Search results for: vector control approach
Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 8569

Search results for: vector control approach

3379 Approach to Design of Composition of Current Concrete with Respect to Strength and Static Elasticity Modulus

Authors: Klara Krizova, Rudolf Hela

Abstract:

The paper reflects current state of popularization of static elasticity modulus of concrete. This parameter is undoubtedly very important for designing of concrete structures, and very often neglected and rarely determined before designing concrete technology itself. The paper describes assessment and comparison of four mix designs with almost constant dosage of individual components. The only difference is area of origin of small size fraction of aggregate 0/4. Development of compressive strength and static elasticity modulus at the age of 7, 28 and 180 days were observed. As the experiment showed, designing of individual components and their quality are the basic factor influencing elasticity modulus of current concrete.

Keywords: Concrete, Aggregate, Strength, Elasticity Modulus, Quality

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3378 Solving the Economic Dispatch Problem using Novel Particle Swarm Optimization

Authors: S. Khamsawang, S. Jiriwibhakorn

Abstract:

This paper proposes an improved approach based on conventional particle swarm optimization (PSO) for solving an economic dispatch(ED) problem with considering the generator constraints. The mutation operators of the differential evolution (DE) are used for improving diversity exploration of PSO, which called particle swarm optimization with mutation operators (PSOM). The mutation operators are activated if velocity values of PSO nearly to zero or violated from the boundaries. Four scenarios of mutation operators are implemented for PSOM. The simulation results of all scenarios of the PSOM outperform over the PSO and other existing approaches which appeared in literatures.

Keywords: Novel particle swarm optimization, Economic dispatch problem, Mutation operator, Prohibited operating zones, Differential Evolution.

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3377 Wireless Neural Stimulator with Adjustable Electrical Quantity

Authors: Young-Seok Choi

Abstract:

The neural stimulation has been gaining much interest in neuromodulation research and clinical trials. For efficiency, there is a need for variable electrical stimulation such as current and voltage stimuli as well as wireless framework. In this regard, we develop the wireless neural stimulator capable of voltage and current stimuli. The system consists of ZigBee which is a wireless communication module and stimulus generator. The stimulus generator with 8-bits resolution enable both mono-polar and bi-polar waveform in voltage (-3.3~3.3V) and current(-330~330µA) stimulus mode which is controllable. The experimental results suggest that the proposed neural stimulator can play a role as an effective approach for neuromodulation.

Keywords: Neural stimulator, current stimulation, voltage stimulation, neuromodulation

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3376 Total Quality Management: The Socio- Demographic and Operational-Financial Determinants for Users- Perception of the Services Quality

Authors: H. Silvestre

Abstract:

The aim of this paper is to know the sociodemographic and operational-financial determinants of the services quality perceived by users of the national health services. Through the use of an inquiry conducted by the Ministry of Health, comprehending 16.936 interviews in 2006, we intend to find out if there is any characteristic that determines the 2006 inquiry results. With the revision of the literature we also want to know if the operational-financial results have implications in hospitals users- perception on the quality of the received services. In order to achieve our main goals we will make use of the regression analysis to find out the possible dimensions that determine those results.

Keywords: Management by Results, Quality Approach, Tableau de Bord, Total Quality Management, Services quality.

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3375 Mechanical Properties and Released Gas Analysis of High Strength Concrete with Polypropylene and Raw Rice Husk under High Temperature Effect

Authors: B. Akturk, N. Yuzer, N. Kabay

Abstract:

When concrete is exposed to high temperatures, some changes may occur in its physical and mechanical properties. Especially, high strength concrete (HSC), may exhibit damages such as cracks and spallings. To overcome this problem, incorporating polymer fibers such as polypropylene (PP) in concrete is a well-known method. In high temperatures, PP decomposes and releases harmful gases such as CO and CO2. This study researches the use of raw rice husk (RRH) as a sustainable material, instead of PP fibers considering its several favorable properties, and its usability in HSC. RRH and PP fibers were incorporated in concrete at 0.5-3% and 0.2-0.5% by weight of cement, respectively. Concrete specimens were exposed to 20 (control), 300, 600 and 900°C. Under these temperatures, residual compressive and splitting tensile strength was determined. During the high temperature effect, the amount of released harmful gases was measured by a gas detector.

Keywords: Gas analysis, high temperature, high strength concrete, polypropylene fibers, raw rice husk.

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3374 Introducing an Image Processing Base Idea for Outdoor Children Caring

Authors: Hooman Jafarabadi

Abstract:

In this paper application of artificial intelligence for baby and children caring is studied. Then a new idea for injury prevention and safety announcement is presented by using digital image processing. The paper presents the structure of the proposed system. The system determines the possibility of the dangers for children and babies in yards, gardens and swimming pools or etc. In the presented idea, multi camera System is used and receiver videos are processed to find the hazardous areas then the entrance of children and babies in the determined hazardous areas are analyzed. In this condition the system does the programmed action capture, produce alarm or tone or send message.

Keywords: Baby and children Care and Nursing, Intelligent Control Systems for Nursing, Electronic Care and Nursing, Dangers and safety for children and babies, Motion detection, Expert danger alarm systems.

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3373 Tourist Satisfaction and Repeat Visitation; Toward a New Comprehensive Model

Authors: Ahmad Puad Mat Som, Mohammad Bader Badarneh

Abstract:

Tourism researchers have recently focused on repeat visitation as a part of destination loyalty. Different models have also considered satisfaction as the main determinant of revisit intention, while findings in many studies show it as a continuous issue. This conceptual paper attempts at evaluating recent empirical studies on satisfaction and revisit intention. Based on limitations and gaps in recent studies, the current paper suggests a new model that would be more comprehensive than those in previous studies. The new model offers new relationships between antecedents (destination image, perceived value, specific novelty seeking, and distance to destination) and both of satisfaction and revisit intention. Revisit intention in turn is suggested to be measured in a temporal approach.

Keywords: Satisfaction, revisit intention, a new model.

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3372 Deep Learning Based 6D Pose Estimation for Bin-Picking Using 3D Point Clouds

Authors: Hesheng Wang, Haoyu Wang, Chungang Zhuang

Abstract:

Estimating the 6D pose of objects is a core step for robot bin-picking tasks. The problem is that various objects are usually randomly stacked with heavy occlusion in real applications. In this work, we propose a method to regress 6D poses by predicting three points for each object in the 3D point cloud through deep learning. To solve the ambiguity of symmetric pose, we propose a labeling method to help the network converge better. Based on the predicted pose, an iterative method is employed for pose optimization. In real-world experiments, our method outperforms the classical approach in both precision and recall.

Keywords: Pose estimation, deep learning, point cloud, bin-picking, 3D computer vision.

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3371 A Review in Advanced Digital Signal Processing Systems

Authors: Roza Dastres, Mohsen Soori

Abstract:

Digital Signal Processing (DSP) is the use of digital processing systems by computers in order to perform a variety of signal processing operations. It is the mathematical manipulation of a digital signal's numerical values in order to increase quality as well as effects of signals. DSP can include linear or nonlinear operators in order to process and analyze the input signals. The nonlinear DSP processing is closely related to nonlinear system detection and can be implemented in time, frequency and space-time domains. Applications of the DSP can be presented as control systems, digital image processing, biomedical engineering, speech recognition systems, industrial engineering, health care systems, radar signal processing and telecommunication systems. In this study, advanced methods and different applications of DSP are reviewed in order to move forward the interesting research filed.

Keywords: Digital signal processing, advanced telecommunication, nonlinear signal processing, speech recognition systems.

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3370 Fuzzy Modeling Tool for Creating a Component Model of Information System

Authors: Bogdan Walek, Jiri Bartos, Cyril Klimes, Jaroslav Prochazka, Pavel Smolka, Juraj Masar, Martin Pesl

Abstract:

This paper focuses on creating a component model of information system under uncertainty. The paper identifies problem in current approach of component modeling and proposes fuzzy tool, which will work with vague customer requirements and propose components of the resulting component model. The proposed tool is verified on specific information system and results are shown in paper. After finding suitable sub-components of the resulting component model, the component model is visualised by tool.

Keywords: Component, component model, fuzzy, fuzzy rules, fuzzy sets, information system, modelling, tool.

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3369 Feasibility of Leukemia Cancer Treatment (K562) by Atmospheric Pressure Plasma Jet

Authors: Mashayekh Amir Shahriar, Akhlaghi Morteza, Rajaee Hajar, Khani Mohammad Reza, Shokri Babak

Abstract:

A new and novel approach in medicine is the use of cold plasma for various applications such as sterilization blood coagulation and cancer cell treatment. In this paper a pin-to-hole plasma jet suitable for biological applications is investigated and characterized and the possibility and feasibility of cancer cell treatment is evaluated. The characterization includes power consumption via Lissajous method, thermal behavior of plasma using Infra-red camera as a novel method, Optical Emission Spectroscopy (OES) to determine the species that are generated. Treatment of leukemia cancer cells is also implemented and MTT assay is used to evaluate viability.

Keywords: Atmospheric Pressure Plasma Jet (APPJ), Plasma Medicine, Cancer cell treatment, leukemia.

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3368 Construction of Intersection of Nondeterministic Finite Automata using Z Notation

Authors: Nazir Ahmad Zafar, Nabeel Sabir, Amir Ali

Abstract:

Functionalities and control behavior are both primary requirements in design of a complex system. Automata theory plays an important role in modeling behavior of a system. Z is an ideal notation which is used for describing state space of a system and then defining operations over it. Consequently, an integration of automata and Z will be an effective tool for increasing modeling power for a complex system. Further, nondeterministic finite automata (NFA) may have different implementations and therefore it is needed to verify the transformation from diagrams to a code. If we describe formal specification of an NFA before implementing it, then confidence over transformation can be increased. In this paper, we have given a procedure for integrating NFA and Z. Complement of a special type of NFA is defined. Then union of two NFAs is formalized after defining their complements. Finally, formal construction of intersection of NFAs is described. The specification of this relationship is analyzed and validated using Z/EVES tool.

Keywords: Modeling, Nondeterministic finite automata, Znotation, Integration of approaches, Validation.

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3367 Interactive, Topic-Oriented Search Support by a Centroid-Based Text Categorisation

Authors: Mario Kubek, Herwig Unger

Abstract:

Centroid terms are single words that semantically and topically characterise text documents and so may serve as their very compact representation in automatic text processing. In the present paper, centroids are used to measure the relevance of text documents with respect to a given search query. Thus, a new graphbased paradigm for searching texts in large corpora is proposed and evaluated against keyword-based methods. The first, promising experimental results demonstrate the usefulness of the centroid-based search procedure. It is shown that especially the routing of search queries in interactive and decentralised search systems can be greatly improved by applying this approach. A detailed discussion on further fields of its application completes this contribution.

Keywords: Search algorithm, centroid, query, keyword, cooccurrence, categorisation.

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3366 Impact of Altered Behavioral Condition on Markers of Oxidative Stress and Different Biochemical Parameters

Authors: D. S. Mohale, A. V. Chandewar

Abstract:

Aim- Study was undertaken to investigate the effect of altered behavioral condition like depression on various oxidative stress markers and biochemical parameters in rats. Methods- Rats were subjected for short (21 days) and long term (84 days) social isolation; the rats displayed an increase in depression on force swim test relative to control. Various markers of oxidative stress like lipid per oxidation (LPO), reduced glutathione (GSH), Supers oxide dismutase (SOD), catalase (CAT) and biochemical parameters like SGOT, SGPT, and blood glucose were determined. Results- There was significant increase in the level of LPO and decrease in the levels of GSH, SOD and CAT after long term isolation. Biochemical parameters were significantly altered after social isolation. Conclusion- Increased oxidative stress in depression which may leads to alteration of biochemical parameters.

Keywords: Depression, Glucose, LPO, Oxidative stress.

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3365 Herpes Simplex Virus Type I Infection of Mice Testis and Effect on Fertility

Authors: Victor A. Naumenko, Yuriy A. Tyulenev, Alla A. Kushch

Abstract:

The objective of current issue was to develop a model of testicular herpes simplex virus (HSV) type I infection for assessment of viral effect on fertility. 56 male mice were inoculated intraperitoneally with different concentrations of HSV on 8 day post partum. It was revealed that the optimal dose was 100 plaque forming units per mice as it provided testicular infection in 100% of survivors. HSV proteins were detected both in somatic and germ cells (spermatogonia, spermatocytes, spermatides). Although DNA load in testis was descending from 3 to 28 days post infection only 12.5% of infected males had offspring after mating with uninfected females comparing to 87.5% in control (p=0.012). These results are the first direct evidence for HSV impact in male sterility. Prepuberal mice appeared to be a suitable model for investigation of pathogenesis of virus-associated fertility disorders.

Keywords: Herpes simplex virus type I, male fertility, prepuberal mice, spermatogenesis.

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3364 Finding Approximate Tandem Repeats with the Burrows-Wheeler Transform

Authors: Agnieszka Danek, RafaƂ Pokrzywa

Abstract:

Approximate tandem repeats in a genomic sequence are two or more contiguous, similar copies of a pattern of nucleotides. They are used in DNA mapping, studying molecular evolution mechanisms, forensic analysis and research in diagnosis of inherited diseases. All their functions are still investigated and not well defined, but increasing biological databases together with tools for identification of these repeats may lead to discovery of their specific role or correlation with particular features. This paper presents a new approach for finding approximate tandem repeats in a given sequence, where the similarity between consecutive repeats is measured using the Hamming distance. It is an enhancement of a method for finding exact tandem repeats in DNA sequences based on the Burrows- Wheeler transform.

Keywords: approximate tandem repeats, Burrows-Wheeler transform, Hamming distance, suffix array

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3363 Innovative Pictogram Chinese Characters Representation

Authors: J. H. Low, S. H. Hew, C. O. Wong

Abstract:

This paper proposes an innovative approach to represent the Pictogram Chinese Characters. The advantage of this representation is using an extraordinary representation to represent the pictogram Chinese character. This extraordinary representation is created accordingly to the original pictogram Chinese characters revolution or transition. The purpose of this innovative creation is to assist the learner to learn Chinese as second language (CSL) in Chinese language learning, specifically on memorizing Chinese characters. Commonly, the CSL will give up and frustrate easily while memorizing the Chinese characters by rote. So, our innovative representation helps on memorizing the Chinese character by visual storytelling. This innovative representation enhances the Chinese language learning experience of the CSL.

Keywords: Chinese E-learning, Innovative Chinese character representation.

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3362 Manual Testing of Web Software Systems Supported by Direct Guidance of the Tester Based On Design Model

Authors: Karel Frajtak, Miroslav Bures, Ivan Jelinek

Abstract:

Software testing is important stage of software development cycle. Current testing process involves tester and electronic documents with test case scenarios. In this paper we focus on new approach to testing process using automated test case generation and tester guidance through the system based on the model of the system. Test case generation and model-based testing is not possible without proper system model. We aim on providing better feedback from the testing process thus eliminating the unnecessary paper work.

Keywords: Model based testing, test automation, test generating, tester support.

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3361 RBF- based Meshless Method for Free Vibration Analysis of Laminated Composite Plates

Authors: Jeeoot Singh, Sandeep Singh, K. K. Shukla

Abstract:

The governing differential equations of laminated plate utilizing trigonometric shear deformation theory are derived using energy approach. The governing differential equations discretized by different radial basis functions are used to predict the free vibration behavior of symmetric laminated composite plates. Effect of orthotropy and span to thickness ratio on frequency parameter of simply supported laminated plate is presented. Numerical results show the accuracy and good convergence of radial basis functions.

Keywords: Composite plates, Meshfree method, free vibration, Shear deformation, RBFs

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3360 Development of an Autonomous Friction Gripper for Industrial Robots

Authors: Majid Tolouei-Rad, Peter Kalivitis

Abstract:

Industrial robots become useless without end-effectors that for many instances are in the form of friction grippers. Commonly friction grippers apply frictional forces to different objects on the basis of programmers- experiences. This puts a limitation on the effectiveness of gripping force that may result in damaging the object. This paper describes various stages of design and development of a low cost sensor-based robotic gripper that would facilitate the task of applying right gripping forces to different objects. The gripper is also equipped with range sensors in order to avoid collisions of the gripper with objects. It is a fully functional automated pick and place gripper which can be used in many industrial applications. Yet it can also be altered or further developed in order to suit a larger number of industrial activities. The current design of gripper could lead to designing completely automated robot grippers able to improve the efficiency and productivity of industrial robots.

Keywords: Control system, end-effector, robot, sensor

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3359 Vehicle Detection Method using Haar-like Feature on Real Time System

Authors: Sungji Han, Youngjoon Han, Hernsoo Hahn

Abstract:

This paper presents a robust vehicle detection approach using Haar-like feature. It is possible to get a strong edge feature from this Haar-like feature. Therefore it is very effective to remove the shadow of a vehicle on the road. And we can detect the boundary of vehicles accurately. In the paper, the vehicle detection algorithm can be divided into two main steps. One is hypothesis generation, and the other is hypothesis verification. In the first step, it determines vehicle candidates using features such as a shadow, intensity, and vertical edge. And in the second step, it determines whether the candidate is a vehicle or not by using the symmetry of vehicle edge features. In this research, we can get the detection rate over 15 frames per second on our embedded system.

Keywords: vehicle detection, haar-like feauture, single camera, real time

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3358 Hand Vein Image Enhancement With Radon Like Features Descriptor

Authors: Randa Boukhris Trabelsi, Alima Damak Masmoudi, Dorra Sellami Masmoudi

Abstract:

Nowadays, hand vein recognition has attracted more attentions in identification biometrics systems. Generally, hand vein image is acquired with low contrast and irregular illumination. Accordingly, if you have a good preprocessing of hand vein image, we can easy extracted the feature extraction even with simple binarization. In this paper, a proposed approach is processed to improve the quality of hand vein image. First, a brief survey on existing methods of enhancement is investigated. Then a Radon Like features method is applied to preprocessing hand vein image. Finally, experiments results show that the proposed method give the better effective and reliable in improving hand vein images.

Keywords: Hand Vein, Enhancement, Contrast, RLF, SDME

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3357 Robot Path Planning in 3D Space Using Binary Integer Programming

Authors: Ellips Masehian, Golnaz Habibi

Abstract:

This paper presents a novel algorithm for path planning of mobile robots in known 3D environments using Binary Integer Programming (BIP). In this approach the problem of path planning is formulated as a BIP with variables taken from 3D Delaunay Triangulation of the Free Configuration Space and solved to obtain an optimal channel made of connected tetrahedrons. The 3D channel is then partitioned into convex fragments which are used to build safe and short paths within from Start to Goal. The algorithm is simple, complete, does not suffer from local minima, and is applicable to different workspaces with convex and concave polyhedral obstacles. The noticeable feature of this algorithm is that it is simply extendable to n-D Configuration spaces.

Keywords: 3D C-space, Binary Integer Programming (BIP), Delaunay Tessellation, Robot Motion Planning.

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3356 Portfolio Simulation in GSM Cellular Telecommunication Industry for Company's Decision and Policies Making

Authors: M. Dachyar, Yudavedito

Abstract:

The rising growth of the GSM cellular phone industry has tightening competition level between providers in making strategies enhancing the market shares in Indonesia. Tsel, as one of those companies, has to determine the proper strategy to sustain as well as improve the market share without reducing its operational income level. Portfolio simulation model is designed with a dynamic system approach. The result of this research is a recommendation to the company by optimizing its technological policies, services, and promotions. The tariff policies and the signal quality should not be the main focus because this company has had a large number of customers and a good infrastructural condition.

Keywords: Telecommunication industry, simulation, dynamic system, portfolio, quality services.

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3355 Amine Solution Recovery Package and Controlling Corrosion in Regeneration Tower

Authors: A.Atash J ameh

Abstract:

Sarkhoon gas plant, located in south of Iran, has been installed to removal H2S contained in a high pressure natural gas stream. The solvent used for the H2S removal from gaseous stream is 34% by weight (wt%) Di-ethanol amine (DEA) solutions. Due to increasing concentration of heat stable salt (HSS) in solvent, corrosivity of amine solution had been increased. Reports indicated that there was corrosion on the shell of regeneration column. Because source formation of HSS was unknown, we decided to control the amount of HSS at the limit less than 3% wt amine solvent. Therefore, two small columns were filled by strong anionic base and carbon active, and then polluted amine was passed through beds. Finally a temporary amine recovery package on industrial scale was made based on laboratory’s results. From economical point of view we could save $700000 beside corrosion occurrence of the stripping column has been vigorously decreased.

Keywords: Amines, corrosion, heat stable salt, resin anionic.

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3354 Automated Segmentation of ECG Signals using Piecewise Derivative Dynamic Time Warping

Authors: Ali Zifan, Mohammad Hassan Moradi, Sohrab Saberi, Farzad Towhidkhah

Abstract:

Electrocardiogram (ECG) segmentation is necessary to help reduce the time consuming task of manually annotating ECG-s. Several algorithms have been developed to segment the ECG automatically. We first review several of such methods, and then present a new single lead segmentation method based on Adaptive piecewise constant approximation (APCA) and Piecewise derivative dynamic time warping (PDDTW). The results are tested on the QT database. We compared our results to Laguna-s two lead method. Our proposed approach has a comparable mean error, but yields a slightly higher standard deviation than Laguna-s method.

Keywords: Adaptive Piecewise Constant Approximation, Dynamic programming, ECG segmentation, Piecewise DerivativeDynamic Time Warping.

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3353 Joint Design of MIMO Relay Networks Based on MMSE Criterion

Authors: Seungwon Choi, Seungri Jin, Ayoung Heo, Jung-Hyun Park, Dong-Jo Park

Abstract:

This paper deals with wireless relay communication systems in which multiple sources transmit information to the destination node by the help of multiple relays. We consider a signal forwarding technique based on the minimum mean-square error (MMSE) approach with multiple antennas for each relay. A source-relay-destination joint design strategy is proposed with power constraints at the destination and the source nodes. Simulation results confirm that the proposed joint design method improves the average MSE performance compared with that of conventional MMSE relaying schemes.

Keywords: minimum mean squre error (MMSE), multiple relay, MIMO.

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3352 Effect of Tomato Pomace and Fibrolytic Enzyme on Egg Production and Egg Quality

Authors: K. Vasupen, S. Wongsuthavas, S. Bureenok, B. Saenmahayak, K. Ampaporn, C. Yuangklang

Abstract:

This study was designed to determine effect of supplemented tomato pomace and fobrolytic enzyme on egg production and egg quality. A total of 40 CP brown laying hens (95 week old) were used in completely randomized design in 2x2 factorial arrangement with or without enzyme supplementation. Four dietary treatments included: Control (C), Fibrolytic enzyme (FE), 10% Tomato pomace (TP), and Fibrolytic enzyme + 10 % Tomato pomace (FE+TP). Each of the four dietary treatments was fed up to 30 days (10 birds/treatment). Live performance, egg production, egg weight and quality were determined for whole period. Dietary treatments had no effect (P>0.05) on live performance, egg weight, yolk color, and egg production. Therefore, laying hens fed diets with fibrolytic enzyme were significantly (P<0.05) increased yolk weight (17.37 g) as compared to other treatments. Additional of dietary tomato pomace had reduced capital costs for egg production.

Keywords: Hen, Tomato Pomace, Fibrolytic Enzyme, Egg Quality.

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3351 Electrospinning and Characterization of Silk Fibroin/Gelatin Nanofibre Mats

Authors: S. Mohammadzadehmoghadam, Y. Dong

Abstract:

In this study, Bombyx mori silk fibroin/gelatin (SF/GT) nanocomposite with different GT ratio (SF/GT 100/0, 90/10 and 70/30) were prepared by electrospinning process and crosslinked with glutaraldehyde (GA) vapor. Properties of crosslinked SF/GT nanocomposites were investigated by scanning electron microscopy (SEM), mechanical test, water uptake capacity (WUC) and porosity. From SEM images, it was found that fiber diameter increased as GT content increased. The results of mechanical test indicated that the SF/GT 70/30 nanocomposites had both the highest Young’s modulus of 342 MPa and the highest tensile strength of about 14 MPa. However, porosity and WUC decreased from 62% and 405% for pristine SF to 47% and 232% for SF/GT 70/30, respectively. This behavior can be related to higher degree of crosslinking as GT ratio increased which altered the structure and physical properties of scaffolds. This study showed that incorporation of GT into SF nanofibers can enhance mechanical properties of resultant nanocomposite, but the GA treatment should be optimized to control and fine-tune other properties to warrant their biomedical application.

Keywords: Electrospinning, gelatin, mechanical properties, nanocomposites, silk fibroin.

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3350 Use of Indian Food Mascot Design as an Advertising Tool in Maintaining and Growing the Brand Name

Authors: Preeti Yadav, Dandeswar Bisoyi, Debkumar Chakrabarti

Abstract:

Mascots provide memories to viewers, and numerous promotional campaigns with different appearances, continue to trigger viewers and capture their interest. This study investigates the effect of Indian food mascot designs and influence on enhancing communication; thereby, building long-term brand recognition by the consumers. This paper presents a descriptive approach to Indian food mascot design as an advertising tool, and its research adopts a quantitative methodology. The study confirms that mascots have an ability to communicate a message in an effective manner; all though they are simple in terms of design and fashion trend, they have the capability to build positive reactions.

Keywords: Food mascot, brand recognitions, advertising, humour.

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