Search results for: Case Studies
Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 5148

Search results for: Case Studies

2298 The Incidence of Metabolic Syndrome in Women with Impaired Reproductive Function According to Astana, Kazakhstan

Authors: A. T. Nakysh, A. S. Idrisov, S. A. Baidurin

Abstract:

This work presents the results of a study the incidence of metabolic syndrome (MetS) in women with impaired reproductive function (IRF) according to the data of Astana, Kazakhstan. The anthropometric, biochemical and instrumental studies were conducted among 515 women, of which 53 patients with MetS according to IDF criteria, 2006, were selected. The frequency of occurrence of the IRF, due to MetS is 10.3% of cases according to the data of Astana. In women of childbearing age with IRF and the MetS, blood pressure (BP), indicators of carbohydrate and lipid metabolism were significantly higher and the level of high density lipoprotein (HDL) significantly lower compared to the same in women with the IRF without MetS. The hyperandrogenism, the hyperestrogenemia, the hyperprolactinemia and the hypoprogesteronemia were found in the patients with MetS and IRF, indicating the impact of MetS on the development of the polycystic ovary syndrome in 28% of cases and hyperplastic processes of the myometrium in 20% of cases.

Keywords: Dyslipidemia, insulin resistance, metabolic syndrome, reproductive disorders, obesity.

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2297 Sustainable Design of Impinging Premixed Slot Jets

Authors: T.T. Wong, C.W. Leung, M.C. Wong

Abstract:

Cooktop burners are widely used nowadays. In cooktop burner design, nozzle efficiency and greenhouse gas(GHG) emissions mainly depend on heat transfer from the premixed flame to the impinging surface. This is a complicated issue depending on the individual and combined effects of various input combustion variables. Optimal operating conditions for sustainable burner design were rarely addressed, especially in the case of multiple slot-jet burners. Through evaluating the optimal combination of combustion conditions for a premixed slot-jet array, this paper develops a practical approach for the sustainable design of gas cooktop burners. Efficiency, CO and NOx emissions in respect of an array of slot jets using premixed flames were analysed. Response surface experimental design were applied to three controllable factors of the combustion process, viz. Reynolds number, equivalence ratio and jet-to-vessel distance. Desirability Function Approach(DFA) is the analytic technique used for the simultaneous optimization of the efficiency and emission responses.

Keywords: optimization, premixed slot jets

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2296 Task-Based Language Teaching: A Paradigm Shift in ESL/EFL Teaching and Learning: A Case Study-Based Approach

Authors: Zehra Sultan

Abstract:

The study is based on the Task-based Language Teaching (TBLT) approach which is found to be very effective in the EFL/ESL classroom. This approach engages learners to acquire the usage of authentic language skills by interacting with the real world through a sequence of pedagogical tasks. The use of technology enhances the effectiveness of this approach. This study throws light on the historical background of TBLT, and its efficacy in the EFL /ESL classroom. In addition, this study precisely talks about the implementation of this approach in the General Foundation Program (GFP) of Muscat College, Oman. It furnishes the list of the pedagogical tasks embedded in the language curriculum of the GFP which are skillfully allied to the College graduate attributes. Moreover, the study also discusses the challenges pertaining to this approach from the point of view of teachers, students and its classroom application. Additionally, the operational success of this methodology is gauged through formative assessments of the GFP which is apparent in the students’ progress.

Keywords: Task-based language teaching, authentic language, communicative approach, real world activities, ESL/EFL activities.

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2295 Cost Benefit Analysis and Adjustments of Corporate Social Responsibility in the Airline Industry

Authors: Roman Asatryan

Abstract:

The decision-making processes in Corporate Social Responsibility (CSR) among firms in the airlines industry borders on the benefits that accrue to firms through those investments. The crux of the matter is how firms can quantify the benefits derived from such investments. This paper analyses the cost benefit adjustment strategies for firms in the airline industry in their CSR strategy adoption and implementation. The paper discusses the CBA model in order to understand the ways airlines can reduce costs and increase returns on CSR, or balance the cost and benefits. The analysis indicates that, economic concepts especially the CBA are useful, though they are not without challenges. This paper concludes that the CBA model gives a basic understanding of the motivations for investing in intangible assets like CSR. It sets the tone for formulating relevant hypothesis in empirical studies in investment in CSR and other intangible assets in business operations.

Keywords: Cost Benefit Analysis, Corporate Social Responsibility, airline industry.

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2294 Treatment of Simulated Textile Wastewater Containing Reactive Azo Dyes Using Laboratory Scale Trickling Filter

Authors: A. Irum, S. Mumtaz, A. Rehman, I. Naz, S. Ahmed

Abstract:

The present study was conducted to evaluate the potential applicability of biological trickling filter system for the treatment of simulated textile wastewater containing reactive azo dyes with bacterial consortium under non-sterile conditions. The percentage decolorization for the treatment of wastewater containing structurally different dyes was found to be higher than 95% in all trials. The stable bacterial count of the biofilm on stone media of the trickling filter during the treatment confirmed the presence, proliferation, dominance and involvement of the added microbial consortium in the treatment of textile wastewater. Results of physicochemical parameters revealed the reduction in chemical oxygen demand (58.5-75.1%), sulphates (18.9-36.5%), and phosphates (63.6-73.0%). UV-Visible and FTIR spectroscopy confirmed decolorization of dye containing wastewater was ultimate consequence of biodegradation. Toxicological studies revealed the nontoxic nature of degradative metabolites.

Keywords: Biodegradation, textile dyes, waste water, trickling filters.

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2293 Multiple Intelligence Theory with a View to Designing a Classroom for the Future

Authors: Phalaunnaphat Siriwongs

Abstract:

The classroom of the 21st century is an ever changing forum for new and innovative thoughts and ideas. With increasing technology and opportunity, students have rapid access to information that only decades ago would have taken weeks to obtain. Unfortunately, new techniques and technology is not a cure for the fundamental problems that have plagued the classroom ever since education was established. Class size has been an issue long debated in academia. While it is difficult to pin point an exact number, it is clear that in this case more does not mean better. By looking into the success and pitfalls of classroom size the true advantages of smaller classes will become clear. Previously, one class was comprised of 50 students. Being seventeen and eighteen-year-old students, sometimes it was quite difficult for them to stay focused. To help them understand and gain much knowledge, a researcher introduced “The Theory of Multiple Intelligence” and this, in fact, enabled students to learn according to their own learning preferences no matter how they were being taught. In this lesson, the researcher designed a cycle of learning activities involving all intelligences so that everyone had equal opportunities to learn.

Keywords: Multiple Intelligences, role play, performance assessment, formative assessment.

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2292 Verifying Environmental Performance through Inventory and Assessment: Case Study of the Los Alamos National Laboratory Waste Compliance and Tracking System

Authors: O. S. Saulters, S. D. Goldberg, W. A. Staples, E. I. Martinez, L. M. Sanchez, D. E. Archuleta, D. L. Williams, S. D. Johnson, A. M. Baker

Abstract:

To address an important set of unverified field conditions, the Los Alamos National Laboratory Waste Compliance and Tracking System (WCATS) Wall-to-Wall Team performed an unprecedented and advanced inventory. This reconciliation involved confirmation analysis for approximately 5850 hazardous, low-level, mixed low-level, and transuranic waste containers located in more than 200 staging and storage areas across 33 Technical Areas. The interdisciplinary team scoped, planned, and developed the multidimensional assessments. Through coordination with cross-functional site hosts, they were able to verify and validate data while resolving discrepancies identified in WCATS. The results were extraordinary with an updated inventory, tailored outreach, more cohesive communications, and timely closed-loop feedbacks.

Keywords: Circular economy, environmental performance data, social-ecological-technological systems, waste management.

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2291 A Subtractive Clustering Based Approach for Early Prediction of Fault Proneness in Software Modules

Authors: Ramandeep S. Sidhu, Sunil Khullar, Parvinder S. Sandhu, R. P. S. Bedi, Kiranbir Kaur

Abstract:

In this paper, subtractive clustering based fuzzy inference system approach is used for early detection of faults in the function oriented software systems. This approach has been tested with real time defect datasets of NASA software projects named as PC1 and CM1. Both the code based model and joined model (combination of the requirement and code based metrics) of the datasets are used for training and testing of the proposed approach. The performance of the models is recorded in terms of Accuracy, MAE and RMSE values. The performance of the proposed approach is better in case of Joined Model. As evidenced from the results obtained it can be concluded that Clustering and fuzzy logic together provide a simple yet powerful means to model the earlier detection of faults in the function oriented software systems.

Keywords: Subtractive clustering, fuzzy inference system, fault proneness.

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2290 Reflections of Prospective Teachers Toward a Critical Thinking-Based Pedagogical Course: A Case Study

Authors: Ahmet Ok, Banu Yücel Toy

Abstract:

Promoting critical thinking (CT) in an educational setting has been appraised in order to enhance learning and intellectual skills. In this study, a pedagogical course in a vocational teacher education program in Turkey was designed by integrating CT skill-based strategies/activities into the course content and CT skills were means leading to intended course objectives. The purpose of the study was to evaluate the importance of the course objectives, the attainment of the objectives, and the effectiveness of teachinglearning strategies/activities from prospective teachers- points of view. The results revealed that although the students mostly considered the course objectives important, they did not feel competent in the attainment of all objectives especially in those related to the main topic of Learning and those requiring higher order thinking skills. On the other hand, the students considered the course activities effective for learning and for the development of thinking skills, especially, in interpreting, comparing, questioning, contrasting, and forming relationships.

Keywords: Critical thinking, critical thinking-based instruction, higher order thinking skills, teacher education

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2289 Mass Casualty Acute Pepper Spray Inhalation Respiratory Effect Severity

Authors: B. Michelle Sweeting

Abstract:

Pepper spray use has gained momentum since 1992 and although the active ingredient is readily available, it is considered a weapon with restricted use in many regions, including The Bahamas. In light of controversy in the literature regarding the severity of presenting respiration complaints among individuals postacute exposure of pepper spray inhalation, this descriptive case series study was conducted to assess the respiratory status of persons evaluated during a mass casualty in The Bahamas. Parameters noted were patients- demographics and respiration severity determined via clinical examination findings, disposition and follow-up review of the 20 persons. Their most common complaint was difficulty breathing post exposure. Two required admission and stayed for <24 hours uneventfully. All cases remained without residual complaints upon follow-up. Results showed that although respiration difficulty was perceived as the most detrimental of presenting complaints, it was noted to be mostly subjective with benign outcome.

Keywords: Acute Pepper Spray Inhalation, Capsaicinoids, Oleoresin Capsicum, Pepper spray, Respiratory severity severity.

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2288 Chitosan Functionalized Fe3O4@Au Core-Shell Nanomaterials for Targeted Drug Delivery

Authors: S. S. Pati, L. Herojit Singh, A. C. Oliveira, V. K. Garg

Abstract:

Chitosan functionalized Fe3O4-Au core shell nanoparticles have been prepared using a two-step wet chemical approach using NaBH4 as reducing agent for formation of Au in ethylene glycol. X-ray diffraction studies shows individual phases of Fe3O4 and Au in the as prepared samples with crystallite size of 5.9 and 11.4 nm respectively. The functionalization of the core-shell nanostructure with Chitosan has been confirmed using Fourier transform infrared spectroscopy along with signatures of octahedral and tetrahedral sites of Fe3O4 below 600cm-1. Mössbauer spectroscopy shows decrease in particle-particle interaction in presence of Au shell (72% sextet) than pure oleic coated Fe3O4 nanoparticles (88% sextet) at room temperature. At 80K, oleic acid coated Fe3O4 shows only sextets whereas the Chitosan functionalized Fe3O4 and Chitosan functionalized Fe3O4@Au core shell show presence of 5 and 11% doublet, respectively.

Keywords: Magnetic nanoparticles, Fe3O4@Au core shell, iron oxide, Au nanoparticles.

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2287 The Role of the Internal Audit Unit in Detecting and Preventing Fraud at Public Universities in West Java, Indonesia

Authors: Fury Khristianty Fitriyah

Abstract:

This study aims to identify the extent of the role of the Satuan Pengawas Intern (Internal Audit Unit) in detecting and preventing fraud in public universities in West Java under the Ministry of Research, Technology and Higher Education. The research method applied was a qualitative case study approach, while the unit of analysis for this study is the Internal Audit Unit at each public university. Results of this study indicate that the Internal Audit Unit is able to detect and prevent fraud within a public university environment by means of red flags to mark accounting anomalies. These stem from inaccurate budget planning that prompts inappropriate use of funds, exacerbated by late disbursements of funds, which potentially lead to fictitious transactions, and discrepancies in recording state-owned assets into a state property management system (SIMAK BMN), which, if not conducted properly, potentially causes loss to the state.

Keywords: Internal Audit Unit, efficiency, fraud, public university.

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2286 Improved Processing Speed for Text Watermarking Algorithm in Color Images

Authors: Hamza A. Al-Sewadi, Akram N. A. Aldakari

Abstract:

Copyright protection and ownership proof of digital multimedia are achieved nowadays by digital watermarking techniques. A text watermarking algorithm for protecting the property rights and ownership judgment of color images is proposed in this paper. Embedding is achieved by inserting texts elements randomly into the color image as noise. The YIQ image processing model is found to be faster than other image processing methods, and hence, it is adopted for the embedding process. An optional choice of encrypting the text watermark before embedding is also suggested (in case required by some applications), where, the text can is encrypted using any enciphering technique adding more difficulty to hackers. Experiments resulted in embedding speed improvement of more than double the speed of other considered systems (such as least significant bit method, and separate color code methods), and a fairly acceptable level of peak signal to noise ratio (PSNR) with low mean square error values for watermarking purposes.

Keywords: Steganography, watermarking, private keys, time complexity measurements.

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2285 Wind Farm Modeling for Steady State and Dynamic Analysis

Authors: G.Kabashi, K.Kadriu, A.Gashi, S.Kabashi, G, Pula, V.Komoni

Abstract:

This paper focuses on PSS/E modeling of wind farms of Doubly-fed Induction Generator (DFIG) type and their impact on issues of power system operation. Since Wind Turbine Generators (WTG) don-t have the same characteristics as synchronous generators, the appropriate modeling of wind farms is essential for transmission system operators to analyze the best options of transmission grid reinforcements as well as to evaluate the wind power impact on reliability and security of supply. With the high excepted penetration of wind power into the power system a simultaneous loss of Wind Farm generation will put at risk power system security and reliability. Therefore, the main wind grid code requirements concern the fault ride through capability and frequency operation range of wind turbines. In case of grid faults wind turbines have to supply a definite reactive power depending on the instantaneous voltage and to return quickly to normal operation.

Keywords: Power System transients, PSS/E dynamic simulationDouble-fed Induction Generator.

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2284 A Lagrangian Hamiltonian Computational Method for Hyper-Elastic Structural Dynamics

Authors: Hosein Falahaty, Hitoshi Gotoh, Abbas Khayyer

Abstract:

Performance of a Hamiltonian based particle method in simulation of nonlinear structural dynamics is subjected to investigation in terms of stability and accuracy. The governing equation of motion is derived based on Hamilton's principle of least action, while the deformation gradient is obtained according to Weighted Least Square method. The hyper-elasticity models of Saint Venant-Kirchhoff and a compressible version similar to Mooney- Rivlin are engaged for the calculation of second Piola-Kirchhoff stress tensor, respectively. Stability along with accuracy of numerical model is verified by reproducing critical stress fields in static and dynamic responses. As the results, although performance of Hamiltonian based model is evaluated as being acceptable in dealing with intense extensional stress fields, however kinds of instabilities reveal in the case of violent collision which can be most likely attributed to zero energy singular modes.

Keywords: Hamilton's principle of least action, particle based method, hyper-elasticity, analysis of stability.

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2283 Environmental Sanitation and Health Risks in Tropical Urban Settings: Case Study of Household Refuse and Diarrhea in Yaoundé-Cameroon

Authors: H. B. Nguendo Yongsi, Thora M. Herrmann, A. Lutumba Ntetu, Rémy Sietchiping, Christopher Bryant

Abstract:

Health problems linked to urban growth are current major concerns of developing countries. In 2002 and 2005, an interdisciplinary program “Populations et Espaces ├á Risques SANitaires" (PERSAN) was set up under the patronage of the Development and Research Institute. Centered on health in Cameroon-s urban environment, the program mainly sought to (i) identify diarrhoea risk factors in Yaoundé, (ii) to measure their prevalence and apprehend their spatial distribution. The crosssectional epidemiological study that was carried out revealed a diarrheic prevalence of 14.4% (437 cases of diarrhoea on the 3,034 children examined). Also, among risk factors studied, household refuse management methods used by city dwellers were statistically associated to these diarrhoeas. Moreover, it happened that levels of diarrhoeal attacks varied consistently from one neighbourhood to another because of the discrepancy urbanization process of the Yaoundé metropolis.

Keywords: Diarrhea, health risk, household refuses handling, sanitation, Yaoundé.

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2282 Visualization of Latent Sweat Fingerprints Deposit on Paper by Infrared Radiation and Blue Light

Authors: Xiaochun Huang, Xuejun Zhao, Yun Zou, Feiyu Yang, Wenbin Liu, Nan Deng, Ming Zhang, Nengbin Cai

Abstract:

A simple device termed infrared radiation (IR) was developed for rapid visualization of sweat fingerprints deposit on paper with blue light (450 nm, 11 W). In this approach, IR serves as the pretreatment device before the sweat fingerprints was illuminated by blue light. An annular blue light source was adopted for visualizing latent sweat fingerprints. Sample fingerprints were examined under various conditions after deposition, and experimental results indicate that the recovery rate of the latent sweat fingerprints is in the range of 50%-100% without chemical treatments. A mechanism for the observed visibility is proposed based on transportation and re-impregnation of fluorescer in paper at the region of water. And further exploratory experimental results gave the full support to the visible mechanism. Therefore, such a method as IR-pretreated in detecting latent fingerprints may be better for examination in the case where biological information of samples is needed for consequent testing.

Keywords: Forensic science, visualization, infrared radiation, blue light, latent sweat fingerprints, detection.

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2281 Characterization of Lubricity of Mucins at Polymeric Surfaces for Biomedical Applications

Authors: Seunghwan Lee

Abstract:

The lubricating properties of commercially available mucins originating from different animal organs, namely bovine submaxillary mucin (BSM) and porcine gastric mucin (PGM), have been characterized at polymeric surfaces for biomedical applications. Atomic force microscopy (AFM) and pin-on-disk tribometry have been employed for tribological studies at nanoscale and macroscale contacts, respectively. Polystyrene (PS) was employed to represent ‘rigid’ contacts, whereas poly(dimethylsiloxane) (PDMS) was employed to represent ‘soft contacts’. To understand the lubricating properties of mucins in correlation with the coverage on surfaces, adsorption properties of mucins onto the polymeric substrates have been characterized by means of optical waveguide light-mode spectroscopy (OWLS). Both mucins showed facile adsorption onto both polymeric substrates, but the lubricity was highly dependent upon the pH change between 2 and 7.

Keywords: Bovine submaxillary mucin (BSM), Porcine Gastric Mucin (PGM), lubricity, biomedical.

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2280 Effect of Structure on Properties of Incrementally Formed Titanium Alloy Sheets

Authors: Lucie Novakova, Petr Homola, Vaclav Kafka

Abstract:

Asymmetric incremental sheet forming (AISF) could significantly reduce costs incurred by the fabrication of complex industrial components with a minimal environmental impact. The AISF experiments were carried out on commercially pure titanium (Ti-Gr2), Timetal (15-3-3-3) alloy, and Ti-6Al-4V (Ti-Gr5) alloy. A special testing geometry was used to characterize the titanium alloys properties from the point of view of the forming zone and titanium structure effect. The structure and properties of the materials were assessed by means of metallographic analyses and microhardness measurements.The highest differences in the parameters assessed as a function of the sampling zone were observed in the case of alpha-phase Ti-Gr2at the expense of the most substantial sheet thinning occurrence. A springback causes a smaller stored deformation in Timetal (β alloy) resulting in less pronounced microstructure refinement and microhardness increase. Ti-6Al-4V alloy exhibited early failure due to its poor formability at ambient temperature.

 

Keywords: Incremental forming, metallography, hardness, titanium alloys.

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2279 Effect of Swirl on Gas-Fired Combustion Behavior in a 3-D Rectangular Combustion Chamber

Authors: Man Young Kim

Abstract:

The objective of this work is to investigate the turbulent reacting flow in a three dimensional combustor with emphasis on the effect of inlet swirl flow through a numerical simulation. Flow field is analyzed using the SIMPLE method which is known as stable as well as accurate in the combustion modeling, and the finite volume method is adopted in solving the radiative transfer equation. In this work, the thermal and flow characteristics in a three dimensional combustor by changing parameters such as equivalence ratio and inlet swirl angle have investigated. As the equivalence ratio increases, which means that more fuel is supplied due to a larger inlet fuel velocity, the flame temperature increases and the location of maximum temperature has moved towards downstream. In the mean while, the existence of inlet swirl velocity makes the fuel and combustion air more completely mixed and burnt in short distance. Therefore, the locations of the maximum reaction rate and temperature were shifted to forward direction compared with the case of no swirl.

Keywords: Gaseous Fuel, Inlet Swirl, Thermal Radiation, Turbulent Combustion

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2278 Chronic Consumer States Influencing Compulsive Consumption

Authors: K. Prakash Vel, Lif Miriam Hamouda

Abstract:

Consumer behaviour analysis represents an important field of study in marketing. Particularly strategy development for marketing and communications will be more focused and effective when marketers have an understanding of the motivations, behaviour and psychology of consumers. While materialism has been found to be one of the important elements in consumer behaviour, compulsive consumption represents another aspect that has recently attracted more attention. This is because of the growing prevalence of dysfunctional buying that has raised concern in consumer societies. Present studies and analyses on origins and motivations of compulsive buying have mainly focused on either individual factors or groups of related factors and hence a need for a holistic view exists. This paper provides a comprehensive perspective on compulsive consumption and establishes relevant propositions keeping the family life cycle stages as a reference for the incidence of chronic consumer states and their influence on compulsive consumption.

Keywords: Chronic consumer states, compulsive consumption, family life cycle

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2277 Adsorption of Ferrous and Ferric Ions in Aqueous and Industrial Effluent onto Pongamia pinnata Tree Bark

Authors: M. Mamatha, H. B. Aravinda, E. T. Puttaiah, S. Manjappa

Abstract:

One of the causes of water pollution is the presence of heavy metals in water. In the present study, an adsorbent prepared from the raw bark of the Pongamia pinnata tree is used for the removal of ferrous or ferric ions from aqueous and waste water containing heavy metals. Adsorption studies were conducted at different pH, concentration of metal ion, amount of adsorbent, contact time, agitation and temperature. The Langmuir and Freundlich adsorption isotherm models were applied for the results. The Langmuir isotherms were best fitted by the equilibrium data. The maximum adsorption was found to 146mg/g in waste water at a temperature of 30°C which is in agreement as comparable to the adsorption capacity of different adsorbents reported in literature. Pseudo second order model best fitted the adsorption of both ferrous and ferric ions.

Keywords: Adsorption, Adsorption isotherms, Heavy metals, Industrial effluents.

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2276 Slug Tracking Simulation of Severe Slugging Experiments

Authors: Tor Kindsbekken Kjeldby, Ruud Henkes, Ole Jørgen Nydal

Abstract:

Experimental data from an atmospheric air/water terrain slugging case has been made available by the Shell Amsterdam research center, and has been subject to numerical simulation and comparison with a one-dimensional two-phase slug tracking simulator under development at the Norwegian University of Science and Technology. The code is based on tracking of liquid slugs in pipelines by use of a Lagrangian grid formulation implemented in Cµ by use of object oriented techniques. An existing hybrid spatial discretization scheme is tested, in which the stratified regions are modelled by the two-fluid model. The slug regions are treated incompressible, thus requiring a single momentum balance over the whole slug. Upon comparison with the experimental data, the period of the simulated severe slugging cycle is observed to be sensitive to slug generation in the horizontal parts of the system. Two different slug initiation methods have been tested with the slug tracking code, and grid dependency has been investigated.

Keywords: Hydrodynamic initiation, slug tracking, terrain slugging, two-fluid model, two-phase flow.

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2275 Brand Placement Strategies in Turkey: The Case of “Yalan Dünya”

Authors: Burçe Boyraz

Abstract:

This study examines appearances of brand placement as an alternative communication strategy in television series by focusing on Yalan Dünya which is one of the most popular television series in Turkey. Consequently, this study has a descriptive research design and quantitative content analysis method is used in order to analyze frequency and time data of brand placement appearances in first 3 seasons of Yalan Dünya with 16 episodes. Analysis of brand placement practices in Yalan Dünya is dealt in three categories: episode-based analysis, season-based analysis and comparative analysis. At the end, brand placement practices in Yalan Dünya are evaluated in terms of type, form, duration and legal arrangements. As a result of this study, it is seen that brand placement plays a determinant role in Yalan Dünya content. Also, current legal arrangements make brand placement closer to other traditional communication strategies instead of differing brand placement from them distinctly.

Keywords: Advertising, Alternative communication strategy, Brand placement, Yalan Dünya.

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2274 Evaluating the Australian Defense Force Environmental Awareness Training at Shoalwater Bay Training Area, Queensland, Australia

Authors: W. Wu, X. H. Wang, D. Paull

Abstract:

This paper contributes to the field of Environmental Awareness Training (EAT) evaluation in terms of military activities. Environmental management of military activities is a growing concern for defence forces worldwide and the importance of EAT is becoming widely recognized. As one of Australia-s largest landowners, the Australian Defence Force (ADF) is extremely mindful of its duty as a joint environmental manager. It has an integrated Environmental Management System (EMS) to assist environmental management and EAT is an essential part of the ADF EMS model. This paper examines how EAT was conducted during the exercise Talisman Saber in 2009 (TS09) and evaluates its effectiveness, using Shoalwater Bay Training Area (SWBTA), one of the most significant military training areas and a significant protected area in Australia, as a case study. A questionnaire survey conducted showed, overall, that EAT was effective from the perspective of a sample of participants. Recommendations are made for the ADF to refine EAT for future exercises.

Keywords: Australian Defence Force, effectiveness evaluation, Environmental Awareness Training, Shoalwater Bay Training Area

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2273 ‘Daily Speaking’: Designing an App for Construction of Language Learning Model Supporting ‘Seamless Flipped’ Environment

Authors: Zhou Hong, Gu Xiao-Qing, Lıu Hong-Jiao, Leng Jing

Abstract:

Seamless learning is becoming a research hotspot in recent years, and the emerging of micro-lectures, flipped classroom has strengthened the development of seamless learning. Based on the characteristics of the seamless learning across time and space and the course structure of the flipped classroom, and the theories of language learning, we put forward the language learning model which can support ‘seamless flipped’ environment (abbreviated as ‘S-F’). Meanwhile, the characteristics of the ‘S-F’ learning environment, the corresponding framework construction and the activity design of diversified corpora were introduced. Moreover, a language learning app named ‘Daily Speaking’ was developed to facilitate the practice of the language learning model in ‘S-F’ environment. In virtue of the learning case of Shanghai language, the rationality and feasibility of this framework were examined, expecting to provide a reference for the design of ‘S-F’ learning in different situations.

Keywords: Seamless learning, flipped classroom, seamless-flipped environment, language learning model.

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2272 Optimization of Lipase Production Using Bacillus subtilis by Response Surface Methodology

Authors: A. Shyamala Devi, K. Chitra Devi, R. Rajendiran

Abstract:

A total of 6 isolates of Bacillus subtilis were isolated from oil mill waste collected in Namakkal district, Tamilnadu, India. The isolated bacteria were screened using lipase screening medium containing Tween 80. BS-3 isolate exhibited a greater clear zone than the others, indicating higher lipase activity. Therefore, this isolate was selected for media optimization studies. Ten process variables were screened using Plackett–Burman design and were further optimized by central composite design of response surface methodology for lipase production in submerged fermentation. Maximum lipase production of 16.627 U/min/ml were predicted in medium containing yeast extract (9.3636g), CaCl2 (0.8986g) and incubation periods (1.813 days). A mean value of 16.98 ± 0.2286 U/min/ml of lipase was acquired from real experiments.

Keywords: Bacillus subtilis, extracellular lipase, Plackett–Burman design, response surface methodology.

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2271 Acoustic Instabilities on Swirling Flames

Authors: T. Parra, R. Z. Szasz, C. Duwig, R. Pérez, V. Mendoza, F. Castro

Abstract:

The POD makes possible to reduce the complete high-dimensional acoustic field to a low-dimensional subspace where different modes are identified and let reconstruct in a simple way a high percentage of the variance of the field.

Rotating modes are instabilities which are commonly observed in swirling flows. Such modes can appear under both cold and reacting conditions but that they have different sources: while the cold flow rotating mode is essentially hydrodynamic and corresponds to the wellknown PVC (precessing vortex core) observed in many swirled unconfined flows, the rotating structure observed for the reacting case inside the combustion chamber might be not hydrodynamically but acoustically controlled. The two transverse acoustic modes of the combustion chamber couple and create a rotating motion of the flame which leads to a self-sustained turning mode which has the features of a classical PVC but a very different source (acoustics and not hydrodynamics).

Keywords: Acoustic field, POD, swirling flames.

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2270 Studies on Properties of Knowledge Dependency and Reduction Algorithm in Tolerance Rough Set Model

Authors: Chen Wu, Lijuan Wang

Abstract:

Relation between tolerance class and indispensable attribute and knowledge dependency in rough set model with tolerance relation is explored. After giving definitions and concepts of knowledge dependency and knowledge dependency degree for incomplete information system in tolerance rough set model by distinguishing decision attribute containing missing attribute value or not, the result of maintaining reflectivity, transitivity, augmentation, decomposition law and merge law for complete knowledge dependency is proved. Knowledge dependency degrees (not complete knowledge dependency degrees) only satisfy some laws after transitivity, augmentation and decomposition operations. An algorithm to solve attribute reduction in an incomplete decision table is designed. The correctness is checked by an example.

Keywords: Incomplete information system, rough set, tolerance relation, knowledge dependence, attribute reduction.

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2269 Neuromarketing: Discovering the Somathyc Marker in the Consumer´s Brain

Authors: Mikel Alonso López, María Francisca Blasco López, Víctor Molero Ayala

Abstract:

The present study explains the somatic marker theory of Antonio Damasio, which indicates that when making a decision, the stored or possible future scenarios (future memory) images allow people to feel for a moment what would happen when they make a choice, and how this is emotionally marked. This process can be conscious or unconscious. The development of new Neuromarketing techniques such as functional magnetic resonance imaging (fMRI), carries a greater understanding of how the brain functions and consumer behavior. In the results observed in different studies using fMRI, the evidence suggests that the somatic marker and future memories influence the decision-making process, adding a positive or negative emotional component to the options. This would mean that all decisions would involve a present emotional component, with a rational cost-benefit analysis that can be performed later.

Keywords: Emotions, decision making, somatic marker, consumer´s brain.

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