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Beverage brands and subliminal messaging: An analysis of its presence in advertising and the awareness among consumers /
Advertising, as an industry designed to buy and sell products, was seen as the perfect platform to attract investors, marketers and consumers. It evolved over time and began to engulf several other domains and soon became the best platform to persuade mass audiences. Marketers began to use a technique of mass persuasion or mass psychoanalysis to guide their advertisements and campaigns. It has become one of the most effective means to sell consumers their products or ideas or even attitudes and behaviours. -
Biomarkers of Autistic Study : Biochemical, Genomics, Epigenetics and Cytogenetic Signatures
Autism is a complex disorder characterized by social issues, impaired communication, newlineand repetitive behavior. The prevalence of autism has increased significantly over the past two decades, with an estimated incidence of 1 in 150 children in 2000. Cytogenetic investigations are essential for confirming clinical diagnoses, as the disorder has high phenotypic variability and genetic heterogeneity. A study aims to confirm behavioral phenotypes of autistic subjects newlinein South India using DSM IV and ATEC open questionnaires. The study found that metabolic factors, including hormones, neurotransmitters, and oxidative ions, play crucial roles in the progression of symptoms. The study also revealed the roles of two major causative genes (NRXN1 and CNTNAP2) in a spectrum of genotypes imparting severity and heterogeneity. -
Biotechnological Approaches For the IN - VITRO Production of L-DOPA From Callus Suspension Cultures of Mucuna Pruriens (L.) DC.
Plants are an important source of drugs to treat wide array of disorders due to the newlineproduction of various classes of secondary metabolites which are used as active ingredients to treat and cure diseases. One such commercially important metabolite known as 3,4 dihydroxyphenylalanine (L-DOPA) is used to treat various central nervous system disorders like Dementia, Parkinson s, Alzheimer s, etc. Mucuna pruriens (L.) DC. belonging to Fabaceae family has been used since time immemorial to treat Parkinson s disease and the seeds are the main source of all herbal formulations to treat various disorders of nervous system and male newlinereproductive system. Though the metabolite is present in all parts of Mucuna, seeds possess newlinethe highest concentration and it has become a huge challenge to satisfy the emerging demand newlinefor L-DOPA. This is attributed to the conventional methods of extraction from the natural sources of Mucuna sps., which has a low germination rate, less viable seeds and an irritating, itching trichomes on the pods. The need for an alternative method with continuous supply of L-DOPA without affecting the natural biodiversity has been achieved through in-vitro procedures. But there hasn t been a systematic approach to optimize the cultural conditions for the optimal productivity. Hence in our study, we aimed at selecting an elite germplasm of Mucuna pruriens and growing them in-vitro, along with establishing a callus suspension newlineculture and optimizing the cultural conditions for high biomass and L-DOPA production. Callus was induced by supplementing various plant growth regulators like auxins (IAA, IBA, Picloram, NAA, 2,4-D), cytokinins (Kinetin, BAP, 2-iP and TDZ) and their combinations in different concentrations (0.1, 0.5, 1.0, 2.0, 5.0 and 10.0 mg/L). -
Bollywood, biopics and biographies: Understanding the transmutation of narratives /
A biopic or a biographical motion picture, that charts the lifetime of a person featured in that film, is not a trend or fad that came about in recent years. One could start with arguing upon the stance of the biopics of actually being a genre of itself, despite having been the part of earliest days of silent cinema. The paper studies three biopics in Bollywood along with the biographies/autobiographies that have been used as the background source for the film‘s narration. -
Brand equity seen through advertising proceedings and analysis on brand attitude and brand experience /
Brand equity had been viewed from various perspectives. In general brand equity is defined as marketing effect which has been uniquely attributed to brand the product. Brand equity leads to two general motivation. One is financial base motivation to estimate the value of a brand. The second motivation creates a strategy based motivation to improve the market status and productivity. -
Brand Identities and Facebook: A Content Analysis of Photographs and Comments on Brand Pages on Facebook
Construction of a brand image using different forms of media has become one of the crucial factors of branding today. The social media is a promising tool to promote ideas to a wider audience, thus it becomes vital for advertising bodies to understand the petite nuances of the medium. This study looks at the role, the profile photos and the cover photos play in the process of identity construction of a brand on Facebook. The Facebook comments are designed in such a way that there are multiple access options to them. The study was conducted on leading brand pages to look for the ways in which the message was decoded in the form of comments. These comments were categorized into different positions of the encoding and decoding theory and were also analyzed for the appeals of rhetoric. The study showed the balance in the comments that are for and against the brand ideology. The study also shows the presence of too much noise in the comments which have no role to play in the brands identities. -
Broken Romantic Relationships: Self-Forgiveness and Attitude Towards Marriage among Emerging Adults
he main aim of the study is to understand the relation between self- forgiveness and attitudes towards marriage, among emerging adults (18-25year olds) who have had a broken romantic relationship using the mixed method explanatory sequential research design. In Phase 1 of the study, 385 College students, (males and females) who had a romantic relationship breakup, were administered the tools for the quantitative part, using google survey, after receiving their consent. The data was subjected to statistical analysis. In Phase 2, an in-depth interview of five males and five females who volunteered, were interviewed in depth using a semi structured interview schedule, for a deeper understanding of the information obtained in Phase 1. The session that was of 60- 90 minutes duration was audio recorded and the data was subjected to Thematic Network Analysis. Findings of Phase 1 study indicates that there is a significant positive correlation between self- forgiveness and attitude towards marriage, except the financial aspect of marriage. Attitude towards marriage and forgiveness varied, based on certain aspects of the romantic relationship. Gender differences are present in certain aspects of attitude towards marriage. There is a positive and significant moderating role of gender in the relationship between dimensions of forgiveness with attitudes towards marriage. The relationship between self-forgiveness and intent to marry is positive and significant, especially for females. In Phase 2 of the study, finding suggests that the romantic breakup which follows a systematic pattern, can be traumatic. Individuals are languishing post breakup as they are unable to forget or forgive the unresolved issues related to the breakup which affects attitude towards marriage. Difficulty forgiving oneself, one s ex-partner and the experience is indicated. -
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BUSINESS ETHICS COURSE AND ETHICAL SENSITIVITY AMONG BUDDING MANAGEMENT GRADUATES
The effectiveness of ethics education in developing ethically sensitive corporate leaders is a much debated subject. In the absence of much documented research on this topic in the Indian context, this study explores the question can business schools make any impact in enhancing the ethical sensitivity of the budding management graduates. Along with this primary hypothesis, the impact of variables such as type of schooling, academic achievement and gender is also analysed. The study is conducted on 259 graduate students from 5 business schools in Bangalore. A 20 scenario questionnaire is used to measure the ethical sensitivity score. Statistical tools like ANOVA, t-test and Pearsons coefficient of correlation are used to analyse the data. To the question how effective business ethics education in enhancing ethical sensitivity, the study found that the impact is limited. The outcome of business ethics is limited to improvement in the awareness of certain ethical issues. It does not influence the personal value orientations or inclinations to compromise ethics for self- interests and monetary benefits. This finding goes along with some of the similar researches done in other countries. The research also found that the personal values of students were developed at a young age and had been influenced by the type of school of their primary education. Students who have studied in religious affiliated schools have expressed greater ethical sensitivity compared to students studied in private or government schools for their early education. Another finding of this research challenges some of the earlier observations that academically achieving students exhibit higher sensitivity to ethical issues. The present study revealed no correlation between students academic achievements and ethical sensitivity. It reiterates the importance of providing holistic education than single-minded pursuit of academic excellence. The question whether one gender is superior to the other in ethical orientations is a well-researched topic, though most of such studies are done in the west. The current study in Indian context reinforces the outcome of the majority of researches which state that women tend to be more ethical than men. This study challenges the business schools to rethink the content and process of teaching business ethics to make it effective in developing the ethical quotient of future business leaders. Pedagogy that integrates critical reflection of personal values and ethical choices is recommended to make a difference. A greater sense of responsibility from the part of primary education providers and a holistic approach to education than mere pursuit of academic excellence are some of the other suggestions for introspection emerging from this research. -
Business model of IPL: Role of product placement in creating it as a brand /
Product Placement is a new innovative and modern form of advertising and promotional mechanism in which the marketers brand their goods by placing it in sports & entertainment programs. Brand Placement when collaborated with a well respected athlete or is strategically placed on the field at a game has helped many brands draw much needed exposure to their product offerings. The modes of product placement have transformed over the years, from the traditional practice of inserting ten or thirty seconds commercials to direct placement of the brand during live game or match intervals. Brand placement has the power to persuade a consumer or to strengthen the loyalty towards a brand. -
CELEBRITY ENDORSEMENT AS A PART OF PR STRATEGY OF NGOS
Celebrity endorsement in India is a big market and has been growing continuously. Brands often use celebrities to make an impact on people but today even the non-governmental organizations have been taking help of celebrities to endorse their cause and the NGO. Moreover, this has become an inevitable part of their public relations strategy. This paper analysis the public relations strategies of three NGOs and tries to find out why there is a requirement of celebrities in the non-profit sector and also how the celebrities have contributed to its development. -
CELEBRITY MEN AS ENDORSERS OF JEWELLERY IN MALAYALAM ADVERTISEMENTS
Jewellery being mainly a womans product is largely being sold by celebrity men now in Malayalam advertisements, indicating a shift in pattern from using female models. Mohanlal, Dileep, Suresh Gopi, Vikram and Vijay are some of the celebrities who have been endorsing jewellery. The objectives of this study were to analyse the different elements of the jewellery advertisements using celebrity men, study the reasons for the changing trends (from female models to celebrity men) ?? audience perspective and study any patterns across the advertisements. A content analysis of some of the advertisements were done based on the following parameters: the celebrity, attire of the celebrity, dialogues, main message in the advertisements, advertising appeal, background setting and objects, use of text, kind of background score or music, and jewellery presentation. A survey was conducted on a sample size of 50 to help answer the research questions from an audience perspective. It was found that all the celebrities were those who have had long standing careers. It was also found that all the advertisements were in accordance with the Match Up theory. It was found that in terms of dialogue delivery there was a mix of both the spokesperson and presenter styles that were adopted in the advertisements. The format of the advertisement and the way in which content is presented seems to be chosen based on the celebrity who is endorsing. It was found that both emotional messages as well as messages that require more logical or rational thinking are dealt with almost in equal numbers by the celebrities, hence breaking this stereotypical notion. From the survey analysis it was found that the on-film personalities of all the celebrities are kept intact in the ads as well; glittering generality is the most frequently used persuasion technique in the ads. -
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Changes in portrayal of antagonists in post 9/11 American cinema- Case studies on 'The Joker' and 'Khan' /
Alfred Hitchcock said, the better the villain, the better the film. If cinema has been a mirror to our times, the characters that populate one are reflections of us- the manifestations of our times. The antagonists in cinema are all that we dread and fear presented in different degrees of hyperbole, and to unswervingly desire and cheer their downfall at the hands has been an enduring appeal of cinema. -
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Changing and unchanging domination parameters /
Graph Theory is a delightful playground for the exploration of proof techniques in discrete mathematics, and its results have applications in many areas of computing, social, and natural sciences. How can we lay cable at minimum cost to make every telephone reachable from every other? What is the fastest route from the national capital to each state capital? How can n jobs be filled by n people with maximum total utility? What is the maximum flow per unit time from source to sink in a network of pipes? How many layers does a computer chip need so that wires in the same layer don’t cross? How can the season of a sports league be scheduled into the minimum number of weeks? -
Changing representation of women in recent bollywood cinema /
For almost a century, popular Hindi films rarely dealt with women issues and if it all it attempted to do so, the role of a women was restricted to be either that of nurturer or the epitome of sacrifice and forgiveness. Films like Mother India or Bandini glorified woman’s ability to give up her choices and even life for the sake of her family and dear ones. But post LPG (Liberalization, Privatization and Globalization) this scenario has gradually changed. Today, we come across films where a woman not only expresses her choice but she is also unapologetic about herself. Cinema very interesting deals with gender representation in a consensually problematic manner where the provider of the image as well as the receiver of the medium believes that the space is designed to give women her place only in a particular way.