Search results for: Focused ultrasound therapy
Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 1050

Search results for: Focused ultrasound therapy

720 Effect of Temperature on the Performance of Multi-Stage Distillation

Authors: A. Diaf, H. Aburideh, Z.Tigrine, D. Tassalit, F.Alaoui

Abstract:

The tray/multi-tray distillation process is a topic that has been investigated to great detail over the last decade by many teams such as Jubran et al. [1], Adhikari et al. [2], Mowla et al. [3], Shatat et al. [4] and Fath [5] to name a few. A significant amount of work and effort was spent focusing on modeling and/simulation of specific distillation hardware designs. In this work, we have focused our efforts on investigating and gathering experimental data on several engineering and design variables to quantify their influence on the yield of the multi-tray distillation process. Our goals are to generate experimental performance data to bridge some existing gaps in the design, engineering, optimization and theoretical modeling aspects of the multi-tray distillation process.

Keywords: Distillation, Desalination, Multi-Stage still, Solar Energy

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719 A Novel Web Metric for the Evaluation of Internet Trends

Authors: Radek Malinský, Ivan Jelínek

Abstract:

Web 2.0 (social networking, blogging and online forums) can serve as a data source for social science research because it contains vast amount of information from many different users. The volume of that information has been growing at a very high rate and becoming a network of heterogeneous data; this makes things difficult to find and is therefore not almost useful. We have proposed a novel theoretical model for gathering and processing data from Web 2.0, which would reflect semantic content of web pages in better way. This article deals with the analysis part of the model and its usage for content analysis of blogs. The introductory part of the article describes methodology for the gathering and processing data from blogs. The next part of the article is focused on the evaluation and content analysis of blogs, which write about specific trend.

Keywords: Blog, Sentiment Analysis, Web 2.0, Webometrics

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718 Towards Assessment of Indicators Influence on Innovativeness of Countries' Economies: Selected Soft Computing Approaches

Authors: Marta Czyżewska, Krzysztof Pancerz, Jarosław Szkoła

Abstract:

The aim of this paper is to assess the influence of several indicators determining innovativeness of countries' economies by applying selected soft computing methods. Such methods enable us to identify correlations between indicators for period 2006-2010. The main attention in the paper is focused on selecting proper computer tools for solving this problem. As a tool supporting identification, the X-means clustering algorithm, the Apriori rules generation algorithm as well as Self-Organizing Feature Maps (SOMs) have been selected. The paper has rather a rudimentary character. We briefly describe usefulness of the selected approaches and indicate some challenges for further research.

Keywords: Assessment of indicators, innovativeness, soft computing.

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717 Technology of Thermal Spray Coating Machining

Authors: Jana Petrů, Tomáš Zlámal, Robert Čep, Lenka Čepová

Abstract:

This article is focused on the thermal spray coating machining issue. Those are irreplaceable in many areas of nowadays industrial branches such as aerospace industry, mostly thanks to their excellent qualities in production and also in renovation of machinery parts. The principals of thermal spraying and elementary diversification are described in introduction. Plasma coating method of composite materials – cermets – is described more thoroughly. The second part describes thermal spray coating machining and grinding in detail. This part contains suggestion of appropriate grinding tool and assessment of cutting conditions used for grinding a given part. Conclusion describes a problem which occurred while grinding a cermet thermal spray coating with a specially designed grindstone and a way to solve this problem.

Keywords: Coating, aerospace, plasma, grinding.

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716 Thermal Analysis of Photovoltaic Integrated Greenhouse Solar Dryer

Authors: Sumit Tiwari, Rohit Tripathi, G. N. Tiwari

Abstract:

Present study focused on the utilization of solar energy by the help of photovoltaic greenhouse solar dryer under forced mode. A single slope photovoltaic greenhouse solar dryer has been proposed and thermal modelling has been developed. Various parameters have been calculated by thermal modelling such as greenhouse room temperature, cell temperature, crop temperature and air temperature at exit of greenhouse. Further cell efficiency, thermal efficiency, and overall thermal efficiency have been calculated for a typical day of May and November. It was found that system can generate equivalent thermal energy up to 7.65 kW and 6.66 kW per day for clear day of May and November respectively.

Keywords: Characteristics curve, Photovoltaic, Thermal modelling, Thermal efficiency.

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715 Sentiment Analysis: Popularity of Candidates for the President of the United States

Authors: Radek Malinský, Ivan Jelínek

Abstract:

This article deals with the popularity of candidates for the president of the United States of America. The popularity is assessed according to public comments on the Web 2.0. Social networking, blogging and online forums (collectively Web 2.0) are for common Internet users the easiest way to share their personal opinions, thoughts, and ideas with the entire world. However, the web content diversity, variety of technologies and website structure differences, all of these make the Web 2.0 a network of heterogeneous data, where things are difficult to find for common users. The introductory part of the article describes methodology for gathering and processing data from Web 2.0. The next part of the article is focused on the evaluation and content analysis of obtained information, which write about presidential candidates.

Keywords: Sentiment Analysis, Web 2.0, Webometrics.

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714 Production of Glucose from the Hydrolysis of Cassava Residue using Bacteria Isolates from Thai Higher Termites

Authors: Pitcha Wongskeo, Pramoch Rangsunvigit, Sumaeth Chavadej

Abstract:

The possibility of using cassava residue containing 49.66% starch, 21.47% cellulose, 12.97% hemicellulose, and 21.86% lignin as a raw material to produce glucose using enzymatic hydrolysis was investigated. In the experiment, each reactor contained the cassava residue, bacteria cells, and production medium. The effects of particles size (40 mesh and 60 mesh) and strains of bacteria (A002 and M015) isolated from Thai higher termites, Microcerotermes sp., on the glucose concentration at 37°C were focused. High performance liquid chromatography (HPLC) with a refractive index detector was used to determine the quantity of glucose. The maximum glucose concentration obtained at 37°C using strain A002 and 60 mesh of the cassava residue was 1.51 g/L at 10 h.

Keywords: Hydrolysis, termites, glucose, cassava

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713 An Edit-Distance Algorithm to Detect Correlated Attacks in Distributed Systems

Authors: Sule Simsek

Abstract:

Intrusion detection systems (IDS)are crucial components of the security mechanisms of today-s computer systems. Existing research on intrusion detection has focused on sequential intrusions. However, intrusions can also be formed by concurrent interactions of multiple processes. Some of the intrusions caused by these interactions cannot be detected using sequential intrusion detection methods. Therefore, there is a need for a mechanism that views the distributed system as a whole. L-BIDS (Lattice-Based Intrusion Detection System) is proposed to address this problem. In the L-BIDS framework, a library of intrusions and distributed traces are represented as lattices. Then these lattices are compared in order to detect intrusions in the distributed traces.

Keywords: Attack graph, distributed, edit-distance, misuse detection.

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712 Stress Analysis of Turbine Blades of Turbocharger Using Structural Steel

Authors: Roman Kalvin, Anam Nadeem, Saba Arif

Abstract:

Turbocharger is a device that is driven by the turbine and increases efficiency and power output of the engine by forcing external air into the combustion chamber. This study focused on the distribution of stress on the turbine blades and total deformation that may occur during its working along with turbocharger to carry out its static structural analysis of turbine blades. Structural steel was selected as the material for turbocharger. Assembly of turbocharger and turbine blades was designed on PRO ENGINEER. Furthermore, the structural analysis is performed by using ANSYS. This research concluded that by using structural steel, the efficiency of engine is improved and by increasing number of turbine blades, more waste heat from combustion chamber is emitted.

Keywords: Turbocharger, turbine blades, structural steel, ANSYS.

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711 Impacts of Biofuels on Air Quality: Northern Portugal Case Study

Authors: Ribeiro I., Tavares A.M., Sá E., Lopes M.

Abstract:

The increased use of biodiesel implies variations on both greenhouse gases and air pollutant emissions. Some studies point out that the use of biodiesel blends on diesel can help in controlling air pollution and promote a reduction of CO2 emissions. Reductions on PM, SO2, VOC and CO emissions are also expected, however NOx emissions may increase, which may potentiate O3 formation. This work aims to assess the impact of the biodiesel use on air quality, through a numerical modeling study, taking the Northern region of Portugal as a case study. The emission scenarios are focused on 2008 (baseline year) and 2020 (target year of Renewable Energy Directive-RED) and on three biodiesel blends (B0, B10 and B20). In a general way the use of biodiesel by 2020 will reduce the CO2 and air pollutants emissions in the Northern Portugal, improving air quality. However it will be in a very small extension.

Keywords: air quality, biodiesel, emission scenarios, RED.

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710 Development of an Efficient CVT using Electromecanical System

Authors: A. A. Shafie, M. H. Ali

Abstract:

Continuously variable transmission (CVT) is a type of automatic transmission that can change the gear ratio to any arbitrary setting within the limits. The most common type of CVT operates on a pulley system that allows an infinite variability between highest and lowest gears with no discrete steps. However, the current CVT system with hydraulic actuation method suffers from the power loss. It needs continuous force for the pulley to clamp the belt and hold the torque resulting in large amount of energy consumption. This study focused on the development of an electromechanical actuated control CVT to eliminate the problem that faced by the existing CVT. It is conducted with several steps; computing and selecting the appropriate sizing for stroke length, lead screw system and etc. From the visual observation it was found that the CVT system of this research is satisfactory.

Keywords: CVT, Hydraulic Actuator, Discrete shifts, Electromechanical system, Lead screws.

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709 Emerging Technology for 6G Networks

Authors: Yaseein S. Hussein, Victor P. Gil Jiménez, Abdulmajeed Al-Jumaily

Abstract:

Due to the rapid advancement of technology, there is an increasing demand for wireless connections that are both fast and reliable, with minimal latency. New wireless communication standards are developed every decade, and 2030 is expected to see the introduction of 6G. The primary objectives of 6G network and terminal designs are focused on sustainability and environmental friendliness. The International Telecommunication Union-Recommendation division (ITU-R) has established the minimum requirements for 6G, with peak and user data rates of 1 Tbps and 10-100 Gbps, respectively. In this context, Light Fidelity (Li-Fi) technology is the most promising candidate to meet these requirements. This article will explore the various advantages, features, and potential applications of Li-Fi technology, and compare it with 5G networking, to showcase its potential impact among other emerging technologies that aim to enable 6G networks.

Keywords: 6G Networks, artificial intelligence, AI, Li-Fi technology, terahertz communication, visible light communication.

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708 New Approach in Diagnostics Method for Milling Process using Envelope Analysis

Authors: C. Bisu, M. Zapciu, A. Gérard

Abstract:

This paper proposes a method to vibration analysis in order to on-line monitoring and predictive maintenance during the milling process. Adapting envelope method to diagnostics and the analysis for milling tool materials is an important contribution to the qualitative and quantitative characterization of milling capacity and a step by modeling the three-dimensional cutting process. An experimental protocol was designed and developed for the acquisition, processing and analyzing three-dimensional signal. The vibration envelope analysis is proposed to detect the cutting capacity of the tool with the optimization application of cutting parameters. The research is focused on Hilbert transform optimization to evaluate the dynamic behavior of the machine/ tool/workpiece.

Keywords: diagnostics, envelope, milling, vibration

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707 Numerical Modeling of Various Support Systems to Stabilize Deep Excavations

Authors: M. Abdallah

Abstract:

Urban development requires deep excavations near buildings and other structures. Deep excavation has become more a necessity for better utilization of space as the population of the world has dramatically increased. In Lebanon, some urban areas are very crowded and lack spaces for new buildings and underground projects, which makes the usage of underground space indispensable. In this paper, a numerical modeling is performed using the finite element method to study the deep excavation-diaphragm wall soil-structure interaction in the case of nonlinear soil behavior. The study is focused on a comparison of the results obtained using different support systems. Furthermore, a parametric study is performed according to the remoteness of the structure.

Keywords: Deep excavation, ground anchors, interaction, struts.

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706 A Classical Method of Optimizing Manufacturing Systems Using a Number of Industrial Engineering Techniques

Authors: John M. Ikome, Martha E. Ikome, Therese Van Wyk

Abstract:

Productivity optimization of a company can significantly increase the company’s output and productivity which can be in the form of corrective actions of ineffective activities, process simplification, and reduction of variations, responsiveness, and reduction of set-up-time which are all under the classification of waste within the manufacturing environment. Deriving a means to eliminate a number of these issues has a key importance for manufacturing organization. This paper focused on a number of industrial engineering techniques which include a cause and effect diagram, to identify and optimize the method or systems being used. Based on our results, it shows that there are a number of variations within the production processes that can significantly disrupt the expected output.

Keywords: Optimization, fishbone diagram, productivity.

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705 An Evaluation of a Psychotherapeutic Service for Engineering Students: The Role of Race, Gender and Language

Authors: Nazeema Ahmed

Abstract:

Mental health in higher education has received increasing attention over the past few decades. The high academic demands of the engineering degree, coupled with students’ mental health challenges, have led to higher education institutions offering psychotherapeutic services to students. This paper discusses an evaluation of the psychotherapy service at the University of Cape Town. The aim was to determine (i) the efficacy of the service; and (ii) the impact of race, gender, and language of the therapist on the students’ therapeutic process. An online survey was sent to 109 students who attended psychotherapy. The majority expressed favorable experiences of psychotherapy, with reports of increased capacity to engage with their academic work. Most students did not experience the gender, race, or language of the psychologists to be barriers to their therapy. The findings point to a need for ongoing psychological support for students.

Keywords: Psychotherapy, efficacy, engineering, education.

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704 Sustainable Ecosystem of Regional Development, Infrastructure and Tourism in Major Countries and Cities in Asia

Authors: Kwok Tak Kit

Abstract:

In view of the global population is increasing; it is the prime concern of government and community to diversify the dense population to regional area and maintain a healthy and sustained economic growth. This paper is to outline the interaction of different attributes which critically affect regional development, infrastructure and tourism. This research not only focused on the relation and interaction of regional development and associated infrastructure but also provides a holistic study and review of the ecosystem of regional development, infrastructure and tourism development. In this study, we will review the three aspects development and their interaction in different cities in Asia. The finding will demonstrate how those factors affect the ecosystem and sustainability and provide some insight and material for further review and discussion.

Keywords: Regional development, infrastructure, sustainability, tourism.

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703 Heat and Mass Transfer in a Saturated Porous Medium Confined in Cylindrical Annular Geometry

Authors: A. Ja, J. Belabid, A. Cheddadi

Abstract:

This paper reports the numerical simulation of doublediffusive natural convection flows within a horizontal annular filled with a saturated porous medium. The analysis concerns the influence of the different parameters governing the problem, namely, the Rayleigh number Ra, the Lewis number Le and the buoyancy ratio N, on the heat and mass transfer and on the flow structure, in the case of a fixed radius ratio R = 2. The numerical model used for the discretization of the dimensionless equations governing the problem is based on the finite difference method, using the ADI scheme. The study is focused on steady-state solutions in the cooperation situation.

Keywords: Natural convection, double-diffusion, porous medium, annular geometry, finite differences.

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702 Mechanical Characterization of Extrudable Foamed Concrete: An Experimental Study

Authors: D. Falliano, D. De Domenico, G. Ricciardi, E. Gugliandolo

Abstract:

This paper is focused on the mechanical characterization of foamed concrete specimens with protein-based foaming agent. Unlike classic foamed concrete, a peculiar property of the analyzed foamed concrete is the extrudability, which is achieved via a specific additive in the concrete mix that significantly improves the cohesion and viscosity of the fresh cementitious paste. A broad experimental campaign was conducted to evaluate the compressive strength and the indirect tensile strength of the specimens. The study has comprised three different cement types, two water/cement ratios, three curing conditions and three target dry densities. The variability of the strength values upon the above mentioned factors is discussed.

Keywords: Cement type, curing conditions, density, extrudable concrete, foamed concrete, mechanical characterization.

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701 Development of Mobile Application for Energy Consumption Assessment of University Buildings

Authors: M. H. Chung, B. Y. Lee, Y. Kim, E. K. Rhee

Abstract:

With an increase in the interest in the energy conservation for buildings, and the emergence of many methods and easily-understandable approaches to it, energy conservation has now become the public’s main interest, as compared to in the past when it was only focused upon by experts. This study aims to help the occupants of a building to understand the energy efficiency and consumption of the building by providing them information on the building’s energy efficiency through a mobile application. The energy performance assessment models are proposed on the basis of the actual energy usage and building characteristics such as the architectural scheme and the building equipment. The university buildings in Korea are used as a case to demonstrate the mobile application.

Keywords: Energy consumption, energy performance assessment, mobile application, university buildings.

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700 Searching k-Nearest Neighbors to be Appropriate under Gamming Environments

Authors: Jae Moon Lee

Abstract:

In general, algorithms to find continuous k-nearest neighbors have been researched on the location based services, monitoring periodically the moving objects such as vehicles and mobile phone. Those researches assume the environment that the number of query points is much less than that of moving objects and the query points are not moved but fixed. In gaming environments, this problem is when computing the next movement considering the neighbors such as flocking, crowd and robot simulations. In this case, every moving object becomes a query point so that the number of query point is same to that of moving objects and the query points are also moving. In this paper, we analyze the performance of the existing algorithms focused on location based services how they operate under gaming environments.

Keywords: Flocking behavior, heterogeneous agents, similarity, simulation.

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699 The Impact of Trade Liberalization on Current Account Deficit: The Turkish Case

Authors: E. Selçuk, Z. Karaçor, P. Yardımcı

Abstract:

Trade liberalization and its effects on the economies of developing countries have been investigated by many different studies, and some of them have focused on its impact on the current account balance. Turkey, as being one of the countries, which has liberalized its foreign trade in the 1980s, also needs to be studied in terms of the impact of liberalization on current account deficits. Therefore, the aim of this study is to find out whether trade liberalization has affected Turkey’s trade and current account balances. In order to determine this, yearly data of Turkey from 1980 to 2013 is used. As liberalization dummy, the year 1989, which was set for Turkey, is selected. Structural break test and model estimation results show that trade liberalization has a negative impact on trade balance but do not have a significant impact on the current account balance.

Keywords: Budget deficit, current account, liberalization, Turkish economy.

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698 DNA Methylation Changes Caused by Lawsone

Authors: Zuzana Poborilova, Anna B. Ohlsson, Torkel Berglund, Anna Vildova, Petr Babula

Abstract:

Lawsone is a pigment that occurs naturally in plants. It has been used as a skin and hair dye for a long time. Moreover, its different biological activities have been reported. The present study focused on the effect of lawsone on a plant cell model represented by tobacco BY-2 cell suspension culture, which is used as a model comparable with the HeLa cells. It has been shown that lawsone inhibits the cell growth in the concentration-dependent manner. In addition, changes in DNA methylation level have been determined. We observed decreasing level of DNA methylation in the presence of increasing concentrations of lawsone. These results were accompanied with overproduction of reactive oxygen species (ROS). Since epigenetic modifications can be caused by different stress factors, there could be a connection between the changes in the level of DNA methylation and ROS production caused by lawsone.

Keywords: DNA methylation, Lawsone, Naphthoquinone, Reactive Oxygen Species.

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697 Performance Analysis of ERA Using Fuzzy Logic in Wireless Sensor Network

Authors: Kamalpreet Kaur, Harjit Pal Singh, Vikas Khullar

Abstract:

In Wireless Sensor Network (WSN), the main limitation is generally inimitable energy consumption during processing of the sensor nodes. Cluster head (CH) election is one of the main issues that can reduce the energy consumption. Therefore, discovering energy saving routing protocol is the focused area for research. In this paper, fuzzy-based energy aware routing protocol is presented, which enhances the stability and network lifetime of the network. Fuzzy logic ensures the well-organized selection of CH by taking four linguistic variables that are concentration, energy, centrality, and distance to base station (BS). The results show that the proposed protocol shows better results in requisites of stability and throughput of the network.

Keywords: ERA, fuzzy logic, network model, WSN.

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696 Into Insights of Contextual Governance Framework for Religious Non-Profit Organizations

Authors: Saunah Zainon, Ruhaya Atan, Nadzira Yahaya, Marshita Hashim

Abstract:

Governance in business firms is a topic that has long been studied in the literature. Traditionally, governance in business firms has focused on the roles of boards of directors in representing and protecting the interests of shareholders. Governance has also been studied in the context of non-profit organizations because good governance is essential to increase the likelihood that they will comply with the regulatory requirements that best serve their multiple stakeholders. This paper provides insights on the need of governance framework for religious non-profit organizations (RNPOs) based on five underlying principles. This paper is important to help regulators to understand RNPOs’ governance framework. The regulators may use the framework suggested for the development of the RNPOs’ code of governance in the future.

Keywords: Framework, governance, religious, RNPOs.

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695 Reconfigurable Autonomous Mini Robot Design using CPLD's

Authors: Aditya K, Dinesh P, Ramesh Bhakthavatchalu

Abstract:

This paper explains a project based learning method where autonomous mini-robots are developed for research, education and entertainment purposes. In case of remote systems wireless sensors are developed in critical areas, which would collect data at specific time intervals, send the data to the central wireless node based on certain preferred information would make decisions to turn on or off a switch or control unit. Such information transfers hardly sums up to a few bytes and hence low data rates would suffice for such implementations. As a robot is a multidisciplinary platform, the interfacing issues involved are discussed in this paper. The paper is mainly focused on power supply, grounding and decoupling issues.

Keywords: CPLD, power supply, decoupling, grounding.

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694 A Strategy for a Robust Design of Cracked Stiffened Panels

Authors: Francesco Caputo, Giuseppe Lamanna, Alessandro Soprano

Abstract:

This work is focused on the numerical prediction of the fracture resistance of a flat stiffened panel made of the aluminium alloy 2024 T3 under a monotonic traction condition. The performed numerical simulations have been based on the micromechanical Gurson-Tvergaard (GT) model for ductile damage. The applicability of the GT model to this kind of structural problems has been studied and assessed by comparing numerical results, obtained by using the WARP 3D finite element code, with experimental data available in literature. In the sequel a home-made procedure is presented, which aims to increase the residual strength of a cracked stiffened aluminum panel and which is based on the stochastic design improvement (SDI) technique; a whole application example is then given to illustrate the said technique.

Keywords: Residual strength, R-Curve, Gurson model, SDI.

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693 Methods for Material and Process Monitoring by Characterization of (Second and Third Order) Elastic Properties with Lamb Waves

Authors: R. Meier, M. Pander

Abstract:

In accordance with the industry 4.0 concept, manufacturing process steps as well as the materials themselves are going to be more and more digitalized within the next years. The “digital twin” representing the simulated and measured dataset of the (semi-finished) product can be used to control and optimize the individual processing steps and help to reduce costs and expenditure of time in product development, manufacturing, and recycling. In the present work, two material characterization methods based on Lamb waves were evaluated and compared. For demonstration purpose, both methods were shown at a standard industrial product - copper ribbons, often used in photovoltaic modules as well as in high-current microelectronic devices. By numerical approximation of the Rayleigh-Lamb dispersion model on measured phase velocities second order elastic constants (Young’s modulus, Poisson’s ratio) were determined. Furthermore, the effective third order elastic constants were evaluated by applying elastic, “non-destructive”, mechanical stress on the samples. In this way, small microstructural variations due to mechanical preconditioning could be detected for the first time. Both methods were compared with respect to precision and inline application capabilities. Microstructure of the samples was systematically varied by mechanical loading and annealing. Changes in the elastic ultrasound transport properties were correlated with results from microstructural analysis and mechanical testing. In summary, monitoring the elastic material properties of plate-like structures using Lamb waves is valuable for inline and non-destructive material characterization and manufacturing process control. Second order elastic constants analysis is robust over wide environmental and sample conditions, whereas the effective third order elastic constants highly increase the sensitivity with respect to small microstructural changes. Both Lamb wave based characterization methods are fitting perfectly into the industry 4.0 concept.

Keywords: Lamb waves, industry 4.0, process control, elasticity, acoustoelasticity.

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692 Thermal Performance Rating of Solar Water Heating Systems in ASEAN

Authors: E. Halawa

Abstract:

Solar water heating (SWH) systems are gaining popularity in ASEAN in the midst of increasing number of affluent population in society and environmental concerns from seemingly unchanged reliance on fossil-based fuels. The penetration of these systems and technologies into ASEAN markets is a welcome development; however there is a need for the method of assessment of their thermal performances. This paper discusses the reasons for this need and a suitable method for thermal performance evaluation of SWH systems in ASEAN. The paper also calls on research to be focused on the establishment of reliable data to be entered into the performance rating software. The establishment of accredited solar systems testing facilities can help boost the competitiveness of ASEAN solar industry.

Keywords: ASEAN, solar industry, solar water heating systems, thermal performance rating.

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691 Humor Roles of Females in a Product Color Matrix

Authors: Jin-Tsann Yeh, Chyong-Ling Lin

Abstract:

Healthcare providers sometimes use the power of humor as a treatment and therapy for buffering mental health or easing mental disorders because humor can provide relief from distress and conflict. Humor is also very suitable for advertising because of similar benefits. This study carefully examines humor's widespread use in advertising and identifies relationships among humor mechanisms, female depictions, and product types. The purpose is to conceptualize how humor theories can be used not only to successfully define a product as fitting within one of four color categories of the product color matrix, but also to identify compelling contemporary female depictions through humor in ads. The results can offer an idealization for marketing managers and consumers to help them understand how female role depictions can be effectively used with humor in ads. The four propositions developed herein are derived from related literature, through the identification of marketing strategy formulations that achieve product memory enhancement by adopting humor mechanisms properly matched with female role depictions.

Keywords: Humor mechanisms, Female role depiction, Product types.

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