Developing a visual rhetoric conceptual framework for Public Service Announcements (PSAs) advertising campaigns / Nur Safinas Albakry

The visual rhetoric is an important element to increase the effectiveness of the process of information exchange. In fact, visual rhetoric helps to get messages across to the intended audience in a persuasive way. Visual rhetoric is described as a form of communication that uses images for creating meaning or constructing an argument. Hence, an analysis of visual rhetoric considers how images work alone and collaborate with other elements to create an argument designed for moving a specific audience Bulmer & Oliver (2006, p.55). Visual rhetoric in visual advertising involves how the audience choose to present information or argument through images. A key concept of visual rhetoric study in Malaysia Public Service Announcements (PSAs) contexts use focuses on how rhetorical figures in Public Service Announcements (PSAs) could convey to react and response in visual arguments by developing a persuasive message into a great communication process. The purpose of this study is to explore and discuss the understanding of rhetorical theories by implementing the visual rhetoric in print advertising on how visual arguments can affect consumers processing and response toward persuasive forms message. The aim of this study is to propose a framework system model for the effective use of visual content in the visual advertising communication process in Malaysia that could be employed by visual rhetoric in print media to instil advertising awareness

The visual rhetoric in public awareness print advertising toward Malaysia perceptive sociolculture design

The purpose of this paper is to explore and discuss the role being played by visual rhetoric in Malaysia's public announcement print advertising scene using semiotic approaches.The visual rhetoric seems to be an important element to increase the effectiveness of the process of information exchange. In fact visual rhetoric helps to get messages across to audiences in a persuasive way.The output from this study will propose the system or guideline that would be employed by visual rhetoric in print media to instill advertising awareness.This allows people from various social culture to engage themselves with the activity of comprehending the message carried by the visuals displayed to them. This study will also spread knowledge on the usefulness of visual rhetoric in print advertising beyond the fact that they are a pleasure to the eyes as their presence accounts as beautiful crafts to the eyes of huma

The use of religious symbols in local brand advertisement as objects of trade / Mohd Fauzi Harun, Prof Madya Dr. Halim Husain and Dr. Nur Safinas Albakry

Good advertisements always tend to have the eye-catching elements and have to be memorable for the viewer. The cut-throat competitive market environment has made the advertising field explode with different marketing techniques and ideas not just to inform but transform the viewer’s belief, in other words to influence people. Each of these advertisements has uniqueness to state. Starting by selecting the right words, images, symbols, format and tone are examples of common measures for the message that later transform these content of a message (thought, ideas etc.) into a symbolic form of encoding by the viewer. Selection of visual communication design is more than just a nonverbal communication. In any advertisement, it is a study that combined design, cognitive psychology and semiology in response to the highly developed commercial society. Unfortunately, these visual communication designs are implied with hidden messages and influences that later affects viewer actions and thoughts. Selling Islamic value or called so Islamic ‘look like’ ads is one of the hard sell marketing communications in getting trust easily for the Muslim consumer where the religious notion presented as objects of trade, a commodity where else the product as main subject is denied. The aim of this paper is to reveal in comprehensive the religious commodification through advertisement specifically by Malaysian local brands. The main data of the research is billboard advertisement advertised by local brands as the main documentation. A content analysis is used to analyze all documented billboards using Semiotic analysis other than literature study. The result of the study shows the existence of representative form of Islam, and is being exploited as commodities to be traded in most parts of the ads. These symbols are combined as one of the commercial element, manipulated and designed mostly through the use of words, phrases, and images. The adaptation of Islamic values will represent nothing for some whilst it can lead to the elements of fraud and misleading especially in a Multi-religion country. The words or visual used might slightly differ in meaning which may cause confusion

Antihypercholesterolemig properties of palm oil and curcuma longa extract as single and combination doses in rabbits / Nur Anis Albakry

Curcuma longa (CL) is known as Turmeric. Palm oil (PO) is the most produced edible vegetable oil in the world. Both CL and PO have medicinal values. This study was carried out to evaluate the antihypercholesterolemic effect of PO and CL extract given in combination to rabbits fed a high cholesterol diet. New Zealand white rabbits were randomly divided into six groups of six rabbits per group. All groups except one (control normocholesterolemic group) were fed on 1% (w/w) cholesterol-enriched pellet for 8 weeks. Control normocholesterolemic group was fed normal pellet. The rabbits fed with high cholesterol diet were treated daily, orally, for 8 weeks with 5 mg/kg atorvastatin, 1 mL/kg PO, 500 mg/kg CL extract or with PO and CL extract in combination. Blood samples were taken before initiation of treatment and every 4 weeks during the 8 weeks experimental period for measurement of plasma total cholesterol (TC), low density lipoprotein (LDL), high density lipoprotein (HDL), triglyceride (TG) as well as fibrinogen, cytokines (interleukin-6 (IL-6) and tumor necrosis factor Alpha (TNF-a)) andliver enzymes (aspartate aminotransferase, AST; alkaline phosphatase, ALP; and alanine aminotransferase, ALT). At the end of treatment, the animals were sacrificed and the aortas were excised for histology and immunohistochemistry analysis. Data were analysed by using one-way ANOVA and post-hoc Bonferroni analysis tests. In summary, treatment with PO and CL extract in combination elicited better effects in rabbits fed a high cholesterol diet than treatment with atorvastatin or singly with 1 ml/kg PO or 500 mg/kg CL extract. PO and CL extract in combination significantly decreased the level of serum TC, LDL, TG (p<0.05) and increased the HDL level at week 8 (p<0.05). AST, ALP and ALT levels returned to the normal, similar to that of normocholesterolemic control group. TNF- a or IL-6 levels of treated groups were not different from those of normocholesterolemic control group. The level of fibrinogen dropped significantly from 405.2 mg/dl to 344.8 mg/dl at 8 weeks of treatment with moderate thickening of the arterial wall in aortic sections of the group that received PO and CL in combination. The combination of PO and CL extract also significantly down-regulated expression of VCAM-1, ICAM-1 and E-selectin. In conclusion, the results provided the effectiveness of treatment with combination of PO and CL extract at reducing hypercholesterolemia in rabbits, comparable to effects of atorvastatin and potentially beneficial at prevention of hyperlipidemia and protection against cardiovascular disease

Esthetic improvement in the patient with one missing maxillary central incisor restored with porcelain laminate veneers

This article describes esthetic improvement in a patient with a missing maxillary left central incisor. Space analysis of the anterior dentition showed that minor tooth rearrangement was needed. Optimal space distribution for restorations was attained by orthodontic treatment. Through transforming tooth shape with porcelain laminate veneers, the maxillary left lateral incisor was transformed into central incisor and the maxillary left canine into a lateral incisor. The maxillary right central incisor was also restored for esthetic improvement. In a case of changing a tooth shape with porcelain laminate veneers, pre-treatment evaluation, space analysis and diagnostic wax-up are important factors

Intelligent Control of Switched Reluctance Motor for Electrical Vehicle Applications with Different Controller

تستخدم محركات المعاوقي المفتاحي لإنتاج الكثير من &nbsp;عزم الدوران والتي تعمل عند التشبع المغناطيسي العالي. وبالنظر إلى التشبع المغناطيسي العالي، فإن العلاقة بين تيار الطور، وموقع الدوار هي علاقة غير خطية. لذلك فان &nbsp;الضجيج، الاضطرابات، وعزم القصور الذاتي &nbsp;عند &nbsp;التحميل يمكن أن يكون لها جميعا تأثير سلبي على أداء المحرك المعاوقي المفتاحي. في هذه الدراسة تم تطوير وحدة التحكم الانزلاقي. وقد استخدم وحدة التحكم الانزلاقي في تنظيم السرع على مدى واسع&nbsp; بما في ذلك المحرك المعاوقي المفتاحي في السرع العالية والسرع الواطئة وتقارن هذه الدراسة وحدة التحكم الانزلاقي مع وحدة التحكم التناسبي المتكامل التفاضلي في المحرك المعاوقي المفتاحي ذو 4/6 اقطاب باستعمال&nbsp; الطرق الامثل للتحكم . ومقارنة&nbsp; سرعة الجزء الدوار مع السرعة المضبوطة .فان وحدة التحكم الانزلاقي المتسارع هو الافضل من حيث الاداء والمتانة في&nbsp; تطبيق السيارات الكهربائية&nbsp; تبعا لنظام السيمولنك المستخدم&nbsp;Switched reluctance motors (SRM) are used to produce a lot of torque when they are operating at high magnetic saturation. Due to the high magnetic saturation, the relationship between phase current, rotor position, and the flux linkage of SRM is nonlinear. Noise, disturbances, and inertia of load torque can all have a negative impact on the SRM driver system's speed controller performance. In this study, the SRM driver system's sliding mode controller was developed .The sliding mode controller( SMC) speed controller was used to regulate speeds of the SRM throughout a wide range speeds, including high and low speeds. This study compares (SMC) with a modified reaching law and a Proportional Integral Divertive Control (PID) controller for a 6/4 pole SRM using an optimization technique for switching controllers. Furthermore, the rotor speed was simulated and compared to the reference speed. The Exponential Sliding Mode Controller (ExpSMC) is the best in terms of performance and robustness for an electric vehicle application, depending on a simulation of an established test bench using the two controllers

The Relationship Between DouYin Use Intensity and Parenting Anxiety: The Mediating Role of Online Upward Social Comparison

Based on the current situation of parenting anxiety, this paper constructs a parenting anxiety evaluation model based on structural equation model (SEM), and uses partial least squares (PLS) to estimate the parameters, and makes a comprehensive evaluation of parenting anxiety. The results show that the intensity of parents’ Douyin use (ID) is positively correlated with the Network upward social comparison (NUSC). There is a positive correlation between Network upward social comparison (NUSC)and parenting anxiety(PA), that is, the upward social comparison on the Internet generated during the use of Douyin by parents is likely to cause parenting anxiety; The intensity of Douyin use is positively correlated with parenting anxiety, that is, the greater the intensity of Douyin use is, the more likely it is to produce anxiety in the process of parenting. Online upward social comparison plays a mediating role in the relationship between Douyin use intensity and parenting anxiety

Musculoskeletal Disorders and Association with Social Media Use Among University Students at the Quarantine Time Of COVID-19 Outbreak

Introduction: COVID-19 period was characterized by lockdown and quarantine, the aim of this cross-sectional analytical study is to investigate the effect of COVID-19 quarantine on social media use, and its association with musculoskeletal disorders (MSD) among university students. Methods: A cross sectional study was conducted among Al-Quds University students. 317 students (average age of 20.34 years) participated in this study. A self-designed questionnaire was used to collect data which was sent to students on social media using a simple random method in almost all academic year phases. Results: There was a statically significant increase in the following variables during quarantine compared to before (P0.05). There was no statistically significant difference in time spent on exercise before and during quarantine with average time before the quarantine of 0.80 hours to 0.7 hours during the quarantine (P>0.05). There was a statistically significant increase of severity of Musculoskeletal disorders (MSD) as measured by a scale of 0-10 during the quarantine (P<0.05) in terms of severity of headache (2 to 2, 78), neck pain (2.06 to 2.80), and back pain (2.17 to 3). This increase in the three dominant MSD was positively correlated with the hours of use of laptops, computers, and mobile phones, for communication and education (P<0.05). Statistically significant negative correlation was found in between night sleeping hours and severity of MSD reported by students (P<0.05). Age was correlated with less use of social media for leisure and with more exercise (P<0.05). StudentsConclusion: Quarantine increased the time of use of social media, and in turn increases the prevalence and severity of MSD among university