stage to comply with the system by native speech recognition. Many discussions started about the progression of chatbots, linguistic theory another is rule based approach. In the Recent years Deep learning is an overwhelming chapter for text to text learning to detect language nature. To the best of our knowledge, In the sub continent a huge number of people speak in Bangla language but they have different accents in different regions therefore study has been elaborate contradictory discussion achievement of existing works and findings of future needs in Bangla language acoustic accent.

Keywords: TTR, NSTTR, text to text recognition, deep learning, natural language processing

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3415 In vitro Effects of Berberine on the Vitality and Oxidative Profile of Bovine Spermatozoa

Authors: Eva Tvrdá, Hana Greifová, Peter Ivanič, Norbert Lukáč

Abstract:

The aim of this study was to evaluate the dose- and time-dependent in vitro effects of berberine (BER), a natural alkaloid with numerous biological properties on bovine spermatozoa during three time periods (0 h, 2 h, 24 h). Bovine semen samples were diluted and cultivated in physiological saline solution containing 0.5% DMSO together with 200, 100, 50, 10, 5, and 1 μmol/L BER. Spermatozoa motility was assessed using the computer assisted semen analyzer. The viability of spermatozoa was assessed by the metabolic (MTT) assay, production of superoxide radicals was quantified using the nitroblue tetrazolium (NBT) test, and chemiluminescence was used to evaluate the generation of reactive oxygen species (ROS). Cell lysates were prepared and the extent of lipid peroxidation (LPO) was evaluated using the TBARS assay. The results of the movement activity showed a significant increase in the motility during long term cultivation in case of concentrations ranging between 1 and 10 μmol/L BER (P < 0.01; P < 0.001; 24 h). At the same time, supplementation of 1, 5 and 10 μmol/L BER led to a significant preservation of the cell viability (P < 0.001; 24 h). BER addition at a range of 1-50 μmol/L also provided a significantly higher protection against superoxide (P < 0.05) and ROS (P < 0.001; P < 0.01) overgeneration as well as LPO (P < 0.01; P<0.05) after a 24 h cultivation. We may suggest that supplementation of BER to bovine spermatozoa, particularly at concentrations ranging between 1 and 50 μmol/L, may offer protection to the motility, viability and oxidative status of the spermatozoa, particularly notable at 24 h.

Keywords: berberine, bulls, motility, oxidative profile, spermatozoa, viability

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3414 Experimental Study on Use of Crumb Rubber to Mitigate Expansive Soil Pressures on Basement Walls

Authors: Kwestan Salimi, Jenna Jacoby, Michelle Basham, Amy Cerato

Abstract:

The extreme annual weather patterns of the central United States have increased the need for underground shelters for protection from destructive tornadic activity. However, very few residential homes have basements due to the added construction expense and the prevalence of expansive soils covering the central portion of the United States. These expansive soils shrink and swell, increasing earth pressure on basement walls. To mitigate the effect of expansive soils on basement walls, this study performed bench-scale tests using a common natural expansive soil mitigated with a backfill layer of crumb rubber. The results revealed that at 80% soil compaction, a 1:6 backfill height to total height ratio produced a 66% reduction in swell pressure. However, this percent reduction decreased to 27% for 90% soil compaction. It was also found that there is a strong linear correlation between compaction percentage and reduction in swell pressure when using the same backfill height to total height ratio. Using this correlation and extrapolating to 95% compaction, the percent reduction in swell pressure was approximately 12%.

Keywords: expansive soils, swell/shrink, swell pressure, stabilization, crumb rubber

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3413 In-Vitro Assessment of Saponin’s Level and Hemolytic Activity of Five Medicinal Plants from Eritrea

Authors: Leah Ghebreberhan, Liya Abraham, John Issac, Atul Kaushik

Abstract:

Medicinal plants are used for various indications in Eritrea according to traditional systems of medicine. Safety concerns, however, are dubious since some medicinal plants have toxic effects indeed. The medicinal plants under study (Commicarpus pedunculosis, Steganotaenia araliaceae, Boscia angustifolia, Solanum incanum, and Calpurnia aurea) are used in the treatment of various diseases. Thus, safety studies must be performed prior to usage since they are rich in phytoconstituents like saponins. Saponns are natural glycosides with several pharmacologic activities including hemolysis. The study was done to assess the level of saponin and toxic effects (hemolysis) of medicinal plants used in folk medicine. The plant extracts were subject to phytochemical analysis, foam test, and hemolytic assay. Regarding the Fh value, Solanam incanum consisted highest Fh value (20mm), whereas Boscia angustifolia showed the lowest Fh value (10mm). The level of hemolysis of all the plant extracts ranged between 9.0 to 20.2 %. All the plant extracts were suitable for treatment with respect to saponin level since they exhibited minimal hemolytic effect against erythrocytes.

Keywords: Boscia angustifolia, Calpurnia aurea, Commicarpus pedunculosis, hemolysis, saponin, Solanum incanum, Steganotaenia araliaceae

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3412 An Ethnobotanical Survey of Medicinal Plants for the Treatment of Infantile Diarrhea in the Eastern Cape Province of South Africa

Authors: Anela Lupuwana

Abstract:

The main objective of this paper is to develop an ethnobotanical survey that documents medicinal plants used to treat diarrhea among infants in the Eastern Cape province of South Africa. In South Africa’s pluralistic healthcare system, medicinal plants are an integral part of healing and treating an array of diseases. This is also the case in rural areas of South Africa, where healthcare facilities are hard to access. There is a lack of literature on the use of medicinal plants to cure ailments common to children, and this paper fills this gap. A total of 18 participants were interviewed using semi-structured interviews. A purposive approach was used to sample the study cohorts. A total of 28 medicinal plants representing 19 different families were recorded, with the family Asteraceae (11%) having the most medicinal plants. The remaining plants (82%) were distributed equally among the following families: Rubiaceae, Canellaceae, Aloaceae, Rutaceae, Thymeleaceae, Myrinaceae, Olinaceae, Iradeceae, Zingiberaceae, Capparaceae, Aizoaceae, Fabaceae, Geraniaceae, Cornaceae, Monimiaceae, Talinaceae, Chrysobalanaceae, and Icacinaceae. Oral administration was the most common mode of administration, with 82% of plants taken orally. Healing was proven to be holistic; it was more than just treating physical ailments as such; infants were protected from evil spirits that made them vulnerable to illnesses. There was also evidence of the assimilation of Dutch medicine and animal products into traditional healing methods. In order to mitigate the prevalence of disease and illness in South Africa, I recommend that diversity in healing practices should be acknowledged and appreciated.

Keywords: infants, traditional healers, primary care givers, traditional medicine

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3411 The Determinants of Customer’s Purchase Intention of Islamic Credit Card: Evidence from Pakistan

Authors: Nasir Mehmood, Muhammad Yar Khan, Anam Javeed

Abstract:

This study aims to scrutinize the dynamics which tend to impact customer’s purchasing intention of Islamic credit card and nexus of product’s knowledge and religiosity with the attitude of potential Islamic credit card’s customer. The theory of reasoned action strengthened the idea that intentions due to its proven predictive power are most likely to instigate intended consumer behavior. Particularly, the study examines the relationships of perceived financial cost (PFC), subjective norms (SN), and attitude (ATT) with the intention to purchase Islamic credit cards. Using a convenience sampling approach, data have been collected from 450 customers of banks located in Rawalpindi and Islamabad. A five-point Likert scale self-administered questionnaire was used to collect the data. The data were analyzed using the Statistical Package of Social Sciences (SPSS) through the procedures of principal component and multiple regression analysis. The results suggested that customer’s religiosity and product knowledge are strong indicators of attitude towards buying Islamic credit cards. Likewise, subjective norms, attitude, and perceived financial cost have a significant positive impact on customers’ purchase intent of Islamic bank’s credit cards. This study models a useful path for future researchers to further investigate the underlined phenomenon along with a variety of psychodynamic factors which are still in its infancy, at least in the Pakistani banking sector. The study also provides an insight to the practitioners and Islamic bank managers for directing their efforts toward educating customers regarding the use of Islamic credit cards and other financial products.

Keywords: attitude, Islamic credit card, religiosity, subjective norms

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3410 Allelopathic Effect of Duranta Repens on Salinity-Stressed Solanum Lycopersicum Seedlings

Authors: Olusola Nafisat Omoniyi

Abstract:

Aqueous extract of Duranta repens leaves was investigated for its allelopathic effect on Solanum lycopersicum Seedlings germinated and grown under salinity condition. The study was carried out using both laboratory petri dish and pot assays to simulate the plant’s natural environmental conditions. The experiment consisted of 5 groups (1-5), each containing 5 replicates (of 10 seeds). Group 1 was treated with distilled water; Group 2 was treated with 5 mM NaCl; Group 3 was treated with the Extract, Group 4 was treated with a mixture of 5 mM NaCl and the Extract (2:1 v/v), and Group 5 was treated with a mixture of 5 mM NaCl and the Extract (1:2 v/v). The results showed that treatment with NaCl caused significant reductions in germination, growth parameters (plumule and radicle lengths), and chlorophyll concentration of S. lycopersicum seedlings when compared to those treated with D. rupens aqueous leaf extract. Salinity also caused an increase in malondialdehyde and proline concentrations and lowered the activity of superoxide dismutase. However, in the presence of the extract, the adverse effects of the NaCl were attenuated, implying that the extract improved tolerance of S. lycopersicum seedlings. In conclusion, the findings of this study show that the extract is very important in the optimal growth of the plant in saline soil, which has become useful for the management of soil salinity problems.

Keywords: agriculture, allelopathic, salinity, soil, tomato, production, photosynthesis

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3409 Towards an Adornian Critical Theory of the Environment

Authors: Dominic Roulx

Abstract:

Many scholars have in the past decade emphasized the relevance of Adorno’s criticism of the rationalized domination of nature (Naturbeherrschung) for thinking the environmental crisis. Beyond the intersubjective critical models of thinkers such as Habermas and Honneth, Adorno’s critical theory has the benefit, according to them, of disclosing the entwinement of social and natural domination in a critically productive way. The author will be arguing in this paper that Adorno’s model of critical theory displays a theoretical framework that is both original and relevant for thinking the ins and outs of the currentenvironmental crisis. To do so, he first construe Adorno’s understanding of the historical domination of nature and argue that Adorno’s method for its criticizing is immanent critique. He puts emphasis on how his understanding of the domination of nature implicitly implies an account of thedialectical relationship between reason and nature. In doing so, he presents a naturalistic understanding of his idea of the primacy of the object. Second, regarding Adorno’s concept of nature, he discusses what he sees as the shortcomings of many commentators’ understanding of the concept of nature in Adorno. He contends that they tend to fall short of Adorno’s concept of nature in failing to make sense of its thoroughly negative signification, thereby falling into an uncritical and fetichized comprehension of “nature. Third, he discusses the prospect for a possible “reconciliation” (Versöhnung) of nature with society. Highlighting how the domination of nature proves to produce the necessary conditions for its own overcoming, he contends that reconciliation with nature relies mainly on the subject’s capacity for critical self-reflection.

Keywords: german philosophy, adorno, nature, environmental crisis

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