Search results for: Analog Integrated Circuit Design

Authors: Ankit Mitra

Abstract:

Speed, power consumption and area, are some of the most important factors of concern in modern day memory design. As we move towards Deep Sub-Micron Technologies, the problems of leakage current, noise and cell stability due to physical parameter variation becomes more pronounced. In this paper we have designed an 8T Read Decoupled Dual Port SRAM Cell with Dual Threshold Voltage and characterized it in terms of read and write delay, read and write noise margins, Data Retention Voltage and Leakage Current. Read Decoupling improves the Read Noise Margin and static power dissipation is reduced by using Dual-V_t transistors. The results obtained are compared with existing 6T, 8T, 9T SRAM Cells, which shows the superiority of the proposed design. The Cell is designed and simulated in TSPICE using 90nm CMOS process.

Keywords: CMOS, Dual-Port, Data Retention Voltage, 8T SRAM, Leakage Current, Noise Margin, Loop-cutting, Single-ended.

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Authors: Sebastien Harasse, Laurent Bonnaud, Michel Desvignes

Abstract:

Counting people from a video stream in a noisy environment is a challenging task. This project aims at developing a counting system for transport vehicles, integrated in a video surveillance product. This article presents a method for the detection and tracking of multiple faces in a video by using a model of first and second order local moments. An iterative process is used to estimate the position and shape of multiple faces in images, and to track them. the trajectories are then processed to count people entering and leaving the vehicle.

Keywords: face detection, tracking, counting, local statistics

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Authors: Z. Goosen, E. J. Cilliers

Abstract:

Social sustainability, as an independent perspective of sustainable development, has gained some acknowledgement, becoming an important aspect in sustainable urban planning internationally. However, limited research aiming at promoting social sustainability within urban areas exists within the South African context. This is mainly due to the different perspectives of sustainable development (e.g., Environmental, Economic, and Social) not being equally prioritized by policy makers and supported by implementation strategies, guidelines, and planning frameworks. The enhancement of social sustainability within urban areas relies on urban dweller satisfaction and the quality of urban life. Inclusive cities with high-quality public spaces are proposed within this research through implementing the third place theory. Third places are introduced as any place other than our homes (first place) and work (second place) and have become an integrated part of sustainable urban planning. As Third Places consist of every place 'in between', the approach has taken on a large role of the everyday life of city residents, and the importance of planning for such places can only be measured through identifying and highlighting the social sustainability benefits thereof. The aim of this research paper is to introduce third place planning within the urban area to ultimately enhance social sustainability. Selected background planning approaches influencing the planning of third places will briefly be touched on, as the focus will be placed on the social sustainability benefits provided through third place planning within an urban setting. The study will commence by defining and introducing the concept of third places within urban areas as well as a discussion on social sustainability, acting as one of the three perspectives of sustainable development. This will gain the researcher an improved understanding on social sustainability in order for the study to flow into an integrated discussion of the benefits Third places provide in terms of social sustainability and the impact it has on improved quality of life within urban areas. Finally, a visual case study comparison of local and international examples of third places identified will be illustrated. These international case studies will contribute towards the conclusion of this study where a local gap analysis will be formulated, based on local third place evidence and international best practices in order to formulate a strategic planning framework on improving social sustainability through third place planning within the local South African context.

Keywords: Planning benefits, social sustainability, third places, urban area.

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Authors: A. El Hamdouni, J. Zbitou, A. Tajmouati, L. El Abdellaoui, A. Errkik, A. Tribak, M. Latrach

Abstract:

This paper presents a novel fractal antenna structure proposed for UWB (Ultra – Wideband) applications. The frequency band 3.1-10.6GHz released by FCC (Federal Communication Commission) as the commercial operation of UWB has been chosen as frequency range for this antenna based on coplanar waveguide (CPW) feed and circular shapes fulfilled according to fractal geometry. The proposed antenna is validated and designed by using an FR4 substrate with overall area of 34x43 mm2. The simulated results performed by CST-Microwave Studio and compared by ADS (Advanced Design System) show good matching input impedance with return loss less than -10dB between 2.9 GHz and 11 GHz.

Keywords: Fractal antenna, Fractal Geometry, CPW Feed, UWB, FCC.

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Authors: Joseph Maloba Makokha

Abstract:

Idea generation is an important part of the design process, and many strategies to support this stage have been developed. As artificial intelligence (AI) gains adoption in many domains, we need to understand its role, if any, in the design process. This paper introduces the concept of a “Disruptive Interjector”, an AI system that frequently interjects with suggestions based on observing what a user does. The concept emanates from a study that was conducted with pairs of humans on one hand, and human-AI pairs on the other collaborating on idea generation by sketching. Results from a study show that participants who collaborated with, and took cues from the AI sketch suggestions generated more ideas; and also had more ideas ranked by experts as “creative” compared to two humans working together on the same tasks. It is notable that while researchers from diverse fields of engineering, psychology, art and others have explored conditions and environments that enhance people's creativity - and have provided insights on creativity in general - there still exists a gap on the role that AI can play on creativity. We attempt to narrow this gap.

Keywords: Artificial intelligence, design collaboration, creativity, human-machine collaboration, machine learning.

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Authors: C. Clements, M. Hasenohr, A. Anvar

Abstract:

A glider is in essence an unpowered vehicle and in this project we designed and built an oceanic glider, designed to operate underwater. This Glider was designed to collect ocean data such as temperature, pressure and (in future measures physical dimensions of the operating environment) and output this data to an external source. Development of the Oceanic Glider required research into various actuation systems that control buoyancy, pitch and yaw and the dynamics of these systems. It also involved the design and manufacture of the Glider and the design and implementation of a controller that enabled the Glider to navigate and move in an appropriate manner.

Keywords: Ocean Glider, Robot, Automation, Command, Control, Navigation.

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Authors: Pavel Pešout, Miroslav Andrle

Abstract:

Frauds in insurance industry are one of the major sources of operational risk of insurance companies and constitute a significant portion of their losses. Every reasonable company on the market aims for improving their processes of uncovering frauds and invests their resources to reduce them. This article is addressing fraud management area from the view of extension of existing Business Intelligence solution. We describe the frame of such solution and would like to share with readers all benefits brought to insurance companies by adopting this approach in their fight against insurance frauds.

Keywords: business intelligence, insurance fraud, fraudmanagement

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Authors: Tarek M. Alguhane, Ayman H. Khalil, M. N. Fayed, Ayman M. Ismail

Abstract:

The retrofitting of existing buildings to resist the seismic loads is very important to avoid losing lives or financial disasters. The aim at retrofitting processes is increasing total structure strength by increasing stiffness or ductility ratio. In addition, the response modification factors (R) have to satisfy the code requirements for suggested retrofitting types. In this study, two types of jackets are used, i.e. full reinforced concrete jackets and surrounding steel plate jackets. The study is carried out on an existing building in Madinah by performing static pushover analysis before and after retrofitting the columns. The selected model building represents nearly all-typical structure lacks structure built before 30 years ago in Madina City, KSA. The comparison of the results indicates a good enhancement of the structure respect to the applied seismic forces. Also, the response modification factor of the RC building is evaluated for the studied cases before and after retrofitting. The design of all vertical elements (columns) is given. The results show that the design of retrofitted columns satisfied the code's design stress requirements. However, for some retrofitting types, the ductility requirements represented by response modification factor do not satisfy KSA design code (SBC- 301).

Keywords: Concrete jackets, steel jackets, RC buildings pushover analysis, non-linear analysis.

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Authors: W. Mughees, M. Al-Ahmad, M. Naeem

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This research involves the design and analysis of pinch-based water/wastewater networks to minimize water utility in the petrochemical and petroleum industries. A study has been done on Tehran Oil Refinery to analyze feasibilities of regeneration, reuse and recycling of water network. COD is considered as a single key contaminant. Amount of freshwater was reduced about 149m3/h (43.8%) regarding COD. Re-design (or retrofitting) of water allocation in the networks was undertaken. The results were analyzed through graphical method and mathematical programming technique which clearly demonstrated that amount of required water would be determined by mass transfer of COD.

Keywords: Minimization, Water Pinch, Water Management, Pollution Prevention.

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Authors: Noor H Jabarullah

Abstract:

In the past many uneconomic solutions for limitation and interruption of short-circuit currents in low power applications have been introduced, especially polymer switch based on the positive temperature coefficient of resistance (PCTR) concept. However there are many limitations in the active material, which consists of conductive fillers. This paper presents a significantly improved and simplified approach that replaces the existing current limiters with faster switching elements. Its elegance lies in the remarkable simplicity and low-cost processes of producing the device using polyaniline (PANI) doped with methane-sulfonic acid (MSA). Samples characterized as lying in the metallic and critical regimes of metal insulator transition have been studied by means of electrical performance in the voltage range from 1V to 5 V under different environmental conditions. Moisture presence is shown to increase the resistivity and also improved its current limiting performance. Additionally, the device has also been studied for electrical resistivity in the temperature range 77 K-300 K. The temperature dependence of the electrical conductivity gives evidence for a transport mechanism based on variable range hopping in three dimensions.

Keywords: Conducting polymer, current limiter, intrinsic, moisture dependence, polyaniline, resettable, surge protection.

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Authors: M. A. Serag-Eldin

Abstract:

The paper presents the results of simple measurements conducted on a model of a wind-driven venturi-type room ventilator. The ventilator design is new and was developed employing mathematical modeling. However, the computational model was not validated experimentally for the particular application considered. The paper presents the performance of the ventilator model under laboratory conditions, for five different wind tunnel speeds. The results are used to both demonstrate the effectiveness of the new design and to validate the computational model employed to develop it.

Keywords: Venturi-flow, ventilation, Wind-energy, Wind flow.

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Authors: Amar Partap Singh Pharwaha, Shweta Rani

Abstract:

To develop a reliable and cost effective communication platform for the telemedicine applications, novel antenna design has been presented using bacterial foraging optimization (BFO) technique. The proposed antenna geometry is achieved by etching a modified Koch curve fractal shape at the edges and a square shape slot at the center of the radiating element of a patch antenna. It has been found that the new antenna has achieved 43.79% size reduction and better resonating characteristic than the original patch. Representative results for both simulations and numerical validations are reported in order to assess the effectiveness of the developed methodology.

Keywords: BFO, electrical permittivity, fractals, Koch curve.

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Authors: R. Haoui

Abstract:

The aim of this work is to determine the supersonic nozzle profiles used in propulsion, for the launchers or embarked with the satellites. This design has as a role firstly, to give a important propulsion, i.e. with uniform and parallel flow at exit, secondly to find a short length profiles without modification of the flow in the nozzle. The first elaborate program is used to determine the profile of divergent by using the characteristics method for an axisymmetric flow. The second program is conceived by using the finite volume method to determine and test the profile found connected to a convergent.

Keywords: Characteristic method, nozzles, supersonic flow, propellers.

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Authors: Y.C. Yeh, Y.S. Tsay, C.M. Chiang

Abstract:

A good green building design project, designers should consider not only energy consumption, but also healthy and comfortable needs of inhabitants. In recent years, the Taiwan government paid attentions on both carbon reduction and indoor air quality issues, which be presented in the legislation of Building Codes and other regulations. Taiwan located in hot and humid climates, dampness in buildings leads to significant microbial pollution and building damage. This means that the high temperature and humidity present a serious indoor air quality issue. The interactions between vapor transfers and energy fluxes are essential for the whole building Heat Air and Moisture (HAM) response. However, a simulation tool with short calculation time, property accuracy and interface is needed for practical building design processes. In this research, we consider the vapor transfer phenomenon of building materials as well as temperature and humidity and energy consumption in a building space. The simulation bases on the EMPD method, which was performed by EnergyPlus, a simulation tool developed by DOE, to simulate the indoor moisture variation in a one-zone residential unit based on the Effective Moisture Penetration Depth Method, which is more suitable for practical building design processes.

Keywords: Effective Moisture Penetration Depth Method, Moisture Buffering Effect, Interior Material, Green Material, EnergyPlus

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Authors: Jelena R. Pejović, Nina N. Serdar

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This paper presents an analysis of the “Performance-Based” seismic design method, in order to overcome the perceived disadvantages and limitations of the existing seismic design approach based on force, in engineering practice. Bearing in mind, the specificity of the earthquake as a load and the fact that the seismic resistance of the structures solely depends on its behaviour in the nonlinear field, traditional seismic design approach based on force and linear analysis is not adequate. “Performance-Based” seismic design method is based on nonlinear analysis and can be used in everyday engineering practice. This paper presents the application of this method to eight-story high reinforced concrete building with combined structural system (reinforced concrete frame structural system in one direction and reinforced concrete ductile wall system in other direction). The nonlinear time-history analysis is performed on the spatial model of the structure using program Perform 3D, where the structure is exposed to forty real earthquake records. For considered building, large number of results were obtained. It was concluded that using this method we could, with a high degree of reliability, evaluate structural behavior under earthquake. It is obtained significant differences in the response of structures to various earthquake records. Also analysis showed that frame structural system had not performed well at the effect of earthquake records on soil like sand and gravel, while a ductile wall system had a satisfactory behavior on different types of soils.

Keywords: Ductile wall, frame system, nonlinear time-history analysis, performance-based methodology, RC building.

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Authors: Eileen Chih-Ying Yang, Liang-Han Wu, Chieh-Min Chang

Abstract:

The design of an active leg orthosis for tumble protection is proposed in this paper. The orthosis would be applied to assist elders or invalids in rebalancing while they fall unexpectedly. We observe the regain balance motion of healthy and youthful people, and find the difference to elders or invalids. First, the physical model of leg would be established, and we consider the leg motions are achieve through four joints (phalanx stem, ankle, knee, and hip joint) and five links (phalanges, talus, tibia, femur, and hip bone). To formulate the dynamic equations, the coordinates which can clearly describe the position in 3D space are first defined accordance with the human movement of leg, and the kinematics and dynamics of the leg movement can be formulated based on the robotics. For the purpose, assisting elders and invalids in avoiding tumble, the posture variation of unbalance and regaining balance motion are recorded by the motion-capture image system, and the trajectory is taken as the desire one. Then we calculate the force and moment of each joint based on the leg motion model through programming MATLAB code. The results would be primary information of the active leg orthosis design for tumble protection.

Keywords: Active leg orthosis, Tumble protection

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Authors: H. Lang, M. Bader, A. Buchroithner

Abstract:

Holistic methods covering the development process as a whole – e.g. systems engineering – have established themselves in product design. However, technical product optimization, representing improvements in efficiency and/or minimization of loss, usually applies to single components of a system. A holistic approach is being defined based on a hierarchical point of view of systems engineering. This is subsequently presented using the example of an electromechanical flywheel energy storage system for automotive applications.

Keywords: Design, product development, product optimization, systems engineering, flywheel energy storage.

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Authors: Megha Rao, Søren H. Jensen, Xiufu Sun, Anke Hagen, Mogens B. Mogensen

Abstract:

Solid oxide electrolysis cells have an immense potential in converting CO₂ and H₂O into syngas during co-electrolysis operation. The produced syngas can be further converted into hydrocarbons. This kind of technology is called power-to-gas or power-to-liquid. To produce hydrocarbons via this route, durability of the cells is still a challenge, which needs to be further investigated in order to improve the cells. In this work, various nickel-yttria stabilized zirconia (Ni-YSZ) fuel electrode supported or YSZ electrolyte supported cells, cerium gadolinium oxide (CGO) barrier layer, and an oxygen electrode are investigated for durability under co-electrolysis conditions in both galvanostatic and potentiostatic conditions. While changing the gas on the oxygen electrode, keeping the fuel electrode gas composition constant, a change in the gas concentration arc was observed by impedance spectroscopy. Measurements of open circuit potential revealed the presence of leaks in the setup. It is speculated that the change in concentration impedance may be related to the leaks. Furthermore, the cells were also tested under pressurized conditions to find an inter-play between the leak rate and the pressure. A mathematical modeling together with electrochemical and microscopy analysis is presented.

Keywords: Co-electrolysis, solid oxide electrolysis cells, leaks, durability, gas concentration.

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Authors: Christoph Mayer, Dominik Holzmann

Abstract:

This paper presents the development of a compact, portable and easy to handle solar cell characterization device. The presented device reduces the effort and cost of single solar cell characterization to a minimum. It enables realistic characterization of cells under sunlight within minutes. In the field of photovoltaic research the common way to characterize a single solar cell or a module is, to measure the current voltage curve. With this characteristic the performance and the degradation rate can be defined which are important for the consumer or developer. The paper consists of the system design description, a summary of the measurement results and an outline for further developments.

Keywords: Solar cell, photovoltaics, PV, characterization.

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Authors: Gergely Géczi

Abstract:

In the modern world, ice-hockey (and in a broader sense, team sports) is becoming an increasingly popular field of entertainment. Although the main element is most likely perceived as the show itself, winning is an inevitable part of the successful operation of any sports team. In this paper, the author creates a research design allowing to develop and validate an ice-hockey team-focused diagnostics scale, which enables researchers and practitioners to identify the problems associated with underperforming teams. The construction of the scale starts with personal interviews with experts of the field, carefully chosen from Hungarian ice-hockey sector. Based on the interviews, the author is shown to be in the position to create the categories and the relevant items for the scale. When constructed, the next step is the validation process on a Hungarian sample. Data for validation are acquired through reaching the licensed database of the Hungarian Ice-Hockey Federation involving Hungarian ice-hockey coaches and players. The Ice-Hockey Team Diagnostics Scale is to be created to orientate practitioners in understanding both effective and underperforming team work.

Keywords: Diagnostics Scale, effective versus underperforming team work, ice-hockey, research design.

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Authors: A. Hassannia, S. Ramezani

Abstract:

The technology of superconductivity has developed in many power system devices such as transmission cable, transformer, current limiter, motor and generator. Superconducting wires can carry high density current without loss, which is the capability that is used to design the compact, lightweight and more efficient electrical machines. Superconducting motors have found applications in marine and air propulsion systems as well as superconducting generators are considered in low power hydraulic and wind generators. This paper presents a rim-driven superconducting synchronous generator for hydraulic power plant. The rim-driven concept improves the performance of hydro turbine. Furthermore, high magnetic field that is produced by superconducting windings allows replacing the rotor core. As a consequent, the volume and weight of the machine is decreased significantly. In this paper, a 1 MW coreless rim-driven superconducting synchronous generator is designed. Main performance characteristics of the proposed machine are then evaluated using finite elements method and compared to an ordinary similar size synchronous generator.

Keywords: Coreless machine, electrical machine design, hydraulic generator, rim-driven machine, superconducting generator.

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Authors: Chen Wang, Amir Anvar

Abstract:

This paper describes the modeling and simulation of an underwater robot glider used in the shallow-water environment. We followed the Equations of motion derived by [2] and simplified dynamic Equations of motion of an underwater glider according to our underwater glider. A simulation code is built and operated in the MATLAB Simulink environment so that we can make improvements to our testing glider design. It may be also used to validate a robot glider design.

Keywords: AUV, underwater glider, robot, modeling, simulation.

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Authors: St. Karagiannis, A. I. Dounis, T. Chalastras, P. Tiropanis, D. Papachristos

Abstract:

This work presents the design of an expert system that aims in the procurement of patient medial background and in the search for suitable skin test selections. Skin testing is the tool used most widely to diagnose allergies. The language of expert systems CLIPS is used as a tool of designing. Finally, we present the evaluation of the proposed expert system which was achieved with the import of certain medical cases and the system produced with suitable successful skin tests.

Keywords: Artificial intelligence, expert system - CLIPS, allergy and skin test.

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Authors: Olaf Hallan Graven, Dag Andreas Hals Samuelsen

Abstract:

An implementation of a design for a game based virtual learning environment is described. The game is developed for a course in analogue electronics, and the topic is the design of a power supply. This task can be solved in a number of different ways, with certain constraints, giving the students a certain amount of freedom, although the game is designed not to facilitate trial-and error approach. The use of storytelling and a virtual gaming environment provides the student with the learning material in a MMORPG environment. The game is tested on a group of second year electrical engineering students with good results.

Keywords: analogue electronics, e-learning, computer games for learning, virtual reality

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Authors: Kazutaka Kobayashi, Norihiko Yoshida, Shuji Narazaki

Abstract:

This paper presents a dynamic adaptation scheme for the frequency of inter-deme migration in distributed genetic algorithms (GA), and its VLSI hardware design. Distributed GA, or multi-deme-based GA, uses multiple populations which evolve concurrently. The purpose of dynamic adaptation is to improve convergence performance so as to obtain better solutions. Through simulation experiments, we proved that our scheme achieves better performance than fixed frequency migration schemes.

Keywords: Genetic algorithms, dynamic adaptation, VLSI hardware.

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Authors: Wilhelm Hoeflinger, Thomas Laminger, Johannes Wolfslehner

Abstract:

For vacuum cleaned dust filters there exist no calculation methods to determine design parameters (e.g. traverse velocity of the nozzle, filter area…). In this work a method to calculate the optimum traverse velocity of the nozzle of an industrial-size flat dust filter at a given mean pressure drop and filter face velocity was elaborated. Well-known equations for the design of a cleanable multi-chamber bag-house-filter were modified in order to take into account a continuously regeneration of a dust filter by a nozzle. Thereby, the specific filter medium resistance and the specific cake resistance values are needed which can be derived from filter tests under constant operation conditions.

A lab-scale filter test rig was used to derive the specific filter media resistance value and the specific cake resistance value for vacuum cleaned filter operation. Three different filter media were tested and the determined parameters were compared to each other.

Keywords: Design of dust filter, Dust removing, Filter regeneration, Operation parameters.

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Authors: A.M. Al-Fahed Nuseirat, R. Abu-Zitar

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In this paper the design of maximally flat linear phase finite impulse response (FIR) filters is considered. The problem is handled with totally two different approaches. The first one is completely deterministic numerical approach where the problem is formulated as a Linear Complementarity Problem (LCP). The other one is based on a combination of Markov Random Fields (MRF's) approach with messy genetic algorithm (MGA). Markov Random Fields (MRFs) are a class of probabilistic models that have been applied for many years to the analysis of visual patterns or textures. Our objective is to establish MRFs as an interesting approach to modeling messy genetic algorithms. We establish a theoretical result that every genetic algorithm problem can be characterized in terms of a MRF model. This allows us to construct an explicit probabilistic model of the MGA fitness function and introduce the Ising MGA. Experimentations done with Ising MGA are less costly than those done with standard MGA since much less computations are involved. The least computations of all is for the LCP. Results of the LCP, random search, random seeded search, MGA, and Ising MGA are discussed.

Keywords: Filter design, FIR digital filters, LCP, Ising model, MGA, Ising MGA.

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Authors: Makara Rith, Young Kyu Kim, Seung Woo Lee

Abstract:

In heavy duty areas, asphalt pavement constructed as entrance roadway may expose distresses such as cracking and rutting during service life. To mitigate these problems, composite pavement with a roller-compacted concrete base may be a good alternative; however, it should be initially investigated. Structural performances such as fatigue cracking and rut depth may be changed due to variation of some design factors. Therefore, this study focuses on the variation effect of material modulus, layer thickness and loading on composite pavement performances. Stress and strain at the critical location are determined and used as the input of transfer function for corresponding distresses to evaluate the pavement performance. Also, composite pavement satisfying the design criteria may be selected as a design section for heavy duty areas. Consequently, this investigation indicates that composite pavement has the ability to eliminate fatigue cracking in asphalt surfaces and significantly reduce rut depth. In addition, a thick or strong rigid base can significantly reduce rut depth and prolong fatigue life of this layer.

Keywords: Composite pavement, ports, cracking, rutting.

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Authors: L. Parisi

Abstract:

A blood pressure monitor or sphygmomanometer can be either manual or automatic, employing respectively either the auscultatory method or the oscillometric method. The manual version of the sphygmomanometer involves an inflatable cuff with a stethoscope adopted to detect the sounds generated by the arterial walls to measure blood pressure in an artery. An automatic sphygmomanometer can be effectively used to monitor blood pressure through a pressure sensor, which detects vibrations provoked by oscillations of the arterial walls. The pressure sensor implemented in this device improves the accuracy of the measurements taken.

Keywords: Blood pressure, blood saturation, sensors, actuators, design improvement.

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Authors: O. Mauroner, L. Le, S. Best

Abstract:

Digital technologies offer many opportunities in the design and implementation of brand communication and advertising. Augmented reality (AR) is an innovative technology in marketing communication that focuses on the fact that virtual interaction with a product ad offers additional value to consumers. AR enables consumers to obtain (almost) real product experiences by the way of virtual information even before the purchase of a certain product. Aim of AR applications in relation with advertising is in-depth examination of product characteristics to enhance product knowledge as well as brand knowledge. Interactive design of advertising provides observers with an intense examination of a specific advertising message and therefore leads to better brand knowledge. The elaboration likelihood model and the central route to persuasion strongly support this argumentation. Nevertheless, AR in brand communication is still in an initial stage and therefore scientific findings about the impact of AR on information processing and brand attitude are rare. The aim of this paper is to empirically investigate the potential of AR applications in combination with traditional print advertising. To that effect an experimental design with different levels of interactivity is built to measure the impact of interactivity of an ad on different variables o advertising effectiveness.

Keywords: Advertising effectiveness, augmented reality, brand communication, brand recall, interactivity.

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