Abstract: Sharing motivations of viral advertisements by
consumers and the impacts of these advertisements on the
perceptions for brand will be questioned in this study. Three
fundamental questions are answered in the study. These are
advertisement watching and sharing motivations of individuals,
criteria of liking viral advertisement and the impact of individual
attitudes for viral advertisement on brand perception respectively.
This study will be carried out via a viral advertisement which was
practiced in Turkey. The data will be collected by survey method and
the sample of the study consists of individuals who experienced the
practice of sample advertisement. Data will be collected by online
survey method and will be analyzed by using SPSS statistical
package program.
Recently traditional advertisement mind have been changing. New
advertising approaches which have significant impacts on consumers
have been argued. Viral advertising is a modernist advertisement
mind which offers significant advantages to brands apart from
traditional advertising channels such as television, radio and
magazines. Viral advertising also known as Electronic Word-of-
Mouth (eWOM) consists of free spread of convincing messages sent
by brands among interpersonal communication. When compared to
the traditional advertising, a more provocative thematic approach is
argued.
The foundation of this approach is to create advertisements that
are worth sharing with others by consumers. When that fact is taken
into consideration, in a manner of speaking it can also be stated that
viral advertising is media engineering.
The content worth sharing makes people being a volunteer
spokesman of a brand and strengthens the emotional bonds among
brand and consumer. Especially for some sectors in countries which
are having traditional advertising channel limitations, viral
advertising creates vital advantages.
Abstract: A 3D industrial computed tomography (CT)
manufactured based on a first generation CT systems, single-source
– single-detector, was evaluated. Operation accuracy assessment of
the manufactured system was achieved using simulation in
comparison with experimental tests. 137Cs and 60Co were used as a gamma source. Simulations were achieved using MCNP4C code.
Experimental tests of 137Cs were in good agreement with the simulations
Abstract: The production of ethyl tert-butyl ether (ETBE) was
simulated through Aspen Plus. The objective of this work was to use
the simulation results to be an alternative platform for ETBE
production from naphtha cracking wastes for the industry to develop.
ETBE is produced from isobutylene which is one of the wastes in
naphtha cracking process. The content of isobutylene in the waste is
less than 30% weight. The main part of this work was to propose a
process to save the environment and to increase the product value by
converting a great majority of the wastes into ETBE. Various
processes were considered to determine the optimal production of
ETBE. The proposed process increased ETBE production yield by
100% from conventional process with the purity of 96% weight. The
results showed a great promise for developing this proposed process
in an industrial scale.
Abstract: This paper addresses the problem of building a unified
structure to describe a peer-to-peer system. Our approach uses the
well-known notations in the P2P area, and provides a global
architecture that puts a separation between the platform specific
characteristics and the logical ones. In order to enable the navigation
of the peer across platforms, a roaming layer is added. The latter
provides a capability to define a unique identification of peer and
assures the mapping between this identification and those used in
each platform. The mapping task is assured by special wrapper. In
addition, ontology is proposed to give a clear presentation of the
structure of the P2P system without interesting in the content and the
resource managed by the peer. The ontology is created according to
the web semantic paradigm and using OWL language; so, the
structure of the system is considered as a web resource.
Abstract: Ontology Matching is a task needed in various applica-tions, for example for comparison or merging purposes. In literature,many algorithms solving the matching problem can be found, butmost of them do not consider instances at all. Mappings are deter-mined by calculating the string-similarity of labels, by recognizinglinguistic word relations (synonyms, subsumptions etc.) or by ana-lyzing the (graph) structure. Due to the facts that instances are oftenmodeled within the ontology and that the set of instances describesthe meaning of the concepts better than their meta information,instances should definitely be incorporated into the matching process.In this paper several novel instance-based matching algorithms arepresented which enhance the quality of matching results obtainedwith common concept-based methods. Different kinds of formalismsare use to classify concepts on account of their instances and finallyto compare the concepts directly.KeywordsInstances, Ontology Matching, Semantic Web
Abstract: This work presents a new phonetic transcription system based on a tree of hierarchical pronunciation rules expressed as context-specific grapheme-phoneme correspondences. The tree is automatically inferred from a phonetic dictionary by incrementally analyzing deeper context levels, eventually representing a minimum set of exhaustive rules that pronounce without errors all the words in the training dictionary and that can be applied to out-of-vocabulary words. The proposed approach improves upon existing rule-tree-based techniques in that it makes use of graphemes, rather than letters, as elementary orthographic units. A new linear algorithm for the segmentation of a word in graphemes is introduced to enable outof- vocabulary grapheme-based phonetic transcription. Exhaustive rule trees provide a canonical representation of the pronunciation rules of a language that can be used not only to pronounce out-of-vocabulary words, but also to analyze and compare the pronunciation rules inferred from different dictionaries. The proposed approach has been implemented in C and tested on Oxford British English and Basic English. Experimental results show that grapheme-based rule trees represent phonetically sound rules and provide better performance than letter-based rule trees.
Abstract: A transient finite element model has been developed
to study the heat transfer and fluid flow during spot Gas Tungsten
Arc Welding (GTAW) on stainless steel. Temperature field, fluid
velocity and electromagnetic fields are computed inside the cathode,
arc-plasma and anode using a unified MHD formulation. The
developed model is then used to study the influence of different
helium-argon gas mixtures on both the energy transferred to the
workpiece and the time evolution of the weld pool dimensions. It is
found that the addition of helium to argon increases the heat flux
density on the weld axis by a factor that can reach 6.5. This induces
an increase in the weld pool depth by a factor of 3. It is also found
that the addition of only 10% of argon to helium decreases
considerably the weld pool depth, which is due to the electrical
conductivity of the mixture that increases significantly when argon is
added to helium.
Abstract: Snake bite cases in Malaysia most often involve the
species Naja-naja and Calloselasma rhodostoma. In keeping with the
need for a rapid snake venom detection kit in a clinical setting, plate
and dot-ELISA test for the venoms of Naja-naja sumatrana,
Calloselasma rhodostoma and the cobra venom fraction V antigen
was developed. Polyclonal antibodies were raised and further used to
prepare the reagents for the dot-ELISA test kit which was tested in
mice, rabbit and virtual human models. The newly developed dot-
ELISA kit was able to detect a minimum venom concentration of
244ng/ml with cross reactivity of one antibody type. The dot-ELISA
system was sensitive and specific for all three snake venom types in
all tested animal models. The lowest minimum venom concentration
detectable was in the rabbit model, 244ng/ml of the cobra venom
fraction V antigen. The highest minimum venom concentration was
in mice, 1953ng/ml against a multitude of venoms. The developed
dot-ELISA system for the detection of three snake venom types was
successful with a sensitivity of 95.8% and specificity of 97.9%.
Abstract: This research deals with a flexible flowshop
scheduling problem with arrival and delivery of jobs in groups and
processing them individually. Due to the special characteristics of
each job, only a subset of machines in each stage is eligible to
process that job. The objective function deals with minimization of
sum of the completion time of groups on one hand and minimization
of sum of the differences between completion time of jobs and
delivery time of the group containing that job (waiting period) on the
other hand. The problem can be stated as FFc / rj , Mj / irreg which
has many applications in production and service industries. A
mathematical model is proposed, the problem is proved to be NPcomplete,
and an effective heuristic method is presented to schedule
the jobs efficiently. This algorithm can then be used within the body
of any metaheuristic algorithm for solving the problem.
Abstract: This article explores the sociological perspectives on
social problems and the role of the media which has a delicate role to
tread in balancing its duty to the public and the victim Whilst social
problems have objective conditions, it is the subjective definition of
such problems that ensure which social problem comes to the fore
and which doesn-t. Further it explores the roles and functions of
policymakers when addressing social problems and the impact of the
inception of media profiling as well as the advantages and
disadvantages of media profiling towards social problems. It focuses
on the inception of media profiling due to its length and a follow up
article will explore how current media profiling towards social
problems have evolved since its inception.
Abstract: This paper explores university course timetabling
problem. There are several characteristics that make scheduling and
timetabling problems particularly difficult to solve: they have huge
search spaces, they are often highly constrained, they require
sophisticated solution representation schemes, and they usually
require very time-consuming fitness evaluation routines. Thus
standard evolutionary algorithms lack of efficiency to deal with
them. In this paper we have proposed a memetic algorithm that
incorporates the problem specific knowledge such that most of
chromosomes generated are decoded into feasible solutions.
Generating vast amount of feasible chromosomes makes the progress
of search process possible in a time efficient manner. Experimental
results exhibit the advantages of the developed Hybrid Genetic
Algorithm than the standard Genetic Algorithm.
Abstract: TUSAT is a prospective Turkish
Communication Satellite designed for providing mainly data
communication and broadcasting services through Ku-Band
and C-Band channels. Thermal control is a vital issue in
satellite design process. Therefore, all satellite subsystems and
equipments should be maintained in the desired temperature
range from launch to end of maneuvering life. The main
function of the thermal control is to keep the equipments and
the satellite structures in a given temperature range for various
phases and operating modes of spacecraft during its lifetime.
This paper describes the thermal control design which uses
passive and active thermal control concepts. The active
thermal control is based on heaters regulated by software via
thermistors. Alternatively passive thermal control composes of
heat pipes, multilayer insulation (MLI) blankets, radiators,
paints and surface finishes maintaining temperature level of
the overall carrier components within an acceptable value.
Thermal control design is supported by thermal analysis using
thermal mathematical models (TMM).
Abstract: Least Significant Bit (LSB) technique is the earliest
developed technique in watermarking and it is also the most simple,
direct and common technique. It essentially involves embedding the
watermark by replacing the least significant bit of the image data with
a bit of the watermark data. The disadvantage of LSB is that it is not
robust against attacks. In this study intermediate significant bit (ISB)
has been used in order to improve the robustness of the watermarking
system. The aim of this model is to replace the watermarked image
pixels by new pixels that can protect the watermark data against
attacks and at the same time keeping the new pixels very close to the
original pixels in order to protect the quality of watermarked image.
The technique is based on testing the value of the watermark pixel
according to the range of each bit-plane.
Abstract: This paper deals with the helical flow of a Newtonian
fluid in an infinite circular cylinder, due to both longitudinal and
rotational shear stress. The velocity field and the resulting shear
stress are determined by means of the Laplace and finite Hankel
transforms and satisfy all imposed initial and boundary conditions.
For large times, these solutions reduce to the well-known steady-state
solutions.
Abstract: Decrease in hardware costs and advances in computer
networking technologies have led to increased interest in the use of
large-scale parallel and distributed computing systems. One of the
biggest issues in such systems is the development of effective
techniques/algorithms for the distribution of the processes/load of a
parallel program on multiple hosts to achieve goal(s) such as
minimizing execution time, minimizing communication delays,
maximizing resource utilization and maximizing throughput.
Substantive research using queuing analysis and assuming job
arrivals following a Poisson pattern, have shown that in a multi-host
system the probability of one of the hosts being idle while other host
has multiple jobs queued up can be very high. Such imbalances in
system load suggest that performance can be improved by either
transferring jobs from the currently heavily loaded hosts to the lightly
loaded ones or distributing load evenly/fairly among the hosts .The
algorithms known as load balancing algorithms, helps to achieve the
above said goal(s). These algorithms come into two basic categories -
static and dynamic. Whereas static load balancing algorithms (SLB)
take decisions regarding assignment of tasks to processors based on
the average estimated values of process execution times and
communication delays at compile time, Dynamic load balancing
algorithms (DLB) are adaptive to changing situations and take
decisions at run time.
The objective of this paper work is to identify qualitative
parameters for the comparison of above said algorithms. In future this
work can be extended to develop an experimental environment to
study these Load balancing algorithms based on comparative
parameters quantitatively.
Abstract: This paper simulates the ad-hoc mesh network in rural areas, where such networks receive great attention due to their cost, since installing the infrastructure for regular networks in these areas is not possible due to the high cost. The distance between the communicating nodes is the most obstacles that the ad-hoc mesh network will face. For example, in Terranet technology, two nodes can communicate if they are only one kilometer far from each other. However, if the distance between them is more than one kilometer, then each node in the ad-hoc mesh networks has to act as a router that forwards the data it receives to other nodes. In this paper, we try to find the critical number of nodes which makes the network fully connected in a particular area, and then propose a method to enhance the intermediate node to accept to be a router to forward the data from the sender to the receiver. Much work was done on technological changes on peer to peer networks, but the focus of this paper will be on another feature which is to find the minimum number of nodes needed for a particular area to be fully connected and then to enhance the users to switch on their phones and accept to work as a router for other nodes. Our method raises the successful calls to 81.5% out of 100% attempt calls.
Abstract: The element of justice or al-‘adl in the context of
Islamic critical thinking deals with the notion of justice in a thinking
process which critically rationalizes the truth in a fair and objective
manner with no irrelevant interference that can jeopardize a sound
judgment. This Islamic axiological element is vital in technological
decision making as it addresses the issues of religious values and
ethics that are primarily set to fulfill the purpose of human life on
earth. The main objective of this study was to examine and analyze
the perception of Muslim engineering students in Malaysian higher
education institutions towards the concept of al-‘adl as an essential
element of Islamic critical thinking. The study employed mixed
methods approach that comprises data collection from the
questionnaire survey and the interview responses. A total of 557
Muslim engineering undergraduates from six Malaysian universities
participated in the study. The study generally indicated that Muslim
engineering undergraduates in the higher institutions have rather
good comprehension and consciousness for al-‘adl with a slight
awareness on the importance of objective thinking. Nonetheless there
were a few items on the concept that have implied a comparatively
low perception on the rational justice in Islam as the means to grasp
the ultimate truth.
Abstract: Ultrathin (UTD) and Nanoscale (NSD) SOI-MOSFET devices, sharing a similar W/L but with a channel thickness of 46nm and 1.6nm respectively, were fabricated using a selective “gate recessed” process on the same silicon wafer. The electrical transport characterization at room temperature has shown a large difference between the two kinds of devices and has been interpreted in terms of a huge unexpected series resistance. Electrical characteristics of the Nanoscale device, taken in the linear region, can be analytically derived from the ultrathin device ones. A comparison of the structure and composition of the layers, using advanced techniques such as Focused Ion Beam (FIB) and High Resolution TEM (HRTEM) coupled with Energy Dispersive X-ray Spectroscopy (EDS), contributes an explanation as to the difference of transport between the devices.
Abstract: This paper attempts to explore the phenomenon of metaphorization in English newspaper headlines from the perspective of pragmatic investigation. With relevance theory as the guideline, this paper makes an explanation of the processing of metaphor with a pragmatic approach and points that metaphor is the stimulus adopted by journalists to achieve optimal relevance in this ostensive communication, as well as the strategy to fulfill their writing purpose.
Abstract: Support Vector Domain Description (SVDD) is one of the best-known one-class support vector learning methods, in which one tries the strategy of using balls defined on the feature space in order to distinguish a set of normal data from all other possible abnormal objects. As all kernel-based learning algorithms its performance depends heavily on the proper choice of the kernel parameter. This paper proposes a new approach to select kernel's parameter based on maximizing the distance between both gravity centers of normal and abnormal classes, and at the same time minimizing the variance within each class. The performance of the proposed algorithm is evaluated on several benchmarks. The experimental results demonstrate the feasibility and the effectiveness of the presented method.